...the Next 10 years by Graham Brown mobileYouth.org
06/02/09 The most  powerful  man  in the world  is a  black  man
06/02/09 The most successful  hip hop  artist is  white
06/02/09 The  richest  golfer is black
06/02/09 The president of Iceland is a Lesbian
06/02/09 The world’s most successful Olympian hits the bong
06/02/09 ...now do you believe we’re  in the 21st century or not?
06/02/09 change This  is  an  era  of
06/02/09 So much of what didn’t work has  changed
06/02/09 changed
06/02/09 Levi’s has been
06/02/09 2040   China: world’s biggest economy
06/02/09 no more...
06/02/09 There are  more   middle  class consumers   in  India   than   there  are  people in  the   US
There are  more   young people owning  mobiles  than there are people of all ages on the internet
06/02/09 we’ve  only just  star te d
06/02/09 Yet...
06/02/09 We are still  stuck  in the 20 th  Century
06/02/09 We still punish students for sharing in the exam hall
06/02/09 How many  managers  could survive  today without  cooperating ?
06/02/09 We reward  all round  performance at school
06/02/09 When was the last time you looked  for an accountant who was  also  a good cook?
06/02/09 The school bell starts the day
06/02/09 just like the factory
06/02/09 The DNA of the  Industrial Era  still dominates education
06/02/09 And the DNA of the Industrial Era still  dominates marketing
06/02/09 They still think Pepsi is the choice of today’s generation
06/02/09 They still think they own the brand
06/02/09 They still think that customers wake up thinking about that brand
06/02/09 they’re talking  social media engagement  mobile web2.0  etc etc  but  they’re  still  walking  the industrial walk
06/02/09 Interrupting
06/02/09 marketing  to
06/02/09 counting the 6% success rate not the 94% failure rate
06/02/09 handing marketing  over to the marketing department
06/02/09 campaigning  for awareness
06/02/09 ...market share
06/02/09 talking ‘bout  Value Chains
06/02/09 ...“End Users”
06/02/09 ...and believing that marketing’s role is to support the organization
06/02/09 this  is  a pipeline leading nowhere
06/02/09 they’ve stopped listening to us and started listening to each other
06/02/09 stopped trusting our words
06/02/09 found new ways to turn us off
06/02/09 but it hasn’t put the most resilient of diehards off
06/02/09 they’ve started invading  every available  piece of real estate to  grab your attention your  message  here
06/02/09 they’ve funked up to get down with youth
06/02/09 taking over your events
06/02/09 ...and they’ve started “listening”
06/02/09 and talking about how “customer centric” they are
06/02/09 and they’re plotting  their next  viral video
06/02/09 but what they don’t know is
06/02/09 it’s all a waste
06/02/09 because once customers have forgotten about that video, they have to start all over  again
06/02/09 which is great for the agencies
06/02/09 as long as their DNA is by nature  industrial ,  they’ll continue to Pipeline
06/02/09 be my Facebook friend?
06/02/09 Let’s talk text, it‘s what you kids love
06/02/09 and if you don’t believe me then ask yourself  what exactly  was going on in the mind of the organization when  t...
06/02/09
06/02/09
06/02/09
06/02/09 proof enough they’re not thinking about consumers?
06/02/09 you can call it  social media but as long as you’re a  pipeline  you still rely on flooding the market
06/02/09 We live in a  network  era awash with  industrial  brands served by  industrial  agencies relying on  industrial ...
06/02/09 So... Who’s getting it right?
06/02/09 Platforms
06/02/09 Platforms stopped listening
06/02/09 stopped listening to focus groups
06/02/09 stopped listening  to customers
06/02/09 and started a dialogue
06/02/09 kicked managers out of their  offices  and sent them to events
06/02/09 ..which they didn’t sponsor but created themselves
06/02/09 because we rely on the market research numbers  when we lack the confidence to make the decisions
06/02/09 how can we be confident we’re doing the right thing when we avoid contact with our customers?
06/02/09 Platforms market  with
06/02/09 Platforms understand marketing is  not  a department,  it’s a mindset
06/02/09 Platforms  don’t  campaign  they leave a legacy
06/02/09 Platforms don’t  need CMOs  they have CEOs who are outstanding marketers
06/02/09 Platforms focus on share of customer
06/02/09 Platforms are  the  social fabric  that  connects   customer with  customer
06/02/09 Platforms believe the  organization’s raison d’etre is to support marketing
06/02/09 Platforms serve a  market beachhead  not  the mass market
06/02/09 Platforms sell their values not their brand
Platforms sell  Social Currency not products
06/02/09 Platforms don’t need an “About” page on their website
06/02/09 rather than talking about it, Platforms  do  customer-centricity
06/02/09 Which is all a lot to take in because where do  advertising, campaigns and all that   fit in with platforms?
06/02/09 The same way  exam halls  fit into  the  needs  of  modern education
06/02/09 ...they don’t
06/02/09 because  the world doesn’t need another brand
06/02/09 ... which isn’t  great for  agencies
 
