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Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions.
two issues with this approach: the focus and the execution.
We need to design products and ideas that are frequently triggered by the environment and create new triggers by linking our products and ideas to prevalent cues in that environment. Top of mind leads to tip of tongue.
You may have always wondered why people gossip, why online content goes viral, why rumors spread, or why everyone always seems to talk about certain topics around the water cooler.
“The most powerful marketing is personal recommendation,” he said. “Nothing is more viral or infectious than one of your friends going to a place and giving it his full recommendation.”
research finds that more than 40 percent of what people talk about is their personal experiences or personal relationships.
They found that sharing personal opinions activated the same brain circuits that respond to rewards like food and money.
Just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues.
Give people a way to make themselves look good while promoting their products and ideas along the way.
(1) find inner remarkability; (2) leverage game mechanics; and (3) make people feel like insiders.
Real Fact # 27: A ball of glass will bounce higher than a ball of rubber.
People don’t just care about how they are doing, they care about their performance in relation to others.
Getting to board a plane a few minutes early is a nice perk of achieving Premier status.
But part of what makes this ...
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get to board before...
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Foursquare, the location-based social networking website, lets users check in at bars, restaurants, and other locations using their mobile devices. Checking in helps people find their friends,
Check in to the same venue more than anyone else in a sixty-day period and you’ll be crowned the mayor of that location.
they provide social currency, users also prominently display them on their Facebook pages.
Great game mechanics can even create achievement out of nothing. Airlines turned loyalty into a status symbol. Foursquare made it a mark of distinction to be a fixture at the corner bar. And by encouraging players to post their achievements on Facebook,
But as companies started offering them to people with all types of credit, the gold card lost its meaning. So companies came up with new options for their truly wealthy customers: the platinum card, the sapphire card, and the diamond card, among others.
And this brings us to the third way to generate social currency: making people feel like insiders.
