Social Currency

One of the key points Berger highlights is the importance of social currency in idea
transmission. He argues that people share things that make them look good to others,
what he calls "social currency". This desire to share our thoughts, opinions, and
experiences is one of the reasons why media and social networks have become so
popular. People write blogs about their preferences, post status updates on Facebook
to share what they've eaten, and tweet about why they hate the current government.

Word of mouth is a fundamental tool for making a good impression, as powerful as a

new car or a Prada bag. Just as people use money to buy products or services, they
use social currency to make a positive impression on their family, friends, and
colleagues.

So, for people to talk, companies and organizations have to mint social currency. They
have to provide people with a way to look good when talking about their products and
ideas. There are three ways to do this: Finding nternal exceptionalness, leveraging
game mechanic and making ake people feel privileged.

Exceptional things are defined as unusual, extraordinary, or worthy of attention.

Something can be exceptional because it's novel, surprising, extreme, or simply
interesting. However, the most important aspect of exceptional things is that they're
worth mentioning. Exceptional things provide social currency because they make the
people who talk about them seem more exceptional. Sharing extraordinary, original, or
entertaining stories or ads makes people appear more extraordinary, original, or
entertaining. It makes it more fun to talk to them, more likely that others will want to eat
with them, and more likely to invite them on a second date.

The key to finding internal exceptionalness is to think about what makes something
more interesting, surprising, or original. Can the product do something that no one
thought was possible? One way to generate surprise is by breaking with what people
expect. Let's think, for example, about low-cost airlines. What do you expect when you
travel with a low-cost carrier? Small seats, no movies, few snacks, and generally a no-
frills experience. However, people who fly JetBlue for the first time usually tell others
about it because the experience is extraordinarily different.

Game mechanics are the elements of a game, application, or program—including rules

and feedback loops—that make it fun and engaging. Sudokus have different levels and
golf tournaments have leaderboards. These elements indicate to players where they
stand in the game and how they're doing. Good game mechanics make people feel
hooked, motivated, and always wanting more. Game mechanics also motivate us
interpersonally because they encourage social comparison. They contribute to creating
social currency because doing well makes us look good.

People talk because they want to show off their achievements, but as they do, they talk
about brands. To leverage game mechanics, it's necessary to quantify performance.
Measurements must be created or recorded to let people know where they stand. For
example, icons indicating how much they've participated in debate groups, or different-
colored entries for those with season passes. Airlines have done this very well.

Loyalty programs haven't always existed. It's true, people have been flying on
commercial flights for over half a century, but flying became a game relatively recently
when airlines started counting miles flown and awarding status. Since this provides
social currency, people love talking about it.

Scarcity and exclusivity help products succeed by making them more desirable. If
something is hard to get, people assume the effort must be worth it. If something is
inaccessible or sold out, people usually deduce that many other people like it, so it must
be pretty good. In 2005, Ben Fischman was named CEO of Smart Bargains.

The website sold high-quality designer products but was based on "daily deals" that
lasted for a limited time. It could only be accessed by invitation. You had to be invited by
a member. Sales skyrocketed, and the site was extraordinarily successful. So much so
that in 2009, Ben sold both websites for three hundred and fifty million dollars. Rue La
La sold the same products as Smart Bargains. But what turned what could have been a
boring website into one where people were begging to be admitted was making people
feel privileged.

Triggers
At any given moment, some thoughts are more intuitive or accessible than others. Right
now, for example, we might be thinking about the sandwich we're having. Some things
are chronically accessible. Sports fans or gourmets constantly think about their favorite
team's latest results or ways to combine ingredients to make delicious dishes. However,
environmental stimuli can also determine which thoughts and ideas come to mind first.
Images, smells, and sounds can trigger thoughts about climate change.
Triggers are stimuli that connect ideas and thoughts. They keep ideas and products
updated in consumers' minds, making them talk about them. By designing products and
ideas that are linked to everyday life, triggers are activated in people's minds every time
they remember a situation related to the product.

