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(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in the Youth Mobile Age 2011)
 

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(Part 4) Youth Mobile Age 2011 - 50 trends shaping the next decade

(Part 4) Youth Mobile Age 2011 - 50 trends shaping the next decade
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    (Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in the Youth Mobile Age 2011) (Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in the Youth Mobile Age 2011) Presentation Transcript

    • PART
4/5
 THE
 YOUTH
 MOBILE
 AGE

    • A
quick
overview…
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • But
first,
a
few
quesDons
that
have
got
 me
thinking…
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • What
drives
us?

    • What
is
our
social
nature?

    • What
defines
our
personal
story?

    • …and
where
does
markeDng
fit
in?

    • One‐to‐One
 vs
 Many‐to‐Many
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • One
of
the
most
feared
and
 Flickr
decade_null
 commonly
meted
punishments
in
our
 society
is
the
isola7on
and
 segrega7on
of
offenders.

 Both
Amnesty
Interna7onal
and
 Human
Rights
Watch
have
 condemned
“solitary
confinement”
as
 inhumane
and
tantamount
to
 psychological
torture.


 Isola7on
and
Segrega7on
may
sound
 barbaric
but
they
have
become
the
 misguided
endgames
of
digital
 marke7ng.



    • Nobody
wants
to
be
alone…

 For
many
young
people,
being
 ostracized
from
the
group
is
a
 fate
worse
than
death
itself.
 We
are
driven
by
a
social
survival
 mechanism
that
compels
us
to
 connect
–
from
inves7ng
20
 billion
hours
in
Facebook
every
 year
to
discovering
SMS
–
we
are
 constantly
searching
for
ways
to
 belong
and
be
significant.

 We
fear
the
“one”

 and
crave
the
“many”

 –
this
is
our
human
nature

    • What’s
Inside?
 Welcome
to
part
4
of
the
5
part
 series
The
Youth
Mobile
Age.

 In
this
presenta7on
we
share

 10
key
trends
on
how
marke7ng
is
 shiPing
from
a
One‐to‐One
model
 to
one
based
on
Many‐to‐Many.
 We’ll
look
at
10
trends
that
will
 encourage
us
to
look
seriously
at
 the
Many‐to‐Many
model
of
 marke7ng
and
challenge
outdated
 concepts
that
dominate
the
 crea7ve
industries.

    • 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
paUerns,
 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
liUle
help
from
some
industry
friends.

 We
share
with
you
ideas
that
will
shape
the
next
 decade.

    • 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
 BreU
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
VoUeri
–
Valeroj

    • Trend
#31
 Why
Many‐to‐Many
Maers
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • The
whole
premise
of
“one‐to‐one”
marke7ng
is
contrary
to
 our
basic
human
nature.
We
need
to
move
on
from
this
era
 and
its
ugly
children
–
CRM,
customer
ques7onnaires
and
 focus
groups

    • In
the
Era
of
Many‐to‐Many,
the
rules
have
changed

    • One
to
Many
 One
to
One
 Many
to
Many
 Circa
 1950‐1990
 1990‐2010
 2011
onwards
 How
to
build
 Assign
media
budget
 Op7mize
media
spend
 Create
plamorms
that
 your
brand?
 to
agencies
to
buy
 through
segmenta7on
 help
customers
connect
 media
space.
 and
targe7ng
 with
each
other
 Develop
“Big
Idea”
 How
to
 Focus
Groups
 Listening.
CRM.
 Company
is
part
of
 interact
with
 Surveys.
 community.
Dialogue
 customer?
 Ques7onnaires.

 What
defines
 Brand
planning.
 Brand
planning.
 Customers
are
the
brand
 brand?
 Agency
“Big
Idea”
 Agency
“Big
Idea”
 What
is
the
 Create
clever
or
 Profile
customers.
 Set
the
tone.
Lead
the
 company’s
 funny
content
to
get
 Develop
targeted
 community.
Step
back
 role?
 people
talking
 messaging
based
on
 and
let
customers
get
on
 profile
match
 with
it
 Who
were
 Pepsi,
Levi’s,
Sony
 Amazon,
Nokia,
O2
 Ford,
Jet
Blue,
Monster,
 the
winners?
 Threadless,
Safaricom

    • Nobody
wants
to
be
alone.
Nobody
wants
a
brand
to
“listen”
to
them.
 They
want
to
be
part
of
the
many
and
they
want
to
talk
to
each
other
 not
some
ad
agency.
The
one‐to‐many
era
is
dead.
Now
we
need
to
 think
about
what
works
in
the
era
of
many‐to‐many

    • Trend
#32
 Liked
vs
Loved
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • If
your
 customers
 like
you,

 be
afraid…

 be
very
 afraid

    • You
spent
your
whole
marke7ng
career
 trying
to
get
customers
to
like
you
when
all
 along
you
ignored
the
inconvenient
truth
of
 the
fans
who
already
loved
you

    • Nokia
consistently
polls
among
youth
as
the
most
trusted
brand
 whereas
Apple
is
the
most
recommended.

