(Graham Brown mobileYouth) How to Youthsource like Ford

How toYouthsourcelike Plus 7 lessons mobile can learn from Ford’s social innovation project Graham Brown!www.mobileYouth.org

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 Graham Brown!www.mobileYouth.org

Since 2009… under the stewardship of ex Scion COO Jim Farley, Ford has focused on redeﬁning the marketing and product development of the Fiesta. ! ! By combining these two often disparate company functions Ford has created a robust Youthsourcing model that challenges traditional concepts of innovation and engagement. Graham Brown!www.mobileYouth.org

And it works…But before we getexcited, realize thesuccess of Ford Fiesta isnot based on SocialMedia but on a newapproach to innovationthat employs SocialMedia as one tool in itsarsenal of possibility.!!Fiesta’s success isn’tabout choices in mediabut choices in mindset.That’s why mostcreative agencies willstruggle. Graham Brown! www.mobileYouth.org

A JourneySuccessful innovation is a journey. Sure youcan employ a “designagency” and their quickﬁxes as they wax lyricalabout the brilliance ofIDEO and Steve Jobsbut ultimately,innovation – likeevolution – is a slowprocess that takes time.!!As the Chinese say, !!“The best time to plant atree is 20 years ago. Thesecond best time toplant a tree is today.” Graham Brown! www.mobileYouth.org

MobileFiesta Movement offersmobile companiesvaluable insights intohow innovation can bedone effectively. !!How does Ford engagecustomers as partnersrather thandestinations? !!Does Ford believe in“design thinking” andcreative genius orrather innovation as asocial process? Graham Brown! www.mobileYouth.org

Social Thinking Design Thinking Social Thinking Source Brilliant Design Posi2ve Deviance Innovators The skilled few The unskilled mass Innova2on 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 Ac2ve dialogue and the morning immersion in the ﬁeld Graham Brown! www.mobileYouth.org

Change is Out There 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! www.mobileYouth.org

Design Thinking Social ThinkingShift Brand We are witnessing a Customer Friend profound shift in the Friend Friend media and innovation Customer Customer Friend Friend landscape. Observerswill look back on this Brand Friend era as media’s own Friend Friend Reformation – a shift in Customer Customer Friend Friend control from monolithiccentralized storytelling Customer Friend Friend of creative agencies toindividual devolvednarratives. ! Expertise Based! Bottom-Up Model!! Top-Down Model! Driven by Youth!Innovation follows suit Driven by “Genius”! Crowdsourcedfrom outdated models of Design Agencies! Innovation!“Design Thinking” to Product Management! Innovation is Social !ones based on Innovation Labs Brand provides thegrassroots insights. tools Graham Brown! www.mobileYouth.org

You’re not selling cars… Social Packaging CONTEXT Your Product Think of your product as CONTENT content and the social packaging as its context “The idea of young people buying cars (solely) for cheap transportation justisn’t true.” Jim Farley, VP Marketing Ford Graham Brown! www.mobileYouth.org

7 Reasons Why MobileNeeds to Youthsource like Ford Graham Brown! www.mobileYouth.org

1. Internal MomentumIt’s much easier to steera moving bicycle. That’swhy so manyinnovation projects arelost to the machine.They don’t even takethe ﬁrst step.!!Youthsourcing tapsBeachheads of fans withideas and empowersproduct developmentand brand managerswith invaluable insightsgleaned in-situ. Killyour focus group. Graham Brown! www.mobileYouth.org

2. Shift Risk onto MarketAll innovation carriesrisk but who said thatrisk had to be born bythe brand?!!How about shifting riskonto the customers?They want to innovate.They want yourmovement. They’ll do itfor free.!!Think of all those highend innovations inmobile that have gainedbrands a reputation forpeddling failedtechnologies Graham Brown! www.mobileYouth.org

3. Experience not ExpertiseYouth discoveredFacebook, SMS, BBM,mobile music andNapster amongst otherthings. All of thesetechnologies haveprofoundly changedindustries and in someways, daily lives.!!Design agenciesproduce award winningsalad spinners andlogos. Who is betterplaced to tell you how toinnovate your product,really? Graham Brown! www.mobileYouth.org

4. Support the High-EndThe innovations at thelow end driven by FiestaMovement are nowbeing incorporated intoFord’s high end models. !!One of the reasonsmobile companies fail tomonetize youth isbecause they only seedirect revenues. Howcould youth innovationdevelop more productslike BBM, SMS andmobile apps to servehigh net worth,executive users? Graham Brown! www.mobileYouth.org

5. Prime the MarketYou don’t need a catchyadvertising campaign orclever drumming monkeyto win young people. Theyare out there and theywant your products andservices – you simplyhave to let them in.!!Youthsourcing is anopportune method ofbuilding bridges betweenwalled brands and openyouth markets. Itidentiﬁes the hands-upfans and creates lines ofinﬂuence. Graham Brown! www.mobileYouth.org

