重点摘要
1. 社交货币：让人们感觉像内部人士
“如果很难看到别人做什么，就很难模仿。”
非凡的事物提供社交货币，因为它们让谈论它们的人看起来更非凡。当我们分享非凡或有趣的内容时，我们自己也变得更非凡和有趣。这使我们更有可能被邀请共进午餐或进行第二次约会。
稀缺性和排他性通过让人们感觉像内部人士来提升口碑。如果人们得到一些不是每个人都有的东西，会让他们感觉特别和高贵。例子包括：
- 通过电话亭进入的“请勿告知”地下酒吧
- Rue La La的仅限邀请的闪购
- 麦当劳限时供应的麦乐鸡
利用社交货币的方法：
- 找到你产品的内在非凡之处
- 使用游戏机制，如进度条或成就等级
- 通过稀缺性或排他性限制访问
2. 触发器：为你的产品或想法创建环境提示
“心中所想，口中所言。”
触发器是促使人们思考相关事物的刺激。它们解释了为什么人们谈论Cheerios比迪士尼世界更多——我们在日常生活中更频繁地遇到谷物。通过理解和利用触发器，我们可以让我们的产品和想法保持在头脑中。
有效使用触发器的方法：
- 考虑曝光的环境和频率
- 将你的产品与普遍的环境提示联系起来
- 通过重复创建新的关联
例子：
- Kit Kat将其产品与咖啡休息时间联系起来
- Rebecca Black的歌曲《Friday》在周五的播放量更高
- 在NASA的火星任务期间，Mars巧克力棒的销量增加
3. 情感：唤起高唤醒情感以促进分享
“当我们在乎时，我们分享。”
高唤醒情感驱使人们采取行动和分享。虽然正面和负面情感都可以有效，但唤醒是关键。高唤醒情感如敬畏、兴奋、愤怒和焦虑增加分享。低唤醒情感如满足和悲伤则减少分享。
利用情感的方法：
- 关注情感，而不仅仅是信息
- 目标是高唤醒情感，如敬畏或愤怒
- 使用讲故事的力量来唤起情感
例子：
- Susan Boyle令人惊讶的表演因敬畏而走红
- 谷歌的“巴黎之爱”广告通过搜索查询讲述了一个情感故事
- Dave Carroll的“联合航空破坏吉他”视频因正义愤怒而走红
4. 公开：增加你的产品或行为的可见性
“建造展示，建造增长。”
可观察的事物更有可能被模仿和讨论。将私人行为公开可以增加其采用率，如“我投票了”贴纸所示。自我宣传的产品，如独特的苹果标志或Livestrong手环，有效地利用了这一原则。
增加公共可见性的策略：
- 设计自我宣传的产品
- 创建使用后的行为残留
- 将私人行为公开
例子：
- Movember使用胡子使癌症支持可见
- Lululemon的可重复使用购物袋充当移动广告牌
- Hotmail的电子邮件签名宣传了该服务
5. 实用价值：提供人们想要分享的有用信息
“你能用的新闻。”
人们喜欢通过分享实用、有用的信息来帮助他人。这可以是省钱的交易、有用的提示或重要的警告。关键是将这些信息打包成易于记住和分享的形式。
利用实用价值的方法：
- 使用100法则突出惊人的价值
- 将知识和专业知识打包成可分享的格式
- 使价值易于看到和理解
例子：
- Ken Craig的剥玉米视频因其实用性而走红
- Vanguard的MoneyWhys通讯提供可分享的财务建议
- 纽约时报的最常转发列表经常包含实用的健康和教育文章
6. 故事：将你的信息嵌入引人入胜的叙述中
“信息在闲聊的幌子下传播。”
故事充当思想的特洛伊木马。人们不仅分享信息，还讲故事。通过将你的产品或想法嵌入更广泛的叙述中，你可以使其更有可能被分享和记住。
创建有效的故事驱动内容的方法：
- 开发引人入胜的叙述弧
- 使你的产品或想法成为故事的核心
- 确保故事不仅具有病毒性，还对你的品牌有价值
例子：
- Blendtec的“Will It Blend?”视频讲述了极端产品测试的故事
- Dove的“进化”视频批判了美容标准，同时推广了品牌
- 特洛伊木马的故事传递了其教训数千年
7. 传染性内容需要多个STEPPS
“同样的六个原则，或STEPPS，驱动事物流行。”
真正传染性的内容通常利用多个STEPPS原则。虽然使用一个原则也可以有效，但结合几个原则会产生更强的效果。STEPPS框架（社交货币、触发器、情感、公开、实用价值、故事）提供了创建传染性内容的检查清单。
创建传染性内容的方法：
- 使用STEPPS框架分析成功的例子
- 确定你当前策略使用了哪些原则
- 寻找机会结合额外的原则
例子：
- Blendtec的视频使用了社交货币、情感和故事
- ALS冰桶挑战使用了社交货币、公开和情感
- Dove的“进化”视频利用了情感、实用价值和故事
8. 口碑比传统广告更强大
“口碑是20%到50%的所有购买决策的主要因素。”
口碑比传统广告更有效的两个关键原因：
