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100 Trends that define Youth Mobile Culture in 2012
    Part 1




       Subscribe and download all four parts   MOBILEYOUTH                              ®
                                                youth marketing mobile culture since 2001

flickr: whatmegsaid
                                                                                            1
flickr: Andrew Stawarz




 #1

2 Key Drivers of Behavior
How will you help me belong?
How will you help me be significant?
These are the questions young customers are asking of you.
Answer these questions and all else becomes detail.




  Subscribe and download all four parts               MOBILEYOUTH                                ®
                                                         youth marketing mobile culture since 2001



                                                                                                     2
#2

                  3H (Homes, Hangouts, Hideouts)
                      In the mobileYouth Economy insights are a function of social
                      Context. Market research “communities” aren’t the answer.
                      If you survey or study youth outside of the 3H you end up
                      with artificial results. Real insight comes from immersing
                      research in the context of real world peer group dynamics.




Subscribe and download all four parts            MOBILEYOUTH                                ®
                                                    youth marketing mobile culture since 2001



                                                                                                3
#3

3 Key Change Agents
Not every young person across all age groups and gender differences is
actively optimizing products and services to enable their social lives.
A small group of young people sets out to discover social currency. We
call them Change Agents. They are the 10% of the mobileYouth
Economy that influence the remaining 90%. The 3 Key Change Agents
are Teenage Pirates, Cashless Innovators and Disruptive Divas.


  Subscribe and download all four parts                 MOBILEYOUTH                               ®
                                                          youth marketing mobile culture since 2001

                                                                                 flickr: austinanomic
                                                                                                      4
#4

                                               3 Key Pain Points
                  Isolation, Risk and Loss of Control. Pain Points are the key
                  drivers of Youth Churn and prerequisites of negative Shared
                  Experiences. The 3 Key Pain Points drive customer churn in the
                  youth market. Minimizing the 3 Key Pain Points is a key youth
                  acquisition and retention strategy in the mobileYouth Economy.


Subscribe and download all four parts            MOBILEYOUTH                               ®
                                                   youth marketing mobile culture since 2001


                                                                    flickr: alex e proimos
                                                                                               5
#5

90-10 Rule
Focus on the 10% (the fans) that influence the 90% (the mass
market). In the modern Attention Economy, youth are more
influenced by the Earned Media of these vocal influencers.




  Subscribe and download all four parts                MOBILEYOUTH                               ®
                                                         youth marketing mobile culture since 2001



                                                                                                     6
#6

                                        Age of Differentiation
           Between 2000 and 2009, mobile brands employed Creative Agencies to
           differentiate their products based on features and tariffs. This Big Idea
           Marketing approach no longer works in the current Age of Discovery.




Subscribe and download all four parts              MOBILEYOUTH                               ®
                                                     youth marketing mobile culture since 2001



                                                                                                 7
#7

Age of Discovery
In today’s mobileYouth Economy, youth are discovering products without the
help of agencies. Change Agents replace media as the key market Influencers.
In the Age of Differentiation, Creative Agencies manufactured Context
through a brand story known as the Big Idea. In the Age of Discovery, youth
define their own context by discovering the Social Currency in the product.

  Subscribe and download all four parts               MOBILEYOUTH                                ®
                                                         youth marketing mobile culture since 2001



                                                                                                     8
#8

                                          Anti-Social Business
                 The Loudspeaker (broadcast) model of Customer Experience -
                 Customer Service, Marketing and Innovation – was popular during
                 the Age of Differentiation but is increasingly ineffective in the
                 Age of Discovery. Company culture is focused on short-term
                 results exerting Cultural Pushback when required to change.



Subscribe and download all four parts            MOBILEYOUTH                                ®
                                                    youth marketing mobile culture since 2001



                                                                                                9
#9

    Arrival
    Disruptive Divas co-opt brands of the
    establishment e.g. Blackberry, Burberry and Louis
    Vuitton as milestones of social success. In periods
    of social change, particularly when the change is
    experienced by youth and/or gender, people seek
    out Social Tools to both reclaim Social Space and
    demonstrate social Arrival.Arrival behavior is
    common in emerging markets and minorities in
    developed markets.

       Subscribe and download all four parts              MOBILEYOUTH                              ®
                                                           youth marketing mobile culture since 2001

flickr: Andrew Stawarz
                                                                                                       10
#10

                                        Attention Economy
                                        In communicating with youth,
                                        attention is your biggest cost. In the
                                        modern Attention Economy, you
                                        cannot buy youth attention anymore,
                                        you need to earn it. No more “big
                                        idea”.




