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Sung Lee is the VP of Operations for MySpace in Asia. Her presentation focused on the ways in which marketers should approach social network marketing.

Key takeaways:

• Social networks are bigger than you think
  
• People, brands and artists are able to create their presence on the web
  
• The online experience is offline as well in the form of events, etc.
  
• MySpace has 118M unique visitors with over 51% growth in the last two years
  
• 12M of those users are in Asia Pacific
  
• 70K videos uploaded daily
  
• Self-expression, connection and discovery drive social networking
  
• Driven by the "me" economy
  
• Social media is redefining the marketing channels and the media mix
  
• Reasons for friending brands; 29% notice of events, sales, offers / 28% recommended by a friend / 23% want to associate with them / 23% discounts, coupons, samples / 11% want to support the brand
  
• Key stages of social network marketing: Create a community -> Cultivate relationships -> Build long-term CRM
  
• Pass along from a peer drives 34 times the pass-through and 20 times the purchase intent versus ads on MySpace
  
• Five steps to build momentum know the audience, keep it real, empower the audience, enable dreams, leverage the power of the platform
  
• Cartier example drives traffic to download songs, MySpace allows for scale across languages and geography
  
• Questions to ask yourself first: do you know your audience, can you customize the creative, do you have engaging assets to share, are you willing to continue an ongoing dialogue
  
• Platforms are expanding into mobile and will continue to become more prevalent over time
  
• Personal connections with the brand is the differentiation strategy for MySpace over Facebook
  
• MySpace is relatively new in Korea, but is growing exponentially
  

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IDG, marketing, Matt Dickman, social media, social networks, Techno//Marketer, trends, web2.0, MySpace