The document summarizes key discussions from the MTV Youth Marketing Forum held in Mumbai on April 28, 2012. The forum focused on understanding today's youth and how brands can better engage with them. Data from a survey of 5,000 Indian youth showed they see themselves as a homogeneous group with power to create change through social media. Speakers from brands like Earth Hour and Rovio provided examples of successful youth engagement through social media initiatives and innovation. A panel discussion emphasized the need for brands to stay relevant to youth interests and accept that youth retain their individuality.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment China, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Coralie LATCHOUMANE and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Coralie LATCHOUMANE – Account Director
coralie.latchoumane@havas-se.com
http://www.havas-se.cn
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all a wonderful 2012 and look forward to featuring your campaigns this year.
Social media audience_and_the_arts_an_introduction_v1Antony_Hing
Post GFC social media and social commerce are the new global growth zones.
Rising demand for professional content is coinciding with a surge and acceptance of social commerce. Online consumers are willing to pay for professional content. Midway through 2011 the hot zone is social film entertainment platforms with film and video at the epicentre of social media activity.
Marketers need to convert their messages into film and video friendly formats at professional quality.
Participatory filmmaking will be a feature of social movies. changing the film experience and lead to greater crowdsourcing innovation.
Humans are changing how they shop, live and learn. Gamification provides next generation tools for change. Tablets are spreading the social cloud faster and wider.
Superchcarged word of mouth will determine the success or failure of brands.
Marketing plans must integrate social media because Google has made social content a ranking factor
The social tools for publishing are getting easier by the day with LinkedIn groups being a perfect example.
Those who learn to originate and publish content in a professional way will sail into blue oceans. But even curating and republishing content can be a blue ocean activity.
Not all Audineces are equal: social change agents are the ones to find and engage with earliest.
There are plentiful online resources from trusted authorities like Tom Smith, Susan Lincoln-Rice, Natalie Tran, Brian Solis, Mari Smith, Brian Halligan, Tim Bajaran, James Schramko, Michelle Macphearson and David Rogers.
Get prepared, skilled, practiced and connected
Better yet aim to become a trusted authority in your niche!
How to connect with urban millennials: results from a global research communityJoeri Van den Bergh
This Marketing paper offers insights on what drives Generation Y and how global brands can really connect with youth worldwide. By discussing trends with young people in our global research community, we managed to gather 10 interesting Gen Y evolutions. The paper also highlights the key dimensions behind cool places, products and brands.
Social Commerce - is the next big thing. Supercharged word-of-mouth makes
'the conversation around content king'.
The lure of social commerce is rapidly attracting more and varied competitors.
10 point summary.
By Antony Hing
PCA12 - MiniTrends: 7 Pathways to Profit & Personal Satisfaction - Feb. 15, 2...The Alligator Wrangler
Presentation by Carrie Vanston, Technology Futures, Inc., to Product Camp 12
You can be profitable while following your desire to make the world a better place. Learn seven ways that new and established businesses can find and profit from untapped and newly emerging trends by leveraging minitrends with complementary purpose and values.
Bio: Carrie Vanston, Vice-President, Communications, Technology Futures; used full MiniTrends Conference title and book title Co-Author, MINITRENDS, Austin, Texas, USA
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment China, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Coralie LATCHOUMANE and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Coralie LATCHOUMANE – Account Director
coralie.latchoumane@havas-se.com
http://www.havas-se.cn
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all a wonderful 2012 and look forward to featuring your campaigns this year.
Social media audience_and_the_arts_an_introduction_v1Antony_Hing
Post GFC social media and social commerce are the new global growth zones.
Rising demand for professional content is coinciding with a surge and acceptance of social commerce. Online consumers are willing to pay for professional content. Midway through 2011 the hot zone is social film entertainment platforms with film and video at the epicentre of social media activity.
Marketers need to convert their messages into film and video friendly formats at professional quality.
Participatory filmmaking will be a feature of social movies. changing the film experience and lead to greater crowdsourcing innovation.
Humans are changing how they shop, live and learn. Gamification provides next generation tools for change. Tablets are spreading the social cloud faster and wider.
