Comments on: MySpace: Friending Is the New Ad http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/ Tracking the Internet Evolution Wed, 09 Jul 2008 13:19:45 +0000 http://wordpress.org/?v=MU By: the myspace marketer http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-848675 the myspace marketer Sun, 13 Jan 2008 23:00:11 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-848675 <p>I'm going to agree with you Liz, "exceedingly difficult to prove." Very interesting, though. Thanks!</p> I’m going to agree with you Liz, “exceedingly difficult to prove.” Very interesting, though. Thanks!

]]> By: mhill http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-836211 mhill Tue, 08 Jan 2008 13:12:52 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-836211 <p>hej a ban me qel ni add ne my spacee okkkkkk klm</p> hej a ban me qel ni add ne my spacee okkkkkk klm

]]> By: Craig http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97715 Craig Thu, 26 Apr 2007 12:50:25 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97715 <p>So where do I get hold of the report?</p> <p>I've been googling for it without success.</p> So where do I get hold of the report?

I’ve been googling for it without success.

]]> By: Ted Rheingold http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97714 Ted Rheingold Wed, 25 Apr 2007 19:44:41 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97714 <p>This is very important topic. <a href="http://lsvp.wordpress.com/2007/04/25/we-need-a-standard-for-social-network-advertising" rel="nofollow">Jemery just did a nice job of elevating the report into a request for the IAB to seek standards for social-oriented placements</a>. Don't miss the comments there as well. This is a topic very important to to</p> <p>For exmaple, why isn't there a standard on a advertiser sponsored profile page in a network.</p> <p>An IAB standard would make it much easier for large companies to do wonderfully successful campaign like we did with Disney.</p> <p>Lady and the Tramp characters got their own pages and groups on our site and were a huge hit.</p> <p><a href="http://www.dogster.com/dogs/256206" rel="nofollow">Lady</a> <a href="http://www.dogster.com/dogs/256259" rel="nofollow">Tramp</a> <a href="http://www.dogster.com/group/The_disney_group-628" rel="nofollow">Lady and Tramp Group</a> (over 1200 members)</p> This is very important topic. Jemery just did a nice job of elevating the report into a request for the IAB to seek standards for social-oriented placements. Don’t miss the comments there as well. This is a topic very important to to

For exmaple, why isn’t there a standard on a advertiser sponsored profile page in a network.

An IAB standard would make it much easier for large companies to do wonderfully successful campaign like we did with Disney.

Lady and the Tramp characters got their own pages and groups on our site and were a huge hit.

Lady
Tramp
Lady and Tramp Group (over 1200 members)

]]> By: Patricia http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97710 Patricia Tue, 24 Apr 2007 14:03:27 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97710 <p>@ Jeremy, your thoughts on this are brilliant.</p> <p>I think that's a very smart way to see it.</p> @ Jeremy, your thoughts on this are brilliant.

I think that’s a very smart way to see it.

]]> By: soxiam http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97712 soxiam Tue, 24 Apr 2007 13:23:48 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97712 <p>The fact of the matter is no one knows how to advertise against social network audiences. They see some incredibly powerful reasons and incredibly diverse platform but it's all beta test and feeling the water for now and it will stay that way until advertisers (particularly brand advertisers) see measurable ROI. And I don't mean ROI from a study commissioned by MySpace.</p> The fact of the matter is no one knows how to advertise against social network audiences. They see some incredibly powerful reasons and incredibly diverse platform but it’s all beta test and feeling the water for now and it will stay that way until advertisers (particularly brand advertisers) see measurable ROI. And I don’t mean ROI from a study commissioned by MySpace.

]]> By: Andrew http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97673 Andrew Tue, 24 Apr 2007 09:26:38 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97673 <p>also worth noting that although the hype is around spend moving from offline to online, not every product is suitable for advertising to these audiences and through these methods. its a new way of looking at things for the big advertisers... but they aren't going to pull the plug on their offline spend just yet...</p> also worth noting that although the hype is around spend moving from offline to online, not every product is suitable for advertising to these audiences and through these methods. its a new way of looking at things for the big advertisers… but they aren’t going to pull the plug on their offline spend just yet…

]]> By: jeremy liew http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97708 jeremy liew Tue, 24 Apr 2007 03:16:52 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97708 <p>The broader theme here, IMO, is that of users voluntarily affiliating themselves with brands. Online this is a relatively new forms of advertising and it shows itself in mutiple ways - from "friending" on myspace to choosing a "Casino Royale" theme for your Rockyou slideshow. Offline its the nascar jacket/concert T-shirt market - not only does it advertise your brand, but users PAY for the privilege of doing so.</p> <p>As always, when you see offline analogues to online behaviour, its a good sign. But new forms of advertising are hard until standards emerge. I blogged about this topic in Feb - click on my name in this comment if you'd like to read about it</p> The broader theme here, IMO, is that of users voluntarily affiliating themselves with brands. Online this is a relatively new forms of advertising and it shows itself in mutiple ways - from “friending” on myspace to choosing a “Casino Royale” theme for your Rockyou slideshow. Offline its the nascar jacket/concert T-shirt market - not only does it advertise your brand, but users PAY for the privilege of doing so.

