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Friday Factory #5: Influence and the Role of Beachheads in mobile youth marketing
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Friday Factory #5: Influence and the Role of Beachheads in mobile youth marketing

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How do young mobile owners influence other young people to purchase a particular brand of handset? What is the social profile of these influencers? Can these influencers be segmented? What are these ...

How do young mobile owners influence other young people to purchase a particular brand of handset? What is the social profile of these influencers? Can these influencers be segmented? What are these segments and what are the behavioral drivers for each segment? How can they make marketing more targeted and effective for mobile handset brands?

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Friday Factory #5: Influence and the Role of Beachheads in mobile youth marketing Friday Factory #5: Influence and the Role of Beachheads in mobile youth marketing Presentation Transcript

  • mobileYouth idea factory
    Influence & the role of Beachheads
  • O = Optimization
    generation O
    FLICKR: MISBEHAVE
  • Understanding Generation O
    Identity
    They are social beings
    Who are they?
  • Understanding Generation O
    Influence
    Social Currency
    Belonging & Significance
    What do they want?
    Identity
    They are social beings
    Who are they?
  • Understanding Generation O
    Innovation
    How do we give it to them?
    Co-creation
    Influence
    Social Currency
    Belonging & Significance
    What do they want?
    Identity
    They are social beings
    Who are they?
  • optimization begins with select few
    and spreads to the masses
    FLICKR: MISBEHAVE
  • optimization begins with select few
    and spreads to the masses
    the select few are called “beachheads”
    FLICKR: MISBEHAVE
  • most vocal, most connected
    FLICKR: CHICAGOLAU
  • most vocal, most connected
    greatest need for the tools
    FLICKR: CHICAGOLAU
  • most vocal, most connected
    greatest need for the tools
    leaders within their social networks
    FLICKR: CHICAGOLAU
  • beachheads are trusted opinion leaders
    FLICKR: SAHRIZVI
  • beachheads are trusted opinion leaders
    they influence the mass market
    FLICKR: SAHRIZVI
  • beachheads are trusted opinion leaders
    they influence the mass market
    marketing needs to nurture brand beachheads
    FLICKR: SAHRIZVI
  • traditional model targets the mass market
    Market
    Brand
    Pushing marketing, advertising, communication
  • new model should target beachheads
    Market
    Beachhead
    Brand
  • new model should target beachheads
    beachheads influence 65% of handset purchase
    Market
    Beachhead
    Brand
    Beachheads amplify the brand message
  • understand the behavioral drivers of beachheads
    FLICKR: FILTRAN
  • 3 beachhead segments
    Disruptive
    Divas
    Cashless
    Innovators
    Teenage
    Pirates
  • 3 beachhead segments
    they all seek social currency
    expression of social currency varies by segment
    Disruptive
    Divas
    Cashless
    Innovators
    Teenage
    Pirates
  • Disruptive Divas: Behavioral Drivers
    Disruptive Divas
    Age: 22-29; Gender: Female; Status: Young professionals
    Newly found emancipation through socio-economic success
  • Disruptive Divas: Behavioral Drivers
    Disruptive Divas
    Age: 22-29; Gender: Female; Status: Young professionals
    Newly found emancipation through socio-economic success
    Recognition of economic worth
    What is social currency for this segment?
    Seeking belonging &
    significance
    What is fundamental driver of social survival?
  • Disruptive Divas: Behavioral Drivers
    Disruptive Divas
    Age: 22-29; Gender: Female; Status: Young professionals
    Newly found emancipation through socio-economic success
    Traditional social badges of establishment that mark arrival and success
    What tools provide social currency?
    Gaining recognition of economic worth
    What is social currency for this segment?
    Seeking belonging &
    significance
    What is fundamental driver of social survival?
  • disruptive divas aspire to own
    symbols of establishment
    FLICKR: SINKDD
  • BlackBerry as a symbol of arrival
    FLICKR: MOOMY
  • Cashless Innovators: Behavioral Drivers
    Cashless Innovators
    Age: 18-25; Gender: Male; Status: College Students &Young Professional
    On a quest to explore alternative establishments
  • Cashless Innovators: Behavioral Drivers
    Cashless Innovators
    Age: 18-25; Gender: Male; Status: College Students &Young Professional
    On a quest to explore alternative establishments
    Discover niche areas with a knowledge barrier
    What is social currency for this segment?
    Seeking belonging &
    significance
    What is fundamental driver of social survival?
  • Cashless Innovators: Behavioral Drivers
    Cashless Innovators
    Age: 18-25; Gender: Male; Status: College Students &Young Professional
    On a quest to explore alternative establishments
    Non-traditional tools that align with interest based communities
    What tools provide social currency?
    Discover niche areas with a knowledge barrier
    What is social currency for this segment?
    Seeking belonging &
    significance
    What is fundamental driver of social survival?
  • Cashless Innovators discover their own space
    FLICKR: YOURDON
  • Cashless Innovators are beachheads for
    android based handsets
    FLICKR: REZAVOODY
  • Teenage Pirates: Behavioral Drivers
    Teenage Pirates
    Age: 13-17; Status: Student
    Limited resources but lots of time to learn new skills
    Tools they can hack and subvert to break down barriers
    What tools provide social currency?
    Seeking mastery, control & recognition
    What is social currency for this segment?
    Seeking belonging &
    significance
    What is fundamental driver of social survival?
  • 3 beachhead segments
    Disruptive
    Divas
    Cashless
    Innovators
    Teenage
    Pirates
    Purchase tools
    Discover tools
    Inherit
    tools
    Access to tools
  • 3 beachhead segments
    Disruptive
    Divas
    Cashless
    Innovators
    Teenage
    Pirates
    Purchase tools
    Discover tools
    Inherit
    tools
    Access to tools
    Material based tools
    Knowledge based tools
    Skills
    based tools
    Social Currency
  • it’s about mastering the skills to
    create options where there seemingly aren’t any
    FLICKR: MUBBLEGUM
  • influence & beachheads
    #1: Focus your marketing on your beachheads
    #2: Beachheads amplify your message and influence the mass market
    #3: Identify & profile your beachheads.
    FLICKR: ASLEEPONASUNBEAM
  • influence & beachheads
    Market
    Beachhead
    Brand
    Beachheads amplify the brand message
    3 beachhead segments
    Teenage
    Pirates
    Cashless
    Innovators
    Disruptive
    Divas
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