mobileYouth Economy: 100 Trends for 2012. Part 1 of 4

100 Trends that deﬁne Youth Mobile Culture in 2012 Part 1 Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001ﬂickr: whatmegsaid 1

ﬂickr: Andrew Stawarz #12 Key Drivers of BehaviorHow will you help me belong?How will you help me be significant?These are the questions young customers are asking of you.Answer these questions and all else becomes detail. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 2

#2 3H (Homes, Hangouts, Hideouts) In the mobileYouth Economy insights are a function of social Context. Market research “communities” aren’t the answer. If you survey or study youth outside of the 3H you end up with artificial results. Real insight comes from immersing research in the context of real world peer group dynamics.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 3

#33 Key Change AgentsNot every young person across all age groups and gender differences isactively optimizing products and services to enable their social lives.A small group of young people sets out to discover social currency. Wecall them Change Agents. They are the 10% of the mobileYouthEconomy that influence the remaining 90%. The 3 Key Change Agentsare Teenage Pirates, Cashless Innovators and Disruptive Divas. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: austinanomic 4

#4 3 Key Pain Points Isolation, Risk and Loss of Control. Pain Points are the key drivers of Youth Churn and prerequisites of negative Shared Experiences. The 3 Key Pain Points drive customer churn in the youth market. Minimizing the 3 Key Pain Points is a key youth acquisition and retention strategy in the mobileYouth Economy.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: alex e proimos 5

#590-10 RuleFocus on the 10% (the fans) that influence the 90% (the massmarket). In the modern Attention Economy, youth are moreinfluenced by the Earned Media of these vocal influencers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 6

#6 Age of Differentiation Between 2000 and 2009, mobile brands employed Creative Agencies to differentiate their products based on features and tariffs. This Big Idea Marketing approach no longer works in the current Age of Discovery.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 7

#7Age of DiscoveryIn today’s mobileYouth Economy, youth are discovering products without thehelp of agencies. Change Agents replace media as the key market Influencers.In the Age of Differentiation, Creative Agencies manufactured Contextthrough a brand story known as the Big Idea. In the Age of Discovery, youthdefine their own context by discovering the Social Currency in the product. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 8

#8 Anti-Social Business The Loudspeaker (broadcast) model of Customer Experience - Customer Service, Marketing and Innovation – was popular during the Age of Differentiation but is increasingly ineffective in the Age of Discovery. Company culture is focused on short-term results exerting Cultural Pushback when required to change.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 9

#9 Arrival Disruptive Divas co-opt brands of the establishment e.g. Blackberry, Burberry and Louis Vuitton as milestones of social success. In periods of social change, particularly when the change is experienced by youth and/or gender, people seek out Social Tools to both reclaim Social Space and demonstrate social Arrival.Arrival behavior is common in emerging markets and minorities in developed markets. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001ﬂickr: Andrew Stawarz 10

#10 Attention Economy In communicating with youth, attention is your biggest cost. In the modern Attention Economy, you cannot buy youth attention anymore, you need to earn it. No more “big idea”.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: Andrew Stawarz 11

#11Authority GradientThe Authority Gradient is the distancebetween decision makers and insight.Companies that rely on design andCreative Agencies, rather thanImmersion research, for their mainsource of insight have steep AuthorityGradients that expose them to error.Steep Authority Gradients arecommon in Anti-Social Business. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 12

#12 Beachheads Build your fans a home: community, project or cause. House the Dialogue and allow them to create their own Context. Connect them with each other and step back.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 13

ﬂickr: elizabeth hudy #13BelongingOne of the 2 Key Drivers of Youth Behavior. Youth want tobelong to something - peer group, subculture, movement orteam. Belonging is most prominent in younger segments - teensand into early student life - before fading in young adulthood. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 14

#14 The End of Big Idea The traditional method of marketing and design thinking. A Creative Agency pitches the Big Idea to the brand as a story to create new Context for the product. Big Ideas are centralized, requiring extensive investment of resources. Big Idea marketing leads to Anti-Social Business. Loudspeaker marketing overrides the customer’s own narrative and alienates key influencers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001ﬂickr: Andrew Stawarz 15

ﬂickr: dene miles #15Bottom-Up ModelThe direction of CustomerExperience - Customer Service,Pr o d u c t D e v e l o p m e n t a n dMarketing. In the Bottom-Upmodel, experience begins at thegrass-roots, with the customer andtreats youth as partners ratherthan Destinations. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 16

#16 Brand Ambassador Brand Ambassadors were conceived by creative agencies in an attempt to reach out to young people and generate earned media for brands. A Brand Ambassador program focuses on paying young people to talk distribute freebies to friends. Most brand ambassadors tend to be college students who join the program to add to their resume. Brands need a Fan Engagement program where they identify and engage fans who love the brand.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: austinanomic 17

