February NY Viral Meet Up

8/7/2019 February NY Viral Meet Up

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New York Viral Meetup

February 23, 2011

Organizer: @jonsteinberg


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Announcements & Agenda

Hashtag: #NYVIRAL

Speakers:

Jordan Cooper: CoFounder/CEO Hyperpublic&

Venture Partner, Lerer Ventures

AlexaHirschfeld& Lucy Deland: Paperless Post

FarisYakob: Chief Innovation Officer at MDC Partners

Tobias Peggs: CEO, One Riot

Adam Potashnick: MediaCom, Global Media Director,Dell LinkedIn Case Study


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Jordan CooperCoFounder/CEO Hyperpublic&

Venture Partner, Lerer Ventures


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WhatWe Do (Utility)


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Ive invested in almost 40 companies this year.


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I analyzed data from more than 4000 early stage consumer companies

Conducted interviews with everyone in our portfolio and more than 100 internet

luminaries, including Jonah Peretti, Chris Hughes, Mark Zuckerberg, Dennis

Crowley, Kevin Rose, etc...

Extracted the specific mechanics that were responsible for meteoric growth of

consumer internet applications

Segmented those mechanics by applicability to various verticals and groups,

and then constructed what I believe to be the most comprehensive Viral

Playbook in existence


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I then gave the Playbook to 3 BABIES:

lol!


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I will DM you the password protected site info.

Simply pull out your phones and tweet:

General Assembly!


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Induced Virality: the methods and mechanics necessary to cause spread of

your product before your product is awesome

INDUCED VIRALITY IS NOT SUSTAINABLE GROWTH STRATEGY!

Deception/Overpromising Value

Spending Social Capital

Spending Real Capital


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UNSUSTAINABLE BECAUSE NOT THATLOVED

Influencer list Followers

Soraya Dorabi 444670

Fred Wilson 130,000

ze frank 55,000

Amanda Hesser 51702

Mark Suster 22642

Chris Dixon 20560

Bijan Sabet 12653

Jim robinson 11164

Charlie Odonnel 9642John Borthwick 8952

Ouriel Ohayon 7823

Hilary Mason 7312

Brian Halligan 7076

Jonah Peretti 6787

Jyri Engstrom 6732

Chris Hughes 6399

Jeff Bussgang 5494

amber rae 5300

Andy Wiessman 4471

lauren leto 4093

Andrew Parker 3652

Mo Joyfman 3626

Michael Galpert 3224

Jon Steinberg 3184

Rob Go 3074

David Pessah 2961

David Lee 2892

Katherine Zaleski 2656

Eric hippeua 2300

Merrill Stubs 2237

Dave Tisch 2116

Eric Wiesen 1960


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UNSUSTAINABLE BECAUSE NOT THAT RICH


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Too many early stage companies spend their effort attempting to manufactureinduced virality when what they should be focused on is turning their productinto a gift.

Gift Virality: users perpetuate your product out of affection to the recipient


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THATS WHEN MECHANICS LIKE THIS BECOME POWERFUL


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If you get to gift status on the product, the tools to make giving and receivingfrictionless are relatively known science.

Focus on making your product a Gift and you will achieve non-induced virality.

PA

Y NOA

TTENTION TO THE PRODUCT INTECHCRUNCH THAT GOT TO A MILLION USERS IN 48HOURS


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THANKS


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AlexaHirschfeld& Lucy

DelandPaperlesspost.com


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Paperless PostViral Meetup


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Meaningful Communication Online


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The Market Need

$5.30/average card1

1.2 billion sent annually2

Upscale aesthetics

Time intensive

Formal/compelling

Unreliable/Inefficient

PAPER INVITATIONS

Free

800MM sent annually Uniform aesthetics

Distribution & Management tools

Casual, similar to the brands thatsupport them

Efficient

EVITE & FACEBOOK EVENTS

Low cost

Upscale aesthetics

Distribution &

Management tools

Formal/compelling

Efficient

1*22007 STATIONERY REPORT, UNITY MARKETING, 24.

