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Strategy report
To: Proximity Social Network Team From: Devon Makrides Date: September 30th, 2009 Subject: MySpace Strategy Report

The Following is my strategy report for the MySpace social network. Since its introduction to the social network scene, MySpace has been a dominant force in the social networking. It is faced with the possibly losing more users to rival networks.


 * Profile**

MySpace is a prominent social networking website based in Beverly Hills, California. MySpace’s is part of Fox Interactive Media, which is owned by News Corporation. MySpace was created in 2003 by a small group of programmers managed by Chris DeWolfe (MySpace's starting CEO), Josh Berma, Tom Anderson (MySpace's starting president). MySpace has succeeded with new site functions, and the ability to allow users to have complete creative control over their homepage.


 * Competitive Landscape**

Social Networking sites depend on the user’s ability to pick and choose which site to use. Thus, the landscape is directly connected to the consumer’s power to maintain satisfied. Ultimately, the number of users measures the goal for each network, and the success over competition. Each network thrives on trends for users to follow, where once MySpace was the big kid on the block, newer sites like Twitter, and Facebook, have brought fierce competition.


 * MySpace Strategy**

• New Features: MySpace has redesigned many of its features both in layout and functions through 2007 and 2008. One Critical alteration was the redesigned user homepage, featuring status updates, applications, and subscriptions, in order to compete with Facebook.

• Twitter Partnership: Introduced e-mail accounts, bought the music-recommendation service iLike, and let users sync status updates with Twitter, the newest social network, is a simple network, that has little similarities with MySpace. Thus, MySpace can focus on holding onto users, and battling with its larger competitor, Facebook.

• Business/Advertising: MySpace still focuses on profitable returns through the use of advertisements. MySpace employs 1,000 employees, after laying off 30% of its workforce in June 2009, the company does not disclose revenues or separately from News Corporation.


 * Gen Y Implications**

MySpace hopes that the successful transition to the new page design, mixed with the upgraded applications and functions, will prove helpful in maintaining and increasing members. Will these attempts to change help MySpace stay relevant, or will it be seen as a last desperate shot at gaining users from their dwindling target audience? Gen Y must be concerned with the following:

• User Friendliness- each site, upgrade, and application waters down the once complicated method of managing a social networking page. MySpace must be able to stay with the pack and provide all users a friendly, easy format for navigation.

• Privacy- every user is concerned with the privacy of their personal information, if a network is unable to keep this information private, and then users will be turned off. MySpace needs to ensure all users that their site is safe, and monitored by some sort of higher power.

• Updated Applications- MySpace needs to consistently be changing and adding functions in order to stay ahead of the competition. As of now, this is the main reason why people chose MySpace over Facebook.


 * References:**

Information Management (2009, September 10): Twitter Study Reveals Loneliness behind Social media Boom. Retrieved September 25th, 2009 from http://www.information-management.com/news/twitter_social_networking_media-10016055-1.html

Rabil, Sarah. (2009, September 30): MySpace Hires Finance Chief to Bolster Management. Retrieved September 30th, 2009 from http://www.bloomberg.com/apps/news?pid=20601103&sid=aIm259L.J.MU

Wikipedia. (2009, September). http://en.wikipedia.org/wiki/MySpace

Blog proposal
To: Proximity Social Networking Team From: Devon Makrides Subject: Blog Post Proposal Date: October 27th, 2009

I propose that we do our Proximity blog post on the use of MySpace’s recent improvements to their media applications and entertainment based capabilities. This post can be utilized to attract many new members to both our blog, and the social network, who otherwise might not have appealed to both parties.


 * Rationale**

Social networking sites are developing into multifunctional social necessities. It is apparent that, in the same fashion that Blackberry and iPhone have competed over the best option for Smartphone applications, MySpace will have to compete for the best network applications and capabilities as well. The Future of social networking will continue to revolutionize the way people communicate around the world. Many of the aspects surrounding social networking directly affect the Proximity blog. Thus, it would be highly suggested and important that we use this as our next blog post.

