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(Graham Brown mobileYouth) Blackberry, Beachheads, Students and Fanspotting

by Graham Brown (mobileYouth) on May 19, 2010

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Graham Brown of www.YouthResearchPartners.com shares how Blackberry can extend its Beachhead strategy into the student market and win this influential segment. This presentation is from the Webinar (cl...

Graham Brown of www.YouthResearchPartners.com shares how Blackberry can extend its Beachhead strategy into the student market and win this influential segment. This presentation is from the Webinar (click to view recorded presentation)
http://www.brighttalk.com/webcast/21067

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iphone mobileyouth handsets blackberry nokia youth research partners mobile beachheads mobile youth rim graham brown youth fanspotting apple young ideas salon influence social media advertising

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Graham Brown (mobileYouth) , Author & Director at mobileYouth - youth mobile culture View the WEBINAR that accompanies this presentation with live commentary
http://www.brighttalk.com/webcast/21067 2 years ago Reply
Are you sure you want to Yes No
Graham Brown (mobileYouth) , Author & Director at mobileYouth - youth mobile culture More on FANSPOTTING here
http://www.mobileyouth.org/post/fanspotting-identifying-your-most-passionate-customers/ 2 years ago Reply
Are you sure you want to Yes No

Share data, case studies and user profiles with you sourced from 10 years of research backed by insights from our local partners in 4 continents. If you want this presentation deck, stick around. At the end I’ll give you a link where you can download it – free.
We’ve been doing this for 10 years. These are some of the brands we’ve worked with. The more proactive members of the audience today will have googled our mobileyouth report. Some of you already subscribe to it. * What drives us? We’re passionate about this question “How can brands build relationships with youth?” We did 200,000 airmiles looking for the leading case studies, best in class and category leaders. We did the airmiles so you don’t have to. And today, we’ll share some of those insights with you. Questions? See the Ask a Question button at the top? Feel free to submit. If we have time at the end, bearing in mind this is a short presentation today and a lot of ground to cover, we’ll address them. If you want more info, as I said, stick around because I’ll give you a link where you can download this presentation FREE. So how does Blackberry win Students? Let’s look at this challenge through the lens of how not to do it
* What is this? * Ask any technically minded audience. 50% Ipod 40% don’t know. 10% correctly identify it as a Zune. * You’ll get the same response with students. Bear in mind, MS invested significant resources in this segment. But as we’ll find in this presentation it’s not the size of the budget but the choices you make and the biggest mistake MS made was…
* Trying to buy their attention and trust. And MS made that mistake because they listened to their ad agency. Let me explain
They made the mistake of believing that students buy stuff… ie products. Stuff is what advertisers sell. * The reality is they don’t buy stuff, they buy what stuff does for them, and comparing your product with the incumbent wont win you any favors. And what of generating buzz? That’s what students like right?
Ask your PR agency and they’ll win you spots at the trade shows, massage your brand managers ego. Moot point in this presentation. Much of the advice and insights that follows will alienate and annoy your average creative agency because the problem most brands today is average creative agencies, as we’ll discover.
And sometimes even the “best” agency won’t win your students. Yes, they’ll win awards for their work but no, they won’t win you awards. So how do you win the Student market?
Flip the script And here’s a story even your agency will love. The Pure Digital Flip. Cheap, portable handheld camera. Category Sony When PD launched, they sought the views of students. Engaged the agency in focus groups. What were the top 5 features that students wanted from this handheld device?
This is what the product managers came up with and the agency FGs resonated with these features But here’s the rub, when FLIP went out there – into the offline social network (real world). Little response. No traction. Scratch heads. Ditched the FG and went onto campus, entered a process of immersion into the world of the student and here is their striking find… The biggest problem facing students wasn’t any of the above as the agency identified from their focus group BUT….
Cables Students didn’t carry cables with them but in the focus group situation it wasn’t an issue because the social interaction was unrealistic Yes your agency identified which ad message, which logo they liked best, but they didn’t identify the button that Flip needed to push. * And so, was born….
How simple is that? Sometimes real insights into the student market come from doing something different. * We’ll show you how you can go beyond your agency today and develop these insights internally and use them both in PD and as a key marketing channel Does it work?
* Bearing in mind there category competitor was Sony – a company of over 1000x its market capital at the time
Cisco And here’s the real rub. I said this was a story even your ad agency would dig. Until that is I share with you the last insight
