Viral Loop

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by ADAM L PENENBERG

Nielsen, 7

  Ning, 13, 55–56, 58–66, 69, 71, 73, 84–85, 154, 203, 218, 237, 242

  Nintendo, 48

  Nokia Ventures, 163, 164

  Nosek, Luke, 167

  nonprofit organizations, 17–18

  Novell, 46

  Obama, Barack, 14–17, 136–37

  Obama, Michelle, 16

  Obama Girl, 16

  O’Connor, Flannery, 28

  Ofoto, 7, 184

  Omidyar, Pierre, 143–50, 157, 158, 175

  onSale, 147

  OpenSocial, 61, 215

  Open Water, 109–10

  Opsware, 58

  O’Reilly, Tim, 54

  Orkut, 203, 204, 215, 219

  Orlando Sentinel, 33

  Overture, 221n

  Ovitz, Michael, 59

  oxytocin, 73

  Palm, 161–64, 168

  Pareto, Vilfredo, 62–63

  Pareto’s law, 62–63

  PayMe, 170

  PayPal, 11, 59, 60, 61, 64, 66, 69, 158, 163–80, 181, 213, 216–17, 221, 231, 243

  eBay and, 157, 168–70, 175–80, 217, 218

  fraud and, 172–75, 177

  PayPal War, The: Battles with eBay, the Media, the Mafia, and the Rest of Planet Earth (Jackson), 169, 170, 176

