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PART
2/5

 SOCIAL

THINKING





  The
Youth
Mobile
Age:
50
Key
Youth
Trends
2011

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
What
is
The
Youth
Mobile
Age?
                      Graham
Brown

                                                      mobileYouth

If
you
want
to
know
how
it’s
going
to
be

tomorrow,
look
at
how
it
is
today
with
young

people.
World
over
we
see
future
usage
pa<erns,

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
li<le
help
from
some
industry
friends.


We
share
with
you
ideas
that
will
shape
the
next

decade.

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
             Bre<
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

            Peter
Van
Stolk
–
Jones
Soda


Trevor
Edward
‐
Nike
                    Ian
Vo<eri
–
Valero`

As
a
standalone
country,
mobile
owning
youth
would
be

the
largest
in
the
world
–
with
1.6
billion
in
2011.



Youth
spent
more
on
mobile
in
the
last
10
years
than
they

have
on
music
and
movies
combined
in
the
last
50.

Undl

now,
few
people
have
asked
the
quesdon
why?.

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
Social
Thinking

 puts
everything

  into
its
social

     context.



 It’s
not
what
we

 buy
but
why.
It’s

  not
what
we’re

buying
but
what
it

    does
for
us.

Social
Thinking
is
challenging
everything
we
know
about

                         brand,
adverdsing
and
markedng.


 Winning
the
game
is
no
longer
about
the
depth
of
your

  markedng
budget
but
your
capacity
to
understand
and

           fall
in
love

with
people
rather
than
strategies

KEY
QUESTIONS



   Why
do
youth
buy
your
product?


  Does
your
markePng
emphasize
the


Big
Idea,
Features
or
the
Social
Benefit


       of
the
product
and
brand?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
Wherever
there
are
people
there
is
a
need
to
connect.


We
are
like
water,
we
always
find
our
way
back
to
the
ocean.

We
are
driven
by
our
most
fundamental
social
needs:

  the
need
to
belong
and
the
need
to
be
significant

KEY
QUESTIONS



     What
is
the
Social
Currency


         of
your
product?


  How
does
it
help
youth
belong?


How
does
it
help
youth
be
significant?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
Your
brand
and
technology
are
one

  of
many
tools
in
their
Universe

Mobile
is
slowly
changing
how
we
see
the
world;
no
longer
are
our

relaPonships
defined
by
geography,
they’re
increasingly
defined
by

interest.
In
dme,
it’ll
challenge
our
nodons
of
kinship
and
empathy.


“In
every
culture
and
every

genera;on
young
people
first

explore
technology
to
create
a

personal
space
apart
from
their

parents.



It’s
just
the
same
as
when
we

used
to
smoke
behind
our

parents
backs
in
previous

genera;ons,
now
teenagers
have

a
private
messaging
channel
with

a
lingo
that’s
not
understood
by

older
people.”



Kaustav
Sengupta
‐
Ingene

If
we
look
at
the
most
popular

    technologies
of
the
last

           decade
–


Facebook,
SMS,
BBM,
Twi<er,

           Mobile
–

 you’ll
find
each
is
a
tool
that

 helps
young
people
do
what

 they’ve
been
doing
since
the

              50s.


     Old
behaviors,
new

        technologies

KEY
QUESTIONS



How
does
your
product
and
brand
help
define
a

         Personal
Space
for
youth?


     How
can
you
emphasize
this
in
your


    product
development
and
markePng?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
Teen
smoking
rates
in
the
US

only
started
falling
in
1998

despite
30
years
of
public
health

programs.
1998
was
the
first

year
teen
mobile
phone

ownership
emerged
into
the

public
sphere.



At
the
emoPonal
level
we
are

simply
maximizing
our
social

currency
and
trading
one

product
for
another.

Every
where
you
turn
you
find
evidence
of
our
social
nature.

We
are
born
to
connect.
Being
social
isn’t
a
“nice‐to‐have”
it’s

        a
survival
skill.
So
when
you
build
walls
to
stop
them

connecdng
they’ll
find
ways
to
tunnel
under
or
break
through


As
soon
as
youth
lose
control
of
the
product
to

old
people
it
loses
its
appeal.



