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A few months ago I started following Mona on Twitter. The best way to describe Mona is quite simply, fun. She has a ton of fun with social media and always seems to be “on”. Because of which, it wasn’t a huge surprise that MySpace signed her this week as their newest full time social media marketer. Prior to her work at MySpace, Mona, was a project manger at Oracle, then went on to freelance consulting up until MySpace snagged her up! I asked Mona if she wouldn’t mind answering a few questions about her new job at MySpace. For our benefit she graciously agreed! Joe: So you are working at MySpace that’s awesome! What exactly do you do there? Mona: Supplementing existing marketing initiatives with social media magic! Joe: You mentioned in your recent blog post that you are in charge of MySpace’s Facebook fan page. Are you crazy? Do people at Facebook hate you? Have you been FacePunched? But seriously, how are you using Facebook to promote MySpace and do you see any conflicts with this strategy? Mona: Since I am a nutjob, I more than welcome crazy! But on a serious note, teenagers — the MySpace demo even on our Facebook fan page — are people too. Even if I am insulted by the community (unprovoked) on a daily basis, there has been more positive than negative reactions. I am pleasantly surprised — or more caught off guard. My goal with the Facebook fan page is to reinvigorate our brand and turn the fan page into a community. As much as I would like to achieve that with only MySpace content, I did not think it was a good idea. When Sean and I took over, the fan page was not curated and the tone not set. My gut told me the the community would not react well to MySpace (a brand) suddenly coming in and treating the page like a billboard. The Internet has always been a medium where interaction and engagement is necessary. By increasing our presence with sharing meme items while subtly mixing our native content, the reactions have been excellent, enthusiastic even. The community members are not as vile as outsiders (adults?) assume. This is still the beginning so I am looking forward to how this page will evolve. As for conflicts, I say there are none. Social media is the best thing to happen to brands. I think general consensus of the public is that they are tired of companies megaphoning one-way content.  We are in an age where the Internet is a part of the mass’ daily routines. Simply: brand presence across all platforms is pertinent, and Facebook is only one outlet we are utilizing to tap into the conversation. With the backing of extremely progressive marketing leadership, we are taking full advantage of this opportunity –even if we are a social company. I think the folks over at Facebook are amused. A Facebook engineer friend has even called my efforts… cute. haha Joe: You are helping to promote one of the most well-known brands on the Internet. How are you and your colleagues engaging users in an authentic way while continuing to maximize ROI? Mona: Our current focus is on product — we have a lot of exciting things in the pipeline I cannot wait to share. One recent example is the MySpace music blog that recently moved to WordPress  — which even surprised me. But I have to constantly remind myself MySpace is a platform built playing catch-up to its growth. Fortunately we have sharp, tech savvy folks working as fast as they can to rectify rudimentary aspects on up. We still have an enormous amount of traffic that is begging to be leveraged differently, and better than before. ROI maximization is in alignment with the product timeline. That said, we are currently doing what we can with the available resources to market our brand. Joe: Here at Marketing Pilgrim we talk a lot about promoting products and services. While some may argue that social networking is a service, it seems that you are promoting more of an “experience” than a product or service. Does this require a different type of strategy? Or can we apply the same marketing methods that we use for products? Mona: Our message is an experience with the product: “Discover and be discovered.” Emphasis on product will be made as features and functions are ready for use. But do not hold me to that — we are a technology company and things change on a daily basis! As for strategy, my colleagues who most (if not all) have strong entertainment backgrounds. I am fortunate to work with them as a team to learn together and find ways to best collaborate old and new media. So essentially, we are paving the path for a new model which combines product and a service. As I write that out, I think to myself: Wow, I am so lucky. Joe: I think many folks have mentioned that MySpace’s central demographic is younger than most of the other social media sites. Are young adults using social media differently? And if so are you and your colleagues putting more emphasis on any one area of socal media while you promote MySpace? (i.e. real time data, social engagement, location based networks, content distribution) Mona: This is my personal observation, but I believe so. Wait. Let me back up. In general, there are three types of Internet users. Loosely, those who: 1. creators (sharers, broadcasters, content providers) 2. commenters (taggers — those who like, comment, favorite etc.) and 3. viewers (lurkers — those who none of the above and simply consume) The past year or two have been fascinating to watch as someone who has been online since I could speak. The growth and explosion of the Internet and user generated content is astounding. Data and content is democratizing. Twitter and Facebook have made it so easy for people of all ages to do one or all of the above. Facebook, also took social networking to the next level by personalizing content. For example photo tagging, liking and commenting which are genius ways to re-connect and connect people, as well as expanding your social graph. Now that the shininess of personal social networking is dwindling we are seeing social gaming peaking, which enables users to socialize in a different way. For teenagers, it’s a little different. Think back to when you were in middle, even high school. I don’t know about you, but when I was in my teens I did not want people — especially my friends — to know and see every detail of my life. I was afraid my family would find out my daily activities (not that I was doing anything illegal DISCLAIMER) but I was more self conscious about what my peers thought and my reputation. MySpace, gives teens — well people of all ages for that matter, an outlet to express themselves differently. Whether it be with pop culture, music, media or by profile customization, they are not required to share their real selves. So to answer your question do youths use social media differently? Definitely yes but the fundamental actions are the same: 1. create and broadcast 2. simple interactions — comment and like or 3. only consume. It’s no secret MySpace needs a lot of help but that is slowly but surely changing. We are rolling out one and all of the features you mentioned (real time, sharing, liking, etc.) but in a way that best fits our brand. This is a huge step since folks from entertainment backgrounds normally do not advocate content sharing. Needless to say, MySpace is fortunate to have such progressive leadership — Angela Courtin, Jason Kirk and Sean Percival, particularly. Separately, I am a believer in community. I will do all and everything it takes to turn MySpace into a brand that is known to engage with its users… who are our customers. Joe: Is there any MySpace koolaid left? And if so where can we get some? Mona: I guzzled it all and chased it with the iPad KoolAid.