FREE/FUNCTIONAL

Online

EXPENSIVE/FORMAL

Paper FORMAL/FUNCTIONAL


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Exceptional Content & Meaningful Communication

In a Digital Format


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Personalization & Distribution Layered into the Product

Host

Host

Recipient Converts to Sender


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Engagement & Viral Snapshot:

30% of recipients have received 2+ Cards.

The Likelihood of joining increases 150% after receiving a second Card and jumps another 75% on the 3rd Card.

50% of new users have Received a Card, 20% send a Card the first 24 hours.

Leverage virtual currency to reward users for viral activity like inviting friends to join (10% of New Users Daily)and liking/sharing on Facebook.


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Thank You


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FarisYakobChief Innovation Officer at MDC

Partners


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BMWActivate the Future

How Well Learn to Stop Worryingand Love the Future

http://www.youtube.com/watch?v=yDo2XOyE-LI


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Tobias PeggsCEO, OneRiot


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@tobiaspeggs

Tobias Peggs

CEO,OneRiot

Going viral on thesecond screen

New York Viral Media Meet UpFeb 23, 2011


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@tobiaspeggs

Thinking about media for15yrs


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@tobiaspeggs

OneRiot: Social Ad Network

OneRiot enables advertisers toreach a targeted

audience across a networkofleading Twitterapps.

2bn ad impressions available each month.

Realtime social targeting gets right ad in front of

right user,formaximumresonance right now.

Chevy ad targeted at

males on Twitter, 18-44,

into sports and cars


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@tobiaspeggs

Twitterusers love TV

SuperBowl was most Tweeted sports event in history with peakof4064 Tweets persecond.

Thats a lotofusers constantly checking a second screen.


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@tobiaspeggs

Huge opportunity to engage a

large,inherently viral audienceon the second screen

People are watchingTV as it happens, and

checking Twitter at thesame time.

Dick Costolo, Twitter CEO


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@tobiaspeggs

Huge opportunity to engage a

large,inherently viral audienceon the second screen

When theres a big event onTV, engagement on Twitterapps is off the charts!

Tobias Peggs, OneRiot CEO


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@tobiaspeggs

A lotofpeople checked theirTwitterapps throughout the game doubling ouravailable inventory

Available ad inventory

Ad impressions


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@tobiaspeggs

Chevy SuperBowl commercial

Objective: Drive additional views ofChevy

SuperBowl commercial on YouTube.

Target: Male Twitterusers, sports fans, talking

about football.

Creative: Mobile IAB unit linking to YouTube

page with social sharing functionality.

Result: Helped make Chevy 4th most talked

about brand on SuperBowl Sunday.


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@tobiaspeggs

Twitterusers love big TV events.


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@tobiaspeggs


They check theirapps frequently.


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@tobiaspeggs


They check theirapps frequently.Ad inventory spikes accordingly.


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@tobiaspeggs



Opportunity toreach big audience

on the second screen.


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@tobiaspeggs




on the second screen.Ad creative should drive audience

to engage with compelling content.


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@tobiaspeggs




on the second screen.Ad creative should drive audience

to engage with compelling content.

Audience will consume, share, and

are acquired cost effectively.


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@tobiaspeggs

Tobias Peggs

CEO,OneRiot@tobiaspeggs

www.OneRiot.com

Blog.OneRiot.com


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Adam Potashnick

MediaCom, Global Media Director,

DellL

inkedIn Case Study


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Opportunity

As competition between technology companies

intensifies, Dell wanted to deepen engagement

with small- and medium-sized business owners

and drive consideration through robust social

media efforts that would elevate the brand and

further position Dell as a trusted advisor of

information technology (IT).


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Created a truly dynamic

experience


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Polls are a twostep processdesigned to driveMembership.

The target ispresented with thePoll question and thendriven to a resultspage wherethey are expose toa banner adencouragingmembership orsharing.

Polls


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Thank you.

February NY Viral Meet Up

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Transcript of February NY Viral Meet Up