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Jonah Berger
Ever wondered why some things become popular, and other don't? Why some products become hits while others flop? Why some ideas take off while others languish? What are the key ideas behind viral marketing? This course explains how things catch on and helps you apply these ideas to be more effective at marketing your ideas, brands, or products. You'll learn how to make ideas stick, how to increase your influence, how to generate more word of mouth, and how to use the power of social networks to spread information and influence. Drawing on principles from his best-selling book, "Contagious: Why Things Catch On," Professor Jonah Berger illustrates successful strategies for you to use buzz to create virality so that your campaigns become more shareable on social media and elsewhere. By the end of this course, you'll have a better understanding of how to craft contagious content, build stickier messages, and get any product, idea, or behavior to catch on.
Register for this course and see more details by visiting:
OpenCourser.com/course/ibkanf/viral
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What's inside
Syllabus
What Makes Ideas Sticky?
In this module, you'll start to learn what makes products, ideas, and behaviors contagious; in other words, why they catch on. You'll explore the science behind why some things become popular while others fail. You'll also discover the key principles, or six SUCCESs” factors that make messages stick. Finally, you'll learn how to make any idea more memorable, whether it’s a pitch to your boss or a lesson you want students to remember.
Read more
Syllabus
What Makes Ideas Sticky?
In this module, you'll start to learn what makes products, ideas, and behaviors contagious; in other words, why they catch on. You'll explore the science behind why some things become popular while others fail. You'll also discover the key principles, or six SUCCESs” factors that make messages stick. Finally, you'll learn how to make any idea more memorable, whether it’s a pitch to your boss or a lesson you want students to remember.
Read more
How Social Influence Shapes Behavior
In this module, you'll examine how social influence shapes everything people do: from the products we buy and candidates we vote for to the food we like and careers we pursue. You’ll learn how people use others to help them make choices and how companies leverage this power to shape the products and services we use. You'll discover when people are more likely to conform or do the same thing as others, and when they are more likely to diverge or do something different. At the end of this module, you'll understand how to avoid being influenced by others and how to use influence to make yourself more successful.
The Power of Word of Mouth
This module will teach you about the power of word of mouth. You’ll learn why word of mouth, or person to person communication, is 10 times as effective as traditional advertising. Further, you’ll discover why some products or ideas get talked about more than others. Why some online content goes viral or some things get more buzz. You’ll learn the six key STEPPS that drive people to share, and how by understanding those drivers, you can make anything more contagious.
Social Networks
In this module, you'll learn what social networks are, and how they shape the spread of information and influence. How the patterns of social ties between people determine what we do, and what catches on. How people we’ve never even met can influence our tastes and preferences. You’ll learn about how strong and weak ties help get people jobs, and whether to concentrate or spread out marketing resources when launching a new product. By the end of this module, you'll not only be able to analyze the success of popular products, ideas, and services, but also apply these insights to make your own stuff more likely to catch on.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops the foundational concepts of virality and the six SUCCESs factors that make messages stick
Examines real-world examples of successful viral marketing strategies
Taught by Jonah Berger, a recognized expert in marketing and viral advertising
Explores the role of social networks in the spread of information and influence
Demystifies complex concepts of marketing and presents them in a clear and engaging way
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Save Viral Marketing and How to Craft Contagious Content to your list so you can find it easily later:
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Reviews summary
Well-received viral marketing summary
Learners largely praise this easy-to-follow course on Viral Marketing. They appreciate the engaging assignments, simple explanations, and good examples offered as part of this excellent and helpful course. While a handful of students remarked that audio quality could be improved, many students say that this course remains a great use of stories for anyone working in PR or social media.
Course helps you understand how an idea spreads and becomes popular.
"It is a course of social psychology."
"It describes how an idea is spread and why an idea can be viral."
Excellent course with good examples and engaging assignments.
"The course was excellent, I really liked the way that it was presented and the examples he used."
"Enjoyable with simple explanations and good examples!"
Audio quality is a bit weak.
"my only recommendation is to improve the audio, the quality was very low."
"Excellent content. The audio though was weak."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Viral Marketing and How to Craft Contagious Content with these
activities:
Analyze social media campaigns
Show steps
Analyze social media campaigns to identify the factors that make them successful or unsuccessful.
Browse courses on
Social Media Marketing
Show steps
-
Collect data on social media campaigns.
