Part 3 of Youth Mobile Age: a 5 part series of presentations highlighting key Youth Trends for 2011. To download all 5 parts -> http://www.YouthMobileAge.com

2. What’s Inside?
Welcome to part 3 of the 5 part
series The Youth Mobile Age.
In this presenta4on we share 10
key trends on how young people
are moving from Paid to Earned
Media. We’ll look at influence,
word‐of‐mouth and explode
some of the myths.

3. What is The Youth Mobile Age? Graham Brown
mobileYouth
If you want to know how it’s going to be GrahamDBrown.com
tomorrow, look at how it is today with young
people. World over we see future usage paFerns,
business models and technologies being
explored, adapted and refined by youth. Where
would we be without SMS, BBM, Facebook and
MP3s? Youth discovered them first.
In this 5 part series I’ll share with you those
ideas and insights gained from the frontline
with a liFle help from some industry friends.
We share with you ideas that will shape the next
decade.

4. Muhammad Faisal – Youthlab Indonesia
29 Contributors & Ngaruiya Githegi – Teenwise Media
Thought Leaders Seth Godin ‐ Author
Andrew Grill – Digital strategist
Bernard Hor – Summer Sands Malaysia
In this 5 part series we share quotes Tony Hsieh – Zappos
and ideas from the following youth Marc Kornberger – Student Village
marketers, media and mobile experts: Andrew Mackinnon – Taboo
Kenichi Nakaya – Trimtab
Mikko Ampuja – 1530 Research Jake Nickell ‐ Threadless
Freddie Benjamin – mobileYouth Marlon Parker ‐ RLabs
Graham Brown – mobileYouth Jan Rezab – Candy Tech/Social Bakers
Ian Calvert – Instant Grass BreF St Clair – Google SA
Ged Carroll – Ruder Finn Kaustav Sengupta – Ingene
Samyak Chakrabarty ‐ Concrea Julia Shalet – Digital Youth Project
Joseph Ciprut – Youtholding Kei Shimada – Infinita
Andres Colmenares – WabiSabi Lab Ian Stewart ‐ Converse
Vipe Desai – Monster Energy & IMG Peter Van Stolk – Jones Soda
Trevor Edward ‐ Nike Ian VoFeri – Valeroc

5. Paid vs Earned Media
What MaEers Now?
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6. In 2010, Earned Media
eclipsed Paid Media
More youth owned
smartphones as a result
of word‐of‐mouth
referral than direct
influence from
adverKsing
(source mobileYouth.org)
Will the marke4ng
budgets follow?

7. Paid Media Earned Media
How does it take Media buys; TV, digital, print, What youth say about your brand
place? radio, sponsorship etc. to each other
How can we Through choice of media , We can’t. We can facilitate it and
control it? agency, brand message build Permission Assets to house
the goodwill
What is its Short spike followed by slow Slow burn characterized by long
lifecycle? runoff term ramp up
How can we “Cost per” comparisons, Recommenda4on metrics (NPS,
measure it? awareness, click‐throughs OPS, advocacy)
What tac4cs are Campaigns Permission Assets
used?
Arguments Built on a faulty model of Takes a long 4me to generate
against? aFen4on and trust. Measures results. Requires organiza4on
irrelevant metrics like focused outside the 90 days
“awareness”

8. On 27th June 2010 1730 GMT,
the top worldwide trending
topic on TwiFer was “Wasit
Goblog”. It was the day of the
infamous Germany vs England
World Cup game in South
Africa. In Indonesian, “Wasit
Goblog” means “stupid
referee”. Outside of the UK,
there are more Indonesian EPL
fans than in any other country
including China. Most of them,
it seems, are on TwiFer.

9. Trend #21
The AEenKon Economy
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10. Young people are growing up
today and making conscious
decisions about what they are
going to consume ‐ not just in
terms of actually buying things but
also who they’re going to listen to.
This means they’re making
decisions about what’s important
and what’s not, what’s relevant
and what’s not. Being “good” isn’t
good enough anymore.
Mikko Ampuja
1530 Research

12. You have to ques4on the efficacy
of a model that requires us to
pay aEenKon.
Think about it – pay aEenKon.
Adver4sers expect us to pay to
listen to what they have to say.
That model is broken but it’s
taking 4me for our senses to
catch up with reality because
we’re so immersed in its
infallibility

13. By age 21, we’ll have seen 97,350 of your markeKng
messages

14. In your world, every message and every launch is important.
To them it’s just noise, unless of course it has their face on it.

15. When I know that you care, I’ll care about what you know.

16. Trend #22
The Media Diet
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17. Previous genera4ons would save up money
to buy brands they aspired to own.
Now, we are driven to save 4me by
excluding brands that become irrelevant.
We are overloaded by informa4on and are
exploring ways to simplify the excess.
We make informed choices based on what
our friends recommend so we don’t have to
waste Kme on brand adverKsing.
We want to consume less, enjoy more. We
are on a media diet.

18. Let’s start with the
assumpKon that
they don’t care
about us and we
have no place in
their world or
conversa4ons.
Once we appreciate
this posi4on we
then have to ask
“how do we
become relevant?”

