Stanford University Digital Media Entrepreneurship Class 4-30-09

1. Social Media Monetization:
Now and in the Future
Stanford University
April 30, 2009
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2. Agenda
• MySpace: Current Snapshot
• Monetization Examples
– MySpace Local
– MySpace Apps
– MySpace Impact
• Monetization Themes
• Future Trends- Offsite APIs
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3. MySpace: Current Snapshot
• In the U.S. over 70 million monthly unique visitors view over 34
billion pages
• MySpace U.S. visitors spend over 16 billion minutes on the site
each month, with an average of 230 minutes per visitor
Monthly Unique Visitors (000) - U.S. Social Networks
70,000
Ave. Minutes per Visitor - U.S. Social Networks
60,000
250.0
50,000
200.0
40,000
150.0
30,000
100.0
20,000
50.0
10,000
0.0
0
Source: comScore, inc. February, 2009
Source: comScore, inc. February, 2009
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4. Core Tenets of MySpace
• Enabling user self expression
• Facilitating the discovery of new
media assets
• Creating opportunities for users
with like interests to come
together
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5. MySpace Local
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6. MySpace Local
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7. MySpace Apps
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8. MySpace Apps
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9. MySpace Apps
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10. MySpace Impact
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11. Integrated Advertising
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12. Integrated Advertising
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13. Monetization Themes Across Media
• High utility content sites deliver higher ad performance
• Rich user-provided data is the basis for a superior monetization
platform
– A win for users, for advertisers and publishers
• Well diversified revenue models are crucial
– e.g. CPM and CPC
– e.g. Affiliate offers and direct payment
– e.g. Commerce and advertising
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14. confidential

15. About the Open Platform
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16. Goals of the MySpace Open Platform
• Onsite APIs (Apps)
– Simple objective: enable visionary partners with great ideas to launch new user
experiences within MySpace
• Offsite APIs (MySpaceID and Post To MySpace)
– Enable MySpace users to bring their profile and friends into partner sites and share
content from partner sites with friends on MySpace
– Build a program that supports user interest in surfacing actions taken outside of
MySpace as a means to enhance social interaction and self expression on site
• Bottom Line Goals of the Platform
– Create great user experiences on MySpace and across the web by working closely
with best-in-class partners
– Deliver clear business value to platform partners by providing strong opportunities
for new user acquisition, new sources of revenue and increased user engagement
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17. confidential