-
Analyze the data to identify the factors that contribute to the success or failure of the campaigns.
-
Draw conclusions about the factors that make social media campaigns successful.
Identify the six SUCCESs factors
Show steps
Practice identifying the six SUCCESs factors in different examples of viral content.
Show steps
-
Review the six SUCCESs factors.
-
Find examples of viral content that you think are successful.
-
Identify the six SUCCESs factors in each example.
Attend a social media marketing conference
Show steps
Attend a social media marketing conference to learn from experts and network with other professionals in the field.
Browse courses on
Social Media Marketing
Show steps
-
Research social media marketing conferences.
-
Register for a conference.
-
Attend the conference and participate in the sessions and networking events.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Read Contagious: Why Things Catch On
Show steps
Read the book "Contagious: Why Things Catch On" to gain a deeper understanding of the principles of virality.
View
Magic Words
on Amazon
Show steps
-
Read the book.
-
Take notes on the key concepts.
-
Apply the concepts to your own work.
Write a blog post about the principles of virality
Show steps
Write a blog post that explains the principles of virality and how they can be used to create more effective marketing campaigns.
Browse courses on
Viral Marketing
Show steps
-
Research the principles of virality.
-
Write a blog post that explains the principles of virality and how they can be used to create more effective marketing campaigns.
-
Promote your blog post through social media and other channels.
Create a viral video
Show steps
Create a viral video that demonstrates your understanding of the principles of viral content.
Browse courses on
Video Marketing
Show steps
-
Define your target audience.
-
Develop a creative concept that will appeal to your target audience.
-
Create a high-quality video that is shareable and engaging.
-
Promote your video through social media channels.
-
Monitor your video and make adjustments as needed.
Create a social media campaign
Show steps
Create a social media campaign that demonstrates your understanding of the principles of virality.
Browse courses on
Social Media Marketing
Show steps
-
Define your target audience.
-
Develop a creative concept that will appeal to your target audience.
-
Create high-quality content that is shareable and engaging.
-
Promote your campaign through social media channels.
-
Monitor your campaign and make adjustments as needed.
Design a social influence campaign
Show steps
Design a social influence campaign that demonstrates your understanding of the principles of social influence.
Browse courses on
Social Influence
Show steps
-
Define your target audience.
-
Identify the desired behavior change.
-
Develop a strategy to use social influence to promote the desired behavior change.
-
Create a plan to implement your strategy.
-
Evaluate the effectiveness of your campaign.
Analyze social media campaigns
Show steps
Analyze social media campaigns to identify the factors that make them successful or unsuccessful.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Collect data on social media campaigns.
- Analyze the data to identify the factors that contribute to the success or failure of the campaigns.
- Draw conclusions about the factors that make social media campaigns successful.
Identify the six SUCCESs factors
Show steps
Practice identifying the six SUCCESs factors in different examples of viral content.
Show steps
Show steps
Show steps
- Review the six SUCCESs factors.
- Find examples of viral content that you think are successful.
- Identify the six SUCCESs factors in each example.
Attend a social media marketing conference
Show steps
Attend a social media marketing conference to learn from experts and network with other professionals in the field.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Research social media marketing conferences.
- Register for a conference.
- Attend the conference and participate in the sessions and networking events.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Read Contagious: Why Things Catch On
Show steps
Read the book "Contagious: Why Things Catch On" to gain a deeper understanding of the principles of virality.
View
Magic Words
on Amazon
Show steps
Show steps
Show steps
- Read the book.
- Take notes on the key concepts.
- Apply the concepts to your own work.
Write a blog post about the principles of virality
Show steps
Write a blog post that explains the principles of virality and how they can be used to create more effective marketing campaigns.
Browse courses on
Viral Marketing
Show steps
Show steps
Show steps
- Research the principles of virality.
- Write a blog post that explains the principles of virality and how they can be used to create more effective marketing campaigns.
- Promote your blog post through social media and other channels.
Create a viral video
Show steps
Create a viral video that demonstrates your understanding of the principles of viral content.
Browse courses on
Video Marketing
Show steps
Show steps
Show steps
- Define your target audience.
- Develop a creative concept that will appeal to your target audience.
- Create a high-quality video that is shareable and engaging.
- Promote your video through social media channels.
- Monitor your video and make adjustments as needed.
