Remember that time the airline lost your luggage? - Contagious Part III

Hey there!

Remember earlier when we were talking about triggers and how they can make something more top of mind(KitKats & Coffee)? Well, let's take a look at Cheerios and Disney World as examples. Sure, Disney World is amazing and exciting, but the thing is, people don't think about it all that often. Most people only go there once a year, if that. And once the initial excitement wears off, there aren't many reminders to keep it top of mind.

On the other hand, hundreds of thousands of people have Cheerios for breakfast every day, and even more see those bright yellow boxes in the cereal aisle at the grocery store. These triggers make Cheerios more accessible and increase the chances that people will talk about the product. So, even though Disney World may have more social currency and emotion tied to it, Cheerios may actually get more word of mouth because of these triggers.

estimate read: 5 minutes

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Emotions

We humans are emotional creatures, and our feelings can drive us to do some pretty incredible things. In fact, emotions can even influence what we share with others, as we learned in the chapter on Social Currency. We love to gossip and spread information, and the internet has made it easier than ever to do so.

But what makes something go viral? According to Berger’s research, two key factors are interest and usefulness. The more interesting or useful something is, the more likely it is to be shared. This explains why health and education articles are often highly shared – they offer practical advice and information that can improve our lives.

But there's one topic that stands out above the rest, and that's science. Science articles often make the Most E-Mailed list despite not always having as much Social Currency or Practical Value as other topics. Why? Because they evoke a powerful emotion in readers – awe.

Science articles chronicle innovations and discoveries that make us feel small and yet part of something much larger than ourselves. They make us marvel at the complexity and wonder of the world around us. And that feeling of awe is so powerful that it compels us to share these articles with others.

Power of awe

You know that feeling you get when you stand on the edge of the Grand Canyon and it's so vast and majestic that it makes you feel like a tiny ant? That's awe, baby!

Psychologists Dacher Keltner and Jonathan Haidt define awe as the sense of wonder and amazement that comes from encountering something greater than yourself. It's that feeling you get when you're confronted with great knowledge, beauty, sublimity, or might. Awe is a complex emotion that can be evoked by anything from stunning natural landscapes to human feats of daring and discovery.

But why does awe matter? Well, according to Berger’s research, awe can drive us to share things with others. When we experience awe, it expands our frame of reference and drives self-transcendence. We feel inspired and uplifted and want others to feel the same way.

In fact, our research found that articles that evoke awe were 30 percent more likely to make the Most E-Mailed list. And even articles that may not have had as much Social Currency or Practical Value still made the list if they were awe-inspiring.

So if you're looking to create something contagious, consider incorporating elements of awe into your work. It doesn't have to be as grandiose as the Grand Canyon – it could be a stunning piece of art or a scientific discovery that blows people's minds. Because when we experience awe, we want to share it with others and keep the conversation going.

As Albert Einstein once said, "The most beautiful emotion we can experience is the mysterious. It is the power of all true art and science. He to whom this emotion is a stranger, who can no longer pause to wonder and stand rapt in awe, is as good as dead." So let's keep the power of awe alive and well, my friends. Next up is anger and anxiety. People love talking about what frustrates them

Anger & Anxiety - The United Airlines story

We've all had frustrating experiences with airlines before – lost luggage, delayed flights, cramped seats – but musician Dave Carroll took his grievances with United Airlines to a whole new level.

While on a connecting flight through Chicago with his band Sons of Maxwell, Dave had to check his guitar with United. But when he landed in Omaha, he found his $3,500 guitar had been smashed by baggage handlers. And to make matters worse, United denied his claim for compensation, citing a 24-hour window for claiming damages that was buried in the fine print of his ticket.

So what did Dave do? He channeled his frustration into a song. He wrote and recorded "United Breaks Guitars" and posted it as a short clip on YouTube. And within 24 hours, the video had almost 500 comments from other angry United customers. Within four days, it had over 1.3 million views. And within ten days, it had over 3 million views and 14,000 comments.

The video had a major impact on United. Its stock price fell 10 percent – the equivalent of $180 million – within four days of the video being posted. And although United eventually donated $3,000 to a jazz institute as a "gesture of goodwill," many industry experts felt that the airline suffered permanent damage as a result of the incident.

So what can we learn from this? Well, first of all, arousal can drive people to share. When people are angry, frustrated, or emotionally charged in any way, they're more likely to share their experiences with others. And in today's age of social media, those experiences can quickly go viral and have a major impact on a company's reputation.

But more importantly, companies need to prioritize customer service and take responsibility for their mistakes. If United had simply fixed Dave's guitar or offered him a reasonable compensation, the whole incident could have been avoided. But instead, they denied his claim and suffered the consequences.

So let's all take a lesson from Dave Carroll's experience and remember that customer satisfaction should always come first.

Focus on feelings

Emotions matter more than we think. It's not enough to just provide information and facts in marketing messages or public health campaigns. People need to feel something, to be moved by something, to take action. And that's where Google got it right with their "Parisian Love" campaign.

Google is known for their focus on analytics and data-driven decisions, but Anthony Cafaro, a graphic designer in their Creative Lab, wanted to humanize the interface and build an emotional connection with users. So he developed a video that tells a love story using only Google searches and their results.

As the video unfolds, you can't help but feel the romance, joy, and inspiration. You follow the searcher as he falls in love, moves to Paris, and starts a family. And in the end, you're left with a simple message: "Search on."

The video was so powerful that it was loved by Google's CEO's wife and the entire marketing team. And when they released it to the public, it became a viral hit.

So remember, whether you're selling a product, promoting a cause, or sharing information, don't forget about emotions. Focus on the feelings that drive action, and you might just create something that goes viral.

In today's world, where we are bombarded with information and advertisements at every turn, it can be challenging to cut through the noise and capture people's attention. But by focusing on emotions and creating content that moves people, we can create a lasting impact. We need to connect with people on a deeper level, evoking feelings that will drive them to share and take action. Whether we are marketing a product, promoting a cause, or simply trying to get our message heard, emotions are the key to success. So let's tap into the power of emotions and start creating content that moves people to action.

Best,

Camillo