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

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We’ll look at 10 trends that will  encourage us to look seriously at  the Many‐to‐Many model of  marke7ng and challenge outdated  concepts that dominate the  crea7ve industries.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 the Love  If you want to see us create more  presenta7ons for you like this and  share our ideas then we’d be  delighted to hear from you.  If you’re on Slideshare why not  FAVORITE this presenta7on so  other people like you can ﬁnd out  about it?  You can also share your ideas and  feedback in the comments box –  we’d love to know what you think. 

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

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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)

by Graham Brown (mobileYouth) on Jan 13, 2011

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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) — Presentation Transcript