NO ADVERTISING. * What Flip teaches us about the Student market is 2 things 1) You cant buy student trust and attention – it needs to be earned. Immersion. Campus. Examples of that follow 2) You need to co-create. We need to move from viewing students as destination for your marketing messages to partners in its production. If your agency is talking to you about buying student media space or listening to customers – fire them. Here’s why
Because your average agency – and note I say “average” because there are a few very good exceptions – will tell you this. In answer to your question “How do we engage students?” they’ll say “You need a clever marketing campaign”. There is nothing clever about the Flip apart from the fact they made the effort to immerse themselves in the student universe. * Just as in real life, you can’t fake relationships – you can’t rely on gimmickry to win their hearts and minds.
* The second reason is your average agency confuses Social Currency with viral marketing. They are not the same. * Social currency means a platform which affords students the two key drivers of behavior (we’ll reveal those in a minute). Viral Marketing has ZERO ROI.Why? Because if you talked to any investor about buying an asset that lost its value in 3 months – they’d laugh in your face. Why is it any different with student marketing? Yes, most agencies and brand managers talk of ROI but they really mean ROS. * ROI means building assets that last, Permission Assets that continue to reap benefits year after year. We’ll show you how in a minute
If your agency says you need to be asking “How do we get onto Social Media?” – you need to dump them. Yes Social Media is important in the success of the case studies I’ll share with you shortly but it’s the WRONG question to ask Earlier I said this was about choices not media buys. And you make those choices by asking the right questions. The right question to ask is ->
What is the quality of the relationship between my brand and customer? OTOH – your agency will run focus groups, campaign “dips” that helped them win the pitch. They fed them with pizza and asked them questions about your products. * The problem with this is that if they don’t know you they won’t tell the truth. People buy on emotion and justify with logic so every insight is a logical not emotional one. So, what you need is a trusted network of students who you have an ongoing relationship with who’ll tell you straight, not what you want to hear. We’ll talk about how you source CI with students in a minute. What of the importance of those relationships with your student marketing? If you have no relationship, you need to BUY your way into their attention. It’s expensive and is unsustainable until your next campaign. This is why advertising – whether on FB, twitter or TV is a tax on unremarkable marketing. * Let me explain
– what is the biggest influence on 16-24 yr olds and their media, brand and tech decisions today?
And when you’re trying to win students, TRUST is the #1 reason why they’ll chose BRAND A over BRAND B
So why try and communicate with them in ways they don’t trust – it simply compounds your problem and costs you more money. Remember the Zune – you can spend a lot of money and hire the best agency in town but it will probably make your problem worse So what can you do? Well like all real world relationships, with students you got to make the effort ->
58% of students were most influenced by face-to-face communication from brands. You can’t fake this stuff, you certainly can’t buy it. You’ve got to get out there and start making friends. So that was the problem we addressed when we set up YRP. We found clients wanted to connect with students long term, wanted to build relationships but we stuck with mediocre agencies that were telling them about Social Media, Twitter and FGs.
* So we went out and identified the leading youth specialists in the field and brought them under the YRP banner – from Nigeria to Indonesia to South Africa. In 4 continents. * Our prerequisite is that they should have an existing network of FANS – of young trendsetters who they have built relationships with and have nurtured. Brands could now short circuit the expensive FG and agency route and go straight to market. We’ll share with you insights from that now.
But let’s start first by telling you what you get with the old fashioned A/FG approach Typical student, somebody recruited by an agency for a focus group study on Blackberry. Remember, quality of answers is a function of the quality of relationship
So a superficial relationship produces superficial responses. Doesn’t tell you anything apart from what we know already and it certainly isn’t actionable. If Blackberry wants to develop quality relationships it needs to get serious about its fans ->
* Focus today – how can BB build relationships and nurture those key FANS who make a difference, the same fans who took FLIP to market. * We’re moving pretty fast in this prez – stick around and I’ll show you how to DL the presentation * Now FANSPOTTING is a tried and tested methodology we have developed in conjunction with our 14 partners and its out there in the market today. If your agency starts using the word, just remember where you heard it first. * So what are the basics?
