A look into teen smoking and the social nature of customers. Key lessons for marketers and brand managers. Follow up presentation: http://www.slideshare.net/GhaniKunto/silly-social-tools

1. Why do teens
smoke?
(a lesson for marketers)

2. 90% of adults start smoking
before they were 18
flickr:Valentin.Ottone
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3. It’s not caused by
lack of information
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4. Anti-smoking campaigns
have been around forever
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5. Even the Nazis
were against
smoking
(seriously, look it up)
imagesource:wikipedia
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6. imagesource:wikipedia
Even the Nazis
were against
smoking
Smoking is
worse than I am!
#SRSLY
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Study found some
anti-smoking campaigns
actually
DRIVE TEENS TO SMOKE

9. Study found some
anti-smoking campaigns
actually
DRIVE TEENS TO SMOKE
source: PreventDisease.com
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10. Advertising bans have little effect
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11. Teens find ways around
restrictions to sellers
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12. BUT,
US teen smoking has steady
declined to a record low in 2012
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13. How did that happen?
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14. Teen smoking in US has been in decline
flickr: Joe Shlabotnik
since late 1990’s
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15. flickr: Joe Shlabotnik
the same time period
when there was a dramatic rise
in mobile ownership among teens
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16. A World Bank Study shows
mobile ownership leads to 32.6%
decrease in tobacco consumption
source: NCPA.org
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17. source: NCPA.org
Wait, what?
How does that work?
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18. Mobile phones are simply
better social tools
than cigarettes
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19. They’re even better than cars
which is why
teen driving is now at an all time low
Mobile phones are simply
better social tools
than cigarettes
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20. We seek to optimize the social tools
available to us
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21. We seek to optimize the social tools
available to us
We pick ones that best serve
our Fundamental Social Drivers
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22. We seek to optimize the social tools
available to us
We pick ones that best serve
our Fundamental Social Drivers
The Need to belong
&
The need to be significant
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23. Cars, cigarettes, phones
anything can be a social tool
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24. A marker is a commodity
A Sharpie is a social tool
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25. You’re either a Social Tool
or just a commodity
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26. THIS IS NOT ABOUT BRANDING!
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27. Is your product
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28. Is your product
a commodity?
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29. Is your product
a social tool?
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30. You don’t get a say anymore
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31. It’s now all up to your customers
(not your brand manager/agency)
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32. You can be a jerk and get in the way of
customers creating a social tool out of
your product
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33. You can be a jerk and get in the way of
customers creating a social tool out of
your product
or you can get out of the way and
let the magic happen
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34. 2 questions marketers
need to ask:
1. How is my product a social tool for my customers?
2. How can I help my customers tell others about it?
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35. 2 questions marketers
need to ask:
1. How is my product a social tool for my customers?
2. How can I help my customers tell others about it?
Answer these and you’ll be more addictive than cigarettes
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