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mobileYouth Economy: 100 Trends for 2012. Part 1 of 4

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mobileYouth Economy: 100 Trends for 2012. Part 1 of 4

  1. 100 Trends that define Youth Mobile Culture in 2012 Part 1 Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: whatmegsaid 1
  2. flickr: Andrew Stawarz #1 2 Key Drivers of Behavior How will you help me belong? How will you help me be significant? These are the questions young customers are asking of you. Answer these questions and all else becomes detail. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 2
  3. #2 3H (Homes, Hangouts, Hideouts) In the mobileYouth Economy insights are a function of social Context. Market research “communities” aren’t the answer. If you survey or study youth outside of the 3H you end up with artificial results. Real insight comes from immersing research in the context of real world peer group dynamics. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 3
  4. #3 3 Key Change Agents Not every young person across all age groups and gender differences is actively optimizing products and services to enable their social lives. A small group of young people sets out to discover social currency. We call them Change Agents. They are the 10% of the mobileYouth Economy that influence the remaining 90%. The 3 Key Change Agents are Teenage Pirates, Cashless Innovators and Disruptive Divas. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: austinanomic 4
  5. #4 3 Key Pain Points Isolation, Risk and Loss of Control. Pain Points are the key drivers of Youth Churn and prerequisites of negative Shared Experiences. The 3 Key Pain Points drive customer churn in the youth market. Minimizing the 3 Key Pain Points is a key youth acquisition and retention strategy in the mobileYouth Economy. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: alex e proimos 5
  6. #5 90-10 Rule Focus on the 10% (the fans) that influence the 90% (the mass market). In the modern Attention Economy, youth are more influenced by the Earned Media of these vocal influencers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 6
  7. #6 Age of Differentiation Between 2000 and 2009, mobile brands employed Creative Agencies to differentiate their products based on features and tariffs. This Big Idea Marketing approach no longer works in the current Age of Discovery. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 7
  8. #7 Age of Discovery In today’s mobileYouth Economy, youth are discovering products without the help of agencies. Change Agents replace media as the key market Influencers. In the Age of Differentiation, Creative Agencies manufactured Context through a brand story known as the Big Idea. In the Age of Discovery, youth define their own context by discovering the Social Currency in the product. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 8
  9. #8 Anti-Social Business The Loudspeaker (broadcast) model of Customer Experience - Customer Service, Marketing and Innovation – was popular during the Age of Differentiation but is increasingly ineffective in the Age of Discovery. Company culture is focused on short-term results exerting Cultural Pushback when required to change. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 9
  10. #9 Arrival Disruptive Divas co-opt brands of the establishment e.g. Blackberry, Burberry and Louis Vuitton as milestones of social success. In periods of social change, particularly when the change is experienced by youth and/or gender, people seek out Social Tools to both reclaim Social Space and demonstrate social Arrival.Arrival behavior is common in emerging markets and minorities in developed markets. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Andrew Stawarz 10
  11. #10 Attention Economy In communicating with youth, attention is your biggest cost. In the modern Attention Economy, you cannot buy youth attention anymore, you need to earn it. No more “big idea”. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Andrew Stawarz 11
  12. #11 Authority Gradient The Authority Gradient is the distance between decision makers and insight. Companies that rely on design and Creative Agencies, rather than Immersion research, for their main source of insight have steep Authority Gradients that expose them to error. Steep Authority Gradients are common in Anti-Social Business. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 12
  13. #12 Beachheads Build your fans a home: community, project or cause. House the Dialogue and allow them to create their own Context. Connect them with each other and step back. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 13
  14. flickr: elizabeth hudy #13 Belonging One of the 2 Key Drivers of Youth Behavior. Youth want to belong to something - peer group, subculture, movement or team. Belonging is most prominent in younger segments - teens and into early student life - before fading in young adulthood. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 14
  15. #14 The End of Big Idea The traditional method of marketing and design thinking. A Creative Agency pitches the Big Idea to the brand as a story to create new Context for the product. Big Ideas are centralized, requiring extensive investment of resources. Big Idea marketing leads to Anti-Social Business. Loudspeaker marketing overrides the customer’s own narrative and alienates key influencers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Andrew Stawarz 15
  16. flickr: dene miles #15 Bottom-Up Model The direction of Customer Experience - Customer Service, Pr o d u c t D e v e l o p m e n t a n d Marketing. In the Bottom-Up model, experience begins at the grass-roots, with the customer and treats youth as partners rather than Destinations. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 16
