Viral Loop: The Power of Pass-It-On and How it Unleashes Exponential Business Growth: Amazon.de: Adam L. Penenberg: Englische Bücher

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"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. Recommended!" -- Chris Anderson, bestselling author of The Long Tail and Free "In tight, engaging prose, Adam captures the essence of the ever-scaling power of the virus. It's not just for geeks any more." -- Seth Godin, author of Tribes "Penenberg has unlocked the secret to the most successful digital businesses. An indispensable read." -- Robert Safian, Editor-in-Chief, Fast Company "Adam Penenberg's lively book opens a window to all of our futures." -- Ken Auletta, author of Backstory "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 "Penenberg discovers the perpetual motion machine for business and marketing... Buy this book. Catch a virus. Make a fortune." -- Jeff Jarvis, author of What Would Google Do? "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. 'An intriguing expose of a simple idea worth its weight in gold and then some.' -- Cairns Post 'Word of mouth is nothing new in terms of marketing a product... This is "the power of pass-it-on", according to Penenberg, who looks at how an old idea has been made new again by the likes of Facebook, MySpace and Hot or Not... Penenberg writes accessibly about this "paradigm-busting phenomenon" and makes it all sound so simple.' -- The Sunday Mail Brisbane, and The Sunday Telegraph 'Viral Loop tidily presents a history of viral case studies from analog to digital...This history of social networking benefits from in-depth first-person research.' -- Courier Mail 'Penenberg writes accessibly about this paradigm-busting phenomenon and makes it all sound so simple.' -- Sunday Territorian

Kurzbeschreibung

Here's how it works: you read a book you enjoy and you tell a friend. That friend tells another friend, the next friend tells the next, and so on and so forth, until the book becomes that year's word-of-mouth bestseller. That first recommendation gives birth to many. Simple. The concept of pass-it-on is not so new and not so revolutionary -- think Tupperware parties -- that is, until forward-thinking Web companies got hold of it and created their own, mightily efficient, money-spinning model known as the Viral Loop: the ability to grow a company exponentially because the customers themselves spread it. Super simple. Outfits such as Google, eBay, Flickr and Facebook all employ the model at the core of their business; all have seen their stock valuations skyrocket within years of forming. The genius lies in the model's reliance on replication: what's the point of using Facebook if none of your friends can see your profile, or using Flickr if you can't share your photos? Where's the joy in posting a video on YouTube if no one watches it? Thus, in creating a viral product that people want, need and desire, growth can, and will, take care of itself. Business has never been so straightforward, or so it would seem...In this ground-breaking work, the first to analyze this paradigm-busting phenomenon, we are introduced to the architects of the Viral Loop and the companies which profit from its mechanics. Insightful, timely and revelatory, it will reveal the secrets behind the most successful businesses in recent history, and will explain how the Loop will catch you up, sooner rather than later.

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11 von 12 Kunden fanden die folgende Rezension hilfreich

a powerful lesson for anyone working in the digital space 27. Oktober 2009

Von Michael Gluckstadt - Ver�ffentlicht auf Amazon.com

Format:Gebundene Ausgabe

Penenberg deftly explores the viral growth of businesses through a few historical stages. Tupperware is a good early example, but the book really takes off when he delves into the dawn of the web, a period the author has a tremendous grasp on. He knows this history and the people who shaped it as well as anyone, and brings to it a shrewd analysis that carries through to the more current examples. Unlike too many other books in the category, it is extremely well-reported.

For someone who grew up alongside the Internet, reading the book gave me a richer understanding of the developments that brought us to the current stage. It's impossible not to notice that without a Web there is no Mosaic there is no Netscape there is no IE there is no Google there is no Myspace, Flickr, Facebook, Twitter, there is no whatever's next. Every one of those businesses grew in a strikingly similar way. Which means that the next ones will as well; a powerful lesson for anyone working in the digital space.

Viral Loop is a rare business/tech book that looks back lucidly at the past, is astonishingly relevant to what is happening TODAY, and won't seem the least bit dated in the coming years--if anything, I bet it'll seem prescient.

21 von 26 Kunden fanden die folgende Rezension hilfreich

NO Insight...reads like business section of National Enquirer 5. Mai 2010

Von S. Y. KWON - Ver�ffentlicht auf Amazon.com

Format:Gebundene Ausgabe|Von Amazon best�tigter Kauf

I'm an Internet entrepreneur and very keen to learn new insight into viral marketing. In short, I was very disappointed with this book. Contrary to the title of the book, this book offers NO insight what so ever on viral marketing. It offers neither an anchoring framework as in "The Long Tail" by Chris Anderson nor witty / penetrating analysis as in most articles in The Economist.

Without all the gossipy & anecdotal stories, this books will be 30 pages at max. Examples given (Hotmail, Ning) are so over done in terms of unnecessary contextual details (e.g. Ning's founder once dating Marc Andreassen, TMI on Hotmail and Microsoft negotiation) that I felt like reading a newly created business section from National Enquirer.

I still managed to read 2/3 of the book hoping for some insight and found none. If the book was titled "Viral Marketing Success Stories: Hidden Factoids", I would not have been disappointed but probably never bought it either.

3 von 3 Kunden fanden die folgende Rezension hilfreich

Who said business books have to be boring? 23. Oktober 2009

Von IPJ - Ver�ffentlicht auf Amazon.com

As a marketing director who has been challenged to grow my business rapidly -- and in new distribution channels -- I found this book to be an excellent resource. Penenberg writes about some of the most spectacular success stories in business history, all of which grew incredibly fast by incorporating what he calls a "viral loop." As he puts it, companies such as Skype, Facebook, PayPal, and eBay, grew because their users spread their product for them -- with no need for a marketing budget!

But this book it's not just a bunch of boring case studies. Penenberg tells GREAT stories. Even if you aren't interested in marketing or business I bet you'd like this book. Viral Loop is challenging--it's not dumbed down by any means--yet it's really fun; it's informative but also entertaining. I defy you to read the prologue with the founders of HotorNot and not laugh out loud in spots. Who said business books have to be drab and
boring?

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Viral Loop: The Power of Pass-It-On and How it Unleashes Exponential Business Growth [Englisch] [Taschenbuch]

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