Subscribe and download all four parts        MOBILEYOUTH                                ®
                                                youth marketing mobile culture since 2001

                                                                  flickr: Andrew Stawarz
                                                                                            11
#11

Authority Gradient
The Authority Gradient is the distance
between decision makers and insight.
Companies that rely on design and
Creative Agencies, rather than
Immersion research, for their main
source of insight have steep Authority
Gradients that expose them to error.
Steep Authority Gradients are
common in Anti-Social Business.




  Subscribe and download all four parts   MOBILEYOUTH                              ®
                                           youth marketing mobile culture since 2001



                                                                                       12
#12

                                                            Beachheads
                        Build your fans a home: community, project or cause.
                        House the Dialogue and allow them to create their own
                        Context. Connect them with each other and step back.




Subscribe and download all four parts          MOBILEYOUTH                               ®
                                                 youth marketing mobile culture since 2001



                                                                                             13
flickr: elizabeth hudy




 #13

Belonging
One of the 2 Key Drivers of Youth Behavior. Youth want to
belong to something - peer group, subculture, movement or
team. Belonging is most prominent in younger segments - teens
and into early student life - before fading in young adulthood.




  Subscribe and download all four parts                MOBILEYOUTH                               ®
                                                         youth marketing mobile culture since 2001



                                                                                                     14
#14

                                                The End of Big Idea
                        The traditional method of marketing and design thinking. A
                        Creative Agency pitches the Big Idea to the brand as a story to
                        create new Context for the product. Big Ideas are centralized,
                        requiring extensive investment of resources. Big Idea marketing
                        leads to Anti-Social Business. Loudspeaker marketing overrides
                        the customer’s own narrative and alienates key influencers.




      Subscribe and download all four parts            MOBILEYOUTH                               ®
                                                         youth marketing mobile culture since 2001


flickr: Andrew Stawarz
                                                                                                     15
flickr: dene miles




 #15

Bottom-Up Model
The direction of Customer
Experience - Customer Service,
Pr o d u c t D e v e l o p m e n t a n d
Marketing. In the Bottom-Up
model, experience begins at the
grass-roots, with the customer and
treats youth as partners rather
than Destinations.



   Subscribe and download all four parts   MOBILEYOUTH                              ®
                                            youth marketing mobile culture since 2001



                                                                                        16
#16

                                        Brand Ambassador
                                        Brand Ambassadors were conceived
                                        by creative agencies in an attempt
                                        to reach out to young people and
                                        generate earned media for brands.
                                        A Brand Ambassador program
                                        focuses on paying young people to
                                        talk distribute freebies to friends.
                                        Most brand ambassadors tend to be
                                        college students who join the
                                        program to add to their resume.
                                        Brands need a Fan Engagement
                                        program where they identify and
                                        engage fans who love the brand.



Subscribe and download all four parts      MOBILEYOUTH                                ®
                                              youth marketing mobile culture since 2001

                                                                             flickr: austinanomic
                                                                                             17
#17

Brand Democracy
Are you using new media to find
new way to tell your brand story or
are you using it to help customers
tell theirs? When youth look at
your marketing the question
they’re asking is “where am I in
this story?” Brand democracy
means empowering youth to tell
their story.




  Subscribe and download all four parts   MOBILEYOUTH                              ®
                                           youth marketing mobile culture since 2001



                                                                                       18
#18

                                                Brand Heatmap
                               Visual dashboard of the mobileYouth SMART index
                               used for predictive planning. The Brand Heatmap
                               shows where mobile brands have their strongest
                               pockets of influence within the youth market.



Subscribe and download all four parts          MOBILEYOUTH                               ®
                                                 youth marketing mobile culture since 2001


                                                                          flickr: candida performa
                                                                                               19
flickr: chicagolau




 #19

Brand Management
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.

  Subscribe and download all four parts   MOBILEYOUTH                              ®
                                           youth marketing mobile culture since 2001



                                                                                       20
#20

                                            Cashless Innovators
                                One of the 3 Key Change Agents in the mobileYouth
                                Economy. Mostly college/university age students.
                                Cashless Innovators form niche social groups with a
                                knowledge barrier to entry. Cashless Innovators are
                                major contributors to the mobileYouth Economy in
                                product development - SMS, Facebook, MP3s - and
                                are key targets for Social Business partnerships.




   Subscribe and download all four parts          MOBILEYOUTH                                ®
                                                     youth marketing mobile culture since 2001

flickr: aramolara
                                                                                                 21
#21

Churn
n the mobileYouth Economy, Retention is
the new acquisition. Churn is the mother
of all costs. Companies with low loyalty
rates (often Anti-Social Businesses) will
have the lowest operating margins, the
lowest Influence and the lowest usage
levels for new product launches.



