Tag Archives: myspace

Social media marketing – what works / what doesn’t

Forrester’s social media analyst Jeremiah Owyang provides a nice overview of brands which have attempted social media marketing using fan pages, widgets etc.

In a nutshell, activities – like fan pages – need to encourage communication and community building within the social network, not direct them offsite (because, presumably, it interrupts users’ conversations and communication).

One nice example is an Alicia Keys fan page, which revealed exclusive news, events etc. Fans are driven to join, debate, sign up to events, share and so on. I’m assuming this has a lot to do with why and how fans think – such as playing one-upmanship and showing other fans how much of a bigger fan you are.

Read Jermiah’s blog post on Web Strategist

What is OpenSocial and what now for Facebook, MySpace, Bebo users?

Google, all round good egg that it is, is encouraging all social network sites to allow their users to talk to each other. This is good news for users who are having trouble trying to manage all of multiple social sites they subscribe, each one with their own different group of friends.

The project will allow developers to make services more interoperable – one application of the future might be that users be allowed to view and manage their sites via one console.

Many of the social sites have agreed to get involved – which is surprising, given that each one wants to keep their users in their own advertising laden walled garden. That said, this has happened before – none of the many instant messenger products used to be able to talk to each other. Now many of them can, but only because users demanded it. Think about it – why would you sign up to a telephone service which only lets you to call people on the same network? You sign up to talk to your friends and family. If you can’t, you then go to the service which has the widest coverage or one which connects to other networks.

Let’s hope Google’s corporate mantra ‘don’t be evil’ applies to the search giant’s push for OpenSocial adoption by social networks. After all, if anyone knows how to monetise a web services, it’s Google.

Read a new interview with Google’s Kevin Marks, an engineer on the OpenSocial project.

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Newsround on Bebo – better than Kaplinski on MySpace

Welcome to Five News on MySpace

Add to My Profile | More Videos

MySpace is owned by NewsCorp, which owns BSkyB, which runs Sky News, which produces news for Five, which…

You get the picture. So why is the Five News / MySpaceTV story being touted as a huge deal across media outlets. Is it the ‘Kaplinski effect’?

It’ll be interesting to see how the bulletin gets around teens complete and utter disinterest in anything newsy. A teen friendly running order? Will reports resemble a slightly older version of the BBC’s Newsround?

Come to think of it, why doesn’t the BBC extend its recent Radio1 partnership with social networking site Bebo and broadcast Newsround to its users? A perfect target audience for this show wethinks.

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How to attract users to your website – Bebo style

Getting people to visit your site is easy. Getting niche audiences to visit your site is even easier.

Ask Bebo. They’ve has teamed up with the BBC’s Radio 1 to screen a special episode of the social network’s online drama series ‘KateModern’. The episode will feature bands featured from Radio 1’s Live Lounge of Sunday.

This is a classic example of the value of giving your core audience targeted content. Host something worth visiting – really worth visiting – and they’ll visit you. Seriously – ask E4 and its ongoing huge MySpace Skins campaign which features exclusive video content before TV broadcast. Not got a TV production crew to hand? Fear not, why not try allowing users exlcusive access to a party / rave via your MySpace profile, as per E4’s own Skins’ party invite on its MySpace profile.

VideoJug works with MySpace

We love VideoJug. It’s a perfect example of how the web can provide genuine value for users.

This morning’s City A.M. reports that VideoJug’s now teamed up with MySpaceTV for a ‘content deal’. That said we can’t find anything about a formal deal, financial terms or revenue share – nor whether any subsequent revenue is passed on to the makers of the videos.

Fair play to VideoJug for continuing to provide balanced advice after the partnership with MySpaceTV – watch VideoJug tips on how to improve your Facebook profile.

If you’re not familiar with VideoJug, they’re a bit like AOL UK’s ‘Show Me’ advice videos.

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Social networks and teens: Wrecking youth clubs

Social networks may harm the already challenging task of getting young people to join community projects according to a report by Big Lottery Fund Scotland.

While young people interviewed for the report said they were still interested in local face to face group initiatives, many said they preferred to spend time exploring online groups.

A lack of time among teenagers was blamed for the lack of interest, but the report wasn’t all dot doom and gloom. Sites like MySpace, the report said, “gave young people a chance to interact and communicate with other, find out information and learn about new things.”

Fortunately, the report also recognised the value of the web for those in rural areas facing transport issues, as it “gave them a chance to chat with people from long distances who they wouldn’t be able to talk to face-to-face.”

Our two penneth on the report? So much more could be done to build on the huge popularity of online platforms. Even go so far as to partner with them, rather than try to compete with them.

Use them to bring young people together offline at computer clubs. We’re not suggesting Islington Council youth clubs start a flashmob, but why not start some ‘how to’ youth club sessions on modding your MySpace or Bebo profile?

