10 Key Youth Marketing Concepts explained by Graham Brown of mobileYouth Part of a series http://www.MobileYouthReport.com/101

1. 10 KeyYouth Marketing Concepts Explained by Graham Brown mobileYouth Graham BrownmobileYouth

2. #01 Social Packaging Context Your Product Content Think of your product as content and the social packaging as its context Now think of ways to increase the value of the context and reduce the cost of the content Graham BrownmobileYouth Graham Brown www.allissocial.com

3. #02 EarlyTeens Young Adults Late Teens Students Need to belong(Peer group reinforcement) Underpinning all youth behavior are 2 timeless drivers Need to be significant(Status) Graham BrownmobileYouth

4. #03 The Social Thinking Pyramid Innovation & Influence Change Cultural Hacking & Youthsourcing PositiveDeviance Optimization of products and marketing Day to day brand interaction Value derived from products Social Currency Fundamental drivers, mirror neurons Social Survival Graham BrownmobileYouth

5. #04 The rising cost of youth attention Demand 1990 Demand 2010 Demand 1970 Supply of attention As demand for youth attention increases (multiple media channels, increasing number of messages) and supply (24hrs a day) remain fixed, the price increases exponentially You are Here Youth Attention Price 2010 Youth Attention Price 1990 Youth Attention Price 1970 Graham BrownmobileYouth

6. #05 Paid vs Earned Media Graham BrownmobileYouth

7. #06 Brand Management vsBrand Democracy Graham BrownmobileYouth

8. #07 Why Awareness means nothing Sell to the sold Beachhead The “Sold”Fans who love your product already and want to get involved Mass Market The “Unsold”Customers and prospects who are aware of and like your product Graham BrownmobileYouth

9. #08 Customers vs Fans Graham BrownmobileYouth

10. #09 TraditionalTop-Down Innovation Youthsourcing Bottom-Up Innovation driven by focus group insights and product development department driven by front line insights, usage ethnography and youth dialogue Graham BrownmobileYouth

11. #10 Design vs Social Thinking Graham BrownmobileYouth

12. Graham Brown mobileYouth Since 2001, mobileYouth has been helping companies build bridges with the youth market.Graham is a regular industry commentator on youth media and marketing and has appeared on CNN, CNBC and in the FT, WSJ and Sunday Times Graham BrownmobileYouth

13. These 10 concepts feature in our #Trends 101 seriesHow to download the slides… www.MobileYouthReport.com/101 Graham BrownmobileYouth