 Nokia
has
32%
market
share
and
4%
of
the
industry
profits.

 Apple
has
4%
market
share
and
52%
of
its
profits.

 Which
metric
are
you
tracking?

    • With
so
much
choice,
why
sele
for
the
thousands
of
brands
 we
could
“like”
when
there
is
one
that
we
could
love?

    • Great
brands
 are
passionate
about
 share
of
customer
 not
share
of

 market

    • Love
and
Compassion
are
the
root
of
connecDon
 Sell
people
with
a
funny
or
clever
ad
campaign
and
they
will
like
you
 Connect
them
with
their
friends
and
they
will
love
you

    • Untargeted
adverDsing,
be
it
“digital”
or
“tradiDonal”
can
 alienate
fans
because
it
treats
everyone
the
same

    • Trend
#33
 RetenDon
is
the
New
AcquisiDon
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • When
we
talk
about
 “consumers”
we
talk
about
 objects
that
can
be
grouped,
 segmented
and
manipulated.
 We
see
aUen7on
that
can
be
 bought
and
campaigns
that
 yield
results
within
90
days.
 When
we
talk
about
“people”
 we
see
rela7onships
that
are
 built
on
mutual
trust,
interest
 and
benefit.
In
the
real
world,
 friendships
take
7me.
We’re
in
 it
for
the
long
term
and
need
 to
adjust
our
marke7ng
 accordingly.


    • In
the
Era
of
Many‐to‐Many
 RetenDon
is
the
new
AcquisiDon

    • Delight
me
and
I’ll
tell
8.3
of
my
friends
 SaDsfy
me
and
I’ll
leave
you…

    • Trend
#34
 Loyalty
is
a
Social
Process

 not
a
Programme
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • Loyalty
is
a
social
process
not
an
event
or
programme
or
Youth
are
 constantly
talking
to
each
other
about
your
compe7tors.

 You
can’t
stop
them
thinking
about
leaving

 but
you
can
be
there
when
they
do.

    • “Cheap”
isn’t
a
youth
 marke7ng
strategy.
Sure,
 youth
are
price
sensi7ve
 but
it’s
not
why
they
buy.
 
Undercudng
rivals
with
 the
cheapest
offers
simply
 aUracts
“easy
come
easy
 go”
customers
who
seek
 out
the
latest
offers
for
 their
secondary
handsets.
 Stabilizing
the
customer
 base
means
developing
 an
understanding
of
why
 they
are
buying


    • Trend
#35
 Churn
is
the
Mother
of
All
Costs
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • You’ll
find
everything
becomes
slower,
more
expensive
and
 less
effecDve
when
your
churn
rates
increase.
Reduce
churn
 rates
and
you’ll
significantly
improve
ROI
across
the
board

    • Trend
#36
 Customer
Service
isn’t
a
Department
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • Great
brands
aren’t
the
product
of
great
 ideas
but
great
people.

 People
who
care.

 People
passionate
about

 customers
not
strategies.

 People
who
don’t

 see
customer
service

 as
a
cost
center

 but
their

 best

 markeDng

 strategy

    • We
need
to
lose
the
idea
that
“customer
service”
is
somehow
 a
dirty
word.
Customer
Service
is
why
we’re
in
business
and
 companies
that
are
devoted
to
service
at
all
levels
–
not
just
 the
call
center
‐
are
those
that
will
win
out
long
term

    • In
10
years
:me,
people
won’t
 believe
that
Zappos
started
out
 selling
shoes.

 That’s
because,
at
heart,
we’re
a
 service
company
first.

 Our
loyalty
lies

 with
the
customer

 not
the
product.
 Tony
Hsieh
‐
Zappos

    • We
need
to
start
trea7ng
 marke7ng
as
we
would
 our
human
relaDonships;
 we
don’t
befriend
people
 then
move
on
to
the
next
 person.

 Long
term
happiness
 comes
from
deepening
 these
relaDonships
and
 gejng
to
know
people
 beUer.

 Marke7ng
should
begin
 not
end
at
point
of
sale.