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Cup of Joe: Exclusive Interview With MySpace’s Mona Nomura

It’s getting closer to the moment of truth for me and this kind of “news” gets me a little closer to making the move on going with an Android device. I know the days are numbered for my BlackBerry. That’s a foregone conclusion. I guess I am the customer that is being most fought over between Apple and any Android device (hence Google for all intents and purposes). I want out of my Blackberry Storm sooner than later but I am still debating whether to wait out the contract to go with an iPhone (it’s a year away) or commit to an Android device ….. now. Google today introduced the ability to search on an Android device using 2.0 or higher using written gestures. Pretty slick. The Google Mobile Blog tells some more. As mobile phones become increasingly powerful and can store more data, we’ve introduced new methods of search to get you to your content faster, such as search suggestions or search by voice. But sometimes, typing to get to the right search suggestion takes too long, and you may be in a quiet environment where speaking a query is inappropriate. Today we’re pleased to announce Gesture Search, a new Google Labs application for Android-powered devices running Android 2.0 or above in the US. Gesture Search lets you quickly find a contact, an installed application, a bookmark or a music track from hundreds or thousands of items, by simply drawing alphabet gestures on the touch screen. This ability alone is not enough to make me switch but the speed with which Google is progressing with functionality and specific Google centric changes is making many pay close attention. Add to that the Apple v. HTC (indirectly Google) alleged patent infringement case and it look like the Android is going to be a real competitor and Apple knows it. I am not taking sides in the Apple v Google war because I use both of them to do much of my work. I am, however, trying to figure out how I can get the most out of each because there are benefits to both. Right now, though, I need Google more than I need Apple so maybe this isn’t such a tough decision after all. While I am at a crossroads of sorts as a mobile user where are you with regard to marketing in this space? Do marketers need to take sides or do they truly need to ride the fence and look to appease both groups? Or am I completely wrong in assuming that the Android market will ever challenge the iPhone dominance? How do you see this?

