Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
MOBILEYOUTH
MOBILEYOUTH
MOBILEYOUTH
MOBILEYOUTH
ickr: austinanomic
4
MOBILEYOUTH
#5 90-10 Rule
Focus on the 10% (the fans) that influence the 90% (the mass market). In the modern Attention Economy, youth are more influenced by the Earned Media of these vocal influencers.
MOBILEYOUTH
#6 Age of Differentiation
Between 2000 and 2009, mobile brands employed Creative Agencies to differentiate their products based on features and tariffs. This Big Idea Marketing approach no longer works in the current Age of Discovery.
MOBILEYOUTH
#7 Age of Discovery
In todays mobileYouth Economy, youth are discovering products without the help of agencies. Change Agents replace media as the key market Influencers. In the Age of Differentiation, Creative Agencies manufactured Context through a brand story known as the Big Idea. In the Age of Discovery, youth define their own context by discovering the Social Currency in the product.
MOBILEYOUTH
#8 Anti-Social Business
The Loudspeaker (broadcast) model of Customer Experience Customer Service, Marketing and Innovation was popular during the Age of Differentiation but is increasingly ineffective in the Age of Discovery. Company culture is focused on short-term results exerting Cultural Pushback when required to change.
MOBILEYOUTH
#9 Arrival
Disruptive Divas co-opt brands of the establishment e.g. Blackberry, Burberry and Louis Vuitton as milestones of social success. In periods of social change, particularly when the change is experienced by youth and/or gender, people seek out Social Tools to both reclaim Social Space and demonstrate social Arrival.Arrival behavior is common in emerging markets and minorities in developed markets.
MOBILEYOUTH
10
MOBILEYOUTH
MOBILEYOUTH
12
#12 Beachheads
Build your fans a home: community, project or cause. House the Dialogue and allow them to create their own Context. Connect them with each other and step back.
MOBILEYOUTH
13
#13 Belonging
One of the 2 Key Drivers of Youth Behavior. Youth want to belong to something - peer group, subculture, movement or team. Belonging is most prominent in younger segments - teens and into early student life - before fading in young adulthood.
MOBILEYOUTH
14
MOBILEYOUTH
15
MOBILEYOUTH
16
MOBILEYOUTH
ickr: austinanomic
17
MOBILEYOUTH
18
MOBILEYOUTH
ickr: chicagolau
MOBILEYOUTH
20
MOBILEYOUTH
21
#21 Churn
n the mobileYouth Economy, Retention is the new acquisition. Churn is the mother of all costs. Companies with low loyalty rates (often Anti-Social Businesses) will have the lowest operating margins, the lowest Influence and the lowest usage levels for new product launches.
MOBILEYOUTH
22
#22 Co-Creation
If youth arent part of the process you might as well throw your marketing budget down the drain. The further upstream you can involve youth in your product development and marketing process the more effective it becomes.
MOBILEYOUTH
ickr: comeeyecontact
23
MOBILEYOUTH
#24 Content
The physical and logical element of a product, company message and brand. Without Context, Content has no meaning. In the Age of Discovery, where meaning is created by customers, Content such as design, advertising and product features is less important than the ability of this Content to help the customer tell their own story.
MOBILEYOUTH
25
#25 Context
Youth dont buy stuff, they buy what stuff does for them. The what stuff does for them is Context - the social benefit of a Social Tool (the product, its story and usage behaviors). Value is a function of the Social Currency a Social Tool creates. In the Age of Differentiation, Creative Agencies created Context (the Big Idea). In the Age of Discovery, the key storytellers in the mobileYouth Economy are the Change Agents.
MOBILEYOUTH
ickr: adactio
26
MOBILEYOUTH
ickr: alvazer
27
#27 Co-Option
When youth take ownership of the product and brands narrative. In emerging markets we see Co-Option in the way Disruptive Divas adopt Social Tools like the Blackberry (their dads phone) and turn it into a symbol of Arrival. Other examples include Cashless Innovators rediscovering Refurbished Tech (e.g. fixie bikes, analogue cameras etc)
MOBILEYOUTH
MOBILEYOUTH
29
#29 CRM
A strategic tool favored by Anti-Social Business to interact with customers. CRM seeks to isolate customer relationships on a One-to-One model of interaction where what youth really want is the Manyto-Many connections afforded by Social Business.
MOBILEYOUTH
30
ickr: beretclaire
MOBILEYOUTH
31
Contact us for report, workshops, webinars and more: Josh Dhaliwal Director, mobileYouth http://www.mobileYouth.org http://www.mobileYouthReport.com josh.dhaliwal@mobileyouth.org Tel: +44 203 286 3635 Mob: +44 7904 200 513
MOBILEYOUTH
ickr: asleeponasunbeam
32