Superchcarged word of mouth will determine the success or failure of brands.
Marketing plans must integrate social media because Google has made social content a ranking factor
The social tools for publishing are getting easier by the day with LinkedIn groups being a perfect example.
Those who learn to originate and publish content in a professional way will sail into blue oceans. But even curating and republishing content can be a blue ocean activity.
Not all Audineces are equal: social change agents are the ones to find and engage with earliest.
There are plentiful online resources from trusted authorities like Tom Smith, Susan Lincoln-Rice, Natalie Tran, Brian Solis, Mari Smith, Brian Halligan, Tim Bajaran, James Schramko, Michelle Macphearson and David Rogers.
Get prepared, skilled, practiced and connected
Better yet aim to become a trusted authority in your niche!
How to connect with urban millennials: results from a global research communityJoeri Van den Bergh
This Marketing paper offers insights on what drives Generation Y and how global brands can really connect with youth worldwide. By discussing trends with young people in our global research community, we managed to gather 10 interesting Gen Y evolutions. The paper also highlights the key dimensions behind cool places, products and brands.
Social Commerce - is the next big thing. Supercharged word-of-mouth makes
'the conversation around content king'.
The lure of social commerce is rapidly attracting more and varied competitors.
10 point summary.
By Antony Hing
PCA12 - MiniTrends: 7 Pathways to Profit & Personal Satisfaction - Feb. 15, 2...The Alligator Wrangler
Presentation by Carrie Vanston, Technology Futures, Inc., to Product Camp 12
You can be profitable while following your desire to make the world a better place. Learn seven ways that new and established businesses can find and profit from untapped and newly emerging trends by leveraging minitrends with complementary purpose and values.
Bio: Carrie Vanston, Vice-President, Communications, Technology Futures; used full MiniTrends Conference title and book title Co-Author, MINITRENDS, Austin, Texas, USA
No guts, No glory: 5 steps to become a brave new marketerJoeri Van den Bergh
Our world is changing rapidly. Technology is developing faster than ever. Information is shared and made available everywhere.
This InSites Consulting marketing paper on Generation Y is based on interviews with 21 global marketing executives from various industries (such as Converse, Heineken, Abercrombie & Fitch, BBC, Microsoft, Reckitt & Benckiser and many more) and it offers a 5step plan for marketers to improve their marketing towards the demanding Gen Y customers.
Waking up in the Post Social Media EraNick Decrock
Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ...
Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.
VIPR 2013 Conference In Miami Florida - Fitness TrendsBryan K. O'Rourke
This conference was presented at the 2013 ViPR global distributor conference in Miami. The information addresses key change drivers in the fitness industry in the context of ViPR and other product and services.
With the world keeps evolving, there will always be a trend to watch out. Here is the Generation C, the future generation who always connected across all screens and having control of their lives.
While the entry cost of the device can be quite high, many of the applications can be obtained for a low cost or free of charge. Some of this applications are allowing individuals to express themselves in new ways. Are these new forms of expressions contributing to the informal learning of individuals and to what extent? Will this growing market provide for an increasingly personalized learning experience and what will that look like? A presentation to encourage further discussion.
We live in a digital world bombarded by emails, tweets, blogs, pop-ups, banners, billboards, television ads and radio shout outs - each one of them screaming for our attention. It is a new era of mass communication and social engagement where your customers connect, comment, post, check-in, share and discuss everything in realtime...including your brand. Welcome to the Engagement Era....it's time to
Adapt, Evolve and Engage.
Gen C:The Connected Collective By Dan Pankrazguestbcb2a7
A deep dive into how social media has given rise to Generation C - the connected collective. Gen C move in 'swarms' and there are some key tenets of successfully engaging with this hyper connected collective.
For more information visit http://www.howcoolbrandsstayhot.com/trends
Enjoy the inspiration!
Early 2014, five trend watchers teamed up to share their views on the consumer and societal evolutions for 2014 and beyond. In this brand-new consumer trends paper, we gathered 5 paradoxical trends defining the consumer of today and of the future:
1. Learn from Joeri Van den Bergh how global brands such as Heineken and Renault are using serendipity in their advertising.
