jonah peretti viral meetup talk
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Mormons, Mullets, and Maniacs
Jonah Peretti
New York Viral Media MeetupAugust 12, 2010
the viral web in realtime
The Big Question• How can you spread your ideas and
make them “go viral” on the web?
• I have been answering this question by creating media, working on political campaigns, starting companies, and collaborating on research
• In the next 15 minutes, I will share everything I have learned in the past 10 years
Key Concept:The Bored At Work Network• Millions of bored office workers blog,
Tweet, Facebook, and IM all day
• The BWN is bigger than the BBC, CNN, or any traditional media network
• A decentralized network that enables media to “go viral” if ordinary people enjoy sharing it
The Old Broadcast Model
Broadcasters and advertisers decide what is popular…
The New Networked Model
BWN decides what is popular
the viral web in realtime
Strategy #1: Viral Media
• Create media that is perfect for the Bored at Work Network
• Key is to make something that is easy to understand, easy to share, and includes a social imperative
• A few examples of things I have made...
Nike “Sweatshop” Email
• Ordered a pair of Nikes customized with the word “sweatshop”
• Email forward led to a viral cascade
• People dedicate their life to fighting for human rights whereas I did not even know much about the sweatshop issue, but....
the viral web in realtime
the viral web in realtime
The Rejection Line
the viral web in realtimeBlackPeopleLoveUs.com
the viral web in realtimeHanging Out With Close Friends!
OMG! Good Morning America with Chelsea
the viral web in realtime
Limiting Factor: Most Things Are Not Viral
• It is hard to make viral media especially for serious topics
• You never know in advance which ideas will work
• You can drastically increase your chances for success if you try lots of things and bring the best forward
the viral web in realtime
#2: The Mullet Strategy
Business upfront,party in the back!!!
Business Upfront
the viral web in realtime
Party In The Back!!
Jonah Perettijonah@buzzfeed.com
Add, Test, Tweak, Optimize, Remove Stories In Real Time
the viral web in realtime
Strategy #3:Big Seed Marketing
• Buy the seed, get the viral for free
• Combine art and science to maximize organic viral distribution
• Big seed makes viral advertising repeatable for the first time
ViralRank
R=ßz• ViralRank measures the “social reproduction
rate” of media
• It is the key metric to show what is getting shared and linked on the social, realtime web
The Viral Multiplier Effect
• The higher the value of R, the bigger the multiplier effect
• Most people focus on R > 1 but they are rare and unpredictable
• Optimizing R values less than 1 is what will transform the advertising industry
Time
R > 1 R = 1
R < 1
BuzzFeed Ads:Viral Optimization
Viral Content
Viral Content
Viral Content
R = 0.1
R = 0.3
R = 0.8
Promotion
We test R values in realtime and promote content with a higher rank. BuzzFeed editors, users, and advertisers can try lots of ideas and the platform maximizes distribution
Story Units Thumbnail Units
Viral Units Available
Related Content
Header
Partner Area
Story Unit 1
Story Unit 2
PARTNER
PARTNER
Viral Dashboard
Manage and Maximize Viral Lift
Who accelerates sharing with BuzzFeed?
Strategy #4:MANIACS!!!!!!!
• The web is ruled by maniacs like Perez Hilton, Ron Paul zealots, Apple fan boys, blog commenters, animal lovers, and other crazy people
• Content is more viral if it helps people fully express their personality disorders
• Couch potatoes don’t matter on the web, crazy people do
the viral web in realtime
Histrionic / Narcissistic Personality Disorder
Key to success for FB, blogs, YouTube, twitter
the viral web in realtime
Obsessive-Compulsive Personality Disorder
Key to success forWikipedia, online games, comments
the viral web in realtime
Which Is Better:Judaism or Mormonism?
the viral web in realtime
0
3750000
7500000
11250000
15000000
1950 1960 1970 1980 1990 2000 2007
JewsMormons
Performance Metrics
the viral web in realtime
Strategy #5:Learn From The Mormons• Judaism is a really high quality religion
but quality is NOT a growth strategy
• Mormons want you to be Mormon! Make evangelism core to your strategy
• Focus on the mechanics of how an idea spreads, not just the idea itself
Recap:How To Go Viral
• Viral Media - activate the bored at work network
• Mullet Strategy - business upfront, party in the back!
• Big Seed Marketing - pay for the seed, optimize for viral lift
• Maniacs - target crazy people, not couch potatoes
• Mormonism - quality is not enough, build evangelism into your ideas
contact me
@peretti
jonah@buzzfeed.com
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