- 它更有说服力，因为它来自可信来源
- 它更有针对性，因为人们自然会分享相关信息
口碑的优势：
- 比公司声明更可信
- 更有效地到达感兴趣的受众
- 通常在决策的相关时刻发生
虽然公司仍然需要广告，但利用口碑的力量可以显著放大他们的信息和影响。
9. 将私人行为公开以增加采用率
“如果很难看到别人做什么，就很难模仿。”
将私人行为公开可以通过社会影响增加其采用率。当人们看不到别人做什么时，他们就无法模仿。这一原则解释了为什么有些行为传播得很快，而有些则没有。
将私人行为公开的策略：
- 创建参与的可见符号（如Movember胡子）
- 使用技术分享私人行为（如Spotify分享听歌习惯）
- 纠正对私人行为的误解（如反酗酒运动）
然而，在公开负面行为时要谨慎，因为这有时会使其正常化（如反毒品广告无意中暗示吸毒很常见）。
10. 通过整合你的信息创造有价值的病毒性
“当品牌或产品利益是故事的核心时，病毒性最有价值。”
有效的病毒内容不仅传播，还能使品牌受益。许多病毒活动未能提升销售，因为内容虽然可分享，但与产品或品牌信息关系不大。
创造有价值的病毒性的方法：
- 使你的产品或品牌成为故事的核心
- 确保病毒元素直接与你的关键信息相关
- 设计内容，使人们在不提及你的品牌的情况下无法复述
例子：
- Blendtec的“Will It Blend?”视频直接展示了产品的好处
- Dove的“进化”视频批判了美容标准，同时推广了品牌
- Panda的奶酪广告使品牌名称成为幽默的核心
最后更新日期:
FAQ
What's Contagious: Why Things Catch On about?
- Explores social epidemics: The book examines why certain products, ideas, and behaviors spread like viruses through social networks.
- Introduces STEPPS framework: Jonah Berger presents six principles—Social Currency, Triggers, Emotion, Public, Practical Value, and Stories—that make content contagious.
- Real-world examples: The author uses case studies, such as Blendtec's "Will It Blend?" videos, to demonstrate these principles in action.
Why should I read Contagious: Why Things Catch On?
- Understand virality: Gain insights into why certain ideas and products catch on, valuable for marketers and entrepreneurs.
- Actionable strategies: Learn practical advice on applying the STEPPS framework to make your ideas or products popular.
- Engaging storytelling: The book is filled with captivating stories and research findings, making complex concepts accessible.
What are the key takeaways of Contagious: Why Things Catch On?
- Six principles of contagion: The STEPPS framework guides creating shareable content.
- Importance of social influence: Word of mouth is a powerful driver of consumer behavior, often more effective than traditional advertising.
- Emotional connection matters: Content that evokes strong emotions is more likely to be shared and discussed.
