Rough Slide Deck on Myspace Product Marketing proposal.

2. Contents
Who Does it right?
Defining our Simple Paths
Educating through Key Drivers
• Drive Answers
• Drive Awareness
• Drive Relationships
Strategic Framework: Product Marketing
• Business Goals
• Competitive Landscapes
• Members Needs
• Engagement
• Metrics

3. Who
does
it right?

4. • Value proposition is front and
center
• Two paths presented on
home page: Discovery and
Creators
• Showcases how people are
using product
• Lifestyle is built around the
product
• Content First-Person Second

5. • Easy Sign Up Process
• Straight Forward Value
Proposition
• Teach People to be
productive
• Auto Follow so no one starts
with a blank page
• Show examples of how
people are using Myspace
• Content First-Person Second

6. Defining
their
Paths
Broadcast
Myspace provides me the best platform to
present to, discover, broadcast to, and grow
an audience.
Discover
I come to Myspace because it allows me to
discover the most creative content on the
web and the artists who create it.
Engage
Myspace gives me the tools to collaborate
with the individuals who are engaging with
and producing the most creative content.
“Why do you use Myspace?”

7. Are these
Paths
defined for
our Members?
No.
Ongoing Hang-ups from Focus Group and
Feedback
• Messaging
• Discover
• Connect
• Upload Video
• Upload Music
• Events
• Drag and Drop
• Mobile vs. Desktop
• More direct routes
• Tutorials and on demand instruction
• Simple Profile Controls!

8. Drive Answers: If it’s broke, fix it.
Address what is keeping the user from
completing his or her task by providing
easy access to answers and information
Drive Awareness: Learn how &
Improve
Provide additional knowledge and
support to help optimize the experience
to expand the value of the product
Drive Relationships: Explore &
Discover
Improve the exposure of how others are
using the product in order to change
perception and encourage creative
utilization.
Optimize the path
of Discovery,
Broadcasting,
Engagement
through the
following Drivers.

9. Product
Marketing
to Support
Product
Launches

10. Product Marketing
Strategic Framework to Support Product
Launches
Metrics - ROI
- Targeted Members
- Total Members
- Page Views/Time
Spent
- Most Active Group(s)
- Discussion and
Product Feedback
- Average Use
Engagement Model
- Content Plan
- Events
- Community
Moderation Plan
- Community Promotion
Plan
Business Goals
+
Competitive
Landscape
+
Member Needs

11. Business Goal(s) for Product
• Optimize the Path to Discovery, Broadcast or
Engagement to ____________
• Expected Outcomes
• Main Stakeholders
Competitive Landscape for Product
• What are members currently using off the site?
• How active are our members in the use of this
type of product?
• How does this optimize their path to discovery,
broadcast, or engagement?
Member Needs
• What is the level of anticipation or reception up
to this point for product ?
• What # of target members exist for product?
• What do they need in this product?
• Will they share this product?
Development
Better understand
who and what we
are making
this for.

12. Engagement: Content Plan
 Awareness through Education: FAQ, On site
tutorial, AskMyspace
 Internal Announcements
 Educate through Promotion: Editorial Article
Engagement: Events Plan
 What events can be tied to Product
 Internal Overview with Staff
 Hands On Demos with visiting Artists
Engagement: Community Participation
 Online: AskMyspace, Community Discussion,
Emails or Messaging to Target Members
 Offline: Twitter, Instagram, Facebook, Tumblr
Engagement: Outreach or Promotion
 Drive New Signups through Email
 Press or Media publications
 Reward and Promote active members
Launch
Look what we
made…. Come play
with
us!

13. Metrics: Members
 Conversion rate for Targeted Members
 Conversion rate for all Members
Metrics: General Analytics
 Page Views
 Time Spent
 Average Use
Metrics: Influence
 Affect on Discovery, Broadcast or Engagement
 Most Active Types of groups
 Discussion level on and off site
 Feedback
Post Launch
Did this accomplish
what we wanted it
to as a stand alone
product?

14. Thank You