4 July
2014
Contagious!
Why and how social media
communication generates
viral-like business developments
9:30
Registration
10:00
Welcome Speech
Giovanni Lo Storto, General Manager of LUISS
Guido Carli University
Paolo Boccardelli, Dean of LUISS School of
Business and Management
10:15
“Contagious! Why and How Social
Communication Generates Viral-like Business
Developments,” Jonah Berger, Associate
Professor of Marketing, The Wharton School
of the University of Pennsylvania
11:15
Panel discussion on Contagious Companies’
Business Experiences
Panelist
Maximo Ibarra, Wind CEO
Marco Massarotto, Dnsee Partner
Matteo Hertel, Zoorate CEO
Jonah Berger, The Wharton School of the
University of Pennsylvania
Moderator
Michele Costabile, Professor of Marketing,
LUISS School of Business and Management
12:30
Take Home Value Session, Jonah Berger &
Michele Costabile.
GUEST SPEAKER
Jonah Berger, The Wharton School
of the University of Pennsylvania
Whether you are a manager at a
big company, a small business
owner trying to boost awareness,
a politician running for office, or
a health official trying to get the
word out, Contagious will show you how to make your
product or idea catch on.
LUISS School of Business and Management
Aula Magna – Viale Pola, 12, Rome
Panel discussants are top executives of a very
eterogeneous set of companies, all sharing cutting-edge
experiences in digital and social communication management.
The proliferation of digital
and social media has
strongly contributed to the
emergence of the so-called
social epidemics, whereby some
products, ideas and behaviors
start with a small set of individuals or
organizations and spread, from
People do not
person to person, almost like
a virus. But why are certain
stories more contagious? Certain rumors
more infectious? Some online content goes
viral while other content never gets passed on.
Some products get a good deal of buzz, while
others go almost unmentioned. Contagious!
Why and How Social Communication
Generates Viral-like Business Developments
will help shed light on these issues, bringing
together scientific knowledge and managerial
practice.
The guest speaker is Jonah Berger
from the Wharton School of the
University of Pennsylvania.
Professor Berger has spent
the last decade studying
what drives people to be
more likely to share some
types of content than
others. He is the author of
the New York Times bestseller
Contagious: Why things catch on, that
combines groundbreaking research with
powerful stories.
listen to advertising, they listen to their peers!
Sharing information, ideas and opinions is one of the
most pervasive phenomena in today’s society. Information
transmitted socially is by far the most influential
Communication tool. Think about information on
products and brands. Across USA and Europe, almost 5 billion
conversations about brands occur every day. Up to 70% of purchasing
decisions are significantly influenced by word-of-mouth.
The event will be hosted by LUISS University and organized
by the LUISS School of Business and Management (LSBM). LUISS
University faculty members have been heavily investing research
efforts in better understanding the social transmission of information.