ENSP Cascais 15 November 2007

integrating Youth Marketing + Social Media applied to smoking prevention

integrating

Youth Marketing

+

Social Media

applied to smoking prevention

Internet = new order transparency no secrets disclaimers

Internet = new order

transparency

no secrets

disclaimers

teenagers 80-90% of smokers start by the age of 18 X X Do popular students smoke? The association between popularity and smoking among middle school students Journal of Adolescent Health, Volume 37, Issue 4, Pages 323-329 T. Valente, J. Unger, C. Johnson 80% of teens smoke + recognized brands adults 99% do plenty of other stupid things

teenagers

80-90% of smokers start by the age of 18 X

X Do popular students smoke? The association between popularity and smoking among middle school students

Journal of Adolescent Health, Volume 37, Issue 4, Pages 323-329

T. Valente, J. Unger, C. Johnson

80% of teens smoke + recognized brands

adults

99% do plenty of other stupid things

my disclaimers not scientific “ statistics don’t lie, statisticians do” Nokia Executive i smoke 1% that try to limit other stupid things

my disclaimers

not scientific

“ statistics don’t lie, statisticians do”

Nokia Executive

i smoke

1% that try to limit other stupid things

teenagers + popular a student is in middle school, + likely he or she is to smoke; antismoking efforts will need to focus especially on popular kids; peer pressure leads to submission & acceptance; graphic images/messages ≠ feeling of being invincible and desire for immediacy

teenagers

+ popular a student is in middle school, + likely he or she is to smoke;

antismoking efforts will need to focus especially on popular kids;

peer pressure leads to submission & acceptance;

graphic images/messages ≠ feeling of being invincible and desire for immediacy

teenagers  smokers  addicted; fear based anti-smoking BUT with integrated grass roots campaign Truth ® campaign: Wake up & Pass it on Rejection New Norms Knowledge is Control

teenagers

 smokers  addicted;

fear based anti-smoking BUT with integrated grass roots campaign

Truth ® campaign:

Wake up & Pass it on

Rejection

New Norms

Knowledge is Control

competition an Industry acutely aware of serving young smokers’ emotional needs; brands that are associated with the attributes of ‘youth’ ; Industry with design marketing strategies that are deliberately ‘young’ Marlboro is one of the strongest brands in the world Death warnings & severe limitations on visibility…

competition

an Industry acutely aware of serving young smokers’ emotional needs;

brands that are associated with the attributes of ‘youth’ ;

Industry with design marketing strategies that are deliberately ‘young’

Marlboro is one of the strongest brands in the world

Death warnings & severe limitations on visibility…

social media transparency; conversation ( listening is implicit) trust speed human voice - language ; crowd wisdom - collective intelligence YES where there is collective intelligence you WILL find collective stupidity but it’s collective!

social media

transparency;

conversation ( listening is implicit)

trust

speed

human voice - language ;

crowd wisdom - collective intelligence

tools social networks (MySpace/Facebook) blogging micro-blogging (twitter) resources / Wikipedia leverage the power of video; consumer generated content become part of the global conversation!

tools

social networks (MySpace/Facebook)

blogging

micro-blogging (twitter)

resources / Wikipedia

leverage the power of video;

consumer generated content

music industry had 2 choices: work with loyal customers or threaten them with lawsuits

music industry

had 2 choices:

work with loyal customers

or

threaten them with lawsuits

music industry new marketing: coercion it’s the new way to make people buy music

music industry

new marketing:

coercion

it’s the new way to make people buy music

Back Street Boys Over 5 Million Views YouTube Over 5 Million Views Google First 32 pages on Google Search “ real” BSB 125,000 Views – 33rd Google page Who ARE the real BSB???

Back Street Boys

apply same idea new marketing (?): fear it’s the path to a healthier lifestyle

apply same idea

new marketing (?):

fear

it’s the path to a healthier lifestyle

mash it up redefine the ENSP brand ; use the new (cheap & effective) communication channels; adapt the communication to suit the audience & the channel etiquette; integrate with a grass roots campaign; empower teenagers with knowledge & reasons for making the right choice respect their choice… don’t give up

mash it up

redefine the ENSP brand ;

use the new (cheap & effective) communication channels;

adapt the communication to suit the audience & the channel etiquette;

integrate with a grass roots campaign;

empower teenagers with knowledge & reasons for making the right choice

respect their choice… don’t give up

how? make the message tangible provide peer-to-peer interaction provide relevant communication channels for teens seed the message among key audiences join THEIR conversation listen & whatever you do… DON’T INTERRUPT!

how?

make the message tangible

provide peer-to-peer interaction

provide relevant communication channels for teens

seed the message among key audiences

join THEIR conversation

listen & whatever you do…

IGMarketing [email_address] Nuno Machado Lopes find me on: