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Why do teens smoke?

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A look into teen smoking and the social nature of customers. Key lessons for marketers and brand managers. …

A look into teen smoking and the social nature of customers. Key lessons for marketers and brand managers.

Follow up presentation: http://www.slideshare.net/GhaniKunto/silly-social-tools

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  • @FusionBrand: Good point about customers not companies define brands.

    About teen smokers rising in some countries (especially female smokers) the point I'm making is not that mobile phone is the solution. The solution is finding something that's a better social tool than smoking. And as I said in the presentation, ANYTHING can be a social tool
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  • I like the presentation although I thought the connection between smoking and marketing today is a stretch - teen smokers in Malaysia and Singapore continue to rise despite the fact that mobile ownership has reached saturation.

    While I'm at it, I disagree that this is not about branding, this IS about branding. In the social economy, customers not companies define brands.

    I wrote about this extensively, here is a link to one article http://brandconsultantasia.com/2010/06/16/creative-campaign-not-the-solution-to-smoking-issues-in-singapore/ (I hope you don't mind the self promotion)
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  • 1. Why do teens smoke? (a lesson for marketers)
  • 2. 90% of adults start smoking before they were 18 flickr:Valentin.Ottone Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 3. It’s not caused by lack of information Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 4. Anti-smoking campaigns have been around forever Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 5. Even the Nazis were against smoking (seriously, look it up) imagesource:wikipedia Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 6. imagesource:wikipedia Even the Nazis were against smoking Smoking is worse than I am! #SRSLY Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 7. Like this presentation? Find more presentations like this by subscribing to http://www.mobileyouth.org
  • 8. Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/ Study found some anti-smoking campaigns actually DRIVE TEENS TO SMOKE
  • 9. Study found some anti-smoking campaigns actually DRIVE TEENS TO SMOKE source: PreventDisease.com Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 10. Advertising bans have little effect Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 11. Teens find ways around restrictions to sellers Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 12. BUT, US teen smoking has steady declined to a record low in 2012 Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 13. How did that happen? Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 14. Teen smoking in US has been in decline flickr: Joe Shlabotnik since late 1990’s Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 15. flickr: Joe Shlabotnik the same time period when there was a dramatic rise in mobile ownership among teens Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 16. A World Bank Study shows mobile ownership leads to 32.6% decrease in tobacco consumption source: NCPA.org Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 17. source: NCPA.org Wait, what? How does that work? Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 18. Mobile phones are simply better social tools than cigarettes Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 19. They’re even better than cars which is why teen driving is now at an all time low Mobile phones are simply better social tools than cigarettes Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 20. We seek to optimize the social tools available to us Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 21. We seek to optimize the social tools available to us We pick ones that best serve our Fundamental Social Drivers Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 22. We seek to optimize the social tools available to us We pick ones that best serve our Fundamental Social Drivers The Need to belong & The need to be significant Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 23. Cars, cigarettes, phones anything can be a social tool Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 24. A marker is a commodity A Sharpie is a social tool Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 25. You’re either a Social Tool or just a commodity Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 26. THIS IS NOT ABOUT BRANDING! Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 27. Is your product Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 28. Is your product a commodity? Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 29. Is your product a social tool? Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 30. You don’t get a say anymore Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 31. It’s now all up to your customers (not your brand manager/agency) Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 32. You can be a jerk and get in the way of customers creating a social tool out of your product Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 33. You can be a jerk and get in the way of customers creating a social tool out of your product or you can get out of the way and let the magic happen Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 34. 2 questions marketers need to ask: 1. How is my product a social tool for my customers? 2. How can I help my customers tell others about it? Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 35. 2 questions marketers need to ask: 1. How is my product a social tool for my customers? 2. How can I help my customers tell others about it? Answer these and you’ll be more addictive than cigarettes Find more presentations like this by subscribing to our newsletter http://www.mobileyouth.org/
  • 36. Like this presentation? Find more presentations like this by subscribing to http://www.mobileyouth.org

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