8. One‐to‐One
vs
Many‐to‐Many
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9. One of the most feared and
Flickr decade_null commonly meted punishments in our
society is the isola7on and
segrega7on of offenders.
Both Amnesty Interna7onal and
Human Rights Watch have
condemned “solitary confinement” as
inhumane and tantamount to
psychological torture.
Isola7on and Segrega7on may sound
barbaric but they have become the
misguided endgames of digital
marke7ng.
10. Nobody wants to be alone…
For many young people, being
ostracized from the group is a
fate worse than death itself.
We are driven by a social survival
mechanism that compels us to
connect – from inves7ng 20
billion hours in Facebook every
year to discovering SMS – we are
constantly searching for ways to
belong and be significant.
We fear the “one”
and crave the “many”
– this is our human nature
12. What is The Youth Mobile Age? Graham Brown
mobileYouth
If you want to know how it’s going to be GrahamDBrown.com
tomorrow, look at how it is today with young
people. World over we see future usage paUerns,
business models and technologies being
explored, adapted and refined by youth. Where
would we be without SMS, BBM, Facebook and
MP3s? Youth discovered them first.
In this 5 part series I’ll share with you those
ideas and insights gained from the frontline
with a liUle help from some industry friends.
We share with you ideas that will shape the next
decade.
13. Muhammad Faisal – Youthlab Indonesia
29 Contributors & Ngaruiya Githegi – Teenwise Media
Thought Leaders Seth Godin ‐ Author
Andrew Grill – Digital strategist
Bernard Hor – Summer Sands Malaysia
In this 5 part series we share quotes Tony Hsieh – Zappos
and ideas from the following youth Marc Kornberger – Student Village
marketers, media and mobile experts: Andrew Mackinnon – Taboo
Kenichi Nakaya – Trimtab
Mikko Ampuja – 1530 Research Jake Nickell ‐ Threadless
Freddie Benjamin – mobileYouth Marlon Parker ‐ RLabs
Graham Brown – mobileYouth Jan Rezab – Candy Tech/Social Bakers
Ian Calvert – Instant Grass BreU St Clair – Google SA
Ged Carroll – Ruder Finn Kaustav Sengupta – Ingene
Samyak Chakrabarty ‐ Concrea Julia Shalet – Digital Youth Project
Joseph Ciprut – Youtholding Kei Shimada – Infinita
Andres Colmenares – WabiSabi Lab Ian Stewart ‐ Converse
Vipe Desai – Monster Energy & IMG Peter Van Stolk – Jones Soda
Trevor Edward ‐ Nike Ian VoUeri – Valeroj
14. Trend #31
Why Many‐to‐Many Maers
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17. One to Many One to One Many to Many
Circa 1950‐1990 1990‐2010 2011 onwards
How to build Assign media budget Op7mize media spend Create plamorms that
your brand? to agencies to buy through segmenta7on help customers connect
media space. and targe7ng with each other
Develop “Big Idea”
How to Focus Groups Listening. CRM. Company is part of
interact with Surveys. community. Dialogue
customer? Ques7onnaires.
What defines Brand planning. Brand planning. Customers are the brand
brand? Agency “Big Idea” Agency “Big Idea”
What is the Create clever or Profile customers. Set the tone. Lead the
company’s funny content to get Develop targeted community. Step back
role? people talking messaging based on and let customers get on
profile match with it
Who were Pepsi, Levi’s, Sony Amazon, Nokia, O2 Ford, Jet Blue, Monster,
the winners? Threadless, Safaricom
36. Trend #36
Customer Service isn’t a Department
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37. Great brands aren’t the product of great
ideas but great people.
People who care.
People passionate about
customers not strategies.
People who don’t
see customer service
as a cost center
but their
best
markeDng
strategy
41. Trend #37
Permission Assets
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42. Without excep7on, long term wealth is created through investment.
We buy assets that appreciate in value. When agencies talk of
“adverDsing ROI” it’s a myth; talk to an investor about an asset that
loses all value in 6 months and they’d laugh in your face. “Return on
Spending” yes but not investment. Investment means building
Permission Assets – projects, communiDes and events that outlast
campaigns and con7nue to work for you even while your team sleeps