What’s Buzzing on the Web?

Jonah Peretti jonah@buzzfeed.com

Where We Are
• 2.5 million PVs and 700K UVs per month • 30 million widget impressions per month • Two editors produce all content using BuzzFeed technology • Patent pending on core technology • $60K monthly burn • “We looked at BuzzFeed and sensed the future.” – CNN.com

Jonah Peretti jonah@buzzfeed.com

Where We’re Headed
• One stop shop for web buzz: Editorial, Algorithmic, User Generated • Dramatically grow traffic without hiring editors • Launch self-serve advertising platform and prove revenue model within year • Hire GM, VP of BD, two developers, office manager, and community manager

Editorial Content (current model)
Current Model: Our editors use technology to find and publish buzz.

Algorithmic Content (2.0 Launch)
Raw buzz is automatically published the moment it is detected by our algorithm.

User Generated Content (2.0 Launch)
Trend spotters and marketers try to do as well as our editors and algorithms.

EDITORIAL BUZZ

ALGORITHMICALLY DETECTED BUZZ

USER GENERATED BUZZ

New Front Page
New front page will be a “feed for buzz” featuring editorial content, algorithmically detected buzz, and user generated buzz.

AGGREGATION

VIDEO BUZZ

LINKS

NEW BUZZ WORDS

The Platform for Web Buzz (2.0 Launch)
The BuzzFeed platform will support all types of viral content and buzz: aggregated links, viral videos, flash games, quizzes, new buzzwords, and more.

The Web App
Web application provides scalable content creation model. Makes buzz spotting like a game. Let's anyone get involved.

MEASURE VIRAL EFFECTS WIDGET TRAFFIC WITH STATS LANDING PAGE PERFORMANCE METRICS

SEARCH ENGINE & REFERRER OPTIMIZATION

Optimization
The BuzzFeed Platform is the best platform to launch buzz. Buzz is promoted through widget network, SEO, and viral word-of-mouth.

Leaderboard
Trend spotters, marketers, and fans compete to be the best buzz spotters.

Jonah Peretti jonah@buzzfeed.com

Revenue Model
• Free, open platform for launching buzz • Premium services for paying clients: • Advertising as Content • Distributed Promotion: Widgets & Ads • Premium Tools & Extras • Trend Targeting

Free platform gets marketers and trend-spotters using our system and addicted to our metrics. Up sell premium services to clients that want more features.

ORGANIC CONTENT

SPONSORED CONTENT

Market Direction: Ads as Content
The future of the industry is advertising as content. Key Examples: Google sponsored links and YouTube promoted videos. Advertising and editorial content have the same format.

ORGANIC CONTENT

SPONSORED CONTENT

Advertising as Content on BuzzFeed
BuzzFeed partners can publish and promote their buzz on the BuzzFeed site. The promotion is native to the site and works as content and advertising.

STANDARD AD UNIT

BUZZFEED WIDGET

WIDGET OPTIMIZER CONTROLS

Distributed Promotion
Partners can syndicate their buzz using standard-size ad units and widgets powered by BuzzFeed technology. Widget optimization algorithms maximize click-through.

CUSTOM BUZZFEED WIDGET ON CLIENT’S LANDING PAGE

CUSTOM-SKINNED BUZZFEED MICROSITE

Custom Promotion
Partners can customize and control their buzz promotion with dedicated ads, widgets, and skinable microsites.

STANDARD AD UNIT

PAID DIRECT ACTION LINK

Trend Targeting
“Trend Targeting” dynamically places advertisements next to the hottest content. Advertisers know that their ad unit will appear the moment everyone is buzzing about something new. “Behavioral Targeting” was about one person’s interests; “Trend Targeting” is about identifying the moments when everyone’s paying attention.

Jonah Peretti jonah@buzzfeed.com

Competitors: Media / Ads
Media Mahalo Squidoo Wikipedia Reddit Digg Y! Buzz Advertising Viral Agencies BuzzMetrics BuzzLogic Rich Media Ads Social Media Ads FB’s Beacon

BuzzFeed

BuzzFeed is a tech company that takes the best from media and advertising. Competition will come from firms moving to the center.
Media companies are good at making compelling content. Advertising companies are good at optimization, targeting, and paid promotion. BuzzFeed will use the same platform to combine the best of both worlds. Competition will come as content and advertising converges and more companies enter that space.

Jonah Peretti jonah@buzzfeed.com

How Big Can This Get?
• A global technology platform for a completely trend-centric type of advertising and media • The most advanced network-aware, social media-aware system for publishing content • YouTube/Wikipedia for Buzz and Viral Media • The top outlet for every major brand that wants to grow buzz and word-of-mouth

Ad media and content companies have been passive for too long. BuzzFeed is building a new kind of media/advertising company where everything we publish is trend-centric and network-aware.

Jonah Peretti jonah@buzzfeed.com

The Team
Founder and CEO General Manager

Jonah Peretti
Co-Founders / Angels

Eric Harris (via Operative and Washington Post Co)
Developers

Kenneth Lerer John S. Johnson
Science Advisor

Mark Wilkie (via Gawker Media) Eric Buth (via NYU Comp Sci)
Senior Designer

Duncan Watts, (Columbia University & Yahoo Research)
Design Advisor

Chris Johanesen (via AIGA)
Senior Editors

Jason Kottke (kottke.org)

Peggy Wang (via MTV) Scott Lamb (via Salon)

Currently BuzzFeed has five employees plus advisors who work from an office in New York City’s Chinatown. We hope to double the size of the team before the end of 2008.

Contact
Jonah Peretti jonah@buzzfeed.com

buzzfeed.com