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Contagious Flashcards

1
Q

Things catch on because

A

they’re better, better priced, or well-advertised.

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2
Q

The better reason things catch on is because

A

of social transmission:

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3
Q

Social transmission:

A

people love to share stories, news and information with those around them.

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4
Q

A huge influence on our purchasing decisions is

A

word of mouth.

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5
Q

We need to design things so

A

people talk about them.

Virality isn’t born, it’s made.

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6
Q

1st Principle of Contagiousness:

A

Social Currency: how does it make it people look?

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7
Q

To talk about a product or idea, people want to look:

A

smart over dumb, rich over poor, etc

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8
Q

What we talk about

A

influences how people see us, it’s a social currency.

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9
Q

We need to craft our products and ideas

A

to help people achieve their desired impressions: that they’re sharp and in the know

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10
Q

Make people feel like

A

insiders

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11
Q

2nd Principle of Contagious

A

Triggers: stimuli that prompt people to talk about related things.

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12
Q

Design products and ideas that

A

are frequently triggered by the environment.

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13
Q

Top of the mind leads to

A

tip of the tongue.

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14
Q

3rd Principle of Contagiousness:

A

Emotion

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15
Q

When we care

A

we share.

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16
Q

Make ideas and products that

A

make people feel something.

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17
Q

Some emotions

A

increase sharing, while others decrease it.

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18
Q

4th Principle of Contagiousness:

A

Publicity: if people can see others using the product or idea, monkey see, monkey do

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19
Q

Make products that ad…

A

advertise themselves and create behaviors (behavioral residue)

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20
Q

5th principle of contagiousness:

A

Practical Value: how do we make our thing useful?

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21
Q

People like to help others, so show people

A

how our product or idea helps people save time, money, improve health, etc, and people will spread the word.

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22
Q

Highlight what makes

A

the product a particularly good deal.

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23
Q

6th Principle of Contagiousness:

A

Stories: in what broader narrative can we wrap our product or idea?

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24
Q

People don’t just share information,

A

they tell stories

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25
Q

STEPPS:

A

Social Currency, Triggers, Emotion, Publicity, Practical Value, Stories

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26
Q

Please Don’t Tell

A

the fact that something is a secret makes it more likely that people will share something

(social currency)

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27
Q

We’re wired to enjoy sharing

A

our opinions and likes

SC

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28
Q

sharing personal opinions

A

triggers the same brain circuits that respond to food and money

SC

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29
Q

People in experiments were willing to forego small amounts of money to

A

share their opinions

SC

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30
Q

Word of mouth is how we

A

create a good impression:

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31
Q

Just as we use money to buy goods and services,

A

we use social currency to achieve desired positive impressions with other people.

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32
Q

Mint SC:

A

give people a way to make them look good, while also promoting your product

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33
Q

Mint SC #1: Find

A

Find inner remarkability

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34
Q

People talk about remarkable things because

A

it makes us more remarkable, like sharing a secret pub

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35
Q

We often exaggerate because

A

we fill in the pieces we forget as best we can, though not randomly, and in the process our stories get bigger and better

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36
Q

When we exaggerate, we fill in

A

numbers that make us look good: a fish doubles in size, the baby woke seven times in a night.

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37
Q

Remarkability:

A

breaks expectations: $100 Cheesesteak, blair witch project, a roll of black toilet paper

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38
Q

MINT SC #2: Leverage

A

Leverage game mechanics:

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39
Q

Good game (mechanics)

A

good game mechanics keep people having fun, engaged and wanting more

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40
Q

Examples of Game Mechanics:

A

Buy 10 get one free, frequent flyer miles,

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41
Q

People prefer to do better than others, such as picking

A

a $100K a year job where everyone else there makes $75, over making $150K a year, where everyone else makes $200K.

42
Q

People don’t care so much about how they’re doing, so much as

A

how they’re doing in comparison to others.

43
Q

People love __ so they can boast about how they’re doing.

A

Hierarchies

44
Q

People talk because they want to __, and on the way, they talk about __

A

talk about their achievements, and they talk about the brands that enable them.

45
Q

Gamify:

A

create metrics that let people know where they stand.

46
Q

MINT #3: Make People feel like

A

Insiders.

47
Q

How to make people feel like insiders:

A

membership (private shopping area that only members can access), membership by referral only, (if money can’t buy you in, then it’s who you know), Scarcity, exclusivity,

48
Q

People think cookies taste better when

A

they’re scarce (etc)

49
Q

Disney does the same thing as the cookie example with their movies, creating

A

scarcity/limited availability, which means we have to acct now.

50
Q

McRib:

A

creates scarcity by making people want it

51
Q

Triggers create ongoing

A

word of mouth, keeping them talking about it.

52
Q

Triggers are made of…such as…

A

sights, sounds smells…such as mars bars selling more when NASA made a trip to mars.

53
Q

French or German music triggers people

A

to buy French or German wine, respectively

54
Q

Dining Room Tray Slogan: Each and every dining hall tray needs five fruits and veggies a day:

A

Students shown the corny tray slogan changed their eating habits because the tray used a trigger students see in the cafeteria, even though they said it wouldn’t and liked it less than the non corny one, but the tray was a trigger for the fruits and veggies

55
Q

Polling location has dramatic effect on …, such as…

A

on voting behavior, such as voting in a school triggered more school-friendly voting, like more taxes to raise school budget

56
Q

The Rebecca Black song Friday

A

triggered people to play it on Fridays, even though it was bad.