According to research presented in the book "Contagious," ideas associated with

triggers can increase their sharing among people by 15%. Therefore, the more people
talk about a product, the greater the chances of buying it. The effectiveness of a trigger
is related to how often we interact with it. Seeing a white sandy beach in a travel
magazine can trigger thoughts about a certain brand of beer. All of these are triggers:
small reminders of related concepts and ideas that come to mind first. This is important
because accessible thoughts and ideas lead to action.

Companies can use their rivals' messages to enhance their own products or services.
How does it work? When people are exposed to a rival's message, it can trigger
associations with the company's product or service, increasing the likelihood that they
will also think about the company's offering.

There are two main strategies to achieve this, contrast, in which the company can
compare its product or service with the rival's, highlighting its advantages and making it
more attractive to consumers. And association, the company can associate its product
or service with the rival's, leveraging the knowledge and familiarity consumers already
have with the latter.

Using rivals' messages intelligently can increase the likelihood that consumers will
consider the company's products or services. To do this, it's important to:

 Monitor rivals' messages: Stay aware of the messages rivals send out to identify
opportunities to leverage them.

 Be creative: There are many ways to use rivals' messages. Be creative and think
of new ways to leverage them.

 Be positive: Focus on the positive aspects of your own product or service,

avoiding speaking ill of rivals.
Emotion

There are reasons to believe that experiencing any kind of emotion can encourage
people to share. Often, talking to others makes emotional experiences better. If we get
a promotion, telling others about it helps us celebrate. If we get fired, telling others
about it helps us vent.

Sharing emotions also helps us connect with others. Therefore, sharing emotions acts
as a kind of social glue that maintains and strengthens relationships. Even if we're not in
the same place, the fact that we both feel the same way brings us together. Simply
adding emotion to a story or advertisement can have a huge impact on people's
willingness to share it.

Advertising tends to focus on information and facts. However, this often isn't enough.
Some products seem more interesting and appealing than others because they bring
some kind of emotion to people.

It highlights how emotional resonance can be a powerful driver of virality. When content
evokes strong emotions in people, whether it's joy, sadness, anger, or surprise, it tends
to be more memorable and shareable.

One major aspect emphasized is that people are more likely to share content that
makes them feel something. It's like when you watch a heartwarming video or read a
poignant story – you're compelled to share it with others because it resonates with you
emotionally. Emotionally charged content grabs attention and leaves a lasting
impression, making it more likely to be passed along.

The chapter discusses how different emotions can influence sharing behavior. Positive
emotions like happiness or awe are often associated with viral content because they
make people feel good and want to spread that positivity to others. On the other hand,
negative emotions like anger or fear can also drive sharing, albeit for different reasons.
Content that incites anger or fear may prompt people to share it as a form of social
activism or to warn others about potential dangers.

Emotional contagion is the idea that emotions can spread rapidly among people,
especially in online environments. When people see others expressing certain
emotions, they're more likely to experience those emotions themselves and share
content that elicits similar reactions. This emotional resonance creates a ripple effect,
amplifying the spread of content across social networks.

It's important to note that the effectiveness of emotional content depends on its
authenticity and relevance to the audience. Genuine emotions are more likely to
resonate with people and elicit a response. Content creators need to understand their
target audience and tailor their messaging to evoke the desired emotional response.

However, it's essential to strike a balance with emotional content. Overly sensational or
manipulative tactics can backfire and damage brand credibility. Authenticity and
sincerity are key to building trust and fostering meaningful connections with the
audience.

Any kind of product can evoke emotions. To do this, it's necessary to add high-impact
emotions (such as humor, excitement, anger, or anxiety) to your product or information
that can make people share what you want.

Public
People are more likely to do something if they see others doing it. Something being
more observable makes it easier to imitate. This is a key factor for products to succeed
in public visibility. If something is made to be seen, it will grow.

People often mimic those around them. They dress like their friends, choose dishes
preferred by other diners, and reuse hotel towels more times when they think others do
the same. People are more likely to vote if their partners do, to quit smoking if their
friends do, and to gain weight if their friends are obese.

