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Graham Brown of mobileYouth
Under the stewardship of ex Scion COO Jim Farley, Ford has focused on redefining the marketing and product development of the Fiesta. By combining these two often disparate company functions Ford has created a robust Youthsourcing model that challenges traditional concepts of innovation and engagement.
(Graham Brown mobileYouth) How to Youthsource like Ford
1. How toYouthsource
like Plus 7 lessons mobile can learn from
Ford’s social innovation project
Graham Brown!
www.mobileYouth.org
2. 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!
www.mobileYouth.org
3. Since 2009…
under the stewardship
of ex Scion COO Jim
Farley, Ford has focused
on redefining the
marketing and product
development of the
Fiesta. !
!
By combining these two
often disparate
company functions Ford
has created a robust
Youthsourcing model
that challenges
traditional concepts of
innovation and
engagement.
Graham Brown!
www.mobileYouth.org
4. And it works…
But before we get
excited, realize the
success of Ford Fiesta is
not based on Social
Media but on a new
approach to innovation
that employs Social
Media as one tool in its
arsenal of possibility.!
!
Fiesta’s success isn’t
about choices in media
but choices in mindset.
That’s why most
creative agencies will
struggle.
Graham Brown!
www.mobileYouth.org
5. A Journey
Successful innovation
is a journey. Sure you
can employ a “design
agency” and their quick
fixes as they wax lyrical
about the brilliance of
IDEO and Steve Jobs
but ultimately,
innovation – like
evolution – is a slow
process that takes time.!
!
As the Chinese say, !
!
“The best time to plant a
tree is 20 years ago. The
second best time to
plant a tree is today.”
Graham Brown!
www.mobileYouth.org
6. Mobile
Fiesta Movement offers
mobile companies
valuable insights into
how innovation can be
done effectively. !
!
How does Ford engage
customers as partners
rather than
destinations? !
!
Does Ford believe in
“design thinking” and
creative genius or
rather innovation as a
social process?
Graham Brown!
www.mobileYouth.org
8. Change is Out There
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!
www.mobileYouth.org
9. Design Thinking
Social Thinking
Shift
Brand'
We are witnessing a Customer' Friend'
profound shift in the Friend' Friend'
media and innovation Customer' Customer'
Friend' Friend'
landscape. Observers
will look back on this Brand' Friend'
era as media’s own Friend' Friend'
Reformation – a shift in Customer' Customer'
Friend' Friend'
control from monolithic
centralized storytelling Customer' Friend' Friend'
of creative agencies to
individual devolved
narratives. ! Expertise Based! Bottom-Up Model!
! Top-Down Model! Driven by Youth!
Innovation follows suit Driven by “Genius”! Crowdsourced
from outdated models of Design Agencies! Innovation!
“Design Thinking” to Product Management! Innovation is Social !
ones based on Innovation Labs
Brand provides the
grassroots insights.
tools
Graham Brown!
www.mobileYouth.org
10. You’re not selling cars…
Social Packaging
CONTEXT
Your Product
Think of your product as
CONTENT
content and the social
packaging as its context
“The idea of young people buying cars (solely) for cheap transportation just
isn’t true.” Jim Farley, VP Marketing Ford
Graham Brown!
www.mobileYouth.org
11. 7 Reasons Why Mobile
Needs to Youthsource like Ford
Graham Brown!
www.mobileYouth.org
12. 1. Internal Momentum
It’s much easier to steer
a moving bicycle. That’s
why so many
innovation projects are
lost to the machine.
They don’t even take
the first step.!
!
Youthsourcing taps
Beachheads of fans with
ideas and empowers
product development
and brand managers
with invaluable insights
gleaned in-situ. Kill
your focus group.
Graham Brown!
www.mobileYouth.org
13. 2. Shift Risk onto Market
All innovation carries
risk but who said that
risk had to be born by
the brand?!
!
How about shifting risk
onto the customers?
They want to innovate.
They want your
movement. They’ll do it
for free.!
!
Think of all those high
end innovations in
mobile that have gained
brands a reputation for
peddling failed
technologies
Graham Brown!
www.mobileYouth.org
14. 3. Experience not Expertise
Youth discovered
Facebook, SMS, BBM,
mobile music and
Napster amongst other
things. All of these
technologies have
profoundly changed
industries and in some
ways, daily lives.!
!