  Subscribe and download all four parts     MOBILEYOUTH                              ®
                                             youth marketing mobile culture since 2001



                                                                                         22
#22

                                                                Co-Creation
                               If youth aren’t part of the process you might as
                               well throw your marketing budget down the
                               drain. The further upstream you can involve
                               youth in your product development and
                               marketing process the more effective it becomes.




Subscribe and download all four parts             MOBILEYOUTH                                 ®
                                                      youth marketing mobile culture since 2001

                                        flickr: comeeyecontact
                                                                                                  23
#23

Cognitive Surplus
From Clay Shirky. In the digital era, people now have the
ability to contribute meaningfully to projects, products and
marketing. This means we operate a Cognitive Surplus of
ideas, influence and innovation that can be harnessed by
Social Businesses that harness Partnership with customers.

  Subscribe and download all four parts                 MOBILEYOUTH                               ®
                                                          youth marketing mobile culture since 2001

                                                                             flickr: Andrew Stawarz
                                                                                                      24
#24

                                                                           Content
               The physical and logical element of a product, company message
               and brand. Without Context, Content has no meaning. In the Age of
               Discovery, where meaning is created by customers, Content such as
               design, advertising and product features is less important than the
               ability of this Content to help the customer tell their own story.




Subscribe and download all four parts            MOBILEYOUTH                                ®
                                                    youth marketing mobile culture since 2001



                                                                                                25
#25

Context
Youth don’t buy stuff, they buy
what stuff does for them. The
“what stuff does for them” is
Context - the social benefit of a
Social Tool (the product, its story
and usage behaviors). Value is a
function of the Social Currency a
Social Tool creates. In the Age of
Differentiation, Creative Agencies
created Context (the Big Idea). In
the Age of Discovery, the key
storytellers in the mobileYouth
Economy are the Change Agents.

   Subscribe and download all four parts   MOBILEYOUTH                              ®
                                            youth marketing mobile culture since 2001

                                                            flickr: adactio
                                                                                        26
#26

                                           Contextual Deficit
                              In the mobileYouth Economy, Context is in short
                              supply. We have an excess of Content and a
                              reliance on the Big Idea to fashion the Content
                              into meaning but little meaningful Context. Social
                              Businesses that allow customers to tell their own
                              story with the product aim to rebalance the
                              Deficit and create a Contextual Surplus.



Subscribe and download all four parts          MOBILEYOUTH                                ®
                                                  youth marketing mobile culture since 2001


                                                                                        flickr: alvazer
                                                                                                   27
#27

Co-Option
When youth take ownership of the product and
brand’s narrative. In emerging markets we see
Co-Option in the way Disruptive Divas adopt
Social Tools like the Blackberry (their dad’s
phone) and turn it into a symbol of Arrival.
Other examples include Cashless Innovators
rediscovering Refurbished Tech (e.g. fixie bikes,
analogue cameras etc)



  Subscribe and download all four parts                MOBILEYOUTH                                ®
                                                          youth marketing mobile culture since 2001

                                              flickr: Ferrari caballos fuerza cerebro Humano
                                                                                                      28
#28

                                        Creative Agencies
                                        Traditionally the font of Big Ideas.
                                        Being geared towards the Age of
                                        Differentiation, Creative Agencies
                                        struggle with the Age of Discovery.
                                        Typically, they are hobbled by
                                        Cultural Pushback. Many agencies
                                        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.



Subscribe and download all four parts       MOBILEYOUTH                               ®
                                              youth marketing mobile culture since 2001



                                                                                          29
#29

CRM
A strategic tool favored by Anti-Social Business to
interact with customers. CRM seeks to isolate
customer relationships on a One-to-One model of
interaction where what youth really want is the Many-
to-Many connections afforded by Social Business.



  Subscribe and download all four parts                 MOBILEYOUTH                              ®
                                                         youth marketing mobile culture since 2001



                                                                                                     30
flickr: beretclaire




                                                                                        #30

                                                Cultural Hacking
                                                Young people finding solutions to
                                                real life problems by using
                                                products and technology (Social
                                                Tools) in a different way. Also
                                                known as Positive Deviance.
                                                Cultural Hacking drives Bottom-
                                                Up innovation, providing proven
                                                and tested product development
                                                in the real world.



        Subscribe and download all four parts   MOBILEYOUTH                                ®
                                                   youth marketing mobile culture since 2001



                                                                                               31
THE MOBILEYOUTH 2013 REPORT




   Want more trends?



