SNAP Summit 2.0: MySpace Keynote

SNAP Summit 2.0 March 25, 2008

MySpace Developer Platform
EcoSystem History
MySpace Developer Platform APIs
OpenSocial
Platform Surfaces
Security, Privacy and Safety
Balancing Virality and User Experience
Monetization

MySpace Application Ecosystem History
MySpace users have been using applications for years
YouTube
PhotoBucket
Slide
RockYou
Existed because of core MySpace values:
Minimal creative restrictions
Encouraging self expression
Maintaining high levels of customizability
Beneficial to users, developers, and the MySpace ecosystem as a whole

MySpace Developer Platform: APIs
OpenSocial APIs
JavaScript/HTML for embedded applications
With MySpace-Specific Extensions
REST APIs
Enables server-server communication
Oath authentication
Lays the technical groundwork for data “availability” and “portability”
ActionScript APIs
Flash support

Why OpenSocial?
Commitment to Open Standards
Openness has always been key to MySpace’s success
Openness helps everyone
Portability
Developers can spend more time building a great product rather than rebuilding it for every social network
Leverages existing web technologies
No need to learn proprietary development languages

OpenSocial Support
Full support of OpenSocial public spec
Currently support V0.6
Support for V0.7 coming soon
MySpace-specific extensions
Bulletins
Additional attributes for bands, etc.

Surfaces
Profile Surface
Canvas Surface
User Homepage Surface
Powerful, user specific surface
Enables the application to show
specific data to a user (that might
not be relevant on a users profile)
Application Gallery
Application Profile

Security, Privacy and Safety
We have industry leading security technology and safety practices
Applications will go through a safety review process before going live to our members.
Applications will be governed by the same privacy controls that are in place for members
An application will never have access to information that cannot be found on any member’s profile page
We will be employing new technology designed to ensure that applications are safe for end-consumers
Caja – MySpace and Google Joint Javascript Sanitizer
Proprietary MySpace Technology

Balancing Virality and User Experience
Ensuring Virality Vs. User Experience
Taking a long term approach to growth and distribution
Ensure a clean application experience
Artificial/Spammy growth is not necessary
Measured approach to application growth
Initially applications will be able to initiate the workflow for sending a message on a 1:1 basis
Restrictive early on, slowly increase communication channels

The Business of Social Platforms
Monetizing social media is hard for traditional players because traditional approaches don’t work
We are laser focused on solving this problem:
300 people in sales: Class 1 – branded sales, Class 2 – performance sales, Class 3 – network
150 engineers and product managers in Monetization Technology
All of our inventory runs off of one ad server and we can yield-optimize every singe impression
Our philosophy: sell PEOPLE not PAGES

Ad Products Driven by User Data Behavioral: Groups, Content pages Demographic Geographic Declared Interests Blogs & Unstructured Data Friends: Relationships Brand affinity Backgrounds and images

Hyper-Targeting Product Overview
Powerful new tool that leverages MySpace’s unique platform for self-expression
Aggregates users with shared interests into targeting segments
Offers efficient means of targeting people around their passions
Meet Brad, Sports fan and Music lover:
SPORTS MUSIC

Hyper-Targeting vs. Traditional Models Freely expressed data in a user’s Personal Profile offers marketers more authentic, powerful, and direct targeting beyond common proxy methods General Web Proxies MySpace User-Expressed Demographic Behavioral Content Targeting Method Required or optional registration data Pages viewed, clicker retargeting Personal fitness and sports articles, search terms, shopping sections Male, 28, Aries, CU Boulder grad, nonsmoker, want kids someday Sample Target ATHLETIC SHOE BUYER (M18+, Active, Sports Fans, Healthy) About Me: “I feel the need for speed – bring it on” Interests : running, fitness, outdoors, South Park, travel, NFL, Phish Blog: “I need your support! have gone off deep end and agreed to cycle 100 miles…” Comments, Photos, Videos Member : The Raider Nation, Snowboarders, Track & Field Runners Friend: Nike and Jeep Communities

Hyper-Targeting Example: Movie Category Action/Adventure Thrillers Comedies Concepts Action Classics Crime Thrillers African-American Comedies Tragedy Action Comedies Erotic Thrillers British Comedies Animals Action Thrillers Espionage Thrillers Cult Comedies Nature Adventures Foreign Mystery & Suspense Dark Humor & Black Comedies Educational African-American Action Mobster Foreign Comedies Holidays & Christmas Blockbusters Mystery Latino Comedies Battles Comic Books & Superheroes Murder Mysteries Political Comedies Betrayal Crime Action Political Thrillers Slapstick Heroes Deadly Disasters Sci-Fi Thrillers Spoofs & Satire Violence Espionage Action Supernatural Thrillers Sports Comedies Gore Foreign Action Suspense Stand-Up Affairs & Love Triangles Martial Arts Disney Film Military & War Action Animation Romance Sequel Westerns Anime/Japanimation African-American Romance True Stories Foreign Romance Essential Cinema Children & Family Dramas Romance Classics Based On A Novel Family Movies African-American Dramas Romantic Comedies Tragedy Children's Movies Biographies Romantic Dramas Animals Teen Comedies Courtroom Dramas Love Stories Nature Teen Dramas Crime Dramas Educational Teen Romance Cult Dramas Classics Holidays & Christmas Film Noir Classic Comedies Battles Documentaries Foreign Drama Classic Dramas Betrayal Latino Dramas Classic Sci-Fi & Fantasy Heroes Religion & Spirituality Melodrama Classic Thrillers Violence General Religion & Faith Military Dramas Classic War Stories Gore Christianity & The Bible Period Pieces Classic Westerns Affairs & Love Triangles New Age/Metaphysical Political Dramas Epics Disney Film Death & The Afterlife Romantic Dramas Foreign Classics Sequel Good vs Evil Showbiz Dramas True Stories Sports Dramas Foreign Essential Cinema Tearjerkers Foreign Classics Based On A Novel Sci-Fi & Fantasy Foreign Drama Action Sci-Fi & Fantasy Horror Foreign Romance By Actor/Director/Title Alien Sci-Fi B-Movie Horror Foreign Action Top Films (100) Classic Sci-Fi & Fantasy Foreign Horror Foreign Mystery & Suspense Top Actors (40) Fantasy Ghost Stories Foreign Sci-Fi/Fantasy Top Producers/Directors (20) Foreign Sci-Fi/Fantasy Horror Classics Foreign Comedies Sci-Fi Adventure Monsters Foreign Horror Sci-Fi Dramas Satanic Stories Sci-Fi Horror Slashers and Serial Killers Sports Sci-Fi Thrillers Supernatural Horror Baseball Space Teen Screams Basketball Supernatural Sci-Fi Vampires Boxing & Wrestling

Hyper-Targeting Example: Auto AUTO Meet Thomas, car buff:

Hyper-Targeting Example: Health & Fitness Meet Southern Girl, athlete and running fan: HEALTH & FITNESS

Over 150 Advertisers Use MySpace Hyper-Targeting

SNAP Summit 2.0: MySpace Keynote

by Cassandra Phillipps

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 1

Statistics

SNAP Summit 2.0: MySpace Keynote Presentation Transcript