 
 
 
 
 
 
 
Come meet mobileYouth® on our world tour 2009 http://www.slideshare.net/mobileyouth/mobileyouth-speaking-schedule-2009-pre...
The Youth Marketing Workout 2009 New webinar to share ideas on youth marketing and trends http://www.slideshare.net/mobile...
Add GB on Twitter  grahamdbrown Add GB on Facebook  www.facebook.com/profile.php?id=569029896 Download more presentations ...
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(Graham Brown mobileYouth) The Next 10 Years

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The Next 10 Years of Marketing. Industrial Pipelines vs Network Platforms. How will brands survive and customers cope? Graham Brown of mobileYouth.org tells the story.

FREE YOUTH TRENDS REPORTS
http://www.youthtrendsreport.com

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(Graham Brown mobileYouth) The Next 10 Years

  1. 1. ...the Next 10 years by Graham Brown mobileYouth.org
  2. 2. 06/02/09 The most powerful man in the world is a black man
  3. 3. 06/02/09 The most successful hip hop artist is white
  4. 4. 06/02/09 The richest golfer is black
  5. 5. 06/02/09 The president of Iceland is a Lesbian
  6. 6. 06/02/09 The world’s most successful Olympian hits the bong
  7. 7. 06/02/09 ...now do you believe we’re in the 21st century or not?
  8. 8. 06/02/09 change This is an era of
  9. 9. 06/02/09 So much of what didn’t work has changed
  10. 10. 06/02/09 changed
  11. 11. 06/02/09 Levi’s has been
  12. 12. 06/02/09 2040 China: world’s biggest economy
  13. 13. 06/02/09 no more...
  14. 14. 06/02/09 There are more middle class consumers in India than there are people in the US
  15. 15. There are more young people owning mobiles than there are people of all ages on the internet
  16. 16. 06/02/09 we’ve only just star te d
  17. 17. 06/02/09 Yet...
  18. 18. 06/02/09 We are still stuck in the 20 th Century
  19. 19. 06/02/09 We still punish students for sharing in the exam hall
  20. 20. 06/02/09 How many managers could survive today without cooperating ?
  21. 21. 06/02/09 We reward all round performance at school
  22. 22. 06/02/09 When was the last time you looked for an accountant who was also a good cook?
  23. 23. 06/02/09 The school bell starts the day
  24. 24. 06/02/09 just like the factory
  25. 25. 06/02/09 The DNA of the Industrial Era still dominates education
  26. 26. 06/02/09 And the DNA of the Industrial Era still dominates marketing
  27. 27. 06/02/09 They still think Pepsi is the choice of today’s generation
  28. 28. 06/02/09 They still think they own the brand
  29. 29. 06/02/09 They still think that customers wake up thinking about that brand
  30. 30. 06/02/09 they’re talking social media engagement mobile web2.0 etc etc but they’re still walking the industrial walk
  31. 31. 06/02/09 Interrupting
  32. 32. 06/02/09 marketing to
  33. 33. 06/02/09 counting the 6% success rate not the 94% failure rate
  34. 34. 06/02/09 handing marketing over to the marketing department
  35. 35. 06/02/09 campaigning for awareness
  36. 36. 06/02/09 ...market share
  37. 37. 06/02/09 talking ‘bout Value Chains
  38. 38. 06/02/09 ...“End Users”
  39. 39. 06/02/09 ...and believing that marketing’s role is to support the organization
  40. 40. 06/02/09 this is a pipeline leading nowhere
  41. 41. 06/02/09 they’ve stopped listening to us and started listening to each other
  42. 42. 06/02/09 stopped trusting our words
  43. 43. 06/02/09 found new ways to turn us off
  44. 44. 06/02/09 but it hasn’t put the most resilient of diehards off
  45. 45. 06/02/09 they’ve started invading every available piece of real estate to grab your attention your message here
  46. 46. 06/02/09 they’ve funked up to get down with youth
  47. 47. 06/02/09 taking over your events
  48. 48. 06/02/09 ...and they’ve started “listening”
  49. 49. 06/02/09 and talking about how “customer centric” they are
  50. 50. 06/02/09 and they’re plotting their next viral video
  51. 51. 06/02/09 but what they don’t know is
  52. 52. 06/02/09 it’s all a waste
  53. 53. 06/02/09 because once customers have forgotten about that video, they have to start all over again
  54. 54. 06/02/09 which is great for the agencies
  55. 55. 06/02/09 as long as their DNA is by nature industrial , they’ll continue to Pipeline
