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In his thought leadership event for WOM UK, Emanuel Rosen looks at what makes a contagious product - and what makes an inherently uncontagious product conversational anyway.
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Accelerating Buzz about Contagious Products
[email protected] @EmanuelRosen
Contagious► Inherent attributes
► 83% recommended► 47% bought as gifts
Accelerating► External efforts
► 1,200 pastors► 400,000 copies
Source: Greg Stielstra, Pyromarketing
Was your father a thief?
Contagious Products
Communication Products
Source: Edible Arrangements
Interaction products
Compatible
I had in my brain a mental list of kinds of things that I would like an information organizer to do, and then when I saw it, it was just ‘click’.
A note about compatibility
Products that advertise themselves
Evoke emotional response
Products that simplify things
Leave traces behind
Allow creativity
Things that get buzz get more buzz
Accelerating Buzz
1. Wide scale seeding
2. Surprise
1 2 3 4 5
3. Find a Hook
4. Uneven distribution of information
5. Stimulate InteractionRed Bull on Facebook.com
Hubs
http://video.google.com/videoplay?docid=-5056161883824941101
► Social hubs► Expert hubs
6. Connect to passion
Strategies I Discussed here last year
1. Create opportunities for visual buzz2. Make it easy to spread the word3. Give us something to talk about4. Encourage participation5. Encourage self-expression / creativity6. Use mass media7. Tell a good story8. Work with hubs
http://www.youtube.com/watch?v=qKAInP_tmHk Saturn Homecoming
Gmail on YouTube
http://www.redbullartofcan.com/#config/what.xml
www.stories.dupont.com
Accelerating Buzz about Contagious Products
[email protected] @EmanuelRosen