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.

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

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