* Remember I shared earlier the insight that the right choices are based on asking the right questions – here’s the questions we task clients to ask of their student market. * Let’s look at the first one and some insights into who Blackberry fans are – and I’ll pick an example from recent work we conducted in Indonesia with our partner Youthlab there
Political Psychology Major Jakarta 8520 Curve – calls it the Gemini Anggun is a fan but the interesting thing is that the agency approach simply treats Anggun like any other. Let’s see why that’s a big mistake:
Do they don’t they debate – big twitter user. Interesting insight @ compared to older generation. Different usage patterns that you’ll only get when you develop a relationship over time. Trusted relationship Communication with people who trust her rather than wider public. Here’s how that works
Anggun is a key influencer in her peer group. As she says in her own words here she influences her friends and sister. But, again – agencies treat her the same as her friends and sister. What draws Anggun to BB brand?
BBM is a major composite of that. In many cases we found BBM to be more important than the BB brand itself which has implications for both BB and the operators in terms of what benefits need to be highlighted. Emotional attachment. That Anggun opens up and admits emotional drivers is a core function of the quality of the relationship we have built through the YRPs with the market. You wont get this from a FG. Here’s some more student insights ->
A focus group will give you logical answers *Trusted relationships however will give you emotional ones e.g. “I would like to buy a BB to look rich” Citra aged 17. *Now these emotional drivers are key to student market appeal as we’ll discover later. Here’s a case study I’ll share with you now and revert to later
Why does Karina use BBM? Well it’s about appealing to the 2 key drivers of student behavior – Belong, Significant. And you know what’s interesting about those drivers – you’ll find them in Indonesia as you’ll find them in India or Indianapolis – they’re global. To give us some insight into this I’ll bring in Ben, listening patiently, to take us to the other side of the world and look at US students
Ben – an interesting case study from such of the research we conducted at UCLA in Irvine with students and handset preference. Here’s some of the voxpops. * Tell us about Mark’s story. And this is the challenge ladies & gentlemen that Mark, Karina, Anggun are all treated the same. Whether you’re using FB, Twitter or TV we still see brands wasting money and time on trying to build relationships with these influencers when they clearly are heading up a dead end.
We need to start with the assumption that students don’t wake up thinking about our brands.
This is a very competitive market. Google is willing to give this stuff away just to build a presence because they know – as we’ve seen with FB, Napster, SMS and Macbooks – once you build a beachhead of fans, it becomes unassailable. I’d like Ben to chime in here because…
Ben you’ve been in Student Marketing for the best part of 8 years with Campus Buzz prior to joining our team. You’ve worked across 100s of campuses and seen how brands like Red Bull, Pepsi and Jet Blue roll when it comes to engagement. Share with us some insights into how mediocre brands typically try and get themselves onto campus? One myth we want to dispel about student marketing today is the myth that you can engage them with FB, Social Media etc. As I said earlier, if these are the questions your agency is putting to you, dump them
No more, times have changed
What makes a difference? And a change in mindset comes from trying to get students to like you. If your trying to get students to like you – you’re wasting your money I’ve been in this business 12 years helping brands like Red Bull, Nokia, Coke and Vodafone and if there’s one mistake I’ve seen repeated time and time again with students by brands, encouraged by their agencies it’s this ->
If you want to win the hearts and minds of students you need to talking about “love” In a world where trust and face-to-face rule influence, the depth of relationship is paramount. Your agency will help you win customers. We’re talking about your need to win FANS ->
And here’s where it gets difficult for the traditional mindset because your average agency will talk about media buys and reach. How many millions of followers on twitter, how many millions of views for that viral youtube video. It’s irrelevant. Because to reach Anggun, Karina and Mark you need to be loved not known. And it starts here – building a BEACHHEAD
We provide extensive case study examples and implementations in the MYR It means building a base of FANS through FANSPOTTING and later developing powerful PD & MKTG insights using YOUTHSOURCING. Again we don’t touch on YOUTHSOURCING AND PERMISSION ASSETS today – you can find out about them by emailing Josh at the end or reading the report. WHY do you need to build a beachhead?
The need for BEACHHEADS is best illustrated by this young lady’s story – KARINA NEGARA – a student affiliated with our YRP Youthlab in Jakarta. Again, there is a relationship so the insights are real.
Now when Karina got her Curve she had made the switch from a legacy of 3 Nokia phones to BB. The reason? INTL Students, friends in US. They wanted to BBM her but Nokia couldn’t. Switched to BB and applied the same peer pressure on her friends.
This is the power of earned media and why through FANSPOTTING you can win over the market.
