MobileYouth Economy 100 Trends for 2012 Part 1

7/31/2019 MobileYouth Economy 100 Trends for 2012 Part 1

http://slidepdf.com/reader/full/mobileyouth-economy-100-trends-for-2012-part-1 1/32

100 Trends that define Youth Mobile Culture in 2012

flickr: whatmegsaid

Part 1: 1-30

Discover the all new mobileYouth Report 2012

1

http://www.mobileyouth.org/report/




flickr: Andrew Stawarz

2 Key Drivers of Behavior

How will you help me belong?

How will you help me be significant?These are the questions young customers are asking of you.

Answer these questions and all else becomes detail.

#1


2





3H (Homes, Hangouts, Hideouts)

#2

In the mobileYouth Economy insights are a function of socialContext. Market research “communities” aren’t the answer.

If you survey or study youth outside of the 3H you end upwith artificial results. Real insight comes from immersingresearch in the context of real world peer group dynamics.


3





flickr: austinanomic

3 Key Change Agents

#3

Not every young person across all age groups and gender differences isactively optimizing products and services to enable their social lives.A small group of young people sets out to discover social currency. Wecall them Change Agents. They are the 10% of the mobileYouthEconomy that influence the remaining 90%. The 3 Key Change Agentsare Teenage Pirates, Cashless Innovators and Disruptive Divas.


4






flickr: alex e proimos

3 Key Pain Points

#4

Isolation, Risk and Loss of Control. Pain Points are the keydrivers of Youth Churn and prerequisites of negative Shared

Experiences. The 3 Key Pain Points drive customer churn in theyouth market. Minimizing the 3 Key Pain Points is a key youthacquisition and retention strategy in the mobileYouth Economy.


5






90-10 Rule

#5

Focus on the 10% (the fans) that influence the 90% (the massmarket). In the modern Attention Economy, youth are moreinfluenced by the Earned Media of these vocal influencers.


6





Age of Differentiation

#6

Between 2000 and 2009, mobile brands employed Creative Agencies todifferentiate their products based on features and tariffs. This Big IdeaMarketing approach no longer works in the current Age of Discovery.


7





Age of Discovery

#7

In today’s 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 Contextthrough a brand story known as the Big Idea. In the Age of Discovery, youthdefine their own context by discovering the Social Currency in the product.


8






Anti-Social Business

#8

The Loudspeaker (broadcast) model of Customer Experience -Customer Service, Marketing and Innovation – was popular during

the Age of Differentiation but is increasingly ineffective in theAge of Discovery. Company culture is focused on short-termresults exerting Cultural Pushback when required to change.


9






Arrival

#9

Disruptive Divas co-opt brands of theestablishment e.g. Blackberry, Burberry and LouisVuitton as milestones of social success. In periodsof social change, particularly when the change isexperienced by youth and/or gender, people seek

out Social Tools to both reclaim Social Space anddemonstrate social Arrival.Arrival behavior iscommon in emerging markets and minorities indeveloped markets.



10







Attention Economy

#10

In communicating with youth,

attention is your biggest cost. In themodern Attention Economy, youcannot buy youth attention anymore,you need to earn it. No more “bigidea”.


11






Authority Gradient

#11

The Authority Gradient is the distancebetween decision makers and insight.

Companies that rely on design andCreative Agencies, rather thanImmersion research, for their mainsource of insight have steep AuthorityGradients that expose them to error.Steep Authority Gradients arecommon in Anti-Social Business.


12






Beachheads

#12

Build your fans a home: community, project or cause.House the Dialogue and allow them to create their ownContext. Connect them with each other and step back.


13

fli k li b h h d





flickr: elizabeth hudy

Belonging

#13

One of the 2 Key Drivers of Youth Behavior. Youth want tobelong to something - peer group, subculture, movement orteam. Belonging is most prominent in younger segments - teensand into early student life - before fading in young adulthood.


14







The End of Big Idea

#14

The traditional method of marketing and design thinking. ACreative Agency pitches the Big Idea to the brand as a story tocreate new Context for the product. Big Ideas are centralized,requiring extensive investment of resources. Big Idea marketing

leads to Anti-Social Business. Loudspeaker marketing overridesthe customer’s own narrative and alienates key influencers.


15

fli k d il






flickr: dene miles

Bottom-Up Model

#15

The d i rect ion of CustomerExperience - Customer Service,P r o d u c t D e v e l o p m e n t a n dMarketing. In the Bottom-Upmodel, experience begins at the

grass-roots, with the customer andtreats youth as partners ratherthan Destinations.


16






flickr: austinanomic

Brand Ambassador

#16

Brand Ambassadors were conceivedby creative agencies in an attemptto reach out to young people andgenerate earned media for brands.

A Brand Ambassador programfocuses on paying young people totalk distribute freebies to friends.Most brand ambassadors tend to becollege students who join theprogram to add to their resume.

