So there’s a place in Philly called Barclay Prime and their cheesesteak costs a $100. Now the average cheesesteak costs about $5 but Barclay Prime has been really successful. And of course there are many factors as to why, but one of the factors is social currency. And the idea with social currency is that people share whatever makes them look good. So, if anything makes you look good, or smart, or cool, you’re much more likely to share it.
So, let’s say you’re in Philly and you get a regular $5 cheesesteak… That’s probably not something that you’re going to want to tell everyone about. But imagine if you go out for dinner and get the $100 cheesesteak… That’s probably something that you’re going to tell all your friends about.
And if you’re like most people and can’t enjoy good things without posting a picture of it on Facebook or Instagram, you’re probably going to share a picture of the cheesesteak as well just to show us that you’re still really cool and you eat really expensive things. So, the first principle is social currency, and the idea here is… If sharing your idea or product makes someone look good, they’re much more likely to share it.
And there are also five other principles that Jonah Berger has identified for why things catch on and why they go viral.
And he has a PhD from Stanford, he teaches at Wharton, and he’s basically an expert on viral marketing. And after all his research, he’s identified these six factors that he calls STEPPS. So, moving on to factor number two… Triggers… How are you reminded of the idea or the product? So, you’ve probably seen the song Friday by Rebecca Black which has millions of views on YouTube. And again, there are many reasons for why it got so many views, but one reason is that it has a really good trigger.
So, if you actually take a look at the stats on YouTube for how people watch that video, you’ll see a spike in views every Friday. Now imagine if the song was about the first day of school or something like that… Same amazing lyrics, same amazing vocals, same everything. A lot of people might still watch it on the first day of school, but people probably aren’t going to watch it two weeks after the first day of school, or a month, or three months after.
So, Friday is actually a really good trigger because it happens every week… And Kit Kat did the same thing in 2007. Their sales were declining every year, and they needed an effective marketing campaign.
And what they did was they decided to link Kit Kat to coffee. So, in all of their advertisements, Kit Kat was always presented with coffee. Now to someone who doesn’t understand the power of triggers, the coffee might not mean anything.
It’s just part of the advertisement; they had to put something in there, so they just put coffee in there. In fact, why don’t we advertise it with hot chocolate?
It might taste even better with hot chocolate… But that’s not the point! The point is that we want to link Kit Kat to something that gets consumed all the time like coffee, so every time a person thinks of coffee, he also thinks of Kit Kat. And yes, it might taste even better with hot chocolate, but again that’s not the point, people don’t drink as much hot chocolate as coffee. And Kit Kat’s sales had been declining 5 percent every year, but in the next twelve months after the campaign, its sales actually were up by a third.
So the second principle is triggers, and the idea here is… People need to be reminded of your idea or product, and you can help them by providing a strong trigger.
The third principle is Emotion. When people feel strong emotions, they want to share. So think of Susan Boyle’s performance on Britain’s Got Talent. Strong emotions like awe or happiness get people to share. Even strong emotions that aren’t positive like anger and anxiety get people to share.
And this is really what the media relies on now. The angrier and more anxious they make us, the more we share. So strong emotions are good, but the emotion you want to stay away from is sadness. People don’t really like to share something if it makes them sad. The fourth principle is public, or what’s usually known as social proof.
And the idea here is that our decisions are affected by what everyone else around us is doing. So if you actually take a look at car buying behavior, one of the factors that affects whether someone will buy a new car or not is whether his neighbors and community are buying new cars.
And if they’re all buying a new car, he’s much more likely to buy a new car as well. And Apple had this dilemma with their laptops. The apple logo actually used to face the owner of the laptop when it was closed.
And that was a convenience for the user because it was easier to orient the computer once you got it out of your bag.
But the problem is that once the laptop was opened, the logo was upside down to everyone else in the coffee shop or wherever you were. So a decision had to be made whether the owner’s convenience was more important than everyone else looking at the laptop. And they actually decided that the public image was more important. So, the fourth principle is public, and the idea here is… Can people see when others are using our product?
The fifth principle is practical value. If you can actually offer someone something that really helps them, they’re going to want to share it with the people they know.
So, one of the shortest, easiest videos I’ve ever made was a two-minute video about my new favorite way to read. And there were so many people who liked that video. And it’s been shared so many times.
And the reason for that is because if you use that method, you could actually read this book in only three hours. Now a lot of people take weeks to read one book, so if someone shares with you a way where you can read a book in three hours instead of three weeks, there’s practical value in it.
