Want to learn how to maximize social media? When to do it, what words to use, who to tweet at? Look no further than Zarrella’s Hierarchy of Contagiousness: The Science, Design and Engineering of Contagious Ideas. Social media master Dan Zarrella has amassed years of experience helping people negotiate the often mystical place of social media marketing. Now, he has condensed those well-tried ideas into this concise and conversational book. Zarrella’s Hierarchy of Contagiousness demystifies and deconstructs how social media works, who it benefits and why we all depend upon it to help our good ideas spread.
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Book Description
Editorial Reviews
Review
Reviews for The Social Media Marketing Book:
"Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet." --Guy Kawasaki, co-founder of Alltop.com
"If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that." --Chris Brogan, President of New Marketing Labs
"This book demonstrates a beginning to the endless possibilities of the Social Web." -- Brian Solis, publisher of leading marketing blog PR 2.0
"Overall, The Social Media Marketing Book is an extremely valuable resource on understanding and applying social media for both the individuals, and business. The book is a great introduction that can help you to get started. Once done, you can move onto the next level. Hopefully, Zarrella is working on that book now." --Ben Rothke, Slashdot.org
"If you are new to social marketing and want an easy to understand book to break it all down, then I highly recommend The Social Media Marketing Book." --T. Michael Testi, Blogcritics.org
"After poring over The Social Media Marketing Book you may not come away with a master marketing strategy, but you'll get a good briefing on tactics." --Thomas E. Weber, Smart Money
"Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet." --Guy Kawasaki, co-founder of Alltop.com
"If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that." --Chris Brogan, President of New Marketing Labs
"This book demonstrates a beginning to the endless possibilities of the Social Web." -- Brian Solis, publisher of leading marketing blog PR 2.0
"Overall, The Social Media Marketing Book is an extremely valuable resource on understanding and applying social media for both the individuals, and business. The book is a great introduction that can help you to get started. Once done, you can move onto the next level. Hopefully, Zarrella is working on that book now." --Ben Rothke, Slashdot.org
"If you are new to social marketing and want an easy to understand book to break it all down, then I highly recommend The Social Media Marketing Book." --T. Michael Testi, Blogcritics.org
"After poring over The Social Media Marketing Book you may not come away with a master marketing strategy, but you'll get a good briefing on tactics." --Thomas E. Weber, Smart Money
About the Author
Dan Zarrella is an award-winning social media scientist at HubSpot. He has a background in web development and combines his programming capabilities with a passion for social marketing to study social media behavior from a data-backed position and teach marketers scientifically grounded best practices.
Product Details
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Customer Reviews
Most Helpful Customer Reviews
66 of 71 people found the following review helpful
Format:Hardcover|Amazon Verified Purchase
OK, as a social media maven for... well, since the word was invented, I figured Dan's read would be perfect yawn material for curing my fractured sleep cycle.
Not so. In fact, I should have known better. Anything stamped "Domino Project" is almost a sure bet. This is no exception.
Here's the intro paragraph to help align your brain to the following content:
"If you've read about social media or been to any marketing conferences, you've probably heard tons of advice like "love your customers," "engage in the conversation," "be yourself," and "make friends." I call this "unicorns-and-rainbows advice." Sure, it sounds good and it probably makes you feel all warm and fuzzy. But it's not actually based on anything more substantial than "truthiness" and guesswork."
But wait, it gets better.
In addressing the Spread of Ideas (or Viralness, the favorite meme of social media marketers everywhere), Dan developed a simple hierarchy, similar to Maslow:
1- "The person must be exposed to your content. This means that the person has to be following you on Twitter, be a fan of your page on Facebook, subscribe to your email list, and so on.
2- The person must become aware of your specific piece of content (the idea you want to spread). He has to read your tweet or open your email message.
3- The person must be motivated by something (generally in the content itself) in order to want to share the idea with his contacts.
Now, at this point you're going "Isn't this Seth Godin's Idea Virus all over again?"
Well yes. And no. Because quite a few years have elapsed. What worked then (Seth giving away a PDF to drive book sales at, uh, Borders...;-) could be construed as noise now. Unless you've been busy building an audience and a platform - which is the REAL focus of the book.
Oh, and metrics. METRICS. Measuring social media results is something Dan doesn't take lightly. And neither should you.
There are graphs. There are charts. And there are meaningful baselines to work from. The pie is not in the sky. It's on your (social media marketing) plate. Get your slice.
