Webinar Deck: Mobile marketing for youth markets roundtable Join us for a live discussion in an open roundtable discussion that will explore insights with industry experts on the exciting subject of Mobile Marketing for the Youth Market. We anticipate a lively discussion with a panel of "on the ground" strategists who have hands on experience on campaign deployment targeted at the all-important youth demographics. Our panel will be filled with live audience's questions as well as previously tweeted questions at #iloopmobilewebinar. Panel: Microsoft, Julie Lynn Southard, Group Manager, Xbox Consumer Engagement MMA, Michael Becker, Managing Director, North America One50One Agency, Troy Brown, President iLoop Mobile, Michael Ahearn, VP Strategic Marketing Moderated by Virginie Glaenzer, Director of Marketing iLoop Mobile

1. Mobile Marketing for the Youth Market
iLoop Mobile Roundtable July 7, 2011

2. Roundtable Participants
Michael Ahearn, VP Strategic Marketing, iLoop Mobile
Julie Lynn Southard, Xbox Global Consumer Engagement
Troy Brown, President, One50One
Michael J. Becker, Managing Director Mobile Marketing Association, North America
Moderator: Virginie Glaenzer, Director of Marketing, iLoop Mobile

3. What They’re Doing With Their Phones
All Subscribers 13-24 Index Youth
Youth Universe
Smartphone 33% 38% 115 17.8M
Feature Phone 67% 62% 92 27M
Use apps 39% 50% 130 23.3M
YOUTH ARE
Use browser 40% 54% 136 25M CLOUD PEOPLE!
Use email 34% 41% 121 19.3M
Use SMS for 27% 44% 163 20.1M SMS BRAND
INTERACTIVITY
marketing ALMOST AS
IMPORTANT AS
Access Social 29% 48% 166 22M SOCIAL
or Blog
Watch TV or 7% 11% 165 5.2M
Video
Total mobile subscribers US: 234M
Total Youth Demo 13-24: 44.8M | Percent of Market in Youth Demo: 19%
Comscore 2 month period ending May 2011

4. Generation Text

5. Youth Marketing Concepts
• Two key drivers: the need to belong and the need to be significant
• Content vs. Context:
The king is dead: content | product | technology
Long live the king: context | social | packaging | mobility
• The new consumer (youth) don’t buy things, they buy what things can do for them.
Apply this same concept to your marketing.
ME!
(and my friends)
The Ptolemaic Center of the Universe

6. Making Brand Marketing Relevant to Youth
More than ever, perception is reality. BUT ALSO, REALITY IS REALITY.
In youth parlance, keep it real.
• You can’t fake cool. Don’t be the “awkward dad trying to be hip”. Don’t look desperate
in your social & new media efforts. Be real, “act your age” and play to your strengths.
• Brands need to think creatively and artistically, youth are attracted to quality
communication that is smart and creative.
• Offer real innovation. They relate to and see themselves as innovators, and aspire in
life to do great things. They relate to innovative brands and marketing (Apple/Google).
• Ease off pushing the brand logo. It’s not about you—it’s about them, and who they
relate with (see Naomi Klein’s No Logo). Your brand is your context, not your content.
• There’s zero tolerance for BS. It’s a brand death sentence for the youth market. Be
honest, transparent, authentic and respectful of their intelligence.
• Don’t be a greedy pig (or be perceived as one). Give back, and when you give back
don’t pay lip service to your efforts to be green, support charities etc. If you present
yourself as a “white hat”, live the altruism and make it a real part of your company/
brand culture.

7. 7 J u l y 2 0 11
mobile marketing discussion
addressing the youth audience
iLoop mobile
Julie Lynn Southard | xbox global consumer
engagement
julielynn.southard@microsoft.com

8. Xbox mobile
• www.xbox.mobi
• 22 versions in 19 countries
• Centrally managed
• Xbox LIVE on Windows Phone
• 19 countries
• Mobile games, avatar, friends, etc
• SMS Outbound campaigns
• Cross-Promotion via Partner Sites
• m.microsoft.com; xbl on wp;
facebook.com/xbox, etc…
We are seeing huge increases in our mobile interaction.
Recently notable…crashing the servers during E3….
7 7

9. Why my team’s heart
goes pitter pat…

10. Key challenge –
we know what we don’t know…
• ESRB sets the bar high for us.
• We set the bar higher for
ourselves.
§ We can’t be sure who is on our site
§ Age-gating isn’t enough for us
9

11. Key Guidelines We Use
Don’t assume that because you
have seen it done, you can do it.
Know your cohorts
PCweb, social, email… What policies are
often have different your partners
standards. following?
Sometimes that sucks...
…but drives innovation
Is this a Requirement or a
Recommendation?
Hold to the highest Assume everyone is
standard. underage
Verify against customer data
when possible.
10

