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(Graham Brown mobileYouth) Mobile Youth Presentation to Vodafone by MobileYouth.org featuring trust, loyalty, net promoter score
 

(Graham Brown mobileYouth) Mobile Youth Presentation to Vodafone by MobileYouth.org featuring trust, loyalty, net promoter score

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Vodafone, like most mobile operators, faces the ongoing challenge of being relevant to the next generation of its customers (youth) while at the same time not losing its broad appeal. It could ...

Vodafone, like most mobile operators, faces the ongoing challenge of being relevant to the next generation of its customers (youth) while at the same time not losing its broad appeal. It could re-invent itself as another Blyk or Boost Mobile (nor would it want to) but at the same time, as with the current problem facing the BBC and the recorded music industry the beginnings of a disconnect with young consumers may not be felt today but represents the manifestation of a long term and, importantly, irreversible disease.

Some of the points I discussed in my presentation to Vodafone about the MobileYouth Report include
* How to build trust through relevance by drawing down on the insight from how brands such as Toyota (through Scion) have already achieved this
* How to be a remarkable youth brand (see Jones Soda)
* How to communicate directly with youth through their own channels (eg using Youtube rather than mass media and press releases (in this example we look at EA and the recent Tiger Woods "Jesus Shot" fiasco - which is also very funny).

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    (Graham Brown mobileYouth) Mobile Youth Presentation to Vodafone by MobileYouth.org featuring trust, loyalty, net promoter score (Graham Brown mobileYouth) Mobile Youth Presentation to Vodafone by MobileYouth.org featuring trust, loyalty, net promoter score Presentation Transcript

    • mobileYouth 2008 Vodafone Consumer Insights Oct 08 3 Key Qs
    • MobileYouth: 3 Key Questions 1) Who are they? 2) What do they want? 3) How do we give it to them? Levis/Nike
    • MobileYouth: Perspective The One Quality
    • Consistently Popular with Youth OTS – What want? Simple
    • Intro ~ What do youth want? mobileYouth on the street video 1 OTS2 – important?
    • What is important to youth? mobileYouth on the street video 2 Brands
    • Consistently Popular with Youth Healthcheck
    • Mobile Operators Brand Health-check Youth trust for handset brands significantly higher than that for operators (52 vs. 27%) (NB:Europe showed lowest figures) Youth rated “trust” as the key factor that would influence word of mouth, reason to leave/join a network and likelihood of trying out new products and services Youth ranked their “wants” from operators as: 1) better package 2) better customer service 3) better choice of handsets 4) new services/technologies DNA vs Need
    • When organizational DNA gets in the way Overcome?
    • (Video) How can Vodafone build trust through dialogue ? Marcomms Mass Market
    • (Video) How can Vodafone build trust through relevance ? Clarity
    • (Video) How can Vodafone build trust by being remarkable ? More videos, more info
    • mobileYouth.org Blogging mobile, youth, marketing and branding trends since 2001 with articles by Josh Dhaliwal and Graham Brown As always, free to read. Includes presentations and videos published by mobileYouth and partners http://www.mobileYouth.org mobileYouthNet.com Networking professionals in the mobile youth space. Watch on-the-street videos of our reporters talking to youth about mobile and marketing. Events calendar, discussion, contacts and more. Join today for free at http://www.mobileYouthNet.com About mobileYouth & mobileYouthNet mobileYouthNet.com mobileYouth.org