Interesting experiences tend to receive more immediate word of mouth, but they don’t necessarily sustain high levels over time. Ongoing worth of mouth covers the conversations that take place in the weeks and months that follow. Immediate word of mouth occurs when you pass on the details of a product, service, or message soon after first experiencing it. There are two types of word of mouth: immediate and ongoing. Is there something novel, surprising, extreme, or just plain interesting about your product or idea? Can you use game mechanics to measure user progress or enable social comparison? Can you make people feel like insiders by giving them exclusive access or social status? Principle 2: Triggers There are three ways to do this: (1) find inner remarkability, (2) leverage game mechanics, and (3) make people feel like insiders. So to get people talking, give them a way to make themselves look good while promoting your products or ideas.
Things that make them seem entertaining rather than boring, clever rather than dumb, and hip rather than dull. People share things that make themselves look good to others. Just as some jokes are so funny that it doesn’t matter who tells them, contagious content spreads regardless of who is doing the talking. However in most cases that does not make them any more effective in making things go viral. Just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues.Ī common belief is that some people are simply more influential than others. Think of it as a way to generate a kind of social currency. Word of mouth is a tool that people use to make a good impression among others. The principles are relatively independent, so you can mix and match them as you see fit. In other words, the factors that make them more likely to spread via word of mouth and social influence. This book explains what makes stories, information, products, ideas, messages, or videos become contagious. It’s more effective than traditional advertising because it’s both more persuasive and more targeted. As a result, worth of mouth is the primary factor behind 20-50% of all purchase decisions. People love to share news, stories, and information with those around them. Rather it’s about making products, ideas, and content more contagious so they spread naturally. It’s not about using paid ads or brand campaigns to spread a message. This book is for entrepreneurs, marketers, social media managers, or anyone else interested in increasing word-of-mouth referral. And it covers six principles for increasing word-of-mouth referral.
Contagious reveals the science behind social transmission. And yet it’s not always clear what we can do to drive results. Word-of-mouth referral is one of the most important marketing channels today.
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