                  MOBILEYOUTH
                    youth marketing mobile culture since 2001
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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mobileYouth Economy: 100 Trends for 2012. Part 1 of 4

  • 1. 100 Trends that define Youth Mobile Culture in 2012 Part 1 Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: whatmegsaid 1
  • 2. flickr: Andrew Stawarz #1 2 Key Drivers of Behavior How will you help me belong? How will you help me be significant? These are the questions young customers are asking of you. Answer these questions and all else becomes detail. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 2
  • 3. #2 3H (Homes, Hangouts, Hideouts) In the mobileYouth Economy insights are a function of social Context. Market research “communities” aren’t the answer. If you survey or study youth outside of the 3H you end up with artificial results. Real insight comes from immersing research in the context of real world peer group dynamics. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 3
  • 4. #3 3 Key Change Agents Not every young person across all age groups and gender differences is actively optimizing products and services to enable their social lives. A small group of young people sets out to discover social currency. We call them Change Agents. They are the 10% of the mobileYouth Economy that influence the remaining 90%. The 3 Key Change Agents are Teenage Pirates, Cashless Innovators and Disruptive Divas. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: austinanomic 4
  • 5. #4 3 Key Pain Points Isolation, Risk and Loss of Control. Pain Points are the key drivers of Youth Churn and prerequisites of negative Shared Experiences. The 3 Key Pain Points drive customer churn in the youth market. Minimizing the 3 Key Pain Points is a key youth acquisition and retention strategy in the mobileYouth Economy. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: alex e proimos 5
  • 6. #5 90-10 Rule Focus on the 10% (the fans) that influence the 90% (the mass market). In the modern Attention Economy, youth are more influenced by the Earned Media of these vocal influencers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 6
  • 7. #6 Age of Differentiation Between 2000 and 2009, mobile brands employed Creative Agencies to differentiate their products based on features and tariffs. This Big Idea Marketing approach no longer works in the current Age of Discovery. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 7
  • 8. #7 Age of Discovery In today’s mobileYouth Economy, youth are discovering products without the help of agencies. Change Agents replace media as the key market Influencers. In the Age of Differentiation, Creative Agencies manufactured Context through a brand story known as the Big Idea. In the Age of Discovery, youth define their own context by discovering the Social Currency in the product. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 8
  • 9. #8 Anti-Social Business The Loudspeaker (broadcast) model of Customer Experience - Customer Service, Marketing and Innovation – was popular during the Age of Differentiation but is increasingly ineffective in the Age of Discovery. Company culture is focused on short-term results exerting Cultural Pushback when required to change. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 9
  • 10. #9 Arrival Disruptive Divas co-opt brands of the establishment e.g. Blackberry, Burberry and Louis Vuitton as milestones of social success. In periods of social change, particularly when the change is experienced by youth and/or gender, people seek out Social Tools to both reclaim Social Space and demonstrate social Arrival.Arrival behavior is common in emerging markets and minorities in developed markets. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Andrew Stawarz 10
  • 11. #10 Attention Economy In communicating with youth, attention is your biggest cost. In the modern Attention Economy, you cannot buy youth attention anymore, you need to earn it. No more “big idea”. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Andrew Stawarz 11
  • 12. #11 Authority Gradient The Authority Gradient is the distance between decision makers and insight. Companies that rely on design and Creative Agencies, rather than Immersion research, for their main source of insight have steep Authority Gradients that expose them to error. Steep Authority Gradients are common in Anti-Social Business. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 12
  • 13. #12 Beachheads Build your fans a home: community, project or cause. House the Dialogue and allow them to create their own Context. Connect them with each other and step back. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 13
  • 14. flickr: elizabeth hudy #13 Belonging One of the 2 Key Drivers of Youth Behavior. Youth want to belong to something - peer group, subculture, movement or team. Belonging is most prominent in younger segments - teens and into early student life - before fading in young adulthood. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 14
  • 15. #14 The End of Big Idea The traditional method of marketing and design thinking. A Creative Agency pitches the Big Idea to the brand as a story to create new Context for the product. Big Ideas are centralized, requiring extensive investment of resources. Big Idea marketing leads to Anti-Social Business. Loudspeaker marketing overrides the customer’s own narrative and alienates key influencers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Andrew Stawarz 15
  • 16. flickr: dene miles #15 Bottom-Up Model The direction of Customer Experience - Customer Service, Pr o d u c t D e v e l o p m e n t a n d Marketing. In the Bottom-Up model, experience begins at the grass-roots, with the customer and treats youth as partners rather than Destinations. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 16
