Past Meetup

Catching a Virus: People and Brands Monetizing Viral Media in Real-Time

This Meetup is past

293 people went


Catching a Virus: Brands and People Monetizing Viral Media in Real-time



Richard Spalding CEO, Co-Founder of The 7th Chamber (

The 7th Chamber is one of the most successful (and awarded) content seeding agencies in the world helping brands like Procter & Gamble, MTV, Nestle, Aston Martin, Disney, Gucci, and Nokia reach their online audience.

Ryan Cordell Father of the kids who masterminded the Two Girls and aPuppy ( hit viral campaign in January and Asst. Prof of English & Viral Media, Northeastern University. Research has been featured in The Atlantic, on Radio Boston, and on the CBC Radio program Q. He also writes about technology for ProHacker.
Presentation Topic: “Viral Media 150 Years Before the 'Like' Button”


There was a time when the idea of "catching" a virus was considered deadly to our ecosystem. But in these technological times of multi-media created and shared exponentially by everyone around the world from mega-corporations, to college kids in a dorms, to baby boomers and beyond, we are just beginning to understand and harness the beauty and power of making something "go viral".

Far from being a deadly contagion, viral media is universally considered to be the "oracle" of the internet -- elusive, much-sought after, valuable and insightful in ways that we don't yet fully understand and possessing the ability to transcend prejudices, language and cultural barriers. There is something compelling, mysterious and completely irresistible about media that sprouts up seemingly out of nowhere and ignites millions of people to engage with it, act on it and share it immediately and repeatedly with their entire social network. Of course, we've also come to understand that, somewhere in this elusive puzzle, lies tremendous opportunity to gain a large audience, to spread powerful ideas and to earn revenue -- all of which can fall under the category of monetization.

Join us for this special event to celebrate the relaunch of NY Viral Media Meetup ( (@nyviralmedia ( as we assemble an all-star panel of thought-leaders (bios below) in viral media who are at the forefront of creating and monetizing the media we love to share.

Among other things, we will discuss how they create and capture the excitement of fast-moving, unpredictable viral campaigns and are able to monetize ideas, social movements and "crowd-emotions" in real-time. We'll not only explore specific viral media campaigns, but also what it means to "monetize" viral media and what we could or should be doing differently to perfect the craft. We'll also explore the psychology behind sharing viral media (what makes us want to share, what do we get out of it, why is it the "oracle" of the internet and are we using this medium as effectively as we can?). Additional questions we'll explore:

How has viral media changed (for the better and for the worse) over the past two years? Where are the real opportunities for sharing ideas, content and earning revenue in viral media? How are brands creating, executing and quantifying successful viral media campaigns (and can we emulate their formula)? Is there a viral media "magic formula"? How are the music, entertainment and advertising industries defining and monetizing viral media similarly and differently? Are crowdfunding platforms helping entrepreneurs change the game with pre-startup-launch viral campaigns and funding? What metrics/analytics are in place (or are needed) for us to better understand how and why certain media is more contagious than others? Can viral campaigns be executed consistently as a solid business model? We look forward to an engaging, fun and insightful discussion with our panel of thought-leaders and to your participation!


6:30 - 7:00PM - Mingle, drinks, light food
7:00 - 7:15PM - Presentations
7:00 - 9:00PM - Panel, Q&A
9:00 - 9:30PM - More mingling and good night!


Ben Relles ( (Head of Programming Strategy, YouTube ( (@benrelles ( Ben Relles is currently Head of Programming Strategy at YouTube, and in this role Ben is responsible for helping content creators build their audience and develop their YouTube strategy. Prior to joining YouTube, Ben was Vice President of Programming at Next New Networks, ( a leader in online video content.

Ben is the creator of the comedy network Barely Political (, whose content has now been viewed over 1.5 billion times. Ben started the channel when he created the "Obama Girl" series of videos, which became an international phenomenon and became one of the biggest memes of the 2008 election. Ben continues to oversee the Barely Political comedy network which has featured hit shows including The Key of Awesome, Super Therapy, and Auto-Tune the News. Ben received his MBA in Marketing from the Wharton School of Business.

David Berkowitz ( (Vice President of Emerging Media with digital marketing agency 360i ( (@dberkowitz ( David Berkowitz develops social media and mobile marketing programs for Fortune 500 businesses and leading brands such as Kraft, Mattel, and Bravo. He has written more than 400 columns for MediaPost, and contributes to 360i's Digital Connections, Ad Age's Digital Next Blog, and his own He has spoken at more than 200 events including SXSW, Web 2.0 Expo, iMedia, and ThinkMobile, with guest lectures at Yale, MIT, Google, and Coca-Cola. Since 2012, he has run, a program helping brands and startups learn from each other.

