New York Viral Meetup

February 23, 2011

Organizer: @jonsteinberg
 Announcements & Agenda
• Hashtag: #NYVIRAL
• Speakers:
– Jordan Cooper: CoFounder/CEO Hyperpublic &
Venture Partner, Lerer Ventures
– Alexa Hirschfeld & Lucy Deland: Paperless Post
– Faris Yakob: Chief Innovation Officer at MDC
Partners
– Tobias Peggs: CEO, One Riot
– Adam Potashnick: MediaCom, Global Media Director,
“Dell LinkedIn Case Study”
 Jordan Cooper
CoFounder/CEO Hyperpublic &
Venture Partner, Lerer Ventures
What We Do (Utility)
I’ve invested in almost 40 companies this year.
 In developing a Viral Strategy for Hyperpublic

» 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…
 To test the efficacy

I then gave the Playbook to 3 BABIES:

lol!
The Result
Each baby achieved virality in less than seven days
 To Gain Access to the Playbook

Simply pull out your phones and tweet:

General Assembly!

I will DM you the password protected site info.

 Induced Virality

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

 Induced Virality (social capital)

UNSUSTAINABLE BECAUSE NOT THAT LOVED

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 9642
John 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
 Induced Virality (fiscal capital)

UNSUSTAINABLE BECAUSE NOT THAT RICH

 “Gift” Virality

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

Too many early stage companies spend their effort attempting to manufacture
induced virality when what they should be focused on is turning their product into a
“gift.”
 Once you’ve achieved “Gift Status”

THAT’S WHEN MECHANICS LIKE THIS BECOME POWERFUL

 My Advice to Utility based founders

PAY NO ATTENTION TO THE PRODUCT IN

TECHCRUNCH THAT GOT TO A MILLION USERS IN 48 HOURS

If you get to “gift status” on the product, the tools to make giving and receiving
frictionless are relatively known science.
Focus on making your product a Gift and you will achieve non-induced virality.
 @hyperpublic

THANKS
Alexa Hirschfeld & Lucy
Deland
Paperlesspost.com
Paperless Post
Viral Meetup
Meaningful Communication Online
 The Market Need

PAPER INVITATIONS EVITE & FACEBOOK EVENTS

• Low cost • Free

• $5.30/average card1
• 800MM sent annually
• 1.2 billion sent annually2
• Upscale aesthetics
• Uniform aesthetics
• Upscale aesthetics
• Distribution &
• Distribution & Management tools
• Time intensive
Management tools
• Casual, similar to the brands that support
• Formal/compelling them
• Formal/compelling
• Efficient
• Unreliable/Inefficient • Efficient

EXPENSIVE/FORMAL FREE/FUNCTIONAL
Paper FORMAL/FUNCTIONAL Online

1*2
2007 STATIONERY REPORT, UNITY MARKETING, 24.
Exceptional Content & Meaningful Communication

… In a Digital Format
 Personalization & Distribution Layered into the Product

Guest
Guest Recipient Converts to Sender Host
Guest
Guest
Guest
Guest

Guest
Guest

Guest
Guest

Guest
Guest

Host
Guest
Guest Guest
Guest

Guest
Guest
Guest
Guest
Guest
Guest
Guest
Guest Guest
Guest
 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.
Thank You
 Faris Yakob
Chief Innovation Officer at MDC
Partners
 BMW Activate the Future
“How We’ll Learn to Stop Worrying and
Love the Future”

http://www.youtube.com/watch?v=yDo2XOyE-LI
Tobias Peggs
CEO, OneRiot
Tobias Peggs
CEO, OneRiot

Going viral on the

second screen

New York Viral Media Meet Up

Feb 23, 2011

@tobiaspeggs
Thinking about media for 15yrs

@tobiaspeggs
OneRiot: Social Ad Network

Chevy ad targeted at
males on Twitter, 18-44,
into sports and cars

OneRiot enables advertisers to reach a targeted

audience across a network of leading Twitter apps.

2bn ad impressions available each month.

“Realtime social targeting” gets right ad in front of

right user, for maximum resonance right now.

@tobiaspeggs
Twitter users love TV

Super Bowl was most Tweeted sports event in history with peak of 4064 Tweets per second.

That’s a lot of users constantly checking a “second screen”.

@tobiaspeggs
Huge opportunity to engage a
large, inherently viral audience
on the second screen
“People are watching
TV as it happens, and
checking Twitter at the
same time.”
Dick Costolo, Twitter CEO

@tobiaspeggs
Huge opportunity to engage a
large, inherently viral audience
on the second screen

“When there’s a big event on

TV, engagement on Twitter
apps is off the charts!”
Tobias Peggs, OneRiot CEO

@tobiaspeggs
Available ad inventory
Ad impressions

A lot of people checked their Twitter apps throughout the game – doubling our available inventory

@tobiaspeggs
Chevy Super Bowl commercial

Objective: Drive additional views of Chevy

Super Bowl commercial on YouTube.

Target: Male Twitter users, 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 Super Bowl Sunday.

@tobiaspeggs
Aol on Grammys night

Objective: Drive page views to Aol properties

covering the Grammys (e.g. PopEater)

Target: Female Twitter users, interested in

celebrity and entertainment.

Creative: Dynamic “content ad” matching

realtime conversation, linking to page
optimized for social sharing.

Result: Lots of undisclosed goodness.

@tobiaspeggs
Twitter users love big TV events.

@tobiaspeggs
Twitter users love big TV events.
They check their apps frequently.

@tobiaspeggs
Twitter users love big TV events.
They check their apps frequently.
Ad inventory spikes accordingly.

@tobiaspeggs
Twitter users love big TV events.
They check their apps frequently.
Ad inventory spikes accordingly.
Opportunity to reach big audience
on “the second screen”.

@tobiaspeggs
Twitter users love big TV events.
They check their apps frequently.
Ad inventory spikes accordingly.
Opportunity to reach big audience
on “the second screen”.
Ad creative should drive audience
to engage with compelling content.

@tobiaspeggs
Twitter users love big TV events.
They check their apps frequently.
Ad inventory spikes accordingly.
Opportunity to reach big audience
on “the second screen”.
Ad creative should drive audience
to engage with compelling content.
Audience will consume, share, and
are acquired cost effectively.
@tobiaspeggs
Tobias Peggs
CEO, OneRiot
@tobiaspeggs

www.OneRiot.com
Blog.OneRiot.com

@tobiaspeggs
 Adam Potashnick
MediaCom, Global Media Director, “Dell
LinkedIn Case Study”
 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).
Created a truly dynamic
experience
 Polls
Polls are a two
step process
designed to drive
Membership.

The target is
presented with the
Poll question and then
driven to a results
page where
they are expose to
a banner ad
encouraging
membership or
sharing.
Thank you.