subject

Coursera: Viral Marketing and How to Craft Contagious Content

 with  Jonah Berger
Ever wondered why some things become popular, and other don't? Why some products becomes hits while others flop? Why some ideas take off while others languish? What are the key ideas behind viral marketing? This course explains how things catch on and helps you apply these ideas to be more effective at marketing your ideas, brands, or products. You'll learn how to make ideas stick, how to increase your influence, how to generate more word of mouth, and how to use the power of social networks to spread information and influence. Drawing on principles from his best-selling book, "Contagious: Why Things Catch On," Professor Jonah Berger illustrates successful strategies for you to use buzz to create virality so that your campaigns become more shareable on social media and elsewhere. By the end of this course, you'll have a better understanding of how to craft contagious content, build stickier messages, and get any product, idea, or behavior to catch on.

Syllabus

What Makes Ideas Sticky?
In this module, you'll start to learn what makes products, ideas, and behaviors contagious; in other words, why they catch on. You'll explore the science behind why some things become popular while others fail. You'll also discover the key principles, or six SUCCESs” factors that make messages stick. Finally, you'll learn how to make any idea more memorable, whether it’s a pitch to your boss or a lesson you want students to remember.

How Social Influence Shapes Behavior
In this module, you'll examine how social influence shapes everything people do: from the products we buy and candidates we vote for to the food we like and careers we pursue. You’ll learn how people use others to help them make choices and how companies leverage this power to shape the products and services we use. You'll discover when people are more likely to conform, or do the same thing as others, and when they are more likely to diverge, or do something different. At the end of this module, you'll understand how to avoid being influenced by others and how to use influence to make yourself more successful.

The Power of Word of Mouth
This module will teach you about the power of word of mouth. You’ll learn why word of mouth, or person to person communication, is 10 times as effective as traditional advertising. Further, you’ll discover why some products or ideas get talked about more than others. Why some online content goes viral or some things get more buzz. You’ll learn the six key STEPPS that drive people to share, and how by understanding those drivers, you can make anything more contagious.

Social Networks
In this module, you'll learn what social networks are, and how they shape the spread of information and influence. How the patterns of social ties between people determine what we do, and what catches on. How people we’ve never even met can influence our tastes and preferences. You’ll learn about how strong and weak ties help get people jobs, and whether to concentrate or spread out marketing resources when launching a new product. By the end of this module, you'll not only be able to analyze the success of popular products, ideas, and services, but also apply these insights to make your own stuff more likely to catch on.

13 Student
reviews
Cost Free Online Course (Audit)
Subject Marketing
Provider Coursera
Language English
Certificates Paid Certificate Available
Calendar 4 weeks long
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13 reviews for Coursera's Viral Marketing and How to Craft Contagious Content

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11 months ago
Enrico Garcia completed this course.
I found this to be extremely helpful. Excellent content. The audio though was weak. Not sure why it is 4 weeks. This can be completed in one sitting. Nonetheless, great use of stories on other famous brands to highight the topic being discussed.
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8 months ago
Minna Elina completed this course, spending 2 hours a week on it and found the course difficulty to be easy.
This was an easy-to-follow -course with some nice knowledge about viral marketing and what kind of content people share (or don't) . Maybe it was not exactly what I was searching for, but interesting enough to keep me aboard even so.
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a year ago
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Anonymous completed this course.
nice and interesting course. simple explanations and good examples! very interesting if you work with social media and in the field of PR. Thank you for a great course.
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1 out of 1 people found the following review useful
2 years ago
Peter O'brien completed this course.
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2 years ago
Will Gunby completed this course.
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9 months ago
Shannon Ong completed this course.
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11 months ago
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Gian Luca Leonetti completed this course.
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9 months ago
Karla Alice Renee completed this course.
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9 months ago
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Enrica Del Rosso completed this course.
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10 months ago
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Pam Golafshar completed this course.
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a year ago
Sławomir Jasica completed this course.
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