2. Find out from Steven Van Belleghem how companies benefit from the abundance of useful information to predict consumer behavior.
3. Follow Tom Palmaerts to experience four possible cloaking channels: de-facing, de-sharing, de-leting and the dark web…
4. Discover with Sven Mastbooms how existing business models are under pressure due to the consumers’ urge to take a quicker, easier and cheaper shortcut to the solution.
5. And finally tune in to Herman Konings to find out how consumers are taking control of their own health.
Gen C : The Social Media Generation | Their new needs, new ritual, and the po...Pradhana Chariyavilaskul
The rising popularity of ‘social media’
Has seen the rising population of ‘social media generation’ or Gen C
Who are they?
What are their Hierarchy of Needs?
Why they spend so much time on social media?
To win over Gen C... is like having the team to move the world with you.
They are ready... are you?
(please note that since this was a keynote exported to a pdf the embedded videos will not play) The first MTV generation were the ultimate consumers of mass media - characterized by the affinity for the visual and the desire for diversion. They demanded the fast-paced and were able to quickly process information, albeit riddled with uncertainty. This culture was the springboard for a new sort of media landscape- one that even further breaks away from the privilege of print and whose power has shifted from that of the hierarchical to that of the participatory and crowd-based. What it means to be “literate” in this environment is mercurial, but we can identify some major trends and help our students by cultivating these “new literacies” in the classroom...and beyond. The remixED “MTV” stands for “Mobile, Transliterate, and Visible”. How can we leverage the power of mobile technology and social media to engage learners in relevant ways? What types of literacies are emerging, and what academic, technical, and social skills should we address to help our students succeed in exponentially changing world? How can we embrace transparency and help students wisely and effectively share and amplify their work on a global scale?
No guts, No glory: 5 steps to become a brave new marketerJoeri Van den Bergh
Our world is changing rapidly. Technology is developing faster than ever. Information is shared and made available everywhere.
This InSites Consulting marketing paper on Generation Y is based on interviews with 21 global marketing executives from various industries (such as Converse, Heineken, Abercrombie & Fitch, BBC, Microsoft, Reckitt & Benckiser and many more) and it offers a 5step plan for marketers to improve their marketing towards the demanding Gen Y customers.
Waking up in the Post Social Media EraNick Decrock
Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ...
Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.
VIPR 2013 Conference In Miami Florida - Fitness TrendsBryan K. O'Rourke
This conference was presented at the 2013 ViPR global distributor conference in Miami. The information addresses key change drivers in the fitness industry in the context of ViPR and other product and services.
With the world keeps evolving, there will always be a trend to watch out. Here is the Generation C, the future generation who always connected across all screens and having control of their lives.
While the entry cost of the device can be quite high, many of the applications can be obtained for a low cost or free of charge. Some of this applications are allowing individuals to express themselves in new ways. Are these new forms of expressions contributing to the informal learning of individuals and to what extent? Will this growing market provide for an increasingly personalized learning experience and what will that look like? A presentation to encourage further discussion.
We live in a digital world bombarded by emails, tweets, blogs, pop-ups, banners, billboards, television ads and radio shout outs - each one of them screaming for our attention. It is a new era of mass communication and social engagement where your customers connect, comment, post, check-in, share and discuss everything in realtime...including your brand. Welcome to the Engagement Era....it's time to
Adapt, Evolve and Engage.
Gen C:The Connected Collective By Dan Pankrazguestbcb2a7
A deep dive into how social media has given rise to Generation C - the connected collective. Gen C move in 'swarms' and there are some key tenets of successfully engaging with this hyper connected collective.
For more information visit http://www.howcoolbrandsstayhot.com/trends
Enjoy the inspiration!
Early 2014, five trend watchers teamed up to share their views on the consumer and societal evolutions for 2014 and beyond. In this brand-new consumer trends paper, we gathered 5 paradoxical trends defining the consumer of today and of the future:
1. Learn from Joeri Van den Bergh how global brands such as Heineken and Renault are using serendipity in their advertising.
