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Viral Loop de Adam Penenberg

Viral Loop

Autor Adam Penenberg
en Limba Engleză Paperback – 19 aug 2010

Urgența înțelegerii mecanismelor de creștere nu a fost niciodată mai mare: într-o economie digitală saturată, produsul tău ori se propagă singur, ori riscă să dispară în anonimat. Subliniem că Viral Loop nu este o simplă carte de marketing, ci o radiografie a arhitecturii de business care a permis unor giganți precum Facebook sau YouTube să atingă scări globale fără bugete publicitare tradiționale. Reținem premisa centrală a lui Adam Penenberg: valoarea unui serviciu crește exponențial cu fiecare utilizator nou care, prin simplul act de a folosi produsul, îl distribuie mai departe.

Abordarea diferă de Web 2.0: A Strategy Guide prin faptul că este mai puțin abstractă și mult mai aplicabilă, concentrându-se pe mecanismul tehnic al replicării, nu doar pe strategia generală de prezență online. În timp ce Hacking Growth de Morgan Brown se axează pe procese de testare continuă, Viral Loop oferă contextul istoric și structural, explicând de ce anumite platforme sunt 'virale prin design'. Recomandăm această lectură pentru modul în care decodifică 'bucla virală' — acel cerc virtuos unde utilitatea produsului este intrinsec legată de partajarea lui.

Față de lucrarea sa anterioară, Spooked, unde Adam Penenberg explora spionajul corporativ și vulnerabilitățile competitive, aici autorul trece de la defensivă la ofensivă. El nu ne mai arată cum se protejează secretele, ci cum se construiesc sisteme atât de deschise și conectate încât devin de neoprit. Este o analiză tăioasă, scrisă cu rigoarea unui jurnalist de investigație care a demascat fraude editoriale celebre, aplicată acum pe cel mai profitabil fenomen al secolului XXI.

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Specificații

ISBN-13: 9780340918692
ISBN-10: 0340918691
Pagini: 288
Ilustrații: None
Dimensiuni: 128 x 198 x 20 mm
Greutate: 0.23 kg
Editura: Hodder & Stoughton
Colecția Sceptre
Locul publicării:London, United Kingdom

De ce să citești această carte

Recomandăm această carte oricărui antreprenor sau manager care dorește să înțeleagă de ce unele idei explodează, în timp ce altele stagnează. Veți învăța să identificați și să implementați mecanismele de replicare care fac ca utilizatorii să devină principalul vostru motor de distribuție. Este un manual esențial pentru a construi afaceri scalabile, unde creșterea devine o consecință naturală a designului de produs, nu o cheltuială de marketing.

Despre autor

Adam Penenberg este un jurnalist de investigație premiat și profesor la New York University, unde ocupă funcția de director adjunct al programului Business & Economic. Fost editor senior la Forbes, a devenit o figură de referință în jurnalismul american după ce a demascat fabricările lui Stephen Glass de la The New Republic, un moment de cotitură pentru integritatea presei online. Experiența sa în analiza economică și tehnologică se reflectă în rigoarea cu care cercetează modelele de business emergente, fiind colaborator constant pentru publicații de prestigiu precum New York Times, Wired și The Economist.

Descriere

Here's how it works: you read a book, you recommend it to a friend. That friend tells another friend. And another...until the book becomes this year's word-of-mouth sensation.

This is the first to analyze the power of the 'pass-it-on' phenomenon, introducing us to the architects of the mightily efficient, money-spinning model known as the Viral Loop - the secret behind some of the most successful businesses in recent history. Outfits such as Google, eBay, Flickr and Facebook all employ the model at their core; 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.

Find out why the Loop will catch us all up, sooner rather than later...

Recenzii

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!
In tight, engaging prose, Adam captures the essence of the ever-scaling power of the virus. It's not just for geeks any more.
Penenberg has unlocked the secret to the most successful digital businesses. An indispensable read.
Adam Penenberg's lively book opens a window to all of our futures.
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.
Penenberg discovers the perpetual motion machine for business and marketing... Buy this book. Catch a virus. Make a fortune.
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.
An intriguing expose of a simple idea worth its weight in gold and then some.
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.
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.
'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

Descriere scurtă

A ground-breaking, agenda-setting book that reveals the business model that has propelled the likes of YouTube, Google, Facebook and MySpace to global success.

Notă biografică

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.