Book Review: Contagious

contagious_uk_1

How To Build Word of Mouth in the Digital Age…by Jonah Berger (Stanford MBA Alumni and Wharton Professor)

Over the last 3 days, I read ‘Contagious’ – at 210 pages, it’s a quick and enjoyable read filled with great examples and easy to understand language. Berger focuses on his research on defining the six qualities of how products, services, and ideas spread through the human population. You can make content contagious by following these STEPPS:

S – Social Currency – people share to make themselves look cool.

T – Triggers – people share things that are top of mind and tip of tongue.

E – Emotion – not positive versus negative emotions, but the key is high arousal.

P – Public – if you can’t see it, you can’t share it.

P – Practical Value – Useful news.

S- Stories – like the Trojan Horse, wrap your product or service into a narrative.

It’s a great book for anyone in marketing, product, or business. I’d say a 3.7/5 read. And he mentions some pretty great YouTube videos (like the Parisian Love one I posted about) or this one about corn:

Now, I’m going to start a Bulgarian comedy called ‘ожених се за веганка’ (I married a vegan). And I’m going to read the book in a lovely coffee shop in Sofia called Chucky’s Coffee & Culture.

чао за сега!

NextTECHnow Expansion

There are some exciting times ahead for NexTECHnow – the start-up outreach program for Publicis Media. We’ve been a global capability (Business Transformation) since the summer, and the past 2 weeks have shown us continuing to go through hyper growth. This means growing laterally – across the Publicis media brands such as Zenith, Optimedia Blue 449, Starcom – and globally – across new countries. We even have a new logo and website. (Yes, for those of you keeping track… this is our third logo iteration).

http://nexttechnow.net 

On the 3rd of November, NextTECHnow launched in Singapore:

And today – the 10th of November – we officially launched NextTECHnow @Zenith here in the UK.

cw5ssayxgaak_cy-jpg-large

My new favourite invention…

We’ve seen an evolution of the ‘alarm clock’ in the last decade. The most popular are the gradual wake-up light alarm clocks, which slowly illuminates in the morning to wake up the body in a natural way that imitates the sun rising. Health claims would suggest it’s a much better way for your mind and body to start the day. And now, with smart lightbulbs… it’s even possible for your room to wake you up from an alarm set on your phone (without any additional alarm clock in your room).

Sound as a morning sense is out, and in come the other four bodily senses. But besides light, a young french inventor also came up with a genius way to wake people up…. with croissants and coffee (well the SMELL of them that is). Even crazier – you can wake up to the smell of money!

Sensorwake: is the Olfactory Alarm Clock. 

With little capsules of smell, it reminds me of the Nespresso design. I am so tempted to try this out for pure fun and enjoyment, but it does come with a $100 price tag. Still – I love the idea and can’t wait to see how they grow as a business !

o-sensor-wake-facebook

Qui est Louise Delage?

Now this is a true content marketing strategy that uses the Instagram platform to its fullest potential. I love the idea and execution of this campaign against alcoholism in France; it definitely understands consumers and their behaviours (even the bad ones).

This reminds me of the AI chatbot Sweetie… see more on that story here.

‘Mentor A Female Entrepreneur’

img_2925

The program continues with our second event tonight – focused on decision making in business environments. But as an art project, we also took all pictures of all the women and asked them ‘what’s the best decision you’ve made so far?” Generally, the answers fell into three buckets:

  1. I’m happy I moved to London/the UK.
  2. I’m happy I pursued a career  that I’m passionate about even though it was different from my university  degree/previous job.
  3. Deciding to get married/have a family

For me, I wrote: Investing time in learning other languages

Why? Because I now realise the power and cultural awareness that comes with being able to speak to people in their native language rather than always relying on English. The Bulgarian language is fundamental to my identity and my ability to connect with friends and family back home. Meanwhile, French was a great push into a language that I chose to learn for my own curiosity and passion.

Couple interesting articles discussed at the event:

FEMALES: Let’s unite in our search for Moderate Drinkers

I love this new ad from Heineken:

It’s so much more than just a CSR campaign (Corporate Social Responsibility). It’s based on a real insight that women ACTUALLY want to interact with men who know their limits. I think it’s funny, well shot and extremely engaging. A moderate drinking campaign in the alcohol category that is executed correctly. And it makes me proud to be working with them on their communication and marketing strategy.

MAFE…

… stands for ‘Mentor A Female Entrepreneur’. It’s a program that pairs managers and directors in our media agency with women who have founded a start-up. My inspiration for our opening session was Sheryl Sandberg:

“Presenting leadership as a list of carefully defined qualities (like strategic, analytical and performance-oriented) no longer holds. Instead, true leadership stems from individuality that is honestly and sometimes imperfectly expressed… Leaders should strive for authenticity over perfection.”

mafe2

Our mission statement builds off this idea of leadership and raw conversation:

Create a prolonged authentic conversation between two women that are similar enough to relate, but different enough to inspire each other and fill knowledge gaps.