We all know ideas and information spread through word of mouth. But according to Berger, the key to making things really popular happens long before it's dis...
What is the "science" behind social transmission? Only 7% of SHARES comes online. Vast majority of Word-of-Mouth happens face-to-face. Why do things get talked about and shared?
Half of what is in Tipping Point is WRONG. Focus so much on special people we ignore what is really important - the message. Need to understand the psychology of sharing.
Shares story of Please Don't Tell, the secret bar in NYC. http://pdtnyc.com/ Social currency effects how people see us. We like to share things that make us look smart and in the know.
Why is Rebecca Black's video viral? over 300M views? Why? Triggers are stimulus that make us think about something else. Triggers make products, ideas or memes "Top of Mind". Black, by calling her song Friday, linked to a trigger.
Disneyland gets out viraled by Cheerios because we eat breakfast daily but only go to Disneyland every now and again. Corona has made the beach a trigger.
Coffee with Kit Kat messaging created a great trigger because you drink more coffee than you eat chocolate. By linking Kit Kat to coffee the trigger (coffee) makes people think about having chocolate.
All stories have a "surprise inside" like Will It Blend. A story or message that carries the brand for the ride.
Berger's website and book link