As always, when you see offline analogues to online behaviour, its a good sign. But new forms of advertising are hard until standards emerge. I blogged about this topic in Feb - click on my name in this comment if you’d like to read about it

]]> By: Ty Graham http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97704 Ty Graham Mon, 23 Apr 2007 23:42:58 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97704 <p>I'm really glad people keep saying this type of marketing is in it's "infancy". Just gives more weight to my patent filed years ago. I still don't understand why no one just out right says the one thing that will tip this market into reality. I tried to pitch the idea to investors and even to myspace a while ago. But they don't have the vision to see that friending is really lame, and spammy. Especially when those brands are no longer cool and you have to cycle through page after poor-designed page of finding that spam friend to delete. What's worst is that the way bulletins are set up, you have to be logged in to read it and like the other reader said you need tons of friends to make it useful. Spam friends leave spam bulletins and eventually they will get even more clever and mess up my comments again or lie in bulletins. This survey only proves one thing: Myspace knows Myspace is the boss here. They know they can get $35-100k for a PROFILE creation deal with an advertiser and that's what's putting food on the table. It really sucks that they are not user oriented and the very notion of google buying a widget company to do widget ads on myspace should trigger a class action suit by all members for every widget company they banned for widget advertising. The funny thing is, social networking sites are not the end all as said, it's just what's around now. It's less than 30 days now, because soon, everyone is going to get blipd!</p> <p>Damn this is so cool. I'm going to flip ya'll heads.</p> I’m really glad people keep saying this type of marketing is in it’s “infancy”. Just gives more weight to my patent filed years ago. I still don’t understand why no one just out right says the one thing that will tip this market into reality. I tried to pitch the idea to investors and even to myspace a while ago. But they don’t have the vision to see that friending is really lame, and spammy. Especially when those brands are no longer cool and you have to cycle through page after poor-designed page of finding that spam friend to delete. What’s worst is that the way bulletins are set up, you have to be logged in to read it and like the other reader said you need tons of friends to make it useful. Spam friends leave spam bulletins and eventually they will get even more clever and mess up my comments again or lie in bulletins. This survey only proves one thing: Myspace knows Myspace is the boss here. They know they can get $35-100k for a PROFILE creation deal with an advertiser and that’s what’s putting food on the table. It really sucks that they are not user oriented and the very notion of google buying a widget company to do widget ads on myspace should trigger a class action suit by all members for every widget company they banned for widget advertising. The funny thing is, social networking sites are not the end all as said, it’s just what’s around now. It’s less than 30 days now, because soon, everyone is going to get blipd!

Damn this is so cool. I’m going to flip ya’ll heads.

]]> By: KR http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97699 KR Mon, 23 Apr 2007 23:06:06 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97699 <p>is there an echo in here? :)</p> is there an echo in here? :)

]]> By: Chase McMichael http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97701 Chase McMichael Mon, 23 Apr 2007 21:30:15 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97701 <p>The influencer model is vital to any brand building a social presence, however, you need to know what your target consumers affinities are if you going to be “in code” with them. What is lacking in social networks is the base understanding of community structure and who everyone is connected to and why. Understanding social behavior enables brands to position themselves along with other media elements that the consumer community cares about letting the brand into their world.</p> <p>We see many branded social sites in the marketplace but most sites lack of clear direction. They lack a vision as to how to build a social community around their brand. They go for quantity of users without understanding that the quality of those users is also important. Retention and viral growth are true signs that a brand is socially resonating.</p> <p>The community, however, has to feel a sense of purpose to dive their friends to share in the experience. This is why it is vital when building a community of people who want to be part of a brand’s site. Getting communities of people who well bring in their friends requires a deep understanding of the psychographic dynamic of the entire community the brand wants to attract.</p> <p>To see a very cool social demographics of Nike Soccer we did some time back check out www.unboundsound.com/fananalysis/NikeSoccer.pdf</p> The influencer model is vital to any brand building a social presence, however, you need to know what your target consumers affinities are if you going to be “in code” with them. What is lacking in social networks is the base understanding of community structure and who everyone is connected to and why. Understanding social behavior enables brands to position themselves along with other media elements that the consumer community cares about letting the brand into their world.