12. Michael J. Becker
North America, Managing Director
Mobile Marketing Association
Michael.becker@mmaglobal.com
408.242.5733
How Big Can Mobile Be?
Michael J. Becker
North America, Managing Director
Mobile Marketing Association
Michael.becker@mmaglobal.com
408.242.5733
Mobile Marketing Association

13. Seven hundred plus (700+) members strong, the MMA’ primary focus is to
establish mobile as an indispensable part or the marketing mix.
The MMA works to promote, educate, measure, guide and protect the mobile
marketing industry worldwide.
STIMULATE
GROWTH
REDUCE
FRICTION
PROMOTE EDUCATE MEASURE GUIDE PROTECT
COLLABORATE
www.mmaglobal.com
Mobile Marketing Association

14. § We live in a non-linear world
§ Hitting the mark is getting harder
§ Think mobile first
§ Remember it is about “mobility” – the
“Internet of things”
§ The medium matters in the eye of the
marketer
§ Understand the regulations
§ Have a plan and execute – iteration is key
Mobile Marketing Association

15. The
Youth
Mul;cultural
market
Troy
Brown
President
one50one
Mobile Marketing Association

16. CAUTION:
According
to
the
US
Census,
the
mul;cultural
popula;on
in
the
U.S.
will
be
the
majority
of
the
popula;on
by
2042.
This
cultural
and
demographic
shiR
cannot
be
ignored.
It
is
impera:ve
that
marketers
understand
mul:cultural
iden::es
as
they
become
more
nuanced.
Mobile Marketing Association

17. • OPTIMISTIC
• ASPIRATIONAL
• CONNECTED
• OPEN
TO
CHANGE
Mobile Marketing Association

18. They
Are
The
Most
Diverse
and
Open
Minded
• Ethnically
and
racially
diverse
to
previous
genera:ons
and
more
open
minded
and
open
to
different
cultures.
– Racial
and
ethnic
minori:es
now
account
for
43
percent
of
Americans
under
20.
– Today,
nearly
52%
of
all
US-­‐born
children
have
at
least
one
foreign-­‐born
parent.
Being
bicultural
and
bilingual
is
cool
-­‐
it's
embraced.
• They
are
less
religious
yet
accep:ng
of
others
beliefs
• They
are
on
track
to
becoming
the
most
educated
genera:on
in
US
History
Caucasians
(61%)
La:nos
(19%)
Black
(14%)
Asians
(5%)
Other
(1%)

19. They
Are
Growing
Exponen:ally
And
Have
Great
Influence
on
Purchases
• Even
though
Millennials
are
less
likely
to
be
employed
(63%)
they
are
willing
to
spend
wisely.
– understand
their
value
dollars
and
support
brands
that
they
feel
they
connect
with
them,
empower
them
and
help
support
their
communi:es.
• Mul:-­‐cultural
Millennial
youth
are
also
a[ending
college
more
than
previous
genera:ons
so
they
have
less
discre:onary
income
but
their
influence
is
significant
through
their
networks.
– These
teens
may
not
be
working
as
much
but
they
are
building
rela:onships
and
networks
they
can
leverage
in
order
to
have
access
to
what
they
want/
need.
– Crea:on
by
teenagers
con:nues
to
grow,
with
64%
of
online
teenagers
ages
12
to
17
engaging
in
at
least
one
type
of
content
crea:on

20. Young
Mul:cultural
Consumers
Are
Connected
• Mobile
phones
are
drama:cally
closing
the
digital
divide
– Mul:cultural
online
and
mobile
consump:on
and
spending
habits
are
outdistancing
the
general
almost
2-­‐to-­‐1.
• Mobile
internet
allows
mul:cultural
audiences
to
go
global-­‐
to
access
global
trends
as
well
as
to
set
them
and
spread
them
worldwide
• Mul:cultural
youth
are
tex:ng
more,
have
more
unlimited
data
plans,
download
and
purchase
more
content,
view
more
online
and
mobile
ads,
and
buy
more
high-­‐end
mobile
devices
than
the
general
market.
– Teens
from
lower
income
families
were
more
likely
to
have
more
than
one
cell
phone.
About
one
in
ten
teens
(9%)
from
households
earning
less
than
$30,000
annually
said
they
had
two
phones,
while
4%
of
all
teens
reported
owning
two
phones.

21. Mul:cultural
Youth
Are
“Mobile”
• A
majority
see
their
mobile
phones
as
the
key
to
their
social
life.

22. Thanks for Attending
Visit www.iloopmobile.com to learn how we can help you mobile enhance
your marketing, or sign up for future webinars and roundtables.
Contact sales@iloopmobile.com (408) 907-3360 for help with your mobile
marketing campaigns or initiatives.
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