Today I’m fortunate enough to be in Sydney in the blogging contingent at adTech.
As usual at these things there is a lot of content to listen to and many people to meet so I’ll keep my impressions so far (three quarters of the way through day 1) brief.
Myspace – Shawn Gold Session
Shawn Gold, CMO of Myspace, was interviewed in the keynote space this morning and while there wasn’t a great deal of ‘new’ information it was I was fascinated by the glimpse at the whirlwind journey of the last three years that has been Myspace.
His reflections upon the keys to social media sites resonated with me. They included (and this is a bringing together of many of the wide variety of things that he covered):
- Letting Users define the direction of the Site
- Giving Users the tools to express themselves as individuals
- Build something that empowers people and makes their lives more efficient
He also reflected upon two aspects of young people (teens and young adults) that Myspace taps into:
- Identity Production (or personal branding) – one of the things that most teens go through (and have always been through) is asking questions about identity. They ask questions about who they are, how they’re different from their parents, how they connect with wider culture etc. Myspace (and other social networking sites) is a space that young people explore who they are and express that journey.
- Down Time – between school, sports, part time work and other extra curricula activities (combined with the fear of many parents that doesn’t allow some kids to get out as much) there is less ‘down time’ or ‘hanging out’ going on in teen years. Myspace is being used by many young people as a ‘down time’ medium. Instead of hanging at the ‘mall’ they hang online.
Quote of the day – ‘it’s a great time to be lonely on the internet.’