(Part 4) Youth Mobile Age 2011 - 50 trends shaping the next decade Download all 5 parts here http://www.YouthMobileAge.com

1. PART 4/5
THE
YOUTH
MOBILE
AGE

2. A quick overview…
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3. But first, a few quesDons that have got
me thinking…
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4. What drives us?

5. What is our social nature?

6. What defines our personal story?

7. …and where does markeDng fit in?

8. One‐to‐One
vs
Many‐to‐Many
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9. One of the most feared and
Flickr decade_null commonly meted punishments in our
society is the isola7on and
segrega7on of offenders.
Both Amnesty Interna7onal and
Human Rights Watch have
condemned “solitary confinement” as
inhumane and tantamount to
psychological torture.
Isola7on and Segrega7on may sound
barbaric but they have become the
misguided endgames of digital
marke7ng.

10. Nobody wants to be alone…
For many young people, being
ostracized from the group is a
fate worse than death itself.
We are driven by a social survival
mechanism that compels us to
connect – from inves7ng 20
billion hours in Facebook every
year to discovering SMS – we are
constantly searching for ways to
belong and be significant.
We fear the “one”
and crave the “many”
– this is our human nature

11. What’s Inside?
Welcome to part 4 of the 5 part
series The Youth Mobile Age.
In this presenta7on we share
10 key trends on how marke7ng is
shiPing from a One‐to‐One model
to one based on Many‐to‐Many.
We’ll look at 10 trends that will
encourage us to look seriously at
the Many‐to‐Many model of
marke7ng and challenge outdated
concepts that dominate the
crea7ve industries.

12. What is The Youth Mobile Age? Graham Brown
mobileYouth
If you want to know how it’s going to be GrahamDBrown.com
tomorrow, look at how it is today with young
people. World over we see future usage paUerns,
business models and technologies being
explored, adapted and refined by youth. Where
would we be without SMS, BBM, Facebook and
MP3s? Youth discovered them first.
In this 5 part series I’ll share with you those
ideas and insights gained from the frontline
with a liUle help from some industry friends.
We share with you ideas that will shape the next
decade.

13. Muhammad Faisal – Youthlab Indonesia
29 Contributors & Ngaruiya Githegi – Teenwise Media
Thought Leaders Seth Godin ‐ Author
Andrew Grill – Digital strategist
Bernard Hor – Summer Sands Malaysia
In this 5 part series we share quotes Tony Hsieh – Zappos
and ideas from the following youth Marc Kornberger – Student Village
marketers, media and mobile experts: Andrew Mackinnon – Taboo
Kenichi Nakaya – Trimtab
Mikko Ampuja – 1530 Research Jake Nickell ‐ Threadless
Freddie Benjamin – mobileYouth Marlon Parker ‐ RLabs
Graham Brown – mobileYouth Jan Rezab – Candy Tech/Social Bakers
Ian Calvert – Instant Grass BreU St Clair – Google SA
Ged Carroll – Ruder Finn Kaustav Sengupta – Ingene
Samyak Chakrabarty ‐ Concrea Julia Shalet – Digital Youth Project
Joseph Ciprut – Youtholding Kei Shimada – Infinita
Andres Colmenares – WabiSabi Lab Ian Stewart ‐ Converse
Vipe Desai – Monster Energy & IMG Peter Van Stolk – Jones Soda
Trevor Edward ‐ Nike Ian VoUeri – Valeroj

14. Trend #31
Why Many‐to‐Many Maers
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15. The whole premise of “one‐to‐one” marke7ng is contrary to
our basic human nature. We need to move on from this era
and its ugly children – CRM, customer ques7onnaires and
focus groups

16. In the Era of Many‐to‐Many, the rules have changed

17. One to Many One to One Many to Many
Circa 1950‐1990 1990‐2010 2011 onwards
How to build Assign media budget Op7mize media spend Create plamorms that
your brand? to agencies to buy through segmenta7on help customers connect
media space. and targe7ng with each other
Develop “Big Idea”
How to Focus Groups Listening. CRM. Company is part of
interact with Surveys. community. Dialogue
customer? Ques7onnaires.
What defines Brand planning. Brand planning. Customers are the brand
brand? Agency “Big Idea” Agency “Big Idea”
What is the Create clever or Profile customers. Set the tone. Lead the
company’s funny content to get Develop targeted community. Step back
role? people talking messaging based on and let customers get on
profile match with it
Who were Pepsi, Levi’s, Sony Amazon, Nokia, O2 Ford, Jet Blue, Monster,
the winners? Threadless, Safaricom

