Going viral: the 9 secrets of irresistible marketing

Cover......Page 1
Title Page......Page 6
Copyright......Page 7
Contents......Page 10
About the author......Page 14
Introduction......Page 15
1 The power of share......Page 22
 Why sex doesn’t sell......Page 23
 When social status causes viral sharing......Page 24
 It’s not about controversy......Page 25
 The most shared image of all time......Page 26
 An app gone viral......Page 27
 Action plan for viral sharing......Page 29
2 Self-enhancement......Page 34
 How a frustrating puzzle became the biggest selling toy in history......Page 35
 Our natural tendency to criticise others......Page 36
 Are your friends trying to make you jealous?......Page 37
 Why goths wear black......Page 39
 Board shorts and the environment......Page 40
 People self-enhance in different ways......Page 42
 Action plan for self-enhancement......Page 44
3 Emotion......Page 48
 Trevor’s flower shop......Page 49
 Emotions and sharing......Page 51
 Why a smile from a stranger makes us feel good......Page 53
 A dramatic surprise on a quiet square......Page 55
 Where words fail, music speaks......Page 56
 Memories, music and emotion......Page 59
 Dumb ways to die......Page 61
 The power of mixed emotions......Page 62
 Karma is feeling......Page 65
 Changing behaviour using emotions......Page 67
 Action plan for using emotion......Page 71
 Why anticipation makes people share......Page 74
 Fight or flight......Page 75
 Why people can’t help looking at blood and guts......Page 76
 The magic three: humour, awe and thrills......Page 77
 Action plan for anticipation......Page 79
5 Affinity......Page 80
 Jack’s motorcycle shop......Page 81
 Affinity, and the art of building an iconic brand......Page 82
 When annoying the neighbours is shareable......Page 86
 Oh, boy!......Page 88
 First kiss......Page 89
 World’s toughest job......Page 90
 Can gift giving cause sharing?......Page 91
 Action plan for affinity......Page 93
6 Justice......Page 96
 Fairness, justice and an unfair advantage......Page 97
 The little girls who showed the world......Page 99
 Changing people’s beliefs......Page 101
 Action plan for justice......Page 103
7 Herding......Page 104
 Jim’s muesli mystery and the power of scarcity......Page 105
 How Ray Kroc got people to eat burgers......Page 109
 Seeding......Page 110
 Anti-herders (and what makes cool cool?)......Page 112
 Your opinions are not your own......Page 115
 Action plan for herding......Page 117
 The dress......Page 120
 Join the club......Page 121
 Like a girl......Page 123
 Action plan for group-initiated viral share......Page 125
 What’s wrong with video advertising?......Page 128
 The structure of bump......Page 129
 How to include a brand......Page 133
 Punchy bursts......Page 137
 Hook, line and sinker......Page 140
 Non-linear time scenes......Page 142
 Action plan for bump......Page 144
Conclusion......Page 148
Bibliography......Page 152
Index......Page 154