The Next 10 Years by Graham Brown (mobileYouth)

...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 these were made?

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 tactics using industrial metrics

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-presentation Amsterdam, Athens, Barcelona, Brazil (tbc), Kuala Lumpur, London, New York (tbc), Tokyo, Toronto (tbc), Singapore, South Africa, Switzerland (tbc)

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

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

“ ghosts of a steam train echo down my track”

Dedicated to those writers whose ideas I have shamefully stolen to make this possible * 180360720 by Helge Tenno

Barking Robot by Derek Baird * Big Brand on Campus by Benjamin Leis

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

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