  56. 56. 06/02/09 be my Facebook friend?
  57. 57. 06/02/09 Let’s talk text, it‘s what you kids love
  58. 58. 06/02/09 and if you don’t believe me then ask yourself what exactly was going on in the mind of the organization when these were made?
  59. 59. 06/02/09
  60. 60. 06/02/09
  61. 61. 06/02/09
  62. 62. 06/02/09 proof enough they’re not thinking about consumers?
  63. 63. 06/02/09 you can call it social media but as long as you’re a pipeline you still rely on flooding the market
  64. 64. 06/02/09 We live in a network era awash with industrial brands served by industrial agencies relying on industrial tactics using industrial metrics
  65. 65. 06/02/09 So... Who’s getting it right?
  66. 66. 06/02/09 Platforms
  67. 67. 06/02/09 Platforms stopped listening
  68. 68. 06/02/09 stopped listening to focus groups
  69. 69. 06/02/09 stopped listening to customers
  70. 70. 06/02/09 and started a dialogue
  71. 71. 06/02/09 kicked managers out of their offices and sent them to events
  72. 72. 06/02/09 ..which they didn’t sponsor but created themselves
  73. 73. 06/02/09 because we rely on the market research numbers when we lack the confidence to make the decisions
  74. 74. 06/02/09 how can we be confident we’re doing the right thing when we avoid contact with our customers?
  75. 75. 06/02/09 Platforms market with
  76. 76. 06/02/09 Platforms understand marketing is not a department, it’s a mindset
  77. 77. 06/02/09 Platforms don’t campaign they leave a legacy
  78. 78. 06/02/09 Platforms don’t need CMOs they have CEOs who are outstanding marketers
  79. 79. 06/02/09 Platforms focus on share of customer
  80. 80. 06/02/09 Platforms are the social fabric that connects customer with customer
  81. 81. 06/02/09 Platforms believe the organization’s raison d’etre is to support marketing
  82. 82. 06/02/09 Platforms serve a market beachhead not the mass market
  83. 83. 06/02/09 Platforms sell their values not their brand
  84. 84. Platforms sell Social Currency not products
  85. 85. 06/02/09 Platforms don’t need an “About” page on their website
  86. 86. 06/02/09 rather than talking about it, Platforms do customer-centricity
  87. 87. 06/02/09 Which is all a lot to take in because where do advertising, campaigns and all that fit in with platforms?
  88. 88. 06/02/09 The same way exam halls fit into the needs of modern education
  89. 89. 06/02/09 ...they don’t
  90. 90. 06/02/09 because the world doesn’t need another brand
  91. 91. 06/02/09 ... which isn’t great for agencies
  92. 100. Come meet mobileYouth® on our world tour 2009 http://www.slideshare.net/mobileyouth/mobileyouth-speaking-schedule-2009-presentation Amsterdam, Athens, Barcelona, Brazil (tbc), Kuala Lumpur, London, New York (tbc), Tokyo, Toronto (tbc), Singapore, South Africa, Switzerland (tbc)
  93. 101. The Youth Marketing Workout 2009 New webinar to share ideas on youth marketing and trends http://www.slideshare.net/mobileyouth/youth-marketing-trends-workout-webinar-1-presentation
  94. 102. Add GB on Twitter grahamdbrown Add GB on Facebook www.facebook.com/profile.php?id=569029896 Download more presentations @ www.mobileYouthnet.com Follow the blog @ www.mobileYouth.org
  95. 103. “ ghosts of a steam train echo down my track”
  96. 104. <ul><li>Dedicated to those writers whose ideas I have shamefully stolen to make this possible * 180360720 by Helge Tenno </li></ul><ul><li>Barking Robot by Derek Baird * Big Brand on Campus by Benjamin Leis </li></ul><ul><li>Blog & Buzz Marketing by Emmanuel Vivier * Canadian Univ Marketing by Morgan Coudray * China Youth Watch by China Youthology * Crack Unit by Iain Tait * Gen Y Marketing by Greg Rollett * Hard Knox Life by Dave Knox * How to Break Anything by Kyle Studstill * Mediasnackers by DK </li></ul><ul><li>Mike Arauz * Millenial Marketing by Carol Phillips * Reach Students by Luke Mitchell * Ruby Pseudo Wants a Word by Ruby Pseudo * Servant of Chaos by Gavin Heaton * Shaping Youth by Amy Jussel * TeenLab at Alcatel Lucent by Jennifer Carole * The Marketing Student by David Fallarme </li></ul><ul><li>This is Herd by Dirk Singer * Three Billion by Paul MacGregor * Tyler Reed Seth Godin Harry Beckwith </li></ul><ul><li>Graham Brown </li></ul>

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