57
Q

A strong trigger can be much stronger than

A

a catchy slogan, like the example with the tray

58
Q

Geico’s catchy “so easy a caveman could do it”

A

wasn’t effective, because cavemen aren’t a trigger in our daily lives.

59
Q

Kit Kat’s give me a break:

A

linked kit kats to coffee to increase sales

60
Q

Triggers should happen

A

daily, not on holidays that are once a year

61
Q

We forget out reusable grocery bags because

A

we don’t remember the bags until we get to the store to check out, which is a badly timed trigger.

Instead, link it to the shopping list?

62
Q

Emotion: Our tendency to gossip

A

shapes our relationships with friends and strangers, for good or ill

63
Q

People often check out what others have

A

shared, as we don’t have time to check out everything

64
Q

An emotion that triggers people to share:

A

awe, such as provoked by science articles

65
Q

Ask why 3-5 times until you not only drill down to the core of an idea, but to

A

the emotion behind it.

66
Q

Emotion: Don’t just talk about global warming,

A

talking about polar bears dying or how kids will be affected.

67
Q

Kindle the fire:

A

select high arousal emotions that drive people to action.

68
Q

Excite or inspire people

A

by showing them how they can make a difference.

69
Q

If it’s negative, get people mad,

A

not sad.

70
Q

More __ or more __ led to more __

A

anger, humor, sharing

71
Q

Arousing situations of any kind

A

drive people to share, even exercising

72
Q

After exercising, or nearly getting into a car accident, or a novel life event,

A

we may overshare our experiences with others (highly aroused and talkative)

73
Q

We talk more about ads in shows that

A

are closer to the exciting and highly arousing moments in the show (is this true?)

74
Q

Observability:

A

seeing what other people are doing and using has a huge influence on sales and what people do, and how they act

75
Q

Thoughts are private, but behavior is public, so

A

the majority of students who are uncomfortable with binge drinking choose to drink because they see everyone else doing it.

76
Q

A small vocal majority can increase because

A

people see it and switch,

ike kids in MBA programs who initially say they wanted to do something in a random field, but a year in say they want to go into invenstment banking, because that had 20% at the beginning of program, the highest.

77
Q

The easier something is to see,

A

the more people talk about it.

78
Q

People may change their views for the worse

A

because they feel their views aren’t publicly supported (binge drinking)

79
Q

Livestrong bands increased

A

social proof, yellow, striking, not associated with either gender

80
Q

Just say no to drugs campaign:

A

backfired because it made drug use more public, increasing usage

81
Q

Built to show

A

is built to grow.

82
Q

Psychology of deals: grill

A

people will pay more for the same grill if it’s $100 off for
a total of $250 rather than the grill at another store that’s only $15 off but costs
a total of $240, because it seems like a better deal

83
Q

Reference points:

A

people use the price they expect to pay for something as their reference point;

the first grill was 350, the other 255; out grandparents think a movie is expensive because they remember when it was 25 cents

84
Q

Infomercials set the reference point of what you should pay,

A

and then a blast you with the deal

reference points

85
Q

Retailers list the regular price even when things are on sale

A

reference points

so you can see the difference.

86
Q

People are so set on getting a good deal,

A

they’ll even pay more to get it.

87
Q

Reference Point Clock vs TV:

A

People would drive 10 minutes to another store if the $20 clock was on sale for $10, but they wouldn’t drive 10 minutes to another store if a tv for $650 dollars was on sale for $640 dollars, because it doesn’t seem like as much of a bargain

88
Q

Reference Point: Winning Money

A

If you found out you won $20 instead of $10, you’d be happy, but if you won $1020 dollars instead of $1010, you wouldn’t be as happy

89
Q

Restricting a deal through scarcity and exclusivity

A

makes it seem more valuable

Rewarding only members to a promotion or deal makes it more valuable and boosts sharing

90
Q

Offers that are available for limited time seem more

A

appealing because of the restriction; because it won’t be around forever, it makes people feel like a good one

91
Q

Framing Discounts:

A

for a $25 shirt, saying 20% off sounds better than saying $5 off, whereas for a laptop, saying $200 off sounds better than 10% off.

If the product is less than $100, percentage discounts wil seem larger. For more than $100, dollar amounts will seem larger

92
Q

Highly shared content often

A

has short lists focused on key topics

93
Q

Narrower content is often shared more because

A

it reminds people of a specific person in mind to share it with, and they feel compelled to pass it along

94
Q

Stories: information travels udner the guise of

A

idle chatter

95
Q

Homer ensured that lessons would be shared by

A

encasing lessons in stories

but just giving the lesson without a story means the lesson will probably be forgotten.

96
Q

Narratives are more engrossing than

A

facts.

97
Q

People tell the story of going through the phone booth at PDT because

A

it’s a narrative that makes them look cool and in the know.

98
Q

Online reviews often have stories because

A

people are used to telling stories about things, and people like reading about stories.

99
Q

If your ad has nothing to do with your product,

A

virality won’t help your sales, and could even hurt them

100
Q

Make sure your brand or product is so embedded in the plot,

A

that people can’t tell the story without it.

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