Discover the new rules of influence: http://www.mobileyouth.org/report

1. Influence
understanding the new rules
60%$
BlackBerry$ Apple$
40%$
Samsung$
20%$
sson$ Change&in&share&of&
Motorola$ market&profit&
20%$ 40%$ 60%$
'20%$ MOBILEYOUTH ®
youth marketing mobile culture since 2001

2. 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

3. 65% of all youth
bought mobile
handsets based on
what their friends,
not what
advertising, said
MOBILEYOUTH ®
youth marketing mobile culture since 2001

4. 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 ®
youth marketing mobile culture since 2001

5. 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.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001

6. FANS aren’t 2 or 3
times more
influential than
customers but up
to 100x more
influential
MOBILEYOUTH ®
youth marketing mobile culture since 2001

7. 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
The mobileYouth Report 2012
MOBILEYOUTH®
youth marketing mobile culture since 2001

8. 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
Discover the new rules of influence:
The mobileYouth Report 2012
MOBILEYOUTH
youth marketing mobile culture since 2001
®

9. 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
.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001

10. FANS:
10% of the market
90% of the conversation
0% of the agency “Big Idea”
MOBILEYOUTH ®
youth marketing mobile culture since 2001

11. 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
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001

12. Now, here’s the
INCONVENIENT
TRUTH
MOBILEYOUTH ®
youth marketing mobile culture since 2001

13. 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.
Discover the new rules of influence:
The mobileYouth Report 2012
MOBILEYOUTH ®
youth marketing mobile culture since 2001

14. STOP managing the brand
and
START activating the FANS
MOBILEYOUTH ®
youth marketing mobile culture since 2001

15. 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.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001
flickr: Andrew Stawarz

16. 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
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001

17. 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.
Discover the new rules of influence:
The mobileYouth Report 2012
MOBILEYOUTH ®
youth marketing mobile culture since 2001

18. 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.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001

19. 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.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001

20. 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.
Discover the new rules of influence:
The mobileYouth Report 2012
MOBILEYOUTH ®
youth marketing mobile culture since 2001
flickr: leila HADD

21. 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.
Discover the new rules of influence:
The mobileYouth Report 2012 MOBILEYOUTH ®
youth marketing mobile culture since 2001

22. Build a SYSTEM
Build PERMISSION ASSETS
House the conversation
MOBILEYOUTH ®
youth marketing mobile culture since 2001

23. The Age of Discovery:
Start your journey here
MOBILEYOUTH ®
youth marketing mobile culture since 2001

24. 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
youth marketing mobile culture since 2001

25. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001