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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  • 1. 10 KeyYouth Marketing
    Concepts Explained
    by Graham Brown mobileYouth
    Graham BrownmobileYouth
  • 2. #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
  • 3. #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
  • 4. #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
  • 5. #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
  • 6. #05
    Paid vs Earned Media
    Graham BrownmobileYouth
  • 7. #06
    Brand Management vsBrand Democracy
    Graham BrownmobileYouth
  • 8. #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
  • 9. #08
    Customers vs Fans
    Graham BrownmobileYouth
  • 10. #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
  • 11. #10
    Design vs Social Thinking
    Graham BrownmobileYouth
  • 12. 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
  • 13. These 10 concepts feature in our #Trends 101 seriesHow to download the slides…
    www.MobileYouthReport.com/101
    Graham BrownmobileYouth