| Description |
1 online resource (160 pages) |
| Summary |
Everyone wants their voice to be heard above the noise of other brands. But how do you get your messages to spread far and wide? YOU NEED TO GO VIRAL It's not just down to luck. If you want to make an impact, you need to make your marketing messages magnetic and, in this fascinating book, Brent Coker will show you how. Packed full of practical techniques, expert research and real-life examples, you'll quickly uncover the nine secrets of irresistible marketing that will work whatever the size of your company. Discover the science behind the world's most viral ideas, learn how to create messages. |
| Contents |
Cover -- Title Page -- Copyright -- Contents -- About the author -- Introduction -- 1 The power of share -- Why sex doesn't sell -- When social status causes viral sharing -- It's not about controversy -- The most shared image of all time -- An app gone viral -- Action plan for viral sharing -- 2 Self-enhancement -- How a frustrating puzzle became the biggest selling toy in history -- Our natural tendency to criticise others -- Are your friends trying to make you jealous? -- Why goths wear black -- Board shorts and the environment -- People self-enhance in different ways |
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Action plan for self-enhancement -- 3 Emotion -- Trevor's flower shop -- Emotions and sharing -- Why a smile from a stranger makes us feel good -- A dramatic surprise on a quiet square -- Where words fail, music speaks -- Memories, music and emotion -- Dumb ways to die -- The power of mixed emotions -- Karma is feeling -- Changing behaviour using emotions -- Action plan for using emotion -- 4 Anticipation -- Why anticipation makes people share -- Fight or flight -- Why people can't help looking at blood and guts -- The magic three: humour, awe and thrills -- Action plan for anticipation |
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5 Affinity -- Jack's motorcycle shop -- Affinity, and the art of building an iconic brand -- When annoying the neighbours is shareable -- Oh, boy! -- First kiss -- World's toughest job -- Can gift giving cause sharing? -- Action plan for affinity -- 6 Justice -- Fairness, justice and an unfair advantage -- The little girls who showed the world -- Changing people's beliefs -- Action plan for justice -- 7 Herding -- Jim's muesli mystery and the power of scarcity -- How Ray Kroc got people to eat burgers -- Seeding -- Anti-herders (and what makes cool cool?) -- Your opinions are not your own |
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Action plan for herding -- 8 Groups -- The dress -- Join the club -- Like a girl -- Action plan for group-initiated viral share -- 9 Bump -- What's wrong with video advertising? -- The structure of bump -- How to include a brand -- Punchy bursts -- Hook, line and sinker -- Non-linear time scenes -- Action plan for bump -- Conclusion -- Bibliography -- Index |
| Subject |
Marketing -- Social aspects.
|
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Internet marketing.
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Marketing -- Aspect social. |
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Marketing sur Internet. |
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Internet marketing |
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Marketing -- Social aspects |
| ISBN |
9781292087955 (EPUB) |
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1292087951 (EPUB) |
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