#17Brand DemocracyAre you using new media to findnew way to tell your brand story orare you using it to help customerstell theirs? When youth look atyour marketing the questionthey’re asking is “where am I inthis story?” Brand democracymeans empowering youth to telltheir story. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 18

#18 Brand Heatmap Visual dashboard of the mobileYouth SMART index used for predictive planning. The Brand Heatmap shows where mobile brands have their strongest pockets of influence within the youth market.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: candida performa 19

ﬂickr: chicagolau #19Brand ManagementOld school marketing popular in theAge of Differentiation. Telling thebrand story in a big way using the BigIdea. Using new media to expand thebrand’s reach and awareness ratherthan empowering youth with BrandDemocracy. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 20

#20 Cashless Innovators One of the 3 Key Change Agents in the mobileYouth Economy. Mostly college/university age students. Cashless Innovators form niche social groups with a knowledge barrier to entry. Cashless Innovators are major contributors to the mobileYouth Economy in product development - SMS, Facebook, MP3s - and are key targets for Social Business partnerships. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001ﬂickr: aramolara 21

#21Churnn the mobileYouth Economy, Retention isthe new acquisition. Churn is the motherof all costs. Companies with low loyaltyrates (often Anti-Social Businesses) willhave the lowest operating margins, thelowest Influence and the lowest usagelevels for new product launches. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 22

#22 Co-Creation If youth aren’t part of the process you might as well throw your marketing budget down the drain. The further upstream you can involve youth in your product development and marketing process the more effective it becomes.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: comeeyecontact 23

#23Cognitive SurplusFrom Clay Shirky. In the digital era, people now have theability to contribute meaningfully to projects, products andmarketing. This means we operate a Cognitive Surplus ofideas, influence and innovation that can be harnessed bySocial Businesses that harness Partnership with customers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: Andrew Stawarz 24

#24 Content The physical and logical element of a product, company message and brand. Without Context, Content has no meaning. In the Age of Discovery, where meaning is created by customers, Content such as design, advertising and product features is less important than the ability of this Content to help the customer tell their own story.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 25

#25ContextYouth don’t buy stuff, they buywhat stuff does for them. The“what stuff does for them” isContext - the social benefit of aSocial Tool (the product, its storyand usage behaviors). Value is afunction of the Social Currency aSocial Tool creates. In the Age ofDifferentiation, Creative Agenciescreated Context (the Big Idea). Inthe Age of Discovery, the keystorytellers in the mobileYouthEconomy are the Change Agents. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: adactio 26

#26 Contextual Deficit In the mobileYouth Economy, Context is in short supply. We have an excess of Content and a reliance on the Big Idea to fashion the Content into meaning but little meaningful Context. Social Businesses that allow customers to tell their own story with the product aim to rebalance the Deficit and create a Contextual Surplus.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: alvazer 27

#27Co-OptionWhen youth take ownership of the product andbrand’s narrative. In emerging markets we seeCo-Option in the way Disruptive Divas adoptSocial Tools like the Blackberry (their dad’sphone) and turn it into a symbol of Arrival.Other examples include Cashless Innovatorsrediscovering Refurbished Tech (e.g. fixie bikes,analogue cameras etc) Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 ﬂickr: Ferrari caballos fuerza cerebro Humano 28

#28 Creative Agencies Traditionally the font of Big Ideas. Being geared towards the Age of Differentiation, Creative Agencies struggle with the Age of Discovery. Typically, they are hobbled by Cultural Pushback. Many agencies employ “social” tactics but remain attached to the Loudspeaker mindset, driving clients to waste money on campaigns that win the agency awards as opposed to the client customers.Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 29

#29CRMA strategic tool favored by Anti-Social Business tointeract with customers. CRM seeks to isolatecustomer relationships on a One-to-One model ofinteraction where what youth really want is the Many-to-Many connections afforded by Social Business. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 30

ﬂickr: beretclaire #30 Cultural Hacking Young people finding solutions to real life problems by using products and technology (Social Tools) in a different way. Also known as Positive Deviance. Cultural Hacking drives Bottom- Up innovation, providing proven and tested product development in the real world. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 31

THE MOBILEYOUTH 2013 REPORT Want more trends? MOBILEYOUTH youth marketing mobile culture since 2001

THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001

THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001

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mobileYouth Economy: 100 Trends for 2012. Part 1 of 4

by Graham Brown (mobileYouth)

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mobileYouth Economy: 100 Trends for 2012. Part 1 of 4 Presentation Transcript