- Taschenbuch: 288 Seiten
- Verlag: Hodder & Stoughton General Division (19. August 2010)
- Sprache: Englisch
- ISBN-10: 0340918691
- ISBN-13: 978-0340918692
- Größe und/oder Gewicht: 13,4 x 1,9 x 19,7 cm
- Durchschnittliche Kundenbewertung: 2 Kundenrezensionen
- Amazon Bestseller-Rang: Nr. 37.889 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
Viral Loop: The Power of Pass-it-on (Englisch) Taschenbuch – 19. August 2010
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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 * 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 * An intriguing expose of a simple idea worth its weight in gold and then some. * Cairns Post * 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. * 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? * 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 * Adam Penenberg's lively book opens a window to all of our futures. * Ken Auletta, author of Backstory * Penenberg has unlocked the secret to the most successful digital businesses. An indispensable read. * Robert Safian, Editor-in-Chief, Fast Company * 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 * 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 *
Über den Autor und weitere Mitwirkende
A former senior editor at Forbes, Penenberg garnered national attention in 1998 for unmasking serial fabricator Stephen Glass of The New Republic. The story was a watershed for online investigative journalism and is portrayed in the film `Shattered Glass`. He has also written for The New York Times, Fast Company, Slate, Wired and The Economist. Now a journalism professor and assistant director of the Business & Economic Program at New York University.
Derzeit tritt ein Problem beim Filtern der Rezensionen auf. Bitte versuchen Sie es später noch einmal.
Vielleicht irgendwann auf Deutsch erhältlich. Schließt leider Interessierte aus, die Englisch nicht beherrschen.
However, if you are looking for getting ideas on how to outdo your competion or even specifc recipes on how to make your online product viral, the book will not help you!
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The book provides some interesting insight into many of the products and services we know well, such as Netscape and EBay, that have grow from humble beginnings into multi billion dollar businesses. The book does contain examples of how viral growth was seeded by things such as the Hotmail email signature tag.
What the book probably best illustrates is how simple ideas can catch on and grow beyond the wildest dreams of their inventors. All you need is an idea and then some strategy to allow it to be shared. The Internet now makes such a strategy much easier but is does not however guarantee success by any means.
The book is easy to read and is very entertaining. Inside it does contain the reasons why some products go viral but these by by no means can applies to other products. However, the book does demonstrate how very simply ideas, with virtually no formal marketing or advertising can grow astronomically with no investment except for networking people.
This is a near painless view of what's happening all around us old timers in the post 9/11 period of American history. You probably need to do this if you were born in the pre-Korean "conflict" era.
The author, interestingly, starts with Tupperware, a company that has nothing to do with the internet. Tupperware, however, was the first company to use social groups to sell. All pyramid schemes(Amway, Quickstar), operate using the same mechanisms.
Some of the companies covered in the book are: hotmail, flickr, facebook, ebay, myspace, paypal, bebo, netscape, friendster, twitter, more. What's interesting is that all these companies grew virally with no advertising costs(payal was the exception, offering users 10$ to join). Most of them not only grew virally, but could not be displaced by newer companies who had deeper pockets and invested in advertising as well as financial lures. According to the book - once a viral network achieves a viral loop and a point on non displacement it cannot be stopped. That's debatable. Specially considering orkut had a huge user base and was quickly replaced by facebook in almost all countries. Similarly for email, even though yahoo and hotmail had a huge user base, users quickly switched to gmail. Facebook too is now on the email bandwagon. Companies need to stay current and offer fresh services to ensure that users see value.
The way I see it, all these social networks will converge at some point. Or will stay separate but feed into the others' user base ensuring that the overall social ecosystem gets more robust.
There is an interesting formula in the book related to viral co-efficient. Companies would require a viral co-efficient of over 1 to get into viral growth mode.
Viral co-efficient = x*y>1 gives you viral growth
Eg: If you invite 10 friends and 15% join
Viral co-efficient = 10*.15= 1.5 > 1
If you invite 10 friends and 5% join
Viral co-efficient = 10*.05= 0.5 < 1 and this network will not grow virally.
The book is more about history than anything else and doesn't offer any real insight into the future or even the present (considering the book was written in 2009 when facebook was at 200 mill versus 500 mill today). That is a big failing since in terms of insights the book has nothing to offer. The stories keep you hooked and its fascinating to rewind to how some of today's titans started. And that by itself is a really good reason to read this book.