Contágio: por que as coisas pegam ( Jonah Berger)

Contágio. Por que as Coisas Pegam
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Aquilo sobre o que você fala e compartilha online compõe sua imagem perante o mundo tanto quanto suas escolhas de roupa ou carro. As pessoas tendem a falar mais sobre coisas que estão em seu cotidiano — fala-se mais sobre cereal do que sobre a Disney, por exemplo. Conteúdos que carregam consigo um teor emocional, seja ele positivo ou negativo, são mais compartilhados. O que é visto é lembrado, frisa o texto de Contágio: por que as coisas pegam. Algo que tenha real utilidade e seja contado a partir de boas histórias geralmente têm um maior potencial de viralizar. Em poucas palavras, esses são os ingredientes de bolo propostos por Jonah Berger, professor de Marketing na Universidade da Pensilvânia, para tornar viral um conteúdo, produto ou marca.

Receita de bolo

Ainda que o livro Contágio: por que as coisas pegam liste alguns conceitos meios óbvios — como por exemplo a viralização por acesso exclusivo ou limitado — são postas à mesa boas estratégias para marketear peças. Outro ponto alto são os cases apresentados, contando histórias de sucesso e também de fracasso no intento de tornar um produto ou marca viral. Um deles conta como uma marca de liquidificadores decidiu usar o eletrodoméstico para triturar objetos inusitados, como iPhones, e disponibilizou os vídeos do feito no YouTube. O buzz gerado pelo inusitado auxiliou a colocar a marca na boca do povo, alavancando vendas.

Cases de Sucesso

Similar efeito de viralização foi alcançado com o símbolo da maçã exposto de forma invertida nos laptops da marca — o objetivo: mostrar a logo corretamente para quem vê o usuário utilizando um MacBook. Um dos cases que mais chamou a atenção em Contágio: por que as coisas pegam foi o fato de que as vendas do chocolate Mars explodiu nos Estados Unidos durante o período em que a mídia falava sobre como o Rover foi enviado a Marte (Mars, em inglês) — poderes mágicos dos gatilhos e do subconsciente.

Fácil e gostoso de ler, Contagious: Why Things Catch On (Contágio: Por que as coisas pegam) não chega a ser um “playbook” de Marketing viral, mas traz excelentes aprendizados e reflexões pra dar um boost em ideias e projetos.

Avaliação: 4/5
Quotes:

⇢ “But word of mouth is not just frequent, it’s also important. The things others tell us, e-mail us, and text us have a significant impact on what we think, read, buy, and do. We try websites our neighbors recommend, read books our relatives praise, and vote for candidates our friends endorse. Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions. (…) A word-of-mouth conversation by a new customer leads to an almost $200 increase in restaurant sales. A five-star review on Amazon.com leads to approximately twenty more books sold than a one-star review.”

⇢ “Just like the clothes we wear and the cars we drive, what we talk about influences how others see us. It’s social currency. Knowing about cool things — like a blender that can tear through an iPhone — makes people seem sharp and in the know. So to get people talking we need to craft messages that help them achieve these desired impressions.”

⇢ “These are the six principles of contagiousness: products or ideas that contain Social Currency and are Triggered, Emotional, Public, Practically Valuable, and wrapped into Stories.”

⇢ “Rather, we all made similar inferences because choices signal identity. Carla drives a minivan, so we assumed she was a soccer mom. Todd has a Mohawk, so we guessed he’s a young punk-type guy. We make educated guesses about other people based on the cars they drive, the clothes they wear, and the music they listen to. What people talk about also affects what others think of them. Telling a funny joke at a party makes people think we’re witty. Knowing all the info about last night’s big game or celebrity dance-off makes us seem cool or in the know. So, not surprisingly, people prefer sharing things that make them seem entertaining rather than boring, clever rather than dumb, and hip rather than dull.”

⇢ “Another tenet of prospect theory is something called “diminishing sensitivity.” Imagine you are looking to buy a new clock radio. At the store where you expect to buy it, you find that the price is $35. A clerk informs you that the same item is available at another branch of the same store for only $25. The store is a twenty-minute drive away and the clerk assures you that they have what you want there. What would you do? Would you buy the clock radio at the first store or drive to the second store? If you’re like most people, you’re probably willing to go to the other store. After all, it’s only a short drive away and you save almost 30 percent on the radio. It seems like a no-brainer.

But consider a similar example. Imagine you are buying a new television. At the store where you expect to buy it, you find that the price is $650. A clerk informs you that the same item is available at another branch of the same store for only $640. The store is a twenty-minute drive away and the clerk assures you that they have what you want there. What would you do in this situation? Would you be willing to drive twenty minutes to save $10 on the television? If you’re like most people, this time around you probably said no. Why drive twenty minutes to save a few bucks on a TV? You’d probably spend more on gas than what you’d save on the product.”

⇢ “Researchers find that whether a discount seems larger as money or percentage off depends on the original price. For low-priced products, like books or groceries, price reductions seem more significant when they are framed in percentage terms. Twenty percent off that $25 shirt seems like a better deal than $5 off. For high-priced products, however, the opposite is true. For things like laptops or other big-ticket items, framing price reductions in dollar terms (rather than percentage terms) makes them seem like a better offer. The laptop seems like a better deal when it is $200 off rather than 10 percent off.”

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