(mobileYouth) Paid Media is Toast

Paid Media is...

The New Science of Influence
MOBILEYOUTH ®
youth marketing mobile culture since 2001

Advertising is like SEX

Only losers pay for it

MOBILEYOUTH ®

Find out more about Influence in the 2012 mobileYouth Report

Influence
In the Age of Differentiation,
Influence was generated by
the Big Ideas of Creative
Agencies. In the Age of
Discovery, Influence happens
when young people tell their
stories to friends. The brand
becomes a Social Tool in
helping them telling that
s t o r y. I f t h e b r a n d i s
conducive to Storytelling, it
flickr: fomu has positive influence
generating Earned Media.

Discover the new rules of influence: MOBILEYOUTH ®
The mobileYouth Report 2012 youth marketing mobile culture since 2001

65% of all youth
bought mobile
handsets based on
what their friends,
not what
advertising, said
MOBILEYOUTH ®

Fans are the most profitable segment
Why focus on Fans?
Fans Vs Followers
Fans constitute 10% of the
Share of Customer Share of Proﬁts entire market but
contribute 90% of a
brand’s profits

How Fans contribute to
an
c e brand profits?

ow nor
H ig Lower Retention Costs
ou his?
y t High product launch
hit rates

Increase in revenue
through up-selling

Increase in revenue
through cross-selling
Source: Weber Shandwick Fans Followers
Discover the new rules of inﬂuence:
The mobileYouth Report 2012
MOBILEYOUTH ®

Fans
You spent your whole marketing career trying to get
customers to like you when all along you ignored the
inconvenient truth of the Fans who already loved
you. Fans aren’t just 2 or 3 times more influential
than your average customer, they can be up to 100
times more influential. Focus on your fans, build
them a Beachhead to house the dialogue. If you don’t
know who your fans are you only have customers.

The mobileYouth Report 2012 MOBILEYOUTH ®

FANS aren’t 2 or 3
times more
influential than
customers but up
to 100x more
influential
MOBILEYOUTH ®

Lines of Influence in Youth Culture
Influence Marketing
Role of Fans in the Product Life Cycle
Fans ﬁll the chasm between Early Adopters and Followers. Traditional marketing
focused on using ad
campaigns to create a
social context that would
bridge the gap between
Early Adopters and
Followers.

ut
In the Age of Discovery,

bo
social context is created

g a rs,
by young Fans. They are

sin te
us op tion.
more effective in
f influencing purchase

OP ly Ad trac NS
decisions of Followers

ST ar dis e FA
because they define
Social Currency of the
E ea h product and provide
y’r on t
he us
validation for using it.
t c
Discover the new rules of inﬂuence: Fo
MOBILEYOUTH®

The New Dynamics of Marketing
cyreplacing Agencies
How Fans en are !
65%
In the Age of
Differentiation,
ag this
youth relied on
ive Ageoof Differentiation
t d f
mass media
created by ea un
cr o
youth purchase

ur Mobiles
new handsets

yo the
agencies to based on what
Agencies Youth
et ike Brands
discover products
I b ’t l
& make purchase Market
friends and family
recommend
decisions.

w on Agencies told the brand story through mass
media messages to influence the youth market.
Source: Nielsen

In the Age of
Discovery, young
people turn to
recommendation
Age of Discovery
72%
of trusted peers
Mobile
Brands
Fans Youth
Market
youth seek peer
recommendation
to discover new before they
products and switch operators
Young fans tell their stories to peer groups using
make purchase
decisions. brands as social tools to influence the youth market. Source: OFCOM UK

MOBILEYOUTH
®

Beachheads
Bui Build your fans a home: community, project or cause.
ld t House the Dialogue and allow them to create their own
hem Context. Connect them with each other and step back.
kno ... or
wh Per
ow ish.
to b If yo
uild ur a
the gen
m, ﬁ cy d
re t oes
hem n’t
.


FANS:
10% of the market
90% of the conversation
0% of the agency “Big Idea”

MOBILEYOUTH ®

90-10 Rule
Focus on the 10% (the fans) that influence the 90% (the mass ...
rt e
market). In the modern Attention Economy, youth are more
sho ativ
influenced by the Earned Media of these vocal influencers. , in Cre
So >
ns genc ies
Fa A


Now, here’s the
INCONVENIENT
TRUTH

MOBILEYOUTH ®

Influence: module 02/06

Loved brands are the most profitable
SMART Index

SMART (Simple Mobile
Earned Media correlates to Profit
...
Advocacy & Recommendation Handset brands that have successfully maintained positive SMART Index

cts
Tracker) Index measures scores have also seen an increase in their share of market profit as a percent
Earned Media for a brand by fa
share. In the US, Apple’s share of total market profit has increased by nearly
looking at the likelihood of a
hard
50% while its SMART index score among young people hovers at 50%.

he
brand being recommended by a

st
young person to his or her peer
e’
SMART&Index&
network.
r 60%$

He
BlackBerry$ Apple$
40%$
A positive SMART Index means Samsung$
the brand has active Fans who 20%$
Sony$Ericsson$ Change&in&share&of&
are recommending it to their Motorola$ market&profit&
friends. '60%$ '40%$ '20%$ 20%$ 40%$ 60%$

Nokia$ '20%$
A negative SMART Index
signifies that critics of the '40%$

brand are more active than its source: mobileYouth '60%$
Fans.

