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

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

by Adam L. Penenberg
     
 

View All Available Formats & Editions

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,

Overview

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

Robert Safian
"Penenberg has unlocked the secret to the most successful digital businesses. An indispensable read."
Douglas Rushkoff
"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."
Jeff Jarvis
"Penenberg discovers the perpetual motion machine for business and marketing. . . . Buy this book. Catch a virus. Make a fortune."
Dan Heath
"If you want to understand all things viral, this is the place to start. Penenberg's reporting gives us a ringside seat to some of the biggest viral success stories in history, from Tupperware to Ning."
Chris Anderson
"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."
Ken Auletta
"Adam Penenberg's lively book opens a window to all of our futures."
Seth Godin
"In tight engaging prode, Penenberg captures the essence of the ever-scaling power of the virus. It's not just for geeks anymore."
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
From the Publisher
"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." —Publishers Weekly Audio Review

Product Details

ISBN-13:
9781401323493
Publisher:
Hachette Books
Publication date:
10/13/2009
Pages:
288
Product dimensions:
6.20(w) x 9.30(h) x 1.10(d)
Age Range:
18 Years

Related Subjects

Videos

What People are saying about this

Dan Heath
"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)
Seth Godin
"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)
Ken Auletta
"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)
Jeff Jarvis
"Penenberg discovers the perpetual motion machine for business and marketing . . . Buy this book. Catch a virus. Make a fortune."
From the Publisher
"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." —-Publishers Weekly Audio Review
Chris Anderson
"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)

Meet the Author

Adam L. Penenberg is a contributing writer for Fast Company and a professor of journalism at New York University. He has written for the New York Times, Slate, Wired and The Economist, among others. A former senior editor at Forbes and reporter for Forbes.com, he garnered national attention in 1998 for unmasking serial fabricator Stephen Glass of The New Republic. Penenberg's story was a watershed for online investigative journalism and is portrayed in the film "Shattered Glass." He is the author of two previous books, Spooked and Tragic Indifference.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >