Publisher's Synopsis
"MySpace Marketing is the quintessential low-down on guerilla marketing on the biggest social network on the planet. Marketers big and small need to learn how to connect with their target audiences via social media or get left in the dust. MySpace Marketing gives the grounding and the specific tips and traps essential for marketing success on MySpace."
-Mark Brooks, Editor, SocialNetworkingWatch.com
"An invaluable guide to the dos and don'ts of building and marketing to social networks-essential reading for the enterprise 2.0."
-Niall Cook, Author, Enterprise2.0: How Social Software Will Change the Future of Work
"Social networking is the new PR and advertising-any business not starting to explore the online space will be left behind by the competition. MySpace Marketing gives a practical, step-by-step approach that any business can use for successful marketing on the popular site."
-Colleen Coplick, BuzzNetworker.com
"Social Networks like MySpace are critical to the future of marketing. With traditional tactics like advertising no longer effective, there is no better way to have prospects experience your brand."
-Paul Dunay, Global Director of Integrated Marketing, BearingPoint; Author, Buzz Marketing for Technology blog
"MySpace Marketing is a practical guide for anyone involved in brand building. From starting with strategy ('Is your business right for MySpace marketing?') to the ins and outs of profile creation and audience segmentation, this book is an essential primer for small business owners and large brands alike on one of the biggest social networks."
-Scott Monty,The Social Media Marketing Blog, Global Digital & Multimedia Communications Manager, Ford Motor Company
"MySpace Marketing takes a respectful look at the rich community of MySpace and instructs marketers on how to successfully become a part of that community. Part field-guide and part how-to manual, MySpace Marketing delivers a great read and solid advice."
-Kate Trgovac, Editor-in-Chief, OneDegree.ca
"I have read a lot of books on marketing on MySpace, but what makes MySpace Marketing stand out are the examples (mini case studies) of what actually works on MySpace. The examples of what type of marketing campaigns have been successful and what you can do to replicate that campaign are really insightful and provide me with enough information that I feel I could go and launch a successful marketing campaign on MySpace today."
-David Wilson, Social Media Blogger, http://social-media-optimization.com
"Social media marketing doesn't have to be a series of trials and errors. MySpace Marketing is one of the only resources I've seen that takes the guesswork out of how to market in one of the largest social networks. Regardless of level of experience or resources, it gives step-by-step strategies suitable for large and small companies alike."
-Lisa Braziel, Community Engagement Director, Ignite Social Media; Coauthor, Social Media is a Cocktail Party
Got something to sell? With more than 150,000,000 members, MySpace is your #1 marketing opportunity! Whether you're a business, band, or organization, MySpace is the place to deliver your message and reach your customers. Best of all, you don't need to spend a fortune to profit from MySpace marketing: just get this book! MySpace marketing pioneer Sean Percival covers all the free and dirt-cheap guerrilla marketing techniques you'll ever need, including
- Identifying and precision-targeting your audience
- Promoting your band, music, event, nightclub, or movie
- Reaching the 60% of MySpace users who are 25 or older
- Creating and designing a highly-effective MySpace profile
- Quickly building your friend network
- Attracting "must-have" friends who build buzz and businesses
- Planning your marketing "call to action"
- Optimizing search engines to find your profile
- Making the most of MySpace video, music, and blogs
- Marketing to specific high schools or colleges
- Hiring through MySpace
More goodies online! Visuals, backgrounds, and code for supercharging your profile...advanced video how-to tutorials...and an up-to-the-minute MySpace Marketing blog! http://myspacemarketing.ning.com
Introduction 1
New Frontiers 1
What Is MySpace Marketing? 2
Friending Is the New Advertising 3
Secrets of Success 3
The Future of Social Networks 5
Part I: Welcome to MySpace
1 Is Your Business Right for MySpace Marketing 9
How Big Is MySpace? 10
Understanding How Social Networks Like MySpace Work 10
A View of a Social Network 11
Who Is Using MySpace Marketing? 12
Branding 16
Other Businesses 17
How MySpace Marketing Works 17
Two Things to Consider 18
What to Expect from MySpace Marketing 19
2 Preparing Your Business for MySpace 21
Be Ready for Feedback (Good and Bad) 22
Get or Create Your Marketing Artwork 22
Widgets 28
Creating Videos 29
Find a Mascot 30
Existing Contacts and Address Books 31
Part II: Getting Started
3 Creating a MySpace Profile 35
Already Have a MySpace Profile? 36
Selecting a Profile Type 36
The Signup Process 37
4 Designing Your MySpace Profile 49
Before You Begin 49
Editing Your MySpace Page 50
Understanding HTML 51
Using CSS 56
Working with Images 56
Using Profile Editors 58
Finding Free Graphics and Layouts 62
Adding Music 63
Adding Video 65
The Future of MySpace Page Design 65
Part III: Building Your Friend Network to Maximize Reach
5 Must-Have Friends 71
Tom 71
Tila Tequila 73
ForBiddeN 76
Other Low Rankers 78
Featured Profiles 78
Piggybacking 79
Showing Your Friends Off 80
Vertical Friends 81
6 Precision-Targeting Your Demographic 83
Knowing Your Demographic 84
Making Friends and Influencing People 85
Social Searching 86
Browsing 89
Using Groups 91
Part IV: Marketing Your MySpace Profile
7 Planning Your "Call to Action" 97
Using Images,Text, and Video for Your Call To Action 98
Using Landing Pages 103
8 Using Video with MySpace 107
YouTube,WeTube, EveryoneTubes 107
I Want MySpaceTV 109
Creating Content 111
Distributing Content 114
Tube Mogul 114
Incorporating Content 115
9 Generating Buzz with MySpace Blogs 121
Using MySpace Blogs 122
Your First Blog Post 125
Syndicating and Marketing Your MySpace Blog 129
10 Maximizing Bulletins 133
What Are MySpace Bulletins? 133
Designing a MySpace Bulletin 134
Creating a Bulletin 137
Track Performance 140
11 Getting the Word Out with Classifieds 143
Classified Do's and Don'ts 144
Using Classifieds for MySpace Marketing 147
Creating a MySpace Classified Post 149
After Posting Classified Ads 152
Part V: Advanced Techniques
12 Placing Advertisements on MySpace 157
Placing Advertisements on MySpace Using Google Adwords 158
Placing Full-Service Advertisements on MySpace 163
MySpace Self Serve Advertising Platform 164
A The MySpace Developer Platform 173
About the Developer Platform 173
About Open Social 174
Using the Developer Platform 175
Creating Your First Application 176
Finding Help with Creating Your Application 179
Index 181
