August 2014 | Nano Tools | Marketing
Nano Tools for Leaders® are fast, effective leadership tools that you can learn and start using in less than 15 minutes — with the potential to significantly impact your success as a leader and the engagement and productivity of the people you lead.
Contributor: Jonah Berger, PhD, James G. Campbell Associate Professor of Marketing, The Wharton School, University of Pennsylvania; author of Contagious: Why Things Catch On.
Make your message go viral by following six key principles.
Word of mouth is the primary factor behind 20-50 percent of all purchasing decisions, and it’s ten times more effective than traditional advertising, according to a 2010 white paper published in the McKinsey Quarterly. The study predicts that word-of-mouth marketing will be a $5.6 billion industry by 2015. But many people consider it art, or even luck, that separates what people talk about and share from what they ignore.
To get people talking about your product or idea, you need to understand why they talk and why some things get talked about and shared more often than others. Based on analyzing thousands of contagious messages, products, and ideas, there are six key principles that can help get your idea or product talked about, shared, and imitated.
Here are some ideas for using the six STEPPS principles to make anything go viral:
Nano Tools for Leaders® was conceived and developed by Deb Giffen, MCC, Director of Innovative Learning Solutions at Wharton Executive Education. It is jointly sponsored by Wharton Executive Education and Wharton’s Center for Leadership and Change Management, Wharton Professor of Management Michael Useem, Director. Nano Tools’ Academic Director is John Paul MacDuffie, Wharton Associate Professor of Management, and Director of the Program on Vehicle and Mobility Innovation (PVMI) at Wharton’s Mack Institute for Innovation Management.
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