Here's one of Dan's finishing thoughts:
"Now you know better. You know how to see through the unicorns-and-rainbows myths. Don't listen to the snake-oil salesmen when they deceive you with their prescriptions for exotic tonics. You have science now. Marketing shouldn't be based on luck. You can produce results from social media that are reliable and repeatable. You have control.
For social media experts, there will be some "duh" level content. But even so, it's sprinkled liberally with plenty of new "a-HA!" insights to make even those boring old standards take on new color.
I'm giving it 5-Stars. Not because it's Seth's label. (Though I long to be on Domino... someday... someday...).
Because it's relevant. Fast-acting (read it before your next marketing meeting - and rock the house). Fun. And makes sense.
BTW: Hubspot is also a cool company. Dharmesh Shah and Mike Volpe are awesome folks in the industry, who don't compromise. And have set new standards (if you haven't used their Website Grader, do it today. It's free, and will get you started on the road to REAL online optimization - we're just pissed they give it away - we wanted to sell a similar service for $$$).
Other people in this genre' worth watching include David Meerman Scott (one of my very favorites). Start here: The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly - all of his works are excellent. You can also get a taste on his blog, WebInkNow.com.
Chris Brogan is legend: The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue
Ann Handley rocks - Total Stat Queen: Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series)
To craft your own social media goodness, here's the writing tool of champions (includes social media keyword search results and other fun tools): Novel Writing Software - ThoughtOffice Muse Creative Writing Software Suite Mac OSX - Windows XP-7
If you don't know Guy Kawasaki, you're clinically dead. Enchantment: The Art of Changing Hearts, Minds, and Actions
And nothing is sweeter than making your social media efforts into your passionate living. Nobody says it better than Hugh MacLeod: Evil Plans: Having Fun on the Road to World Domination
That's a rap, folks. Get social. Measure results. Build your platform. Engage. And have a blast on the way.
Not so. In fact, I should have known better. Anything stamped "Domino Project" is almost a sure bet. This is no exception.
Here's the intro paragraph to help align your brain to the following content:
"If you've read about social media or been to any marketing conferences, you've probably heard tons of advice like "love your customers," "engage in the conversation," "be yourself," and "make friends." I call this "unicorns-and-rainbows advice." Sure, it sounds good and it probably makes you feel all warm and fuzzy. But it's not actually based on anything more substantial than "truthiness" and guesswork."
But wait, it gets better.
In addressing the Spread of Ideas (or Viralness, the favorite meme of social media marketers everywhere), Dan developed a simple hierarchy, similar to Maslow:
1- "The person must be exposed to your content. This means that the person has to be following you on Twitter, be a fan of your page on Facebook, subscribe to your email list, and so on.
2- The person must become aware of your specific piece of content (the idea you want to spread). He has to read your tweet or open your email message.
3- The person must be motivated by something (generally in the content itself) in order to want to share the idea with his contacts.
Now, at this point you're going "Isn't this Seth Godin's Idea Virus all over again?"
Well yes. And no. Because quite a few years have elapsed. What worked then (Seth giving away a PDF to drive book sales at, uh, Borders...;-) could be construed as noise now. Unless you've been busy building an audience and a platform - which is the REAL focus of the book.
Oh, and metrics. METRICS. Measuring social media results is something Dan doesn't take lightly. And neither should you.
There are graphs. There are charts. And there are meaningful baselines to work from. The pie is not in the sky. It's on your (social media marketing) plate. Get your slice.
Here's one of Dan's finishing thoughts:
"Now you know better. You know how to see through the unicorns-and-rainbows myths. Don't listen to the snake-oil salesmen when they deceive you with their prescriptions for exotic tonics. You have science now. Marketing shouldn't be based on luck. You can produce results from social media that are reliable and repeatable. You have control.
For social media experts, there will be some "duh" level content. But even so, it's sprinkled liberally with plenty of new "a-HA!" insights to make even those boring old standards take on new color.
I'm giving it 5-Stars. Not because it's Seth's label. (Though I long to be on Domino... someday... someday...).
Because it's relevant. Fast-acting (read it before your next marketing meeting - and rock the house). Fun. And makes sense.
BTW: Hubspot is also a cool company. Dharmesh Shah and Mike Volpe are awesome folks in the industry, who don't compromise. And have set new standards (if you haven't used their Website Grader, do it today. It's free, and will get you started on the road to REAL online optimization - we're just pissed they give it away - we wanted to sell a similar service for $$$).
