From 8a3b71b31939fda0b91381073839efa0790fc42f Mon Sep 17 00:00:00 2001 From: Zhongwei Li Date: Sun, 30 Nov 2025 08:30:36 +0800 Subject: [PATCH] Initial commit --- .claude-plugin/plugin.json | 12 ++ README.md | 3 + plugin.lock.json | 45 ++++ skills/contagious-stepps/SKILL.md | 327 ++++++++++++++++++++++++++++++ 4 files changed, 387 insertions(+) create mode 100644 .claude-plugin/plugin.json create mode 100644 README.md create mode 100644 plugin.lock.json create mode 100644 skills/contagious-stepps/SKILL.md diff --git a/.claude-plugin/plugin.json b/.claude-plugin/plugin.json new file mode 100644 index 0000000..9607173 --- /dev/null +++ b/.claude-plugin/plugin.json @@ -0,0 +1,12 @@ +{ + "name": "contagious-stepps", + "description": "Jonah Berger's STEPPS framework for analyzing and enhancing viral potential of products, ideas, and campaigns", + "version": "1.0.0", + "author": { + "name": "Kasper Junge", + "url": "https://github.com/kasperjunge" + }, + "skills": [ + "./skills" + ] +} \ No newline at end of file diff --git a/README.md b/README.md new file mode 100644 index 0000000..1dd7c08 --- /dev/null +++ b/README.md @@ -0,0 +1,3 @@ +# contagious-stepps + +Jonah Berger's STEPPS framework for analyzing and enhancing viral potential of products, ideas, and campaigns diff --git a/plugin.lock.json b/plugin.lock.json new file mode 100644 index 0000000..4651929 --- /dev/null +++ b/plugin.lock.json @@ -0,0 +1,45 @@ +{ + "$schema": "internal://schemas/plugin.lock.v1.json", + "pluginId": "gh:kasperjunge/30-minute-vibe-coding-challenge:plugins/contagious-stepps", + "normalized": { + "repo": null, + "ref": "refs/tags/v20251128.0", + "commit": "8ff2d50eb0d1d970143165e41739b20d9fe55a1d", + "treeHash": "eb0c7366d710e31ff9125973611436ddbf6ab155e69cc606f2c686582849fc9f", + "generatedAt": "2025-11-28T10:19:25.818756Z", + "toolVersion": "publish_plugins.py@0.2.0" + }, + "origin": { + "remote": "git@github.com:zhongweili/42plugin-data.git", + "branch": "master", + "commit": "aa1497ed0949fd50e99e70d6324a29c5b34f9390", + "repoRoot": "/Users/zhongweili/projects/openmind/42plugin-data" + }, + "manifest": { + "name": "contagious-stepps", + "description": "Jonah Berger's STEPPS framework for analyzing and enhancing viral potential of products, ideas, and campaigns", + "version": "1.0.0" + }, + "content": { + "files": [ + { + "path": "README.md", + "sha256": "db98eb55acfb477afac7828068f26a853f9173c3f1aaffebe9edc0f5f1620b3c" + }, + { + "path": ".claude-plugin/plugin.json", + "sha256": "ed51e583f7f1c7a336a2d0ccb4fdfd117e06563ee5068998ffe9c59de90654b5" + }, + { + "path": "skills/contagious-stepps/SKILL.md", + "sha256": "81087d17c19f9ad03af72c2657f512d34cef652c4fb95aa0190283218a6947d9" + } + ], + "dirSha256": "eb0c7366d710e31ff9125973611436ddbf6ab155e69cc606f2c686582849fc9f" + }, + "security": { + "scannedAt": null, + "scannerVersion": null, + "flags": [] + } +} \ No newline at end of file diff --git a/skills/contagious-stepps/SKILL.md b/skills/contagious-stepps/SKILL.md new file mode 100644 index 0000000..047559b --- /dev/null +++ b/skills/contagious-stepps/SKILL.md @@ -0,0 +1,327 @@ +--- +name: contagious-stepps +description: Guide for analyzing and enhancing viral potential using Jonah Berger's STEPPS framework (Social Currency, Triggers, Emotion, Public, Practical Value, Stories). Use when discussing word-of-mouth marketing, viral campaigns, content strategy, product launches, or behavior change initiatives. Use for queries about making products/ideas/behaviors more shareable, increasing organic growth, or analyzing why something went viral. +--- + +# Contagious STEPPS Framework - Viral Marketing Agent Skill + +## Purpose +This agent skill helps users analyze and enhance the viral potential of their products, ideas, or behaviors using Jonah Berger's STEPPS framework from "Contagious: Why Things Catch On." + +## When to Use This Skill +- User wants to increase word of mouth for a product, service, or idea +- User is launching a marketing campaign and wants to maximize organic sharing +- User needs to make a behavior change initiative more contagious +- User wants to analyze why something did or didn't go viral +- User is brainstorming ways to make content more shareable + +## Core Framework: STEPPS + +### 1. Social Currency +**Principle:** People share things that make them look good, knowledgeable, or "in-the-know." + +**Analysis Questions:** +- Does sharing this make people look smart, cool, or well-informed? +- Is there insider knowledge or exclusivity involved? +- Does it signal status or good taste? +- Can people use it to appear helpful or caring? + +**Enhancement Strategies:** +- Create insider information or exclusive access +- Develop remarkable/surprising elements worth talking about +- Enable people to showcase achievements +- Build game mechanics (leaderboards, achievements, levels) +- Create scarcity or exclusivity +- Make people feel like insiders + +**Examples:** +- PDT speakeasy bar (hidden entrance creates insider status) +- Wordle's spoiler-free sharing format +- Tesla Cybertruck's distinctive design + +### 2. Triggers +**Principle:** Ideas that are "top of mind" are "tip of tongue." Frequent environmental