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How toYouthsource
like                   Plus 7 lessons mobile can learn from
                         Ford’s social innovation project


  Graham Brown!
www.mobileYouth.org
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 Brown!
www.mobileYouth.org
Since 2009…
                          under the stewardship
                              of ex Scion COO Jim
                         Farley, Ford has focused
                                 on redefining the
                          marketing and product
                               development of the
                                            Fiesta. !
                                                   !
                         By combining these two
                                   often disparate
                         company functions Ford
                             has created a robust
                            Youthsourcing model
                                   that challenges
                           traditional concepts of
                                   innovation and
                                      engagement.


  Graham Brown!
www.mobileYouth.org
And it works…
But before we get
excited, realize the
success of Ford Fiesta is
not based on Social
Media but on a new
approach to innovation
that employs Social
Media as one tool in its
arsenal of possibility.!
!
Fiesta’s success isn’t
about choices in media
but choices in mindset.
That’s why most
creative agencies will
struggle.



      Graham Brown!
    www.mobileYouth.org
A Journey
Successful innovation 
is a journey. Sure you
can employ a “design
agency” and their quick
fixes as they wax lyrical
about the brilliance of
IDEO and Steve Jobs
but ultimately,
innovation – like
evolution – is a slow
process that takes time.!
!
As the Chinese say, !
!
“The best time to plant a
tree is 20 years ago. The
second best time to
plant a tree is today.”

      Graham Brown!
    www.mobileYouth.org
Mobile
Fiesta Movement offers
mobile companies
valuable insights into
how innovation can be
done effectively. !
!
How does Ford engage
customers as partners
rather than
destinations? !
!
Does Ford believe in
“design thinking” and
creative genius or
rather innovation as a
social process? 



      Graham Brown!
    www.mobileYouth.org
Social Thinking 

                             Design'Thinking'            Social'Thinking'
 Source'                     Brilliant'Design'           Posi2ve'Deviance'
 Innovators'                 The'skilled'few'            The'unskilled'mass'
 Innova2on'is'               Something'you'pay'for'      Already'out'there'
 Players'                    Agencies,'consultants'      Your'customers'
 Typical'case'study'outputs' A'cleverly'designed'        SMS,'BBM,'Facebook,'
                             vacuum'cleaner'             Ringtones,'MP3s,'Mobile'
                                                         Music'
 Market'research'            Designer'looks'in'mirror'in' Ac2ve'dialogue'and'
                             the'morning'                 immersion'in'the'field'




     Graham Brown!
   www.mobileYouth.org
Change is Out There
            Traditional!              Youthsourcing
       Top-Down Innovation
       Bottom-Up Innovation




        driven by focus group        driven by front line
        insights and product    insights, usage ethnography
      development department
        and youth dialogue


    Graham Brown!
  www.mobileYouth.org
Design Thinking
                        Social Thinking
Shift
                                                                                 Brand'
We are witnessing a                    Customer'                                               Friend'

profound shift in the                                                      Friend'                                 Friend'


media and innovation       Customer'               Customer'
                                                                 Friend'                                                     Friend'
landscape. Observers
will look back on this                 Brand'                                                  Friend'

era as media’s own                                             Friend'                                                         Friend'



Reformation – a shift in   Customer'               Customer'
                                                                     Friend'                                             Friend'
control from monolithic
centralized storytelling               Customer'                                     Friend'             Friend'



of creative agencies to
individual devolved
narratives. !                 Expertise Based!                   Bottom-Up Model!
!                             Top-Down Model!                     Driven by Youth!
Innovation follows suit      Driven by “Genius”!                   Crowdsourced
from outdated models of       Design Agencies!                      Innovation!
“Design Thinking” to        Product Management!                 Innovation is Social !
ones based on                 Innovation Labs
                  Brand provides the
grassroots insights.
                                                  tools

      Graham Brown!
    www.mobileYouth.org
You’re not selling cars…

                                     Social Packaging
             CONTEXT
                                     Your Product

                                     Think of your product as
            CONTENT
                 content and the social
                                     packaging as its context 