Other people in this genre' worth watching include David Meerman Scott (one of my very favorites). Start here: The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly - all of his works are excellent. You can also get a taste on his blog, WebInkNow.com.
Chris Brogan is legend: The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue
Ann Handley rocks - Total Stat Queen: Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series)
To craft your own social media goodness, here's the writing tool of champions (includes social media keyword search results and other fun tools): Novel Writing Software - ThoughtOffice Muse Creative Writing Software Suite Mac OSX - Windows XP-7
If you don't know Guy Kawasaki, you're clinically dead. Enchantment: The Art of Changing Hearts, Minds, and Actions
And nothing is sweeter than making your social media efforts into your passionate living. Nobody says it better than Hugh MacLeod: Evil Plans: Having Fun on the Road to World Domination
That's a rap, folks. Get social. Measure results. Build your platform. Engage. And have a blast on the way.
11 of 11 people found the following review helpful
Format:Hardcover|Amazon Verified Purchase
Social Media Science sounds like a fairy tale, but Dan Zarella proves otherwise in his new book on contagious ideas. He focuses on social media because they are a "petri dish" for ideas, but the principles that he is able to extract from social media metrics can be applied to all of your ideas. This short book will tell you the best ways to spread your ideas and make them more contagious.
The author starts off by building his framework on three points. For your ideas to be more contagious, you must:
1. Increase the number of people exposed to your content.
2. Create more attention-grabbing content.
3. Include powerful calls to action.
Following this, the author provides relevant data to prove his claims. This information is invaluable, and very helpful to anyone who uses social media at all. For instance:
Do you know if it helps or hurts to call yourself a guru (or author, speaker, founder)?
Do larger groups or more active small groups spread ideas faster?
Are negative or positive ideas more contagious?
Should you talk about yourself?
How often should you share content?
What is the best day and time to attract "retweeters"?
What is the best time to blog for your click rate? For comments?
All of the answers to these questions, and many more, are in this book. Each section is short and to the point, no more than four paragraphs and a visual graph of the data that backs it up. This is a book that will pay for itself easily, and the information contained in it is valuable to every business, author, and marketer. Highly Recommended.
The author starts off by building his framework on three points. For your ideas to be more contagious, you must:
1. Increase the number of people exposed to your content.
2. Create more attention-grabbing content.
3. Include powerful calls to action.
Following this, the author provides relevant data to prove his claims. This information is invaluable, and very helpful to anyone who uses social media at all. For instance:
Do you know if it helps or hurts to call yourself a guru (or author, speaker, founder)?
Do larger groups or more active small groups spread ideas faster?
Are negative or positive ideas more contagious?
Should you talk about yourself?
How often should you share content?
What is the best day and time to attract "retweeters"?
What is the best time to blog for your click rate? For comments?
All of the answers to these questions, and many more, are in this book. Each section is short and to the point, no more than four paragraphs and a visual graph of the data that backs it up. This is a book that will pay for itself easily, and the information contained in it is valuable to every business, author, and marketer. Highly Recommended.
14 of 15 people found the following review helpful
Format:Kindle Edition
I read this last night and it's excellent. Full of insightful data that will help you understand and manage your social media activity more effectively.
Instead of the usual 'rainbows and unicorns' myths and untruths that lots of 'social media experts' talk about, Dan Zarrella (Hubspot) has condensed his many years of expertise and data analysis into this highly readable and conversational book which will make you think differently about all you've done (and been told) before.
Includes data on the best days and times to Tweet or update your Blog / Facebook status, why people share things (and what makes them shareable), the most common trigger words that can help build up your 'Followers' / 'Fans' or encourage people to share and Retweet your content. Essential reading.
Instead of the usual 'rainbows and unicorns' myths and untruths that lots of 'social media experts' talk about, Dan Zarrella (Hubspot) has condensed his many years of expertise and data analysis into this highly readable and conversational book which will make you think differently about all you've done (and been told) before.
Includes data on the best days and times to Tweet or update your Blog / Facebook status, why people share things (and what makes them shareable), the most common trigger words that can help build up your 'Followers' / 'Fans' or encourage people to share and Retweet your content. Essential reading.
Most Recent Customer Reviews
3.0 out of 5 stars
Sort of a good book
I got this book when it was available for free, and at that price it was a "great buy". I'm also a bit of a geek regarding the science and psychology of things so from that... Read more
Published 22 days ago by Danny Wall
5.0 out of 5 stars
Your breath of fresh air
How can you get the upper hand in social media? You need to read this book. A breath of fresh air.
