15 April 2013 | Posted inChange Management
Posted by Maron
Last month I had the opportunity to hear Jonah Berger, author of Contagious: Why Things Catch On, discuss his book and research behind word-of mouth and social transmission. In a very interactive presentation, he shared a summary of the key techniques that help information spread via his STEPPS framework — 1. Social Currency, 2. Triggers, 3. Emotion, 4. Public, 5. Practical Value, 6. Stories.
While much of what he presents is geared for individuals responsible for marketing and advertising, I think that there are principles that we can leverage when discussing the workplace. Particularly when preparing employees for a new work environment, there’s an opportunity to transform aspects such as the workplace vision, key behaviors, and employee brand and make them not only resonate, but stick. Things to consider: opportunities to allow employees and visitors to be “insiders” within the space, visual triggers to keep key practices (i.e. reduce printing or recycling) top-of-mind, and visual public displays of top initiatives. What additional ideas do you have to put this framework to use within the work environment?
- Check out the Crafting Contagious Workbook available for free download in the “resources” section if you’d like to apply the STEPPS framework.
- Listen to the podcast of the event I attended at the Commonwealth Club of California on March 14, 2013: http://www.commonwealthclub.org/events/archive/podcast/jonah-berger-why-things-catch-31413