(mobileYouth) INFLUENCE: understanding the new rules

Influence understanding the new rules 60%$ BlackBerry$ Apple$ 40%$ Samsung$ 20%$sson$ Change&in&share&of& Motorola$ market&proﬁt& 20%$ 40%$ 60%$ 20%$ MOBILEYOUTH ® youth marketing mobile culture since 2001

Influence In the Age of Differentiation, Influence was generated by the Big Ideas of Creative Agencies. In the Age of Discovery, Influence happens when young people tell their stories to friends. The brand becomes a Social Tool in helping them telling that s t o r y. I f t h e b r a n d i s conducive to Storytelling, it ﬂickr: fomu has positive influence generating Earned Media.Discover the new rules of inﬂuence: MOBILEYOUTH ® The mobileYouth Report 2012 youth marketing mobile culture since 2001

65% of all youth bought mobilehandsets based onwhat their friends, not what advertising, said MOBILEYOUTH ® youth marketing mobile culture since 2001

Fans are the most profitable segment Why focus on Fans? Fans Vs Followers Fans constitute 10% of the Share of Customer Share of Proﬁts entire market but contribute 90% of a brand’s profits How Fans contribute to an c e brand profits? ow nor H ig Lower Retention Costs ou his? y t High product launch hit rates Increase in revenue through up-selling Increase in revenue through cross-sellingSource: Weber Shandwick Fans Followers Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

FansYou spent your whole marketing career trying to getcustomers to like you when all along you ignored theinconvenient truth of the Fans who already lovedyou. Fans aren’t just 2 or 3 times more influentialthan your average customer, they can be up to 100times more influential. Focus on your fans, buildthem a Beachhead to house the dialogue. If you don’tknow who your fans are you only have customers. Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

FANS aren’t 2 or 3 times more influential thancustomers but up to 100x more influential MOBILEYOUTH ® youth marketing mobile culture since 2001

Lines of Influence in Youth Culture Influence Marketing Role of Fans in the Product Life Cycle Fans ﬁll the chasm between Early Adopters and Followers. Traditional marketing focused on using ad campaigns to create a social context that would bridge the gap between Early Adopters and Followers. ut In the Age of Discovery, bo social context is created g a rs, by young Fans. They are sin te us op tion. more effective in f influencing purchase OP ly Ad trac NS decisions of Followers ST ar dis e FA because they define Social Currency of the E ea h product and provide y’r on t he us validation for using it. t c Discover the new rules of inﬂuence: Fo The mobileYouth Report 2012 MOBILEYOUTH® youth marketing mobile culture since 2001

The New Dynamics of Marketing cyreplacing Agencies How Fans en are ! 65%In the Age ofDifferentiation, ag thisyouth relied on ive Ageoof Differentiation t d fmass mediacreated by ea un cr o youth purchase ur Mobiles new handsets yo theagencies to based on what Agencies Youth et ike Brandsdiscover products I b ’t l& make purchase Market friends and family recommenddecisions. w on Agencies told the brand story through mass media messages to influence the youth market. Source: NielsenIn the Age ofDiscovery, youngpeople turn torecommendation Age of Discovery 72%of trusted peers Mobile Brands Fans Youth Market youth seek peer recommendationto discover new before theyproducts and switch operators Young fans tell their stories to peer groups usingmake purchasedecisions. brands as social tools to influence the youth market. Source: OFCOM UK Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH youth marketing mobile culture since 2001 ®

BeachheadsBui Build your fans a home: community, project or cause. ld t House the Dialogue and allow them to create their own hem Context. Connect them with each other and step back. kno ... or wh Per ow ish. to b If yo uild ur a the gen m, ﬁ cy d re t oes hem n’t . Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

FANS: 10% of the market 90% of the conversation0% of the agency “Big Idea” MOBILEYOUTH ® youth marketing mobile culture since 2001

90-10 RuleFocus on the 10% (the fans) that influence the 90% (the mass ... rt emarket). In the modern Attention Economy, youth are more sho ativinfluenced by the Earned Media of these vocal influencers. , in Cre So > ns genc ies Fa A Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

