The document discusses six key factors (STEPPS) that drive word-of-mouth and make communications more effective: social currency, triggers, emotion, public, practical value, and stories. It provides examples of how to apply each factor and encourages finding your brand's "kernel" to craft contagious messages. The overall message is that understanding customer behavior and applying the STEPPS framework can help brands better engage audiences and increase sales through word-of-mouth recommendations.
33. 4 Key Questions
Who do we want to be triggered?
When do we want them to think of us?
What is around them at that time?
How can we link to that thing?
34. Live the healthy way, eat 5 fruits and
veggies a day
Each and every dining hall tray,
needs 5 fruits and veggies a day