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(mobileYouth) How can word of mouth grow mobile subscribers?
 

(mobileYouth) How can word of mouth grow mobile subscribers?

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This briefing addresses the following three questions: ...

This briefing addresses the following three questions:

1. What are the 3 key drivers in today’s youth market?
2. What is the best metric to measure word of mouth?
3. How can you build dialogue between and not with youth?

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    (mobileYouth) How can word of mouth grow mobile subscribers? (mobileYouth) How can word of mouth grow mobile subscribers? Presentation Transcript

    • How can word of mouth grow subscribers? How can Word of Mouth Grow Subscribers? MOBILEYOUTH ® youth marketing mobile culture since 2001 mobileYouth briefing 01flickr (c) sasha {fujin} MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • Youth don’t wake up thinking about flickr lawmurray your brands anymore... get over it MOBILEYOUTH ® youth marketing mobile culture since 2001MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • How will you convince them? flickr LGEPR MOBILEYOUTH ® youth marketing mobile culture since 2001MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • How will they discover your product? flickr mark sebastian MOBILEYOUTH ® youth marketing mobile culture since 2001MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • in store? flickr Media Guru MOBILEYOUTH ® youth marketing mobile culture since 2001 MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • advertising? flickr yoshiju MOBILEYOUTH ® youth marketing mobile culture since 2001 MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • or word of mouth? flickr sophieschieli MOBILEYOUTH ® youth marketing mobile culture since 2001 MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • 65% said they bought their handset based on what their friends said flickr zabara_breakdance MOBILEYOUTH® youth marketing mobile culture since 2001 MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • How can word of mouth grow subscribers? The Age of DiscoveryYouth market success Youth are more likely torequires focus on Earned buy mobile products basedMedia and Discovery. on peer recommendation. Age of Who (or what) influenced you to buy? Age of Differentiation Discovery get the full report and more Peer recommendation Use agency to Help fans discover Customer reviews Focus emphasize USP - key youth marketing, mobile culture and amplify your Expert reviews point of difference content. insights @ Youth Research Store Discounts Advertising Faster/cheaper/bigger www.YouthResearchStore.com Find ways to help Celebrity source: Synovate Competition than what customers connect 0% 30% 60% 90% competitor is doing. better. youth purchase new Insights Shape creative content (e.g. ad Drive marketing rationale (e.g. what jingle, product colors) are key pain points?) 65% Source: Nielsen handsets based on what friends & family recommend MOBILEYOUTH youth marketing mobile culture since 2001 ® MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • 88% said they demo’d their mobile to friends youth mobile discovery is socialflickr lululemon_athletica MOBILEYOUTH® youth marketing mobile culture since 2001 MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • How can word of mouth grow subscribers? Youth Mobile Discovery is SocialEarned Media key factor in Youth discover and act onyouth purchase decision mobile services together -and mobile discovery. in social situations. Where do you use apps? % youth use mobile in following situations Showing friends Discovery Education Action Shopping with a friend Close Friends 78% 42% 79% Online peer-to- At school with friends get the full report peer chatmore 49% and 49% 18% Watching TV at home youth marketing, mobile culture Online 59% 23% 21% influencers Browsing net on PC insights @ Youth Research Store Brand generated 46% 20% 17% www.YouthResearchStore.com source: Pew Global Research, Flurry content When alone Analytics Customer 34% 43% 43% reviews 0% 30% 60% 90% source: Razorfish ® MOBILEYOUTH youth marketing mobile culture since 2001 MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • Brands built on youth loyalty out-grew their competition flickr flydime MOBILEYOUTH® youth marketing mobile culture since 2001MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • How can word of mouth grow subscribers?Recommendation Requires New MetricsApple focused marketing Metrics like NPS or SMARTon increasing NPS identify Beachheads and(net promoter score) Fan hotspots Apple retail revenues and NPS Student SMART Index scores for handsets 16! 80%! SMART scores 14! 70%! 50% Change fromRetail Revenue in $ Billions! 40% Net Promoter Score! 12! 60%! teens to students 10! 50%! 30% 8! 40%! 20% 6! 10% 4! get the 30%! report0% more full 20%! and 2! youth marketing, mobile culture 10%! -10% source mobileYouth (US, Malaysia, South Africa) 0! 0%! -20% insights @ Youth Research Store 2007! 2011! ple y n ia g a Ap err sso Nok un rol kb ric ms oto Retail Revenue in $ Billions! www.YouthResearchStore.com Store NPS! Bla c Son yE Sa M ® MOBILEYOUTH youth marketing mobile culture since 2001 MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org -
    • 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