Now
in
Indonesia,
even
the
“Tukang
Bakso”

owns
a
Blackberry
so
youth
are
turning
to
iPads,

iPhones
or
even
Samsung
Galaxies
to
maintain

the
same
level
of
social
currency.
BB
cannot
take

its
success
in
Indonesia
for
granted…



…unless
it
reinvents

itself
it
will


go
out
of
fashion
as
quickly


as
it
came
into
it.


Muhammad
Faisal,
Youthlab
Indonesia

KEY
QUESTIONS



       What
products
are
you
displacing


to
become
popular
with
your
young
customers?


               Which
products


            outside
your
category


             could
displace
you?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
If
anything,
this
is
the
Disconnected
GeneraPon
–
young

people
who
leave
their
family
homes,
towns
and
head
to
the

big
city
in
search
of
opportunity.
They
live
in
single
bedsits
or

       houseshares
full
of
strangers.
Surrounded
by
30
million

                      familiar
faces
they
find
themselves
alone

Every
new
technology
gets
a

chance
but
only
a
few
stay
the

course.



If
it
can
provide
a
be[er
way

to
belong,
a
be<er
way
to
be

significant
than
what’s

already
out
there,
then
youth

will
invest
their
dme
into
it.



Our
role
is
to
facilitate
the

discovery
and
innovaPon
not

the
educaPon

KEY
QUESTIONS



  Are
you
sPll
talking
about
“Digital
NaBves”,
a

“Connected
GeneraBon”
or
“Technology
Addicts”?


 How
does
your
markePng
empathize
with
their

   social
condiBon
and
offer
a
soluPon
to
it?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
In
Japan,
we
used
to
talk
about
the
“Nabe”
‐

   the
communal
cooking
pot
used
for
cooking

  stew‐like
dishes
where
all
the
ingredients
are

 boiled
collec;vely.
We
say
‘Nabe
wo
kakomu’

             meaning
‘we
sit
around
the
Nabe’.



 It
isn’t
just
an
act
of
doing,
it’s
also
a
feeling
‐

   the
feeling
for
the
goodness
that
bubbles
up

                   /


      from
the
clay
pot
‐
the
collec;ve
goodness

         shared
by
all
through
chaQng,
cooking

together
and
sharing
an
Asahi
beer
or
Shochu.

Every
day
we
look
for
new
ways
to
reclaim
this

                   feeling
lost
to
modern
living…

Ask
them
and
they’ll
tell
you

it’s
because
it’s
“cool”
or

“fun”
but
care
to
venture

deeper
and
you’ll
discover

each
new
twist
and
turn
in

their
evolving
behavior
is
an

opportunity
to
reclaim
their

lost
social
connecPvity.



Each
is
an
opportunity
to
plug

into
something
bigger
that

makes
them
feel
a
sense
of

belonging
and
significance


Young
girls
in
India
are

       adop;ng
the
symbols
of

success
tradi;onally
associated

  with
their
fathers
as
a
sign
of

  “arrival”
and
empowerment.


  That’s
why
the
most
devoted

  Blackberry
owners
are
Indian

females
‐
in
their
late
teens
and

early
twen;es
‐
those
hungriest

                      for
success.



 Samyak
Chakrabarty
‐
Concrea

KEY
QUESTIONS



To
what
extent
are
you
recreaPng


 the
essence
of
the
Digital
Nabe


       for
this
generaPon?


   How
are
you
helping
them


   reclaim
social
connecPvity


     lost
to
modern
living?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
For
20
years
we’ve
been
training
MBAs
in
concepts
like

“brand
management”
and
all
of
a
sudden,
these
ideas
and

                            skills
are
becoming
worthless.



Just
as
we’ve
moved
from
lifedme
employment
to
lifedme

 employability
our
long
term
security
will
be
based
on
our

      ability
to
shik
the
locus
of
control
from
ownership
to

                                                  facilitaPon

We’re
not
in
the

 business
of
keeping

media
companies
alive,

we’re
in
the
business
of

    connec;ng
our

       customers


Trevor
Edward
VP
Global
Brand

            Nike

KEY
QUESTIONS



Are
you
managing
or
facilitaBng
the
brand?