cues prompt discussion. + +**Analysis Questions:** +- What daily/weekly situations remind people of this? +- What existing habits can this be linked to? +- Are there natural environmental cues? +- Is the trigger frequent enough? +- Is the association strong and clear? + +**Enhancement Strategies:** +- Link to frequent behaviors (coffee, commutes, meals) +- Associate with specific times (days of week, times of day) +- Connect to common situations or contexts +- Use memorable slogans that create associations +- Leverage seasonal or recurring events +- Create habitat-specific triggers + +**Examples:** +- Kit Kat + coffee breaks +- Taco Tuesday +- Spotify Wrapped every December + +### 3. Emotion +**Principle:** High-arousal emotions (positive or negative) drive sharing more than low-arousal ones. + +**High-Arousal Emotions (Share More):** +- Positive: Awe, excitement, humor, inspiration +- Negative: Anger, anxiety, worry + +**Low-Arousal Emotions (Share Less):** +- Positive: Contentment, satisfaction +- Negative: Sadness + +**Analysis Questions:** +- What emotions does this evoke? +- Are those emotions high-arousal or low-arousal? +- Does it fire people up or calm them down? +- Is there an emotional story or hook? + +**Enhancement Strategies:** +- Add surprise or unexpected elements +- Create awe-inspiring experiences +- Use humor strategically +- Highlight injustice or problems (anger) +- Show inspiring transformations +- Demonstrate urgency or stakes +- Avoid making people too sad or content + +**Examples:** +- Dove Real Beauty (inspiration/empowerment) +- Old Spice absurdist humor (surprise/amusement) +- Climate change wildlife stories (anxiety/anger) + +### 4. Public +**Principle:** "Built to show, built to grow." Observable things get imitated. + +**Analysis Questions:** +- Can people see others using/doing this? +- Does it leave visible traces after use? +- Is participation observable? +- Does it advertise itself? + +**Enhancement Strategies:** +- Make the private public +- Create behavioral residue (logos, badges, stickers) +- Design for visibility (distinctive appearance) +- Enable public sharing/participation +- Use social proof indicators +- Create visible community markers +- Design packaging/products to be seen + +**Examples:** +- Apple's white headphones +- Stanley tumblers in distinctive colors +- Ice Bucket Challenge videos +- Movember mustaches + +### 5. Practical Value +**Principle:** Useful information that helps others gets shared readily. + +**Analysis Questions:** +- Does this save people time, money, or effort? +- Does it solve a real problem? +- Is it immediately actionable? +- Would people want to help others by sharing this? + +**Enhancement Strategies:** +- Highlight incredible value/savings +- Make information easily digestible +- Provide actionable how-to content +- Frame as helping others +- Use specific numbers/data +- Create useful tools or resources +- Package information for easy sharing +- Target the right audience with relevant value + +**Examples:** +- ChatGPT practical use cases +- 50/30/20 budgeting rule +- Air fryer recipe tips +- Vaccine appointment availability + +### 6. Stories +**Principle:** Information travels under the guise of idle chatter. The message must be integral to the narrative. + +**Analysis Questions:** +- Is there a compelling story to tell? +- Is your message woven into the story (Trojan Horse)? +- Would people retell this story naturally? +- Does the story work without your message? +- Is the narrative emotionally engaging? + +**Enhancement Strategies:** +- Create a narrative arc with conflict/resolution +- Make your product/idea the hero or essential element +- Use real customer stories and testimonials +- Develop origin stories or founding myths +- Create characters people can relate to +- Ensure the message is inseparable from story +- Make stories easy to retell + +**Examples:** +- Blendtec "Will It Blend?" videos +- Airbnb "Belong Anywhere" human connection stories +- Patagonia "Don't Buy This Jacket" environmental story + +## Agent Interaction Protocol + +### Step 1: Discovery +Ask the user: +1. What are you trying to make more contagious? (Product/Idea/Behavior) +2. Who is your target audience? +3. What is your current approach or situation? +4. What has worked or not worked so far? + +### Step 2: STEPPS Analysis +Systematically analyze the user's offering against each STEPPS principle: +- Rate each principle (Strong/Medium/Weak/Missing) +- Identify specific gaps and opportunities +- Note which principles are naturally strong +- Highlight low-hanging fruit + +### Step 3: Ideation +For each weak or missing principle: +- Generate 3-5 specific enhancement ideas +- Explain how each idea leverages the principle +- Consider feasibility and fit with brand/message +- Look for ways to combine multiple principles + +### Step 4: Prioritization +Help user prioritize initiatives based on: +- Impact potential (how much it could help) +- Ease of implementation +- Fit with existing strategy +- Resource requirements +- Synergies between principles + +### Step 5: Action Plan +Create concrete next steps: +- Specific tactics to implement +- Quick wins