18. Nobody wants to be alone. Nobody wants a brand to “listen” to them.
They want to be part of the many and they want to talk to each other
not some ad agency. The one‐to‐many era is dead. Now we need to
think about what works in the era of many‐to‐many

19. Trend #32
Liked vs Loved
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20. If your
customers
like you,
be afraid…
be very
afraid

21. You spent your whole marke7ng career
trying to get customers to like you when all
along you ignored the inconvenient truth of
the fans who already loved you

22. Nokia consistently polls among youth as the most trusted brand
whereas Apple is the most recommended.
Nokia has 32% market share and 4% of the industry profits.
Apple has 4% market share and 52% of its profits.
Which metric are you tracking?

23. With so much choice, why sele for the thousands of brands
we could “like” when there is one that we could love?

24. Great brands
are passionate about
share of customer
not share of
market

25. Love and Compassion are the root of connecDon
Sell people with a funny or clever ad campaign and they will like you
Connect them with their friends and they will love you

26. Untargeted adverDsing, be it “digital” or “tradiDonal” can
alienate fans because it treats everyone the same

27. Trend #33
RetenDon is the New AcquisiDon
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28. When we talk about
“consumers” we talk about
objects that can be grouped,
segmented and manipulated.
We see aUen7on that can be
bought and campaigns that
yield results within 90 days.
When we talk about “people”
we see rela7onships that are
built on mutual trust, interest
and benefit. In the real world,
friendships take 7me. We’re in
it for the long term and need
to adjust our marke7ng
accordingly.

29. In the Era of Many‐to‐Many
RetenDon is the new AcquisiDon

30. Delight me and I’ll tell 8.3 of my friends
SaDsfy me and I’ll leave you…

31. Trend #34
Loyalty is a Social Process
not a Programme
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32. Loyalty is a social process not an event or programme or Youth are
constantly talking to each other about your compe7tors.
You can’t stop them thinking about leaving
but you can be there when they do.

33. “Cheap” isn’t a youth
marke7ng strategy. Sure,
youth are price sensi7ve
but it’s not why they buy.
Undercudng rivals with
the cheapest offers simply
aUracts “easy come easy
go” customers who seek
out the latest offers for
their secondary handsets.
Stabilizing the customer
base means developing
an understanding of why
they are buying

34. Trend #35
Churn is the Mother of All Costs
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35. You’ll find everything becomes slower, more expensive and
less effecDve when your churn rates increase. Reduce churn
rates and you’ll significantly improve ROI across the board

36. Trend #36
Customer Service isn’t a Department
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37. Great brands aren’t the product of great
ideas but great people.
People who care.
People passionate about
customers not strategies.
People who don’t
see customer service
as a cost center
but their
best
markeDng
strategy

38. We need to lose the idea that “customer service” is somehow
a dirty word. Customer Service is why we’re in business and
companies that are devoted to service at all levels – not just
the call center ‐ are those that will win out long term

39. In 10 years :me, people won’t
believe that Zappos started out
selling shoes.
That’s because, at heart, we’re a
service company first.
Our loyalty lies
with the customer
not the product.
Tony Hsieh ‐ Zappos

40. We need to start trea7ng
marke7ng as we would
our human relaDonships;
we don’t befriend people
then move on to the next
person.
Long term happiness
comes from deepening
these relaDonships and
gejng to know people
beUer.
Marke7ng should begin
not end at point of sale.