“The idea of young people buying cars (solely) for cheap transportation just
isn’t true.” Jim Farley, VP Marketing Ford



      Graham Brown!
    www.mobileYouth.org
7 Reasons Why Mobile
Needs to Youthsource like Ford




    Graham Brown!
  www.mobileYouth.org
1. Internal Momentum
It’s much easier to steer
a moving bicycle. That’s
why so many
innovation projects are
lost to the machine.
They don’t even take
the first step.!
!
Youthsourcing taps
Beachheads of fans with
ideas and empowers
product development
and brand managers
with invaluable insights
gleaned in-situ. Kill
your focus group.



      Graham Brown!
    www.mobileYouth.org
2. Shift Risk onto Market
All innovation carries
risk but who said that
risk had to be born by
the brand?!
!
How about shifting risk
onto the customers?
They want to innovate.
They want your
movement. They’ll do it
for free.!
!
Think of all those high
end innovations in
mobile that have gained
brands a reputation for
peddling failed
technologies

      Graham Brown!
    www.mobileYouth.org
3. Experience not Expertise
Youth discovered
Facebook, SMS, BBM,
mobile music and
Napster amongst other
things. All of these
technologies have
profoundly changed
industries and in some
ways, daily lives.!
!
Design agencies
produce award winning
salad spinners and
logos. Who is better
placed to tell you how to
innovate your product,
really? 


      Graham Brown!
    www.mobileYouth.org
4. Support the High-End
The innovations at the
low end driven by Fiesta
Movement are now
being incorporated into
Ford’s high end models. !
!
One of the reasons
mobile companies fail to
monetize youth is
because they only see
direct revenues. How
could youth innovation
develop more products
like BBM, SMS and
mobile apps to serve
high net worth,
executive users?


      Graham Brown!
    www.mobileYouth.org
5. Prime the Market
You don’t need a catchy
advertising campaign or
clever drumming monkey
to win young people. They
are out there and they
want your products and
services – you simply
have to let them in.!
!
Youthsourcing is an
opportune method of
building bridges between
walled brands and open
youth markets. It
identifies the hands-up
fans and creates lines of
influence.


      Graham Brown!
    www.mobileYouth.org
5. cont… Paid vs Earned Media
                         Paid'Media'               Earned'Media'
 Approach'               Media'buy'                Lines'of'influence'
 Tac2cs'                 Celebrity,'big'idea,'     CoJcrea2on,'fanspoKng,'
                         sponsorship'              youthsourcing'
 Impact'                 Short'spike'              Long'term'organic'
 Spread'                 100%'of'market'           10%'beachhead'
 Measure'                Awareness,'top'of'mind'   Recommenda2on'&'EMIs'
 Engagement'             Like'the'brand'           Love'the'brand'
 Decision'process'       Which'media'to'buy?'      Which'fans'to'engage?'

 The media landscape is changing. Get on board 




    Graham Brown!
  www.mobileYouth.org
6. Innovation is Marketing
“Guess what I was doing
this weekend?”!
!
Engaging youth as
partners in the
programme also primes
the cocreators of
innovation as key
marketers. You have just
empowered them with
social currency to
communicate with their
peers. !
!
Which Facebook update
are they going to pay
attention to? Lady Gaga’s
or their best friend’s? 

      Graham Brown!
    www.mobileYouth.org
7. The Creative Yoke
Many mobile brands are
being punished for their
association with a creative
agency model that is broken.!
!
Most agencies want you on
social media but they still
want to tell the brand story.
It’s new media but business
as usual. Your money helps
them win awards. Why
change that?!
!
Developing your own asset
with or without the agency is
key to brand freedom in
marketing and product
development. 