19. “The world doesn’t need another soda”
Peter Van Stolk, founder Jones Soda

20. We are becoming increasingly
selec4ve about the media we
use.
With aEenKon limited in supply
but growing in demand,
its price grows every year.
Now youth aFen4on is so
expensive that adop4ng
untargeted markeKng
(e.g. TV adver4sing)
is highly wasteful
and poten4ally damaging

21. Trend #23
GaKng
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22. 95% of the informa4on our brain receives at any one 4me is simply
“gated” out.
Being worthy of that 5% isn’t about being clever, funny or loud but by
making your story about the one thing they really care about ‐
themselves

23. People
don’t
wake up
thinking
about
your
brands
anymore

24. Trend #24
Trust in Paid Media
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25. Only 34% of 16‐24 yr olds regularly trusted adverKsing

26. Without a specific reason
for the consumer to behave,
without a reward or benefit,
the overwhelmed consumer
will refuse
Seth Godin

27. “Someday you’ll
be a star”?
Guess what?
We no longer get
upset by your
promises because
we’ve stopped
listening

28. The preferred
method of brand
communicaKon
for today’s youth
isn’t Facebook,
TwiEer or
mobile.
It’s face‐to‐face

29. Most creaKve agencies were founded in an era when youth trust and
aEenKon were abundant.
When they enter “new media” they do it through the same premise –
that these can be bought just like they were back in the days of the
“Pepsi GeneraKon”

30. Trend #25
The End of the “Big Idea”
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31. The tradi4onal agency paid
media model panders to
ego rather than customer
value. 12 months aqer
Saatchi won awards for
“Life is for Sharing”,
T‐Mobile UK was forced to
merge with Orange UK to
shore up losses. Crea4ng a
“Big Idea” around sharing is
one thing but actually
helping your customers to
beFer connect with each
other is another

32. The tradiKonal adverKsing industry is built around
the premise that the goal is to win the agency an
award not win the client customers

33. Adver4sing isn’t dead, but
the adverKsing agency
model is...
that is the belief that
paying for some clever or
humorous “big idea”
narra4ve which they
simple “consume” rather
than create is s4ll
meaningful to customers

34. In the Era of
Many‐to‐Many
nobody cares
about your
product launch,
your brand story
or your big idea
Anymore…
Get over it

35. In the Era of Many‐to‐Many
AdverKsing will become a puniKve tax on unremarkable brands

36. In the Era of
Many‐to‐Many
all untargeted adverKsing
is noise

37. When supply is finite in quan4ty price rises
exponen4ally.
Youth aEenKon currently trades like Gold – a
secular bull market that keeps increasing in
value but we have an unhealthy disregard for
its value – buying unmeasured Paid Media is
like digging a random hole in the ground in
the hope you strike it lucky.
Like miners, we need to pan for gold at the
source not downstream. We need to invest
heavily in researching the drivers of
behavior that help us iden4fy the
motherlode

38. Trend #26
From Campaigns to ConversaKons
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39. 60% of youth admit to sleeping with their phones. And
we think we can hijack this rela4onship with a clever ad
campaign?

40. Once the ad campaign has run out…
there will be something else to win their aEenKon and all
that hard work will be lost

41. Trend #27
The Rise of Earned Media
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42. This generaKon hasn’t changed at all.
What has changed is the how they relate
to brands. It’s simple supply and demand.
Now the price of aEenKon is significantly
higher. You can’t buy it anymore

43. In the Era of Many‐to‐Many
…Think small

44. Think about how much our lives are driven by peer recommendaKon
these days; from choosing a bar or restaurant to book, car or even
diapers or vaca4on. We leave nothing to chance.

45. It’s no longer about buying their aEenKon, it’s about earning it

46. Real “media” is the conversaKon that’s happening right now
about your brand in bars, campuses and in malls. 90% of
that media is created by 10% of the market – the Fans

47. Trend #28
Lines of Influence
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48. What customers
say is far more
important than
what comes out of
our marke4ng
departments

49. We tend to view “word of mouth” as
something that everyone does but the reality
is that Earned Media is heavily skewed
towards the “Super‐Influencers”.
These are young people who are up to 100
Kmes more influenKal than average
customers.

50. In the Era of Many‐to‐Many the end goal is creaKng Earned not Paid
Media, Influence not Awareness and Dialogue not Campaigns

51. The most
influenKal
media for
16‐24 yr
olds is
other
16‐24 yr
olds

52. Trend #29
Advocacy
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53. If an agency tells you that there aren’t any successful
metrics to measure advocacy then they are lying. If you
started tracking advocacy you’d soon find that many
crea4ve agency techniques have liEle impact on the
metrics that maEer most… perhaps that’s why they’re
keeping quiet.

54. Being recommended is a far
beFer indicator of future
profits than being liked,
brand awareness or trust.
Changes in your market share
are oqen reflected in earlier
changes in your promoter
score among young people.
Advocacy can be simply
measured by asking “would
you recommend this brand/
product to a friend?”

55. Trend #30
The End of “Social Media”?
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56. We’ve got to stop thinking
about “social media”. It’s either
“social” or it’s not media. Media
exists to fuel conversa4ons,
connec4on and shape opinion.
20 years ago, TV, magazines and
radio were the “buzz” that
Facebook and TwiFer are today.
As long as we see “social media”
as a subset of “media” and
segment the world accordingly
we let the rest off the hook for
not having this quality.

57. What Next?
Here’s a few ideas to keep your momentum
1) If you haven’t done so already download all 5
parts (sent by mail, 1 a week) at
www.YouthMobileAge.com
2) Join us on our 200k mile journey into youth
culture in 2011 www.mobileYouthtour.com
3) Throughout 2011 we’ll be pos4ng interviews with
contributors to this report at www.mobileYouth.tv
4) If you need data, stats and charts for download
head to www.mobileYouthreport.com

58. WHAT ARE YOU WAITING FOR?
DOWNLOAD ALL 5 PARTS OF THIS 200 SLIDE PRESENTATION
WWW.YOUTHMOBILEAGE.COM

59. Download Charts, Data and Stats on
Youth Mobile Culture
http://www.MobileYouthReport.com