Report proposal
TO: Proximity Social Network Team FROM: Devon Makrides DATE: Nov. 17th, 2009 SUBJECT: Final Report Proposal

Social Networking has quickly become Gen-Y’s preferred method of communication. MySpace must continue to improve network capabilities to maintain and increase users. MySpace must decide on becoming an entertainment based social network, or a network centered on basic user-to-user communication. I propose to report on MySpace’s new entertainment based applications and their effect on current and potential network members.


 * NEEDS**

As social networks evolve and become multifaceted, MySpace must expose its direction and future developments for the social networking site to Gen-Y users. MySpace will do/use the following to further reach potential Gen-Y users:

• Declare an identifiable purpose for using MySpace in order to draw more users to the network. • User-friendly applications for entertainment sources. • Music enthusiasts can utilize related applications for personal use and satisfaction. • High profile artists’ as advertisement/promotional media tool. • Clear-cut capability to provide users basic social networking functions.


 * TOPICS**

The proposed report “ MySpace’s new entertainment based applications and their effect on current and potential network members” will cover the following topics.

• Creative freedom and boundaries on MySpace • Advantages in entertainment/interactive user applications • MySpace users? Reason(s) for MySpace page? • Platform for musicians’ and entertainment careers • MySpace business partnerships • User demographics • Outlook for social networking sites


 * SOURCES**

Bruno, Antonio. 2009, November 17th. MySpace to acquire imeem. Retrieved November 17th, 2009 from: http://www.hollywoodreporter.com/hr/content_display/music/news/e3i57734942e3ef850e0b1939b9f153a98e

Information Management (2009, September 10): Twitter Study Reveals Loneliness behind Social media Boom. Retrieved November 15th, 2009 from http://www.information-management.com/news/twitter_social_networking_media-10016055-1.html

Pavlina, Steve. 2009, November 3rd. Social Networking: Rethinking Productivity. Retrieved November 17th, 2009 from: http://www.stevepavlina.com/blog/2009/11/social-networking-rethinking-productivity/

Rabil, Sarah. (2009, September 30): MySpace Hires Finance Chief to Bolster Management. Retrieved November 15th, 2009 from http://www.bloomberg.com/apps/news?pid=20601103&sid=aIm259L.J.MU

Wikipedia. (2009, November). http://en.wikipedia.org/wiki/MySpace

Team conference presentation proposal
//paste team conference presentation here//

Sales Letter and Prospectus
December 6th, 2009

Mr. Tom Anderson, President of MySpace MySpace.com Social Network 1223 Wilshire Blvd Santa Monica, CA 90903

Dear Tom:

I enjoyed our conversation yesterday at Proximity’s Next Generation media seminar regarding MySpace’s need to advertise it’s advanced network applications to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing the advertising campaign to Gen Y through the MySpace social network.

As you noted yesterday, MySpace’s current marketing crusade must attract Gen Y users to expand its audience by promoting their unparalleled applications and network capabilities. I believe that Proximity can work with you to construct a multifaceted campaign that will advertise the networks advantages to achieve that goal.

We can provide you with specialized surveys and analyzed team results that will shape MySpace’s identity as a trendsetting social necessity. Our media consultants can advise your marketing force on how to attract new users, and our public relations team can further promote network advantages that appeal to Gen Y. In addition, we have experienced student marketers who can promote MySpace through various social outlets. Our research indicated that using student representatives to friend social networks yields better results in reaching Gen Y that purchasing traditional advertisements.

I invite you and your staff to join us at Proximity’s Towson University Office for a specialized group meeting on MySpace’s Gen Y image. Following the meeting, you can assemble with members of our organization to discuss how Proximity can help achieve your marketing objectives.

Sincerely, Devon Makrides Associate Media Analyst

About Proximity

Proximity is a Gen Y on-demand media strategy group. Its analysts know how to connect with their generation using campaigns designed for the new media landscape. Because it is associated with Towson University, Proximity has immediate access to a large student population and the expertise of faculty who specialize in marketing and media research.

Proximity offers its clients a full range of services for developing and executing customized campaigns that can reach any segment of Gen Y. It regularly conducts on-line surveys and focus group sessions to keep marketers up to date on the social trends and emerging technologies that determine how this cohort communicates and what it purchases. Visit Proximity at www.proximity.edu to sample its research and see examples of successful campaigns.





