Mobile Youth Tribes by Graham Brown mobileYouth.org

...And the End of the Campaign

Inspired by the works of Seth Godin

For millions of years , human beings have been part of tribes A tribe is a group of people connected to a leader and a group of ideas

The symbol is its most powerful tool of communication

Tribes have been historically grouped on geographical, racial, economic and religious lines Now youth tribes are increasingly delineated according to lifestyle interest

marketing MUST also change

Marketing to the Tribe means building a BEACHHEAD not capturing market share

Each tribe has a social dynamic conducive to marketing 1) Outliers 2) Leaders 3) Followers

There are 1 billion mobile owners under the age of 30 That's 1 billion producers, marketers, product developers and ideas in the tribe If only you knew how to use it

Tribes fulfil youth's basic human needs - The need to belong The need to be significant

Here are some example tribes ...and their leaders

Grateful Dead “Dead Head” Tribe $100m in sales Only 1 top 40 album Pioneered file sharing back in 60s by encouraging “ deadheads” to tape their live shows

Apple The Innovation Tribe Ranks consistently as one of youth's top 3 most trusted youth brands Compare PR of Apple and MS to understand how a tribe works

Japanese Kogyaru Tribe 15-17 Year old High School Girls were using pagers and “txtspk” as early as 1995 long before world's youth had caught on Fierce brand loyalty to Louis Vuitton, Hello Kitty and Burberry before they became mainstream globally late 1990s

Red Bull The Energy Tribe From Air Race to Music Academy Red Bull builds its tribes from the grass roots with little attention to campaigns or brand awareness

Jones Soda & The Tribe for The Little Guy Jones prides itself on being the market upstart against Coke and Pepsi. Ex CEO Van Stolk considered His young consumers, not Jones, as the brand owners “ Make some change, run with the little guy”

Threadless.com and the tribe of creativity Threadless.com not only aims to empower young artists to create their own tees, it also supports them as rising stars of the community through profiling and its training workshops

Scion & Urban Identity Scion & The Urban Tribe Scion isn't trying to sell cars to young consumers ...it's giving them the social fabric they crave ...a community ...an identity … a way of life ...a tribe

“ We want to be led” Seth Godin

“ Give us the tools, make it easy for us and we will join your tribe ” Seth Godin

Without a leader... all of this is worthless

Who are you going to lead?

Come meet mobileYouth ® on our world tour 2009 http://www.slideshare.net/mobileyouth/mobileyouth-speaking-schedule-2009-presentation

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