SXSW Interactive 2013
Contagious: Why Things Catch On
Why do Cheerios generate more word of mouth than Disney World? How did a farmer shucking corn on camera garner 7 million views on You Tube? In this presentation, Jonah Berger, a Wharton professor and author of the upcoming book CONTAGIOUS: WHY THINGS CATCH ON, explains the common elements in every word of mouth sensation. Based on a decade of original research and studies from other experts, Jonah Berger will explain why The Tipping Point is only half the story. The message matters more than the messenger. Jonah Berger will teach the audience the things that any marketer can do to craft a compelling message that customers will want to share.
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- How much word of mouth happens via social networks?
- Which emotions are more likely to prompt social sharing?
- How can a utilitarian product create word-of-mouth excitement?
- How can you use environmental triggers to prompt word of mouth?
- Why do exclusive sites have more buzz than ones that are open to anyone?
- Jonah Berger, James G. Campbell Assistant Professor of Marketing, University of PA, Wharton School of Business
Richard Rhorer, Vice President, Associate Publisher, Simon & Schuster