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Emanuel Rosen: Contagious Products

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WOMMA UK
WOMMA UK

In his thought leadership event for WOM UK, Emanuel Rosen looks at what makes a contagious product - and what makes an inherently uncontagious product conversational anyway.

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Accelerating Buzz about Contagious Products emanuel@emanuel-rosen.com @EmanuelRosen
Contagious Accelerating Inherent attributes 83% recommended 47% bought as gifts External efforts 1,200 pastors 400,000 copies Source: Greg Stielstra, Pyromarketing
Was your father a thief?
Contagious Products
Communication Products Source: Edible Arrangements
Interaction products
Compatible I had in my brain a mental list of kinds of things that I would like an information organizer to do, and then when I saw it, it was just ‘click’.
A note about compatibility
Products that advertise themselves
Evoke emotional response
Products that simplify things
Leave traces behind
Allow creativity
Things that get buzz get more buzz
Accelerating Buzz
1. Wide scale seeding
2. Surprise
1 2 3 4 5
3. Find a Hook
4. Uneven distribution of information
5. Stimulate Interaction Red Bull on Facebook.com
Hubs ,[object Object]
Expert hubshttp://video.google.com/videoplay?docid=-5056161883824941101
6. Connect to passion
Strategies I Discussed here last year Create opportunities for visual buzz Make it easy to spread the word Give us something to talk about Encourage participation Encourage self-expression / creativity Use mass media Tell a good story Work with hubs
Gmail on YouTube Saturn Homecoming http://www.youtube.com/watch?v=qKAInP_tmHk
http://www.redbullartofcan.com/#config/what.xml
www.stories.dupont.com

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