      Graham Brown!
    www.mobileYouth.org
7. cont…The Creative Yoke
                          Brand'Management'          Brand'Democracy'
 Our'role'                Manage'and'protect'brand' Custodians'of'brand'
 Tools'                   Adver2sing,'new'media'     Permission'Assets'
 Win'youth'aTen2on'       Buy'it'                    Earn'it'
 Tac2cs'                  Mass'marke2ng'             FanspoKng'
 Metaphor'                GeKng'elected'             Nurturing'love'
 Planning'                Spend'budget'              Invest'budget'
 Innova2on'               Product'development'       Youthsourcing'
 Narra2ve'                Tell'the'brand'story'      Help'youth'tell'their'story'
 View'customers'as'       Des2na2ons'                Partners'
 Point'of'sale'           Marke2ng'ends'here'        Marke2ng'starts'here'
 Brand'measure'           Reach'                     Influence'
 Insights'                Focus'groups'              The'field'

     Graham Brown!
   www.mobileYouth.org
Advice for mobile companies

  Graham Brown!
www.mobileYouth.org
Youthsourcing in 7 Steps
          7'STEPS'OF'YOUTHSOURCING' KEY'MESSAGE'
     1'   Think'long'term'               Rela2onships'take'2me'

     2'   Cede'control'                  Customers'are'the'brand'

     3'   Accept'that'you'don’t'know' Seek'to'curate'customer'ideas'
                                         Engage'your'fans,'not'the'mass'
     4'   Iden2fy'beachheads'            market'
                                         Give'your'beachhead'community'a'
     5'   Create'a'social'space'         house'
                                         Build'brand'advocates,'not'secret'
     6'   Prac2ce'open'innova2on'        projects'
                                         Involve'youth'as'partners'in'the'
     7'   Tell'their'story,'not'yours'   process'




   Graham Brown!
 www.mobileYouth.org
1. Think Long Term




Relationships take time
Ford launched Fiesta Movement in 2009 
2 years before the slated arrival of the Fiesta in the US
Traditional “campaign” based approaches do not develop relationships 
                                                             Flickr'the_yes_man'

      Graham Brown!
    www.mobileYouth.org
Customers are the brand
Brand management is old school
                                         2. Cede Control
What they say is more important than what we say
Fiesta Movement put youth in the driving seat




      Graham Brown!
    www.mobileYouth.org
3. Allow your team to say 
                        “I don’t know”


                                                 Curate don’t Innovate
                                               Answers don’t lie within
                           Leverage your “department of great ideas”
                       Replace the culture of fear with one of curiosity
                                    Ford understood they didn’t know
                                  so approached students for the ideas




  Graham Brown!
www.mobileYouth.org
4. Identify your Beachhead
Sell to the sold
Don’t waste energy on engaging the whole market
Engage the fans who already sold on your ideas and products
Youth attention is your biggest cost 
Ford identified techie college students as cocreators of innovation 




      Graham Brown!
    www.mobileYouth.org
AWARENESS MEANS NOTHING
                             Sell to the sold




                                BEACHHEAD
                                 The “Sold”!
                               Fans who love
                               your product
                                already and
     MASS MARKET
               want to get
      The “Unsold”!               involved
     Customers and
   prospects who are
    aware of and like
      your product

  Graham Brown!
www.mobileYouth.org
FORD TARGETS FANS NOT CUSTOMERS

                         Customers'                 Fans'
Defini2on'                People'who'buy'            People'who'recommend'
Measure'                 Sales,'awareness'          Recommenda2on'
Rela2onship'             Like'brand'                Love'brand'
Market'composi2on'       100%'of'market'            10%'beachhead'
Iden2fica2on'             Difficult'to'iden2fy'        HandsJup'individuals'who'
                                                    want'to'get'involved'
Customer'influence'       1:1'                       from'10:1'to'100:1'
Other'net'benefits?'      Size'of'market'            Lower'SACs'
                         Agencies'trained'on'model' Lower'Account'Mgt'Costs'
                                                    Educate'other'customers'
                                                    Responsive'to'PR'&'Mktg'




    Graham Brown!
  www.mobileYouth.org
5. Create a Social Space




House your dialogue
Fiesta Movement, App Developer Challenges
Provide a platform to help youth connect with each other
Focus on many-to-many not one-to-one

      Graham Brown!
    www.mobileYouth.org
6. Make Innovation Open




The barrier to entry has changed
USPs are not based on secrecy and codenamed projects
Build barriers through brand advocacy not control

