The Secret Sauce of Viral Marketing: The STEPPS to Success
Ever wondered why some marketing campaigns skyrocket while others barely get off the ground? It's not just luck – it's science. And today, I'm sharing the secret sauce: Jonah Berger's STEPPS framework.
Who is Jonah Berger?
Jonah Berger is a world-renowned marketing professor, author, and expert on viral marketing. As a professor at the Wharton School of the University of Pennsylvania, he's published extensive research on word-of-mouth, social influence, and consumer behavior.
He's also the bestselling author of several books, including "Contagious: Why Things Catch On" and "Invisible Influence: The Hidden Forces That Shape Behavior." Berger's work has been featured in major publications like The New York Times and Harvard Business Review, and he's a sought-after speaker and consultant for top companies around the world.
What is STEPPS?
It's a simple, yet powerful, model that breaks down the six key ingredients for making your content contagious:
Social Currency: Make people look good by sharing your content.
Triggers: Associate your message with everyday reminders.
Emotion: Evoke feelings that spark action.
Public: Make your message visible and easily shareable.
Practical Value: Offer useful information people will want to pass along.
Stories: Wrap your message in a narrative that people will remember.
Real-World Example:
Remember the ALS Ice Bucket Challenge? It nailed STEPPS:
Social Currency: Participants looked cool and charitable.
Triggers: Summer heat triggered thoughts of ice water.
Emotion: The challenge evoked empathy and fun.
Public: Videos were highly visible on social media.
Practical Value: It raised awareness and funds for ALS research.
Stories: Each participant's video was a personal story of support.
