片爆咗View，但一件貨都賣唔出？《瘋潮行銷》揭開『故事行銷』最致命的誤區｜東哥說故事

華頓商學院最熱門的行銷課
葛拉威爾《引爆趨勢》實踐篇
《紐約時報》、亞馬遜書店暢銷榜TOP 1

重要的不是意見領袖，而是訊息本身。
不用砸大錢、不用特別有創意，
只要方法正確，平凡事物也能引發大流行！

6大感染力法則STEPPS，
顛覆你對行銷與流行的所有想像！

　　為什麼有些東西能爆紅，有些卻沒沒無聞？
　　為什麼某些內容能在網路瘋傳？
　　為什麼有些產品、理念或行為就是能贏得更多口碑？
　　上述所有答案，你都可以在約拿‧博格教授的《瘋潮行銷》中得到解答。

　　博格在華頓商學院開設的「感染力」（Contagious）課程，已成為近年最炙手可熱的行銷課程之一，廣受學生、企業經理人等歡迎，向隅者紛紛要求博格出書傳授產品、創意、行為等暢銷風行的祕密。因此本書甫在美國上市，即創下亞馬遜書店行銷‧廣告類暢銷書第一名，並榮登《紐約時報》暢銷書榜。

　　經過十幾年鑽研，博格發現產品、理念得以瘋傳的關鍵，在於社會影響力與口碑效應。而口耳相傳的效力，遠優於廣告10倍以上，例如亞馬遜書店一則五顆星書評可以讓一本書多賣20本，一個新顧客的口碑可以增加200美元的餐廳營業額。

　　那麼，如何建立強大口碑，讓人們口口相傳不停？
　　祕訣就在於掌握六大關鍵感染力原則「STEPPS」——
　　社交身價、觸發物、情緒、曝光、實用價值與故事。

　　在本書中，博格以大量實際案例，具體說明如何運用6大感染力原則，讓產品或訊息蔚為風潮！你會看到：

　　‧為什麼貴得令人咋舌的100美元乳酪牛排三明治能風靡全美？
　　‧為什麼沒沒無聞的調理機製造商，僅用50美元行銷預算，就能創造3億人次點閱瘋潮、7倍業績成長率？
　　‧為什麼一條小小的Nike黃色抗癌募款手環能賣出8,500萬條？
　　‧蘋果的白色耳機藏有什麼暢銷玄機？
　　‧為什麼250美元的烤肉架賣得比240美元的同款烤肉架更好？

　　你不需要龐大的廣告預算、行銷天分或某種創意基因，每個人都可以從本書學到關鍵實用要領，成功運用在產品、行銷訊息的設計上。

　　本書提供的STEPPS架構一體適用，不必砸大錢，任何人、任何產品都有望引爆趨勢、創造流行！

各界推薦

　　林之晨／AppWorks董事長暨合夥人、台灣大哥大總經理（專文推薦）
　　Louis／外商品牌經理人
　　黃麗燕／李奧貝納集團執行長暨大中華區總裁
　　丹‧艾瑞利 Dan Ariely／杜克大學心理學與行為經濟學教授、《金錢心理學》作者
　　查爾斯‧杜希格 Charles Duhigg／《為什麼我們這樣生活，那樣工作？》作者
　　奇普‧希思 Chip Heath／《關鍵時刻》、《黏力》共同作者
　　丹尼爾‧吉伯特 Daniel Gilbert／哈佛大學心理學教授

好評讚譽

　　「書中舉出許多實例佐證，也介紹了背後的消費者心裡，讓你明白這些口碑瘋潮發生的原則，也讓行銷人員在打造口碑的時候有更清楚操作方向。雖然有了方向並不代表就能成功打造出瘋傳的口碑，但是這六大感染力的原則，確實為良好的口碑宣傳打下成功的基礎。」——Louis／外商品牌經理人

　　「《瘋潮行銷》談產品面也談品牌面，有戰術也有戰略……嘗試讓STEPPS進入你的思維，並應用在你的行銷日常，呈現在你的產品跟品牌裡，你會發現你可能也不斷在創造那個『潮』，創造那個『恆久』，讓產品化為品牌， 既潮且恆久，最終成為經典。」——黃麗燕／李奧貝納集團執行長暨大中華區總裁

　　「約拿‧博格富創見又有深度，野心與俏皮兼具。看他的研究，如同在美術館鑑賞傑作，觀賞者能獲得生命的嶄新洞見，同時又可感受其巧思與創意。他善用社會科學來闡釋生活中尋常與不凡的事物，難有出其右者。」——丹‧艾瑞利Dan Ariely／杜克大學心理學與行為經濟學教授、《金錢心理學》作者

