myspace group power point
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Rebranding Project for Myspace.comTRANSCRIPT
Project Phoenix
Timothy LarsEn, Kathryn Larcher, Kay YoungAnne-Sophie Lardet, David Zaksheske,
MySpace Today
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
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
The New BrandCurrent Competition
• Target college students• More than 500 million active users• The Average user spends 55 minutes per day
• Social networking and micro-blogging service• More than 24 million visitors per month• 11 percent of American adults use twitter
The New BrandCurrent Competition
• Business oriented social networking site• More than 60 million professionals, including all Fortune
500 companies• More than 15 million visits per month
The New BrandCharts
The New BrandBrand Irrelevance
•“Band Spam”• Nonexistent profiles
•Heavy Competition• Facebook
Brand Positioning Initiative
The New BrandBrand Promise
Music that defines our generation
Myspace.com
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
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
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
The New BrandBrand Image
Music that defines our generation
Myspace.com
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
The New BrandConsumer wants and needs
•Ease of adding/changing content
•Ease of finding content and new music
•Operating system
•Anywhere access
Competition
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
0
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
The New BrandCriticisms
•Copyrights Issues
•Controversial content
•User comments
•Blocking
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
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
The New BrandCriticisms
•Fake Accounts
•Limited Service
•Spam
Brand Design
The New BrandLook and Feel
•Old MySpace• Brand elements• Brand promise
•Proposed New Brand• Keep familiarity elements• New brand elements• New brand promise
The New Brand
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 …
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
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
The New BrandLong Term focus
•Introduce new brand
•Intricate map of new upgrades and changes
The New BrandLong Term Upgrades
•Create “Myspace connect”
•Introduce “Myspace player”
•Follow up with “Myspace tv” (MyTV)