Every once in a while you will hear people say or read that something has gone viral on the internet, or it has a lot more supporters than normal stories receive. What if there was a formula to why things catch on or go viral? The book Contagious by Jonah Berger, Simon & Schuster, NY, 2013 says there is a formula. The formula includes the ingredients or STEPPS – Social Currency, Triggers, Emotion, Public, Practical Value and Stories. If the piece has enough ingredients it is possible to leverage the message you want to get out to go viral.

Emotion                               Focus of feelings. Does talking about your product or idea generate emotion? How can you kindle the fire?

When we care, we will share information and knowledge. However we care about a lot of things, what propels us to share even more to make something go viral? One aspect the power of awe – you are amazed, humbled and feel elevated.

If the article is more positive, the more likely it will be shared. Whatever your issue, the cost is not the deciding factor, the issue is why do they care. Emotions drive people to action.

Public                                    Does your product or idea advertise itself? Can people see when others are using it? If not, how can you make the private public? Can you create behavioral residue that sticks around even after people use it?

Making something more observable makes it easier to imitate. A key factor in driving products to catch on is public visibility. If something is built to show, it is built to grow.

Many choices we make it is because others provide information. If we go into a setting where we do not normally go, we look to others for direction and follow them. One of the challenges is to make the product or service more visible. A great example is the wrist bands cancer uses – yellow bands. People can see and wear.

More in part 3

Linking to dividend paying stocks, the STEPPS process allows you as an investor to see how well a tuned your company is in reaching the public. The public reacts to many brands, how is it doing with yours. Some of the campaigns will be better than others, some will be brilliant, others in hindsight should not have started. As an passionate investor, you have a critical eye to determine if your company is doing the right things.

There are more questions than answers, till the next time – to raising questions.