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Now Use Written Gestures to Search Android Phone

Okay, it’s not the first time, but it does seem like a rather momentous one: bloggers are now being granted press passes from the City of New York. These passes allow qualified journalists to and even sometimes within police and fire lines (within reason, of course)—and everything from bloggers to other online-only content providers. Although bloggers are often recognized as press members at sporting events and even political meetings, a city officially recognizing online media as a legitimate news source isn’t something we’ve seen happen very often. Giving online content providers the same rights and privileges that they extend to traditional media shows a pretty impressive respect—and it does feel like bloggers have finally arrived. The old policy required tear sheets from print media to prove the applicant’s work in print media. Radio and TV submitted tapes, but there was no way to claim to be a member of the press if your work wasn’t running through “mainstream” sources. And that’s all about to change. Reports MediaPost : Under the new proposed policy, the New York Police Department would be able to issue press passes good for two years to any journalist who has personally attended and reported on at least six qualified events in the city in the preceding two years, regardless of whether the reports were published online, in print newspapers, magazines, books or other media. Events that will qualify include city-sponsored activity — like a press conference or parade — as well as emergencies where the city has set up do-not-cross lines. The proposal also allows inexperienced journalists to obtain single-use press passes. Okay, so realistically, this doesn’t affect the vast majority of bloggers. Even if you’re operating within the New York area, you’re probably not covering traditional news events. (But hey, if you are—woot for you!) But it does set an important precedent: a government legitimizing bloggers as journalists. I also like that NYC is allowing inexperienced journalists to gain officially-sanctioned experience. One of the most populous cities in the world is encouraging its citizens to report on its goings on and official activities. That’s pretty radically transparent, don’t you think? But perhaps most interesting: this is also happening at the hometown of one of the top newspapers in the country—one that’s struggling to adapt to the Internet . Recently, the New York Times has decided that their many popular blogs will be behind their pay wall (or possibly just count toward your pay meter limit) next year —is NYC’s move to legitimize competing bloggers going to be another nail in the Gray Lady’s coffin? What do you think?

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Attention, Bloggers: We Have Arrived

I talk about small business Internet marketing more than anything else since a lot of people that I know are small business people. That’s why I blog about their experiences and their issues because these people are often viewed as the backbone of any true economic recovery that might take place. While big business still use the “bad economy” as an excuse to cut jobs at record pace the little guy is trying to make it happen. Heck, as a result of the continued layoffs from the big boys more small businesses are being born every day. As a result, social media adoption by SMB’s has increased as well. A study reported by the Center for Media Research which was done by Network Solutions and the University of Maryland’s Robert H. Smith School of Business tells us ….social media adoption by small businesses has doubled from 12% to 24% in the last year. Small businesses are increasingly investing in applications including blogs, Facebook and LinkedIn profiles. It’s good to see the little guy get more involved with social media. Unlike search marketing (in particular paid search) social media allows for some true creativity and because of its relatively low cost (notice I didn’t say free) the small business has less of a chance of getting burned. I can’t tell you how many times I speak to SMB’s who bemoan how much money they have spent on paid search and have seen no return. Social media opportunities are a breath of fresh air to these people. The chart below tells the story This kind of activity is something that will reinvigorate a struggling SMB and can even lead to cost savings as they learn what is really working with their advertising. Dr. Alan Glazier, CEO and Founder of an eye and vision care center, said “… I was forced to consider alternative options to keep my business visible… with a very small investment in social media marketing, I was able to generate new business opportunities… (and) most importantly, my marketing budget has been reduced by more than 80%… “ Maybe Dr. Glazier’s sense of humor is helping as well (needing to find alternatives to keep his vision care center visible…Good one, doc). Of course, as with anything it’s not all party hats and celebration. SMB’s struggle more with some of the downsides of the social media “effect” because they are often not able to spread the work out over other team members because they may not have them. Also, there is fear around social media as to whether it can open a can of worms that they are not ready to handle. 50% of small business social media users say it takes more time than expected. While social media adoption has doubled in the last year, there are still some roadblocks to small businesses fully exploiting its potential. Another 17% feel that social media gives people a chance to criticize their business on the Internet. Related to this, only 6% feel that social media use has hurt the image of the business more than helped it. While it is never the silver bullet or the “automatic win” that many SMB social media hucksters proclaim it to be there is a lot of opportunity for the SMB to be promoting their business and finding more business than ever before. The odds are not stacked against the SMB in social media as they can be with other marketing options but the old adage “you gotta be in it, to win it” is more real than ever. Tell us a good SMB social media story or encounter you had. Some really creative ideas never get outside of the towns they are hatched in unless we tell someone else. Let’s hear it.

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Small Business Starting to Use Social Media Successfully