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PART
4/5

  THE

 YOUTH

 MOBILE

  AGE

A
quick
overview…


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But
first,
a
few
quesDons
that
have
got

                  me
thinking…





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What
drives
us?

What
is
our
social
nature?

What
defines
our
personal
story?

…and
where
does
markeDng
fit
in?

One‐to‐One

                             vs

                        Many‐to‐Many





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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.



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

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outdated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.

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.

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

Trend
#31


             Why
Many‐to‐Many
Maers





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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

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

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

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

Trend
#32


                        Liked
vs
Loved





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If
your

customers

  like
you,


be
afraid…


    be
very

      afraid

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

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?

With
so
much
choice,
why
sele
for
the
thousands
of
brands

      we
could
“like”
when
there
is
one
that
we
could
love?

Great
brands

are
passionate
about

share
of
customer

not
share
of


market

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

Untargeted
adverDsing,
be
it
“digital”
or
“tradiDonal”
can

   alienate
fans
because
it
treats
everyone
the
same

Trend
#33


         RetenDon
is
the
New
AcquisiDon





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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.


In
the
Era
of
Many‐to‐Many

RetenDon
is
the
new
AcquisiDon

Delight
me
and
I’ll
tell
8.3
of
my
friends

         SaDsfy
me
and
I’ll
leave
you…

Trend
#34


               Loyalty
is
a
Social
Process


                   not
a
Programme





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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.

“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


Trend
#35


          Churn
is
the
Mother
of
All
Costs





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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

Trend
#36


      Customer
Service
isn’t
a
Department





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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

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

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

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.

Trend
#37


                     Permission
Assets





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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

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

Build

an

army

of

fans

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.

Every
fan
has
a
passion

The
worst
place
to
find
it
is
in
a
Focus
Group

             Build
a
dialogue

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


Don’t
sponsor…

Create

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?”

Create

something


Fall
in
love

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

Don’t
fall
in
love
with
your
product,
fall
in
love
with

         what
your
product
does
for
people

Build
your
fans
a
home

Create
tools
that
connect
not
campaigns
that
isolate

Trend
#38


                     Social
Movements





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(Graham Brown mobileYouth) The Era of MANY-TO-MANY (Part 4/5 50 key trends in the Youth Mobile Age 2011)
Create
a
movement
to
outlast
the
ad
campaign

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.


Trend
#39


                          Beachheads





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In
the
Era
of
Many‐to‐Many
there
is
only
1
markeDng
rule:


           Delight
your
fans…the
rest
is
mere
detail

Focus
more
on
the
10%
and
less
on
the
90%.
The
90%
don’t

  pay
aenDon
to
you
anyway.
They’re
watching
the
10%

Build
Beachheads.
Give
your
Fans
something
to
care
about…

The
extreme

influences

the


core

Trend
#40


                           Fanspodng





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Embrace

To


Engage

Selling
to
people
who
actually
want

  to
hear
from
you
is
more
effec:ve


    than
interrup:ng
strangers
who

                               don’t



                          Seth
Godin

Fans
need
you

as
much
as
you

   need
them…

Fans
need

the
direcDon

 your
brand

 can
provide


How
are
you

  leading

   them?

The
difference
between
Ipod
and
Zune
is
fans

We
didn’t

have

customers,

we
had
fans


Vipe
Desai

(ex
head
of
ac7on

sports
Monster

Energy)

Inside
every
customer
is
a
fan
waiDng
to
get
out

Not
all
fans
look
like
this..But
all

fans
share
the
same


social
needs

Fans
are
easily

  recognized
by

 their
peers
but

onen
ignored
by


         brands

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

If
you
don’t
know
who
your
fans
are…


              you
just
have
customers

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

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.

WHAT
ARE
YOU
WAITING
FOR?


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