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10 Key Youth Marketing Concepts Explained by Graham Brown mobileYouth
 

10 Key Youth Marketing Concepts Explained by Graham Brown mobileYouth

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10 Key Youth Marketing Concepts explained by Graham Brown of mobileYouth

10 Key Youth Marketing Concepts explained by Graham Brown of mobileYouth
Part of a series
http://www.MobileYouthReport.com/101

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    10 Key Youth Marketing Concepts Explained by Graham Brown mobileYouth 10 Key Youth Marketing Concepts Explained by Graham Brown mobileYouth Presentation Transcript

    • 10 KeyYouth Marketing
      Concepts Explained
      by Graham Brown mobileYouth
      Graham BrownmobileYouth
    • #01
      Social Packaging
      Context
      Your Product
      Content
      Think of your product as content and the social packaging as its context Now think of ways to increase the value of the context and reduce the cost of the content
      Graham BrownmobileYouth
      Graham Brown www.allissocial.com
    • #02
      EarlyTeens
      Young Adults
      Late
      Teens
      Students
      Need to belong(Peer group reinforcement)
      Underpinning all youth behavior are
      2 timeless drivers
      Need to be significant(Status)
      Graham BrownmobileYouth
    • #03
      The Social Thinking Pyramid
      Innovation & Influence
      Change
      Cultural Hacking & Youthsourcing
      PositiveDeviance
      Optimization of products and marketing
      Day to day brand interaction
      Value derived from
      products
      Social Currency
      Fundamental
      drivers, mirror
      neurons
      Social Survival
      Graham BrownmobileYouth
    • #04
      The rising cost of youth attention
      Demand 1990
      Demand 2010
      Demand 1970
      Supply of attention
      As demand for youth attention increases (multiple media channels, increasing number of messages) and supply (24hrs a day) remain fixed, the price increases exponentially
      You are Here
      Youth Attention Price 2010
      Youth Attention Price 1990
      Youth Attention Price 1970
      Graham BrownmobileYouth
    • #05
      Paid vs Earned Media
      Graham BrownmobileYouth
    • #06
      Brand Management vsBrand Democracy
      Graham BrownmobileYouth
    • #07
      Why Awareness means nothing
      Sell to the sold
      Beachhead
      The “Sold”Fans who love your product already and want to get involved
      Mass Market
      The “Unsold”Customers and prospects who are aware of and like your product
      Graham BrownmobileYouth
    • #08
      Customers vs Fans
      Graham BrownmobileYouth
    • #09
      TraditionalTop-Down Innovation
      Youthsourcing
      Bottom-Up Innovation
      driven by focus group insights and product development department
      driven by front line insights, usage ethnography and youth dialogue
      Graham BrownmobileYouth
    • #10
      Design vs Social Thinking
      Graham BrownmobileYouth
    • Graham Brown
      mobileYouth
      Since 2001, mobileYouth has been helping companies build bridges with the youth market.Graham is a regular industry commentator on youth media and marketing and has appeared on CNN, CNBC and in the FT, WSJ and Sunday Times
      Graham BrownmobileYouth
    • These 10 concepts feature in our #Trends 101 seriesHow to download the slides…
      www.MobileYouthReport.com/101
      Graham BrownmobileYouth