Design agencies
produce award winning
salad spinners and
logos. Who is better
placed to tell you how to
innovate your product,
really?
Graham Brown!
www.mobileYouth.org
15. 4. Support the High-End
The innovations at the
low end driven by Fiesta
Movement are now
being incorporated into
Ford’s high end models. !
!
One of the reasons
mobile companies fail to
monetize youth is
because they only see
direct revenues. How
could youth innovation
develop more products
like BBM, SMS and
mobile apps to serve
high net worth,
executive users?
Graham Brown!
www.mobileYouth.org
16. 5. Prime the Market
You don’t need a catchy
advertising campaign or
clever drumming monkey
to win young people. They
are out there and they
want your products and
services – you simply
have to let them in.!
!
Youthsourcing is an
opportune method of
building bridges between
walled brands and open
youth markets. It
identifies the hands-up
fans and creates lines of
influence.
Graham Brown!
www.mobileYouth.org
17. 5. cont… Paid vs Earned Media
Paid'Media' Earned'Media'
Approach' Media'buy' Lines'of'influence'
Tac2cs' Celebrity,'big'idea,' CoJcrea2on,'fanspoKng,'
sponsorship' youthsourcing'
Impact' Short'spike' Long'term'organic'
Spread' 100%'of'market' 10%'beachhead'
Measure' Awareness,'top'of'mind' Recommenda2on'&'EMIs'
Engagement' Like'the'brand' Love'the'brand'
Decision'process' Which'media'to'buy?' Which'fans'to'engage?'
The media landscape is changing. Get on board
Graham Brown!
www.mobileYouth.org
18. 6. Innovation is Marketing
“Guess what I was doing
this weekend?”!
!
Engaging youth as
partners in the
programme also primes
the cocreators of
innovation as key
marketers. You have just
empowered them with
social currency to
communicate with their
peers. !
!
Which Facebook update
are they going to pay
attention to? Lady Gaga’s
or their best friend’s?
Graham Brown!
www.mobileYouth.org
19. 7. The Creative Yoke
Many mobile brands are
being punished for their
association with a creative
agency model that is broken.!
!
Most agencies want you on
social media but they still
want to tell the brand story.
It’s new media but business
as usual. Your money helps
them win awards. Why
change that?!
!
Developing your own asset
with or without the agency is
key to brand freedom in
marketing and product
development.
Graham Brown!
www.mobileYouth.org
23. 1. Think Long Term
Relationships take time
Ford launched Fiesta Movement in 2009
2 years before the slated arrival of the Fiesta in the US
Traditional “campaign” based approaches do not develop relationships
Flickr'the_yes_man'
Graham Brown!
www.mobileYouth.org
24. Customers are the brand
Brand management is old school
2. Cede Control
What they say is more important than what we say
Fiesta Movement put youth in the driving seat
Graham Brown!
www.mobileYouth.org
25. 3. Allow your team to say
“I don’t know”
Curate don’t Innovate
Answers don’t lie within
Leverage your “department of great ideas”
Replace the culture of fear with one of curiosity
Ford understood they didn’t know
so approached students for the ideas
Graham Brown!
www.mobileYouth.org
26. 4. Identify your Beachhead
Sell to the sold
Don’t waste energy on engaging the whole market
Engage the fans who already sold on your ideas and products
Youth attention is your biggest cost
Ford identified techie college students as cocreators of innovation
Graham Brown!
www.mobileYouth.org
27. 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!
www.mobileYouth.org
29. 5. Create a Social Space
House your dialogue
Fiesta Movement, App Developer Challenges
Provide a platform to help youth connect with each other
Focus on many-to-many not one-to-one
Graham Brown!
www.mobileYouth.org
30. 6. Make Innovation Open
The barrier to entry has changed
USPs are not based on secrecy and codenamed projects
Build barriers through brand advocacy not control
Graham Brown!
www.mobileYouth.org
31. 7. Tell Their Story not Yours
It’s not how you tell the story
…it’s who’s telling it that counts
Youthsourcing is a journey that treats youth as partners in production
…not destinations for marketing messages
Graham Brown!
www.mobileYouth.org
32. josh.dhaliwal@mobileyouth.org
UK: +44 20 3286 3635
North America: +1 646 867 3635
Start Here…
South Africa: + 27 11 08 3635 1
Asia: +852 8176 3650
Graham Brown!
www.mobileYouth.org
33. 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
34. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001