MOBILEYOUTH ®

You don’t need a
CREATIVE AGENCY
anymore

MOBILEYOUTH ®

STOP managing the brand
and
START activating the FANS

MOBILEYOUTH ®

Fan Mapping
m o b i l e Yo u t h ’ s F a n s p o t t i n g
methodology for clients. To navigate
the new landscape in the Age of
Discovery, you’ll need a reliable map.
mobileYouth’s MAP (MAP: Measure,
A r t i c u l a t e , Pr o f i l e ) u s e s a
combination of EMI, Brand Heatmaps
and Immersion to generate MAPs for
mobile brands.


ﬂickr: Andrew Stawarz

ﬂickr: Andrew Stawarz

its
nt o
pe e t
Liked vs Loved s s pl
ha eo ong
cy t p l al
en ge
If youth like your brand be g o
a t al truth
ive ing
at ry en ent
h i ...
ou
afraid, be very afraid. If
re t w en
customers like you in the
c e
ur lif
ct nv
du co ve dy
pro e in dy lo
modern Attention Economy,
you might as well be Y o le
o our th
invisible. What counts is wh
y ed t al rea
being Loved, particularly by ke nor tha
li ig
ns
the Change Agents that
count - the Fans. Love u
yo he fa
generates Earned Media.
oft

ﬂickr: justinLowerycom

Share of Customer vs Share of Market
Share of Market = your position now. Share of Customer = your future market
position. Traditional Market Research measures market share to determine
success and employs Big Idea marketing favored by Creative Agencies to
maximize market share. In the Age of Discovery, research and marketing
needs to focus on Share of Customer and adopt Earned Media Indexes to
predict future trends and measure existing Beachheads.

MOBILEYOUTH ®

Net Promoter System
Used as a standalone, Net Promoter Score
can become a vanity metric used to
replace customer satisfaction
questionnaires. In Social Business, NPS can
be turned into a system (as with
mobileYouth’s SMART index) to identify
Fans, Beachheads and lines of influence.


Earned Media Index
Earned Media Indexes such as Net
Promoter Score or mobileYouth’s
SMART Index. Earned Media indexes
measure how much Earned Media a
brand generates - a key indicator of
success in the mobileYouth Economy.


SMART Index
Simple Mobile Advocacy Recommendation Tracker:
mobileYouth’s own Earned Media Index used by
mobile brands to identify Beachhead opportunities,
profile Fans and develop a visual Brand Heatmap.

MOBILEYOUTH ®

ﬂickr: leila HADD

ﬂickr: chicagolau

Brand Management
9 99
is 1
Old school marketing popular in the
Age of Differentiation. Telling the
brand story in a big way using the Big
Idea. Using new media to expand the
. ..
brand’s reach and awareness rather
than empowering youth with Brand
Democracy.

is a Creative Agencies
g g
in in
r is r
t o
ve n b .
Traditionally the font of Big Ideas.
Being geared towards the Age of

A d o
ts
Differentiation, Creative Agencies

x duc
struggle with the Age of Discovery.

ta ro
Typically, agencoes are hobbled by
Cultural Pushback. Many agencies

p
employ “social” tactics but remain
attached to the Loudspeaker
mindset, driving clients to waste
money on campaigns that win the
agency awards as opposed to the
client customers.


ﬂickr: ick harris

ast
s t o
Paid Media
Advertising, sponsorship and brand
.. .i
endorsement. Old school marketing built on the
Big Idea school of Creative Agencies. In the pre-
digital era when the Attention Economy was
less evident, Paid Media created Influence.
Today, however, with youth Paid Media’s role
has rapidly declined, giving way to Earned
Media as the key line of market influence.


Build a SYSTEM
Build PERMISSION ASSETS
House the conversation

MOBILEYOUTH ®

The Age of Discovery:
Start your journey here

MOBILEYOUTH ®

THE MOBILEYOUTH 2013 REPORT

youth marketing insights for handset brands,
content providers and operators

features:
29 reports
400+ pages
data, charts, cases

mobileYouth:
tracking youth & mobile culture since 2001

MOBILEYOUTH

THE MOBILEYOUTH 2013 REPORT

http://www.mobileyouth.org

MOBILEYOUTH

(mobileYouth) Paid Media is Toast

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