      Graham Brown!
    www.mobileYouth.org
7. Tell Their Story not Yours




It’s not how you tell the story
…it’s who’s telling it that counts
Youthsourcing is a journey that treats youth as partners in production
…not destinations for marketing messages

      Graham Brown!
    www.mobileYouth.org
josh.dhaliwal@mobileyouth.org
                                 UK: +44 20 3286 3635
                        North America: +1 646 867 3635
Start Here…
             South Africa: + 27 11 08 3635 1
                                  Asia: +852 8176 3650

   Graham Brown!
 www.mobileYouth.org
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
THE MOBILEYOUTH 2013 REPORT




http://www.mobileyouth.org



                   MOBILEYOUTH
                     youth marketing mobile culture since 2001

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(Graham Brown mobileYouth) How to Youthsource like Ford

  • 1. How toYouthsource like Plus 7 lessons mobile can learn from Ford’s social innovation project Graham Brown! www.mobileYouth.org
  • 2. 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 Brown! www.mobileYouth.org
  • 3. Since 2009… under the stewardship of ex Scion COO Jim Farley, Ford has focused on redefining the marketing and product development of the Fiesta. ! ! By combining these two often disparate company functions Ford has created a robust Youthsourcing model that challenges traditional concepts of innovation and engagement. Graham Brown! www.mobileYouth.org
  • 4. And it works… But before we get excited, realize the success of Ford Fiesta is not based on Social Media but on a new approach to innovation that employs Social Media as one tool in its arsenal of possibility.! ! Fiesta’s success isn’t about choices in media but choices in mindset. That’s why most creative agencies will struggle. Graham Brown! www.mobileYouth.org
  • 5. A Journey Successful innovation is a journey. Sure you can employ a “design agency” and their quick fixes as they wax lyrical about the brilliance of IDEO and Steve Jobs but ultimately, innovation – like evolution – is a slow process that takes time.! ! As the Chinese say, ! ! “The best time to plant a tree is 20 years ago. The second best time to plant a tree is today.” Graham Brown! www.mobileYouth.org
  • 6. Mobile Fiesta Movement offers mobile companies valuable insights into how innovation can be done effectively. ! ! How does Ford engage customers as partners rather than destinations? ! ! Does Ford believe in “design thinking” and creative genius or rather innovation as a social process? Graham Brown! www.mobileYouth.org
  • 7. Social Thinking Design'Thinking' Social'Thinking' Source' Brilliant'Design' Posi2ve'Deviance' Innovators' The'skilled'few' The'unskilled'mass' Innova2on'is' Something'you'pay'for' Already'out'there' Players' Agencies,'consultants' Your'customers' Typical'case'study'outputs' A'cleverly'designed' SMS,'BBM,'Facebook,' vacuum'cleaner' Ringtones,'MP3s,'Mobile' Music' Market'research' Designer'looks'in'mirror'in' Ac2ve'dialogue'and' the'morning' immersion'in'the'field' Graham Brown! www.mobileYouth.org
  • 8. Change is Out There Traditional! Youthsourcing Top-Down Innovation Bottom-Up Innovation driven by focus group driven by front line insights and product insights, usage ethnography development department and youth dialogue Graham Brown! www.mobileYouth.org
  • 9. Design Thinking Social Thinking Shift Brand' We are witnessing a Customer' Friend' profound shift in the Friend' Friend' media and innovation Customer' Customer' Friend' Friend' landscape. Observers will look back on this Brand' Friend' era as media’s own Friend' Friend' Reformation – a shift in Customer' Customer' Friend' Friend' control from monolithic centralized storytelling Customer' Friend' Friend' of creative agencies to individual devolved narratives. ! Expertise Based! Bottom-Up Model! ! Top-Down Model! Driven by Youth! Innovation follows suit Driven by “Genius”! Crowdsourced from outdated models of Design Agencies! Innovation! “Design Thinking” to Product Management! Innovation is Social ! ones based on Innovation Labs Brand provides the grassroots insights. tools Graham Brown! www.mobileYouth.org