  PayPlace, 175

  PCs, 50–51, 53–54, 76, 79, 101

  People, 8

  Perfect Store, The (Cohen), 143–45

  Photobucket, 189–90, 243

  Pincus, Mark, 211–13

  Plastics Inventor, The, 24

  Plaxo, 67

  PointCast, 102–3

  Politico, 182

  politics, 14–17, 72

  Ponzi, Charles, 30–31

  Ponzi schemes, 29–31

  population, 235–38

  pornography, 6, 7, 58

  positive-feedback loops, 12, 44

  Powell, Michael K., 182

  power law curve, 62–63

  privacy, 224–29

  Puente, Tito, 168

  pyramid schemes, 29–31

  Rackspace, 5

  Radius Marketing, 222

  railroads and trains, 83, 113

  Rand Corporation, 44, 69

  RateMyFace.com, 8

  Razorfish, 17–18

  Reagan, Ronald, 90–91, 130

  Real Networks, 190

  relationships, online, 73–75

  religion, 235

  ResponseBase, 186

  Revver.com, 129

  Rexall Drug Company, 35

  RIAA (Recording Industry Association of America), 116

  Ringo.com, 194–95

  Rivers, Joan, 18

  Rivers, Melissa, 18

  RocketMail, 104

  RockYou, 18, 56, 215–19, 244

  Romero, Chris, 56

  Rubbermaid, 36

  Ruby on Rails, 153

  Ryze, 203

  Sacks, David, 169, 178, 179

  Salon.com, 4, 82

  Samaritan, 110–11

  Samsung, 137

  Sandler, Adam, 126

  Sayama, Sandi, 214–16

  scaling, 144–45, 151–56, 172, 187, 188, 195, 207, 215n, 236

  Schleir-Smith, Johann, 80, 82

  Schmidt, Eric, 227

  Schwartz, David, 222–23

  Schwarzenegger, Arnold, 136

  Scrabulous, 18

  screens, display, 76–78, 84

  search engines, 221, 224, 229

  Sears, 37

  Second Life, 183

  Security Exchange Company, 30

  Sequoia Capital, 12, 91–92, 180

  Shen, Jia, 215–16

  Shenoy, Gopal, 16–17

  Shutterfly, 184

  Silicon Graphics, Inc. (SGI), 46–47

  Silver, Nate, 182

  Silverman, Sarah, 16

  Simons, Elizabeth Radin, 131–32

  Sipple, Oliver, 228

  Six Apart, 212

  SixDegrees.com, 212–13

  SixDegrees.org, 246–47

  Skinner, B. F., 26

  Skoll, Jeffrey, 146

  Skype, 60, 61, 66, 68, 157, 218, 237, 245

  Skyrock, 204

  Slamdance, 111, 117

  Slide, 13, 18, 179, 216–19,244

  Smarr, Larry, 46

  smartphones, 76, 79

  Smith, Jack, 89, 90, 93–101, 103, 104

  smoke alarms, 36–37

  SMS Sugar Man, 108

  Snapfish, 184

  social graph, 231–33

  SocialMedia, 245

  social networks, 72–73, 84, 203–4, 207–9, 218–19, 228, 233

  advertising and, 222, 226, 231

  failed, 211–13

  widgets on, 214–19

  SocialVibe, 247

  Solzhenitsyn, Aleksandr, 160

  Sonoma Valley Film Festival, 111

  Sony, 135, 136, 232

  South by Southwest, 111, 117

  spam, 28, 80, 82–83, 210, 218, 223

  Space X, 173

  Spangler, Steve, 128, 138–39

  Spielberg, Steven, 46

  Spinoza, Benedictus de, 72

  Spiridellis, Evan, 136

  Spiridellis, Gregg, 136–37

  Spock, Benjamin, 32

  Spoke.com, 203

  SpyGlass, 51–53

  spyware, 186, 210

  Sridharan, Vasanth, 233

  Stanford Review, 160, 165

  Stanford University, 206

  Stanley Home Products, 25, 26, 28–29, 31

  Star Circle Pictures, 110–11

  Steinman, Ronald, 109

  Stephenson, Neal, 163

  Stern, Howard, 7

  Stivinson, Gregory, 174

  Stone, Biz, 153

  Stoppelman, Jeremy, 166

  subservient chicken, 133

  Sullivan, Andrew, 15, 182

  Sulzberger, Arthur, 123

  Sundance Film Festival, 110, 111

  Sundance Online Film Festival, 136

  Superbowl, 167

  Tagged, 71, 203, 242–43

  Target, 37

  TechCrunch, 60, 202

  technological innovations, 26, 112–13, 121–22, 220

  telephones, 220

  television, 26, 32

  commercials on, 223

  Tellme, 3

  Telnet, 38, 40

  Tequila, Tila, 188–89

  Tesla Motors, 173

  Thiel, Peter, 12, 158–68, 170–73, 177–79

  ThisIs50.com, 56

  This Land, 136

  3DO, 143

  Tickle.com, 195

  Time, 8, 24, 53, 59, 188, 189

  Time for Some Campaignin’, 136, 137

  Time Out New York, 106

  tipping points, 69

  Tokuda, Lance, 214–16

  tolerance, 228

  Tolkien, J. R. R., 160

  Tonight Show with Jay Leno, The, 136

  Town Hall, 182

  trains and railroads, 83, 113

  Transparent Society, The (Brin), 225

  TravBuddy, 203

  Travellerspoint, 203

  Tribe, 67, 211–12

  Trippi, Joe, 17

  T. Rowe Price, 13

  Trump, Donald, 18

  trust, 73, 209–11, 232

  Tseng, Greg, 80–83

  Tupper, Earl Silas, 23–26, 31, 33–36

  Tupperware, 13, 23–29, 31–37, 96, 240

  Tupperware, 27

  Tupperware: The Promise of Plastic in 1950s America (Clarke), 28

  Tupperware Unsealed (Kealing), 25

  Turing, Alan, 174

  Twilight Saga, The, 56

  Twitter, 11, 12, 13, 18, 60, 66, 71, 72, 74, 152–53, 203, 242

  ubiquitous Internet, 76, 83–84

  Union Square Ventures, 13, 18, 153