　　「為什麼有些訊息似乎能一夕傳開，有些卻銷聲匿跡？為什麼有些產品無所不在，有些卻無人青睞？約拿‧博格知道這些問題的答案，而讀完《瘋潮行銷》，我們也明白了。」——查爾斯‧杜希格 Charles Duhigg／《為什麼我們這樣生活，那樣工作？》作者

　　「如果你正設法創造更大聲勢，預算卻又很少，你便需要這本書。《瘋潮行銷》會教你如何讓產品引爆『瘋』潮。」——奇普‧希思 Chip Heath／《關鍵時刻》、《黏力》共同作者

　　「約拿‧博格是世上最懂得如何讓訊息『瘋傳』的人。」——丹尼爾‧吉伯特 Daniel Gilbert／哈佛大學心理學教授

　　「約拿‧博格是少數鑽研事實、解析真相的人。他所做的突破性研究，連專家都扭轉了思維。如果今年你只讀一本如何讓訊息流傳的書，必定就是這一本。」——戴夫‧巴爾特Dave Balter／口碑經紀（BazzAgent）公司執行長、「口碑行銷協會」（Word of Mouth Marketing Association）共同創辦人

　　「《瘋潮行銷》蘊含了許多令人關注（而且顛覆直覺）的真相與洞見……其中最饒富趣味的，莫過於博格列舉的各個成功與失敗的行銷實例。」——《波士頓環球報》（The Boston Globe）

　　「一部感染力十足的病毒行銷論述……博格以明快又引人入勝的書寫風格，巧妙闡釋了認知心理學與社會行為的交集，並著眼於協助商業與各界人士散播訊息與理念。他破解了無數令人費解的流行文化『瘋』潮，造就這本實用又有趣的入門寶典。」——《出版人週刊》（Publishers Weekly）

　　「這本書讀起來很有樂趣。博格所舉的案例都很應景又貼切，所提出的原則實用又易懂……這本書絕對會走紅。」——《基督教科學箴言報》（The Christian Science Monitor）

　　「本書可說是麥爾坎‧葛拉威爾《引爆趨勢》的實用版。」——《探索》（Discover）雜誌

　　「一名行銷鬼才，為訊息如何能夠『瘋傳』寫下注解（網路也幫了大忙）。」——《詳情》（Details）雜誌

　　「讀來輕鬆、愉悅，書中案例十分引人入勝……如果底下有『讚』的按鈕，你大概就會按下去了吧。」——《金融時報》（Financial Times）

　　「本書提供了有趣洞見，說明究竟是什麼因素，能讓想法、影片、廣告或產品散播蔓延。」——《紐約時報》（New York Times）

　　「《瘋潮行銷》解析了訊息產生感染力道背後的祕密。」——《今日美國》（USA Today）

　　「（博格）為看似熟悉的現象帶來全新的視野，精準地揭露了理念與產品何以能夠風行……給行銷人士作為範本，《瘋潮行銷》是一佳作。」——《快公司》（Fast Company）

　　「本書專為外行人所寫，那些不知該用什麼方法才能在社群媒體上癮、注意力短促的世界引爆衝擊力的人，本書能啟發你許多想法。」——《洛杉磯時報》（Los Angeles Times）

　　「華頓商學院行銷學教授博格，解釋了潮流如何形成，以及為什麼某些產品、理念與行為，能獲得社交身價。他主張，祕訣在於把產品變成話題，讓它口耳相傳。臉書與推特能幫得上忙，但出乎意料的是，博格指出：『只有7％的口碑是在網路上形成的。』……博格在本書中，提供了許多有趣又生動的實例，就像麥爾坎‧葛拉威爾的著作或《蘋果橘子經濟學》一樣。本書顛覆傳統，把探討焦點從網路傳播科技轉向人性要素，並大膽闡述口碑和社會影響力如何運作……（而且）可以（用來）讓所有產品或理念爆發『瘋』潮。」——《科克斯書評》（Kirkus Reviews）

　　「博格既知性又富樂趣地呈現其主張，探討為何有些產品或理念能贏得口碑，引發大家的興趣並瘋傳，但有些卻不行。本書由某種程度來說，也很有掀起『瘋』潮的能力。這本出色又發人深省的書，讓人停不下來；這些取自各行各業的故事，特別是描繪新興社群媒體應用的案例，極其引人入勝。……讀者不必具有商業或行銷背景，也能看懂這些內容。論點中巧妙融入了科學數據，更具說服力。強力推薦。」——《圖書館月刊》（Library Journal）