41. Trend #37
Permission Assets
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42. Without excep7on, long term wealth is created through investment.
We buy assets that appreciate in value. When agencies talk of
“adverDsing ROI” it’s a myth; talk to an investor about an asset that
loses all value in 6 months and they’d laugh in your face. “Return on
Spending” yes but not investment. Investment means building
Permission Assets – projects, communiDes and events that outlast
campaigns and con7nue to work for you even while your team sleeps

43. Sponsorship and Endorsement look good but it’s too easy. It grabs your
aenDon but sustainability requires crea7ng a Permission Asset and a
beUer understanding of what drives people. Rather than Sponsor,
Create. Don’t buy Lady Gaga or Becks, promote the stars of tomorrow

44. Build
an
army
of
fans

45. We tend to view youth as a “connected generaDon” or the “digital
naDves” “addicted to technology” who spend their lives online. This is a
myth perpetuated by technologists; they’re online less and interac7ng
offline more than us. We need to be where it counts – in the real world
and face to face. We need to first be on campuses, in malls and in the
street and, only then, online supported by a Permission Asset.

46. Every fan has a passion
The worst place to find it is in a Focus Group
Build a dialogue

47. Young people aren’t loyal to brands. You
don’t have young people saying ‘I love
Maxis’ or ‘I love Nokia’.
That happens only in the minds of brand
managers.
Young people are loyal to what these
brands do. You find a strong affilia8on
to the projects these brands create.
Bernard Hor – Summer Sands Malaysia

48. Don’t sponsor…
Create

49. There is no loyalty to brands, there is only loyalty to the social
currency that you offer. Customers are always asking
“which gives me the most social currency bang for my buck?”

50. Create
something
Fall in love

51. We don’t love your brand. We love the community, the
project and the events you create for us. As soon as you stop
doing that or someone else does it beer we’ll move on

52. Don’t fall in love with your product, fall in love with
what your product does for people

53. Build your fans a home

54. Create tools that connect not campaigns that isolate

55. Trend #38
Social Movements
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57. Create a movement to outlast the ad campaign

58. RockCorps successfully engaged influen7al youth through a series of
meaningful social projects rather than campaigns. Each project was
itself a social event that aUracted socially ac7ve youth.

59. Trend #39
Beachheads
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60. In the Era of Many‐to‐Many there is only 1 markeDng rule:
Delight your fans…the rest is mere detail

61. Focus more on the 10% and less on the 90%. The 90% don’t
pay aenDon to you anyway. They’re watching the 10%

62. Build Beachheads. Give your Fans something to care about…

63. The extreme
influences
the
core

64. Trend #40
Fanspodng
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65. Embrace
To
Engage

66. Selling to people who actually want
to hear from you is more effec:ve
than interrup:ng strangers who
don’t
Seth Godin

67. Fans need you
as much as you
need them…

68. Fans need
the direcDon
your brand
can provide
How are you
leading
them?

69. The difference between Ipod and Zune is fans

70. We didn’t
have
customers,
we had fans
Vipe Desai
(ex head of ac7on
sports Monster
Energy)

71. Inside every customer is a fan waiDng to get out

72. Not all fans look like this..But all
fans share the same
social needs

73. Fans are easily
recognized by
their peers but
onen ignored by
brands

74. Every brand has fans, it’s just their voice is drowned out by
the relentless monologue – the Loudspeaker – the brand
story and your agency’s latest ad campaign

75. If you don’t know who your fans are…
you just have customers

76. What Next?
Here’s a few ideas to keep your momentum
1) If you haven’t done so already download all 5
parts (sent by mail, 1 a week) at
www.YouthMobileAge.com
2) Join us on our 200k mile journey into youth
culture in 2011 www.mobileYouthtour.com
3) Throughout 2011 we’ll be pos7ng interviews with
contributors to this report at www.mobileYouth.tv
4) If you need data, stats and charts for download
head to www.mobileYouthreport.com

77. Share the Love
If you want to see us create more
presenta7ons for you like this and
share our ideas then we’d be
delighted to hear from you.
If you’re on Slideshare why not
FAVORITE this presenta7on so
other people like you can find out
about it?
You can also share your ideas and
feedback in the comments box –
we’d love to know what you think.

78. WHAT ARE YOU WAITING FOR?
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79. Download Charts, Data and Stats on
Youth Mobile Culture
http://www.MobileYouthReport.com