18. MySpaceID: Product Overview
• Co-Registration
– Allows users to quickly register on partner sites using MySpace credentials
– A true co-registration model, partners keep user data permanently if users opt in
• MySpace User Profile Data for Partner Sites
– Enables users to publish MySpace profile data on the partner site, allowing partners to more
effectively target users with relevant content
• Friend Discovery
– Empowers MySpace users to easily discover friends on partner sites
• MySpace Activity Streams for Partner Sites
– Allows users to view and share their MySpace updates on partner sites
• Publish Partner Site Activity into MySpace
– Supports user interest in self expression while creating a powerful tool for the viral spread of
partner content within MySpace
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19. MySpaceID: How is it Different?
• Partners keep the Portable Profile information
– Age
– Current location
– Gender
– Nickname
– Thumbnail URL
– E-mail (requires opt-in)
– First Name (requires opt-in)
– Last Name (requires opt-in)
• Dynamic Content Updates
– Once a user links an account, updates to profile data on MySpace will be
dynamically updated on the partner site even if the user isn’t logged in
• Built on Open Standards
– The use of common open standards like OAuth, OpenID, Portable Contacts and
Activity Streams provides access to community innovation and creates efficiencies
when integrating with other sites
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20. MySpaceID: Co-Registration
Welcome back | | Sign In | Sign Up
• Allows MySpace users to easily register and interact with partner
sites with the click of a button
• Increases user registration
• The user and the data are the partners
– Portable Profile information can be stored
• No more profile fatigue for users
– No need for users to create yet another username, password, and profile
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21. MySpaceID: Co-Registration (cont.)
• The Portable Profile is passed to a partner if a user opts in when linking
an account using MySpaceID
- Age
• Once an account is linked - Current location
- Gender
partners can retain the Portable - Nickname
Portable Profile information - Thumbnail URL
Profile - E-mail (requires opt-in)
even if the link is later broken - First Name (requires opt-in)
- Last Name (requires opt-in)
• Cached content must be MySpace user profile page content
including:
refreshed every 24 hours and
purged when a user decides to About me, Body type, Books, Children,
Cached Drinker, Ethnicity, Has app, Heroes, ID,
unlink their account Interests, Jobs, Looking for, Movies,
Content Music, Name, Network presence, Profile
song, Profile url, Relationship status,
Religion, Sexual orientation, Smoker,
Status, TV shows
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22. MySpaceID: Profile Data
• Users can publish MySpace profile
data on the partner site
• Creates community engagement
• Delivers Personalized Experiences
– Rich user demographic and
psychographic information from
MySpace profile pages can be used to
target visitors with more relevant site
features and content—increasing user
engagement and retention
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23. MySpaceID: Friend Discovery
• With MySpaceID users can come to
partner sites and easily find their
friends
• MySpaceID friend discovery
accelerates social activity and user
engagement within the partner site
environment
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24. MySpaceID: Activity Streams On Partner Sites
• With MySpaceID, users can access MySpace updates from within the
partner site (increasing user engagement)
• MySpace users can also share their activities with
others on partner sites
– This feature is particularly appealing to partners who are
embracing an activity aggregation model
• MySpaceID can also be used to build new
applications on top of MySpace alerts, notifications
and updates
• Feed flexibility ensures relevant experiences
– With MySpaceID, partners have flexibility to display only
specific categories of updates like music, events, or photos
to be more relevant
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25. MySpaceID: Activity Publishing into MySpace
• MySpaceID enables users to share activity on the
partner site with friends on MySpace
– User actions taken on a partner site are surfaced in the
MySpace Activity Stream and seen by a user’s MySpace
friends
– Leverages the viral nature of MySpace friend updates
• Each activity shown on MySpace contains a link back
to the original event, driving traffic back to the
partner site
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26. MySpaceID: Yahoo! Example
With MySpaceID, users can log
into MySpace on Yahoo!
Once logged in, users can see their
MySpace updates and engage in MySpace
features directly on the Yahoo! homepage
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27. MySpaceID: Justin.tv Example
A MySpace user who wants to
join a chat on Justin.tv clicks
MySpace and is asked to login
using the pop-out window in
upper left
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28. MySpaceID: Justin.tv Example (cont.)
After logging into MySpace via Justin.tv, the user
is prompted to update their status on
MySpace, which will appear on their MySpace
Profile and friend’s home pages (see upper left)
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29. MySpaceID: Justin.tv Example (cont.)
The MySpace user can chat with other
MySpace users and Justin.tv users about
the video
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30. MySpaceID: Based on Open Standards
The Benefits of Open
• Reusable code
– Integration with MySpaceID will translate
OpenID (sign-on)
to others who are building on the Open
Stack OAuth (security)
• e.g. Google, Yahoo!, AOL, and more
Portable Contacts (friends)
• Collaborative development
OpenSocial (profile)
– Companies large and small will have
access to community innovation Activity Streams (activities)
• A non-proprietary foundation for how
social data travels across the Web
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31. MySpaceID: Privacy and Security
• The user has complete control of his identity
• Login/Password info is never shared
– Each site is given a secure token by the user to access her data
• Users can unlink a site and disable access to their data at any time from
inside of MySpace
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32. MySpaceID Monetization Models
• Network ad model
• Traffic and engagement driver
• Freemium model for APIs
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33. MySpaceID Partners
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35. Post To MySpace: Product Overview
Post To MySpace allows users to publish content directly into MySpace
with a simple two-click process.
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36. Post To MySpace: Product Overview (cont.)
Publisher content can appear directly in the MySpace user profile…
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37. Post To MySpace: Viral Exposure
…and content can also be made viral and sent to all MySpace friends via a
Blog or Bulletin
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38. Post To MySpace: Placement
Prominent placement on user profiles is a key differentiator for
Post To MySpace
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39. Post To MySpace: Product Benefits
• Ease of Deployment
– Implementation of Post To simply requires copying and pasting a few lines of HTML
code and can be implemented in minutes
– Publishers define the content users can post and share
• Viral exposure for content and brands
– Content from publisher sites is posted directly to users’ MySpace profiles (users
choose to post the content on various modules of their profile)
» When content is posted, a notification is added to each newsfeed of the user’s network
– Fixed placement in About Me and Blogs on MySpace profiles means content will
not get buried as it does with news feeds (activity streams)
– Drives traffic back to publisher sites and improves SEO
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40. Post To MySpace: Implementation
Copy the following code into a prominent location on your page where
you want the Post To feature to appear
<form id=quot;myspaceposttoquot; method=quot;postquot; action=quot;http://www.myspace.com/index.cfm?fuseaction=posttoquot; target=quot;_blankquot;>
<input type=quot;hiddenquot; name=quot;tquot; value=quot;TITLE_GOES_HEREquot; />
<input type=quot;hiddenquot; name=quot;cquot; value=quot;CONTENT_GOES_HEREquot; />
<input type=quot;hiddenquot; name=quot;uquot; value=quot;URL_GOES_HEREquot; />
<input type=quot;hiddenquot; name=quot;lquot; value=quot;LOCATION_GOES_HEREquot; />
<a href=quot;#quot; onclick=quot;document.getElementById('myspacepostto').submit();return false;quot;>
<img src=quot;quot; border=quot;0quot; alt=quot;Post to MySpace!quot; /> Share on MySpace!
</a>
</form>
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41. Questions?
joberfest@myspace-inc.com
http://myspace.com/joberfest
http://twitter.com/joberfest
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