(Graham Brown mobileYouth) DOWNLOAD THIS: The 90-10 Rule: Focus on the 10% that influences the 90%

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Before, there were brands,media and customers.

Now, there is a new player in the mix that has radically altered the effectiveness of traditional marketing and its ability to tell monolithic narratives – Fans.

What has changed isn’t the emergence of some media format that facilitates social interaction but how people interact with media itself.

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(Graham Brown mobileYouth) DOWNLOAD THIS: The 90-10 Rule: Focus on the 10% that influences the 90%

  1. 1. mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org The 90-10 Rule: Focus on the 10% that influences the 90% THE AGE OF THE FAN Before, there were brands,media and customers. Now, there is a new player in the mix that has radically altered the effectiveness of traditional marketing and its ability to tell monolithic narratives - Fans. What has changed isn’t the emergence of some media format that facilitates social interaction but how people interact with media itself. 1 / 7
  2. 2. mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org More From Graham Brown's Series on How to Sell Technology The 90-10 Rule: Focus on the 10% that influences the 90% The Paradox of Quality: Why Better Technology Fails Change Your Metaphors: How great leaders sell technology These 2 Social Experiments Show How Stories Sell Technology Why you need to become a Farmer not a Hunter to sell technology WHAT IS A FAN? Finding and working with your fans is key to success in selling technology today (Photo credit: Phil Gradwell) Fans are the 10% that influences the 90%. Fans aren’t 2 or 3 times more influential than your average customer, fans are up to 100x more influential 2 / 7
  3. 3. mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org Fans are key advocates of your brand and its products. It’s Fans that customers listen to when making informed product choices. It’s Fans that encourage them to switch mobile phones. It’s Fans that give them reasons to leave a service. It’s Fans that educate them about new products. mobileYouth research found Fans weren’t simply 2 or 3 times more influential than the average customer but up to 100 times more. FROM CUSTOMERS TO FANS: BREAKDOWN OF THE MARKET Size Who are they? Role Fans 10% of the market Employees, co- workers, vocal customers who "get it" and love the product Key influencers, advocates and educators. Focus on breaking down the walls to help Fans tell their story and broadcast to the customer base. Commit all your energy to the Fans and leverage their lines of influence to shape the market. Observers 20% Silent Fans who are to be convinced that going public with their affections or ideas is a good idea The bridge between Fans and the mass market. 2nd wave of adopters Skeptics 50% The silent majority who are easily swayed one way or the other Skeptics only come on board when the Social Proof from Fans and Observers is strong enough to de-risk any change in behavior. 3 / 7
  4. 4. mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org Critics 20% The vocal opposition. The "Yes, buts". The naysayers Critics will continue to fiercely oppose any change, product or technology simply because their position of opposition gives them significance. Do not waste energy to convert the Critic. Focus energies on those that matter and use the mass market to silence the critic. NOT ALL CUSTOMERS ARE THE SAME 18% of youth who bought a handset said they were influenced by celebrity endorsements compared to 65% who said they were influenced by friends. Customers turn to specific peers who wield a significant amount of influence within their networks. These super-influencers are everyday people as opposed to celebrities and they are significantly more influential in shaping brand choice than average customers. Fans create the Social Proof that sells technology. * Super Influencers communicate with 2X as many people on a daily basis as the regular consumer. * Super Influencers talk about brands 2.5X more on a weekly basis than regular consumers. * Over a period of 1 year Super Influencers generate 88% of the brand’s positive 4 / 7
  5. 5. mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org recommendations. THE OLD MARKETING MODEL AND FANS When advertising agencies try to take brand stories onto Facebook they still persist in telling the brand story albeit with a social twist. What they fail to realize is that it’s not who’s telling your story but whose story you’re telling that counts. Fans are the new advertising industry. Fans follow people and products not brands. The question we should be asking is not “how do we engage the fans?” but “how do we break down the walls that prevent fans from engaging us?” Start by embracing the unofficial. Break down the walls to allow Fans to have their own voice. When it comes to selling technology, we need to put Fans in the driving seat because it is these users that make or break the adoption of brands and apps. LOUDSPEAKER VS TELEPHONE MODEL OF SELLING TECHNOLOGY Loudspeaker Telephone Narrative Tell the official brand story Fans tell their own 5 / 7
  6. 6. mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org unofficial stories Model Centralized. Top-down. Monolithic De-centralized. Bottom-up. Pluralistic Distribution Broadcast: one-to-one or one-to-many Peer-to-peer: many-to- many How it works Tell 'em you're cool, Tell 'em in a BIG way, keep telling 'em Give the Fans the tools to help tell their story Economics Based on shortage of shelf space and an abundance of attention Based on shortage of attention and an abundance of shelf space Tactics Paid media: "Have a conversation with customers", campaigns, PR, celebrity endorsement, The Big Idea Earned media: Help customers have a conversation with each other, grass roots movements Metrics Top of mind, recall, market share, awareness, brand equity Recommendation, Net Promoter Score, Earned Media Indexes THE 90-10 RULE 6 / 7
  7. 7. mobileYouth® - youth marketing and mobile culture analysis of the latest research, insights and trends by Graham D Brown http://www.mobileyouth.org Social Circles of Influence (Photo credit: aafromaa) That's the 90-10 rule. Leverage the 10% to influence the 90%. The 90% aren't listening anyway. Focus on nurturing your relationship with these key influencers. Nurture relationships with Fans but don't try to force a brand conversation on them. Nobody, not even Fans, want a conversation with your brand. Fans want you to amplify their own stories. If you don’t know who your Fans are, you have only customers. Powered by TCPDF (www.tcpdf.org) 7 / 7

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