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090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
090214 Youthmarketing Egitimi
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090214 Youthmarketing Egitimi

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  • 1. ne ki bu ‘youth’ dediğimiz ? youth marketing keynote 28.03.2009
  • 2. Ben kimim?
  • 3. Ben kimim?
  • 4. the uniclub kim? Founded : 2001 Age : 25.6 Payroll : 222 critical contacts : 286 / youth 139 / zone Turnover : 10.1 mio TL Consumption : 20.284 cup of coffee :)
  • 5. the uniclub kim? Founded : 2001 Age : 25.6 Payroll : 222 critical contacts : 286 / youth 139 / zone Turnover : 10.1 mio TL Consumption : 20.284 cup of coffee :)
  • 6. Customer / Youth Segmantation
  • 7. youth? Young Adult 25 -35 years Youth 20-25 years Late Teens 16 – 19 years Early Teens Child 12 – 15 years 0 – 11 years
  • 8. youth? Young Adult 25 -35 years Youth 20-25 years Late Teens 16 – 19 years Early Teens Child 12 – 15 years 0 – 11 years
  • 9. Customer Lifetime Value (CLV)
  • 10. Müşteri Değeri Hesaplanırken! • From revenue to profitability – Pure spend-based models: straightforward and easy – Introducing cost elements: allocation methods – Detailed individual customer costing • From past to future value – Historic value: recent history – Historic value: total cumulative history (‘lifetime’) – Future (potential)value: different predictive methods – Net present value (NPV): discounted future value • Lifetime Value (LTV) or CLV (customer lifetime value) – LOS (length of service) “The net present value of all future profit streams from an individual customer’s relationship with the company”
  • 11. 12 billion youth Western Europe Where are they? 124.8 million Eastern Europe 115.3 million China, Taiwan, HK 254.6 million North East Asia Middle East 46.4 million North Africa 42.8 million Asian Pacific North America 133.9 million 99.3 million Central South Asia 219.3 million Latin America Central 146.3 million Southern Africa 60.9 million 1.36bn 1.43bn 1.50bn 1.24bn 1.15bn new adds recent 50% live in Asia 2008 2009 2010 2011 2012
  • 12. Sonuç Odaklı
  • 13. Sonuç Süreç Odaklı Odaklı
  • 14. Jenerasyon Farkı
  • 15. Youth vs. Adult YOUTH ADULT Voice + 30% +100% SMS + 10% MMS + 5% GPRS / 3G Voice Mail + 60% + 40% Ringtones Directory services + 90%
  • 16. Youth / Lifestyle Onları tanımak
  • 17. Who is Generation Y ? Birth years 1977-1992 Over 25 million people in Turkey Global perspective Creating change
  • 18. geleneksel medyaya güvensiz
  • 19. teknoloji merakı
  • 20. yetki ve otonomi önemli
  • 21. emin açıkgöz
  • 22. pratik bir dünya görüşü
  • 23. hedef odaklı
  • 24. arkadaşlar çok önemli
  • 25. aile ve eğitime saygı
  • 26. What does Gen Y most Value ?
  • 27. Motivating Factors COMMUNITY  While today’s youth want to stand out and express their individuality, they also strive to feel connected with each other (both locally and globally).  This community is created by shared experiences and constant communication (IM, texting, Facebook). My Media PERSONALIZATION Generation  Today’s youth demand control. They are used to customizing and personalizing everything in their lives.  They demand products and services that suit their moods and want to live in an on- demand world that they can control. SELF-EXPRESSION  In the hands of Gen Y, brands get articulated in more ways than the brand itself could ever imagine. Gen Y doesn’t wait for permission to morph a brand. They are constantly seeking ways to have their voices heard and put their stamp of self-expression on products.  Brands can become a badge for what they stand for.
  • 28. Youth / Choices Tercihlerini anlamak Youth / lifestyle
  • 29. kişisel markalarını, değerlerini farkındadırlar
  • 30. alışveriş bir etkinliktir sıradan ve küçük bir iş değil
  • 31. roller karışmaya başlar: erkekler saçlarını boyatırken, kadınlar ev tamirleri yapmaya başladı,
  • 32. sağlık takıntıları yoktur kendi kafalarına estiği gibi yaşarlar
  • 33. bu iki adamın birbirinden farkı ne?
  • 34. bu iki adamın birbirinden farkı ne?
  • 35. eğlence için para harcarlar
  • 36. kalite iyidir,
  • 37. bu konuları hayatımızda yükselen değerler haline getirdiler,
  • 38. Lifecycle youth
  • 39. Trends
  • 40. Youth / Voices Onlara seslenebilmek
  • 41. Youth / Voices Onlara seslenebilmek
  • 42. geleneksel
  • 43. Marketing to Gen Y Gerilla Pazarlama /Gen Y street teams Gençlik Pazarlaması ajansları / Partnering with youth oriented companies Ağızdan Ağıza Pazarlama / Word of Mouth Marketing Vızıltılar yaratmak /Create Buzz Sosyal Ağlar /Social networking sites
  • 44. How do you reach Gen Y? Önem Ver! / Get to know their values Saygı Göster! / Respect them Güven Yarat! / Build a trusting relationship Onların Diliyle Konuş! / Communicate with them on their terms
  • 45. deliler kuralları koyuyor!
