For marketers, ‘Viral’ has become something of a holy grail. It is oftentimes seen as the remedy that can make all things better. Everybody is in search of it, yet most find it just out of their reach. Wouldn’t it be great if it were as easy as the cartoon? (let’s forget about ethics, or legality, or anything ‘real’ for just a moment…)
Seriously, though, aren’t we all looking for that formula or special sauce that will take our content viral? Outside of kittens or things that really hurt, though, it seems like most viral is kind of random, unplanned, or, at best, seredipitous.
That’s why the stuff Jonah Berger is working on is so exciting. Jonah is a Professor of Marketing over at the Wharton School of the University of Pennsylvania and his new book, “Contagious: Why Things Catch On” methodically breaks down what his research has shown in terms of what makes certain ideas, products, and services more likely to be talked about than others. It turns out it is not completely random – there are similarities that can be replicated and strategically applied to generate greater likelihood of them spreading.
For those of you who have attended Brand ManageCamp in the past, Jonah’s style is reminiscent of Dan Heath (“Made To Stick”) in that is is easy to understand, straightforward, example-based, and fun. And we are so glad that Jonah will be joining us to speak at Brand ManageCamp 2013 in September in Las Vegas. I hope you will check out his book, and perhaps you’ll even choose to join us to see him (and 13 other awesome speakers) in person!