by Graham Brown mobileYouth part of the 101 series http://www.mobileyouthreport.com/101

1. 10 Key!
Youth Marketing
Concepts Explained
by Graham Brown
mobileYouth
Graham Brown"
mobileYouth

2. #01$
Social Packaging
CONTEXT
Your Product
CONTENT
Think of your product as content and the
social packaging as its context "
"
Now think of ways to increase the value
of the context and reduce the cost of
the content
Graham Brown"
Graham Brown www.allissocial.com
mobileYouth

3. #02$
Early" Late
Students
Young
Teens
Teens
Adults
Need to belong"
(Peer group
reinforcement)
Underpinning all youth behavior are
2 timeless drivers
Need to be significant"
(Status)
Graham Brown"
mobileYouth

4. #03$ The Social Thinking Pyramid
Innovation &
Influence
Change
Cultural Hacking &
Youthsourcing
Optimization of products Positive"
and marketing
Deviance
Day to day brand
Value derived from
Social Currency
interaction
products
Fundamental
drivers, mirror
Social Survival
neurons
Graham Brown"
mobileYouth

5. #04$ The rising cost of youth attention
attention
Supply of
Demand
Demand
Demand
1990
1970
2010
As demand for youth attention
increases (multiple media channels,
increasing number of messages) and
supply (24hrs a day) remain fixed, the
price increases exponentially
Youth Attention You$
are$
Price 2010
Here$
Youth Attention
Price 1990
Youth Attention
Price 1970
Graham Brown"
mobileYouth

6. #05$ Paid vs Earned Media
Paid$Media$ Earned$Media$
Approach$ Media$buy$ Lines$of$influence$
Tac8cs$ Celebrity,$big$idea,$ Co>crea8on,$fanspo?ng,$
sponsorship$ youthsourcing$
Impact$ Short$spike$ Long$term$organic$
Spread$ 100%$of$market$ 10%$beachhead$
Measure$ Awareness,$top$of$mind$ Recommenda8on$&$EMIs$
Engagement$ Like$the$brand$ Love$the$brand$
Decision$process$ Which$media$to$buy?$ Which$fans$to$engage?$
Graham Brown"
mobileYouth

7. #06$ Brand Management vs Brand Democracy
Brand$Management$ Brand$Democracy$
Our$role$ Manage$and$protect$brand$ Custodians$of$brand$
Tools$ Adver8sing,$new$media$ Permission$Assets$
Win$youth$aQen8on$ Buy$it$ Earn$it$
Tac8cs$ Mass$marke8ng$ Fanspo?ng$
Metaphor$ Ge?ng$elected$ Nurturing$love$
Planning$ Spend$budget$ Invest$budget$
Innova8on$ Product$development$ Youthsourcing$
Narra8ve$ Tell$the$brand$story$ Help$youth$tell$their$story$
View$customers$as$ Des8na8ons$ Partners$
Point$of$sale$ Marke8ng$ends$here$ Marke8ng$starts$here$
Brand$measure$ Reach$ Influence$
Insights$ Focus$groups$ The$field$
Graham Brown"
mobileYouth

8. #07$ WHY AWARENESS MEANS NOTHING
Sell to the sold
BEACHHEAD
The “Sold”"
Fans who love
your product
already and
MASS MARKET
want to get
The “Unsold”" involved
Customers and
prospects who are
aware of and like
your product
Graham Brown"
mobileYouth

9. #08$ Customers vs Fans
Customers$ Fans$
Defini8on$ People$who$buy$ People$who$recommend$
Measure$ Sales,$awareness$ Recommenda8on$
Rela8onship$ Like$brand$ Love$brand$
Market$composi8on$ 100%$of$market$ 10%$beachhead$
Iden8fica8on$ Difficult$to$iden8fy$ Hands>up$individuals$who$
want$to$get$involved$
Customer$influence$ 1:1$ from$10:1$to$100:1$
Other$net$benefits?$ Size$of$market$ Lower$SACs$
Agencies$trained$on$model$ Lower$Account$Mgt$Costs$
Educate$other$customers$
Responsive$to$PR$&$Mktg$
Graham Brown"
mobileYouth

10. #09$
Traditional" Youthsourcing
Top-Down Innovation
Bottom-Up Innovation
driven by focus group driven by front line
insights and product insights, usage ethnography
development department
and youth dialogue
Graham Brown"
mobileYouth

11. #10$ Design vs Social Thinking
Design$Thinking$ Social$Thinking$
Source$ Brilliant$Design$ Posi8ve$Deviance$
Innovators$ The$skilled$few$ The$unskilled$mass$
Innova8on$is$ Something$you$pay$for$ Already$out$there$
Players$ Agencies,$consultants$ Your$customers$
Typical$case$study$outputs$ A$cleverly$designed$ SMS,$BBM,$Facebook,$
vacuum$cleaner$ Ringtones,$MP3s,$Mobile$
Music$
Market$research$ Designer$looks$in$mirror$in$ Ac8ve$dialogue$and$
the$morning$ immersion$in$the$field$
Graham Brown"
mobileYouth

12. Graham Brown
mobileYouth
"
Since 2001, mobileYouth
has been helping
companies build bridges
with the youth market."
"
Graham is a regular
industry commentator on
youth media and
marketing and has
appeared on CNN, CNBC
and in the FT, WSJ and
Sunday Times
Graham Brown"
mobileYouth

13. THE MOBILEYOUTH 2013 REPORT
Want more trends?
MOBILEYOUTH
youth marketing mobile culture since 2001

14. 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

15. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001