April 25, 2013 / Leslie

Review – Audiobook: Contagious by Jonah Berger

Advertising, Marketing, Non-Fiction, Social Marketing

Contagious: Why Things Catch On
by Jonah Berger
Narrated by Keith Nobbs

Genre: Non-Fiction
Publisher: Simon & Schuster Audio
Publish Date: March 5, 2013
Format: Audio, 6 hours | 54 minutes
Audio Listening Level: Easy
Rating: 4 of 5

Publisher’s Synopsis:

Why do certain products and ideas go viral? Dynamic young Wharton professor Jonah Berger draws on his research to explain the six steps that make products or ideas contagious.

My Thoughts:

That’s a good question, why do some things go viral and others are barely noticed? The answers are in some ways unexpected and in others, just common sense. For those embarking on a marketing project, the author lays out the six key STEPPS (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) to success. For the rest of us, the book is an interesting journey through social marketing.

In the introduction the author gives an example of how ‘word of mouth’ reaches people who are interested in the product as opposed to advertising, which is not targeted. In the example he told of a publisher that sent him two copies of a book and said the second copy was for a colleague that might be interested. The publisher knew that he would most likely send it to someone who would like the book and talk about it. I can definitely relate to that.

The book is well written, entertaining and easy to follow. No techno babble here. We get real life, interesting examples, ones we can relate to, like the YouTube phenomenon. The author talks about one of my favorite viral videos, United Breaks Guitars. You’ve probably heard about it, it even has its own entry in Wiki, and was a public relations disaster for United. How did that happen? The author explains in the chapter on ‘Emotion’.

The audio, narrated by Keith Nobbs, was read with an even pace and tone. I could have used a little more animated delivery, but the material itself was interesting enough to keep me listening. This is a perfect choice for those new to audio books or trying to adjust to the format. The book is so well laid out that it is easy to follow, plus it’s entertaining with an audio track that clear and easy to listen to. At only seven hours, it’s just the right length.