  • 10. You’re not selling cars… Social Packaging CONTEXT Your Product Think of your product as CONTENT content and the social packaging as its context “The idea of young people buying cars (solely) for cheap transportation just isn’t true.” Jim Farley, VP Marketing Ford Graham Brown! www.mobileYouth.org
  • 11. 7 Reasons Why Mobile Needs to Youthsource like Ford Graham Brown! www.mobileYouth.org
  • 12. 1. Internal Momentum It’s much easier to steer a moving bicycle. That’s why so many innovation projects are lost to the machine. They don’t even take the first step.! ! Youthsourcing taps Beachheads of fans with ideas and empowers product development and brand managers with invaluable insights gleaned in-situ. Kill your focus group. Graham Brown! www.mobileYouth.org
  • 13. 2. Shift Risk onto Market All innovation carries risk but who said that risk had to be born by the brand?! ! How about shifting risk onto the customers? They want to innovate. They want your movement. They’ll do it for free.! ! Think of all those high end innovations in mobile that have gained brands a reputation for peddling failed technologies Graham Brown! www.mobileYouth.org
  • 14. 3. Experience not Expertise Youth discovered Facebook, SMS, BBM, mobile music and Napster amongst other things. All of these technologies have profoundly changed industries and in some ways, daily lives.! ! Design agencies produce award winning salad spinners and logos. Who is better placed to tell you how to innovate your product, really? Graham Brown! www.mobileYouth.org
  • 15. 4. Support the High-End The innovations at the low end driven by Fiesta Movement are now being incorporated into Ford’s high end models. ! ! One of the reasons mobile companies fail to monetize youth is because they only see direct revenues. How could youth innovation develop more products like BBM, SMS and mobile apps to serve high net worth, executive users? Graham Brown! www.mobileYouth.org
  • 16. 5. Prime the Market You don’t need a catchy advertising campaign or clever drumming monkey to win young people. They are out there and they want your products and services – you simply have to let them in.! ! Youthsourcing is an opportune method of building bridges between walled brands and open youth markets. It identifies the hands-up fans and creates lines of influence. Graham Brown! www.mobileYouth.org
  • 17. 5. cont… Paid vs Earned Media Paid'Media' Earned'Media' Approach' Media'buy' Lines'of'influence' Tac2cs' Celebrity,'big'idea,' CoJcrea2on,'fanspoKng,' sponsorship' youthsourcing' Impact' Short'spike' Long'term'organic' Spread' 100%'of'market' 10%'beachhead' Measure' Awareness,'top'of'mind' Recommenda2on'&'EMIs' Engagement' Like'the'brand' Love'the'brand' Decision'process' Which'media'to'buy?' Which'fans'to'engage?' The media landscape is changing. Get on board Graham Brown! www.mobileYouth.org
  • 18. 6. Innovation is Marketing “Guess what I was doing this weekend?”! ! Engaging youth as partners in the programme also primes the cocreators of innovation as key marketers. You have just empowered them with social currency to communicate with their peers. ! ! Which Facebook update are they going to pay attention to? Lady Gaga’s or their best friend’s? Graham Brown! www.mobileYouth.org
  • 19. 7. The Creative Yoke Many mobile brands are being punished for their association with a creative agency model that is broken.! ! Most agencies want you on social media but they still want to tell the brand story. It’s new media but business as usual. Your money helps them win awards. Why change that?! ! Developing your own asset with or without the agency is key to brand freedom in marketing and product development. Graham Brown! www.mobileYouth.org