Published 2 months ago by BMan
3.0 out of 5 stars
OK
The book provides some useful information but I don't think it's geared toward a social media marketing newbie. Read more
Published 2 months ago by PAUL J MORRISSEY
5.0 out of 5 stars
Thought provoking
This is the stuff of which idea and story are born. I love the way Zarella explains virality and the spread of ideas. It colors my thinking from here on out.
Published 2 months ago by Toby Neal
5.0 out of 5 stars
Awesome
Dan Zarrella is awesome. Thank goodness for Kindle. That way I dont have to hope an item I order from Amazon actually gets delivered.
Published 3 months ago by R. Burns
4.0 out of 5 stars
A Must Read for Social Media!
Another awesome publication form the Domino Project (Seth Godin's partnership with Amazon)
Social Media is thought to be such a new medium, but you'd be wrong. Read more
Social Media is thought to be such a new medium, but you'd be wrong. Read more
Published 3 months ago by Eric B
4.0 out of 5 stars
Interesting but short...
There were a lot of concepts that were very interesting and needed deep thought about the concepts. The book is deceptively short (in a good way), but the ideas are HUGE and... Read more
Published 5 months ago by Louis Porter Jr.
5.0 out of 5 stars
Super helpful data on social media you need!
It's no secret I'm a huge nerd girl about social media as well as Dan Zarrella. I've read his blog for years and am always fascinated by the information he provides. Read more
Published 7 months ago by Rachel Thompson
2.0 out of 5 stars
The Debbie Downer of Viral Marketing
Facts matter. Research matters. Zarrella's book makes the important point that to understand what goes viral and why, we should... look at the facts. Read more
Published 10 months ago by Jason L. Mcdonald
5.0 out of 5 stars
Brilliant
If you are at all interested in maximizing effectiveness of contacts and touches, this is probably the one book you need on your digital shelf. Read more
Published 10 months ago by Steve C.
Book Extras from the Shelfari Community
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More About the Author
Dan Zarrella is a social, search, and viral marketing scientist with a background in web development who combines his programming capabilities with a passion for social marketing to create applications like the social URL shortener Votrs.com, Link Attraction Factors keyword tools, as well as TweetPsych, TwitterBrandSponsors, TweetBacks and TweetSuite.
His Link Attraction Factors report helped readers determine which topics, days, times, and keywords attract links in social media stories for semantic content optimization, while his Viral Content report details the motivations, preferences and habits involved in online content sharing.
Dan has written extensively about the science of viral marketing, memetics and social communications on his own blog and for a variety of popular industry blogs, including Mashable, CopyBlogger, ReadWriteWeb, Plagiarism Today, ProBlogger, Social Desire, CenterNetworks, Nowsourcing, and SEOScoop.
He has been featured in The Twitter Book, The Financial Times, NYPost, The Boston Globe, Forbes, Wired, The Wall Street Journal, Mashable and TechCrunch. He was recently awarded Shorty and Semmy awards for social media & viral marketing.
He has spoken at PubCon, Search Engine Strategies, Convergence '09, 140 The Twitter Conference, WordCamp Mid Atlantic, Social Media Camp, Inbound Marketing Bootcamp, and The Texas Domains and Developers Conference, and he currently works as an inbound marketing manager at HubSpot.
His Link Attraction Factors report helped readers determine which topics, days, times, and keywords attract links in social media stories for semantic content optimization, while his Viral Content report details the motivations, preferences and habits involved in online content sharing.
Dan has written extensively about the science of viral marketing, memetics and social communications on his own blog and for a variety of popular industry blogs, including Mashable, CopyBlogger, ReadWriteWeb, Plagiarism Today, ProBlogger, Social Desire, CenterNetworks, Nowsourcing, and SEOScoop.
He has been featured in The Twitter Book, The Financial Times, NYPost, The Boston Globe, Forbes, Wired, The Wall Street Journal, Mashable and TechCrunch. He was recently awarded Shorty and Semmy awards for social media & viral marketing.
He has spoken at PubCon, Search Engine Strategies, Convergence '09, 140 The Twitter Conference, WordCamp Mid Atlantic, Social Media Camp, Inbound Marketing Bootcamp, and The Texas Domains and Developers Conference, and he currently works as an inbound marketing manager at HubSpot.
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