Interview: Facebook CEO Mark Zuckerberg on viral marketing

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The editor's preface: This interview comes from Adam Penenberg, author of Viral Loop, an exclusive interview with Facebook founder Mark Zuckerburg for his preliminary research on the book. Original address:

When Mark Zuckerberg was still studying at school, he began to learn programming and code. He was inspired by the school's social-networking platform in 2004, and soon created the earliest Facebook. Just a few days after Facebook was online, almost all the university campuses, almost all of them registered with Facebook. Mark and several of his roommates,--chris Hughes and Dustin Moscowitz, began extending Facebook to other campuses, such as the Ivy League. This is the end of what we see today, Facebook, an International social media website Facebook with the world's largest user resources and influence.

(penenberg-"Viral Loop", Zuckerberg-facebook founder)

Penenberg: How did you think of programming code at the time? Is it because of some special experiences of childhood?

Zuckerberg: Well, in 6 grade, I have my first computer in my life. As soon as I got my hand, I couldn't wait to study how to use it, I was curious about how the computer program worked, and wondered what it was that made the programs run automatically, so I started to study the program, the code, and the deeper principles of computer systems.

Penenberg: Did you tear the computer down and then put it back? haha

Zuckerberg: In fact, I removed the computer more than I can disassemble those software to much more, I use more software than hardware. Most of what we hear is that someone likes to take the radio, the TV set, and so on, and then put it together and find out a lot of things from it. However, I seem to be interested in machines, far less than I have in the machine inside the various operating procedures, software to more interested in the program.

Penenberg: Do you teach yourself?

Zuckerberg: Yes, I mean I bought a book by myself. Opening four of their own reading completely puzzled mind, thinking confusion, I consulted a lot of people.

Penenberg: When you just built Facebook and went online, did it surprise you that it was able to spread across the campus in such a short time?

Zuckerberg: Yes! I had no idea, it was a surprise! It spreads so fast. I and my partners need to work non-stop to increase the site's server bandwidth and platform capabilities to meet the needs of more and more registered users, it is crazy!

Penenberg: What motivates you to do all this?

Zuckerberg: There are a lot of factors that drive me to do this, when I was studying at Harvard, the school had a small elective system called match, which was similar to the earliest form of Facebook, but small in size, It allows everyone to take classes together on a platform, or to see each other's chosen course, which is what Harvard uses as an Internet elective system. But its socialization is smaller.

Penenberg: When you're going to expand the size of Facebook from Harvard to Evergreen Ivy League and other schools, is the same amazing development?

Zuckerberg: We were actually working on several idea at the same time. One of them is that we want to develop a universal dynamic allocation mechanism, the implementation of the word can be used anywhere. In fact, the most surprising thing is that we can achieve such an amazing efficiency, in such a short period of time has so much effect. We didn't realize the potential of Facebook so great. After Facebook, a few schools came to us on the Harvard campus. Hopefully we can help them build a Facebook-like online community at school, so we launched Facebook at Yale, Stanford and Columbia. The reason why we chose these three schools first is because these three schools and Harvard There is already a campus network community for all students to use. Because we want to know, is it true that Facebook, the widespread and rapid spread effect at Harvard, is really universal, or is it just a coincidence? We would like to see once Facebook. Online, all students can find the huge attraction of this platform, not hesitate to move from the current campus network community to Facebook. Come on. As it turns out, Facebook has seen a massive rise in web traffic in three schools within two weeks of the line, as it turns out, Facebook. This model has a wider application that can be extended and extended. Soon, we launched our Facebook site in 25 local schools. The effectiveness and efficiency of the implementation is staggering, in part because of Facebook, which has not yet had its own campus network community, which is Facebook. One of the important reasons for success once online.

Penenberg: At that time, have you noticed that the user has a "power curve" trend in the acceptance of a new thing--that is, the Internet user at that time?

Zuckerberg: Yes, I soon discovered this, in fact, I remember that at that time, we all think that FB for schools, should be a universal S-curve, that is, the larger the school, the overall acceptance of the student's time will be longer. For example, the larger schools such as Cornell, our previous estimate is about the need to be on the line for a few weeks before there will be large-scale students to the application platform, but the result is not so, when FB in this large campus online and officially run, in the blink of an eye almost every student has been registered and used.

Penenberg: Did you begin to realize the effects of social networks on individuals and the viral effects of the Internet?

Zuckerberg: I think so, I started to realize that social networking platforms like this have powerful effects. I think the effect is ultimately rooted in people's desire for information and information sharing.

Penenberg: Since when has the invitation mechanism been introduced?

Zuckerberg: If you say the invitation mechanism is that the user can in some simple way, such as mail, will his usual existing contacts to import Facebook. On the platform, in this sense, it should be the beginning of the 06.

Penenberg: Do you think Facebook now is going to grow at the same rate?

Zuckerberg: First, we focused on a specific group of college students. I think the current growth curve is very similar to the growth curve of the time. Only now the growing unit from the university became the country. For example, about 40 of the Internet users in Canada are already users of Facebook, and the rate is growing. However, the growth rate is not as large as it was at the time, after all, the base has expanded so much that too many people around the world are using FB. In addition, in many countries, Facebook is in its infancy, and we are working hard to translate Facebook into many different languages so that more countries can use FB, so the question of speed is inherently more complex. Last year, we grew at an average rate of 3% a week. But it does not seem to be the case that every country has about three new users registering for Facebook every day, because Facebook, for some countries, is already saturated, and for other countries, it is just beginning to be known. So the growth rate can only be a reference figure.

Penenberg: How do you manage to make a website platform grow rapidly without any particular serious or devastating impact? You know, most Web sites are growing, exposing a growing number of serious problems.

Zuckerberg:: I think on this issue, there are a few key differences that lead to such a phenomenon, first of all, Facebook. From the outset not as a commercial network of products, and I work with the partners are not any business or the nature of the reasons for the company to come together. We don't have much money to put in, so we'll do the right ads to get revenue, and use the revenue to buy bigger mega and servers so Facebook can be online in more schools. Although we are very difficult to step, but we all believe that we will be able to go on, getting better. We occasionally have problems where the user cannot log on, because the hardware conditions don't keep up, This will certainly affect the growth rate of Facebook, but we continue to improve, a small problem we will gradually solve each, this is also until today we will continue to find the problem, solve the problem of the work habits, in order to make Facebook. No fatal problem! So far, we have done well.

Penenberg: The socialized marketing approach has brought a series of advantages to marketers. What is this all about?

Zuckerburg: I think the most essential reason is a series of phenomena that arise from the interaction between people and people. For example, you get a message that you think the information is reliable or unreliable, and that the key determinant is not the content of the information itself, but the source of the information you receive. If this information is a very reliable person who you trust to tell you, you tend to think this information is also very reliable, if this information is only hearsay, or just do not know anyone who forwarded the post, you tend to doubt whether the information is true. This is one of the reasons why people are increasingly using Facebook as a source of access to information. For example, we want to know what new music is, or want to understand the music of the band is very good, we tend to go to FB friends to find a few music fever people, to see what they are listening to music, or what kind of band, rather than first go to the major Billboard rankings, Pick from the top ten ranked music and bands. I think for the brand marketing is the same, the socialization of the dissemination of a more eco-organic marketing approach, can help enterprises in a sustainable manner of operation and operation. This is the biggest value of social marketing to the enterprise.

This article is from Socialbeta Anonymous content contributor, the original translation from exclusive Interview:facebook's Mark Zuckerberg on the Value of viral Loops, welcome to reprint, Please indicate from Socialbeta.

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