ne ki bu ‘youth’ dediğimiz ?
youth marketing keynote


28.03.2009
Ben kimim?
Ben kimim?
the uniclub kim?

Founded : 2001
Age : 25.6
Payroll : 222
critical contacts :
    286 / youth
    139 / zone
Turnover : 10...
the uniclub kim?

Founded : 2001
Age : 25.6
Payroll : 222
critical contacts :
    286 / youth
    139 / zone
Turnover : 10...
Customer / Youth Segmantation
youth?
                                                               Young Adult
                                        ...
youth?
                                                               Young Adult
                                        ...
Customer
Lifetime Value
(CLV)
Müşteri Değeri Hesaplanırken!
 •   From revenue to profitability
      – Pure spend-based models: straightforward and easy
...
12 billion youth
                                       Western Europe
      Where are they?                   124.8 milli...
Sonuç
Odaklı
Sonuç    Süreç
Odaklı   Odaklı
Jenerasyon Farkı
Youth vs. Adult
           YOUTH                               ADULT

                                Voice            + 3...
Youth / Lifestyle
Onları tanımak
Who is Generation Y ?

Birth years 1977-1992

Over 25 million people in Turkey

Global perspective

Creating change
geleneksel medyaya güvensiz
teknoloji merakı
yetki
ve otonomi
  önemli
emin




açıkgöz
pratik
bir dünya görüşü
hedef odaklı
arkadaşlar
çok önemli
aile ve eğitime saygı
What does Gen Y most Value ?
Motivating
Factors
COMMUNITY
   While today’s youth want to stand out and
    express their individuality, they also stri...
Youth / Choices
    Tercihlerini anlamak




Youth / lifestyle
kişisel markalarını,
değerlerini farkındadırlar
alışveriş bir etkinliktir
sıradan ve küçük bir iş değil
roller karışmaya başlar:
    erkekler saçlarını boyatırken,
kadınlar ev tamirleri yapmaya başladı,
sağlık takıntıları yoktur kendi
kafalarına estiği gibi yaşarlar
bu iki adamın birbirinden farkı ne?
bu iki adamın birbirinden farkı ne?
eğlence için para harcarlar
kalite iyidir,
bu konuları hayatımızda
yükselen değerler haline getirdiler,
Lifecycle



            youth
Trends
Youth / Voices
     Onlara seslenebilmek
Youth / Voices
     Onlara seslenebilmek
geleneksel
Marketing to Gen Y
Gerilla Pazarlama /Gen Y street teams

Gençlik Pazarlaması ajansları /
Partnering with youth oriented
c...
How do you reach Gen Y?

Önem Ver! / Get to know their values

Saygı Göster! / Respect them

Güven Yarat! / Build a trusti...
deliler kuralları koyuyor!
Codes of Youth Marketing
1. Entertain them
2. Don’t try to be something you are not
   Youth crave authenticity…in fact, ...
Markanızın tek yaratıcısı
     siz değilsiniz
Steps of Youth Marketing
Steps of Youth Marketing
Teen & Youth
Social
Marketing
Sosyal Pazarlama
yeni çağda
herkes ses çıkarıyor
Internet Penetration
Sosyal Medyaya harcanan zaman
o   Social Networks
o   News & Bookmarking
o   Blogs
o   Microblogging
o   Video Sharing
o   Photo Sharing
o   Message boa...
o A podcast is a series of audio or video
  files which is distributed by syndicated
  download to your computer, for use ...
o Internet-based 3D virtual worlds like
  Second Life reimagine our world with all its
  potential for commerce and brandi...
o Video sharing sites let you upload
  videos and share them with
  people.

