«Social Virality» by Emanuele M. Barboni Dalla Costa

In this book, we'll address issues related to the seemingly 'out of control' spread of some online stories and videos. From Gagnam Style to the Ice Bucket Challange … How come some stories take root and others don't?

What makes a piece of content go viral?

How does the winning idea come about?

How does it spread?

Is it a replicable phenomenon?

We will analyze together the principles that push users to press the 'share' button, the emotional levers to activate and how to generate word of mouth on the Net.

A book for all those who want to discover the principles of emotional persuasion on the Internet.

Suitable for web copywriters, social media managers, entrepreneurs, creatives and all those who are facing for the first time to this fascinating discipline.

TABLE OF CONTENTS

Introduction

The Concept of Social Virality

Emotional Engagement: Empathy, Stimuli, Feelings

How to Find the Creative Idea that Works

Side Actions to Achieve Goals

Monetizing the Economic Return of a Lucky Story

Format Replicability and Parodies

Talent and Originality. What Makes You Special?

Drivers for Sharing: Social Currency

Generate Word of Mouth with Strong and Frequent Stimuli

Positive, Negative Emotions and Physiological Excitement

“Monkey Sees, Monkey Copies. The importance of public visibility

Stimulating Sharing by Focusing on Practicality and Utility

Creating a Magnetic Story Around Your Product