2. Find out from Steven Van Belleghem how companies benefit from the abundance of useful information to predict consumer behavior.
3. Follow Tom Palmaerts to experience four possible cloaking channels: de-facing, de-sharing, de-leting and the dark web…
4. Discover with Sven Mastbooms how existing business models are under pressure due to the consumers’ urge to take a quicker, easier and cheaper shortcut to the solution.
5. And finally tune in to Herman Konings to find out how consumers are taking control of their own health.
Gen C : The Social Media Generation | Their new needs, new ritual, and the po...Pradhana Chariyavilaskul
The rising popularity of ‘social media’
Has seen the rising population of ‘social media generation’ or Gen C
Who are they?
What are their Hierarchy of Needs?
Why they spend so much time on social media?
To win over Gen C... is like having the team to move the world with you.
They are ready... are you?
(please note that since this was a keynote exported to a pdf the embedded videos will not play) The first MTV generation were the ultimate consumers of mass media - characterized by the affinity for the visual and the desire for diversion. They demanded the fast-paced and were able to quickly process information, albeit riddled with uncertainty. This culture was the springboard for a new sort of media landscape- one that even further breaks away from the privilege of print and whose power has shifted from that of the hierarchical to that of the participatory and crowd-based. What it means to be “literate” in this environment is mercurial, but we can identify some major trends and help our students by cultivating these “new literacies” in the classroom...and beyond. The remixED “MTV” stands for “Mobile, Transliterate, and Visible”. How can we leverage the power of mobile technology and social media to engage learners in relevant ways? What types of literacies are emerging, and what academic, technical, and social skills should we address to help our students succeed in exponentially changing world? How can we embrace transparency and help students wisely and effectively share and amplify their work on a global scale?
#SocialTVConf presentations - 22/1/13 - James Whatley, Social Media Director ...SocialTVConference
James Whatley, Social Media Director at Ogilvy presents the challenge to Social TV and Second Screen experiences thus far - asking whether they are genuinely working?
#SocialTVConf presentations 22/1/13 - Dan Patton - MTVSocialTVConference
Dan Patton, VP of Digital for MTV UK - presented some of the work they have done in the Social interaction-led programming, largely around the set up of hit show Geordie Shore.
Digital Innovation and the End-to-End Passenger ExperienceAirlineTrends
As passengers are getting more connected, their expectations are rising towards airlines to remove the inconveniences of air travel and do much more than just fly them from A to B.
Mobile technology has already had a significant impact on the passenger journey and while many digital innovations – think United Airlines and Uber, easyJet’s ‘Mobile Host’, Transavia’s ‘pre-flight entertainment’, and Singapore Airlines’ upcoming Companion app – offer convenient services, these tend to be focused on a specific area rather than align the whole journey.
Meanwhile, airlines are looking to increase margins by introducing ancillary services and are beginning to take a holistic look at the customer journey, and provide empowered passengers – who want to be in control of their journey – with a personalised and stress-free end-to-end travel experience.
In this presentation, recent airline initiatives will illustrate how digital devices, connectivity, data, service design and merchandising skills are coming together to provide a ‘passenger-centric’ door-to-door experience.
Digital readiness for customer experience in the airline industry - AccentureAccenture ASEAN
Most airlines have a clear vision for using digital technology to improve customer experience. But they lack the know-how and talent to bring the vision to life.
This Accenture report examines the disruptive impact of digital technology on the airline industry with a focus on customer experience.
The findings are based on in-depth interviews with 25 airline senior executives throughout the world.
Create your electronic footprint - Presentation given during IBM Super Women Group Yearly meeting. (over 500 IBM women attendees) Raleigh, NC - June 2009
Social Media 101: Social Media 101: Discover the power of your voiceWunderman
From behavioral trends to the technology tools and the brands and people who are using social media, we invite you to become an active practitioner in this session.
From behavioral trends to the technology tools and the brands and people who are using social media, we invite you to become an active practitioner in this session.