Create a social media campaign
Show steps
Create a social media campaign that demonstrates your understanding of the principles of virality.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Define your target audience.
- Develop a creative concept that will appeal to your target audience.
- Create high-quality content that is shareable and engaging.
- Promote your campaign through social media channels.
- Monitor your campaign and make adjustments as needed.
Design a social influence campaign
Show steps
Design a social influence campaign that demonstrates your understanding of the principles of social influence.
Browse courses on
Social Influence
Show steps
Show steps
Show steps
- Define your target audience.
- Identify the desired behavior change.
- Develop a strategy to use social influence to promote the desired behavior change.
- Create a plan to implement your strategy.
- Evaluate the effectiveness of your campaign.
Career center
Learners who complete Viral Marketing and How to Craft Contagious Content will develop knowledge and skills
that may be useful to these careers:
Content Marketing Manager
Content Marketing Manager
Content Marketing Managers plan and execute content marketing campaigns to attract and engage customers. They create and distribute content, such as blog posts, articles, infographics, and videos, to educate and inform customers about their products or services. Viral Marketing and How to Craft Contagious Content may be useful for Content Marketing Managers because it can help them understand how to create content that is more likely to be shared and talked about by consumers. This could lead to increased website traffic, leads, and sales.
Digital Marketing Manager
Digital Marketing Manager
Digital Marketing Managers plan and execute digital marketing campaigns to promote products, services, or brands. They use a variety of digital marketing channels, such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media, and email marketing, to reach target audiences. Viral Marketing and How to Craft Contagious Content may be useful for Digital Marketing Managers because it can help them understand how to create digital marketing campaigns that are more likely to be shared and talked about by consumers. This could lead to increased website traffic, leads, and sales.
Social Media Manager
Social Media Manager
Social Media Managers plan and execute social media campaigns to promote products, services, or brands. They use social media platforms to connect with consumers, build relationships, and generate leads. Viral Marketing and How to Craft Contagious Content may be useful for Social Media Managers because it can help them understand how to create social media content that is more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and customer loyalty.
Brand Manager
Brand Manager
Brand Managers plan and execute branding campaigns to build and maintain a positive image for their brands. They work with marketing, sales, and product development teams to create and execute branding campaigns that will reach target audiences and drive sales. Viral Marketing and How to Craft Contagious Content may be useful for Brand Managers because it can help them understand how to create branding campaigns that are more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and customer loyalty.
Product Marketing Manager
Product Marketing Manager
Product Marketing Managers plan and execute product marketing campaigns to launch new products or services and to promote existing products or services. They work with product development, sales, and marketing teams to create and execute marketing campaigns that will reach target audiences and drive sales. Viral Marketing and How to Craft Contagious Content may be useful for Product Marketing Managers because it can help them understand how to create product marketing campaigns that are more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and customer loyalty.
Advertising Manager
Advertising Manager
Advertising Managers plan and execute advertising campaigns to promote products, services, or brands. They work with advertising agencies and other vendors to create and place advertisements in a variety of media, such as television, radio, print, and online. Viral Marketing and How to Craft Contagious Content may be useful for Advertising Managers because it can help them understand how to create advertising campaigns that are more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and customer loyalty.
Freelance Writer
Freelance Writer
Freelance Writers create and edit written content for a variety of clients, such as businesses, non-profit organizations, and government agencies. They may work on a variety of projects, such as marketing materials, website content, and articles. Viral Marketing and How to Craft Contagious Content may be useful for Freelance Writers because it can help them understand how to create content that is more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and customer loyalty.
Social Media Specialist
Social Media Specialist
Social Media Specialists plan and execute social media campaigns to promote products, services, or brands. They use social media platforms to connect with consumers, build relationships, and generate leads. Viral Marketing and How to Craft Contagious Content may be useful for Social Media Specialists because it can help them understand how to create social media content that is more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and customer loyalty.
Copywriter
Copywriter
Copywriters create and edit written content for a variety of purposes, such as marketing, advertising, public relations, and journalism. They may work for a variety of organizations, including businesses, non-profit organizations, and government agencies. Viral Marketing and How to Craft Contagious Content may be useful for Copywriters because it can help them understand how to create content that is more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and customer loyalty.
