5 simple rules for a marketer to engage the Youth that has grown up \'digita\'l. Based on the classic 4P\'s of marketing (I presented this a few years ago and the principles are very valid even today)

1. Dude, where ’ s my brand? Leveraging on Web 2.0 to reach the Youth market

5. The youth you ’ re trying to ‘ tell and sell ’ to

6. … is blocking you out

7. They ignore you “ I usually switch channels when TV commercial comes on” 2 out of 3 consumers Source: BAV™ >500,000 respondents, 40 Countries, >35,000 brands

8. And they ignore you in many ways The old favourites Time-shifting / recording/ blocking

9. What ’ s more, they don ’ t trust you

10. They trust each other Young people said 88% of website links they viewed came from friends' recommendations (Global youth study by MTV, Nickelodeon and Microsoft, 2007)

11. Youth spend time connecting with each other… Source: State of the Global Internet, ComScore, 2008

12. Especially in Asia

13. And they ’ re connecting digitally. Everywhere

14. But the sheer number of touchpoints can get exhausting Clip of Drew Barrymore discussing a recent break up across multiple channels and devices

15. It ’ s even more exhausting for brands Brand

16. And that ’ s why brands slip back to tell and sell

17. 3 examples of brands that did not make the effort Not Brands 2.0 I call these Brands 0.0

19. What did do? ****

20. Kryptonite: $10 million lost in 10 days!

21. And the damage still lasts Google Page 1 on ‘ Kryptonite Locks ’ today - 5 years after the event!

22. 3 examples of brands that did not make the effort Forget Brands 2.0 I call these Brands 0.0

23. A few weeks ago in Singapore…

24. 2 weeks ago in Singapore… Forums.hardwarezone.com.sg – consistently in top 20 Singapore websites (Source Hitwise)

25. 2 weeks ago in Singapore…

26. 3 examples of brands that did not make the effort Forget Brands 2.0 I call these Brands 0.0

28. Peek into Blogosphere Viewer responses to fake blog Blogger ’ s denial stage Bloggers discover it belongs to Sony ’ s ad agency http://blogs.zdnet.com/hardware/?p=186

30. But it was too late for an apology Even today, only 2 out of the first 6 results are not about the flog

31. So how do you become a Brand 2.0? It becomes easier to see through the matrix if you try my 5 rules…

33. Rules of Youth Marketing Brands that use web 2.0 to redefine the classic P ’ s of marketing: Product Promotion / Advertising Packaging Place Becoming a Brand 2.0

35. Doritos let them control the advertising

36. The response was phenomenal Over 1000 movies! Over 4 million viewings

37. The winner

38. The viewers loved it 4

42. H&M let them control the product

43. Thousands voted, picked top design Winning outfit retailed for $14.90 in ~1,000 H&M retail locations in over 10 countries (incl. Hong Kong and China)

44. Thousands voted, picked top design Winning outfit retailed for $14.90 in ~1,000 H&M retail locations in over 10 countries (incl. Hong Kong and China)

49. 20,000 conversations,15% sales uplift Traditional media stopped. WOM effect started to kick-in Used digital marketing to create awareness 33% growth. Added more bloggers Continue Word-Of-Mouth Database continues to grow without any media

50. 20,000 conversations,15% sales uplift Traditional media stopped. WOM effect started to kick-in Used digital marketing to create awareness 33% growth. Added more bloggers Continue Word-Of-Mouth Database continues to grow without any media

51. 20,000 conversations,15% sales uplift Traditional media stopped. WOM effect started to kick-in Used digital marketing to create awareness 33% growth. Added more bloggers Continue Word-Of-Mouth Database continues to grow without any media

53. Using friends to spread the word http://www.youtube.com/watch?v=q15UqFaezj4

56. It ’ s not just about being where they are but also doing the right thing there

57. MSU took advantage of facebook networks

59. Burger King did it even better

60. Sacrifice 10 friends, get a Whopper!

61. The friend ’ s profile burns away in a flame

62. After ‘ proving your love for the Whopper ’ , you can claim your free burger

63. A whopping 233,906 friendships were ‘ sacrificed ’ for the Whopper

66. The youth ’ s favorite music station.. WII FM

68. Threadless.com Gave youth an avenue to express creativity

69. Users upload their designs

70. Tees with the highest scored get printed Annual sales of USD 30 million and a profit margin of 30% (as estimated by Inc. Magazine)

71. Sellaband gives the youth a voice

72. Sellaband gives the youth a voice

74. Singapore chapter

75. Sellaband gives the youth a voice

78. Skittles doesn ’ t ‘ tell & sell ’ , it has conversations Personal touch

79. And in turn consumers converse about Skittles

80. Even product information comes from the people

81. Skittles provides a platform for interaction

82. They hear about you from each other

88. [email_address] LinkedIn: Taru Jain Twitter: tarujain Delicous.com: tarujain