In October 2003, I created something called Houston Rocks! as an experiment in promoting the Houston art and music scene and in building a new kind of community on top of an Internet-based social network. The Houston Rocks! experiment became a huge success in the Houston area, but I realized that as a single-city endeavor it was limited in potential. So, in 2005, I expanded the concept into the development of the MyCityRocks testbed, with multiple objectives.

First, as someone who has consulted and been involved in the development of online communities since the onset of the online marketing industry in 1994, I didn't want to just sit in an ivory tower and write about others... I wanted my own testbed to experiment with and generate useful things to write and speak about.

Second, I felt (as I discussed in part 1 of this article) that although MySpace clearly was very successful in many areas, it also held weaknesses in terms of its brand perception, depth of relationships with its members, its failure to really address offline behavior spawned by online connections, and its ability to make strong ties into local communities and with local advertisers.

Third, I also realized that in the early days of the Internet, the focus was on business models that created the tools (e.g., Netscape) and the network (e.g., Worldcom). Over time, the tools and the networks became commodities, and people realized that the greatest value came from those business models that could use those tools to provide engaging content and interactivity.

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