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(mobileYouth) Download: Facebook needs young creators, not users
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(mobileYouth) Download: Facebook needs young creators, not users

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    (mobileYouth) Download: Facebook needs young creators, not users (mobileYouth) Download: Facebook needs young creators, not users Document Transcript

    • Facebook needs to winyoung creators, not usersFebruary 27, 2013There are over 1 billion potential young coders in the world today. Facebook,Apple, Amazon and Google need to focus on winning this cognitive surplus ofyoung creators.This week, Bill Gates, Facebook CEO Mark Zuckerberg and Twitter co-founder Jack Dorsey joined forces to support a new initiative, Code.org toencourage young people to code.While it makes sense for any tech company to invest in the next generation ofengineers, the real challenge will not be in attracting professional talent to thecompany. It will be in winning the hearts and minds of the amateurdevelopers.We’re shifting from a consumer economy to a creator economy. A lot of thecode creation is done by individuals outside of the company, outside of the Find the most relevant insights on youth mobile marketing: http://www.mobileYouthReport.com
    • company’s control. Where previous IT battles were won and lost in the driveto get people onto a specific platform, the new battleground will be in getting1 billion people to create for that platform.The traditional view of young creators may need an upgrade. Where techcompanies would previously concentrate on student hackathons, the focusneeds to shift to an even younger market that is currently underserved."We used to think that inviting students as young as 18 years old was great,"said Apples marketing chief, Phil Schiller, in an interview last week. But hesaid Apples iPhone and iPad software has lately attracted interest from aneven younger group of developers."We would get emails after the developer conference from students, 16, 15,14 years old, saying I already have X number of apps in the app store. Im adeveloper. Can I take part in this too?" he said.Becoming part of the teen coding conversation isn’t necessarily abouthackathons and university milk rounds but in developing a betterunderstanding of their lives and the social drivers that shape the creation ofcontent.Youth: most prolific creatorsYouth are the most prolific creators online: 80% of youth aged 15-21 createoriginal content online compared to only 34% of people aged 30 and above.Technology that connects people is first evolved in the youth market. SMSevolved within the youth market outside of telecoms industry initiatives.Where adults saw only form factor limitations, youth saw a platform tocommunicate through a shared language (i.e. txtpsk) that defined their peergroup identity and tightened their tribe. The texting experience developed byyouth has now spread to the wider adult market.Rather than wait for telecoms to come good on delivering a positiveexperience, Facebook needs to tap into young creators to drive theexperience from the bottom-up. Find the most relevant insights on youth mobile marketing: http://www.mobileYouthReport.com
    • Youth Influence the Adult MarketWhat happens in the adult market tomorrow can be seen in the youth markettoday. The real potential in involving young creators is not in waiting for biginnovation to happen. SMS, Facebook, file sharing were all conceived in theyouth market.Today, tapping into young creators means running hackathons to source thisinnovation. Tomorrow, it could mean curating different hackathons that areorganized and run by people you don’t know.  The largest hackathon today isalready held in unlikely places, not Stanford or MIT but in Penn StateUniversity that is better known for its medical program than its technologicaldepartment.Hackathons represent the first positive step to co-create with youth but techneeds to also look outside of the hackathon and be wary of becoming relianton these tools. While high-profile competitions backed by awards may attractPR, the real challenge for tech companies is in winning the small daily hacksthat shape future markets.  The challenge for Facebook isn’t strategic but cultural. The bigger it becomes,the greater the distance between the decision makers and market innovation.Hackathons may be a useful way of structuring that interaction today butFacebook needs to be wary of relying on these tools the same way brandshave come to rely on focus groups for insights.Find out more:The 2013 mobileYouth Report Find the most relevant insights on youth mobile marketing: http://www.mobileYouthReport.com