Open letter to Chris DeWolfe, Ruper Murdoch and Allen Hurff (the MySpace dudes)
I’ve been tracking MySpace’s progress, and the Dow Jones purchase, the rise of Fox News and (of course) the Simpsons, 24 and House.
I’ve also noticed MySpace’s increased focus on becoming an open social network, the loss of Amit and some other MySpace execs and ultimately the departure of Peter Chernin. So now seems like as good of a time as ever to voice my opinion on what you should be doing.
1. MySpace needs to be repositioned. Not just beyond the beer drinking, middle Americans which make up the majority of your clicks, but also into better leveraged, synergistic exploitation of the other News Corp properties - both within and out of MySpace. So be prepared, this is a megalomaniacal strategy.
2. The goal would be to increase profits, contribute to the new economy, redefine what business models social networking is ‘good for’ and go beyond banner advertising - and search.
3. First off - I commend you on your meteoric growth, $800M in revenues and incredible MySpace music service. You have your hands in all sorts of plays and strategy - so who am I to rudely suggest you make changes? 
4. MySpace live events, local retail job centers and MySpace kiosks is what I’m proposing. The Skout Out announcement at DEMO got me thinking. Who cares about Skout Out? But a MySpace kiosk would ROCK! Especially in shopping malls, retail strips and places where your kind of customers hang out. I’m not talking about snotty book stores. I’m talking about sneaker and t-shirt shops, Old Navy and Wal-Mart. MySpace is all about middle America - and there’s a huge opportunity to help these people:
- get jobs, learn new technology job skills and in general - nerd out on Skype, video editing and web page building. Customizing MySpace pages and band pages.
- discover music and movies, and then offer them discount tickets, even freebee concerts and live events
- meet each and others like them, and get them all working together - to make money
5. You might have noticed Microsoft (for the second time) getting into the retail game. They failed miserably before and there’s no reason to think they’ll succeed again. “Who associates Microsoft with social networking, music or ‘things hot?’” Nobody - but EVERYBODY at a shopping mall would associate MySpace with all things hot, if it was done right.
I’m not talking about setting up MySpace stores, but partnering with empty retail space in shopping malls throughout America. Set up machines, get a fast line in there and Wifi and set about repositioning your company as a brand which means “help me get a job.” Teach them relevant skills, hook up an on-line marketplace and tie this all into kiosks - as well. Those kiosks will help promote your content properties, tie in partner promotions and point to upcoming live events - being putting on in cities around the country.
6. So let me jump to the chase. As the same time that you roll your MySpace kiosks - you launch a ‘MySpace jobs center‘ concept. This is not just about jobs listings, which you can do in conjunction with CareerBuilder or Monster (or even Craigslist) but this is MORE about developing jobs skills, and setting up local web and multimedia bureaus, so kids can learn how to build MySpace pages and band pages and help put on MySpace live events. These MySpace sponsored events will then tie into MySpace tech support and video phone call centers and ultimately end-up with - MySpace learning.
Think of this jobs skills program as a hybrid approach where kids (and even adults) learn how to build a web page, customize CSS, learn how to edit video or audio, learn how to integrate different web technologies together - which then support live event promotions, parties, activism, all sorts of ‘on the ground‘ kind of street fairs, etc. Even church events.
Radio stations, local newspapers, etc. all try this and come off boring and flat. But add in some MySpace joie de vivre, anchor live events with a well known act, and line up tons of local acts who would DIE to have a chance to perform - and before you know it you’ve generated yourself a little phenomena - which is exactly what is needed out in middle America - right now! What better brand to bring tech knowledge and job skills to the mall - than MySpace?
7. These local live events put on around the country will feature local photographers, artists and writers as well. But the anchor of the event will be the live music. Identify one or two top acts and for each town you travel to - use MySpace to identify local acts would would DIE to play backup to the stars. So the live event is a celebration of local creativity, job skills and ultimately finding jobs - all brought to you by MySpace!
7. Kids associate MySpace with technology. So what better brand than to educate them, get them jobs and position all that - vis a vis - your TV shows, newspapers and satellite services? What better way than to connect your music service, your social network and live musical events - than through kiosks and job centers - at local malls? What better way then to reposition Myspace and News Corp into a sweet spot in America today (and in fact around the world) “we’re gonna help you help yourself, have fun and place you in a job along the way…..”
8. Take some lessons from Clear Channel and Live Nation - music is at the center of culture, and packaging is the way to make money from it. Add in TV and Movies and you’re all ready to go. But the packaging is changing.
You (MySpace and News Corp) haven’t been doing much more than cross-promoting and taking money from launch budgets. So what I propose is that these kiosks, job centers and live events get sponsored by your entertainment properties, existing advertisers and ‘middle America’ positioned brands. A series of live events, semi-trailer roadshows and mall booths all flog the same theme - “MySpace is how you can learn new skills, meet new friends and find a job”.