  Unix, 38–40, 42, 43, 49, 50, 171–73

  UPI, 224

  Urban Tribes (Watters), 211

  USA Today, 154

  Valleywag, 59

  Variety, 111

  Vax, 40


  venture funds, 12–13

  Viacom, 202

  videos, 109, 130, 190

  Mentos, 126–30, 133–35, 137–39

  viral, 135–36, 230

  see also YouTube Viola, 40

  viral campaigns, 133

  viral coefficients, 56–58, 81, 144–45, 193, 194, 196, 208, 233, 235

  viral expansion loops, 11–14

  three categories of, 18

  virality, 13–14, 235–38

  virality index, 68

  viral loop application, 233

  viral loop companies: characteristics of, 67–68, 236

  index of, 239–47

  viral loops, 18

  double, 18, 61–62, 65

  viral networks, 18

  viral plain, 69–70, 72, 76, 84, 89, 112, 132, 158

  viral synergy, 158

  viruses, 80, 211

  virus hoaxes, 132

  vital few, law of, 62–63

  VKontakte, 204

  Voltz, Stephen, 128–30, 134–35, 138

  WabiSabiLabs, 80

  Wall Street Journal, 8, 134, 185

  Warhol, Andy, 71

  War of the Worlds, 26

  Watters, Ethan, 211

  WearEver Aluminum Cooking Products, 28, 29

  Webb, Maynard, 155–57

  Weber, Lavon, 27

  webmail, 89–105

  Weinreich, Andrew, 212–13

  Welles, Orson, 26

  Wells, H. G., 26

  We Media, 77

  Western Folklore, 131

  Western Union, 220

  Westinghouse, George, 83

  Whitcomb, Aber, 189

  Whitman, Meg, 149, 154–55, 175, 179

  Whitney, Eli, 40

  widgets, 214–19

  Will.i.am, 16

  Wilson, Erasmus, 220

  Wilson, Fred, 13, 18, 153

  Wired, 222

  Wise, Brownie, 25–27, 29, 31–35, 37

  World of Warcraft, 183

  World’s Fair, 26

  World Wide Web, 38–45, 48, 50, 51, 53, 54, 70, 71, 158, 220

  Wozniak, Steve, 35, 93

  Wretch, 204

  X.com, 170–73

  Xerox, 46

  Xiaonei, 204

  XING, 203

  Yahoo, 64, 66, 91–92, 101, 105, 135, 147, 152, 196, 198, 202, 221, 221n, 228

  Flickr and, 185

  Hot or Not and, 4–5, 7

  PayPal and, 175, 177

  YouTube and, 191

  Yale University, 206

  Yammer, 203

  Young, Jim, 1–9, 11–12, 67, 190

  YouthStream Media Network, 213

  YouTube, 11, 12, 18, 60, 61, 64, 66, 69, 76, 109, 117, 135, 137–38, 153–54, 180, 190–91, 217, 243

  Google and, 191, 218

  Mentos video on, 129–30

  Obama and, 16, 17

  Zak, Paul J., 72–73

  Zelon, David, 119–20

  Zogby International, 224

  Zollo, Fred, 120

  zombie bots, 80

  Zuckerberg, Mark, 205–9, 231–32

  Zynga, 244

  Copyright

  VIRAL LOOP. Copyright © 2009 Adam L. Penenberg. All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, downloaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission of Hyperion e-books.

  Adobe Digital Edition September 2009 ISBN 978-1-4013-9493-6

  10 9 8 7 6 5 4 3 2 1

  * In 2004, Jerome Heckencamp, who worked at Los Alamos after graduating from the University of Wisconsin-Madison, pleaded guilty to two counts of gaining unauthorized access and recklessly damaging eBay’s computer systems, in violation of 18 USC Section 1030(a)(5) (B). He also admitted to penetrating computer systems at Qualcomm, Lycos, and others. The following year he was sentenced to eight months in prison and required to pay restitution of $268,291.

  * Apparently Thiel and Levchin didn’t realize that “confinity” is an actual (albeit obscure) word that means “community of limits.” If they had, they might not have chosen it.

  *After Facebook became an iconic company, the three seniors sued Zuckerberg in March 2007, alleging a smorgasbord of misdeeds, including copyright infringement, breach of contract, misappropriation of trade secrets, and fraud. The case settled out of court in 2008 for a reported $65 million, more than two-thirds of it in private stock that cannot be sold without board approval. Most of the $20 million in cash went to lawyers and taxes.

  * Scaling wasn’t their only hitch. Before RockYou, Tokuda and Shen had been working on a photo slideshow for software developer Iconix, which accused the two of stealing intellectual property. The case quickly settled.

  * One of those adherents was none other than Bill Gates, though he did eventually come around. Or as Negroponte put it: “Bill has an extraordinary ability of being wrong…then suddenly changing his mind…and being right at exactly the right time.”

  *Google didn’t invent keyword search. A company called Overture did, and had a patent to prove it. In 2002 Overture, which was subsequently bought by Yahoo, sued Google, which settled the case for $300 million in stock in 2004.

 

 

 


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