Fanspotting focuses on building customer engagement one person at a time - share of customer vs share of market - part of the 101 series http://www.mobileyouthreport.com/101

1. Fanspotting Graham BrownmobileYouth

2. #70 Facebook Fans ≠ Fans Graham BrownmobileYouth

3. How to download the slides… www.MobileYouthReport.com/101 Graham BrownmobileYouth

4. #71 If youth “like” you, you might as well be invisible Graham BrownmobileYouth

5. #72 we’ve spent our whole marketing careers trying to be liked by customers… when all along we ignored the inconvenient truth of the fans who already loved us Graham BrownmobileYouth

6. “Love” is not commonly used in marketing “Love” requires commitment “Love” requires opening up and letting go Graham BrownmobileYouth

7. #73 The fanspotting model is based on 3 simple questions: 1. Who are they? 2. What do they love? 3. How do we give it to them? Graham BrownmobileYouth

8. #74 Real word relationships, like marketing, require work You can’t throw money at a broken relationship or fix a broken brand without heart Graham BrownmobileYouth

9. #75 The problem with Fanspotting is that it requires marketing to get personal and pull down the walls that means no more focus groups. That means actually getting to know them. Not just by name but also by emotion and their fears Graham BrownmobileYouth

10. #76 Rather than ask “how do we engage youth?” we need to be asking “how do we remove the barriers that prevent youth from engaging with us?” Graham BrownmobileYouth

11. #77 Find your fans, the rest is mere detail Graham BrownmobileYouth

12. #78 Marketing success requires a clear understanding of the difference between “Liked” and “Loved” Graham BrownmobileYouth

13. #79 Sell to the sold. Focus on the 10% that will influence the 90%. The 90% aren’t listening anyway Graham BrownmobileYouth

14. #80 Build Beachheads Graham BrownmobileYouth

15. 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

16. #81 Fans need the brand as much as you need them. They need the social currency you provide Help me tell my story Graham BrownmobileYouth

17. #82 Customers vs Fans Graham BrownmobileYouth

18. #83 Every product has fans Graham BrownmobileYouth

19. #84 Create a home …an asset to house the dialogue Think of an event, programme of community you could create for your fans Graham BrownmobileYouth

20. #85 Give fans the tools they need to shout about the brand Graham BrownmobileYouth

21. #86 Don’t be cool, be relevant Graham BrownmobileYouth

22. #87 Winning the youth market is about share of customer not share of market Graham BrownmobileYouth

23. #88 If you don’t know who your fans are you only have customers Graham BrownmobileYouth

24. 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

25. How to download the slides… www.MobileYouthReport.com/101 Graham BrownmobileYouth