My Mantra

Helping brands and leaders be more influential
by embracing their humanity and personality.

Cool Sites Archive

5 Things For Marketers To Love About The New Myspace

Myspace is back, and you’re probably already thinking about the best jokes you can share about its return. It’s hard to remember a brand launched with such dramatically low expectations as MySpace – but if my first experience using the new site is any indication, the new Myspace may be more important for brand marketers in 2013 than you think. While it is tempting to just dismiss any new social network as unworthy of attention, the “Borg-like hive-queen” vision of Google Plus and its slow rising popularity show that there is plenty of room in the social networking world for more forms and destinations for expression – as long as they offer something unique.

To be fair, Myspace doesn’t quite meet this criteria, because the functionality of the site is still limited and you’re not yet able to add all your friends and promote brands.  Still, after my early review there are plenty of reasons for marketers to get excited about the potential for the new Myspace and pay attention to the site as it launches in 2013.

1. Horizontal Navigation

Probably the one user interface feature I was quite excited about is how people’s profiles unfold from left to right, and scroll horizontally. Given the way that we read books, and the fact that most of the screens we use on a computer are horizontally oriented, it is one of those rare design ideas that makes so much sense, you wonder why no other large site has chosen this navigation style.  As more consumers get used to this style, it opens up more possibilities for brands to use the same design in powering new ideas for engagement online.

2. Power of Visual Search

When you search for an artist or a person, the search box takes over the entire screen with your search query presented in a satisfyingly large font. More importantly, searching for a brand not only provides relevant people AND songs, but gives a uniquely complete social portrait of a brand in terms of entertainment. In the future, I could see this becoming a sort of visual pop culture search for brands … want to see songs that mention Hennessy Cognac, or Coca-Cola?  Myspace can do it.

3. “Hidden Side” User Data

Right from the first moment of registering, Myspace asks a unique set of questions to help people describe themselves. As I went through the registration process, everything from that first choice to also selecting a unique song to relay my personality and beliefs (I chose “Half the World” from Rush) were the sorts of questions I hadn’t been asked before, or ever posted online. Right now, I have a unique mix of a few of my favourite Latin songs (see image below), and shared a virtual concert I’ll be attending for the talented Ana Free. If other users end up sharing more unique data about themselves and preferences that is not duplicated anywhere else, it will become an opportunity for the right brands to engage people based on interests they have only really declared in one place online … in Myspace.

4. Expression-Centric Interface

The entire interface of Myspace seems designed around entertainment and music in particular. This is great news for anyone who is an entertainer or “talent” to showcase all their creations. It’s also a great model for anyone who wants to present more of their creative and artistic side. On my own profile, for example, I used a background image of a recent photo that I took on my family trip to India a few months ago. Before sharing it there, I hadn’t really posted it online anywhere. The brilliance of putting expression front and center is clearly tapping into the trend of social visualization, which I wrote about last month.

5. Interactive Brand Promotion

With high profile celebrities like Justin Timberlake behind the resurgence of Myspace, one of the marketing tactics we will likely see in the coming months is more actors, musicians, artists and other expressive celebrities turning to Myspace as a new way to share their creative work. For brands working with these spokespeople, this presents a wonderful short term opportunity to provide content for this new platform and stand out like a big fish in a small pond. As Myspace remains in early “open beta” phase and continues to grow, the brands that move earliest along with their spokesperson partners will have a chance to stand out, and get more engagement as well as media attention for being early adopters.

2013 Trend – Hyper-Local Commerce

IMB_Trend14_Hyper-Local-Commerce

What’s the Trend? New services and technology makes it easier for anyone to invest in local businesses and buy from local merchants. The consumer desire to “shop local” will have plenty of help in the coming year from a suite of online tools, innovations and personalization technology that help anyone in any location around the world to identify local vendors…Read More >>

The 8 Year Website Redesign

IMB_RedesignNotes

If there is one fact I have seen over and over from just about anyone who runs a website … it is that we all are constantly dreaming about redesigning our sites. Almost from the day we launch, we can’t help thinking about all the things we would like to add to our sites and what we would change if…Read More >>

The Best And Worst Of London 2012 Olympic Marketing Roundup

The Best And Worst Of London 2012 Olympic Marketing Roundup

NOTE – To see a full visual roundup of the best and worst marketing, visit my London 2012 Olympic Marketing – Best & Worst Pinterest Board. As the world turn its attention to the Games in London today, I'll have to indulge my Olympic passion from afar this time around.  I've been a lover of the Olympics since I was in college…Read More >>

5 Marketing Lessons From Uber (The World's Best Travel App)

5 Marketing Lessons From Uber (The World's Best Travel App)

Several weeks ago I was standing on a street corner in New York. (This is not the sentence I thought I'd start this post with, but go with me …) After unsuccessfully trying to hail a cab, I decided to try out an app I had heard about called Uber. I had heard it was useful for those kinds of…Read More >>

How MindValley Is Building the Next TED (Only More Useful)

How MindValley Is Building the Next TED (Only More Useful)

This morning I watched an amazing TED video of flying robots that can operate autonomously and collaborate with each other at the same time. It is exciting technology … just the kind of thing you would expect to come out of a TED event. As I write this, the video (and its big finish where the robots play a song…Read More >>

What You Should Know About Google For NonProfits

What You Should Know About Google For NonProfits

This afternoon in front of a packed room of nearly 200 nonprofit communicators in Washington DC, Google announced their most innovative and ambitious set of tools to help nonprofit organizations to succeed yet. Promising to offer $10,000 in free keyword advertising credits, branded channels and other extended premium features, the announcement of the Google for Nonprofits program divided the ways…Read More >>

5 Crowdsourced Consumer Trends To Watch In 2011

5 Crowdsourced Consumer Trends To Watch In 2011

Almost anyone you meet in marketing will usually be a fan of getting their data and insights about major trends in consumer behaviour from research reports. After all, we generally pay a lot of money for them, and (ironically) many of the most authoritative are BRANDED either by a research organization, or by an authoritative institution such as a renowned…Read More >>

Gilty Secrets: 10 Marketing Techniques From Today's Hottest eCommerce Site

Gilty Secrets: 10 Marketing Techniques From Today's Hottest eCommerce Site

To say that Gilt.com is on fire may be something of a understatement. The site, which features daily special sales of luxury products at discount prices is on track by some estimates to pull in $400 million in sales for the 2010 calendar year. The growth of Gilt.com has coincided with a shift in how many consumers are thinking about…Read More >>

Twiangulate Lets You Follow Your Followers' Followers

Twiangulate Lets You Follow Your Followers' Followers

Let me go on the record to say that if you happen to be a vendor of some type of social networking solution or software that would be useful for an agency like Ogilvy, hands down one of your most effective methods of advertising has to be to target the Ogilvy network on Facebook with a customized ad. I have…Read More >>