HOW TO BUZZ WITH MYSPACE - VIENNA, OCTOBER 2009 AMBUZZADOR MARKETING GMBH
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How to buzz with MySpace
Vienna, October 2009
© ambuzzador marketing gmbh
Intro
Welcome to our latest ambuzzador social media guide. This time we focus on the very first, very
successful network - MySpace
During this guide we will explain why MySpace still makes sense (some might say since facebook is
there, there is no need for MySpace anymore – we see it a little different ) and how you can handle first
steps on MySpace and what you can take out of your presentation at this “dino of social media”.
Since we do explain some steps in particular, we do not explain every single site or step on MySpace.
We believe that everybody is able to handle the very basic steps himself. If we did miss some points or
simply did not mention some important facts, please feel free to get back to us any time. Since it is our
first „MySpace guide“ we know that there is might be missing something – but we are keen to learn and
do better next time
ambuzzador marketing gmbh, October 2009
2
Agenda
• Social Media as marketing tool
• MySpace
• About MySpace
• Communication @ MySpace
• Presentation@ MySpace
• Applications @ MySpace
• Conclusion
3
Agenda
• Social Media as marketing tool
• MySpace
• About MySpace
• Communication @ MySpace
• Presentation@ MySpace
• Applications @ MySpace
• Conclusion
4
Why Social Media?
• There are 625 million active
Publish
internet users worldwide.
Share
MMO
About 71% of them uses social
media.*
Social
Gamers Discuss
• People are talking about your
Social
Media brand – good as well as bad
Virtual
Worlds
Social
Networks
experiences.
Livecast Microblog
• That´s your chance to
Lifestream
participate, learn and present
your brand.
•Study: Wave 4 – Power to the people, July 2009
The graphic contains only an example of social media platforms
5
Why go Social Media?
The chance for companies in using the new ways of communication.
• Social Media are online platforms, where people share their Know How & experience
and create their own content on topics and brands (text, fotos, multimedia).
• Communication changes from “one 2 many” to “many 2 many” – that means that
communication is no longer the production and providing of content only.
• Companies have to open their communication channels for dialog and interaction – if
they want to be and take part in the public discussions.
• It is important to respect the rules of social media, otherwise the effect is opposite.
• The goal is to integrate opinion leaders as multipliers in the communication process – to
grow in surface (=display) and authenticity.
• Social Media certainly have impact on business models, as people have the possibility
to gain publicity for any topic, any time.
6
Evolution of brands
How to stepwise develop the full 2.0 maturity.
Social Media
Maturity
• Peer 2 Peer
3 months
• Gain Digital Reputation Communication as part
– for the brand, the • IV Social of the value proposition.
offer, service & Brand
expertise. Social Media as
3 months part of the offer.
• III Fully Integrated Social
Media Communication
Social Media as communication
3 months channel for all departments. • Present the strengths
• Discover the strengths & offer of your brand
and potential of your • II Social Media Marketing as multiplier for in the right context.
brand from a target monster jobs & services.
group point of view. Be where the people are.
Generate benefit to trigger buzz effects.
3 months
• I Monitoring: Consumer Insight (B2C)
Listen to the needs of the customers.
Answer the questions where they occur.
time
7
Social Media Map | Germany
> 6,3 Mio > 7,0 Mio
+
> 5,1 Mio
Special Interest
> 5,3 Mio > 5,0 Mio Sharing
> 4,1 Mio
> 5,0 Mio Platforms
> 3,2 Mio
> 3,0 Mio
> 2,83 Mio
Private > 2.6 Mio
Networking
Business
Users
Networking > 1.3 Mio
> 1,2 Mio
> 900.000
> 500.000 > 900.000
> 430.000
> 300.000
>300.000
> 240.000
- > 140.000
+ target audience -
Update: October 2009
8
Social Media Map | Austria
+
Sharing
Networking Plattforms
Special
> 996.000
Interest
Business > 600.000
>570.000
Networking
> 550.000
> 470.000
> 375.000 Mio > 560.000
> 450.000
Users
> 300.000
> 170.000
> 180.00
> 175.000
> 150.000
> 65.000
> 60.000
> 30.000 > 25.000
> 30.000
> 14.000
-
+ Target audience -
Update: October 2009
9
Social Media Map | Switzerland
> 1,5 Mio Sharing
+ Platforms
Special Interest
> 760.000
> 430.000
> 350.000
> 350.000
> 290.000 > 260.000 Private
Networking
> 190.000 Business > 150.000
Users
Networking
> 140.000
> 120.000
> 110.000
>84.000
> 72.000
> 42.000
- > 40.000
+ Target audience -
Update: October 2009
10Agenda
• Social Media as marketing tool
• MySpace
• About MySpace
• Communication @ MySpace
• Presentation@ MySpace
• Applications @ MySpace
• Conclusion
11About MySpace
• more than130 million active users worldwide each month
• more than 70 million registered users in the US.