Brands need a Fan Engagementprogram where they identify andengage fans who love the brand.


17






Brand Democracy

#17

Are you using new media to findnew way to tell your brand story orare you using it to help customerstell theirs? When youth look atyour marketing the questionthey’re asking is “where am I inthis story?” Brand democracymeans empowering youth to telltheir story.


18






flickr: candida performa

Brand Heatmap

#18

Visual dashboard of the mobileYouth SMART indexused for predictive planning. The Brand Heatmap

shows where mobile brands have their strongestpockets of influence within the youth market.


19

flickr: chicagolau






Brand Management

#19

Old school marketing popular in theAge of Differentiation. Telling thebrand story in a big way using the Big

Idea. Using new media to expand thebrand’s reach and awareness ratherthan empowering youth with BrandDemocracy.

flickr: chicagolau


20






flickr: aramolara

Cashless Innovators

#20

One of the 3 Key Change Agents in the mobileYouthEconomy. Mostly college/university age students.Cashless Innovators form niche social groups with aknowledge barrier to entry. Cashless Innovators aremajor contributors to the mobileYouth Economy in

product development - SMS, Facebook, MP3s - andare key targets for Social Business partnerships.


21






Churn

#21

n the mobileYouth Economy, Retention isthe new acquisition. Churn is the motherof all costs. Companies with low loyaltyrates (often Anti-Social Businesses) willhave the lowest operating margins, thelowest Influence and the lowest usagelevels for new product launches.


22






flickr: comeeyecontact

Co-Creation

#22

If youth aren’t part of the process you might aswell throw your marketing budget down thedrain. The further upstream you can involveyouth in your product development andmarketing process the more effective it becomes.


23







Cognitive Surplus

#23

From Clay Shirky. In the digital era, people now have the

ability to contribute meaningfully to projects, products andmarketing. This means we operate a Cognitive Surplus of ideas, influence and innovation that can be harnessed bySocial Businesses that harness Partnership with customers.


24






Content

#24

The physical and logical element of a product, company messageand brand. Without Context, Content has no meaning. In the Age of Discovery, where meaning is created by customers, Content such asdesign, advertising and product features is less important than theability of this Content to help the customer tell their own story.


25






flickr: adactio

Context

#25

Youth don’t buy stuff, they buywhat stuff does for them. The“what stuff does for them” isContext - the social benefit of aSocial Tool (the product, its storyand usage behaviors). Value is afunction of the Social Currency aSocial Tool creates. In the Age of Differentiation, Creative Agencies

created Context (the Big Idea). Inthe Age of Discovery, the keystorytellers in the mobileYouthEconomy are the Change Agents.


26






flickr: alvazer

Contextual Deficit

#26

In the mobileYouth Economy, Context is in shortsupply. We have an excess of Content and areliance on the Big Idea to fashion the Contentinto meaning but little meaningful Context. SocialBusinesses that allow customers to tell their own

story with the product aim to rebalance theDeficit and create a Contextual Surplus.


27






flickr: Ferrari caballos fuerza cerebro Humano

Co-Option

#27

When youth take ownership of the product andbrand’s narrative. In emerging markets we seeCo-Option in the way Disruptive Divas adoptSocial Tools like the Blackberry (their dad’sphone) and turn it into a symbol of Arrival.

Other examples include Cashless Innovatorsrediscovering Refurbished Tech (e.g. fixie bikes,analogue cameras etc)


28






Creative Agencies

#28

Traditionally the font of Big Ideas.Being geared towards the Age of Differentiation, Creative Agencies

struggle with the Age of Discovery.Typically, they are hobbled byCultural Pushback. Many agenciesemploy “social” tactics but remainattached to the Loudspeakermindset, driving clients to wastemoney on campaigns that win the

agency awards as opposed to theclient customers.


29






CRM

#29

A strategic tool favored by Anti-Social Business tointeract with customers. CRM seeks to isolatecustomer relationships on a One-to-One model of

interaction where what youth really want is the Many-to-Many connections afforded by Social Business.


30

flickr: beretclaire






Cultural Hacking

#30

Young people finding solutions toreal life problems by usingproducts and technology (SocialTools) in a different way. Alsoknown as Positive Deviance.Cultural Hacking drives Bottom-

Up innovation, providing provenand tested product developmentin the real world.


31






flickr: asleeponasunbeam

Contact us for report, workshops, webinars and more:

Josh DhaliwalDirector, mobileYouth

http://www.mobileYouth.orghttp://www.mobileYouthReport.com [email protected]

Tel: +44 203 286 3635

Mob: +44 7904 200 513





mailto:[email protected]

mailto:[email protected]

http://www.mobileyouthreport.com/

http://www.mobileyouthreport.com/

http://www.mobileyouth.org/

http://www.mobileyouth.org/

Documents

MobileYouth Economy 100 Trends for 2012 Part 1