Emanuel Rosen: Contagious Products
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description
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.
Transcript of Emanuel Rosen: Contagious Products
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
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
www.stories.dupont.com
