具体描述
"MySpace Marketing is the quintessential low-down on guerilla marketing on the biggest social network on the planet. Marketers big and small need to learn how to connect with their target audiences via social media or get left in the dust. MySpace Marketing gives the grounding and the specific tips and traps essential for marketing success on MySpace." --Mark Brooks, Editor, SocialNetworkingWatch.com "An invaluable guide to the dos and don'ts of building and marketing to social networks--essential reading for the enterprise 2.0." --Niall Cook, Author, Enterprise2.0: How Social Software Will Change the Future of Work "Social networking is the new PR and advertising--any business not starting to explore the online space will be left behind by the competition. MySpace Marketing gives a practical, step-by-step approach that any business can use for successful marketing on the popular site." --Colleen Coplick, BuzzNetworker.com "Social Networks like MySpace are critical to the future of marketing. With traditional tactics like advertising no longer effective, there is no better way to have prospects experience your brand." --Paul Dunay, Global Director of Integrated Marketing, BearingPoint; Author, Buzz Marketing for Technology blog "MySpace Marketing is a practical guide for anyone involved in brand building. From starting with strategy ('Is your business right for MySpace marketing?') to the ins and outs of profile creation and audience segmentation, this book is an essential primer for small business owners and large brands alike on one of the biggest social networks." --Scott Monty,The Social Media Marketing Blog, Global Digital & Multimedia Communications Manager, Ford Motor Company "MySpace Marketing takes a respectful look at the rich community of MySpace and instructs marketers on how to successfully become a part of that community. Part field-guide and part how-to manual, MySpace Marketing delivers a great read and solid advice." --Kate Trgovac, Editor-in-Chief, OneDegree.ca "I have read a lot of books on marketing on MySpace, but what makes MySpace Marketing stand out are the examples (mini case studies) of what actually works on MySpace. The examples of what type of marketing campaigns have been successful and what you can do to replicate that campaign are really insightful and provide me with enough information that I feel I could go and launch a successful marketing campaign on MySpace today." --David Wilson, Social Media Blogger, http://social-media-optimization.com "Social media marketing doesn't have to be a series of trials and errors. MySpace Marketing is one of the only resources I've seen that takes the guesswork out of how to market in one of the largest social networks. Regardless of level of experience or resources, it gives step-by-step strategies suitable for large and small companies alike." --Lisa Braziel, Community Engagement Director, Ignite Social Media; Coauthor, Social Media is a Cocktail Party Got something to sell? With more than 150,000,000 members, MySpace is your #1 marketing opportunity! Whether you're a business, band, or organization, MySpace is the place to deliver your message and reach your customers. Best of all, you don't need to spend a fortune to profit from MySpace marketing: just get this book! MySpace marketing pioneer Sean Percival covers all the free and dirt-cheap guerrilla marketing techniques you'll ever need, including * Identifying and precision-targeting your audience * Promoting your band, music, event, nightclub, or movie* Reaching the 60% of MySpace users who are 25 or older* Creating and designing a highly-effective MySpace profile* Quickly building your friend network* Attracting "must-have" friends who build buzz and businesses* Planning your marketing "call to action"* Optimizing search engines to find your profile* Making the most of MySpace video, music, and blogs* Marketing to specific high schools or colleges* Hiring through MySpace More goodies online! Visuals, backgrounds, and code for supercharging your profile...advanced video how-to tutorials...and an up-to-the-minute MySpace Marketing blog! http://myspacemarketing.ning.com Introduction 1 New Frontiers 1 What Is MySpace Marketing? 2 Friending Is the New Advertising 3 Secrets of Success 3 The Future of Social Networks 5 Part I: Welcome to MySpace 1 Is Your Business Right for MySpace Marketing 9 How Big Is MySpace? 10 Understanding How Social Networks Like MySpace Work 10 A View of a Social Network 11 Who Is Using MySpace Marketing? 12 Branding 16 Other Businesses 17 How MySpace Marketing Works 17 Two Things to Consider 18 What to Expect from MySpace Marketing 19 2 Preparing Your Business for MySpace 21 Be Ready for Feedback (Good and Bad) 22 Get or Create Your Marketing Artwork 22 Widgets 28 Creating Videos 29 Find a Mascot 30 Existing Contacts and Address Books 31 Part II: Getting Started 3 Creating a MySpace Profile 35 Already Have a MySpace Profile? 36 Selecting a Profile Type 36 The Signup Process 37 4 Designing Your MySpace Profile 49 Before You Begin 49 Editing Your MySpace Page 50 Understanding HTML 51 Using CSS 56 Working with Images 56 Using Profile Editors 58 Finding Free Graphics and Layouts 62 Adding Music 63 Adding Video 65 The Future of MySpace Page Design 65 Part III: Building Your Friend Network to Maximize Reach 5 Must-Have Friends 71 Tom 71 Tila Tequila 73 ForBiddeN 76 Other Low Rankers 78 Featured Profiles 78 Piggybacking 79 Showing Your Friends Off 80 Vertical Friends 81 6 Precision-Targeting Your Demographic 83 Knowing Your Demographic 84 Making Friends and Influencing People 85 Social Searching 86 Browsing 89 Using Groups 91 Part IV: Marketing Your MySpace Profile 7 Planning Your "Call to Action" 97 Using Images,Text, and Video for Your Call To Action 98 Using Landing Pages 103 8 Using Video with MySpace 107 YouTube,WeTube, EveryoneTubes 107 I Want MySpaceTV 109 Creating Content 111 Distributing Content 114 Tube Mogul 114 Incorporating Content 115 9 Generating Buzz with MySpace Blogs 121 Using MySpace Blogs 122 Your First Blog Post 125 Syndicating and Marketing Your MySpace Blog 129 10 Maximizing Bulletins 133 What Are MySpace Bulletins? 133 Designing a MySpace Bulletin 134 Creating a Bulletin 137 Track Performance 140 11 Getting the Word Out with Classifieds 143 Classified Do's and Don'ts 144 Using Classifieds for MySpace Marketing 147 Creating a MySpace Classified Post 149 After Posting Classified Ads 152 Part V: Advanced Techniques 12 Placing Advertisements on MySpace 157 Placing Advertisements on MySpace Using Google Adwords 158 Placing Full-Service Advertisements on MySpace 163 MySpace Self Serve Advertising Platform 164 A The MySpace Developer Platform 173 About the Developer Platform 173 About Open Social 174 Using the Developer Platform 175 Creating Your First Application 176 Finding Help with Creating Your Application 179 Index 181
