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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation
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The Science Behind Word of Mouth and Why Things Go Viral

The Science Behind Word of Mouth and Why Things Go Viral | Curation, Social Business and Beyond |

Tweet About Jonah Berger is a Marketing professor at the Wharton School at the University of Pennsylvania, and author of the New York Times bestseller Contagious: Why Things Catch On.

janlgordon's insight:

Jonah Berger has written a very informative piece on what triggers word of mouth and what factors have to occur to make this happen. This appeared on the wordofmouth blog.

There are many factors that make content, a campaign, a person go viral. Lately I've become very interested in influence marketing and how that plays a role in this.

Here are some highlights:

Triggers have a big impact on human behavior

Triggers shape the choices we make, the things we talk about, and the products we buy.

For example: Playing French music at the grocery store makes people more likely to buy French wine, and playing German music makes people more likely to buy German wine.

But the best part about triggers? Anyone can apply this concept. By linking your product or idea to prevalent triggers you can help your own initiatives succeed.  

Here is a post by Marty Smith. He has written many articles but 5 of those posts went viral", or about 1% of all the posts that he wrote at that time, he took a moment to see why these went viral and what they all had in common.

Here's what caught my attention:

5 Magical Curation Tools Analysis

Let’s start by looking into why “5 Magical Tools” might have received so much social support:

  • Power Twitter Accounts are Critical to Going Viral.
  • Shorter is better (more of a gut feeling than in the data, but all 5 are on the shorter side).
  • Visuals are Important.
  • Plus Twitter is more powerful than either alone.

Here is the link to an intro and the article:

I think Influence marketing plays a big role in making things go viral, here's an article from Forbes The 'Ws' Of Influence Marketing that talks about the importance of leveraging influencers in a niche that relates to your product or service. 

"If you understand why people talk and share, you can get the word out about any product or idea. From BtoC to BtoB. From recycling initiatives and logistics management software to political causes and new products"Jonah Berger

Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond

Read article here: []


Tim Fernback's curator insight, October 22, 2013 6:42 PM

Great insight into why things go viral.  "Why Things Catch On" is a must read for online marketers.  Not so much about social media valuations, but an interesting read none-the-less.

Edwin Tam's curator insight, October 22, 2013 9:46 PM

Triggers. Hmmm... That's like lighting the fuse yes?

internetdoctor's curator insight, March 7, 2014 9:41 AM

Something "triggers" us to make a move.  It is something in the psychology we call it a "stimulus" that elicits a "response".  What is that stimulus that triggers so many responses in people that make word of mouth really work.  Perhaps there is a science to it...but why does Rebecca Black's Friday video have millions of views, and your YouTube video that has amazing information has 10?  Clearly Rebecca has a trigger that you and I do not have...what is it?

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Social Influence Marketing is Hot - Here are 6 Trends to Watch

Social Influence Marketing is Hot  - Here are 6 Trends to Watch | Curation, Social Business and Beyond |

Another insightful piece by Mark Schaefer for his blog. Here's what you'll find in this article:

**understand your own influence in the marketplace individually and as a business 

**how to curate your audience, and discover if they are influencers, advocates or friends once you know this, there is good information and strategy to help you manage, leverage and utilize this knowledge in your business.

**what social influence measuring tools are out there today that are determining social influence   who is creating buzz, changing behavior and driving sales through recommendations and much more. 

**what tools are out there, what companies are moving into this space with better ways of determining who the influencers are and what this means to your business and to you as an individual and much more......


"Social influence marketing is moving out of the experimental stage and into the mainstream. What's next?"

Here are a few highlights that caught my attention: 

Moving out of the lab

Mark Schaffer:

"I recently met with Azeem Azhar, the very bright and ambitious founder of PeerIndex and he noted that in 2012, social influence marketing and outreach programs are moving out of the “experimental stage” and into mainstream marketing budgets".

Connecting Online Conversations to Offline Buying Behavior

Many critics contend that online influence does not necessarily translate to offline buying behavior — but these dots are being connected very quickly.

In fact, it’s already happening. Whether we like it or not.........

Smart phones are going to auto-publish content to your Facebook timeline and other platforms

**where we are shopping, what we are listening to, what we are viewing.

**So it’s a simple matter of connecting your conversations with influencers to these actions.

 *More and more search results are including recommendations from your friends, which will also support connections between online and offline behaviors.

Over time, an actual dollar value will be assigned to your “influence power.”

Selected by Jan Gordon, covering "Curation, Social Business and Beyond"

Read full article here: []

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Do You Know How Social Currency Influences Behavior?

Do You Know How Social Currency Influences Behavior? | Curation, Social Business and Beyond |
Conversation Agent quotes on Influence from Valeria Maltoni It's the age of the connected customer and people are now comfortable using technology to share -- privately or in public.

Here are some highlights:

How social currency influences behavior

**Social influences include peer pressure and social exchange. The latter is stronger than an economic motive.

**Most human interactions consist of an exchange of value. From a psychological standpoint, actions like sharing signal desire for self expression, need for validation, and social status recognition, and also simply altruism and affinity with a group or cause.

**Both social influences are amplified in public settings.

Psychologist Robert Cialdini documented six principles of ethical persuasion:

**social proof






Selected by Jan Gordon covering "Curation, Social Business and Beyond"

Read full article, see slideshare, images here: []

Thomas Wooldridge's comment, April 19, 2013 7:17 AM
social Proof.. It is what we all seek