#thinkTrends
thinkLA Trends Breakfast                           #thinkTrends
Mormons in Paris
News and Entertainment  You Love To Share                   30 Million                   Unique Visitors                  ...
the viral web in realtime                 The Big Question• How can you spread your ideas and make them “go  viral” on the...
Key Concept:       The Bored At Work Network• Millions of bored office workers blog, Tweet,  Facebook, and IM all day• The...
The Bored In Line Network• I used to hate mobile• Now I love it• Over a third of BuzzFeed traffic is mobile• You can’t go ...
Early Viral MediaExperiments
2001:Nike ID Launches
the viral web in realtime
the viral web in realtime
the viral web in realtime
hanging out with close friends!                      OMG! Good Morning                      America with Chelsea
The biggest misconception about viralQuality is all that matters  • Quality content automatically goes viral on its    own...
the viral web in realtimeWhich Is Higher Quality:Judaism or Mormonism?
the viral web in realtimePerformance Metrics
The Mormons realize that success is...          The Idea              +      A Way To Spread ItThe viral distribution stra...
The Science Behind BuzzFeed                   R=ßz• ViralRank measures the “social reproduction rate” of  media• It is the...
Viral Optimization                                       Viral     R = 0.8                                      Content   ...
We Use Machine Learning              To Predict Social Hits•   We know what’s viral    before    it’s viral•   Regression ...
Dashboard Technology                   Built For Social• Measure Social Lift and  Earned Media• Scalable and measuring  bi...
What SpreadsDepends on thePlatformGoogle vs. Facebook
Google World View:The key is connecting people with     information they need
Facebook World View: The key is helping you express yourfeelings and connect with your friends!
Emotional Reactions
Social Takes Over The World• As social media matures, the basset hounds, memes,  and personal updates were joined by break...
BuzzFeed Needed To Evolve With Social
BuzzFeed’s First Scoop
Women
Sports
Animals
Sneak Peek:BuzzFeed LA
Do on Youtube What We’ve Done on Facebookand Twitter                  • Lightweight, low cost, social-native              ...
Do with Entertainment reporting in 2013    what we did in Politics in 2012•   Richard Rushfield and Kate Arthur, LA    rep...
Aggregating workedfor Search
Scoopsand Quality Reportingwork for Social
How Can The Same Site Publish This...
...And This???
Edit was first,but now the big shift toSocial is comingto Advertising
100% of our Revenue             is Social Content Marketing• No banners• “Story Units” have 1%-2% CTRs,   Over 10x industr...
Social advertising is      Word-of-Mouth marketing          at Internet scale“What comes to mind when you think about Gene...
We’re Already Doing This With Brands In Every       Vertical That Cares About Social
Virgin MobileBuzzFeedCase Study
64
Source: Vizu/BuzzFeed
...And A Few OtherExamples
Social Can Make Ads Great Again
Cheatsheet:13 Ways To GoViral
…make content YOU would share yourself        …don’t focus on tricks             …be yourself           …try lots of ideas...
…have a heart
…content is about identity
…capture the moment
…cute animals deserve respect
…humor is inherently social
...nostalgia is inherently social
…human rights are inherently social
…don’t post things people are   embarrassed to share
ConcludingThoughts...
Takeaways•   Learn from the Mormons — have an idea and a way to spread it•   Understand your platform — different content ...
thinkLA Trends Breakfast                       PRESENTING SPONSOR                       SUPPORTING SPONSOR                ...
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
thinkLA Trends Breakfast 2012 - Jonah Peretti
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thinkLA Trends Breakfast 2012 - Jonah Peretti

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thinkLA Trends Breakfast 2012 - Jonah Peretti