• MySpace Music is the most popular music platform on the web.
• MySpace acquired well known music platform iLike - > MySpace Music will
become even bigger
• Joining MySpace is free – at least “standard” profiles
• MySpace is international – it hosts different country specific platforms, but lets you
connect globally.
Founders owned by
Fox Interactive Media
Chris DeWolfe Tom Anderson Brad Greenspan
Sources: http://www.myspace.com/pressroom?url=/fact+sheet/
12Who‘s on?
• MySpace is a place for private persons, SMEs & global Players.
• Typical audience: young individuals, musicians & bands
• 54% of MySpace Users are between 14 and 29 years.
• Average age: 25 years
• Gender: 52% male, 48% female
• Common interests: Lifestyle & Entertainment
www.myspace.com
Sources: http://creative.myspacecdn.com/de/advertising/sales/media/Info/MySpace_Mediadaten.pdf, http://www.myspace.com/ukadvertising
13Agenda
• Social Media as marketing tool
• MySpace
• About MySpace
• Communication @ MySpace
• Presentation@ MySpace
• Applications @ MySpace
• Conclusion
14What can a brand do on MySpace?
• Representing! A MySpace Profile is the first step into the mind of MySpace users.
• A MySpace profile can also be seen by non-MySpace members.
• Fans can commit themselves to a brand.
• Applications enable fans to recommend brands in a funny or interesting
context.
• Fans stay connected & receive actual news, updates and information.
• Interaction, mobilization & BUZZ effects through lotteries and competitions.
• Publishing news or insights: blogging, publishing videos & music, sharing pictures
& flyers
• Integration of further social media channels like twitter or blogs
• Driving traffic to company websites or offers. Some well placed links lead interested
users to your company’s offer.
• All those actions result in a growing fan base and help to establish a social brand.
They should not be seen as standalone activities but as a whole – but obviously there is
no need to force each aspect if there is no content for it.
15Communication @ MySpace – Cheat Sheet
image who what how participation
• MySpace is cool, so • always choose staff • information • Set up a policy for all • be active in
you should be too! that is interested in • news your employees. Here discussions
social media and are many examples
• insights
talkative for companies´
• but do not try to be • fun stuff • talk with fans
cool, if there is policies for Social
• videos Media:
nothing cool… • do not force
• pictures http://ow.ly/t2r8 • upload media in order
employees into social
• to enable fan
media studies • use the direct way.
• always act personal participation
• reports Don‘t try to avoid
• blog posts critical questions. If
• do not hide behind they happen, respond • offer competitions
anonymity and • twitter
directly.
departments
• NO SPAM
• always respond in
• do not push to much time! There is no need
to let people wait.
social media
personal no commercials direct participate active
addictives
do not „do“ social media – be part of it – live it
16Communication Policy @ MySpace
• A policy provides your staff with a guideline. This makes it easier for them if it comes
to questions and decisions. With a policy, that sounds not to much like a law, your staff
will be able to avoid running into common problems.
• Key aspects of a social media policy
• Declare yourself as an official channel of your brand. Ideally with real people as
contacts.
• Have a short bio which explains why you are on MySpace – this is a good place to
link to your other channels.
• Avoid publishing personal opinions and emotion.
• Do not talk about your competitors.
• Deliver insights as long as they are beneficial for users, but do not provide
competitors with knowledge to overtake yourself.
• Support clients – concrete and useful. Do not tell them to read the FAQs or similar
• Feature customer experience! If someone talks about you in a good way, let him
say it loudly and proudly on your profile
• Thank users / fans for their input (via mails, comments, etc.) and show
improvements!
17Communication @ MySpace
Interaction between users.
• Compared to other networks, communication on MySpace is pretty simple and does not
need much preparation – if you‘re active in social media.
• Most communication takes place in guestbooks
• Since „Profile 2.0“ was launched it is also possible to chat instantly with friends
• Friends and the amount of friends are displayed by default (can be changed) – this
enables easy communication & connection with friends of friends…
Guestbook entries on www.myspace.com/nokiamusic Friends display on
Instant chat window on
www.myspace.com – when logged in www.myspace.com/nokiamusic
18Agenda
• Social Media as marketing tool
• MySpace
• About MySpace
• Communication @ MySpace
• Presentation@ MySpace
• Applications @ MySpace
• Conclusion
19Presentation @ MySpace
• As mentioned before, MySpace allows
profile editing via HTML & CSS.
