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Social Ties and Active Sharing

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Viral Marketing and How to Craft Contagious Content

University of Pennsylvania

4.7 (2,673 ratings) | 84K Students Enrolled

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.

Lehrplan anzeigen

Skills You'll Learn

Social Network, Viral Marketing, Marketing, Marketing Strategy

Bewertungen

4.7 (2,673 ratings)

5 stars
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VP

May 02, 2018

Very useful course. I had already read the whole book "Contagious" so it helped me a lot before actually starting this online course. The material is very intersting and filled with useful insights.

RS

Aug 04, 2016

Very interesting subject! There's science behind all viral contents. It's not the luck. Very easy to understand and put into practice. Best teacher I've ever learned with. Love this course so much!

Aus der Unterrichtseinheit

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.

How Social Networks Spread Information and Influence1:53

What are Social Networks?6:25

How Networks Shape the Spread of Information5:04

Sprinkler vs. Waterfall Strategies3:35

Social Ties and Active Sharing5:26

Course Conclusion0:52

Unterrichtet von

Jonah Berger
Associate Professor of Marketing

Skript

Imagine you're trying to get a new job.

You've sent a bunch fo resumes out and you've gone online.

You've done everything you can, but

you still haven't found something you're happy about.

So you start working your social network.

Who do you think'll be most useful to getting you a job,

someone you know well or someone you know less well?

It turns out that all our social ties don't find out about something when we do.

In fact, information doesn't flow like water through an open channel

between a social network.

It requires active sharing.

And so rather than thinking about social ties as bridges between islands, it's

better to think of them as drawbridges for sharing information that can be either

open or closed, depending on whether someone wants to pass something on.

But importantly the flow also depends on the type of ties.

There are two different types, strong ties and weak ties.

How many people do you think you talk to at least once a week

every week of the year?

Well, it turns out you talk to about ten people, and

these people are considered your strong ties.

You can think about the same thing on Facebook.

People have on average about 130 Facebook friends.

By how many they interact with regularly?

Well, by analyzing the photos and looking at who people show up with repeatedly over

time, researchers find you show up between four to six friends repeatedly.

Again, those are your strong ties.

If you do this same thing with phone records,

if you take a look at different people's phone records,

you see that 80% of calls are to four people in their social network.

And in all these cases these people are strong rather than weak ties.

Strong ties are people you talk to often, you've known for a long period of time.

They could be good friends, family members, or

other people that you know quite well.

Weak ties tend to be more casual relationships.

People you talk to infrequently, acquaintances, or

someone you bump into at the water cooler.

So which of those types of ties would be more effective in helping us get a job?

The strong ties,

the people we know really well or the weak ties the people we don't know as well?

Well, a number of years ago a sociologist studied exactly this.

He looked at how people get jobs and

he found that a lot of times people get jobs through their social ties.

But he was interested in more than just that.

He was interested in what type of ties people tend to get their jobs through.

You might expect that our strong ties will be more useful in helping us get a job.

They know us much better and they care about our interests more.

Take your parents for example.

Your parents know a lot about you and

they wanna do everything they can to help you get a good job.

In fact if you ever been set up on a date.

You know that your parents are very motivated to help you get things

done in your life.

You may not expect that our friends,

the people that know us well are similar to family members.

They want to help us get a job and so they work hard to make it happen.

You might think our weak ties could sort of care less.

They don't know us as well and they don't care as much as about our interests.

They shouldn't be very helpful in helping us get a job.

But if you dug further,

scientists realized that weak ties can actually be quite useful.

In an article titled, the Strength of Weak Ties,

he found that weak ties are actually much more helpful in getting people a job.

And the reason, well counterintuitive, makes sense once you hear it.

Weak ties have access to a lot different information than our strong ties do.

If you remember that idea of homophily,

the fact that we tend to be friends with similar others.

Our friends tend to know us very well, but

they also tend to pull from the same wells of information.

Professors tend to hang out with professors, accountants tend to hang out

with accountants, and art historians tend to hang out with other art historians.

But because of that, the information they get is often redundant.

Your friends, your colleagues, the people that know you very well have

access to the same information that you do.

Whereas, your weak ties tend to be different from you.

You don't know them as well,

but they tend to drill in different wells of information.

And because of that, they have access to information you might not have already.

And as a result, they can be much more effective in getting you a job And

second, simply put, there are more of them.

There are so many more weak ties that we have than strong ties.

That even if each weak tie on average has a lesser effect per individual,

because there are more of them they add up to have a big impact.

Different types of ties not only shape whether or not we get a job.

They also shape what we wear.

Think for a moment on what we share with our stong ties versus what we share with

our weak ties.

What we share with people that we know very well versus what we share with people

that we don't know as well.

It turns out that if we don't know people as well,

if someone is a weak tie, we're not gonna share as much information

with them that we might share with a strong tie.

If we don't know someone as well we are a little more worried about how we might

look, how sharing a particular piece of information might make us come off.

So we tend to share things that make us look good and

tend to avoid sharing things that make us look bad.

We don't share that embarrassing news story we read online or

we don't tell that story about how we screwed up or picked a bad restaurant.

Whereas with our strong ties we are more willing to be honest.

We are more willing to disclose embarrassing things that we might not

want those weak ties to know.

Because strong ties know what's better, we're less worried how this one piece of

information we share with them might make us look.

But that is an important implications for

getting information off violence because weak ties tend to bridge between

islands that become very important in getting things to catch on.

If people just a product or service among their strong ties, they're never gonna

spread to different groups that might not be connected to that initial group.

We need to make sure that weak ties are willing to carry the information to make

sure it moves between different islands.

While word of mouth may carry buzz and

understanding the science behind word of mouth may help us make our messages more

contagious, where messages go depend on the network.

We need to understand how network structures and

types of ties shape the spread of information and influence.

And how that drives why all sorts of things catch on.

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