Wharton School’s Jonah Berger talks about a smarter kind of viral [#IUNY13]

by Kate Brodock on 23 April 2013

Posted in: Conferences & Events,Toolkit

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A 7 minute Master Class on “A Smarter Kind of Viral,” with James B Campbell Assistant Professor of Marketing at Wharton Business School and Authorof Contagious. Part of Fast Company’s Innovation Uncensored 2013 event, 23-24 April in NYC.


Key takeaways:

  • Why do things go viral? What can organizations learn from it?
  • Word of mouth has a big impact on human behavior. Trust and targeting. You trust where it comes from, and you’re not going to hear about it unless it’s relevant.
  • Only 7% of WOM is online.
  • Things don’t go viral because of cats.
  • Social Transmission: Why do people talk and share? It’s not random, it’s not luck.
  • Six key steps: Social Currency, Triggers, Emotion, Public, Practical Value, Stories.
  • Top-of-mind means tip-of-tongue. Pick the right triggers.

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