Content Writer
Content Writer
Content Writers create and edit written content for a variety of purposes, such as marketing, advertising, public relations, and journalism. They may work for a variety of organizations, including businesses, non-profit organizations, and government agencies. Viral Marketing and How to Craft Contagious Content may be useful for Content Writers because it can help them understand how to create content that is more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and customer loyalty.
Influencer
Influencer
Influencers use their social media platforms to share their thoughts and experiences with their followers. They may work with brands to promote products or services, or they may simply share their own content. Viral Marketing and How to Craft Contagious Content may be useful for Influencers because it can help them understand how to create content that is more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and opportunities for collaborations with brands.
Public Relations Specialist
Public Relations Specialist
Public Relations Specialists plan and execute public relations campaigns to build and maintain a positive image for their clients. They work with the media, customers, employees, and other stakeholders to create and distribute positive messages about their clients. Viral Marketing and How to Craft Contagious Content may be useful for Public Relations Specialists because it can help them understand how to create public relations campaigns that are more likely to be picked up and shared by the media. This could lead to increased visibility and positive publicity for their clients.
Blogger
Blogger
Bloggers create and publish content on a regular basis on their own websites or blogs. They may write about a variety of topics, such as personal experiences, current events, or product reviews. Viral Marketing and How to Craft Contagious Content may be useful for Bloggers because it can help them understand how to create content that is more likely to be shared and talked about by consumers. This could lead to increased website traffic, income from advertising, and opportunities for collaborations with brands.
Marketing Manager
Marketing Manager
Marketing Managers plan, implement, and manage marketing campaigns to promote products, services, or brands. They may work for a variety of organizations, including businesses, non-profit organizations, and government agencies. Viral Marketing and How to Craft Contagious Content may be useful for Marketing Managers because it can help them understand how to create marketing campaigns that are more likely to be shared and talked about by consumers. This could lead to increased brand awareness, sales, and customer loyalty.
Public relations manager
Public relations manager
Public Relations Managers plan and execute public relations campaigns to build and maintain a positive image for their clients. They work with the media, customers, employees, and other stakeholders to create and distribute positive messages about their clients. Viral Marketing and How to Craft Contagious Content may be useful for Public Relations Managers because it can help them understand how to create public relations campaigns that are more likely to be picked up and shared by the media. This could lead to increased visibility and positive publicity for their clients.
For more career information including salaries, visit:
OpenCourser.com/course/ibkanf/viral
Reading list
We've selected 43 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Viral Marketing and How to Craft Contagious Content.
Save
This is the book the course is based on and serves as an excellent resource to delve deeper into the material covered in the course.
Save
Provides a complementary perspective on how to create memorable and persuasive messages, which is highly relevant to the course's focus on crafting contagious content.
Save
Explores the concept of social epidemics and how ideas and behaviors spread through populations, providing valuable insights into the mechanisms of virality discussed in the course.
This classic work in persuasion psychology offers a comprehensive understanding of how people are influenced by others, providing a strong foundation for the course's exploration of social influence.
Provides a comprehensive overview of the psychology of persuasion. Cialdini identifies six principles that can help you persuade others to your point of view.
Investigates the formation and maintenance of habits, offering insights into how to shape behaviors and create lasting change, which is relevant to the course's focus on creating contagious content.
Explores the irrational and often predictable behaviors of people, providing a valuable perspective on the psychological factors that influence how messages are received and shared.
This academic text provides a comprehensive overview of the psychological processes involved in social influence, offering a deeper understanding of the topics covered in the course's second module.
This influential work examines the spread of new ideas and technologies, providing a historical and theoretical framework for understanding how viral content propagates.
Save
Explores the impact of social networks on our health, happiness, and success, providing practical insights into how to leverage social connections for personal and professional growth.
Save
Provides an introduction to the science of networks, offering insights into the structure and dynamics of social networks, which is essential for understanding the spread of information and influence online.
Save
Explores the science of habit formation. Duhigg explains how habits work, and he offers strategies for changing bad habits and creating good ones.
This textbook provides a comprehensive overview of social psychology, including the topics of social influence, conformity, and group dynamics. It provides additional insights into the psychological factors that contribute to the spread of ideas and behaviors.
Provides a hands-on guide to conducting social network analysis, offering valuable tools and techniques for understanding the structure and dynamics of social networks.
Explores the social nature of human beings. It valuable resource for anyone who wants to understand how to build stronger relationships and create a more fulfilling life.