Now, here’s theINCONVENIENT TRUTH MOBILEYOUTH ® youth marketing mobile culture since 2001

Influence: module 02/06Loved brands are the most profitableSMART IndexSMART (Simple Mobile Earned Media correlates to Profit ...Advocacy & Recommendation Handset brands that have successfully maintained positive SMART Index ctsTracker) Index measures scores have also seen an increase in their share of market profit as a percentEarned Media for a brand by fa share. In the US, Apple’s share of total market profit has increased by nearlylooking at the likelihood of a hard 50% while its SMART index score among young people hovers at 50%. hebrand being recommended by a styoung person to his or her peer e’ SMART&Index&network. r 60%$ He BlackBerry$ Apple$ 40%$A positive SMART Index means Samsung$the brand has active Fans who 20%$ Sony$Ericsson$ Change&in&share&of&are recommending it to their Motorola$ market&profit&friends. 60%$ 40%$ 20%$ 20%$ 40%$ 60%$ Nokia$ 20%$A negative SMART Indexsignifies that critics of the 40%$brand are more active than its source: mobileYouth 60%$Fans. Discover the new rules of influence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

STOP managing the brand andSTART activating the FANS MOBILEYOUTH ® youth marketing mobile culture since 2001

Fan Mapping m o b i l e Yo u t h ’ s F a n s p o t t i n g methodology for clients. To navigate the new landscape in the Age of Discovery, you’ll need a reliable map. mobileYouth’s MAP (MAP: Measure, A r t i c u l a t e , Pr o f i l e ) u s e s a combination of EMI, Brand Heatmaps and Immersion to generate MAPs for mobile brands. Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001ﬂickr: Andrew Stawarz

ﬂickr: Andrew Stawarz its nt o pe e t Liked vs Loved s s pl ha eo ong cy t p l al en ge If youth like your brand be g o a t al truth ive ing at ry en ent h i ... ou afraid, be very afraid. If re t w en customers like you in the c e ur lif ct nv du co ve dy pro e in dy lo modern Attention Economy, you might as well be Y o le o our th invisible. What counts is wh y ed t al rea being Loved, particularly by ke nor tha li ig ns the Change Agents that count - the Fans. Love u yo he fa generates Earned Media. oft Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

ﬂickr: justinLowerycom Share of Customer vs Share of Market Share of Market = your position now. Share of Customer = your future market position. Traditional Market Research measures market share to determine success and employs Big Idea marketing favored by Creative Agencies to maximize market share. In the Age of Discovery, research and marketing needs to focus on Share of Customer and adopt Earned Media Indexes to predict future trends and measure existing Beachheads. Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

Net Promoter SystemUsed as a standalone, Net Promoter Scorecan become a vanity metric used toreplace customer satisfactionquestionnaires. In Social Business, NPS canbe turned into a system (as withmobileYouth’s SMART index) to identifyFans, Beachheads and lines of influence. Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

Earned Media IndexEarned Media Indexes such as NetPromoter Score or mobileYouth’sSMART Index. Earned Media indexesmeasure how much Earned Media abrand generates - a key indicator ofsuccess in the mobileYouth Economy. Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

SMART Index Simple Mobile Advocacy Recommendation Tracker: mobileYouth’s own Earned Media Index used by mobile brands to identify Beachhead opportunities, profile Fans and develop a visual Brand Heatmap. Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001ﬂickr: leila HADD

ﬂickr: chicagolauBrand Management 9 99 is 1Old school marketing popular in theAge of Differentiation. Telling thebrand story in a big way using the BigIdea. Using new media to expand the . ..brand’s reach and awareness ratherthan empowering youth with BrandDemocracy. Discover the new rules of inﬂuence: The mobileYouth Report 2012 MOBILEYOUTH ® youth marketing mobile culture since 2001

Build a SYSTEMBuild PERMISSION ASSETS House the conversation MOBILEYOUTH ® youth marketing mobile culture since 2001

The Age of Discovery:Start your journey here 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) INFLUENCE: understanding the new rules

by Graham Brown (mobileYouth)

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