　　「我們都對某些概念的影片之類的素材四處瘋傳習以為常，然而那究竟是怎麼發生的？博格發現了六項原則，只要其中之一或聯合起來運作，就能讓所有事物引爆『瘋』潮。這些原則包含社交身價（一間餐廳因很隱密而出名）；情緒（蘇珊大嬸在選秀節目初試啼聲的影片在YouTube爆紅，因為那讓人看了情緒激動）；觸發物（人們在星期五上網搜尋《星期五》這首歌的比率遠高於其他日子）；以及實用價值（某人示範三兩下把玉米粒剝淨的影片瘋傳，因為那很實用）。作者所談到的案例，有些或許顯而易見，但也有很多不為人知的商業內幕（例如蘋果內部的菁英爭論筆電上的公司logo應該朝哪個方向：從使用者角度看起來是正面好，還是讓對面注視筆電上蓋的人看起來是正面比較好？）。這些決定影響了產品的命運。這是本引人入勝又不時出人意表的書。」——《Booklist》書評

Transcript

SPEAKER_00 1:03

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Yao yung teason hola no langa lam he being go jigan yam lam he so you live teason come with jun fabi pangao come yi bongdo yan gum cookies at the sing joke sega sanga come yi sa young gazek hangl jo song baby van hung cowar su mina ta gohu yao shakes at yin cut jok lung van manjin funbi cajobit man cajo fan said you let yellison bun bill seal haiway uh yiging hai dakasan bang layvan ling phong young mangin could mon got my buyamho yet the lung young sagal hai son hong the goal yao bu gasonban cosoika leon high taigo jo msepresent the gatun some le hoxinsok penga hai togo beiga y la silva jet hai woo yao yuk you say some leugo gaga be youke die yawa j song zamban zahoyong yi landai uni cau my gum silva jet when yun di jiko si p jiket tenga yu deng hei mat chill so ja coming silla hei hodoge choiko for changel su mina kita do tangoga come jogging ya si tauga chang yin fongse yun zi gaga you go the gab bugate zit kaugin how go you devanjin commit to you you my chick gaga my go yala coming to you bugged le chikajok get a sand pay you penga mba makin sam the gabati lei common sale i hogo la said uh gam jo yabaman tello hey you can cab yang yet coming longway pay you go dino you know let's cow jo man wa dio tako ga you of one go gaga you go let you say hi chikal to go gasinagado you go go in chimban kitsik cow take up you bring a gaga high tie later you say a percent come high with langdo and de tile hoy how go within a hog some lingo job a satimmer tak you jo ya gum doikam penbo jogan dim no sha my sum gay team lomina my sam summont dim you know be fugged fan dimner to hai the got the gagner so gai some money to hung the fora sibagol lei yu ta che hoale so yi se fanjon come layuwa jo yi sefanjong ho jok hani subman pamogi la do dimnum me suma disiga cusauga he lo bat msubman bagum come dim junna so bittle fulling fandimla the gagangia hai my lockba says a man may gumle hungla dana go fund dimlet uh you date her is a fanjong come live woo jate is a fan jong who fund di mylet come sap him toxiciko your pass of chap percent hiway yo sap maygum gichako is a phenom chair mardi that di do so wean uh high woi swinja hoy dog is a phenom chair ho fandi my soum gate com case uh the lean jeti gan you gatha do hai ya subme gum gum yaugum do dai gamma call him say ton yung dai call subman y deway daigo cham how jik mtong sam zapmunt gesam gate ton lookba m sapman get in sea dongam ho jik di jungasy how how yang fan yi dai gamete junglo choligor le jungdo ibaman chungdo yibaman jum uh le jung yibaman hung ho some go chungba man de fanji changle van lido ya chiman ton le jong jo yachi man leng yabaman ton yon chakaman you do come l gum go win whichan ho toll die look mean her goosey so yoan to do it and goosey day you lo y le chin sho lego lawyung ton lego chan bang guanin seng hayukau kan ling to chan bana yong goose sang like gong goosey le mean but ho kick both on felt uh taiga kidakose tai jum kida like a chamban di mut com to gonjo the loggy mokma tho senke goosei com ne goose like a young chong jigosen second mo san son song lai matzilla chito moi sang son ligata yan thousing cutelohoi ho yao sine goose chimbo yunan hai soyu chim tido mgo jong zit ja goosile li ya pathosega sangar kanji jung yao lingot ho ging ke ao higa chang jo yinhaule li tai gung dog yungagek come goose hoi zhao gang yile hling dun de k me come diesel locom in her ying man zimola yengsenhou s t y P P S ni chong jo gum yimle look da yan so. Yda jong tet Hou to hai bo shin gong zong dim Hamo Daga hoi cups out of the Dongo Siko see, Muy yat some Fanjong Welle Gong Gai Bun Ho Suit, Yung Dido Hot of Bin Jabin Tang, Sin Yong lanzo se gan, chogan che Fan Gang Jin Gansan, Don Gam Tang Tang yun che yung da chat. Dim guy you then you channel you at Zek Him said and Toyo Sin Hogga. Don't go yat Jun Boy Capesan yet Lin Ziao Lew Dogje Gamakige. Bin Jin Tang yet a yung gido Gobinyan san you channel