Prior to 360i, he served as director of marketing for Viewpoint's rich media advertising group Unicast and marketing firm iCrossing. Previously, with research firm eMarketer, he interviewed 175 executives, authors, and analysts on the cutting edge of technology and business.

He is frequently quoted online and in print, having appeared in The New York Times, The Wall Street Journal, Reuters, the New York Post, the Associated Press, and USA Today. Ad Age, Ad Week, and PR Week have all named him among the most influential advertising and marketing professionals on Twitter. He has a BA in Psychology from the State University of New York at Binghamton and served on his alumni association's Board of Directors. He currently lives in New York City.

Brandon Martinez ( is the Co-Founder & CEO of INDMUSIC (, the largest YouTube Multi-Channel Network for unsigned and independent musicians and labels. Current Channel Partners include Decon, Mad Decent, IAMSOUND, okayplayer, Baeble Music, Brendan Benson, SongsToWearPants, and ClaraCMusic. INDMUSIC was founded in 2011 with Jon Baltz (VP, Administration), Allen Debevoise (CEO, Machinima), and Guy Oseary (Partner, Untitled Entertainment). Previously, Martinez was the Head of Digital Media at Abrams Artists Agency, a top 10 bicoastal talent & literary agency. Martinez has spoken at CMJ, SXSW, NATPE, and many other events. He was an inaugural member of the International Academy of Web Television as well as the Blue Ribbon Panel for the Streamy Awards. In 2012, Martinez was asked to join the board of Digital Music Forum East. He has been published in Billboard Magazine for his thoughts on music topics relating to YouTube. Twitter: @Awesomeosity (

Ryan Cordell ( (@ryancordell ( is the dad whose kids showed him up and gained nation media attention when their "two girls and a puppy (" viral media campaign to get their parents to buy them a puppy received well over one million “likes” on Facebook just seven hours after being posted this past January.

Ryan is also Assistant Professor English at Northeastern University ( in Boston. Ryan is also a Core Founding Faculty Member for the NULab for Texts, Maps, and Networks (, Northeastern's new center for digital humanities and computational social sciences. Ryan studies the history of viral media. He is currently collaborating with colleagues on the "Infectious Texts" project which will study tens of thousands of viral texts from pre-Civil War newspapers and magazines, seeking to understand what factors helped certain pieces "go viral". Ryan's research has been featured in The Atlantic, on Radio Boston, and on the CBC Radio program Q. Ryan also writes about technology for the blog ProfHacker at the Chronicle of Higher Education.

Being on the other side of a modern viral media event with his children executing one of the most successful viral campaigns so far this year has led Ryan to think about how the lessons of his historical research might help us understand viral "texts"—be they tweets, photographs, or videos—today.

Ryan received his BA in English from The George Washington University and his Ph.D. from the University of Virginia.


Charlie Oliver ( (@itscomplicated ( Charlie is Director of Digital Media Strategy at Served Fresh Media ( which provides digital media strategy and social media amplification for live, large-scale events and startups globally.

Charlie’s years of experience in the trenches of old media include working in advertising in New York at such media goliaths as BBDO Worldwide and Condé Nast, to producing sitcoms and dramas at Sony Pictures Entertainment, Paramount Pictures, Warner Brothers, Dreamworks and Oscar-award winning indie production companies, to event management at Sundance Film Festival.

She segued seamlessly into tech and new media as a web video producer where she created and produced experimental web video projects such as an 8-hour live webathon for the 2008 presidential election. Soon thereafter, Charlie formed (an online talk show web video site) before moving on to Served Fresh Media. Charlie also manages Brooklyn Venture Community Meetup (, Tech Town Hall Meetup and moderates panels and discussions on market trends and hot topics at live events.


Founded in 2003 The 7th Chamber ( is an award winning social video agency helping brands and agencies get the most out of their video campaigns. It works with many of the Fortune 500 brands, including Gucci, IBM and Audi and has offices in New York, Chicago, LA, Amsterdam, London, Singapore, and Sydney.


Offerpop ( is a super easy-to-use social marketing platform for Facebook and Twitter. Marketers across the globe use Offerpop to build active fan bases, optimize their social content, and unlock rich, actionable data that converts fans into customers. From small businesses to top brands like Amazon, Pepsi, and MTV, companies use Offerpop to drive success across their key marketing channels. Offerpop is a Facebook® Preferred Marketing Developer, qualified by the PMD program in Apps. Try us out for free at (