Tag Archives: viral marketing

Six Key Factors that Drive Word of Mouth: Podcast

‘Contagious’
Author Explains How to Make a Message Viral
By Marc
Dresner, Senior Editor, IIR
It’s
well understood that word-of-mouth is an extremely influential marketing
medium, but just how powerful may surprise you.

According
to Wharton Professor of Marketing Jonah Berger, $1 invested in WOM may actually
be worth up to 10 times that of a
conventional ad dollar

Jonah Berger

‘Word-of-mouth underlies most of the decisions people
make.’
‘Word-of-mouth underlies most of the decisions people
make,’ he told The Research Insighter.
As such,
a good read on WOM may be one of the most valuable forms of consumer
intelligence one could hope for, but are we really getting one?
Researchers
and marketers have increasingly fixated on passive capture of WOM through
technology’social media analytics, NLP, etc.
But
despite all of the hype around Facebook, Twitter, etc., Berger’author of the
best-seller ‘Contagious: Why Things Catch On”points
out only about 7% of WOM
happens online
.
This
isn’t to say that social media isn’t a good WOM proxy, but Berger advises not
to get too hung up on technology and media platforms’they come and go.
‘We need
to stop thinking in terms of technology and start thinking in terms of
psychology.’

‘We all understand word-of-mouth affects sales, but most businesses aren’t
being scientific about how to harness it and use those customer insights to
drive their sales,’ he explained.
‘We need
to stop thinking about WOM in terms of technology and start thinking in terms
of psychology,’ Berger said.
In this podcast for The
Research Insighter 
interview
series, Jonah Berger
 shares his ‘STEPPS’ framework and the six
factors that prompt people to pass something on…
Listen
to the podcast!

Download
the transcript!

Editor’s note: Jonah Berger will be speaking at TMRE 2015‘The Market Research Event’now
in its 13th year as the largest, most comprehensive research conference
in the world taking place November 2-4 in Orlando.
For information or to
register, please visit
TheMarketResearchEvent.com.

Ps. SAVE $100 when you register with code TMRE15BL!

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a publication for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Wired: Organized Chaos: Viral Marketing, Meet Social Media


We encourage you to check out Curtis Silver’s piece in Wired magazine in which he discusses the evolution of viral marketing and how it met with social media. Silver writes, viral marketing ‘ the technique of wrangling word-of-mouth to create a buzz around your product or idea ‘ has been a powerful tool since the first caveman started the first rumor. Spreading the word person to person is the stuff of Avon dreams ‘ and Bernie Madoff nightmares. And it requires the confidence to lose control of the message by setting it adrift. He discusses 2002′s BMW short film series, The Hire and how Mystery Science Theater 3000 played an integral part in the latter stages of “traditional” viral marketing.