Final Report
proximity A next generation connection

Proximity Research Paper

Social Networking: The Path Less Traveled Advancing Network Applications and User Capabilities Will Revolutionize the Need for a MySpace Page

By Devon Makrides

Fall 2009

 **Table of Contents**

Executive Summary 1

Introduction: MySpace Social Network 2

MySpace: Recent Advancements 2

Six Phases of Social Networking on MySpace 3

Competitive Comparisons 4

Effective Outlook 5

Recommendations 6 References 7

 ** Executive Summary ** Social Networks have evolved and become multifaceted necessities for Gen Y communication. MySpace must expose its direction and future network developments to Gen Y so that it can maintain its dominant role as the leading social networking website. This report will detail MySpace’s advantages over its competition through their current media success, and the effect of the suggested future marketing campaign on current/potential members. Focusing on the networks current advancements, the social network spectrum, future movements, and the marketing identity of MySpace, Proximity will establish the path for MySpace to continue its excellence.

 MySpace is the largest Social Network in the United States and continues a dominant position as a social networking-media based website. The addition of serious competition is urging MySpace to take on a fierce marketing strategy to maintain current members and unsure increasing potential new memberships in the future.
 * Introduction: MySpace Social Network **

MySpace has succeeded with new site functions, and the ability to allow users to have complete creative control over their homepage. Recently, MySpace has benefited off of three critical advancements: I. __ New Features __ : MySpace has redesigned many of its features both in layout and functions through 2007 and 2008. One Critical alteration was the redesigned user homepage, featuring status updates, applications, and subscriptions, in order to compete with rival network, Facebook. II. __ Twitter Partnership __ : Introduced e-mail accounts, bought the music-recommendation service iLike, and let users sync status updates with Twitter, the newest social network, is a simple network, that has little similarities with MySpace. Thus, MySpace can focus on holding onto users, and battling with its larger competitors. III. __ Business/Advertising __ : MySpace still focuses on profitable returns through the use of advertisements. MySpace employs 1,000 employees, even after it laid off 30% of its workforce in June 2009, the company does not disclose revenues or separately from News Corporation. MySpace provides users with the opportunity to relate to brands and bands, as well as self-expression through homepage creative freedom. This site will continue to do with advertisers and marketers. Expect to see more TV and video networks to integrate and work with MySpace, such as their partnerships with Twitter and iLike.
 * MySpace: Recent Advancements **

__Profiles__:
 * Six Phases of Social Networking on MySpace **

The heart and soul of social networking sites are user’s personal profiles. It’s like their own Internet sanctuary, a place where they can express their thoughts and feelings, post photographs and show off their network of friends. The most popular social network websites put a strong emphasis on the user’s profile, making it easy to use yet still reflective of the user’s personality. __ Security __ :

The Internet can be a dangerous place to post personal information. All social networks should provide the ability to set profiles to private in some way or another. Additionally they should have the ability to report and block users. __ Features/Applications __ :

A good social network goes above and beyond just allowing users to post profiles and update pictures. Additional features should include music sections, video uploads, groups and more. __ Help and Support __ :

Most social network sites are self-explanatory. However, in the off chance a user needs help their needs to be some way to contact the webmaster or answers in an FAQs section. __ Search __ :

The object of a social network is to find friends and expand relationships. Top social networking websites allows members to search for other members in a safe and easy to use environment. Common search functions include search by name, city, school and email address. __ User Connections __ :

The growing trend for social networks is to communicate and keep in touch with people you already know. No one wants to be inundated with unsolicited spam friend requests. The best social network sites keep profiles and search options private enough that the only people that can find you are the ones actually looking for users in their own school or neighborhood networks. Even with a completely public profile, users shouldn’t be bothered with more than a couple of unsolicited comments or messages.

