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Erwin predicts, writes about the future & developments today.

Brand: Myspace

(all brands)

Marrying on MySpace

Social network MySpace is working together with video content producer Endemol on a new show in which the social network organises the preparations for a wedding. The social reality show will count 13 episodes and is called 'Get Married on MySpace'.

Different couples can sign up, and the network will vote for their favourite couple. It doesn't stop there, however: the network can –- after selecting their favourite couple -- make the most important decisions. The dress, the wedding location, everything is decided by the MySpace-visitor.

The last episode will be devoted to the wedding ceremony and can be watched live on MySpace.


Future vision by Erwin Van Lun

Social coaching brands are looking for added value that fits with their future function: bringing and keeping people together. So not selling music, vacation reviews or gadgets, but focusing solely on maintaining relationships. This exactly fits in this completely.

Related trends

MySpace facilitates Skyping

Social network MySpace makes it possible to call somebody directly from a profile page, through telephone service Skype (cz). Social coaching brands - MySpace could develop to be such a brand - facilitate mutual contact. Asynchronously by leaving text, voice or image messages in 'boxes' or on 'pages'. Or synchronously through text, voice or image by chatting or calling. If a company can't deliver a certain type of service itself, it will be purchases, which in this case happens with Skype. In the end MySpace will probably want to be in control of the communication between its users. Now its own messenger competes with the chat possibilities in Skype. That will only be a matter of time.

MySpace splits off video sharing

American Social Network MySpace splits off its video sharing to MySpace TV. Its structure strongly resembles YouTube (dc, Dutch). This way coaching brands get more focus. Facilitating contact, the main focus of social coaching brands, is very different from entertaining people, the main focus of home entertainment coaching brands. This split-off makes it possible for both brands to really focus on their core activities.

Related trends

MySpace gets its own messenger

Online community MySpace now has its own (beta) version of Messenger (Instant Messaging). Earlier MySpace had a web version, and it looks like they keep developing this (dc, Dutch). This way social coaching brands evolve. Social coaching brands facilitate mutual contact between people, irrespective of through what display. They recognize you instantly, know in what dialogues you are involved with which friends, know who are your good friends and who are not. And they bring the contact to a higher level. It starts with facilitating contact in different ways. First a synchronized through pages, then through Messenger. And in the end we will also have live text, audio calling, and video connections through social coaching brands. This is a small step in that direction.

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