What is the STEPPS framework in Contagious: Why Things Catch On?
- Social Currency: People share things that make them look good or feel special, enhancing social status.
- Triggers: Associating products with frequent cues keeps them top of mind, leading to more discussions.
- Emotion: Content that evokes strong feelings, especially positive ones, is more likely to be shared.
- Public: Making behaviors observable increases the likelihood of imitation and sharing.
- Practical Value: Useful information is often shared, as people like to help others.
- Stories: Narratives that incorporate products or ideas can enhance their shareability.
How does Social Currency work in Contagious: Why Things Catch On?
- Enhances perceived value: Sharing remarkable or exclusive information boosts one's social status among peers.
- Creates insider feelings: People enjoy feeling like they are part of an exclusive group, encouraging them to share unique experiences.
- Example from the book: The $100 cheesesteak at Barclay Prime became a conversation piece, enhancing social currency.
What role do Triggers play in making ideas contagious in Contagious: Why Things Catch On?
- Stimuli for recall: Triggers are cues that remind people of a product or idea, increasing its accessibility.
- Example from the book: The song "Friday" by Rebecca Black gained popularity due to frequent triggers by the day of the week.
- Habit formation: Associating products with common activities can create lasting habits and discussions.
How does Emotion influence sharing according to Contagious: Why Things Catch On?
- Emotional engagement: Content that evokes strong emotions, particularly awe or excitement, is more likely to be shared.
- Physiological arousal: High-arousal emotions drive people to take action, including sharing information.
- Negative emotions: While sadness decreases sharing, emotions like anger can increase it, as seen in Dave Carroll's viral song.
What is the significance of Public visibility in Contagious: Why Things Catch On?
- Imitation drives behavior: When people see others using a product, they are more likely to imitate it.
- Example from the book: The decision to flip the Apple logo on laptops ensured it was visible to others, enhancing brand visibility.
- Social proof: Observing others can motivate individuals to try new products or behaviors.
How can Practical Value enhance the shareability of content in Contagious: Why Things Catch On?
- Useful information: People are more likely to share content that provides practical benefits or solutions.
- Example from the book: Articles offering tips or advice, like saving money, are often shared because they help others.
- Highlighting value: Making the practical benefits of a product clear can encourage sharing among consumers.
How do Stories function as vessels in Contagious: Why Things Catch On?
- Definition of Stories: Stories carry information and ideas, making them more engaging and memorable.
- Embedding messages: A well-crafted story can embed a product within a narrative, allowing it to be shared naturally.
- Examples of effective storytelling: Berger discusses Dove’s “Evolution” campaign, which used storytelling to address beauty standards.
What are some effective strategies for making ideas contagious according to Contagious: Why Things Catch On?
- Leverage the STEPPS framework: Incorporate Social Currency, Triggers, Emotion, Public visibility, Practical Value, and Stories into marketing strategies.
- Create remarkable content: Focus on making products or ideas that stand out and are worth talking about.
- Encourage sharing through visibility: Make behaviors and products observable, creating opportunities for social proof and imitation.
What are the best quotes from Contagious: Why Things Catch On and what do they mean?
- “When we care, we share.” Emphasizes the importance of emotional engagement in driving word of mouth.
- “Top of mind means tip of tongue.” Highlights how frequent triggers can keep products accessible, leading to more discussions.
- “Remarkable things are worthy of remark.” Underscores that standout products or ideas are more likely to be shared.
评论
《传染：为什么事物会流行》探讨了为什么某些想法和产品会变得流行。评论者认为这本书既有信息量又有趣，称赞伯杰的写作风格通俗易懂，并且使用了真实世界的例子。许多人欣赏其中实用的营销见解，尽管有些人觉得内容过于基础或重复。书中的STEPPS框架（社会货币、触发器、情感、公开性、实用价值、故事）被强调为一个有用的工具。虽然一些批评者认为它缺乏深度，但大多数读者认为其对病毒趋势和社会影响的分析具有价值。
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