We see many branded social sites in the marketplace but most sites lack of clear direction. They lack a vision as to how to build a social community around their brand. They go for quantity of users without understanding that the quality of those users is also important. Retention and viral growth are true signs that a brand is socially resonating.

The community, however, has to feel a sense of purpose to dive their friends to share in the experience. This is why it is vital when building a community of people who want to be part of a brand’s site. Getting communities of people who well bring in their friends requires a deep understanding of the psychographic dynamic of the entire community the brand wants to attract.

To see a very cool social demographics of Nike Soccer we did some time back check out http://www.unboundsound.com/fananalysis/NikeSoccer.pdf

]]> By: Chase McMichael http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97702 Chase McMichael Mon, 23 Apr 2007 21:21:35 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97702 <p>The influencer model is vital to any brand building a social presence, however, you need to know what your target consumers affinities are if you going to be “in code” with them. What is lacking in social networks is the base understanding of community structure and who everyone is connected to and why. Understanding social behavior enables brands to position themselves along with other media elements that the consumer community cares about letting the brand into their world.</p> <p>We see many branded social sites in the marketplace but most sites lack of clear direction. They lack a vision as to how to build a social community around their brand. They go for quantity of users without understanding that the quality of those users is also important. Retention and viral growth are true signs that a brand is socially resonating.</p> <p>The community, however, has to feel a sense of purpose to dive in and ask their friends share in the experience. This is why it is vital build a community of people who to be part of a brand's site. Getting communities of people who well bring in their friends requires a deep understanding of the psychographic dynamic of the entire community the brand wants to attract.</p> <p>To see a very cool social demographics of Nike Soccer we did some time back check out www.unboundsound.com/fananalysis/NikeSoccer.pdf</p> The influencer model is vital to any brand building a social presence, however, you need to know what your target consumers affinities are if you going to be “in code” with them. What is lacking in social networks is the base understanding of community structure and who everyone is connected to and why. Understanding social behavior enables brands to position themselves along with other media elements that the consumer community cares about letting the brand into their world.

We see many branded social sites in the marketplace but most sites lack of clear direction. They lack a vision as to how to build a social community around their brand. They go for quantity of users without understanding that the quality of those users is also important. Retention and viral growth are true signs that a brand is socially resonating.

The community, however, has to feel a sense of purpose to dive in and ask their friends share in the experience. This is why it is vital build a community of people who to be part of a brand’s site. Getting communities of people who well bring in their friends requires a deep understanding of the psychographic dynamic of the entire community the brand wants to attract.

To see a very cool social demographics of Nike Soccer we did some time back check out http://www.unboundsound.com/fananalysis/NikeSoccer.pdf

]]> By: Phil Dunn http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97703 Phil Dunn Mon, 23 Apr 2007 21:02:18 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97703 <p>I don't get the following:</p> <p>adidas and EA spent $1.87 and $1.19, respectively, per MySpace user who said because of the campaign he or she intended to buy the company’s product.</p> <p>What is this describing? Any more details? Thanks ahead Om.</p> I don’t get the following:

adidas and EA spent $1.87 and $1.19, respectively, per MySpace user who said because of the campaign he or she intended to buy the company’s product.

What is this describing? Any more details? Thanks ahead Om.

]]> By: Peluka http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97696 Peluka Mon, 23 Apr 2007 20:42:57 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97696 <p>Liz, is an interesting post. How can we access the sources? Is there any way to see this document so we can better understand it and make our own conclusions? Thanks!</p> Liz, is an interesting post. How can we access the sources? Is there any way to see this document so we can better understand it and make our own conclusions?
Thanks!

]]> By: Nick Hawkins http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97706 Nick Hawkins Mon, 23 Apr 2007 19:49:18 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97706 <p>If by "friending" you mean spam adds to your myspace friends, then yes, it's the next level of advertising.</p> If by “friending” you mean spam adds to your myspace friends, then yes, it’s the next level of advertising.

]]> By: aldomatic http://gigaom.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97697 aldomatic Mon, 23 Apr 2007 19:02:18 +0000 http://gigaom.wordpress.com/2007/04/23/myspace-friending-is-the-new-ad/#comment-97697 <p>MySpace bulletins can also work like digg.com except no one can digg it only view it. Make interesting bulletin posts and link to the article, Works well if you have tons of friends that have the similar interests as your post.</p> MySpace bulletins can also work like digg.com except no one can digg it only view it. Make interesting bulletin posts and link to the article, Works well if you have tons of friends that have the similar interests as your post.

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