MMF: Chris DeWolfe, MySpace, interviewed by Rich Greenfield

By Jason Goldberg on November 10, 2007 1:24 AM | Permalink | Comments (1) | TrackBacks (6)

Chis:

3M bands on MySpace vs. only a few thousand on major labels. Artists are now getting discovered by labels from myspace.
Partnership with MTV for presidential elections is creating fantastic dialogue and engaged young people in elections like never before. Younger people are reading newspapers less and less and are hardly engaged in politics, except on myspace where they can now get engaged on a different level.
Myspace was "open platform" from the beginning. That's how the whole widget economy started. YouTube, Slide, Photobucket. What that did was create a tremendous amount of traffic while creating a much better user experience on myspace as there was always something new to do when you came back to myspace.
On MySpace v Facebook. The widget economy started on myspace. We allowed widget makes to take traffic off myspace while Facebook created the environment for it to all happen on facebook. Facebook allowed a little deeper integration on their site with their "closed" platform environment. Created tighter links into Facebook user experience.
On OpenSocial. Creates new defacto standard for application providers to not only have deep integration into myspace but also into dozens of other networks.
We could have done our own platform but that stifles innovation. Instead of engineers having to spend time building for multiple platforms, we decided to partner with google to form a defacto open platform.
Wants Zucks to be part of opensocial.
Thinks at sometime facebook will have to consider it.
As more and more users are coming online, they are demanding more openness.
If i'm a web developer, I'm going to choose opensocial.
myspace open platform specs are out there now. Developers can develop to the platform immediately.
of course [facebook and myspace] can both survive.
5 years out we will have more traffic and more revenue at myspace from outside the u.s.
Mobile is increasingly important. 30-40% of access to myspace japan comes from mobile.
On advertising: myspace is becoming one of those must buys for media buyers.
myspace is 12% of all internet minutes, #1 site in the U.S. advertisers can't ignore that.
myspace hypertargeting now enables us to drill down into thousands of categories -- e.g. not just movie enthusiasts, but more-so horror movie enthusiasts.
Initial tests of hypertargeting on myspace are producing 50% greater click thrus vs. standard demo targeting, and up to 300% in some cases.
Self service platform will enable anyone to setup their own hyper targeted campaign. can do testing with $50 spend for instance.

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