Contents

Who Does it right?

Defining our Simple Paths

Educating through Key Drivers

• Drive Answers

• Drive Awareness

• Drive Relationships

Strategic Framework: Product Marketing

• Business Goals

• Competitive Landscapes

• Members Needs

• Engagement

• Metrics

Who

does

it right?

• Value proposition is front and center

• Two paths presented on home page: Discovery and Creators

• Showcases how people are using product

• Lifestyle is built around the product

• Content First-Person Second

• Easy Sign Up Process• Straight Forward Value

Proposition• Teach People to be

productive• Auto Follow so no one starts

with a blank page• Show examples of how

people are using Myspace• Content First-Person Second

Defining

their

Paths

Broadcast

Myspace provides me the best platform to

present to, discover, broadcast to, and grow

an audience.

Discover

I come to Myspace because it allows me to

discover the most creative content on the

web and the artists who create it.

Engage

Myspace gives me the tools to collaborate

with the individuals who are engaging with

and producing the most creative content.

“Why do you use Myspace?”

Are these

Paths

defined for

our Members?

No.

Ongoing Hang-ups from Focus Group and Feedback • Messaging• Discover• Connect• Upload Video• Upload Music• Events• Drag and Drop • Mobile vs. Desktop• More direct routes• Tutorials and on demand instruction• Simple Profile Controls!

Drive Answers: If it’s broke, fix it.

Address what is keeping the user from

completing his or her task by providing

easy access to answers and information

Drive Awareness: Learn how &

Improve

Provide additional knowledge and

support to help optimize the experience

to expand the value of the product

Drive Relationships: Explore &

DiscoverImprove the exposure of how others are

using the product in order to change

perception and encourage creative

utilization.

Optimize the path

of Discovery,

Broadcasting,

Engagement

through the

following Drivers.

Product

Marketing

to Support

Product

Launches

Product Marketing

Strategic Framework to Support Product

Launches

Metrics - ROI- Targeted Members- Total Members- Page Views/Time

Spent- Most Active Group(s)- Discussion and

Product Feedback- Average Use

Engagement Model - Content Plan- Events - Community

Moderation Plan- Community Promotion

Plan

Business Goals+

Competitive Landscape+

Member Needs

Business Goal(s) for Product• Optimize the Path to Discovery, Broadcast or

Engagement to ____________• Expected Outcomes• Main Stakeholders

Competitive Landscape for Product• What are members currently using off the site?• How active are our members in the use of this

type of product?• How does this optimize their path to discovery,

broadcast, or engagement?

Member Needs• What is the level of anticipation or reception up

to this point for product ? • What # of target members exist for product?• What do they need in this product?• Will they share this product?

DevelopmentBetter understand who and what we are making this for.

Engagement: Content Plan Awareness through Education: FAQ, On site

tutorial, AskMyspace Internal Announcements Educate through Promotion: Editorial Article

Engagement: Events Plan What events can be tied to Product Internal Overview with Staff Hands On Demos with visiting Artists

Engagement: Community Participation Online: AskMyspace, Community Discussion,

Emails or Messaging to Target Members Offline: Twitter, Instagram, Facebook, Tumblr

Engagement: Outreach or Promotion Drive New Signups through Email Press or Media publications Reward and Promote active members

LaunchLook what we made…. Come play with us!

Metrics: Members Conversion rate for Targeted Members Conversion rate for all Members

Metrics: General Analytics Page Views Time Spent Average Use

Metrics: Influence Affect on Discovery, Broadcast or Engagement Most Active Types of groups Discussion level on and off site Feedback

Post LaunchDid this accomplish what we wanted it to as a stand alone product?

Thank You