          Does
your
brand
live
in


          the
“brand
manual”
or


      in
the
acBons
of
your
people?


          Do
you
see
yourself
as


        brand
owner
or
custodian?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
We’ve
grown
used
to
selling

 content
–
some
narraPve

  about
the
brand
that
our

        agency
dreams
up.



       We
now
have
to
start

   thinking
about
Context
–

       how
that
brand
helps

    customers
connect
with

                 each
other

Content
is
only
as
good
as

  the
Context
it
creates

We
need
the
social
currency

you
create
with
your
events,

  projects
and
communiPes

Content
is
easy
to
source

  and
unlimited
in
supply.



      We
need
to
focus
on

          context
because

  reladonships
are
valued

and
limited
by
nature.
The

 best
brands
today
are
the

              also
the
best


         Context
Creators

A
whole
generadon
of
young

people
are
growing
up
who

couldn’t
care
less
about

Nokia.



For
them,
Snake
and
the
3310

mean
nothing.
Concepts
like

Brand
Equity
stand
for
li<le.



Brand
choices
are
shaped
by

the
simple
quesdon
“what

have
you
done
for
me
lately?”

KEY
QUESTIONS



   How
can
you
evolve
from
being


     a
Content
Creator
to
being



         a
Context
Creator?


        What
kind
of
Context


      can
you
create
for
youth


based
on
exisBng
projects
and
assets?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
This
isn’t
about

product
anymore,

it’s
not
important
‐

it’s
about
the

packaging
‐
the

social
packaging.



How
will
you
help

me
belong?
How

will
you
help
me
be

significant?

The
most
powerful
insights

 lie
in
the
success
formula
of

brands
that
have
commodity

   products.
Soda,
aker
all,
is

    just
fizzy
water
and
sugar

             with
a
few
added

                  ingredients.



People
don’t
drink
the
soda,

    they
drink
the
can
–
the

          whole
package
of

               connecPvity.

Don’t
sell


     T‐Shirts


      Sell
a

  community


Give
everyone

       a
voice

Are
you
helping
them
connect
with
each
other
or
are

you
sdll
trying
to
sell
stuff
to
them?

KEY
QUESTIONS



         How
are
you
helping
them


         connect
with
each
other?



           How
are
you
creaPng
a


        plaNorm
for
social
behavior?


     What
could
you
learn
from
brands


            outside
your
category


who
excel
in
the
creaPon
of
social
packaging?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
Spend
a
day
in
their
world
and
things
start
to
make
sense.
You

become
more
confident
about
making
decisions
based
on

customer
insight.
You
rely
less
on
data
and
more
on
insPnct.

How
many
dmes
have
you
sat
in
a
meedng

or
presentadon
when
someone
piped
up
and

talked
about
“my
13
yr
old
daughter”
as
an

example
of
how
mobile
use
is
changing?



The
answers
are
out
there
right
under
our

noses
but
then
we
blindly
go
and
spend
a

fortune
on
useless
Focus
Groups
as
if
that
is

the
“proper”
way
of


generaPng
insights.


When
was
the
last
Pme
you
exchanged
a
day
in
the
office
for

                                  a
day
in
their
Universe?

KEY
QUESTIONS



How
can
you
increase
your
team’s
exposure
to

           their
social
universe?


   Where
would
you
get
your
insights
from


 if
you
didn’t
have
to
rely
on
Focus
Groups?

(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
(Graham Brown mobileYouth) SOCIAL THINKING for MOBILE (Part 2/5 50 key trends in the Youth Mobile Age 2011)
What
Next?

Here’s
a
few
ideas
to
maintain
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
posdng
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

WHAT
ARE
YOU
WAITING
FOR?


DOWNLOAD
ALL
5
PARTS
OF
THIS
200
SLIDE
PRESENTATION

          WWW.YOUTHMOBILEAGE.COM

Download Charts, Data and Stats on
        Youth Mobile Culture
http://www.MobileYouthReport.com

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