S T E P P S
based on the book Contagious and research by Jonah Berger
w h y t h i n g s c a t c h o n
STEPPS
An acronym for the top six things that one can attribute to the success of a product or potentially viral entity.
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Social Currency
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Triggers
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Emotion
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Publicity
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Practical Value
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Stories
As you go through this presentation, ask yourself the questions and think about how you could incorporate the qualities asked about the in questions into your product or idea.
$OCIAL CURRENCY
Does your product or idea make people feel like insiders?
Does your product make people look cool when they talk about it?
best when watched from 2:15
triggers
Data from http://www.google.com/trends for the days between May 23, 2011 and June 24, 2011.
This shows that the word 'friday' acts as a trigger or reminder to watch the video.
emotion
Emotions that get you moving about something have positive effects, as you are more likely to share, but some emotions have negative effects that cause you to not do much, like sadness.
publicity
- What are you doing to make your product publicly visible?
- Is your product visible to others when used?
- When seen, can it be identified?
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Do your advertisements urge people to make connections to everyday objects (triggers)?
practical value
- Will your product make an everyday activity easier?
- Is it well priced for the consumer?
- How can you highlight incredible value, packaging your knowledge and expertise into useful information?
stories
- Is your product or idea embedded in a broader narrative that people will want to share?
- Put your product in a "trojan horse" story, subliminally and subconsciously the story is really about your product.
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Is the story not only viral [worthy], but valuable?