« MySpace going Hyperlocal? »
Dave Stevens, General Manager at MySpace spoke last Friday at the Technology Innovators Breakfast hosted by BOT
The bulk of his talk was around why social networks were important to advertising and marketing, particularily hyper-targeting and it's advantages to businesses. Stevens also discussed the Big Mac Chant campaign as an example of a PR event embedded entirely in a social network. This part of the talk was generically useful and informative.
The part of the talk I found particularily interesting was that MySpace plans to create hyperlocal micro-communities; allowing MySpace to refine it's targeted marketing. Stevens used the example of allowing Parent Connect programs to organize on MySpace.
Given the interest in micro-communites in general, perhaps this is the start of the larger plan to roll out better micro-community support within MySpace. The impact on the market share and revenue models for existing micro-community platforms such as Ning could be devastating. Long term, with frameworks such as OpenID and OpenSocial, the caretakers of micro-communities are going to be able to flip platforms relatively easily. I think the social network scene is in for some changes.
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