2014
Lynda.com
Jonah Berger
1h 1m
English
Why do some ideas spread while others fade away? Jonah Berger, PhD, professor of marketing at the Wharton School and author of the best-selling book Contagious: Why Things Catch On, reveals the secrets behind the science of social transmission. Discover what leads people to share content online and off, including social currency, triggers, emotion, public use, practical value, and storytelling. Learn what separates the best brands and stories from the rest in this example-rich course.
Topics include:
Word-of-mouth marketing
Harnessing the power of social media
What makes content go viral
Why people share some stories more than others
Telling stories that carry your message
1. Contagious Content 10m 14s
Welcome 1m 50s
Word-of-mouth marketing 2m 54s
Having both an online and an offline marketing strategy 3m 18s
Six STEPPS to getting people to share 2m 12s
2. Social Currency 12m 21s
Making people look good 4m 7s
Making people feel like insiders 3m 35s
Showing your inner remarkability 4m 39s
3. Triggers and Emotion 16m 20s
Reminding people with triggers 4m 27s
Finding your peanut butter 4m 4s
Getting people to care with emotion 4m 13s
Focusing on high-arousal feelings 3m 36s
4. Public and Practical Value 13m 6s
Making things easier to see and imitate 3m 30s
Making the private public 3m 11s
Crafting useful and helpful content 3m 23s
Using the Rule of 100 3m 2s
5. Stories and Putting STEPPS into Practice 9m 21s
Telling stories that carry your message 2m 51s
Building the narrative 3m 29s
Combining the six STEPPS 3m 1s
www.lynda.com/Business-Business-Skills-tutorials/Viral-Marketing-Crafting-Shareable-Content/157305-2.html
Download File Size:475.34 MB
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