Weitere ähnliche Inhalte Mehr von Graham Brown (20) Kürzlich hochgeladen (20) mobileYouth trends download: Are Teens Leaving Facebook?1. !
!
Facebook:))
Are)Teens)Fleeing)Social)Media?)
)
)
)
The)3)Stages)of)Youth)Social)Media)and)what)you)need)to)know:)
)
With! Facebook’s! impending! IPO! there! is! a! lot! of! talk! in! the! blogosphere! about!
whether! the! phenomenal! rise! to! prominence! can! continue! ad! infinitum.! Teens,!
we!are!warned,!may!be!the!first!group!of!users!to!jump!ship.!If!this!is!the!case,!
then!investors!are!worried!that!growth!is!already!priced!into!the!share!offer!and!
we’ll!end!up!with!a!company!that!has!peaked!by!the!time!it!goes!public.!
!
Before! we! start! the! handHwringing! for! Facebook’s! demise! we! need! to! first!
understand! what’s! going! on.! Because! Teens! are! becoming! less! prominent! on!
Facebook! doesn’t! mean! they’re! not! there.! What’s! happening! is! that! media! is!
entering! its! 3rd! stage! of! development:! from! Closed! to! Open! to! the! equilibrium!
position! of! “Discrete”.! In! this! model,! marketers! are! being! shut! out! of! open! real!
world!interactions.!The!traditional!broadcast!model!that!leveraged!Social!Media!
as!a!platform!for!greater!scale!is!now!hitting!a!brick!wall!of!silence.!That’s!why,!
most!mainstream!media!pundits!that!don’t!get!it,!take!the!silence!as!a!sign!that!
youth!have!fled!to!“the!next!big!thing”.!
!
Winning! youth! attention! in! the! 3rd! stage! of! media! requires! earning! rather! than!
buying! media! space.! In! this! instance,! mobile! brands! need! to! build! Permission!
Assets! to! house! youth! conversation.! This! means! building! the! tools! and!
supporting!not!interrupting!youth!social!interaction.!!
mobileYouth!–!youth!mobile!culture!since!2001!!
!
!
2. !
!
Has) Marketer’s) Social) Media) Window) on) Youth) now)
Closed?)
!
Article!from!Forbes!
!
It! was! reported! earlier! this! week! that! for! a! second! month! in! a! row!
Facebook! is! losing! users! in! the! U.S.,! Britain! and! Canada.! ! The! news! has!
investors,! advertisers! and! media! companies! all! scratching! their! heads!
simply!because!it’s!so!unusual.!We’ve!all!been!following!the!meteoric!rise!
of!Facebook!for!just!over!seven!years!now,!and!the!thought!of!it!slowing!
down!is!a!very!difficult!idea!to!digest.!
!
A! closer! look! at! Facebook’s! global! usage! shows! that! it’s! actually! still!
growing! quite! quickly! in! other! countries! (Mexico! and! Brazil! continue! to!
add! a! few! million! new! users! per! month);! and! the! fact! that! it! has! yet! to!
enter! China,! the! country! with! the! largest! population! of! all,! should! be! an!
indication! that! it! ise! nowhere! near! the! end! of! its! reign.! ! It! is! very! likely!
that!sometime!shortly!after!its!rumored!hundred!billion!dollar!IPO!in!the!
first!quarter!of!next!year!it!will!find!its!billionth!user.!
!
That! said,! there! is! one! simple! rule! that! we! all! need! to! remember! as!
Facebook! navigates! beyond! the! plateau! in! growth! in! the! U.S.:! Kids! don’t!
want!to!be!friends!with!their!parents.!!It’s!a!sad!thought!certainly,!and!it!
looks! worse! in! print! than! in! reality.! ! Many! kids! have! great,! honest,!
trusting! relationships! with! their! parents.! ! But! when! it! comes! to! your!
personal!social!graph,!at!some!point!during!the!teen!years!you!realize!that!
you! need! your! space—and! Facebook! is! taking! that! space! away! from!
American!kids!by!serving!up!access!to!their!thoughts,!comments,!photos!
and!friends!.!.!.!to!their!parents.!
!
Early! adoption! of! free! technology! is! almost! always! driven! by! young!
people.! ! Whether! it’s! peerHtoHpeer! file! sharing,! textHmessaging,! instantH
messaging! or! even! Tweeting,! the! young! grasp! these! technologies! more!
quickly! and! more! willingly! than! adults! do.! ! And! that! technology! gap!
between! kids! and! parents! is! a! big! reason! for! the! rapid! adoption.!!
Teenagers! and! young! adults! love! it! when! they! find! a! new! way! to!
communicate! that! their! parents! don’t! get! and! don’t! want.! ! Hence! the!
myriad!translators!online!that!help!parents!better!understand!what!their!
kids!are!typing!into!their!mobile!phones.!
!
!
!
!
mobileYouth!–!youth!mobile!culture!since!2001!!
!
!
3. !
!
Closed,)Open)and)Discrete:)The)3)Stages)of)Media!
Have!Teens!really!fleed%Facebook!or!are!they!simply!fleeing!the!marketers?!
!
Before! Social! Media,! communication! with! youth! was! a! controlled! environment!
based!on!ownership!and!access!to!closed!media!–!TV,!radio,!print,!broadcast.!The!
advent!of!Social!Media!created!an!Open!landscape;!everyone!friended!everyone.!
Youth!friended!brands!on!Facebook.!Youth!followed!everyone!on!Twitter.!While!
the! zeitgeist! of! “anything! goes”! opened! a! window! for! marketers,! the! cost! of!
managing!noise!and!irrelevance!eventually!forced!youth!to!turn!to!Discrete!social!
media.!Increasingly,!we!are!entering!stage!3!of!Media!growth!–!social!networks!
based! on! formats! that! mirror! the! real! world.! People! interact! with! realHworld!
friends!more,!strangers!less.!These!Discrete!networks!may!appear!to!marketers!
as!invisible!because!they!are!not!party!to!real!world!interactions.!In!that!respect,!
it! may! appear! that! “teens! are! fleeing! Facebook”.! They’re! not,! they’re! simply!
fleeing!marketers.!
!
!
)
) )
mobileYouth!–!youth!mobile!culture!since!2001!!
!
!
4. !
!
Permission)Assets)key)to)participation)in)Discrete)Social)
Media)
)
Taking! part! means! providing! a! home! for! the! conversation.! You! can’t! buy! your!
place! in! their! conversations! anymore,! you! have! to! earn! it! and! providing! a!
platform!is!key!to!acceptance.!A!“home”!can!be!an!online!community,!a!project,!a!
cause! or! an! event.! We! call! these! Permission! Assets! because,! like! assets,! they!
grow!in!value!–!they!don’t!disappear!as!soon!as!the!campaign!runs!out.!
!
How)Boost)and)Orange)used)Permission)Assets)to)Engage)Youth!
Boost! Mobile! Orange! successfully! employed! Permission! Assets! to! earn! their!
place! in! youth’s! Discrete! Social! Media.! By! engaging! youth! in! meaningful! social!
programs! Orange! and! Boost! Mobile! were! able! to! create! a! home! for! youth! to!
interact!with!each!other!–!a!Social!Space.!Orange!and!Boost!weren’t!focused!on!
trying!to!manage!the!Shared!Experience!themselves,!they!understood!that!youth!
were!better!at!doing!this.!The!operator’s!role!is!to!provide!the!platform!and!the!
tools,!let!youth!do!what!they!do!naturally!–!tell!their!story!and!spread!the!word.!!
!
)
)
)
mobileYouth!–!youth!mobile!culture!since!2001!!
!
!
5. 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
6. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001