  • 46. Codes of Youth Marketing 1. Entertain them 2. Don’t try to be something you are not  Youth crave authenticity…in fact, they demand it  Be a cultural anthropologist to learn their world.  With niche being the new mass, you have to invest time in their communities. You cannot just shove your way in line.  Remember, most of them think they can do better “marketing” than you anyways. 3. Put them in control  Give them the tools to embrace your brand.  They are going to take your brand and shape in ways you never imagined. Let them!  Engage them. Enroll them. Befriend them.  Never make the mistake of forgetting them or talking down to them. Remember FedEx Furniture, iPod’s Dirty Secret, and the ComCast Sleeping Cableman. 4. Re-calibrate your risk tolerance  Innovation requires placing bets. You need to start thinking like a Venture Capitalist when it comes to marketing. Realize that if you place 10 bets, maybe only two of them will be homeruns.  Getting in this mindset requires you to recognize that by the time you see a wave, it is probably already crashing. If you want to have any hope of catching the next wave, you either have to create it or see it early. 5. Leverage the power of your network  Get out there and shake hands.  Never underestimate the power of someone saying “You know, you should really meet…”  Pay it forward and help people out. You never know when that favor will be repaid.  The world is all about connections. Never forget it.
  • 47. Markanızın tek yaratıcısı siz değilsiniz
  • 48. Steps of Youth Marketing
  • 49. Steps of Youth Marketing
  • 50. Teen & Youth
  • 51. Social Marketing Sosyal Pazarlama
  • 52. yeni çağda herkes ses çıkarıyor
  • 53. Internet Penetration
  • 54. Sosyal Medyaya harcanan zaman
  • 55. o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
  • 56. o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. o Podcasts can be simple recordings of conversations, presentations, or interviews o They’re a chance to provide build an audience around your brand or message.
  • 57. o Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding o people interact through characters called avatars o residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another
  • 58. o Video sharing sites let you upload videos and share them with people. o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
  • 59. o helps you gain exposure and direct traffic back to your website o sparks interest without a hard-sell o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership in a field, and spread customer testimonials
  • 60. o Photo sharing sites give you a place to upload and organize your photos o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
  • 61. o detail the launch of a new product, from initial sketches to the launch party o promote special events, charitable campaigns, and awards ceremonies o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
  • 62. o A blog is a website with regular entries of commentary or news o Blogs serve to establish your company as transparent, relevant, active, and expert
  • 63. o engage in dialogue with your customers o improve your search engine visibility o promote product launches and events o gain expert status by providing useful tips
  • 64. o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to follow their friends o Companies use it to market their product or services by giving them a voice/ identity.
  • 65. o promote contests o share timely information o spread useful links o personify your brand o build credibility and influence o follow competitors
  • 66. o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks o Community votes on your submissions so they either rise to the top or drop to the bottom
  • 67. o People and organizations connect and interact with friends, colleagues and fans. o Facebook and MySpace pages provide a micro site for your business within the social framework.
  • 68. o create online profiles o share photos, video, and audio, links o send private message and instant message o learn more about people and organizations o join groups and gain fans
  • 69. o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers. o an effective way to distribute your content and lead users back to your website
  • 70. Youth marketing / case studies
  • 71. atl_btl_pr_interactive_m ediaplanning_mass_med ia_bla_bla klişeler...
  • 72. Brand Ambassadors / Marka Elçileri genç marka müdürleri :)
  • 73. Reports all trends, Campus life, Popular venues, (Off-Campus, On-Campus) Sponsorship opportunities, via web-based BA programs
  • 74. Reports all trends, Campus life, Popular venues, (Off-Campus, On-Campus) Sponsorship opportunities, via web-based BA programs
  • 75. Reports all trends, Campus life, Popular venues, (Off-Campus, On-Campus) Sponsorship opportunities, via web-based BA programs
  • 76. Monitoring rival activities on their campuses,
  • 77. Generate local marketing plans focused on their colleges and execute campaigns,
  • 78. Generate local marketing plans focused on their colleges and execute campaigns,
  • 79. Generate local marketing plans focused on their colleges and execute campaigns,
  • 80. Creates WOMM, guerilla marketing jobs,
  • 81. Promote sponsored events, festivals, parties etc.
  • 82. Trigger Sales,
  • 83. Focus Group effect, new ideas, insights from youth
  • 84. youth oriented channels çğ ı
  • 85. carry my brand Express yourself T-Shirts, 3.000 young people, Mobile Marketing (counter mech.) 200 festival participant with appropriate messages to media. (ie. TARKAN SENI SEVIYORUM !!!)
  • 86. carry my brand Express yourself T-Shirts, 3.000 young people, Mobile Marketing (counter mech.) 200 festival participant with appropriate messages to media. (ie. TARKAN SENI SEVIYORUM !!!)
  • 87. 351.000 gence ulaşan basılı bir mecra düşünün. ç
  • 88. fotoko
  • 89. Valuable Bu kağıtları kullanıyorlar!
  • 90. Valuable % 97 Bu kağıtları kullanıyorlar!
  • 91. Efficient Kağıtları üzerinde ki mesajı hatırlıyorlar!
  • 92. Efficient % 79 Kağıtları üzerinde ki mesajı hatırlıyorlar!
  • 93. Effective Kağıtları ile günde ortalama
  • 94. Effective 90 dk Kağıtları ile günde ortalama çalışıyorlar!
  • 95. Viral ’i üzerindeki mesajları birbirlerine anlatıyorlar
  • 96. Viral % 25 ’i üzerindeki mesajları birbirlerine anlatıyorlar
  • 97. Özcümle:)
  • 98. Özcümle:) -mış gibi get naked!
  • 99. Teşekkürler, Sorular

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