How to you outreach and market to today's Youths? Presented at the IP Forum 2013 at Temasek Polytechnic

1. Your Passport to
Youth
Digital Marketing

2. Leon CK Leong
leon@techsailor.com
sg.linkedin.com/in/leonck/
www.techsailor.com
www.fb.me/techsailor
Singapore – Malaysia – China
Contact me on Email or Linkedin for a copy of the slides

3. Youths
In Singapore
Facts and Statistics

4. 80% of Singapore’s Facebook users
are between 13 and 35 years old”
- Facebook.com
“

5. Singaporeans spend the
most time on Facebook
Almost 40 minutes per session
Americans spend about 21 minutes
- Experian Hitwise
World #1

6. Facebook:80% Newspaper:34%
Reach across Singaporeans aged 25 to 34
vs
- Maxus

7. Why
Youth
Marketing
Lacks Success?

8. Too much noise.
Too little context.”
- Mobile Youth
“

9. I can never understand the
youths today…”
- An adult
“

10. A brand is no longer what we tell the
consumer it is - it is what consumers
tell each other it is.”
- Scott Cook, Founder, Intuit
“

11. Brands are making products they think are cool
rather than products that make people cool.”
- Mobile Youth
“

12. 1 to 3 bad online reviews is enough
to deter 67% of the shoppers from
purchasing a product or service”
- Lightspeed Research study
“

13. Successful social companies need to engage
in their customers' conversations online”
- 'The Future of Customer Service’, ItsOpen
“

14. So.. What can I do?

15. 4 tips on
Youth
Digital
Marketing

16. Tip #1
Build Communities around
Youth Aspirations

17. Most companies spend their money on ads,
TV commercials, radio spots, and billboards
to try and tell you how good their products
are. At Monster we choose to support the
scene and our athletes. Who dreams about
landing a 9 to 5 job? We all dreamed about
being pro athletes, musicians and living the
lifestyle that makes us who we are.”
- Monster Energy
“

18. Creating context and connecting the
like-minded in a community
Become a part of their story

19. Monster Army is a community of
athletically aspiring youths

20. Tip #2
Create Social Tools to
connect like-minded youths

21. We don’t do advertising anymore. We just
do cool stuff… We need to become part
of people’s lives and digital allows us to
do that.”
- Nike
“

22. Nike created iPhone apps aimed at
socializing sports activities and
connecting people

23. Innovative Endless Racing iPhone game
by an Insurance company gets viral

24. Tip #3
Innovate through crowd
sourcing and Co-creation

25. My Starbucks Idea is
a portal that solicits
and executes ideas
generated from
customers

27. Dell’s CEO, Michael Dell shares
about Dell IdeaStorm

28. Tip #4
Discover and empower
Brand Advocates

29. Engage the 10% who already love your
brand not the 90% who don’t. Because
that 10% will help you sell to the 90%”
“

30. Your customers are your brand. Passionate
customers are your strongest brand voices”“
Nathan Sawaya
Renown Lego Artist

31. Granata Pet creates advocates out
of happy dog owners!

32. DO NOT
Just jump into Youth Digital
Marketing

33. Facebook.com/SoLoMoThursday
(Tomorrow 7:30 PM at “TheCo”)
The Meaning of “LIKE”

34. Leon CK Leong
Business Relations Director
Techsailor Group
www.techsailor.com
www.fb.me/techsailor
Thank You!
Email me leon@techsailor.com OR
Link me in sg.linkedin.com/in/leonck/
If you would like to have a copy of the slides…