  17. #16 Brand Ambassador Brand Ambassadors were conceived by creative agencies in an attempt to reach out to young people and generate earned media for brands. A Brand Ambassador program focuses on paying young people to talk distribute freebies to friends. Most brand ambassadors tend to be college students who join the program to add to their resume. Brands need a Fan Engagement program where they identify and engage fans who love the brand. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: austinanomic 17
  18. #17 Brand Democracy Are you using new media to find new way to tell your brand story or are you using it to help customers tell theirs? When youth look at your marketing the question they’re asking is “where am I in this story?” Brand democracy means empowering youth to tell their story. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 18
  19. #18 Brand Heatmap Visual dashboard of the mobileYouth SMART index used for predictive planning. The Brand Heatmap shows where mobile brands have their strongest pockets of influence within the youth market. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: candida performa 19
  20. flickr: chicagolau #19 Brand Management Old school marketing popular in the Age of Differentiation. Telling the brand story in a big way using the Big Idea. Using new media to expand the brand’s reach and awareness rather than empowering youth with Brand Democracy. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 20
  21. #20 Cashless Innovators One of the 3 Key Change Agents in the mobileYouth Economy. Mostly college/university age students. Cashless Innovators form niche social groups with a knowledge barrier to entry. Cashless Innovators are major contributors to the mobileYouth Economy in product development - SMS, Facebook, MP3s - and are key targets for Social Business partnerships. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: aramolara 21
  22. #21 Churn n the mobileYouth Economy, Retention is the new acquisition. Churn is the mother of all costs. Companies with low loyalty rates (often Anti-Social Businesses) will have the lowest operating margins, the lowest Influence and the lowest usage levels for new product launches. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 22
  23. #22 Co-Creation If youth aren’t part of the process you might as well throw your marketing budget down the drain. The further upstream you can involve youth in your product development and marketing process the more effective it becomes. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: comeeyecontact 23
  24. #23 Cognitive Surplus From Clay Shirky. In the digital era, people now have the ability to contribute meaningfully to projects, products and marketing. This means we operate a Cognitive Surplus of ideas, influence and innovation that can be harnessed by Social Businesses that harness Partnership with customers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Andrew Stawarz 24
  25. #24 Content The physical and logical element of a product, company message and brand. Without Context, Content has no meaning. In the Age of Discovery, where meaning is created by customers, Content such as design, advertising and product features is less important than the ability of this Content to help the customer tell their own story. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 25
  26. #25 Context Youth don’t buy stuff, they buy what stuff does for them. The “what stuff does for them” is Context - the social benefit of a Social Tool (the product, its story and usage behaviors). Value is a function of the Social Currency a Social Tool creates. In the Age of Differentiation, Creative Agencies created Context (the Big Idea). In the Age of Discovery, the key storytellers in the mobileYouth Economy are the Change Agents. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: adactio 26
  27. #26 Contextual Deficit In the mobileYouth Economy, Context is in short supply. We have an excess of Content and a reliance on the Big Idea to fashion the Content into meaning but little meaningful Context. Social Businesses that allow customers to tell their own story with the product aim to rebalance the Deficit and create a Contextual Surplus. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: alvazer 27
  28. #27 Co-Option When youth take ownership of the product and brand’s narrative. In emerging markets we see Co-Option in the way Disruptive Divas adopt Social Tools like the Blackberry (their dad’s phone) and turn it into a symbol of Arrival. Other examples include Cashless Innovators rediscovering Refurbished Tech (e.g. fixie bikes, analogue cameras etc) Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Ferrari caballos fuerza cerebro Humano 28
  29. #28 Creative Agencies Traditionally the font of Big Ideas. Being geared towards the Age of Differentiation, Creative Agencies struggle with the Age of Discovery. Typically, they are hobbled by Cultural Pushback. Many agencies employ “social” tactics but remain attached to the Loudspeaker mindset, driving clients to waste money on campaigns that win the agency awards as opposed to the client customers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 29
  30. #29 CRM A strategic tool favored by Anti-Social Business to interact with customers. CRM seeks to isolate customer relationships on a One-to-One model of interaction where what youth really want is the Many- to-Many connections afforded by Social Business. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 30
  31. flickr: beretclaire #30 Cultural Hacking Young people finding solutions to real life problems by using products and technology (Social Tools) in a different way. Also known as Positive Deviance. Cultural Hacking drives Bottom- Up innovation, providing proven and tested product development in the real world. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 31
  32. THE MOBILEYOUTH 2013 REPORT Want more trends? MOBILEYOUTH youth marketing mobile culture since 2001
  33. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  34. THE MOBILEYOUTH 2013 REPORT http://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001

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