Understand MySpace Before Marketing in MySpace
With tens of millions of users (but probably not the purported 100 million though), MySpace.com is a force to be reckoned with. Especially when you consider that MySpace apparently drives more traffic to online retailers than MSN Search, according to some recent Hitwise data.
But MySpace is hard for us adults to get our heads around. It just doesn't seem logical: How does it hold the interest of so many -- young people, with short attention spans, in particular -- despite the facts that the design/usability is so atrocious, the web page creation platform is so frustratingly restrictive, and it's chock full of so many junk/spam/abandoned profiles?
Um, it's about looking cool, fitting in, and hanging out. Duh!
Then where do us adults feature in this? Besides offering a tempting place for stalkers and voyeurs to hang out (can you say "Creepy!"?), it's a promising venue for marketers to hawk their wares. But do you have what it takes to crack it? The most unlikely of marketers seem to have it -- bars, bands, and quirky dotcoms (disclaimer: these guys are a client) , whereas big brands like Blockbuster don't seem to have a clue.
MySpace is a real slice of humanity. Amongst the throngs of teenagers (many of which have their profiles set to private), the MySpace ecosystem is host to concerned parents trying to keep tabs on their kids, college students, obsessed sports fans, realtors. In other words, the Average Joe or Jane. And of course marketers. Clueless marketers. I'll readily admit I'm one of the clueless ones. Thankfully there is someone I can lean for guidance through this teen marketing minefield... my 15 year old daughter Chloe. You may recall she's the one with the Neopets blog whom I've blogged about before (BTW, she was featured recently on BloggerStories.com... I'm so proud of her!). Chloe has a MySpace page (a private one, so don't bother looking), and she gets MySpace. I plan to enlist Chloe's help in marketing within MySpace. At 15, she'll be the youngest marketing consultant I know!
Before you start marketing in MySpace, you'd better understand it. Because if you don't, the MySpace community can turn on you the moment you make your first misstep. Just like bloggers can. (Note: many MySpace users are bloggers too. MySpace supports blogging within its platform.) The cardinal rule in MySpace is the same one as in the blogosphere: 'Keep it real'.
You know who else gets MySpace? Site owners like this one who provide layouts, backgrounds, funny photos etc. to the MySpace community. Those folks are sitting back, sipping pina coladas and watching the moulah from Google AdSense roll in.
Sometime when I get a chance I'll write a follow-up post to this one and share some specifics about MySpace marketing, like getting large numbers of Friends, using photo animation, customizing your layout, etc. So stay tuned!
7 comments, 3 pingbacks
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Great article. Another interesting note, I was in talks to buy a website about 6 months ago and that was one of their selling points, "We have a friends list of 4600." Pretty amazing when they can label that as an asset..
Comment by Jason Drohn [Visitor]
· http://www.jdsblog.com —
09/29/06 @ 16:11
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Is social network marketing going to be the next "hot" topic in Web marketing????
Comment by Nick [Visitor]
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10/02/06 @ 13:28
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[...] As I mentioned in my previous post about marketing on MySpace, one of the critical factors of success is having “Friends”. [...]
Pingback by MySpace marketing tips and success stories @ Scatterings [Visitor] — 10/27/06 @ 05:17
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Interesting blog, but I do hear from a marketing POV that ROI is rather low... Considering the site (majority) is made up of teenagers, the guys and gals in their suits trying to exploit myspace for profit is a grey area as I would call it. Teenagers want free stuff... And generally speaking, do not have credit cards to buy your goods online.
Like you said - And I believe your myspace marketing expert (daughter) hit the nail right on the head with this one probably? "Um, it’s about looking cool, fitting in, and hanging out. Duh!" - Bingo, 'A place for friends' - All they want to do is chat, comment each other and take photos!
Too much of the olé sales and I believe we will see the "cool kids" move on and take their flock with them.
John
PS; Happy holidays!Comment by John [Visitor]
· http://www.myspace-marketing-guide.com/ —
12/28/06 @ 17:21
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There is going to be a real explosive start to the year. With web 2.0 video and social networking is not a crucial part of becoming successful.
marketing on myspace is a very good way to make money. I konw several people two infact that have quit their job because they succeeded with myspac selling things. The real secret is to be inconspicuous and to market without the person knowing. There are lots of great ways to do this. It really does help to know the workings of myspace but I would say that you have to be creative and be a smart marketer. If you can do this and study other successful campains of other myspace marketers, you can flood you bank account with money in no time. It all comes from that one idea.
john s
http://www.myspace-wealth.comComment by john [Visitor]
· http://www.myspace-wealth.com —
01/21/07 @ 19:35
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Good post! Myspace is hot, and to be sure, it is verry marketable despite all the shortcomings you pointed out! I too was in the same mindset that so many other more mature marketers were. I wondered, "how the hell can this thing fly?" But I have some good news, it can soar if you really know what your doing!
I'm not trying to spam your quality blog, but I feel obligated to share some information I am covering on my own quality blog. I have reviewed and interviewed some key players and programs for MS marketing. With plans to do more reviews and interviews! It's amazing how fast marketing techniques are changing on MS, and it's important to keep up with these changes as soon as they happen so you don't loose too much ground.
Any serious Internet marketer that is considering to try MS, needs to know that with out proper training, they will fall on their face! I can also tell you that if you do learn how to market MS, it will surprise you! Many leading big named web 2.0 companies are already present on myspace. This is cutting edge marketing, but unless you can grasp the "how", you will never know it.
Best Of Luck!
Jim
aka, Bud WiserComment by Army Of Blogs [Visitor]
· http://www.armyofblogs.com —
02/09/07 @ 10:32
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[...] Spencer: Understand MySpace before Marketing in MySpace Its all in the title. Know what the users are like before trying to get their [...]
Pingback by The Ultimate List on MySpace Marketing [Visitor] — 08/06/07 @ 09:18
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You're absolutely right! Understanding the environment is key. It's also interesting your mentioning of the resource sites. They have been doing well up until now that is as it appears MySpace is beginning to block most of the sites and keep users using content created by them or their partners (greed I suppose).
Jim's also right on the money, the marketing strategies on MySpace change all the time! Previously, affiliates could post their links everywhere without getting in any trouble, but MySpace has been fighting back.
I keep up with the marketing changes professionals should know on my blog, nickjag.comComment by Nick Jag [Visitor]
· http://www.nickjag.com/ —
08/09/07 @ 01:32
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Social Networks are getting big and that neopets blog is funky.. bless! - great story.
Comment by Dan [Visitor]
· http://www.dot18.co.uk —
08/29/07 @ 16:47
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[...] if you are selling to a younger set and you need to appear trendy and hip. I blogged some examples (here and here) of marketers who have successfully cracked MySpace, including Pugster.com and Apple. [...]
Pingback by Stephan Spencer Interview [Visitor] — 12/12/07 @ 10:52
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