Jonah Berger was a keynote speaker at STIMAC2013. The annual STIMA international marketing congress.
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Jonah Berger Jonahberger.com @j1berger
Word of mouth generates more than twice the sales of paid
advertising in categories as diverse as skincare and mobile phones
--McKinsey Quarterly @j1berger Jonahberger.com
@j1berger Jonahberger.com
@j1berger Jonahberger.com
Six key STEPPS @j1berger Social Currency Triggered Emotion
Public Practical Value Stories Jonahberger.com
Social Currency
Choices communicate information @j1berger Jonahberger.com
(1) Make People Feel Like Insiders @j1berger
Jonahberger.com
(2) Find the Inner Remarkability Surprising, novel, or
interesting @j1berger Jonahberger.com
Triggers
Triggers Top-of-mind means tip-of-tongue @j1berger
Jonahberger.com
@j1berger Jonahberger.com
Peanut butter and ___________ Rum and ________ weekends are
made for Michelob @j1berger Jonahberger.com
@j1berger Jonahberger.com
Emotion When we care, we share
Public @j1berger Jonahberger.com
Public Built to show, built to grow @j1berger
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Social proof
Make the Private Public @j1berger Jonahberger.com
Practical Value @j1berger Jonahberger.com
Stories @j1berger Jonahberger.com
Did you know that Subway has 5 subs under 5 grams of fat?
@j1berger Jonahberger.com
Panda cheese @j1berger Jonahberger.com
Six key STEPPS to word of mouth @j1berger Social Currency
Triggered Emotion Public Practical Value Stories
Jonahberger.com
Two Key Next Steps 1) Find Your Message 2) Apply the STEPPS
Free Crafting Contagious Workbook
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