  • 17. #16 Brand Ambassador Brand Ambassadors were conceived by creative agencies in an attempt to reach out to young people and generate earned media for brands. A Brand Ambassador program focuses on paying young people to talk distribute freebies to friends. Most brand ambassadors tend to be college students who join the program to add to their resume. Brands need a Fan Engagement program where they identify and engage fans who love the brand. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: austinanomic 17
  • 18. #17 Brand Democracy Are you using new media to find new way to tell your brand story or are you using it to help customers tell theirs? When youth look at your marketing the question they’re asking is “where am I in this story?” Brand democracy means empowering youth to tell their story. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 18
  • 19. #18 Brand Heatmap Visual dashboard of the mobileYouth SMART index used for predictive planning. The Brand Heatmap shows where mobile brands have their strongest pockets of influence within the youth market. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: candida performa 19
  • 20. flickr: chicagolau #19 Brand Management 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. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 20
  • 21. #20 Cashless Innovators One of the 3 Key Change Agents in the mobileYouth Economy. Mostly college/university age students. Cashless Innovators form niche social groups with a knowledge barrier to entry. Cashless Innovators are major contributors to the mobileYouth Economy in product development - SMS, Facebook, MP3s - and are key targets for Social Business partnerships. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: aramolara 21
  • 22. #21 Churn n the mobileYouth Economy, Retention is the new acquisition. Churn is the mother of all costs. Companies with low loyalty rates (often Anti-Social Businesses) will have the lowest operating margins, the lowest Influence and the lowest usage levels for new product launches. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 22
  • 23. #22 Co-Creation If youth aren’t part of the process you might as well throw your marketing budget down the drain. The further upstream you can involve youth in your product development and marketing process the more effective it becomes. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: comeeyecontact 23
  • 24. #23 Cognitive Surplus From Clay Shirky. In the digital era, people now have the ability to contribute meaningfully to projects, products and marketing. This means we operate a Cognitive Surplus of ideas, influence and innovation that can be harnessed by Social Businesses that harness Partnership with customers. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Andrew Stawarz 24
  • 25. #24 Content The physical and logical element of a product, company message and brand. Without Context, Content has no meaning. In the Age of Discovery, where meaning is created by customers, Content such as design, advertising and product features is less important than the ability of this Content to help the customer tell their own story. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 25
  • 26. #25 Context Youth don’t buy stuff, they buy what stuff does for them. The “what stuff does for them” is Context - the social benefit of a Social Tool (the product, its story and usage behaviors). Value is a function of the Social Currency a Social Tool creates. In the Age of Differentiation, Creative Agencies created Context (the Big Idea). In the Age of Discovery, the key storytellers in the mobileYouth Economy are the Change Agents. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: adactio 26
  • 27. #26 Contextual Deficit In the mobileYouth Economy, Context is in short supply. We have an excess of Content and a reliance on the Big Idea to fashion the Content into meaning but little meaningful Context. Social Businesses that allow customers to tell their own story with the product aim to rebalance the Deficit and create a Contextual Surplus. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: alvazer 27
  • 28. #27 Co-Option When youth take ownership of the product and brand’s narrative. In emerging markets we see Co-Option in the way Disruptive Divas adopt Social Tools like the Blackberry (their dad’s phone) and turn it into a symbol of Arrival. Other examples include Cashless Innovators rediscovering Refurbished Tech (e.g. fixie bikes, analogue cameras etc) Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 flickr: Ferrari caballos fuerza cerebro Humano 28
  • 29. #28 Creative Agencies Traditionally the font of Big Ideas. Being geared towards the Age of Differentiation, Creative Agencies struggle with the Age of Discovery. Typically, they are hobbled by Cultural Pushback. Many agencies 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. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 29
  • 30. #29 CRM A strategic tool favored by Anti-Social Business to interact with customers. CRM seeks to isolate customer relationships on a One-to-One model of interaction where what youth really want is the Many- to-Many connections afforded by Social Business. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 30
  • 31. flickr: beretclaire #30 Cultural Hacking Young people finding solutions to real life problems by using products and technology (Social Tools) in a different way. Also known as Positive Deviance. Cultural Hacking drives Bottom- Up innovation, providing proven and tested product development in the real world. Subscribe and download all four parts MOBILEYOUTH ® youth marketing mobile culture since 2001 31
  • 32. THE MOBILEYOUTH 2013 REPORT Want more trends? MOBILEYOUTH youth marketing mobile culture since 2001
  • 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