And if you know someone who wants to read more and has been struggling with it, of course you’d share it with him. So the fifth principle is practical value. Anytime you can actually help people and make their life better, they’re going to want to share it and help their friends and family as well.
And finally, the sixth principle… Stories… So, in 2004 in the Olympics, this guy snuck into the diving area and belly flopped into the pool. And he also had a name of a casino written across his chest. Now that’s a great story and it got covered and people talked about it but the story has nothing to do with the casino. You can tell that story without saying anything about the casino, so it wasn’t really the most effective advertisement.
On the other hand, some companies do this much better.
So Blended is a blender company that makes a video series called Will It Blend? And they make videos where they’ll put weird things like a brand-new iPhone into their blender and blend it into powder. Now that’s a cool story. If you saw that, you might want to share it with your friends but notice how the product is an integral part of that story.
You can’t tell that story without the blender.
And especially technically oriented people have a really hard time understanding that most people don’t talk about weird specs and details, they share stories. When you hang out with your friends, you’re probably not going to tell them about how there’s a new blender with improved revolutions per minute on its blades, but you might share the story of how you saw the new iPhone got blended into powder. So the sixth principle is stories. Most people don’t care about specs and details, they share stories. What you have to figure out is how your product or idea can be a relevant part of a cool story.
And your product or idea doesn’t have to have all of these six principles. Some of these might not even be very applicable to certain products and ideas. So obviously the more the better, but there are plenty of products or ideas that have a couple of these factors that are very strong, and they do really well.
So, to recap the STEPPS again… Social currency: does sharing the product or idea make you look good? Triggers: how are you reminded of the idea or the product?
Is there a good trigger? Emotion: when people feel strong emotions, they want to share. Public: can people see when others are using our product? Practical value: is your idea or product actually useful or helpful? And finally… Stories: people communicate through stories.
What you have to figure out is how your product or idea can be a relevant part of a cool story.
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Hawaii is located here the first activity that I’m doing is located at paradise cove and it is the paradise cove luau which is a really cool luau that lasts well apparently the activity lasts about five hours and comes with a dinner and a show and a lot of really cool things and obviously well we are right at the beach right in front of the beach well because we are in Hawaii and everything happens at the beach and yeah I’m really excited to see what this luau brings and yeah i love seeing shows and I’m kind of really curious to see what kind of food they’re going to be serving us the price of admission to go to a luau at paradise cove goes for around 125 dollars per person back in the day such a feast was called or aha aina the modern name comes from that of a food often served at the luau such as squid or chicken which consists of meat taro leaves.
So taking a super early morning swim might make watching the sunrise even more spectacular sunsets are equally spectacular in Hawaii so if getting up early isn’t an option do yourself a favor and at least catch a sunset one thing that can easily be done when you are in Hawaii is to actually rent out a surfboard just like the one i have right here i’m about five foot nine so i got a nine foot surfboard it’s about twenty five dollars for half a day and yeah even though i don’t have any experience surfing i am going to try it out uh I’m probably going to follow up but yeah this is some uh or one of the experiences that’s kind of cheap to do in Hawaii if uh you’re in for a little bit of a thrill being a super inexperienced surfer the surfing experience pretty much consisted of me hitting the waves and falling pretty hard as a beginner i was recommended to go to castles beach.
A company called north shore shark adventures the activity is around one and a half hours in length total from the moment you step onto the boat until you are escorted into the shark cage there’s a possibility of doing a similar tour without a cage but for first time i recommend the cage version of swimming with sharks riding out to see on the small boats that they provide can be extremely choppy so getting seasick does happen to quite a lot of people the cage is about three miles off the coast so getting there by boat is a good 15 to 20 minute ride once there they escort the various groups and let them have 15 minutes out in the sea with the sharks seeing all the sharks in their natural habitat is pretty astounding but i did get pretty seasick because once in the cage the sea is even more choppy and if you’re not used to feeling all this motion.
We will cover these ten core skills in Word for Mac in a separate tutorial. To start a new document, open Word on your computer, which you can do by typing Word into the Windows search box. When Word opens, you will be in the home screen of the Backstage view. Select Blank Document to start a new document. Alternatively, select Open if you want to open an existing Word document.
Next, select a location from the drop-down menu, followed by a design from the submenu. When you are finished, select the Close button to close the Header and Footer tab. Note that this tab only appears when the Header and Footers areas are active. To add headers and footers, we will stay in the Insert tab. Select the Header or Footer button and choose a design from the drop-down menu.
