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

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Miguel Bernas
Miguel Bernas

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

Business
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Using fans to create the most compelling brand experiences Miguel Bernas Youth Marketing Asia 2010 27 September 2010
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Excuse #1 “ Most of the user-generated content out there is s#//t!” Strategic planner for a 4As advertising agency
Excuse #2 “ Consumers will post negatives; we lose control of the message” Corporate communications manager of a mobile phone manufacturer
Excuse #3 “ Most consumers don’t really want to create, they just want to consume” Brand manager for a leading sports brand
 
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Source: 360i Search Whitepaper, Nov 2009
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!!! ”
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http://www.youtube.com/watch?v=5NTRvlrP2NU&feature=related Views: 3,140,990
“ Nike Tiger Spoof” = 384 search results on Youtube: Example 1 , Example 2 , Example 3
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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
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Miguel Bernas Youth Marketing • Digital Entertainment • Social Media specialist Mobile +65 97663754 Email [email_address] Linkedin Profile Facebook Profile

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

  • 1. Using fans to create the most compelling brand experiences Miguel Bernas Youth Marketing Asia 2010 27 September 2010
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  • 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.  
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  • 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.
  • 14. “ Nike Tiger Spoof” = 384 search results on Youtube: Example 1 , Example 2 , Example 3
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  • 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
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  • 27. Miguel Bernas Youth Marketing • Digital Entertainment • Social Media specialist Mobile +65 97663754 Email [email_address] Linkedin Profile Facebook Profile