9. What America (and the rest of the world) needs now are tech companies who will help educate us on how to upload a photo, edit a video, remix a audio track. How to build a web page, customize a MySpace band page or even launch a new company - all using MySpace. So if you could imagine a local (empty) retail location, with a sign that says “MySpace Job Center” - the kids will line up. Give them free lessons on developing these skillsets, help connect them (via MySpace) to folks who will pay $15 - $25 - maybe even $50 - for a killer MySpace band page - and you’ve got a start.
10. Then those job skills get added to their resume right when corporate America is looking at $Billions$ of dollars of retraining costs. This is what the University of Phoenix is all about. Job skills. Useful skills to get a job. Once a kid has built some band pages, customized some CSS or even configured a laptop to support a live event - they’re gonna be armed with the knowledge that will help them the rest of their life.
You know what I’m talking about - the kind of knowledge they’re NOT getting from our school systems.
11. Setting up a giant game LAN, updating MySpace kiosks with the latest promotional artwork, content and service links, maintaining a network, helping to support VISTA machines (burp!), all those ugly job skills - which are actually in short supply! Why not have MySpace educate these kids - at the mall - and also set them up with gigs? And make sure to hang that “24″ and “Simpsons” flag, put on “House” trivia quizzes and tie into the Wall. St, Journal knowledge bureau - while you’re at it.
Just saying - that might be totally coolio.
Y’know, this kinda makes sense. And certainly needs doing…
Y’know, this kinda makes sense. And certainly needs doing…
Marc,
What a grand idea, it’s too big, too out of the box.
Why not make it simple, suggest they give a computer to a public library for this service?
“MY SPACE @ PUBLIC LIBRARY” then they don’t have staff costs, space costs or any cost
except the cost of a computer..that the library can link to their isp.
MY SPACE could add a link called the MY SPACE Personal Resume Page to link to a “private” resume or two. This would make it easy to apply for jobs without giving an employer a link to a personal MY SPACE page.
FACE BOOK could do this too..A private link to a private resume or two.
It’s about networking isn’t it?
Cheers,
Mitchell Block
http://docunomics.blogspot.com/
Marc,
What a grand idea, it’s too big, too out of the box.
Why not make it simple, suggest they give a computer to a public library for this service?
“MY SPACE @ PUBLIC LIBRARY” then they don’t have staff costs, space costs or any cost
except the cost of a computer..that the library can link to their isp.
MY SPACE could add a link called the MY SPACE Personal Resume Page to link to a “private” resume or two. This would make it easy to apply for jobs without giving an employer a link to a personal MY SPACE page.
FACE BOOK could do this too..A private link to a private resume or two.
It’s about networking isn’t it?
Cheers,
Mitchell Block
http://docunomics.blogspot.com/
Mark I am at the airport waiting to board my plane to Lima, Peru. Last time I was there, 9 months ago, I was obviously every interested in seeing how MySpace performed in the heart of the Andes. And more importantly who would know about it. I had to use an internet cafe and doing so realized that very few people actually had access to do so. I thought that it would be awesome for MySpace to setup some computers there and sort of train the under privileged masses. The only problem is those people dont have any money so I can totall see American Malls being a much better market.
What I really want is to have widespread acitivty ingestion so I can easily let my friends see what restaurants I ate at or where I shopped. Yeah Im weird I want beacon I dont have time to keep track of it all and I dont regret my choices !
Mark I am at the airport waiting to board my plane to Lima, Peru. Last time I was there, 9 months ago, I was obviously every interested in seeing how MySpace performed in the heart of the Andes. And more importantly who would know about it. I had to use an internet cafe and doing so realized that very few people actually had access to do so. I thought that it would be awesome for MySpace to setup some computers there and sort of train the under privileged masses. The only problem is those people dont have any money so I can totall see American Malls being a much better market.
What I really want is to have widespread acitivty ingestion so I can easily let my friends see what restaurants I ate at or where I shopped. Yeah Im weird I want beacon I dont have time to keep track of it all and I dont regret my choices !
Well said.
I’m wondering if this strategy might be a winner for major daily newspapers.
They’ve all got the Web resources to offer most of what you’re talking about, and could find partners for the rest.
Metro dailies have close connections with local institutions across the board, including schools, retailers, all the players who might find reason to come together in setting up shop at the Mall.
A newspaper is also a physical publication that exists in the community and reaches people in ways and in places that other networks don’t, so they have the ability to bring new people constantly into the online community.
Since most communities seem relatively upset to learn that their daily newspapers are threatened, there may remain a reservoir of goodwill that would help make this work for a big daily paper like the San Francisco Chronicle, which is currently under the gun, or any of the others.
Well said.
I’m wondering if this strategy might be a winner for major daily newspapers.
They’ve all got the Web resources to offer most of what you’re talking about, and could find partners for the rest.
Metro dailies have close connections with local institutions across the board, including schools, retailers, all the players who might find reason to come together in setting up shop at the Mall.
A newspaper is also a physical publication that exists in the community and reaches people in ways and in places that other networks don’t, so they have the ability to bring new people constantly into the online community.
Since most communities seem relatively upset to learn that their daily newspapers are threatened, there may remain a reservoir of goodwill that would help make this work for a big daily paper like the San Francisco Chronicle, which is currently under the gun, or any of the others.