• Furthermore it is also possible to
embed Flash & Javascript techniques
• If those words are complete strangers
to you, do not worry – you don‘t need
to know them ;-)
• MySpace, of course, offers the
possibility to set up and customize a
profile via a setup assistant.
• A basic MySpace profile can be found
on the right hand side – we will explain
the features on the next sites.
http://www.myspace.com/supportedbyat
20Presentation @ Myspace
1 Generally speaking, HTML & CSS knowledge
helps a lot in order to customize a MySpace
Profile
1
The header is, obviously, the eye catcher and
should therefore be chosen wisely. If you do
not have a graphic for upload, MySpace
provides you with basic header settings (color,
width, height, etc.)
2
The „about box“ shows your profile picture,
3 your status, last login and provides others with
links to your pictures and videos (of course you
can choose whether they can be seen by
everyone or just by friends)
3
The music player is just one out of many
features that can be displayed here.
Slideshows of your pictures and many more
2
multimedia content can also be displayed.
http://www.myspace.com/supportedbyat
21Presentation @ MySpace
1
1 Here is where the users can take action. 5
Adding you, sending messages, seeing your
2 myspace url, instant message, etc…
2
3 The MiniTweet is just another application that
stands for the many others that can be
implemented. The MiniTweet shows your latest 3
twitter activities right here on your MySpace
profile. 6
4 General Info shows the information that you
provide in the edit profile section. You do not
have to provide much information – although it 7
might help to get into contact with the right 4
target audience.
5 This box shows your latest MySpace Blog
entries and enables users to subscribe to your
blog.
6 The about section is pretty simple: It shows http://www.myspace.com/supportedbyat
what you want to say about yourself. Simply
edit it in order to give a brief overview about
your profile. 7 Friend Space: Shows your friends. If you want,
you can prioritize them so that the „most
important“ friends show up first.
22Presentation @ Myspace – design examples
Just an example of how a MySpace profile can look too, if you invest into someone who
understands web programming
http://www.myspace.com/nokiamusic
23Presentation @ Myspace – design examples
http://www.myspace.com/sportfreundestiller
24Editing MySpace
1 The navigation menu is always there.
1 No matter if you‘re on your dashboard or
an actual profile. If logged in, it shows
2
what actions can be done
3
2 This box shows the URL of your
myspace profile, provides you with a link
to the edit page and a link to the page
themes. These themes are designed by
myspace an can be applied to
everybody‘s profile.
3 The section on the very left hand site
allows you to upload and edit photos
MySpace Dashboard after login – and videos and to manage your
yours might differ a little calendar and blogs. Furthermore it gives
depending on your picture and you the chance to view all of your pages
and to check the amount of your profile
settings.
views.
25MySpace Dashboard
2
1
The right hand side provides you with 1
information about current events
(alerts) like birthdays, events, firend
invitations, etc.
It displays a separate box for birthday
reminders – so you won‘t be able to
miss your contact‘s birthdays
2 The left hand side shows suggestions
of people you may know. This happens
based upon the information you
provide within your profile (country,
city, etc.)
MySpace Dashboard after login –
yours might differ a little depending on
Furthermore it shows your latest your picture and settings
visitors – unless they turn this feauture
of. Of course it is possible to surf
anonymously
26The order of all boxes can be
MySpace Dashboard changed and all boxes can be closed
so that you do not have to see boxes,
you do not want to see. Simply create
1 your dashboard the way you like it
1 This Box shows your current mood and the
mood and statuses for your friends on
MySpace. It enables you to comment on these
or read the comments of your connections.
2 The activity box shows you friends‘ latest
3 activities (uploading pictures, changing their
profile,…).
2
3
The friends‘ bulletin shows what your friends
published lately – one can always choose
whether new content should be published or
not.
4
That‘s the place for your friends. It shows
your latest friends (or, if you want to, „your top
friends“) and provides you with a search
4 function so that you don‘t have to browse
through all of your friends.
27Beyond the about me box are even more
boxes that can be filled with content. We
MySpace Edit Page don‘t show all of them here – we think you
are able to read through them by yourself ;-)
The edit profile section is the place where you can
add content to your profile.
1
1
On the left hand side is the navigation which leads
2
you through the edit section. This stays always the
same.
2
Box #2 shows the about me section which can be
customized here. You can add text or html/css code.