  1. 1. #thinkTrends
  2. 2. thinkLA Trends Breakfast #thinkTrends
  3. 3. Mormons in Paris
  4. 4. News and Entertainment You Love To Share 30 Million Unique Visitors Google Analytics | comScore Global 17M
  5. 5. 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• I will share some of what I’ve learned in the past 10 years
  6. 6. 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
  7. 7. The Bored In Line Network• I used to hate mobile• Now I love it• Over a third of BuzzFeed traffic is mobile• You can’t go viral if you content can’t be viewed and shared on the mobile web
  8. 8. Early Viral MediaExperiments
  9. 9. 2001:Nike ID Launches
  10. 10. the viral web in realtime
  11. 11. the viral web in realtime
  12. 12. the viral web in realtime
  13. 13. hanging out with close friends! OMG! Good Morning America with Chelsea
  14. 14. The biggest misconception about viralQuality is all that matters • Quality content automatically goes viral on its own • The best content is the most viral • The “best” ideas always win • Quality matters, but isn’t enough
  15. 15. the viral web in realtimeWhich Is Higher Quality:Judaism or Mormonism?
  16. 16. the viral web in realtimePerformance Metrics
  17. 17. The Mormons realize that success is... The Idea + A Way To Spread ItThe viral distribution strategy is as important as the idea itself!
  18. 18. The Science Behind BuzzFeed 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• Organize site to maximize how content spreads
  19. 19. Viral Optimization Viral R = 0.8 Content Viral Promotion Content R = 0.3 Viral R = 0.1 Content• 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 for Viral Lift
  20. 20. We Use Machine Learning To Predict Social Hits• We know what’s viral before it’s viral• Regression analysis and machine learning approaches• Data assets provide economies of scale and moats
  21. 21. Dashboard Technology Built For Social• Measure Social Lift and Earned Media• Scalable and measuring billions of events per month• Used by 300M UVs of top publishers like: Time, Huffington Post, Daily Mail• And all our brand advertisers
  22. 22. What SpreadsDepends on thePlatformGoogle vs. Facebook
  23. 23. Google World View:The key is connecting people with information they need
  24. 24. Facebook World View: The key is helping you express yourfeelings and connect with your friends!
  25. 25. Emotional Reactions
  26. 26. Social Takes Over The World• As social media matures, the basset hounds, memes, and personal updates were joined by breaking news, original content, and substantive articles• People are already getting everything they want, all mixed together, in their Facebook and Twitter feeds• BuzzFeed is maturing along with the social web
  27. 27. BuzzFeed Needed To Evolve With Social
  28. 28. BuzzFeed’s First Scoop
  29. 29. Women
  30. 30. Sports
  31. 31. Animals
  32. 32. Sneak Peek:BuzzFeed LA
  33. 33. Do on Youtube What We’ve Done on Facebookand Twitter • Lightweight, low cost, social-native content just like BuzzFeed.com • Youtube Grants ($300K Q1), more in 2013 • LA Bureau
  34. 34. Do with Entertainment reporting in 2013 what we did in Politics in 2012• Richard Rushfield and Kate Arthur, LA reporting heavyweights• Start with a team of 12• Scoops and entertaining content for the social web, Special Operations team• Digital journalism no longer a sideshow in Hollywood
  35. 35. Aggregating workedfor Search
  36. 36. Scoopsand Quality Reportingwork for Social
  37. 37. How Can The Same Site Publish This...
  38. 38. ...And This???
  39. 39. Edit was first,but now the big shift toSocial is comingto Advertising
  40. 40. 100% of our Revenue is Social Content Marketing• No banners• “Story Units” have 1%-2% CTRs, Over 10x industry average• Programmed by viral rank
  41. 41. Social advertising is Word-of-Mouth marketing at Internet scale“What comes to mind when you think about General Electric (GE)?” Control Group Control Group Via Social Media Via Social Media “We see social branded content as a great way to engage.” — Paul Marcum, Director of Global Digital Programming & Marketing, GE
  42. 42. We’re Already Doing This With Brands In Every Vertical That Cares About Social
  43. 43. Virgin MobileBuzzFeedCase Study
  44. 44. 64
  45. 45. Source: Vizu/BuzzFeed
  46. 46. ...And A Few OtherExamples
  47. 47. Social Can Make Ads Great Again
  48. 48. Cheatsheet:13 Ways To GoViral
  49. 49. …make content YOU would share yourself …don’t focus on tricks …be yourself …try lots of ideas …don’t ignore mobile
  50. 50. …have a heart
  51. 51. …content is about identity
  52. 52. …capture the moment
  53. 53. …cute animals deserve respect
  54. 54. …humor is inherently social
  55. 55. ...nostalgia is inherently social
  56. 56. …human rights are inherently social
  57. 57. …don’t post things people are embarrassed to share
  58. 58. ConcludingThoughts...
  59. 59. Takeaways• Learn from the Mormons — have an idea and a way to spread it• Understand your platform — different content spreads on Google vs Facebook• The big shift to social content is coming — get ready for it• People love the Paris Cafes — stay close to what makes us human• Use the “13 Ways To Go Viral” — they really work!
  60. 60. thinkLA Trends Breakfast PRESENTING SPONSOR SUPPORTING SPONSOR #thinkTrends

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