1. 1. Social Currency
1.1. examples
1.1.1. Crif Dogs
1.1.1.1. hidden bar
1.1.1.1.1. "Please Don't Tell!"
1.1.1.1.2. awesome to watch people disappear
1.1.1.2. who
1.1.1.2.1. brian shebairo
1.1.1.2.2. chris antista
1.1.1.3. 1999
1.1.1.4. no advertising
1.1.1.5. discovery brand
1.2. why share?
1.2.1. wired to find it pleasurable
1.2.1.1. research
1.2.1.1.1. who
1.2.1.1.2. what
1.2.1.1.3. how
1.2.2. makes you "look good"
1.2.2.1. how?
1.2.2.1.1. inner remarkability
1.2.2.1.2. game
1.2.2.1.3. insiders
2. 2. Triggers
3. 3. Emotion
4. 4. Public
5. 5. Practical Value
6. 6. Stories
7. Salad
7.1. as many ingredients as possible
8. author
8.1. Jonah Berger
9. Introduction
9.1. Why things catch on
9.2. Restaurant
9.2.1. Buzz
9.2.1.1. $100 cheese steak
9.2.1.1.1. worth the price
9.2.1.2. worked
9.2.1.3. generated press
9.2.1.4. over the top
9.3. social
9.3.1. online
9.3.1.1. +16,000 words / day about brands
9.3.2. word of mouth
9.3.2.1. 20 - 50% of purchase decisions
9.3.2.2. better than advertising
9.3.2.3. persuasive
9.3.2.4. trustable
9.3.2.5. targeted
9.4. generating word of mouth
9.4.1. % online?
9.4.1.1. most people guess 50-60%
9.4.1.2. actual, 7%!
9.4.2. offline
9.4.2.1. more common
9.4.2.2. harder to "see"
9.5. too boring?
9.5.1. not if done right
9.5.2. like a salad
9.5.3. more parts
9.5.3.1. better
9.5.3.2. just 1 is required