There are two essential factors to make something public. The first is the advertising
itself, the product, or idea shown in use by a user. This includes logos on shirts,
messages at the end of an email, and the second is the remains left by a product or
idea after its use or purchase, such as "I Voted" stickers after voting, which make the
act less private and remind others to vote too, event participation shirts, among others.
It underscores how exposure in the public domain substantially augments the
propensity of concepts to proliferate. The visibility of a phenomenon is posited as a
pivotal catalyst for its viral dissemination, rooted in the profound impact of observational
endorsement.

An essential aspect delineated is the concept of social proof engendered by public

visibility. The observation of others engaging with a product or idea inherently imbues it
with a perceived value, thereby rendering it more enticing and fostering a heightened
likelihood of adoption. This phenomenon underscores the persuasive influence exerted
by societal validation on individual decision-making processes.

Public visibility confers a sense of familiarity and credibility upon a subject. Repeated
exposure across diverse contexts cultivates an aura of trustworthiness and legitimacy.
Analogous to the psychological principle of mere exposure, the repeated encounter with
a concept imbues it with a sense of familiarity, thereby enhancing its perceived value
and likelihood of acceptance.

Physical venues such as commercial establishments serve as strategic platforms for

product showcasing, facilitating widespread visibility and engendering consumer
intrigue. In the digital realm, social media platforms and online review forums serve as
conduits for amplifying visibility and fostering engagement, thereby catalyzing viral
dissemination.

Moreover, the concept of public visibility is intrinsically linked to the notion of

shareability. Individuals are inclined to disseminate content that resonates with them or
elicits intrigue, thereby perpetuating its visibility across social networks. This reciprocal
dissemination mechanism underscores the symbiotic relationship between public
visibility and virality.

Crucially, public visibility intersects with the notion of social currency, wherein
individuals are motivated to share content that enhances their perceived social standing
or engenders a sense of exclusivity. This interplay underscores the pivotal role of
visibility in cultivating social capital and fostering interpersonal connections.

Seeing someone known who suddenly grows a mustache gets people talking. Usually,
people gossip a little among themselves until someone dares to ask why they grew a
mustache. And when the person explains it, they share social currency and generate
new followers. Making the cause public has contributed to its success more quickly than
in any other way.
Practical value
People like to convey practical and useful information, news that others can benefit
from. Not only do they value practical information, but they also share it. Providing this
practical value helps things become contagious. Conveying useful information also
strengthens social bonds.

It argues that people share things that make them look good or enhance their social
standing, and that sharing isn't just about the content itself but also about what it says
about the sharer.

The chapter discusses how individuals use what they share as a form of currency to
gain respect, admiration, and social approval within their networks. Six key drivers of
social currency are presented: social currency, triggers, emotion, public, practical value,
and stories. Specifically, the focus is on practical value.

Practical value refers to information that is useful and helpful to others. The chapter
illustrates the power of practical value through various examples, such as the success
of Blendtec's "Will It Blend?" campaign, where the company showcased its blender's
ability to blend various objects. This campaign not only demonstrated the product's
functionality but also provided practical value to viewers who were interested in the
blender's capabilities.

Furthermore, the importance of providing practical value in marketing and content

creation is emphasized. Creating content that solves a problem or fulfills a need for the
audience increases the likelihood of it being shared. By offering practical value,
individuals and brands can position themselves as helpful resources, which enhances
their social currency and increases the likelihood of their content being shared.

If we know our friends like to cook, sending them a new recipe we've found strengthens
our relationship. Our friends see that we know them and care about them; we feel good
about helping them, and communication strengthens our friendship.

Stories
The power of storytelling is undeniable. From the first person who told an entertaining
tale, stories have been passed down for centuries and will remain popular as long as
humans exist.
the focus is on the significance of storytelling in the context of making ideas go viral.
Stories are described as essential components that not only capture attention but also
resonate deeply with individuals, making them more likely to be shared.

One of the primary reasons stories are effective is their ability to create relatable
experiences. When people see themselves or aspects of their lives mirrored in
narratives, it enhances the personal connection to the content. This relatability makes
the message more impactful and memorable.