vs. long-term initiatives +- Success metrics to track +- Testing and iteration approach + +## Example Interaction Flow + +**User:** "I'm launching a meal prep delivery service focused on busy professionals. How can I make it more viral?" + +**Agent Response:** + +"Let me help you analyze your meal prep service through the STEPPS framework. First, let me ask a few questions: + +1. What makes your meal prep service unique compared to competitors? +2. Who specifically is your target audience beyond 'busy professionals'? +3. What's your current marketing approach? +4. Have you tried anything that's gotten people talking? + +Based on your meal prep service for busy professionals, here's my initial STEPPS analysis: + +**Social Currency (WEAK):** +Currently: Meal prep is practical but doesn't inherently make people look good +Opportunity: Create elements that signal health-consciousness, success, or insider knowledge + +**Triggers (MEDIUM):** +Currently: Hunger and meal times are natural triggers +Opportunity: Link to specific work situations (Sunday prep, Monday motivation, Wednesday hump day) + +**Emotion (WEAK):** +Currently: Satisfaction from convenience (low-arousal) +Opportunity: Add inspiring transformation stories or anxiety-reducing benefits + +**Public (WEAK):** +Currently: Most meal prep happens at home (private) +Opportunity: Create distinctive packaging visible in offices, Instagram-worthy presentations + +**Practical Value (STRONG):** +Currently: Clear time-saving benefit for busy professionals +Enhancement: Quantify time/money savings, share meal prep tips + +**Stories (MEDIUM):** +Currently: Generic convenience narrative +Opportunity: Share customer transformation stories where meal prep was pivotal + +Would you like me to develop specific enhancement strategies for the weaker principles?" + +## Enhancement Idea Templates + +### For Social Currency: +- "Create a VIP tier that gives early access to new menu items" +- "Develop a referral program where people earn 'insider' status" +- "Share nutrition/health data that makes customers look knowledgeable" +- "Create achievement badges for streak completion" + +### For Triggers: +- "Associate with 'Sunday Reset' routine for weekly planning" +- "Link to 'Fuel Friday' as end-of-week energy boost" +- "Partner with workplace coffee stations for visibility" +- "Create 'Meal Prep Monday' social media trend" + +### For Emotion: +- "Share dramatic before/after energy level stories" +- "Highlight the frustration of meal planning (then solve it)" +- "Create awe-inspiring food photography" +- "Use humor around office lunch struggles" + +### For Public: +- "Design distinctive branded containers visible in offices" +- "Create Instagram-worthy plating and presentations" +- "Offer branded reusable bags/accessories" +- "Develop a hashtag challenge for meal photos" + +### For Practical Value: +- "Calculate exact time saved per week (e.g., '4.5 hours back')" +- "Share free meal planning tips and recipes" +- "Create a cost comparison calculator" +- "Offer nutrition education content" + +### For Stories: +- "Feature customer who achieved career goal thanks to time saved" +- "Tell founder's story of burnout and transformation" +- "Create mini-documentaries about busy professionals' lives" +- "Share stories where meal prep enabled other achievements" + +## Best Practices + +1. **Combine Principles:** The most contagious initiatives use multiple STEPPS elements +2. **Start with Strengths:** Build on what's naturally strong about your offering +3. **Test and Iterate:** Try ideas, measure results, refine approach +4. **Stay Authentic:** Don't force elements that don't fit your brand +5. **Think Long-term:** Build sustainable word-of-mouth, not just viral moments +6. **Consider Context:** Different audiences and contexts respond to different principles +7. **Make it Easy:** Reduce friction for sharing and participation + +## Common Pitfalls to Avoid + +- Focusing only on practical value (low emotional engagement) +- Creating great stories where the product isn't integral +- Expecting virality from low-arousal emotions (sadness, contentment) +- Making things private when they should be public +- Weak triggers that don't occur frequently enough +- Social currency that feels forced or inauthentic + +## Success Metrics + +Track these indicators: +- Word-of-mouth mentions and social shares +- Referral rates and organic growth +- Content engagement (likes, comments, shares) +- Earned media coverage +- Search volume and branded search growth +- Customer testimonials and stories +- Repeat sharing behavior + +## Usage Notes for Claude + +When a user asks for help making something more contagious or viral: +1. Start with discovery questions +2. Conduct systematic STEPPS analysis +3. Generate specific, actionable enhancement ideas +4. Prioritize based on impact and feasibility +5. Create a concrete action plan +6. Offer to dive deeper into any specific principle +7. Suggest ways to test and measure results + +Remember: Not every principle applies to every situation. Focus on the 2-3 principles that offer the most potential for the specific context. \ No newline at end of file