The document outlines the S.T.E.P.P.S framework for what makes things popular and go viral. It describes each letter of the framework: Social currency refers to how what people share influences how others see them; Triggers are things in the social environment that prompt people to talk about something; Emotion explains that people care and therefore share things that make them feel something; Public means things are easier to see and imitate when more public; Practical value refers to information being more likely to be shared if it is useful; and Stories notes that people enjoy telling stories rather than just sharing information directly.

1. S.T.E.P.P.S
Framework
CONTAGIOUS: WHY THINGS CATCH ON
Jonah Berger

2. What makes things popular?
Why do people talk about certain
products and ideas more than others?
Why are some stories and rumors more
infectious?
And what makes online content
go viral?

4. S
T
E
P
P
S

5. Social Currency
Triggers
Emotion
Public
Practical Value
Stories

6. Social Currency
“What we talk and share influence on how
people would see us.”

7. Social Currency
“What we talk and share influence on how
people would see us.”
Surprising things | Remarkable things | Worth to passed on
i.e. Cars we drive, Restaurant we visit, Things we bought, New tech we use

8. Triggers
“Things in the social environment that makes
you reminded to talk about it.”

9. Triggers
“Things in the social environment that makes
you reminded to talk about it.”
“It's Friday, Friday / Gotta get down on Friday /
Everybody's lookin' forward to the weekend, weekend”
Searches for ‘Rebecca Black’ on YouTube

10. Emotion
“We care – We share”
Happiness | Amusement | Anger | Anxiety | Sympathy | Nation’s Achievement

11. Emotion
“We care – We share”
Happiness | Amusement | Anger | Anxiety | Sympathy | Nation’s Achievement
Accident
Missing people
Homeless pet – Need for adoption
Need for donation
Complaint

12. Public
“Something that easier to see – easier to imitate
what someone else is doing. Making
something private become more public.”

13. Public
“Something that easier to see – easier to imitate
what someone else is doing. Making
something private become more public.”

14. Practical Value
“The more useful / valuable information is the
more likely people to share about.”

15. Practical Value
“The more useful / valuable information is the
more likely people to share about.”

16. Stories
“People wouldn’t share the information out of the
blue, but they definitely love to tells a story.”

17. Stories
“People wouldn’t share the information out of the
blue, but they definitely love to tells a story.”

18. THANK YOU