Stories have a unique capacity to make complex information more accessible and
engaging. Instead of presenting dry facts and figures, narratives provide a cohesive
framework that guides the audience through a journey of understanding. By presenting
information in a narrative format, creators can effectively convey their message and
ensure it resonates with the audience.

The chapter highlights the importance of incorporating certain elements to increase the
likelihood of virality. For instance, stories that include unexpected twists or turns are
more likely to capture and retain the audience's attention. Additionally, narratives that
evoke strong emotions, such as joy, sadness, or excitement, tend to be more
memorable and shareable.

Furthermore, social currency plays a significant role in the spread of stories. Stories that
make individuals feel knowledgeable or exclusive are more likely to be shared as they
enhance the sharer's social standing. By sharing compelling narratives, individuals can
boost their social currency and strengthen their relationships within their social
networks.

Stories have always been an important part of sharing information. They're even more
contagious when used to share ideas in a large group. In simpler terms, storytelling is
effective because it plants ideas in our minds. This is true even when stories aren't real.
When stories are entertaining, we rarely question their validity.

Conclussion
One of the key points that Berger highlights is the importance of sociality in idea
transmission. He argues that people share things that make them look good to others,
what he calls "social currency". This can manifest in various ways, from sharing funny
content that makes your friends laugh to spreading news or products that make you
seem smart or insightful.

Triggers are also a crucial aspect according to Berger. He argues that ideas that
connect with certain triggers, or specific situations and contexts, are more likely to be
remembered and shared. For example, in Mexico, national holidays are an important
trigger that brands can leverage to create viral campaigns by associating their products
with the feeling of national celebration. Additionally, it's crucial to update this approach
to apply to new social media. Nowadays, brands can use digital triggers, such as viral
trends on platforms like TikTok or popular hashtags on Twitter, to increase the visibility
and relevance of their messages.

Emotion is another factor highlighted by Berger. He argues that ideas that evoke
intense emotions, whether positive or negative, are more likely to be shared. In Mexico,
where emotions are often expressed vibrantly, this can be applied in various ways.

An advertising campaign that addresses an important social issue and evokes empathy
or outrage can quickly go viral as it's shared by people who identify with the message.
It's important to recognize that social media has changed the way emotions are
conveyed and processed. Nowadays, brands must adapt to the dynamics of new
platforms and be able to generate authentic and meaningful emotions in their
audiences.

The principle of "public" focuses on the importance of social proof and observability in
idea transmission. He argues that ideas that are public and visible are more likely to be
adopted by others. In Mexico, where social media is an integral part of everyday life,
this can translate into marketing strategies that leverage the power of visibility on
platforms like Instagram, Facebook, and Twitter.

A brand sponsoring public events or creating viral content can increase its exposure
and generate meaningful interactions with the audience. However, it's important to
recognize that the concept of visibility on social media has evolved over time.
Nowadays, brands must be attentive to new trends and features of platforms to stay
relevant and appealing to their audience.

Practical value focuses on the usefulness and relevance of an idea to its audience.
Berger argues that ideas that provide practical value are more likely to be shared and
adopted. In Mexico, where people highly value functionality and the benefit of things,
this can be applied in different contexts. A mobile application that helps users find the
best deals at local stores or navigate public transportation efficiently can gain popularity
quickly by providing a practical solution to common problems. Additionally, in the era of
social media, brands must ensure that their products or services are easy to share and
access online, which can increase their practical value and potential for virality.

In Mexico, where culture is filled with stories and legends, this can be leveraged in
marketing strategies that focus on telling a story behind a product or service. For
example, a Mexican clothing brand can stand out by narrating the inspiration behind its
designs or the story of local artisans who produce them.

However, in the era of social media, brands must adapt their stories to be compatible
with current formats and trends on platforms like Instagram Stories, Facebook Live, and
TikTok. This may involve creating visually appealing and short-lived content that
captures the audience's attention and fits their online media consumption style.

In summary, the principles presented in "Contagious" by Jonah Berger are applicable in

the Mexican context in various ways. From leveraging sociality and cultural triggers to
generating authentic emotions and offering practical value to the audience, the ideas
presented in the book can help brands create more contagious content and increase
their presence in an increasingly saturated market