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SNAP Summit 2.0: MySpace Keynote

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Cassandra Phillipps
Cassandra Phillipps

Slides from Jim Benedetto's Keynote at SNAP Summit 2.0

TechnologyNews & Politics
1 of 17
SNAP Summit 2.0 March 25, 2008
MySpace Developer Platform ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MySpace Application Ecosystem History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MySpace Developer Platform: APIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why OpenSocial? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OpenSocial Support ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Surfaces ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Security, Privacy and Safety ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Balancing Virality and User Experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Business of Social Platforms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ad Products Driven by User Data Behavioral: Groups, Content pages Demographic Geographic Declared Interests Blogs & Unstructured Data Friends: Relationships Brand affinity Backgrounds and images
Hyper-Targeting Product Overview ,[object Object],[object Object],[object Object],[object Object],SPORTS MUSIC
Hyper-Targeting vs. Traditional Models Freely expressed data in a user’s Personal Profile offers marketers more authentic, powerful, and direct targeting beyond common proxy methods General Web Proxies MySpace User-Expressed Demographic Behavioral Content Targeting Method Required or optional registration data Pages viewed, clicker retargeting Personal fitness and sports articles, search terms, shopping sections Male, 28, Aries, CU Boulder grad, nonsmoker, want kids someday Sample Target ATHLETIC SHOE BUYER (M18+, Active, Sports Fans, Healthy) About Me: “I feel the need for speed – bring it on” Interests : running, fitness, outdoors, South Park, travel, NFL, Phish Blog: “I need your support! have gone off deep end and agreed to cycle 100 miles…” Comments, Photos, Videos Member : The Raider Nation, Snowboarders, Track & Field Runners Friend: Nike and Jeep Communities
Hyper-Targeting Example: Movie Category Action/Adventure Thrillers Comedies Concepts Action Classics Crime Thrillers African-American Comedies Tragedy Action Comedies Erotic Thrillers British Comedies Animals Action Thrillers Espionage Thrillers Cult Comedies Nature Adventures Foreign Mystery & Suspense Dark Humor & Black Comedies Educational African-American Action Mobster Foreign Comedies Holidays & Christmas Blockbusters Mystery Latino Comedies Battles Comic Books & Superheroes Murder Mysteries Political Comedies Betrayal Crime Action Political Thrillers Slapstick Heroes Deadly Disasters Sci-Fi Thrillers Spoofs & Satire Violence Espionage Action Supernatural Thrillers Sports Comedies Gore Foreign Action Suspense Stand-Up Affairs & Love Triangles Martial Arts Disney Film Military & War Action Animation Romance Sequel Westerns Anime/Japanimation African-American Romance True Stories Foreign Romance Essential Cinema Children & Family Dramas Romance Classics Based On A Novel Family Movies African-American Dramas Romantic Comedies Tragedy Children's Movies Biographies Romantic Dramas Animals Teen Comedies Courtroom Dramas Love Stories Nature Teen Dramas Crime Dramas Educational Teen Romance Cult Dramas Classics Holidays & Christmas Film Noir Classic Comedies Battles Documentaries Foreign Drama Classic Dramas Betrayal Latino Dramas Classic Sci-Fi & Fantasy Heroes Religion & Spirituality Melodrama Classic Thrillers Violence General Religion & Faith Military Dramas Classic War Stories Gore Christianity & The Bible Period Pieces Classic Westerns Affairs & Love Triangles New Age/Metaphysical Political Dramas Epics Disney Film Death & The Afterlife Romantic Dramas Foreign Classics Sequel Good vs Evil Showbiz Dramas True Stories Sports Dramas Foreign Essential Cinema Tearjerkers Foreign Classics Based On A Novel Sci-Fi & Fantasy Foreign Drama Action Sci-Fi & Fantasy Horror Foreign Romance By Actor/Director/Title Alien Sci-Fi B-Movie Horror Foreign Action Top Films (100) Classic Sci-Fi & Fantasy Foreign Horror Foreign Mystery & Suspense Top Actors (40) Fantasy Ghost Stories Foreign Sci-Fi/Fantasy Top Producers/Directors (20) Foreign Sci-Fi/Fantasy Horror Classics Foreign Comedies Sci-Fi Adventure Monsters Foreign Horror Sci-Fi Dramas Satanic Stories Sci-Fi Horror Slashers and Serial Killers Sports Sci-Fi Thrillers Supernatural Horror Baseball Space Teen Screams Basketball Supernatural Sci-Fi Vampires Boxing & Wrestling
Hyper-Targeting Example: Auto AUTO Meet Thomas, car buff:
Hyper-Targeting Example: Health & Fitness Meet Southern Girl, athlete and running fan: HEALTH & FITNESS
Over 150 Advertisers Use MySpace Hyper-Targeting

