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

10 KeyYouth Marketing
Concepts Explained
by Graham Brown mobileYouth
Graham BrownmobileYouth

#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 www.allissocial.com

#02
EarlyTeens
Young Adults
Late
Teens
Students
Need to belong(Peer group reinforcement)
Underpinning all youth behavior are
2 timeless drivers
Need to be significant(Status)

#03
The Social Thinking Pyramid
Innovation & Influence
Change
Cultural Hacking & Youthsourcing
PositiveDeviance
Optimization of products and marketing
Day to day brand interaction
Value derived from
products
Social Currency
Fundamental
drivers, mirror
neurons
Social Survival

#04
The rising cost of youth attention
Demand 1990
Demand 2010
Demand 1970
Supply of attention
As demand for youth attention increases (multiple media channels, increasing number of messages) and supply (24hrs a day) remain fixed, the price increases exponentially
You are Here
Youth Attention Price 2010

#05
Paid vs Earned Media

#06
Brand Management vsBrand Democracy

#07
Why Awareness means nothing
Sell to the sold
Beachhead
The “Sold”Fans who love your product already and want to get involved
Mass Market
The “Unsold”Customers and prospects who are aware of and like your product

#08
Customers vs Fans

#09
TraditionalTop-Down Innovation
Youthsourcing
Bottom-Up Innovation
driven by focus group insights and product development department
driven by front line insights, usage ethnography and youth dialogue

#10
Design vs Social Thinking

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 Times

These 10 concepts feature in our #Trends 101 seriesHow to download the slides…
www.MobileYouthReport.com/101

http://www.mobileyouth.org	100
http://www.youthresearchpartners.com	58
http://www.slideshare.net	1

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

by Graham Brown (mobileYouth) on Apr 20, 2011

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