Resources

Posts and articles

• Viral Marketing for the Real World, Duncan Watts & Jonah Peretti, Harvard Business Review, May 2007
• What Counts as a View?, TubeMogul, 27 Jun 2007
• What Constitutes an Online Hit?, Chris Albrecht, NewTeeVee, 06 Sep 2007
• The Secret Strategies Behind Many 'Viral' Videos, Dan Ackerman Greenberg, TechCrunch, 22 Nov 2007
• Virals - No one Knows Anything, Jerome Courtial, Knitware Blog, 21 Feb 2008
• Online Video's Short Shelf Life, TubeMogul, 26 Jun 2008
• Viral Marketing Review: Using & Identifying Design Patterns, Mike Laurie, Ship's Biscuit, 11 Jul 2008

We like the work of Duncan Watts a lot and are proponents of what he calls 'Big Seed Marketing'. You can download Watts' academic papers here.

Note that some of the techniques advocated by Dan Greenberg are unethical and, in many territories, illegal.

Books

• Connected Marketing, Justin Kirby & Paul Marsden, 2005
• The Influentials, Jon Berry & Ed Keller, 2003
• The Tipping Point, Malcolm Gladwell, 2000
• Crossing the Chasm, Geoffrey A. Moore, 1991
• The Diffusion of Innovations, Everett Rogers, 1962

Ethics

• IPA: Buzz Marketing Techniques Illegal from May, Warns IPA
• EU Consumer Affairs: The Unfair Commercial Practices Directive
• WOMMA: Ethics Code
• WOMMA: Ethical Blogger Contact Guidelines

Academic research

• Collective Dynamics Group, Columbia University
• Persuasive Technologies Lab, Stanford University
• Digital Ethnography Working Group, Kansas State Uniiversity
• Berkman Center for Internet and Society, Harvard Law School

Linkroll

• Know Your Meme
• ROFLCon
• I Can Has Cheezburger
• The Show wth Ze Frank
• Rocketboom
• NewTeeVee
  
• Video Insider
• Web Video Report
• Usertainment Watch
• TechCrunch
• Mashable
• BuzzMachine
  
• Micro Persuasion

Internet people

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