When you decided to stay with a MySpace Profile 1.0
this is the only place where you can define the look
and feel of your profile. If you use the 2.0 version of
your profile, there are more customization options
which we will se on the next site.
28MySpace Edit Profile 2.0 1
When you navigate to the „design profile“ tab, it
opens automatically your profile and shows you the
edit tab on top of your screen.
This design Tab is, once more, divided. The first
section you can choose on the very left side is the
„appearance“ menu.
2
Within the appearance sections you can change
your:
1 • design (MySpace offers some templates)
2 • layout (how should the boxes be aligned) 3
3 • advanced editing (background colors,
module colors, etc.)
4 • and your own css.
As you can see, every single menu offers even
more customization options. The easiest way to 4
find out how you want to have your profile might be
to play a little around and check your changes in
the preview. It‘s quite intuitive
29MySpace Edit Profile 2.0
The module sections shows you modules
that can be added to your profile. There are
quite a few modules that can help to increase
the interaction of your profile.
1 3 Examples of modules are:
• Video Player 1
2
• Comments 2
• Music 3
• Activity Stream 4
6
• Picture Slideshow / Gallery 5
4
• Music Player 6
5 • Video Slideshow
• Links to Videos 7
7
Obviously this is not everything. There are
many more modules in many more
characteristics.
30MySpace Profile – 3rd Party Styling
• Since MySpace does not have as many restrictions to
it‘s layout as facebook, there are some 3rd party
companies that offer style for MySpace profiles.
• There are some which make it mandatory to purchase
their styles – but there are also a lot of free offers (you
might see the logo of the developing company on your
profile)
www.pimp-my-profile.com/
• If you want to implement a style from a 3rd party, you www.msdump.com/
simply have to embed the html code the vendor offers
right where it tells you – that‘s it. Pretty easy and not as
time-consuming as playing around with html & css for
ages
• Some examples of 3rd party vendors can be found on the
right side. But as mentioned, this are only examples.
There are a lot of vendors that offer similar services. www.custommyspaceprofiles.com/
Simply try Google in order to find other vendors.
• e.g: http://tinyurl.com/y966xga
31Agenda
• Social Media as marketing tool
• MySpace
• About MySpace
• Communication @ MySpace
• Presentation@ MySpace
• Applications @ MySpace
• Conclusion
32Applications @ MySpace
MySpace rapidly increases the use of applications and
their development. Almost like facebook, MySpace offers
applications (or widgets) for every kind of type or every
situation.
Right now MySpace offers about 25 different
categories. It starts with automobile applications, events,
food & beverages, music, weather and goes to pets, Uni Application Overview: http://apps.myspace.com/
& videos.
The installation of each widget is quite simple. Simply
choose the one you like and add it to your profile. Before
adding it, you can always have a brief overview about all
features when clicking on the try button.
There is no limit set – so you can basically add as many
applications as you like. As far as it makes sense to you Widget Preview:
http://profile.myspace.com/Modules/Applications/Pag
– to much applications might be the reason for very es/Canvas.aspx?appId=156349
confusing profile pages.
33Applications @ MySpace
• Since MySpace is happy about every new
application, it is not only MySpace who develops.
MySpace offers the so called „open platform“ and
provides developers with the application API,
MySpace IDs and tutorials. For more information,
simply head to the online dev center
http://developer.myspace.com/community/
• Besides providing information online MySpace http://developer.myspace.com/community/
also holds different development camps each
year where developers gather and learn from each
other.
• Knowing these two facts above, it is obvious that
there is the chance to create tailor-made
applications for everyone's purpose – which
could lead to great BUZZ effects
34Agenda
• Social Media as marketing tool
• MySpace
• About MySpace
• Communication @ MySpace
• Presentation@ MySpace
• Applications @ MySpace
• Conclusion
35Conclusion
• MySpace is the “dino” of social networks
• Still an important player - especially within niches (music & creative scenes)
• Music is one big target area – bands, musicians & fans use MySpace to connect.
• Nevertheless MySpace looses users – especially compared to facebook
• MySpace tries to fix this issue (losing users) and develops more and more
facebook-like applications.
“a place for friends”
36Sources
• http://www.google.com/adplanner
• http://webevangelisten.de/
• http://www.network-relations.de/tag/userzahlen/
• http://www.integral.co.at/de/aim/
• http://www.myspace.com
• http://www.sven-plaggemeier.de/2009/03/bebo-noch-ein-soziales-netzwerk/
• http://www.comscore.com/Press_Events/Press_Releases/2009/2/Social_Networking_Fran
ce
• http://snurb.info/node/907
37© ambuzzador marketing gmbh
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