Marketing managers and brand strategists
Launching a new product or campaign and need to maximize word-of-mouth
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About
The 'Contagious: Why Things Catch On' mind map by Jonah Berger breaks down the six key principles—Social Currency, Triggers, Emotion, Public, Practical Value, and Stories—that drive ideas and products to become popular. Based on Berger's 2013 book and his research as a marketing professor at Wharton, this template includes 10 facts about the book and practical application branches like 'Creating Triggers' and 'Emotions in Marketing'. It serves as a cheat sheet for marketers, entrepreneurs, and communicators seeking to craft contagious content. The map organizes the principles with real-world examples and actionable advice, making it a concise reference for applying the STEPPS framework to campaigns and messaging.
Terms and ConditionsWhen to use this template
Content creators and social media managers
Reviewing a content strategy to improve shareability on social media
Educators and trainers in marketing or business
Teaching a class or workshop on viral marketing and consumer behavior
How to use this template
Step 1
Launch the Template
Open the .xmind file in Xmind desktop or web app.
Step 2
Review the Core Structure
Explore the three main branches: Ten Facts, Principles, and Application.
Step 3
Examine Specific Principles
Click on any principle node (e.g., 'Social Currency') to read its description and examples.
Step 4
Personalize Your Strategy
Customize the 'How to Apply the Principles' branch by adding your own marketing ideas or case studies.
Step 5
Share and Present Results
Export the mind map as an image or PDF to share with your team or use in presentations.
Frequently asked questions
The six principles are Social Currency, Triggers, Emotion, Public, Practical Value, and Stories (STEPPS). They explain why certain products, ideas, or behaviors become popular.
This template helps you apply the STEPPS framework to your campaigns. Use the 'How to Apply the Principles' branch to create triggers, evoke emotions, make ideas public, and craft compelling stories.
Yes, the template is free to use and fully editable in Xmind. You can customize the nodes, add your own examples, and adapt the principles to your specific context.
The 'Public' principle states that people tend to imitate others when they can observe their behavior. Making products or ideas more observable increases their likelihood of being adopted.
High-arousal emotions (like awe, excitement, or anger) increase sharing, while low-arousal emotions (like sadness) decrease it. The template helps you identify which emotions to evoke in your marketing.
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