Cut! Engage! Activate!
Cause Marketing & Media and the Brave New World of Social Media Activism
Ever wonder how Anna used FB and Twitter to get so many people out every day? Did the Egyptian Saffron Revolution begin with a single post? Can we form entire social movements online using social tools? Can cause driven films make a real impact online? The line between cause marketing, meaningful media and social media is blurring rapidly. In the US, companies like Participant Media are building activism around documentary films, websites and social networks leading to thousands of mini-revolutions. In India, cutting edge filmmakers use Social Media to get crowd funding for their films, arrange meet ups and showings and to spread the word. The world of cause marketing has never been more exciting as the new media is helping generate a global revolution. Using real world case studies and models Raja explores this exciting and brave new world for marketers.
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Social media is an incredibly dynamic environment. Terms like “friend” and
“influencer” are no longer adequate to describe the array of social activity and
interaction that is occurring amongst the vast communities now being built online.
A deeper understanding of consumer needs and motivations is the key to unlocking a
real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s
not just people that are connecting in the social media space. There is huge demand
for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved,
driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
This report barely scratches the surface of the rich insight and detail available.
Wave 5 – The Socialisation Of Brands contains information for 20 categories in more than 54 countries. You will find contact details if you require further information at the end of this report.
Wave 5 - The Socialisation of Brands | UM | Social Media TrackerUM Wave
Wave 5 - the socialisation of brands, told us that there was huge demand
for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create
the right experience benefitted enormously, driving brand loyalty, endorsement and
sales.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
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The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
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This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
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1. A Scattershot Marketing Blog Presentation
THE POWER OF ONE
MTV Youth Marketing Forum
28th April 2012
Mumbai
By Scattershot
@iamscattershot
An exclusive online presentation
Cover Image Courtesy: Israel Houghton
All trademarks and brands are the property of their
respective owners.
2. INTRODUCTION
28th April 2012: MTV organized a Youth The study reflects these young people's
Marketing Forum in Mumbai which saw perspective of life, technology, causes and
participants from various firms, media streams, values. The various topics discussed at the forum
bloggers etc which wanted to feel the pulse of were power of social media, youth power in
today’s youth. Interesting topics and insights action, interactive workshop on case studies of
were discussed at the MTV Youth Marketing brands across the globe on how they have co-
Forum 2012. This year the 'Power of One' was created with youth and translated campaigns into
discussed at the forum along with various trend movements, perspective on marketing and
experts and esteemed panel of speakers creating music for the younger audience,
initiatives that has the potential to become a
The research methodology included a mix of
revolution. The day also included prominent
quantitative questionnaires, qualitative group
brand bosses from Tata Docomo, Nike India,
discussion, ethnography analyses, peer group
Viacom18 Motion Pictures and more who
discussions conducted amongst 5000+ youth
discussed how brands need to engage in a
between the age group of 15 to 24 years across
dialogue with the audience in this world where
31 cities in India and represents the attitude of
one is the majority.
trendsetting young generation.
Website: http://www.mtvplay.in/powerofone/index.php
3. SPEAKER LINEUP
1
Aditya Swamy – MTV
2
Andy Ridley – Earth Hour
3
Henri Holm – Rovio
4
Chetan Bhagat - Author
5
Simon Smith - Interbrand
6
Angela Barkan – Sony Music
7
Panel Discussion
4. ADITYA SWAMY
EVP & Business Head - MTV India
•Power to change the world:
Aditya Swamy opened up the forum with key
A whopping 98% of the youth
highlights from the survey. He emphasized that
MTV spoke to, believed that
the youth today are different from what we
they have the power or the
envision them to be. Here are five key pointers
ability to bring about change in
from his talk.
the world around them.
•Homogenous: Being
connected 24X7, the youth •Power from Social Media: Almost a half of
sub-consciously belongs to them vociferously complain online if they don’t
one homogeneous universe get a good service from brands. They feel
that transcends nationality, empowered as the media and brands shower
community differences. The homogeneity is
religion, special attention to them through campaigns
fuelled by social and digital equality in the and communication. And, more than 50% of
young world. They love to friend one and all. them claim that they derive their power from the
The homogeneity is a result of equal availability social media network.
of opportunities on the internet and uniform
exposure levels across classes through the
digital revolution.
