Six Principles of Contagiousness (STEPPS) Second Part:
Last week I have talked about three principles of contagiousness which are social currency, triggers, and emotions. Hopefully, the information is helpful. And in this post, I will continue to talk about the rest three principles of contagiousness which are public, practical value and stories.
Forth, Public. The main idea of this principle is can people see when others are using our product? There is a famous phrase “Monkey see, monkey do” captures more than just the human tendency to imitate. It also tells us that if we can’t see we can’t make a copy. So, just like Berger said making things more observable makes them easier to imitate, which makes them more likely to become popular, therefore, we need to make our products and ideas more public. We need to design products and initiatives that advertise themselves and create behavioral residue that sticks around even after people have bought the product or espoused the idea.
There is a very popular app among Chinese people which name is MYOTee. You can use this app to create your ideal cartoon avatar. The app provides hairstyles, faces, eyes, noses, mouths and many other materials for people to make up their own avatar. These avatars can be like people’s real face, or showing someone’s character, or showing people’s lifestyle or even can create a famous person’s face. This kind of fun and easy operate product are always attracting people’s view and quickly spread out. I remembered that night I did the last check of my social media platforms and find nothing special then went sleep. On the next morning, I found such cartoon avatar came up all around my social media platforms. People were all showing their creations or sharing other’s good creations.This is a great example how public works.
Original post by Chang Bo Tian Xia
Fifth, Practical Value. The main idea of this principle is whenever you can help people and make them do things easier or better, they will want to share it. Like Berger said, people like to help others, so if we can show them how our products or ideas will save time, improve health, or save money, they’ll spread the word. By doing so, we need to understand what makes something seem like a particularly good deal. We need to highlight the incredible value of what we offer-monetarily and otherwise. We need to package our knowledge and expertise so that people can easily pass it on.
I think nearly all college students should familiar with Chegg.com. Chegg is an American online textbook rental company based in Santa Clara, California, that specializes in online textbook rentals, homework help, online tutoring, scholarships and internship matching. The major advance feature of Chegg is their 24/7 homework help and online tutoring. You post your question either from a textbook or given by a professor. There will be other people or tutor answer your questions with high-quality content and help you solve your homework problems. Think about that, it’s midnight before an exam day. You have a problem can’t solve by yourself and can’t ask anyone at this time. What should you do to get ready before the exam? Use Chegg. Post your question and wait for other people’s answer in just a few minutes. Get ready for the test. When your classmates ask you how to get an A for this class, you will definitely say use Chegg! The student is a big consumer group. One of the most important attractions for students is practical value for their study. Chegg.com catch the point and did it well.
The last one, Stories. People don’t just share information, they tell stories. But just like the epic tale of the Trojan Horse, stories are vessels that carry things such as morals and lessons. Information travels under the guise of what seems like idle chatter. So, we need to build our own Trojan horses, embedding our products and ideas in stories that people want to tell. In addition, we need to do more than just tell a great story. we need to make virality valuable. We need to make our message so integral to the narrative that people can’t tell the story without it.
Some companies do this much better. Blendtec, is a company that sells professional and home blenders, that makes a video series called “Will It Blend?”. They make videos where they’ll put wired things like a brand-new iPhone into their blender and blend it into powder. This is absolutely a cool story. If you saw that, you might want to share it with your friends, but notice how the product is an integral part of that story. You can’t tell that story without the blender. And especially-oriented people have really hard time understanding that most people don’t talk about weird specs and details, they share stories. When you talk to a friend, you won’t tell there is a new blender with improved revolutions per minute on its blades, but you might share the story of how you saw the new iPhone got blended into powder.
Ok, here is all about I want to share the Six Principles of Contagiousness (STEPPS). Hopefully, my information can help you better understand the concept. I will keep working on share more social marketing related information.
At the end, I want to share a video that talks about Six STEPPS well.
