Author: Lisa Niver Rajna, CAS ’89
I did not realize when I picked Penn (after being admitted early decision in December 1984), that class would still be in session in 2013 while traveling on a local bus in Nepal! During this trip, I read Contagious, Why Things Catch On, because as a traveler, teacher, and writer it sounded extremely compelling. I too wanted to learn how to “create contagious content!”
As Wharton marketing professor, Jonah Berger, explains in the book, “putting up a Facebook page or tweeting doesn’t mean anyone will notice or spread the word. 50% of YouTube videos have fewer than five hundred views. Only one-third of 1 percent get more than 1 million.” We actually have several videos over five hundred views and our We Said Go Travel YouTube channel, so that was good to learn. It is incredible to me that while on sabbatical in Asia, I can study with the award-winning Wharton “Iron Prof” and learn exactly the lessons I need next for my personal and professional life!
I also recently read Made to Stick, by Chip and Dan Heath. Chip Heath was Berger’s graduate school mentor and while that book was helpful–Contagious’ “six key STEPPS” gave me new tools to propel my professional site to higher numbers and more views by using “the six principles of contagiousness: products or ideas that contain Social Currency and are Triggered, Emotional, Public, Practically Valued and wrapped into Stories.”
As a writer, the final emphasis on stories is of particular interest to me. Berger says: “Stories are an important source of cultural learning that help us make sense of the world. Information travels under the guise of what seems like idle chatter.” I hope that sharing our journeys will inspire others and soon be more and more contagious encouraging all to participate in our global community of travelers and writers.
I recommend getting a copy of Professor Berger’s book so you can “build a Social currency-laden, Triggered, Emotional, Public, Practically Valuable Trojan Horse, but don’t forget to hide your message inside. Make sure your desired information is so embedded into the plot that people cannot tell the story without it.”
Reading this book, I realized that our recent Inspiration Travel Writing Contest had so much traction as we used triggers (the contest ended on Valentine’s Day), emotions, and financial incentives. I will put my learning to work and hope that our Independence Travel Writing Contest (running from May 11 to July 4, no entry fee, and an even more valuable prizes).
Thank you to the Penn community for my past and continuing education! It is phenomenal that nearly twenty-five years after graduation I can still learn from Penn Profs and in a new digital way. As our Penn motto states, “We will find a way or we will make one.” Thank you, Professor Berger, for new tools for building a contagious community.