(Graham Brown mobileYouth) #Trends: Youthsourcing

Youthsourcing
Graham BrownmobileYouth

#89
In every generation it is the Cultural Hackers
who explore the bounds of technical possibility
Their Positive Deviance helps us understand the
potential roles technology can play in our lives

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

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

#90
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

#91
Positive Deviance:
Youth are blessed with an innate sense of play
A hunger to explore and pushlimits
In this environment
they are fearless
their deviance is a
force for positivechange

#92
This is where innovation is happening

…and here

#93
We fear Youthsourcing because we fear loss of control
We think leadership means having all the answers
where actual strength derives from simply saying:
“I don’t know”

Every product has scope to be hacked by youth
It just depends on whether the brand will help them or not

Every social tool can
be hackedEvery technology,
product or brand is
optimized by youth to
derive more social
currency:more ways to belong, more ways to be significant

That’s why this could
never happen…

#94
If you want to know what
executives will be doing with their Blackberries
and iPhones tomorrow , take a look at
how youth are using them today

Let’s face it… youth “get it” a lot quicker than adults
so why do we continue to look to adults for the answers?

#95
Innovation is being held back
by a pervasive myth that you need to be qualified
to do it whereas the reality is the opposite is true

Design vs Social Thinking

Research shows that many decisions
with disastrous consequences (e.g. air crash,
surgery) can be avoided if those involved removed
the “Authority Gradient”
The same is true of such
decisions made about
innovation

#96
Cultural HackersOut there is your
department of great ideas
They are happily
hacking and perverting your product and brand to generate more social currency

#97
Co-created product development done well becomes your best marketing strategy.
Involve them in the story and they will tell all their friends

The 3 Market Levers

#98
Cashless Innovators
18-24 yr old Male
Student
More time than money
Few status symbols
Seeks significance from
modding the product
e.g. rooting Android phones

#99
Teenage Pirates
13-18 yr old
Key drivers: belonging
School students
Little respect for
Control Ecosystems
Hand-me-down
Out of warranty
Iphones

#100
Disruption Divas
20-29 yr old Female
Career Oriented
Admires status symbols of
previous generation e.g.
Blackberry – sign of “arrival”

#101
Innovation is not born of someone with innovation in their title but countless interactions by day-to-day innovators – normal people looking for a better way of doing things

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

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(Graham Brown mobileYouth) #Trends: Youthsourcing

by Graham Brown (mobileYouth) on Apr 20, 2011

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