o They’re a perfect repository for
  video bl...
o helps you gain exposure and direct
  traffic back to your website

o sparks interest without a hard-sell

o videos can b...
o Photo sharing sites give
  you a place to upload and
  organize your photos

o You can invite friends to
  check out you...
o detail the launch of a new
  product, from initial sketches to
  the launch party

o promote special events,
  charitabl...
o A blog is a website with
  regular entries of
  commentary or news


o Blogs serve to establish
  your company as
  tran...
o engage in dialogue with your
  customers

o improve your search engine
  visibility

o promote product launches and
  ev...
o Microblogs are blogs
  limited to a sentence or two
  (about 140 characters)

o People use microblogging
  to follow the...
o promote contests

o share timely information

o spread useful links

o personify your brand

o build credibility and inf...
o Social bookmarking sites
  allow users to save, share,
  organize, comment on
  and search webpage
  bookmarks


o Commu...
o People and organizations
  connect and interact with
  friends, colleagues and
  fans.


o Facebook and MySpace
  pages ...
o create online profiles

o share photos, video, and audio,
  links

o send private message and instant
  message

o learn...
o RSS is a way for content
  publishers to make blog
  entries, news headlines,
  events, podcasts and other
  content ava...
Youth marketing / case studies
atl_btl_pr_interactive_m
ediaplanning_mass_med
ia_bla_bla klişeler...
Brand Ambassadors
/ Marka Elçileri
genç marka müdürleri :)
Reports all trends,
             Campus life,
Popular venues, (Off-Campus, On-Campus)
       Sponsorship opportunities,


...
Reports all trends,
             Campus life,
Popular venues, (Off-Campus, On-Campus)
       Sponsorship opportunities,


...
Reports all trends,
             Campus life,
Popular venues, (Off-Campus, On-Campus)
       Sponsorship opportunities,


...
Monitoring rival activities on
     their campuses,
Generate local marketing
 plans focused on their
  colleges and execute
       campaigns,
Generate local marketing
 plans focused on their
  colleges and execute
       campaigns,
Generate local marketing
 plans focused on their
  colleges and execute
       campaigns,
Creates WOMM, guerilla
marketing jobs,
Promote sponsored events,
festivals, parties etc.
Trigger Sales,
Focus Group effect,
new ideas, insights from youth
youth oriented channels
   çğ               ı
carry my brand


 Express yourself T-Shirts,
 3.000 young people,
 Mobile Marketing (counter mech.)
 200 festival particip...
carry my brand


 Express yourself T-Shirts,
 3.000 young people,
 Mobile Marketing (counter mech.)
 200 festival particip...
351.000 gence ulaşan basılı bir
mecra düşünün.             ç
fotoko
Valuable
Bu kağıtları kullanıyorlar!
Valuable


   % 97
Bu kağıtları kullanıyorlar!
Efficient
Kağıtları üzerinde ki mesajı hatırlıyorlar!
Efficient


           % 79
Kağıtları üzerinde ki mesajı hatırlıyorlar!
Effective
Kağıtları ile günde ortalama
Effective


       90 dk
Kağıtları ile günde ortalama




                               çalışıyorlar!
Viral

        ’i üzerindeki mesajları
        birbirlerine anlatıyorlar
Viral


% 25    ’i üzerindeki mesajları
        birbirlerine anlatıyorlar
Özcümle:)
Özcümle:)