5. cont… Paid vs Earned Media Paid Media Earned Media Approach Media buy Lines of inﬂuence Tac2cs Celebrity, big idea, Co-‐crea2on, fanspoKng, sponsorship youthsourcing Impact Short spike Long term organic Spread 100% of market 10% beachhead Measure Awareness, top of mind Recommenda2on & EMIs Engagement Like the brand Love the brand Decision process Which media to buy? Which fans to engage? The media landscape is changing. Get on board Graham Brown! www.mobileYouth.org

6. Innovation is Marketing“Guess what I was doingthis weekend?”!!Engaging youth aspartners in theprogramme also primesthe cocreators ofinnovation as keymarketers. You have justempowered them withsocial currency tocommunicate with theirpeers. !!Which Facebook updateare they going to payattention to? Lady Gaga’sor their best friend’s? Graham Brown! www.mobileYouth.org

7. The Creative YokeMany mobile brands arebeing punished for theirassociation with a creativeagency model that is broken.!!Most agencies want you onsocial media but they stillwant to tell the brand story.It’s new media but businessas usual. Your money helpsthem win awards. Whychange that?!!Developing your own assetwith or without the agency iskey to brand freedom inmarketing and productdevelopment. Graham Brown! www.mobileYouth.org

7. cont…The Creative Yoke Brand Management Brand Democracy Our role Manage and protect brand Custodians of brand Tools Adver2sing, new media Permission Assets Win youth aTen2on Buy it Earn it Tac2cs Mass marke2ng FanspoKng Metaphor GeKng elected Nurturing love Planning Spend budget Invest budget Innova2on Product development Youthsourcing Narra2ve Tell the brand story Help youth tell their story View customers as Des2na2ons Partners Point of sale Marke2ng ends here Marke2ng starts here Brand measure Reach Inﬂuence Insights Focus groups The ﬁeld Graham Brown! www.mobileYouth.org

Advice for mobile companies Graham Brown!www.mobileYouth.org

Youthsourcing in 7 Steps 7 STEPS OF YOUTHSOURCING KEY MESSAGE 1 Think long term Rela2onships take 2me 2 Cede control Customers are the brand 3 Accept that you don’t know Seek to curate customer ideas Engage your fans, not the mass 4 Iden2fy beachheads market Give your beachhead community a 5 Create a social space house Build brand advocates, not secret 6 Prac2ce open innova2on projects Involve youth as partners in the 7 Tell their story, not yours process Graham Brown! www.mobileYouth.org

1. Think Long TermRelationships take timeFord launched Fiesta Movement in 2009 2 years before the slated arrival of the Fiesta in the USTraditional “campaign” based approaches do not develop relationships Flickr the_yes_man Graham Brown! www.mobileYouth.org

Customers are the brandBrand management is old school 2. Cede ControlWhat they say is more important than what we sayFiesta Movement put youth in the driving seat Graham Brown! www.mobileYouth.org

3. Allow your team to say “I don’t know” Curate don’t Innovate Answers don’t lie within Leverage your “department of great ideas” Replace the culture of fear with one of curiosity Ford understood they didn’t know so approached students for the ideas Graham Brown!www.mobileYouth.org

4. Identify your BeachheadSell to the soldDon’t waste energy on engaging the whole marketEngage the fans who already sold on your ideas and productsYouth attention is your biggest cost Ford identiﬁed techie college students as cocreators of innovation Graham Brown! www.mobileYouth.org

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!www.mobileYouth.org

FORD TARGETS FANS NOT CUSTOMERS Customers Fans Defini2on People who buy People who recommend Measure Sales, awareness Recommenda2on Rela2onship Like brand Love brand Market composi2on 100% of market 10% beachhead Iden2fica2on Difficult to iden2fy 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! www.mobileYouth.org

5. Create a Social SpaceHouse your dialogueFiesta Movement, App Developer ChallengesProvide a platform to help youth connect with each otherFocus on many-to-many not one-to-one Graham Brown! www.mobileYouth.org

6. Make Innovation OpenThe barrier to entry has changedUSPs are not based on secrecy and codenamed projectsBuild barriers through brand advocacy not control Graham Brown! www.mobileYouth.org

7. Tell Their Story not YoursIt’s not how you tell the story…it’s who’s telling it that countsYouthsourcing is a journey that treats youth as partners in production…not destinations for marketing messages Graham Brown! www.mobileYouth.org

josh.dhaliwal@mobileyouth.org UK: +44 20 3286 3635 North America: +1 646 867 3635Start Here… South Africa: + 27 11 08 3635 1 Asia: +852 8176 3650 Graham Brown! www.mobileYouth.org

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(Graham Brown mobileYouth) How to Youthsource like Ford

by Graham Brown (mobileYouth) on Jun 28, 2011

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(Graham Brown mobileYouth) How to Youthsource like Ford — Presentation Transcript