Fan Spotting - Youth Market


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Fan Spotting - Youth Market

  1. 1. Fan Spotting
  2. 2. Pillars For Youth Brand 2 Contents Communication  Youth Market Communities Contact Network
  3. 3. Today the Youth Market (generation Y) is highly dependent on the on-line concept, that is be “always connected”, by the mobile Network or by the Web to their friends and family. SMS 3 Communication Social Network IM (Chat) Voice email Communities Mobile Web
  4. 4. With the evolution of the features from the mobile devices and the price of acquisition dropping, so we will see all the features of the web into the mobile devices, so data plans will be a “must”, specially to the Youth Market. SMS 4 Communication Social Network IM (Chat) Voice email Communities Mobile Web Posts Share Feedbacks Posts Share Feedbacks
  5. 5. 5 Communities The Young People by nature are divided into groups, that share the same taste, desires and opinions. So they group together in communities (urban tribes) that share expressions, comments, experiences, contents and ideas. They become FANS of products and services that are an refection of their personality or that they fell an involvement (concept of belonging). f f The Surfer The Reggae f The Punk The Gothics f f The Sport
  6. 6. 6 Communities Learning about the preferences of the customers to see if there is a correlation with your Brand in order to achieve the goal of being the brand of choice for the young generation. Research what the brands of choice for the Youth people have done in the Social Media environment and learn about the steps that they have developed, to be the brand of choice. Source: 2012 Harris Poll Youth EquiTrend® (8-­‐24 years) Drink Mobile Games TV Social Media
  7. 7. 7 Communities You will need to build Brand FANS (ambassadors) since every one has customers, but how many can say that they have FANS? Fans aren't the ones that say “Like” on the Facebook page, it’s much more than that, it’s the process of transforming customers into partners, where they are part of your organization. Customer FANS Customer FANS
  8. 8. 8 Communities You have some thousands page fans on the Facebook, but how many are really “organic FANS”? Do they “Like” or do they “Love” the brand enough not to give in to competitors campaigns and offers? Are they evangelists of the brand, asking their friends to switch to Your Brand? Like Love
  9. 9. You spent your whole marketing career trying to get customers to like you, when all along you ignored the inconvenient truth of the Fans who already loved you. Fans aren’t just 2 or 3 times more influential than your average customer, they can be up to 100 times more influential. Focus on your fans, build them a Beachhead to house the dialogue. If you don’t know who your fans are you only have customers. 9 Communities Brand Fans
  10. 10. Brand Fans èInfluencers 10 Communities What are the most influential media for the 16 to 24 years old (the Youth Market)? Response: Other 16 to 24 years old people! (64% - Source MobileYouth) 65% Of all youth bought mobile handsets based on what their friends, not advertising!
  11. 11. The Influencers 11 Communities Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above 26% Influence 64% Influenced
  12. 12. 12 Contact Network By the communities that you discover on your customer base and the Fans of your brand, you need to act in order to create an involvement within the Market. You need to create the feeling of belonging to the sports customers, so that they feel that your brand is their own brand. Create a young movement! (Thru Fans Sourcing)
  13. 13. 13 Contact Network Fans Sourcing – Transforming The Business Traditional Top-Down Innovation Fans Sourcing Bottom-Up Innovation Driven by focus group insights and product development department Driven by front line insights usage tecnhographic and dialogue
  14. 14. 14 Fans Movement Putting All Together To Produce Contents Contents Communication Fans Market Communities Contact Network í
  15. 15. 15 Fans Movement Putting All Together Contents Communication Communities Brand Contact Network Awareness í í í í
  16. 16. 16 Fans Movement Putting All Together Build Communication between your Fans Build Communities for Fans To Produce Contents Brand Build Fans Sourcing To create Awareness í í í í
  17. 17. 17 Fans Movement How to Put into Action? 1. Build your strategy to communicate with the your fan people and prepare the organization to this new change 2. Do workshops in Schools/Universities/Sports Events with the fans, to start building the communities 3. Start deploying the fan communities to create an involvement 4. Start encouraging your fans to collaborate with you to produce new products, services and campaigns 5. Let the your fans to produce the contents and let then be creative and innovative 6. Build the Brand Fans, let then be part of your organization, let then participate!
  18. 18. 18 Contact Network Fans Spotting We can help to setup an collaborative platform, that enables to build a strong Fan Spotting concept. Your Brand can have all the necessary tools to be successful in these new concept … … can have a direct communication … will be in the frontend of innovations … will have a team dedicated to the fans … its dedicated to succeeded with the fans
  19. 19. 19 Contact Network talk to us let us open the door … … for Fan Spotting Contacts: (+351) 935 447 451