Active Users || [|25M+] 1.9M (*) || 7M (*) || 5.8M (*) || 1.5 (*) || [|70M+] || [|1M] 0.9M (*) || 49M (*) || (Per million) || 475 || 1,800 || 1,500 || 380 || 18,000 || 22 || 12,500 || blogsearch links || [|3,700] || [|7,000] || [|18,600] || [|5,900] || [|401,000] || [|3,500] || [|32,000] || college students || College students || Anyone || Business || Teenagers/ college students || Teenagers/ college students || Anyone || Design ||  || X ||   || X ||   || X ||   ||
 * Competitive Comparisons **
 * || [|Bebo] || [|Facebook] || [|Friendster] || [|LinkedIn] || [|MySpace] || [|TagWorld] || [|Orkut] ||
 * Estimated
 * Alexa rank || [|268] || [|71] || [|40] || [|219] || [|6] || [|2,373] || 16 ||
 * Alexa daily views
 * Google
 * Focus || Teenagers/
 * Classifieds ||  ||   || X || X || X || X || X ||
 * Events ||  || X ||   ||   || X ||   ||   ||
 * Groups ||  || X || X ||   || X || X || X ||
 * Messages || X || X || X || X || X || X || X ||
 * Music || X ||  || X ||   || X || X ||   ||
 * Photos || X || X || X ||  || X || X || X ||
 * Services ||  ||   ||   || X ||   ||   ||   ||
 * Video || X ||  || X ||   || X || X ||   ||
 * Clean
 * API ||  || X ||   ||   ||   ||   ||   ||
 * Widgets ||  ||   ||   ||   || X || X ||   ||

Source: ReadWriteWeb ([]) __Metrics__: · MySpace has more than 110 million monthly active users around the globe · 85% of MySpace users are of voting age (18 or older) · 1 in 4 Americans is on MySpace, in the UK it’s as common to have a MySpace as it is to own a dog · On average 300,000 new people sign up to MySpace every day.
 * Table 1. ** The Social Network Faceoff Chart

Effective Outlook/Effect on Gen Y ** Through social networking, people can use networks of online friends and group memberships to keep in touch with current friends, reconnect with old friends or create real–life friendships through similar interests or groups. Besides establishing important social relationships, social networking members can share their interests with other like–minded members by joining groups and forums. Some networking can also help members find a job or establish business contacts Although MySpace has held the edge over the competition over the past few years, social networks such as Twitter, and Facebook have taken serious strides towards contending with MySpace. Social Networking sites depend on the user’s ability to pick and choose which site to use. Thus, their success is directly connected to the consumer’s power to maintain satisfied. Ultimately, the number of users measures the goal for each network, and the success over competition. Each network thrives on trends for users to follow, where once MySpace was the big kid on the block, newer sites like Twitter, and Facebook, have brought fierce competition.

Gen Y effects could take serious negative hits if these suggested movements don’t succeed. On the other hand, the new applications from MySpace have helped improve its declining statistics over the last two quarters.



Through our research, along side of the resulting success from MySpace, it’s evident that in order to achieve the most efficient increase in Gen Y members, the social network must continue to do the following:
 * Recommendations **

· Declare an identifiable purpose for using MySpace · Research and Develop superior “user-friendly” applications for entertainment outlets · Appeal to music enthusiasts, hip trends, and other Gen Y appeals to utilize related applications for personal use and satisfaction · High profile artists’ as advertisement/promotional media tool · Clear-cut capability to provide users basic social networking functions

In addition to blogs and forums, members can express themselves by designing their profile page to reflect their personality. The most popular extra features include music and video sections. Members can read bios of their favorite music artists from the artist's profile page as well as listen to their favorite songs and watch music videos. The video section can include everything from member–generated videos from hundreds of subjects to TV clips and movie trailers. 

Bruno, Antonio. 2009, November 17th. MySpace to acquire imeem. Retrieved November 17th, 2009 from: []
 * References **

Information Management (2009, September 10): Twitter Study Reveals Loneliness behind Social media Boom. Retrieved November 15th, 2009 from []

Iskold, Alex. 2009, September 21. The Social Network Faceoff. Retrieved November 29th, 2009. []

Pavlina, Steve. 2009, November 3rd. Social Networking: Rethinking Productivity. Retrieved November 17th, 2009 from: []

Rabil, Sarah. (2009, September 30): MySpace Hires Finance Chief to Bolster Management. Retrieved November 15th, 2009 from []

Wikipedia. (2009, November). []