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Youth as Co-Creators: Using fans to create the most compelling brand experiences
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Youth as Co-Creators: Using fans to create the most compelling brand experiences

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Presented at Youth Marketing Asia 2010 on 27 Sept 2010, Amara Hotel, Singapore.

Presented at Youth Marketing Asia 2010 on 27 Sept 2010, Amara Hotel, Singapore.

Published in: Business

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  • 1. Using fans to create the most compelling brand experiences Miguel Bernas Youth Marketing Asia 2010 27 September 2010
  • 2.
    • User Generated Content (UGC)
    • aka User-Created Content (UCC)
    • aka Consumer-Generated Material (CGM)
    • Common forms: Q&A databases, digital video, blogging, podcasting, mobile phone photography and wikis
  • 3.
    • Fan page
    • Clubs
    • Voting
    • Contests
    • Content submissions
    • Boards & Forums
  • 4.
    • Why? (Or why not?)
    • UGC today
    • Examples: Nokia Nseries & others
    • Dos and Don’ts
  • 5. Excuse #1 “ Most of the user-generated content out there is s#//t!” Strategic planner for a 4As advertising agency
  • 6. Excuse #2 “ Consumers will post negatives; we lose control of the message” Corporate communications manager of a mobile phone manufacturer
  • 7. Excuse #3 “ Most consumers don’t really want to create, they just want to consume” Brand manager for a leading sports brand
  • 8.  
  • 9.
    • In the era of the social web, you no longer control your own message; your customers do.
  • 10. Source: 360i Search Whitepaper, Nov 2009
  • 11. 2,634 “Fans”! “ Worst customer service ever, especially for corporate customers.” “ Im becoming a fan here to tell everyone dat m1's services really suck.” “ M1 U totally suck! I have been a loyal customer for 10+ years & this is how U treat your customers!!! ”
  • 12.
    • Members: 23,325
    • Discussion threads: 81
    • Related news stories in Google News: 17
    • “ Boycott” tshirt designs: 3
    • Formal responses from Singtel or Starhub: 0
  • 13. http://www.youtube.com/watch?v=5NTRvlrP2NU&feature=related Views: 3,140,990
  • 14. “ Nike Tiger Spoof” = 384 search results on Youtube: Example 1 , Example 2 , Example 3
  • 15.
    • #3 top site in the world (18.2% of users visit)
    • 36% of users are 18-34, 21% are 13-17
    • 24+ hours of video uploaded every minute
      • Average rate of 8 minutes per video
      • About 150 videos per minute
      • About 216,000 videos per day
    • 2 billion views per day
    Source: Youtube’s official blog and Quantcast
  • 16.
    • Youtube: Videos uploaded vs viewed per day
      • 200,000 videos uploaded daily
      • 2 billion videos viewed daily
      • ---------------------------------------
      • 0.01% of Youtube visitors create / upload videos
  • 17. The most dynamic age group is the 18-21 year-olds, followed by the 22-26 year-olds and the 12-17 year-olds. Source: Forrester Research
  • 18.
    • Nokia N93i “You Make It Reel”
    • Objective
    • Establish leadership in videography
    • Strategy
    • Demonstrate capabilities of N93i through the work of Nokia fans
    • “ Don’t take it from us; we let real consumers to try it”
  • 19.
    • Contest Structure
    • Participants choose from 5 songs offered by Nokia to download
    • Participants shoot a 60-second music video based on the song they have downloaded and upload it to the YMIR website
    • Winners selected, voted on at country level (India, Indonesia, Malaysia, Philippines, Singapore, Thailand & Vietnam)
    • Country winners join regional contest, culminating in a music event in Singapore
  • 20.
    • 1 regional contest, executed locally in 7 countries
    • Contest results
    • 2,386 sign ups
    • 1,300 video uploads
    • Business results
    • Nokia N93i exceeded sales target by 20%
  • 21.
    • MatchMove Games: Game reviews
  • 22.
    • Wikis, Discussion Boards, Support Forums
  • 23.
    • Don’t …
    • Do nothing
    • Do something half-heartedly
    • Be fake
  • 24.
    • Do …
    • Be true to core brand values
    • Execute locally
    • Cater to the active and passive alike
    • Reward fans
  • 25.
    • Star Wars Uncut
  • 26.
    • Nokia N93 TVC
    • http://www.youtube.com/watch?v=obMbxSTsF9Y
    • Fan film
    • http://www.youtube.com/watch?v=YQrMvtchYSc
  • 27. Miguel Bernas Youth Marketing • Digital Entertainment • Social Media specialist Mobile +65 97663754 Email [email_address] Linkedin Profile Facebook Profile