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.