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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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Takeaways

  1. How much word of mouth happens via social networks?
  2. Which emotions are more likely to prompt social sharing?
  3. How can a utilitarian product create word-of-mouth excitement?
  4. How can you use environmental triggers to prompt word of mouth?
  5. Why do exclusive sites have more buzz than ones that are open to anyone?

Speakers

Organizer

Richard Rhorer, Vice President, Associate Publisher, Simon & Schuster

Meta Information:

  • Event: Interactive
  • Format: Solo
  • Track: Content and Distribution
  • Level: Intermediate
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