5. ADITYA SWAMY
EVP & Business Head - MTV India
•Power to Participate: MTV’s research •Role Models? : Gone are the days when
concludes that the youth has a heart and they popular icons or celebrities help them in rapture.
care for social and environmental issues that Today’s youth is independent in thought and
affect them directly. Nearly 42% of the youth identity. 45% of them state they look up to their
insist that they will actively participate in a parents as role models. And, 25% blatantly
cause/movement that affects them. There is a answers they don’t have a role model. The youth
heightened enthusiasm amongst youth < 21 today do not have a singular icon name. They
years and women. follow many public figures, but, emulate none. A
mere 10% look up to public figures as a role
model.
6. ANDY RIDLEY
Executive Director and Co-Founder – Earth Hour
The Idea: In 2004, inspired by the idea of a •Celebrity Endorsements:
campaign to engage everyday people and Complete integration across
businesses in the climate change, Andy initiated facebook and twitter for Miranda
a think tank between Leo Burnett and Fairfax Kerr and other celebs in different
Media, forming a partnership to deliver a 'lights parts of the world. (
out' campaign, which would later become known Yoga Classes by Miranda Kerr)
as Earth Hour.
How did they do it?
The Result: World’s Biggest Voluntary Action:
• Exploring New Social Media: Using new social By 27 March 2010 the open-source nature of the
networks such as Yammer. Yammer is used for Earth Hour message had swept the globe, with
private communication within organizations or hundreds of millions of people in over 4,500
between organizational members and pre- cities' and towns across 128 countries and
designated groups. Making it easy for Earth territories on every continent contributing to the
Hour to reach their target group which was the world's greatest ever voluntary action.
corporate offices.
Malaysia's landmark the Petronas
Twin Towers in downtown Kuala Google Canada’s
Lumpur, Malaysia, having their lights page going dark for
turned off (from top to lower ground) Earth Hour, 2008
to mark Earth Hour
7. HENRI HOLM
SVP- Rovio Entertainment
Angry Birds: Dubbed as the largest mobile app •Crowdsourcing: Rovio lends an open ear to
success the world has seen so far, curating and feedback from its audience. Out of the
nurturing Angry Birds is no play. numerous fan mails they received, an Angry
Birds Level was designed by a 5 year old Ethan.
Moral: Listen to your consumers.
The Success Secret
•Distribution Channels: Angry birds has carefully
chosen its distribution channels. Apart from the
iOS and Android platforms Angry birds was
launched for the desktops via a Chrome app
version in 2011. As time passes by Angry Birds
•Innovation: Even after 3 years of its release it
wants to be available on any screen the
still continues to be the most popular game for
consumer is exposed to. Smartphones, Tablets,
smartphones. The reason: Innovation. Updates
Computers, Consoles, Theaters and SmartTV
and new editions are released after careful
•O>O>O: Rovio believes that the consumer research. The recent version – Space was
experience for the game is complete only when released after many months of research with
it moves from Online to offline and then back to NASA.
Online.
•Brand Partnerships: Three star criteria for tying
up with brands. Reduces clutter in tie-ups.
Fan Value + Mutual Partner Benefit + Angry Birds brand fit
8. CHETAN BHAGAT
Bestselling Author
The New York Times called Bhagat "the biggest Bhagat’s take on Youth and their opinions
selling English language novelist in India's
history". In 2010 TIME named him one of the 1. Make stuff relevant
100 most influential people in the world. 2. Most youth want to be seen as ‘cool’
People have opinions 3. Want to converse in ‘English’
•Power in the hands of the consumer: Ira 4. Want to have a ‘girlfriend’
Pandey seems to be Bhagats biggest critic. She
has uploaded many a youtube videos and 5. Want to be known
tweeted critiquing him. Bhagat stated that the 6. Desire to be rich
choice to like/dislike anything was already
present but social media had lent more ‘voice’ to 7. Desire to make it ‘big’ in life
people. When used effectively it’s a excellent
conduit for the spread of ideas.