    • Trend
#37
 Permission
Assets
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • Without
excep7on,
long
term
wealth
is
created
through
investment.
 We
buy
assets
that
appreciate
in
value.
When
agencies
talk
of
 “adverDsing
ROI”
it’s
a
myth;
talk
to
an
investor
about
an
asset
that
 loses
all
value
in
6
months
and
they’d
laugh
in
your
face.
“Return
on
 Spending”
yes
but
not
investment.
Investment
means
building
 Permission
Assets
–
projects,
communiDes
and
events
that
outlast
 campaigns
and
con7nue
to
work
for
you
even
while
your
team
sleeps

    • Sponsorship
and
Endorsement
look
good
but
it’s
too
easy.
It
grabs
your
 aenDon
but
sustainability
requires
crea7ng
a
Permission
Asset
and
a
 beUer
understanding
of
what
drives
people.
Rather
than
Sponsor,
 Create.
Don’t
buy
Lady
Gaga
or
Becks,
promote
the
stars
of
tomorrow

    • Build
 an
 army
 of
 fans

    • We
tend
to
view
youth
as
a
“connected
generaDon”
or
the
“digital
 naDves”
“addicted
to
technology”
who
spend
their
lives
online.
This
is
a
 myth
perpetuated
by
technologists;
they’re
online
less
and
interac7ng
 offline
more
than
us.
We
need
to
be
where
it
counts
–
in
the
real
world
 and
face
to
face.
We
need
to
first
be
on
campuses,
in
malls
and
in
the
 street
and,
only
then,
online
supported
by
a
Permission
Asset.

    • Every
fan
has
a
passion
 The
worst
place
to
find
it
is
in
a
Focus
Group
 Build
a
dialogue

    • Young
people
aren’t
loyal
to
brands.
You
 don’t
have
young
people
saying
‘I
love
 Maxis’
or
‘I
love
Nokia’.

 That
happens
only
in
the
minds
of
brand
 managers.

 Young
people
are
loyal
to
what
these
 brands
do.
You
find
a
strong
affilia8on
 to
the
projects
these
brands
create.
 Bernard
Hor
–
Summer
Sands
Malaysia


    • Don’t
sponsor…
 Create

    • There
is
no
loyalty
to
brands,
there
is
only
loyalty
to
the
social
 currency
that
you
offer.
Customers
are
always
asking

 “which
gives
me
the
most
social
currency
bang
for
my
buck?”

    • Create
 something
 Fall
in
love

    • We
don’t
love
your
brand.
We
love
the
community,
the
 project
and
the
events
you
create
for
us.
As
soon
as
you
stop
 doing
that
or
someone
else
does
it
beer
we’ll
move
on

    • Don’t
fall
in
love
with
your
product,
fall
in
love
with
 what
your
product
does
for
people

    • Build
your
fans
a
home

    • Create
tools
that
connect
not
campaigns
that
isolate

    • Trend
#38
 Social
Movements
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • Create
a
movement
to
outlast
the
ad
campaign

    • RockCorps
successfully
engaged
influen7al
youth
through
a
series
of
 meaningful
social
projects
rather
than
campaigns.
Each
project
was
 itself
a
social
event
that
aUracted
socially
ac7ve
youth.


    • Trend
#39
 Beachheads
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • In
the
Era
of
Many‐to‐Many
there
is
only
1
markeDng
rule:
 Delight
your
fans…the
rest
is
mere
detail

    • Focus
more
on
the
10%
and
less
on
the
90%.
The
90%
don’t
 pay
aenDon
to
you
anyway.
They’re
watching
the
10%

    • Build
Beachheads.
Give
your
Fans
something
to
care
about…

    • The
extreme
 influences
 the

 core

    • Trend
#40
 Fanspodng
 DOWNLOAD ALL FIVE PARTS OF THIS REPORT WWW.YOUTHMOBILEAGE.COM
    • Embrace
 To

 Engage

    • Selling
to
people
who
actually
want
 to
hear
from
you
is
more
effec:ve

 than
interrup:ng
strangers
who
 don’t

 Seth
Godin

    • Fans
need
you
 as
much
as
you
 need
them…

    • Fans
need
 the
direcDon
 your
brand
 can
provide
 How
are
you
 leading
 them?

    • The
difference
between
Ipod
and
Zune
is
fans

    • We
didn’t
 have
 customers,
 we
had
fans
 Vipe
Desai
 (ex
head
of
ac7on
 sports
Monster
 Energy)

    • Inside
every
customer
is
a
fan
waiDng
to
get
out

    • Not
all
fans
look
like
this..But
all
 fans
share
the
same

 social
needs

    • Fans
are
easily
 recognized
by
 their
peers
but
 onen
ignored
by

 brands

    • Every
brand
has
fans,
it’s
just
their
voice
is
drowned
out
by
 the
relentless
monologue
–
the
Loudspeaker
–
the
brand
 story
and
your
agency’s
latest
ad
campaign

    • If
you
don’t
know
who
your
fans
are…

 you
just
have
customers

    • 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
pos7ng
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

    • Share
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