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Strategy report
TO: Proximity Social Networking Team FROM: Gina Casimiro DATE: September 21, 2009 SUBJECT: MySpace strategy analysis

Here is my MySpace strategy analysis report. Although MySpace is no longer the leader of the Social Networking society, MySpace has been strategizing new ideas to keep up with other popular networks. MySpace has recently announced new offered services. They have joined forces with Twitter and iLike. It will be up to the Gen Y account holders of MySpace to determine the success of the network.

MySpace is a social networking website that allows users to become active with various applications. It was founded in 2003 by Tom Anderson and Chris DeWolfe (Google Finance). MySpace is bases in Beverly Hills, CA, USA owned by Fox Interactive Media (Wikipedia 2009). MySpace generates revenue exclusively from advertisements. A 2009 statistic approximates there to be 76 million members for the United States only (Web Strategy 2009).
 * Profile**

The primary force driving competition in Social Networking is the new applications that are being released. People can meet, or keep in touch with others on any Social Networking site. The part that will catch the attention of Gen Y are the applications that are entertaining and diverse. MySpace, one of the first Social Networking sites, has gone down in rank versus other newly released and growing networks. MySpace faces competition to create the newest applications that will be popular for all people. The Social Networking landscape is growing and it is unpredictable from day to day what Gen Y will support.
 * Competitive landscape**

MySpace has chosen to enhance their site by joining forces with their competition Twitter. MySpace is offering a two-way syncing with Twitter. The updates that are posted on a MySpace account will also be updated on Twitter and vice versa (The Washington Post). The two-way syncing will offer convenience for users. Ilike is a social music service. MySpace has made an agreement to obtain iLike (Business Wire). MySpace has always supported the music industry and offered music to their users. The combination of the two companies can take social networking and music to the next level.
 * MySpace strategy**

Although the young teenage population is still dedicated to the use of MySpace, there is no shocking news that MySpace is not the most popular network. What will it take for Gen Y to choose MySpace? MySpace already offers the ability to listen to music and contains celebrity pages for users to view. MySpace has a good chance of keeping up with the social networking society by joining forces with other companies. Teaming with Twitter and iLike can bring more music lovers and celebrity fans. It is the perfect time for MySpace to pursue new ideas with other companies to please Gen Y.
 * Gen Y implications**

Blog proposal
TO: Proximity social networking team FROM: Gina Casimiro SUBJECT: Blog post proposal DATE: October 27, 2009

I propose that we do our Proximity blog post on the new Widget, QuickConnect. This post can be used to attract Gen Y to all aspects of social media. Many Gen Y users are checking their social networks often. QuickConnect will allow students to connect their school work with their social network of choice. This widget will connect a learning system, such as blackboard, to a social network so that teachers and students will be able to communicate effectively and conveniently.
 * Rationale**
 * Sources**
 * []**

Report proposal
TO: Proximity social networking team FROM: Gina Casimiro SUBJECT: Proposal for report of MySpace DATE: November 17, 2009

Social networking is dominating the internet world. MySpace is one of the first sites to enter the social network. It must now emerge in the network to gain more users and popularity. I propose to write a report on who can utilize MySpace.


 * Need**

Social networking is becoming a competitive market where applications are being added to meet user’s needs.

· A network where it is easy to find and communicate with friends or find and meet new people.

· Using MySpace you can make use of various applications for entertainment.

· Music lovers can utilize the music application to find artists and listen to music.

· Promotion tool for musicians are artists.

Clients of Proximity who would like to target GEN-Y consumers need this report to understand the uniqueness of MySpace’s applications and the diverse demographics it holds.

The Proposed report, “MySpace, more than just a social networking tool” will cover the following topics:
 * Topics**

· Who is using MySpace? What are the demographics?

· MySpace for creative and unique users.

· MySpace for artists and musicians.

· MySpace mixed with other networks.


 * Sources**

The items are key sources for this report.

Quantcast. MySpace.com (2009, November) Retrieved November 21, 2009 from []

This website proposes the demographics of all the users of MySpace. The demographics include gender, age ranges, and race. This information can help proximity determine what type of client they can target.

Graser, Mark. Myspace Rolls out Music Videos (2009, October 21). Retrieved November 21, 2009 from []

Graser mentions about how MySpace plans to connect with record labels to release music videos on the network. This will attract both the music lovers and the artists who are trying to promote. It also talks about the collaboration with ilike for user to download music.

Fox News. Carrie Underwood Streaming Opry concert on MySpace (2009, November 19). Retrieved November 21, 2009 from [] underwood-streaming-opry-concert-myspace/

Technology allows Carrie Underwood to stream live her concert on MySpace by uniting with The Grand Ole Opry. Artists will be able use MySpace to share their music with their fans. Schonfeld, Erick. Myspace Hooks up with Twitter, Offers Two-Way Sync (2009, September 19). Retrieved November 21, 2009 from [] This two-way syncing offers convenience for users who are using both MySpace and Twitter. Updates that are posted on Twitter will also be updated on Myspace. This syncing will help proximity target GEN-Y users that are utilizing multiple social networks.

Team conference presentation proposal
o Which social networking service appeals to Gen Y?  o  What applications are being utilized the most?

Sales letter and report prospectus
December 1, 2009

Ms. Amanda Shifflett, Director of Marketing Bad Boy Records 701 E. Queens Blvd, NY 41286

Dear Amanda:

I enjoyed talking with you yesterday at Proximity’s Next Generation Media seminar regarding Bad Boy Records need to promote its music to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing how artists can promote their music on social networking sites.

As you noted yesterday, Bad Boy Records feels that it must establish brand identity with Gen Y now in order to sell its products to that group when they look for entertainment. I believe Proximity can work with you to devise a comprehensive campaign that uses on-demand media and social networking to achieve that goal.

I can provide you with customized survey and focus group results to help shape Bad Boy Records’ image as the source of entertainment. I can advise your sales force on how to position new products and also make multi-platform ads that appeal to Gen Y. In addition, I have trained student marketers who can promote Bad Boy Records on MySpace. Our research shows that using student representatives to friend social networkers is a far more effective strategy for reaching Gen Y than using other advertisments.

I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on Bad Boy Records’ Gen Y brand image. After that session, you can meet with members of our group to discuss how Proximity can help you meet your marketing goals.

Sincerely, Gina Casimiro Associate Media Analyst

enclosure

||  //connecting with Gen Y using ////social networking // ||^   || **Social Networking: How you can use MySpace ** Gina Casimiro //MySpace is a growing network that can be used my various people // || Gen Y is migrating to the latest social networks. A recent network, Twitter, allows Gen Y to follow celebrities and what they are doing. Social networks are in competition to have the leading spot. Many applications are being released in order to catch the eyes of the users and members. || //Proximity //focus group results show that Gen Y viewers value social networks that have applications that are relevant for their use. They //will// pay attention to creativity, entertainment, and convenience. This report details how social networks and other corporations are teaming up to build a new and improved network for users. Social networking can be utilized by businesses, artists, celebrities, and Gen Y. Proximity is focusing on how everyone can utilize MySpace.     ||
 * //PROXIMITY reports //** ||
 * //PROXIMITY reports //** ||
 * //__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Arial;">The problem __//**
 * //__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Arial;">The problem __//**
 * //__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Arial;">Proximity’s on-demand media solution __//**
 * //__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Arial;">Proximity’s on-demand media solution __//**
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