(Graham Brown mobileYouth) #Trends: Fanspotting

Fanspotting
Graham BrownmobileYouth

#70
Facebook Fans ≠ Fans

How to download the slides…
www.MobileYouthReport.com/101

#71
If youth “like” you, you might as well be invisible

#72
we’ve spent our whole marketing careers trying to be liked by customers…
when all along we
ignored the inconvenient truth of the fans who already loved us

“Love” is not commonly used in marketing
“Love” requires commitment
“Love” requires opening up and letting go

#73
The fanspotting model is based on 3 simple questions:
1. Who are they?
2. What do they love?
3. How do we give it to them?

#74
Real word relationships, like marketing, require work
You can’t throw money at a broken relationship
or fix a broken brand without heart

#75
The problem with Fanspotting is that it requires
marketing to get personal and pull down the walls
that means no more focus groups.
That means actually getting to know them.
Not just by name but also by emotion and their fears

#76
Rather than ask “how do we engage youth?” we need to be asking “how do we remove the barriers that prevent youth from engaging with us?”

#77
Find your fans, the rest is mere detail

#78
Marketing success requires
a clear understanding of the
difference between
“Liked” and “Loved”

#79
Sell to the sold. Focus on the 10% that will influence the 90%. The 90% aren’t listening anyway

#80
Build Beachheads

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

#81
Fans need the brand as much as you need them. They need the social currency you provide
Help me tell my story

#82
Customers vs Fans

#83
Every product has fans

#84
Create a home
…an asset to house the dialogue
Think of an event, programme of community
you could create for your fans

#85
Give fans the tools they need to shout about
the brand

#86
Don’t be cool, be relevant

#87
Winning the youth market is
about share of customer not
share of market

#88
If you don’t know who your fans are
you only have
customers

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

How to download the slides…
www.MobileYouthReport.com/101

http://www.youthresearchpartners.com	12
http://www.mobileyouth.org	3
http://sstwi.tumblr.com	3
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(Graham Brown mobileYouth) #Trends: Fanspotting

by Graham Brown (mobileYouth) on Apr 20, 2011

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(Graham Brown mobileYouth) #Trends: Fanspotting — Presentation Transcript