-mış gibi
        get naked!
Teşekkürler,



               Sorular
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

  1. 1. ne ki bu ‘youth’ dediğimiz ? youth marketing keynote 28.03.2009
  2. 2. Ben kimim?
  3. 3. Ben kimim?
  4. 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. 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. 6. Customer / Youth Segmantation
  7. 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. 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. 9. Customer Lifetime Value (CLV)
  10. 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. 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. 12. Sonuç Odaklı
  13. 13. Sonuç Süreç Odaklı Odaklı
  14. 14. Jenerasyon Farkı
  15. 15. Youth vs. Adult YOUTH ADULT Voice + 30% +100% SMS + 10% MMS + 5% GPRS / 3G Voice Mail + 60% + 40% Ringtones Directory services + 90%
  16. 16. Youth / Lifestyle Onları tanımak
  17. 17. Who is Generation Y ? Birth years 1977-1992 Over 25 million people in Turkey Global perspective Creating change
  18. 18. geleneksel medyaya güvensiz
  19. 19. teknoloji merakı
  20. 20. yetki ve otonomi önemli
  21. 21. emin açıkgöz
  22. 22. pratik bir dünya görüşü
  23. 23. hedef odaklı
  24. 24. arkadaşlar çok önemli
  25. 25. aile ve eğitime saygı
  26. 26. What does Gen Y most Value ?
  27. 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. 28. Youth / Choices Tercihlerini anlamak Youth / lifestyle
  29. 29. kişisel markalarını, değerlerini farkındadırlar
  30. 30. alışveriş bir etkinliktir sıradan ve küçük bir iş değil
  31. 31. roller karışmaya başlar: erkekler saçlarını boyatırken, kadınlar ev tamirleri yapmaya başladı,
  32. 32. sağlık takıntıları yoktur kendi kafalarına estiği gibi yaşarlar
  33. 33. bu iki adamın birbirinden farkı ne?
  34. 34. bu iki adamın birbirinden farkı ne?
  35. 35. eğlence için para harcarlar
  36. 36. kalite iyidir,
  37. 37. bu konuları hayatımızda yükselen değerler haline getirdiler,
  38. 38. Lifecycle youth
  39. 39. Trends
  40. 40. Youth / Voices Onlara seslenebilmek
  41. 41. Youth / Voices Onlara seslenebilmek
  42. 42. geleneksel
  43. 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. 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. 45. deliler kuralları koyuyor!
  46. 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. 47. Markanızın tek yaratıcısı siz değilsiniz
  48. 48. Steps of Youth Marketing
  49. 49. Steps of Youth Marketing
  50. 50. Teen & Youth
  51. 51. Social Marketing Sosyal Pazarlama
  52. 52. yeni çağda herkes ses çıkarıyor
  53. 53. Internet Penetration
  54. 54. Sosyal Medyaya harcanan zaman
  55. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 70. Youth marketing / case studies
  71. 71. atl_btl_pr_interactive_m ediaplanning_mass_med ia_bla_bla klişeler...
  72. 72. Brand Ambassadors / Marka Elçileri genç marka müdürleri :)
  73. 73. Reports all trends, Campus life, Popular venues, (Off-Campus, On-Campus) Sponsorship opportunities, via web-based BA programs
  74. 74. Reports all trends, Campus life, Popular venues, (Off-Campus, On-Campus) Sponsorship opportunities, via web-based BA programs
  75. 75. Reports all trends, Campus life, Popular venues, (Off-Campus, On-Campus) Sponsorship opportunities, via web-based BA programs
  76. 76. Monitoring rival activities on their campuses,
  77. 77. Generate local marketing plans focused on their colleges and execute campaigns,
  78. 78. Generate local marketing plans focused on their colleges and execute campaigns,
  79. 79. Generate local marketing plans focused on their colleges and execute campaigns,
  80. 80. Creates WOMM, guerilla marketing jobs,
  81. 81. Promote sponsored events, festivals, parties etc.
  82. 82. Trigger Sales,
  83. 83. Focus Group effect, new ideas, insights from youth
  84. 84. youth oriented channels çğ ı
  85. 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. 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. 87. 351.000 gence ulaşan basılı bir mecra düşünün. ç
  88. 88. fotoko
  89. 89. Valuable Bu kağıtları kullanıyorlar!
  90. 90. Valuable % 97 Bu kağıtları kullanıyorlar!
  91. 91. Efficient Kağıtları üzerinde ki mesajı hatırlıyorlar!
  92. 92. Efficient % 79 Kağıtları üzerinde ki mesajı hatırlıyorlar!
  93. 93. Effective Kağıtları ile günde ortalama
  94. 94. Effective 90 dk Kağıtları ile günde ortalama çalışıyorlar!
  95. 95. Viral ’i üzerindeki mesajları birbirlerine anlatıyorlar
  96. 96. Viral % 25 ’i üzerindeki mesajları birbirlerine anlatıyorlar
  97. 97. Özcümle:)
  98. 98. Özcümle:) -mış gibi get naked!
  99. 99. Teşekkürler, Sorular

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