There is one constant when it comes to Digital Marketing: people are always looking for the “next big thing” while announcing the “end” of the last one. Lately, the digerati have been increasingly calling out “the end of MySpace” thanks to their latest restructuring and layoffs. And many are pointing to the visitor growth of Twitter and Facebook as rationale as well. But to paraphrase Mark Twain, I think:
“the reports of MySpace’s death are greatly exaggerated.”
This is a point I have been trying to make to many of my fellow marketers. After all, it easy to try to compare MySpace to Facebook…or even to Twitter. The media does it all the time. But fewer people take the time to look beyond the headlines to see what makes MySpace a unique property.
First and foremost, we are talking about a site that still delivers over a 50 reach with 18 – 24 year olds in the US. And there are still almost 3 times as many Teens on MySpace as there are on Facebook. If your brand cares about reaching youth, there are still few places as strong as MySpace to do just that.
Second, MySpace has emerged as an Entertainment Portal. While it started as a Social Networking site, that really isn’t what the site is about any longer. Today MySpace is about music, movies and other forms of Digital Content / Entertainment. I have a feeling that the new management is going to continue to play up this strength and we’ll see MySpace Music and MySpace Video play an even larger role in the digital entertainment landscape.
Finally, MySpace is a prime example of what Alan Wolk calls “NASCAR Blindness.” It is a condition that marketers and the media suffer from all the time. As the chart below from Mashable shows, MySpace might not be a dominant site on the coast, but it wins in the Heartland of America… just like NASCAR.
You can’t argue that growth on MySpace has stalled. But MySpace is still a dominant force in the digital marketing landscape. They are headed by a group of extremely talented managers. And most importantly, MySpace is still a force that marketers would be smart to keep an eye on instead of reporting its death.
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Peter,
While I thanked you for your participation previously in this thread, I now want to join in on the amazing (and constructive) dialogue that has continued since then. In full disclosure I’m part of a small team at P&G building our Digital skills, including Social Media and was also on the team that designed this training event. And as you know, I’m also a believer in “eating what you cook” in digital so I’m relatively active in both blogging (HardKnoxLife.com) and Twitter (@daveknox).
I’ve spent the past day listening to the conversations about our event but thought I would offer some additional perspective on the event.
The P&G Digital Event was an internal training exercise for 100 or so of our senior marketing leaders. We wanted to create a hands-on event for them to see first-hand what Social Media is all about. We wanted to bring it to life for them and take it beyond buzzwords and shiny objects like Twitter, the Long Tail, or CGM.
We hoped to see our leaders come away with several realizations but a couple I’ll mention relevant to my comments include:
It is the last point I really want to speak to. As I’ve followed the conversation, it looks like some have thought we were “having a one night stand” with Social Media. That isn’t the case at all. There are many P&Gers that are active in Social Media – as well as many of our brands. We wanted the event to help support those that aren’t as active see first hand that you have to be wired differently than traditional marketing efforts to be successful in the space.
Sure we could have told them that in a speech or powerpoint but that goes against the heart of Social Media where it is about doing and living it. Luckily some of the best and the brightest in the space where willing to help us show our marketers how to do just that. Many are our business partners today. But I also believe that their engagement was more than just “good account management.” People like Peter Kim, David Armano, Deb Schultz, Pete Blackshaw and many others involved are truly ambassadors of Social Media who can help teach marketers the RIGHT way to be involved. I’m honored that they are willing to help us learn.
Every P&G marketer involved woke up the next morning having seen firsthand a world that is different than the world they know and that digital is having an impact on people’s lives in new ways. And while change doesn’t happen overnight we’re working to embrace the truly dynamic and exciting digital space to serve consumers and build our business.
Thanks for listening and please keep up the dialogue. Healthy debate is how we all learn together. And please believe me when I say that P&G is here to learn and live our motto that the “Consumer is Boss.”
Dave Knox
Procter & Gamble Brand Manager, Digital Business Strategy