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Project Phoenix Timothy LarsEn, Kathryn Larcher, Kay Young Anne-Sophie Lardet, David Zaksheske,

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Rebranding Project for Myspace.com

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Page 1: Myspace Group Power Point

Project Phoenix

Timothy LarsEn, Kathryn Larcher, Kay YoungAnne-Sophie Lardet, David Zaksheske,

Page 2: Myspace Group Power Point

MySpace Today

Page 3: Myspace Group Power Point

The New BrandWhere the brand is today

•Based in California

•Owned by News Corp

•MySpace users are declining

• In May 2010, users were down 13% from the previous year

Page 4: Myspace Group Power Point

The New BrandCurrent Brand Position

•Brand promise• Social networking tool• A place for teens

•Brand image• Teenage wasteland• Music environment

•Target audience• Teens/young adults• Musicians

Page 5: Myspace Group Power Point

The New BrandCurrent Competition

•Facebook

• Target college students• More than 500 million active users• The Average user spends 55 minutes per day

•Twitter

• Social networking and micro-blogging service• More than 24 million visitors per month• 11 percent of American adults use twitter

Page 6: Myspace Group Power Point

The New BrandCurrent Competition

•LinkedIn

• Business oriented social networking site• More than 60 million professionals, including all Fortune

500 companies• More than 15 million visits per month

Page 7: Myspace Group Power Point

The New BrandCharts

Page 8: Myspace Group Power Point

The New BrandBrand Irrelevance

•“Band Spam”• Nonexistent profiles

•Heavy Competition• Facebook

Page 9: Myspace Group Power Point

Brand Positioning Initiative

Page 10: Myspace Group Power Point

The New BrandBrand Promise

Music that defines our generation

Myspace.com

Page 11: Myspace Group Power Point

The New BrandBrand Image

“For the introduction of a new kind of music must be shunned as imperiling the whole state; since styles of music are never disturbed without affecting the most important political institutions.”-- Plato

-Draw on political authority to rebuild myths

-draw on cultural knowledge

Page 12: Myspace Group Power Point

The New BrandBrand Image

“Tell them and they will forget. Show them and they may remember. Involve them and they understand.”—Confucius

-Target national contradictions

-Create Myths that lead Culture

-speak with a rebels voice

Page 13: Myspace Group Power Point

The New BrandBrand Image

“If we do our job...Music's not black or white, it's green." --Jim Caparro, PGD

-Cleaner layout

- Less clutter from ads

-More privacy

-Ahead of the game

-SIMPLE USE

Page 14: Myspace Group Power Point

The New BrandBrand Image

Music that defines our generation

Myspace.com

Page 15: Myspace Group Power Point

The New Brand Target Audience

•15-25 yrs: 31,2% of the US population is under 18 and 38,3% is under 25

•Young adults: they like music and the media

•People trying to view content

•People trying to add content

Page 16: Myspace Group Power Point

The New BrandConsumer wants and needs

•Ease of adding/changing content

•Ease of finding content and new music

•Operating system

•Anywhere access

Page 17: Myspace Group Power Point

Competition

Page 18: Myspace Group Power Point

The New BrandCompetition“YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience.”

•Developed in early 2005

•Official launch November 2005

•July 2006• 100 million views daily• 65,000 new videos daily

•October 2006, Google Inc. acquired YouTube

•2008, YouTube revenues reach $200 million

Page 19: Myspace Group Power Point

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The New BrandCompetition

•Massive social impact• Video sharing has become part of internet culture• Has a simple interface• Can share videos in seconds

•2008, received a Peabody award

•Entertainment weekly’s end of the decade “best of “ list

Page 20: Myspace Group Power Point

The New BrandCriticisms

•Copyrights Issues

•Controversial content

•User comments

•Blocking

Page 21: Myspace Group Power Point

The New BrandCompetition

•Free application

•Purchase, organize, play and sync music

•Ping is a social network For music

•Developed and operated by Apple

•Launched September 2010

•“Facebook and Twitter meet ITunes”~steve Jobs

Page 22: Myspace Group Power Point

The New BrandCompetition

•Endorsed by Chris martin and Lady Gaga

•Has had good reception so far• Business Insider and Wired have given Ping praises• 1 million users

within 48 hours

Page 23: Myspace Group Power Point

The New BrandCriticisms

•Fake Accounts

•Limited Service

•Spam

•Facebook

Page 24: Myspace Group Power Point

Brand Design

Page 25: Myspace Group Power Point

The New BrandLook and Feel

•Old MySpace• Brand elements• Brand promise

•Proposed New Brand• Keep familiarity elements• New brand elements• New brand promise

Page 26: Myspace Group Power Point

The New Brand

Page 27: Myspace Group Power Point

The New BrandBrand Promise

“Music that defines our generation”

• Statement of who we are

• Bold action

• Positioning change• Dominate positioning of each element

• Leaves room for growth• Artists that define …• Entertainment that defines …

Page 28: Myspace Group Power Point

The New BrandBrand Promotion

•Simple but refined styling

•Use of concrete calls to action• Simple statements

•Use of action backgrounds• Loud imagery• Suggestive success

•Advertising in major music publications and sponsorships of underground scene events

Page 29: Myspace Group Power Point
Page 30: Myspace Group Power Point

The New BrandLong Term Strategy

•Build the most comprehensive music social network in the world

•Use former popularity & Success

•Add social/music networking

•Coupled with the addition of the new tools introduced previously

Page 31: Myspace Group Power Point

The New BrandLong Term focus

•Introduce new brand

•Intricate map of new upgrades and changes

Page 32: Myspace Group Power Point

The New BrandLong Term Upgrades

•Create “Myspace connect”

•Introduce “Myspace player”

•Follow up with “Myspace tv” (MyTV)