We all want to be popular and get more friends to visit and join our online groups – so show teens how, along with value-ad advice on web safety and walk throughs of local health and career information websites they can explore further in their own time, should the need arise.

Read more about the New Communities report at Big Lottery Fund Scotland

“Drama queen” Facebook and deleting your profile

Will Facebook ever let its users delete all traces of their online existence in one easy step, asks tech blog gadgetell.com.

The debate about old blogs, posts and social network profiles coming back to haunt users shows no sign of slowing. It’s no doubt a reaction to the growing concern by now mature job seekers who are worrying that their job applications are being rejected by HR execs because of an anti-Starbucks blog post dating back to a time when Marylin Manson was edgy.

If you don’t know why the Aleksey Vayner story should be read by everyone with a pithy blog or kerazy social network profile, then read this letter in the FT.

Read more gagdetell.com’s post about permanently deleting Facebook profiles.

Watch a video of how to disable Facebook applications (thanks to Jeremiah Owyang of Forrester for the link).

Harper Collins creates ‘talent network’ with social site Authonomy

Not sure how sites like ABCtales will take this, but publisher Harper Collins UK is launching a community website for budding authors called Authonomy.

The new social networking site launches in 2008 and aims to create a hot bed of new talent with popular authors getting their work considered for publication.

Internal user recommendations and votes will play a role in recognising new talent, but we’re assuming web traffic to author profiles will also be thrown into the mix.

Victoria Barnsley chief executive of HarperCollins told Brand Republic that the site will help authors get support and feedback from a large audience – in addition to the usual praise from family, book group or wide circle of friends.

Nice idea this. But we’ll leave you with four questions:

1) How will new authors take to the platform? Sure, there’ll be an initial flurry of profile creations and manuscript uploads, but how will authors react when the big bad multinational publisher only picks the top one per cent of all manuscripts uploaded (if that)?

2) How’s this going to make money? Charging an admission / subscription fee would be like a one of those dodgy modelling agencies which charges wannabees a fee to get on their books, only to never, ever get an assignment. No, ads are the way forward, especially personalised ads. So can we expect to see an ad for an Andy McNobb novel whenever we visit a profile which mentions ‘war’, ‘soldier’ or ‘pot boiler’?

3) How soon will it be before music publishers or film distributors set up something similar (if not already?). Once partnerships between publishers and existing social networks like MySpace take off, how long will it before they set up their own social network or ‘talent’ network? There’s huge potential for long tail social networks, but music, literature and film are obvious no brainers when it comes to uploading media to the web.

4) What’s happening with the ‘1999.com’ look Harper Collins UK website? Didn’t the publisher appoint a web agency to revamp it? Like, last year?

Advertisers – how to audit a site for your ads

Another day, another post about iMedia Connection. But this is genuinely useful.

As I said in my recent post about the Facebook advertising ‘storm’, advertisers have always been at risk of being placed on a page with objectionable content. It happened a while back with another major portal apparently.

Read the ad audit article in full.

Advertisers drop social networking – so what?

It had to happen. The AA, Vodafone and other major brands are experiencing first hand the risks of advertising on a popular but unregulated platform.

Many have doubted social networking and its ability to monetise products for months, but this is surely going to add airplane fuel to the fire. The one clear revenue stream they had has now been undermined.

Surprisingly, this is nothing new when it comes to websites – even for traditional ‘magazine’ sites which create and monitor their content. Brands are happy to advertise on envelope pushing magazines because they are assured by a publisher’s commitment to churn out ‘responsible’ and controlled content. But if a media buyer or brand ever feels a publisher’s gone too far (whether it be links to external user generated content or staff produced copy), ads will be pulled. Remember ads being pulled from Monkeymag.co.uk?

Websites like Facebook and MySpace are in a tricky position – more monitoring and censorship will see audiences up sticks and move to another less regulated platform. Smug web purists will, of course, tut out the usual observation that this is a perfect example of why the ‘people’s web’ can’t be monetised. But given that they still think the moon landing didn’t really happen, let’s ignore them for the time being and pretend revenue is a crucial factor in web innovation.

So – what are the real alternatives to revenue? Subscriptions? User data mining and market intelligence consultancy?

I’m going to suggest that very little will change. Except that ads will be relegated to safe pages (log in screens, home pages and section home pages e.g. MySpace.com/music). Like a magazine, these ads will sit next to content that’s been selected and showcased by a human editorial team.

Who knows? It could even be a money spinner once the panic has settled down – reduce the number of ads and watch those placement fees rise. Expect to see homepages (or bland log in pages for profiles) work much, much harder.
Read more about the ‘Storm over ads on social sites‘ over on Brand Republic.