Zarrella's Hierarchy of Contagiousness: he Science, Design, and Engineering of Contagious Ideas Kindle Edition
Kindle Feature Spotlight
|Length: 80 pages||Word Wise: Enabled||Enhanced Typesetting: Enabled|
|Page Flip: Enabled||
Matchbook Price: $2.99
For thousands of qualifying books, your past, present, and future print-edition purchases now lets you buy the Kindle edition for $2.99 or less. (Textbooks available for $9.99 or less.)
Try Kindle Countdown Deals
Explore limited-time discounted eBooks. Learn more.
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Would you like to tell us about a lower price?
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
Quickly tiresome is combative language describing all the bad guys out there. A little goes a long way, and I appreciate that yes, there are too many of them. But the negativity is so pervasive it feels immature - after several times of these descriptions and many more to come, it becomes the feeling you get when somebody insecure it putting down others so male themselves seem smarter. Ugh.
Many of the paragraphs simply didn't flow together; like a collection of thoughts strung together to sound really intelligent but actually isn't anything more than veneer.
Yet as I read the book I maintained hope of a silver lining because after all, it's the "science", design and engineering (power word, show me more) of contagious ideas. All the right words, bravo. I see the book focuses on 3 sections: Exposure, Attention, and Motivation and am excited about some solid, sink my teeth in strategies that I can follow. Nothing of the sort was in this book.
Why are there no solid, sink-your-teeth in strategies and what is there instead? The book was simply a collection of "scientific" "studies" that mostly the author conducted, loosely grouped into a few categories. I know science. The "science" in this book is simply unprofessional, flimsy and undocumented and frankly unworthy of my time (large data sets do not mean the research is superb), despite the author's emphasis of the scientific method. If I can't trust the methodology it all becomes a blur of page after page after page of charts with explanations and antedotes that I shrug at - maybe it's true, maybe it's useful, perhaps not. Starting with criticisms of charlatans, and then providing nothing academic of his own, I found it all ironic.
The final let-down was at the end: "Measure your ROI" - naturally I think "great, show me HOW to measure ROI." Nope. This section is only telling me to DO measure my ROI. Well, duh. Hi freshman year of business college. In about a page of blathering about how you really should do it, the only thing that comes close to telling me HOW to do this is "Getting simple referral reports from a free analytics provider is a great first step". That's it. Wow. And then the next section whisks away to "Once you're actually measuring how much money social media activity is making you..."
Helpful items were some of the "studies" that were relevant to me such as retweetable words, best times of day to email and so on, assuming they are correct.
I don't mean to be overly harsh. I am confident the author knows a great deal about the subject more than me, and that I would learn a lot on his blog (in fact, I think the author could have fleshed out a full, useful book from this but simply wanted to make a quick buck - it's a bit shameful according to my worldview and I think it cheapens a person's brand.) This book simply wasn't it, and I am sad that I wasted my money on it. It did not live up to its title one bit.
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 book is very small and very short. Much of it was previously posted on Dan's web site. However a small book-shaped package is a convenient format. Dan says the bunnies on the front represent rapidly-reproducing ideas.
Dan uses memetics, cites Richard Dawkins and says:
"Our world is made of memes. If you've ever seen the matrix movies, You'll remember their world was composed entirely of computer code. Everything people interacted with was built from computerized instructions. Similarly, our world is made of contagious ideas. Everything made by huamns - from the chair you're sitting on, to the book you're reading - exists only because someone had the idea to invent it and that idea caught on, spreading from person to person."
It's a memorable image: our world is indeed made of memes.
The book is full of social media marketing tips of the type Dan posts on his blog. It's full of graphs and charts telling you what and when to tweet for the best results.
There was one bit of the book which I really didn't like - where Dan defined a measure of the rate of increase of memetic infections per generation, claimed that trying for an explosive epidemic was unrealistic and then recommended using big seeds.
Dan doesn't seem to think small seeds are effective. It is true that you should spend some of your marketing budget on seeding your idea. However making your idea spreadable is really very important. Dan says that when you do get a viral idea, it's just a fluke, and you shouldn't build your marketing strategy on luck. But relying on big seeds is not really correct advice in general. Pop songs may not reach every single member of the population before dying away, but they do reach many millions and that's good enough for their composers.
Some do have to rely on big seeds, since they have content that requires it - but most should try and use highly-contagious memes in their marketing, for best effect.
Dan advocates a science of marketing. However, few marketers do very much science, since they often don't want to publish their raw data, and they often don't trust what other marketers say. It's probably more realistic to advise marketers to cherry pick the best bits from the scientific method - such as iterating the process of performing experiments, measuring their outcomes and making changes. Maybe it's best to regard marketing as a technology - rather than a science.
The book is pretty neat. It is short, readable and fun. Most readers will probably be hungry for more details, but at least this is a start.
Most recent customer reviews
You should get this wonderful book please get this book and review bye and get it