Viral Loop: From Facebook to Twitter, How Today's Smartest Businesses Grow Themselves

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More About This Book

Overview

"Adam Penenberg's lively book opens a window to all of our futures..."
—Ken Auletta, author of Googled: The End of the World as We Know It

"If you want to understand all things viral, this is the place to start. Penenberg's reporting gives us a ringside seat for some of the biggest viral success stories in history, from Tupperware to Ning."
—Dan Heath, co-author of Made to Stick: Why Some Ideas Survive and Others Die?

"One of the most astounding things about the Web age is how the best advertising is often no advertising at all. Penenberg masterfully explains how this works with case studies of products that were designed to spread. Every product can use a dose of this technique; this is the book to get to learn how."
—Chris Anderson, author of Free: The Future of a Radical Price

"In tight, engaging prose, Adam captures the essence of the ever-scaling power of the virus. It's not just for geeks anymore."

—Seth Godin, author of Tribes

"Penenberg discovers the perpetual motion machine for business and marketing... Buy this book. Catch a virus. Make a fortune."
—Jeff Jarvis

"Penenberg has unlocked the secret to the most successful digital businesses. An indispensable read."
—Robert Safian, Editor-in-Chief, Fast Company

"Instead of entrusting your business to a guru with an agenda and a ghostwriter, you should be turning to a pro journalist like Adam Penenberg, who understands the way media and money interact, has the critical faculty to engage with these phenomena in an unbiased fashion, and the technical facility to explain them to you in an entirely engaging, informative, and actionable way."
—Douglas Rushkoff, author of Media Virus and Life Inc: How the world became a corporation and how to take it back.

Here's something you may not know about today's Internet. Simply by designing your product the right way, you can build a flourishing business from scratch. No advertising or marketing budget, no need for a sales force, and venture capitalists will flock to throw money at you.

Many of the most successful Web 2.0 companies, including MySpace, YouTube, eBay, and rising stars like Twitter and Flickr, are prime examples of what journalist Adam L. Penenberg calls a "viral loop"—to use it, you have to spread it. After all, what's the sense of being on Facebook if none of your friends are The result: Never before has there been the potential to create wealth this fast, on this scale, and starting with so little.

In this game-changing must-read, Penenberg tells the fascinating story of the entrepreneurs who first harnessed the unprecedented potential of viral loops to create the successful online businesses—some worth billions of dollars—that we have all grown to rely on. The trick is that they created something people really want, so much so that their customers happily spread the word about their product for them.

All kinds of businesses—from the smallest start-ups to nonprofit organizations to the biggest multinational corporations—can use the paradigm-busting power of viral loops to enable their business through technology. Viral Loop is a must-read for any entrepreneur or business interested in uncorking viral loops to benefit their bottom line.

Editorial Reviews

Publishers Weekly
Allen's powerful voice and thoughtful vocals are the perfect medium to relay Penenberg's pronouncements about how such Web 2.0 businesses as Facebook, YouTube, Twitter, and Flickr are reconfiguring marketing models and the road to wealth—and how the mechanisms driving the growth of user-driven technologies are nothing new (remember Tupperware parties?). It's a snappy, topical read made even more memorable by Allen's performance: his vocal range is wide, but he wisely scales back his intensity to command our attention with his sheer charisma. A Hyperion hardcover (Reviews, Oct. 26). (Nov.)
Library Journal
Penenberg (journalism, New York Univ.) explores the "viral expansion loop" phenomenon, which simply means that growth is self-perpetuating as "each new user begets more users." He divides the book into three sections covering viral businesses, marketing, and networks. First, he examines the history of viral organizations ranging from Tupperware and Ponzi schemes to early online adopters Mosaic and Netscape. In the section on viral marketing, he illustrates how entities like Hotmail successfully combine word-of-mouth with "word-of-mouse" strategies. The notion of viral synergy is discussed in the third section as Penenberg describes how companies build or stack upon one another (e.g., eBay and PayPal). Throughout, Penenberg provides insight into the entrepreneurial minds behind the most successful and most disastrous corporate viral attempts. Financial concerns as well as technical issues of scalability are realistically addressed. VERDICT Of use to those interested in starting or enhancing a business, this will also appeal to anyone curious about the legendary rise and rebirth of Silicon Valley.—Judy Brink-Drescher, Molloy Coll., Rockville Ctr., NY

Product Details

  • ISBN-13: 9781401323493
  • Publisher: Hyperion
  • Publication date: 10/13/2009
  • Pages: 288
  • Sales rank: 424,839
  • Product dimensions: 6.20 (w) x 9.30 (h) x 1.10 (d)

Meet the Author

Richard Allen is professor and chair of cinema studies at New York University. He is the author of numerous essays on Hitchcock, coeditor of two anthologies, "Alfred Hitchcock: Centenary Essays" and "Hitchcock: Past and Future," and with Sidney Gottlieb he edits the "Hitchcock Annual" for Wallflower Press.

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Sort by: Showing all of 5 Customer Reviews

  • Posted January 10, 2010

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    I Also Recommend:

    9781401323042 9781416576730

    An Amazing and fascinating Book

    Penenberg's book effectively pulls together an examination of a characteristic of the Internet he terms a "viral loop." Up to this point, I am not sure I completely understood why some Internet sites such as Ning, MySpace, and Facebook have enjoyed the success they have had. Penenberg's book helps to make that path to success more clear: these businesses have taken advantage of what he calls "viral expansion loops." In other words, they have used the proclivity of Internet users to share links and information about web sites that offer services they like to grow an online business with many users. I am not a business leader or entrepreneur, but an educator and school administrator, and I found this book so interesting I could hardly put it down. With many stories and examples, Penenberg describes the viral nature of the Internet in a way that is both engaging and thoughtful. I would recommend this book to anyone who seeks to better understand the web, not only from a business perspective, but also from a user and consumer perspective.

    1 out of 1 people found this review helpful.

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  • Posted December 5, 2009

    Great subject, amazingly complete, could not put it down.

    See my headline; this book proved to be fascinating; Penenberg knows how to write a compelling story. While thinking I knew the subject matter well, Penenberg provided information, and ways of looking at the subject (and the entire change in communications of our world!) in a different, fresh light. I've been sharing this book with friends, and can't wait to see what he writes next.

    1 out of 1 people found this review helpful.

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  • Posted December 27, 2009

    more from this reviewer

    Viral Loop: Great Insight & Stories

    I purchased the Viral Loop after hearing about it in INC. Magazine and Fast Company.

    I've always been intrigued by web-based companies and where they got their start and the stories used by Adam Penenberg were very relevant and served as good, concrete examples.

    It's an easy-to-read book and tough to put down.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Anonymous

    Posted March 12, 2010

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    Posted December 2, 2009

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