From the course: Jonah Berger on Viral Marketing

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Six STEPPS to getting people to share

Six STEPPS to getting people to share

From the course: Jonah Berger on Viral Marketing

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Six STEPPS to getting people to share

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- What makes things viral? And why do people talk about some things rather than others? I spent the last 10 years with an amazing set of collaborators, studying why people talk about and share things. We've looked at thousands of pieces of online content, tens of thousands of brands, and millions of purchases across the United States. We've done dozens of studies at universities like Harvard, Wharton, and Stanford, and again and again, we saw that the same six principles kept driving people to talk and share. It wasn't random, it wasn't luck. There was a science behind why people pass things on. Whether we're talking about ideas, physical products, or even initiatives, the same six psychological drivers were causing people to share. I've put those six key steps in a framework. In fact, it's called STEPPS. It starts with social currency, then triggers, emotion, public, practical value, and stories. In each of the video segments moving forward, I'll explain why…

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