Converted an entire group. Now the interesting thing is go to your agency and they’ll spread your entire budget across the 9 people illustrated here. If the target is impressions on the campaign, 9 beats 1. However, if the target is LOVE, then committing 10% of your energy to Karina compared to Google and Red Bull and Apple who are committing 100%, you’re in trouble because you’re just noise. YES, they’ll notice you, but once you stop advertising, they’ll forget you. So if you want to WIN students the 90-10 rule is key to successful FANSPOTTING
Identify the 10%, commit 100%, let them take care of the 90%. The 90% aren’t listening to you anyway. Getting this right means getting the right metrics in place DAY 1.
And this is where many brands and agencies sink money into their black hole They talk up Social Media, twitter and so on but they’re still committing 100 to the 100. That isn’t FANSPOTTING But the irony is that when they do their FG research, guess what?
Students say they “like” your brand. So what’s the difference?
Students “liked” Hillary
But “loved” Obama Let’s talk about handsets and I’ll share with you now some insights into the UK student market based on work commissioned by a client last year which they have kindly made public. We wanted to know which brands students LIKED and which they LOVED Which handset brands do you think students LIKED?
Interesting isn’t it because these are completely different results for LOVE And if you’re interested in how you find out these results for your market ask us at the end – and the answer isn’t asking people “Do you like Blackberry or do you love Nokia?” It’s very simple – link coming at the end
A small group of very vocal and passionate supporters Let’s visualize it, this is where it gets interesting You can actually SEE what a BEACHHEAD is
So does FANSPOTTING work?
In terms of revenues No.
Why? Because fans are more effective marketers than we could ever be. They provide the best PD insights. They are easier to manage and less costly. This is investment. Don’t spend your marketing budget with your ad agency – sure they’ll advise multiple ways to spend it – the cooler the technology the more expensive Invest it in building PERMISSION ASSETS as we advise in the report. BB & Apple profitability has been built on a patient strategy of Beachheads and Fanspotting over 10 years and it pays off Does it work for Operators too?
Yes, here’s a case study shared in the report how a mobile operator targeting students through FANSPOTTING and building PERMISSION ASSETS has returned the lowest churn rate in category. We have had examples of companies trying to give their stuff away to free to students and it failed. Here’s one of a company charging more than the market average and winning FANS. How? Read the report
How does Apple use Permission Assets to nurture Fans among Chinese Students? * We study how Apple Campus China has helped Apple not only source PD insights but also develop key marketing channels that have helped them significantly reduce their advertising spend.
This is a journey that can start today As I said at the beginning, it means doing something different and that point of difference means making choices about how you win student attention and trust. You can’t buy them anymore with your agency you need to earn them Now your agency may be part of that solution, but only if they are the exception to the rule. Here’s how you can start the journey, WITH or WITHOUT them
A host of webinars you can view archived and share with colleagues on Fanspotting, Youthsourcing and Permission Assets Help you discover more about this subject area and provide insights into the mistakes you can avoid and what your marketing priorities should be And if you’re already actively on campus then
Talk to us about how you can plug into our network. Relationships take time to build so we’ve done that for you – lines of influence and product development insights waiting to be activated in 4 continents. And lastly if you need data, case studies and presentation slides for your internal use then look no further than
Which not only has all that but also how to profile Students
Insights into 65 markets developed through 10 years of research
And infographics you can readily rip and use in your pitches and presentations. So where can you get all this from including this presentation ready to download? Seeing as you’ve dedicated the time to being here today I’m feeling generous – here’s how
Ping an email to my business partner Josh Dhaliwal requesting the presentation and any further help you require with this segment and we’ll be happy to talk to you. I hope you enjoyed today – if you did please share the love and provide feedback by rating it. Average agencies will no doubt be the haters. But then, as with your marketing this isn’t about getting elected – this is about winning fans so I’m confident there are People who have come here today wanting to make change. And follow up on those three sources I’ve given you today as best starting point. Time has escaped us once again, we’ll answer your questions by email. Thank you for your participation, until next time stay youthful.

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Gerel Orgil at Bloomberg Mongolia Tags social media advertising youth influence 2 years ago
Sidneyeve Matrix , Teaching mass comm, digital media, and marketing at Queen’s University 2 years ago
Graham Brown (mobileYouth) , Author & Director at mobileYouth - youth mobile culture 2 years ago

(Graham Brown mobileYouth) Blackberry, Beachheads, Students and Fanspotting — Presentation Transcript