deck_9280332 Flashcards
What does STEPPS stand for?
Social CurrencyTriggersEmotionPublicPractical ValueStories
What’s the “catch phrase” for Social Currency?
we share things that make us look good
What’s the “catch phrase” for Triggers?
top of mind, tip of tongue
What’s the “catch phrase” for Emotion?
when we care, we share
What’s the “catch phrase” for Public?
built to show, built to grow
What’s the “catch phrase” for Practical Value?
news you can use
What’s the “catch phrase” for Stories?
information travel under the guise of idle chatter
What are the 5 key traits of social currency?
- Scarcity2. Exclusivity3. Inner Remarkability4. Leverages Game Mechanics5. How the person talking about it appears
How can your product be made “Public”?
Making it observable.Ex: Apple logo on every Mac
Why should your product be made “Public”?
- it must be seen to be imiated2. initiates herd mentality3. products advertise themselves
Name 2 strategies for going “Public”?
- Giveaways (branding centered)2. Capturing a niche
What is the most important rule for “Stories”?
Band/ Product must be integral to the story!
What are some qualities of a “Story”?
Drama, romance, action, climax, remarkability, emotion
People don’t think in terms of _________, they think in terms of ___________.
People dont think in terms of INFORMATION, they think in terms of NARRATIVES
In order for your story to “catch a wave”, you should _______
talk aboutsomething people already want to talk about
What is Valuable Virality?
When the viral post relates to the product or branding
Give an example of Valuable Virality in Story Telling.
Dove & Beauty StandardsThey launched a campaign when impossible beauty standards for models was a hot topic. Even though they made a low cost/low effort ad, the advertisement went viral and Dove was in the center of it.