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SNAP Summit 2.0: MySpace Keynote

  • 1. SNAP Summit 2.0 March 25, 2008
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  • 11. Ad Products Driven by User Data Behavioral: Groups, Content pages Demographic Geographic Declared Interests Blogs & Unstructured Data Friends: Relationships Brand affinity Backgrounds and images
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  • 13. Hyper-Targeting vs. Traditional Models Freely expressed data in a user’s Personal Profile offers marketers more authentic, powerful, and direct targeting beyond common proxy methods General Web Proxies MySpace User-Expressed Demographic Behavioral Content Targeting Method Required or optional registration data Pages viewed, clicker retargeting Personal fitness and sports articles, search terms, shopping sections Male, 28, Aries, CU Boulder grad, nonsmoker, want kids someday Sample Target ATHLETIC SHOE BUYER (M18+, Active, Sports Fans, Healthy) About Me: “I feel the need for speed – bring it on” Interests : running, fitness, outdoors, South Park, travel, NFL, Phish Blog: “I need your support! have gone off deep end and agreed to cycle 100 miles…” Comments, Photos, Videos Member : The Raider Nation, Snowboarders, Track & Field Runners Friend: Nike and Jeep Communities
  • 14. Hyper-Targeting Example: Movie Category Action/Adventure Thrillers Comedies Concepts Action Classics Crime Thrillers African-American Comedies Tragedy Action Comedies Erotic Thrillers British Comedies Animals Action Thrillers Espionage Thrillers Cult Comedies Nature Adventures Foreign Mystery & Suspense Dark Humor & Black Comedies Educational African-American Action Mobster Foreign Comedies Holidays & Christmas Blockbusters Mystery Latino Comedies Battles Comic Books & Superheroes Murder Mysteries Political Comedies Betrayal Crime Action Political Thrillers Slapstick Heroes Deadly Disasters Sci-Fi Thrillers Spoofs & Satire Violence Espionage Action Supernatural Thrillers Sports Comedies Gore Foreign Action Suspense Stand-Up Affairs & Love Triangles Martial Arts Disney Film Military & War Action Animation Romance Sequel Westerns Anime/Japanimation African-American Romance True Stories Foreign Romance Essential Cinema Children & Family Dramas Romance Classics Based On A Novel Family Movies African-American Dramas Romantic Comedies Tragedy Children's Movies Biographies Romantic Dramas Animals Teen Comedies Courtroom Dramas Love Stories Nature Teen Dramas Crime Dramas Educational Teen Romance Cult Dramas Classics Holidays & Christmas Film Noir Classic Comedies Battles Documentaries Foreign Drama Classic Dramas Betrayal Latino Dramas Classic Sci-Fi & Fantasy Heroes Religion & Spirituality Melodrama Classic Thrillers Violence General Religion & Faith Military Dramas Classic War Stories Gore Christianity & The Bible Period Pieces Classic Westerns Affairs & Love Triangles New Age/Metaphysical Political Dramas Epics Disney Film Death & The Afterlife Romantic Dramas Foreign Classics Sequel Good vs Evil Showbiz Dramas True Stories Sports Dramas Foreign Essential Cinema Tearjerkers Foreign Classics Based On A Novel Sci-Fi & Fantasy Foreign Drama Action Sci-Fi & Fantasy Horror Foreign Romance By Actor/Director/Title Alien Sci-Fi B-Movie Horror Foreign Action Top Films (100) Classic Sci-Fi & Fantasy Foreign Horror Foreign Mystery & Suspense Top Actors (40) Fantasy Ghost Stories Foreign Sci-Fi/Fantasy Top Producers/Directors (20) Foreign Sci-Fi/Fantasy Horror Classics Foreign Comedies Sci-Fi Adventure Monsters Foreign Horror Sci-Fi Dramas Satanic Stories Sci-Fi Horror Slashers and Serial Killers Sports Sci-Fi Thrillers Supernatural Horror Baseball Space Teen Screams Basketball Supernatural Sci-Fi Vampires Boxing & Wrestling
  • 15. Hyper-Targeting Example: Auto AUTO Meet Thomas, car buff:
  • 16. Hyper-Targeting Example: Health & Fitness Meet Southern Girl, athlete and running fan: HEALTH & FITNESS
  • 17. Over 150 Advertisers Use MySpace Hyper-Targeting