Contagious: Berger's STEPPS for Creating Viral Messages

Word of Mouth Marketing > Best Practices Log in

Contagious: Berger's STEPPS for Creating Viral Messages
Jaap de Jonge, CEO, Netherlands, Editor
A key assumption of viral marketing is that when a message reaches a receptive person, he will be "infected". As long as (on average) each infected person passes the message to more than one other person (i.e., the basic 'reproductive rate' is greater than one), the number of infected people will grow according to an exponential curve, until eventually the people that are receptive to this message have been reached and the campaign fades out.

But why are certain ideas, products or messages spreading like a virus while others do not?
According to Wharton Marketing Professor Jonah Berger in his new book "Contagious: Why Things Catch On", viral marketing is not about:
- Luck
- Who is telling a story
- Social media (only 7 percent of mouth to mouth advertising occurs online).

Rather the reasons for messages or ideas to spread quickly (or not) ...Register

Spread of Public Manifestations in Brasil
Rodolfo Stonner, Manager, Brazil, Member
Very interesting. I've been wondering about how these popular manifestations all of you must have seen on the Internet here in my country were spread....

STEPPS Model Useful and Important
Isaias Joao, Director, Angola, Member
This was very interesting. In fact STEPPS are very important to walk, and should be also important to work....

Made to Stick: The SUCCES Acronym
Jim Burke, Manager, United States, Member
Nice summary. Made to Stick (Source: Wikipedia) suggests: The book's outline follows the acronym "SUCCES" (with the last s omitted). Each letter refer...

SUCCES and STEPPS Acronyms for Sticky Messages
Jaap de Jonge, CEO, Netherlands, Editor
@Jim BurkeThanks for emphasizing the earlier SUCCES acronym; in my summary it is only implicitely mentioned.


Special Interest Group Leader

Word of Mouth Marketing

Best Practices
Expert Tips


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2018 12manage - The Executive Fast Track. V14.1 - Last updated: 18-10-2018. All names of their owners.