10 Key!                Youth Marketing                  Concepts Explained                      by Graham Brown           ...
#01$                              Social Packaging          CONTEXT                              Your Product         CONT...
#02$  Early"       Late        Students       Young  Teens       Teens                       Adults  Need to belong"  (Pee...
#03$               The Social Thinking PyramidInnovation &Influence                      Change        Cultural Hacking &  ...
#04$      The rising cost of youth attention                                            attention                         ...
#05$                                           Paid vs Earned Media                       Paid$Media$                 Earn...
#06$              Brand Management vs Brand Democracy                          Brand$Management$          Brand$Democracy$...
#07$                        WHY AWARENESS MEANS NOTHING                                   Sell to the sold                ...
#08$                                           Customers vs Fans                       Customers$                 Fans$ De...
#09$             Traditional"              Youthsourcing        Top-Down Innovation       Bottom-Up Innovation         dri...
#10$                                             Design vs Social Thinking                             Design$Thinking$   ...
Graham Brown                mobileYouth                "                Since 2001, mobileYouth                has been he...
THE MOBILEYOUTH 2013 REPORT   Want more trends?                  MOBILEYOUTH                    youth marketing mobile cul...
THE MOBILEYOUTH 2013 REPORT       youth marketing insights for handset brands,                  content providers and oper...
THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org                   MOBILEYOUTH                     youth marketing mo...
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(Graham Brown mobileYouth) #Trends 10 Key Youth Marketing Concepts Explained

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by Graham Brown mobileYouth
part of the 101 series http://www.mobileyouthreport.com/101

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(Graham Brown mobileYouth) #Trends 10 Key Youth Marketing Concepts Explained

  1. 1. 10 Key! Youth Marketing Concepts Explained by Graham Brown mobileYouthGraham Brown" mobileYouth
  2. 2. #01$ Social Packaging CONTEXT Your Product CONTENT Think of your product as content and the social packaging as its context " " Now think of ways to increase the value of the context and reduce the cost of the content Graham Brown"Graham Brown www.allissocial.com mobileYouth
  3. 3. #02$ Early" Late Students Young Teens Teens Adults Need to belong" (Peer group reinforcement) Underpinning all youth behavior are 2 timeless drivers Need to be significant" (Status) Graham Brown" mobileYouth
  4. 4. #03$ The Social Thinking PyramidInnovation &Influence Change Cultural Hacking & YouthsourcingOptimization of products Positive"and marketing Deviance Day to day brandValue derived from Social Currency interactionproductsFundamentaldrivers, mirror Social Survivalneurons Graham Brown" mobileYouth
  5. 5. #04$ The rising cost of youth attention attention Supply of Demand Demand Demand 1990 1970 2010 As demand for youth attention increases (multiple media channels, increasing number of messages) and supply (24hrs a day) remain fixed, the price increases exponentially Youth Attention You$ are$ Price 2010 Here$ Youth Attention Price 1990 Youth Attention Price 1970 Graham Brown" mobileYouth
  6. 6. #05$ Paid vs Earned Media Paid$Media$ Earned$Media$ Approach$ Media$buy$ Lines$of$influence$ Tac8cs$ Celebrity,$big$idea,$ Co>crea8on,$fanspo?ng,$ sponsorship$ youthsourcing$ Impact$ Short$spike$ Long$term$organic$ Spread$ 100%$of$market$ 10%$beachhead$ Measure$ Awareness,$top$of$mind$ Recommenda8on$&$EMIs$ Engagement$ Like$the$brand$ Love$the$brand$ Decision$process$ Which$media$to$buy?$ Which$fans$to$engage?$ Graham Brown" mobileYouth
  7. 7. #06$ Brand Management vs Brand Democracy Brand$Management$ Brand$Democracy$ Our$role$ Manage$and$protect$brand$ Custodians$of$brand$ Tools$ Adver8sing,$new$media$ Permission$Assets$ Win$youth$aQen8on$ Buy$it$ Earn$it$ Tac8cs$ Mass$marke8ng$ Fanspo?ng$ Metaphor$ Ge?ng$elected$ Nurturing$love$ Planning$ Spend$budget$ Invest$budget$ Innova8on$ Product$development$ Youthsourcing$ Narra8ve$ Tell$the$brand$story$ Help$youth$tell$their$story$ View$customers$as$ Des8na8ons$ Partners$ Point$of$sale$ Marke8ng$ends$here$ Marke8ng$starts$here$ Brand$measure$ Reach$ Influence$ Insights$ Focus$groups$ The$field$ Graham Brown" mobileYouth
  8. 8. #07$ WHY AWARENESS MEANS NOTHING Sell to the sold BEACHHEAD The “Sold”" Fans who love your product already and MASS MARKET want to get The “Unsold”" involved Customers and prospects who are aware of and like your product Graham Brown" mobileYouth
  9. 9. #08$ Customers vs Fans Customers$ Fans$ Defini8on$ People$who$buy$ People$who$recommend$ Measure$ Sales,$awareness$ Recommenda8on$ Rela8onship$ Like$brand$ Love$brand$ Market$composi8on$ 100%$of$market$ 10%$beachhead$ Iden8fica8on$ Difficult$to$iden8fy$ Hands>up$individuals$who$ want$to$get$involved$ Customer$influence$ 1:1$ from$10:1$to$100:1$ Other$net$benefits?$ Size$of$market$ Lower$SACs$ Agencies$trained$on$model$ Lower$Account$Mgt$Costs$ Educate$other$customers$ Responsive$to$PR$&$Mktg$ Graham Brown" mobileYouth
  10. 10. #09$ Traditional" Youthsourcing Top-Down Innovation Bottom-Up Innovation driven by focus group driven by front line insights and product insights, usage ethnography development department and youth dialogue Graham Brown" mobileYouth
  11. 11. #10$ Design vs Social Thinking Design$Thinking$ Social$Thinking$ Source$ Brilliant$Design$ Posi8ve$Deviance$ Innovators$ The$skilled$few$ The$unskilled$mass$ Innova8on$is$ Something$you$pay$for$ Already$out$there$ Players$ Agencies,$consultants$ Your$customers$ Typical$case$study$outputs$ A$cleverly$designed$ SMS,$BBM,$Facebook,$ vacuum$cleaner$ Ringtones,$MP3s,$Mobile$ Music$ Market$research$ Designer$looks$in$mirror$in$ Ac8ve$dialogue$and$ the$morning$ immersion$in$the$field$ Graham Brown" mobileYouth
  12. 12. Graham Brown mobileYouth " Since 2001, mobileYouth has been helping companies build bridges with the youth market." " Graham is a regular industry commentator on youth media and marketing and has appeared on CNN, CNBC and in the FT, WSJ and Sunday TimesGraham Brown" mobileYouth
  13. 13. THE MOBILEYOUTH 2013 REPORT Want more trends? MOBILEYOUTH youth marketing mobile culture since 2001
  14. 14. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  15. 15. THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001

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