9. SIMON SMITH
Digital Director, Interbrand
Simon Smith shared some insights into why •How far would you go?: The Milgram
people behave in a certain fashion when pushed experiment which measured the willingness of
into peer pressure. He talked about how study participants to obey an authority figure
individuality is lost when a person is thrown into who instructed them to perform acts that
a crowd. conflicted with their personal conscience. Latest
study shows that individuals are more ready to
Power of
go the distance when forced as of today than
•Love: Love is a powerful motivator. It empowers they were 40 years back.
individuals to sometime do what they want and The experimenter (E) orders the teacher (T), the
sometimes do what they don’t want. subject of the experiment, to give what the latter
believes are painful electric shocks to a learner
•Acceptance: Individuals can do stupid things (L), who is actually an actor and confederate.
The subject believes that for each wrong
just to confirm and be a part of a larger group. answer, the learner was receiving actual electric
He demonstrated Asch Conformity Experiments shocks, though in reality there were no such
punishments. Being separated from the subject,
where individuals caved into wrong answers the confederate set up a tape recorder
and sometimes even doubted their own integrated with the electro-shock generator,
which played pre-recorded sounds for each
judgement to be a part of the group. shock level.
•Swarm Mentality: Successful people wear suits.
Why? Because all across the world that’s whats
the norm. When a minority opinion becomes a
majority opinion, individuals feel forced to
succumb to it. Eg. ME Riots in 2011, London
Riots
10. ANGELA BARKAN
Senior Director of Marketing and Publicity at Sony Music
Entertainment
Angela is a music industry veteran and spoke •Converse Rubber Tracks -
about youth and their choices in music. She Rubber Tracks serves as a
outlined the major trends in music and how catalyst for originality by giving
audience consumes it. new and emerging bands the
opportunity to record their
•Audience: Music audience is primarily songs in a high-quality studio
‘Millenials’ (12-30 years old) across the globe. setting– for free.
Majority music consumption is driven by these
•Use ‘Fresh’ Avenues: Millenials get bored very
young adults.These are on-the-go audience and
easily. Hence it is important to engage them via new
have strong likes and dislikes. Very active on
and exciting avenues.
social media – 86% will ‘like’ or tweet about a
brand*. 2.Cull. Tv
•Why will they buy your brand: Millenials would 3.Turntable.fm
be attracted to a brand only if it aligns to their
4.Talenthouse
interests. For eg.
•Patagonia – Buy a song benefit the 1.How to make your brand Popular?
environment
Make your fans part of the act
Give Reason to ‘share’
Make it easy to access anywhere
* Research based on US data
11. PANEL DISCUSSION
Avinash Pant Sumeet Pahwa Bejoy Nambiar Ayushmann Nikhil Chinappa Vikram Malhotra
Marketing Director, GM Marketing, Director, Actor, RJ/VJ, Actor, RJ/VJ, COO, Viacom 18
Nike India Anchor, Anchor, India
TATA Docomo Shaitan
Key Discussion Points •Word of Mouth: The audience these days is pretty
vocal about their likes and dislikes. If you have a
•How brands/products can stay connected to the
good product and if the audience likes it, they
youth? Be relevant. The young audience doesn’t
most likely will recommend it to their peers.
want clutter and being relevant is the only choice
brands have. That’s what explains the success of •New Trends:Themes on movies/ advertisements
Shaitan, Vicky Donor which though arent which are aired today would have been ‘shocking’
mainstream movies did well at the B.O. few years back. Youth is becoming more
acceptable to change.
•Youth is not an animal: The young audience is
not an animal which needs to be reined in. It’s a
homogenous set of people who retain their
individuality inspite of being in a crowd. There is a
need for a change in outlook towards looking at
the youth.
12. ABOUT
About Scattershot Pages
Scattershot Marketing blog provides the latest
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India and abroad.
@iamscattershot
www.scattershotmarketing.blogspot.com