  • 20. 7. cont…The Creative Yoke Brand'Management' Brand'Democracy' Our'role' Manage'and'protect'brand' Custodians'of'brand' Tools' Adver2sing,'new'media' Permission'Assets' Win'youth'aTen2on' Buy'it' Earn'it' Tac2cs' Mass'marke2ng' FanspoKng' Metaphor' GeKng'elected' Nurturing'love' Planning' Spend'budget' Invest'budget' Innova2on' Product'development' Youthsourcing' Narra2ve' Tell'the'brand'story' Help'youth'tell'their'story' View'customers'as' Des2na2ons' Partners' Point'of'sale' Marke2ng'ends'here' Marke2ng'starts'here' Brand'measure' Reach' Influence' Insights' Focus'groups' The'field' Graham Brown! www.mobileYouth.org
  • 21. Advice for mobile companies Graham Brown! www.mobileYouth.org
  • 22. Youthsourcing in 7 Steps 7'STEPS'OF'YOUTHSOURCING' KEY'MESSAGE' 1' Think'long'term' Rela2onships'take'2me' 2' Cede'control' Customers'are'the'brand' 3' Accept'that'you'don’t'know' Seek'to'curate'customer'ideas' Engage'your'fans,'not'the'mass' 4' Iden2fy'beachheads' market' Give'your'beachhead'community'a' 5' Create'a'social'space' house' Build'brand'advocates,'not'secret' 6' Prac2ce'open'innova2on' projects' Involve'youth'as'partners'in'the' 7' Tell'their'story,'not'yours' process' Graham Brown! www.mobileYouth.org
  • 23. 1. Think Long Term Relationships take time Ford launched Fiesta Movement in 2009 2 years before the slated arrival of the Fiesta in the US Traditional “campaign” based approaches do not develop relationships Flickr'the_yes_man' Graham Brown! www.mobileYouth.org
  • 24. Customers are the brand Brand management is old school 2. Cede Control What they say is more important than what we say Fiesta Movement put youth in the driving seat Graham Brown! www.mobileYouth.org
  • 25. 3. Allow your team to say “I don’t know” Curate don’t Innovate Answers don’t lie within Leverage your “department of great ideas” Replace the culture of fear with one of curiosity Ford understood they didn’t know so approached students for the ideas Graham Brown! www.mobileYouth.org
  • 26. 4. Identify your Beachhead Sell to the sold Don’t waste energy on engaging the whole market Engage the fans who already sold on your ideas and products Youth attention is your biggest cost Ford identified techie college students as cocreators of innovation Graham Brown! www.mobileYouth.org
  • 27. AWARENESS MEANS NOTHING Sell to the sold BEACHHEAD The “Sold”! Fans who love your product already and MASS MARKET want to get The “Unsold”! involved Customers and prospects who are aware of and like your product Graham Brown! www.mobileYouth.org
  • 28. FORD TARGETS FANS NOT CUSTOMERS Customers' Fans' Defini2on' People'who'buy' People'who'recommend' Measure' Sales,'awareness' Recommenda2on' Rela2onship' Like'brand' Love'brand' Market'composi2on' 100%'of'market' 10%'beachhead' Iden2fica2on' Difficult'to'iden2fy' HandsJup'individuals'who' want'to'get'involved' Customer'influence' 1:1' from'10:1'to'100:1' Other'net'benefits?' Size'of'market' Lower'SACs' Agencies'trained'on'model' Lower'Account'Mgt'Costs' Educate'other'customers' Responsive'to'PR'&'Mktg' Graham Brown! www.mobileYouth.org
  • 29. 5. Create a Social Space House your dialogue Fiesta Movement, App Developer Challenges Provide a platform to help youth connect with each other Focus on many-to-many not one-to-one Graham Brown! www.mobileYouth.org
  • 30. 6. Make Innovation Open The barrier to entry has changed USPs are not based on secrecy and codenamed projects Build barriers through brand advocacy not control Graham Brown! www.mobileYouth.org
  • 31. 7. Tell Their Story not Yours It’s not how you tell the story …it’s who’s telling it that counts Youthsourcing is a journey that treats youth as partners in production …not destinations for marketing messages Graham Brown! www.mobileYouth.org
  • 32. josh.dhaliwal@mobileyouth.org UK: +44 20 3286 3635 North America: +1 646 867 3635 Start Here… South Africa: + 27 11 08 3635 1 Asia: +852 8176 3650 Graham Brown! www.mobileYouth.org
  • 33. 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
  • 34. THE MOBILEYOUTH 2013 REPORT http://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001