Examines the challenges that large companies face when they try to innovate. Christensen argues that large companies are often too slow to adopt new technologies, and he offers a framework for understanding why this happens.
Save
Provides a practical guide to the principles and techniques of persuasion. It explores the different types of persuasion, how to develop persuasive arguments, and how to overcome resistance. It can be a valuable resource for marketers and communicators who want to improve their persuasive skills.
Provides a comprehensive overview of content marketing, offering practical advice on how to create and distribute valuable content that attracts and engages target audiences.
Provides a step-by-step guide to building a successful startup. Ries argues that startups should focus on learning and iteration, and he offers a number of tools and techniques for doing this.
Shares real-life examples and case studies of successful viral marketing campaigns, offering insights into how to create content that people are eager to share.
Save
Explores the psychological effects of having too many choices. It provides insights into how to design marketing campaigns that are more effective at helping consumers make decisions.
Save
Explores the concept of nudging, which involves using subtle cues to influence people's behavior. It provides insights into how to design marketing campaigns that are more effective at encouraging desired behaviors.
Save
Provides a comprehensive overview of the science of influence. It valuable resource for anyone who wants to learn how to persuade others and get what they want.
Provides a comprehensive overview of emotional intelligence and its role in personal and professional success. It can be a valuable resource for marketers and communicators who want to understand the role of emotions in consumer behavior.
Provides an in-depth look at the four most successful tech companies in the world. Galloway argues that these companies share a number of common traits, and he offers a framework for understanding why they have been so successful.
Explores the science of social intelligence and its role in building and maintaining relationships. It can be a valuable resource for marketers and communicators who want to understand the role of social networks in viral marketing.
Provides practical advice on how to develop charisma. It valuable resource for anyone who wants to learn how to make a more positive impression on others.
Provides a contrarian view of the startup world. Thiel argues that startups should focus on creating new markets,ではなく、既存の市場に参入すること。
Explores the strengths and challenges of introversion. It can be a valuable resource for marketers and communicators who want to understand the role of personality traits in consumer behavior.
Save
Explores the science of motivation and its role in achieving success. It can be a valuable resource for marketers and communicators who want to understand the role of motivation in consumer behavior.
Provides a framework for understanding the challenges of marketing and selling technology products to mainstream customers. Moore argues that there chasm between early adopters and mainstream customers, and he offers a number of strategies for crossing this chasm.
Provides a framework for personal and professional success. It valuable resource for anyone who wants to learn how to live a more productive and fulfilling life.
Provides a spiritual guide to living in the present moment. It valuable resource for anyone who wants to learn how to reduce stress and anxiety and live a more peaceful and fulfilling life.
Save
Explores the power of vulnerability. It valuable resource for anyone who wants to learn how to be more authentic and live a more meaningful life.
Save
Provides a year-long plan for happiness. It valuable resource for anyone who wants to learn how to create a more fulfilling life.
Save
Provides a practical guide to building good habits and breaking bad ones. It valuable resource for anyone who wants to learn how to make positive changes in their life.
Provides a motivational guide to self-love and self-acceptance. It valuable resource for anyone who wants to learn how to live a more confident and fulfilling life.
Provides a behind-the-scenes look at the challenges of building a successful startup. Horowitz shares his own experiences and offers advice on how to overcome the obstacles that you will face.
Provides a framework for understanding the five skills that are essential for disruptive innovation. Christensen, Dyer, and Gregersen offer a number of case studies to illustrate these skills in action.
Provides a practical guide to using lean product development to create innovative products and services. Olsen offers a number of tools and techniques for using this approach.
Save
Provides a practical guide to getting customers for your startup. Weinberg and Mares offer a number of actionable strategies for attracting and retaining customers.
Save
Provides a framework for understanding what makes a good strategy. Rumelt argues that good strategies are clear, focused, and aligned with an organization's resources.
Provides a behind-the-scenes look at the creative process at Pixar. Catmull and Wallace share their insights on how to create a culture of creativity and innovation.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/ibkanf/viral
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Jonah Berger
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Good to know
Develops the foundational concepts of virality and the six SUCCESs factors that make messages stick
Examines real-world examples of successful viral marketing strategies
Taught by Jonah Berger, a recognized expert in marketing and viral advertising
Explores the role of social networks in the spread of information and influence
Demystifies complex concepts of marketing and presents them in a clear and engaging way
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