Mobile Youth and Social Media - new research (quick preview)
Finally launches tomorrow. Here’s what we are advising our clients on this research area:
1) Clarity: Enter Social Media with clearly defined organizational goals (e.g. reduce churn rates, time to market with crowdsourcing your product development, improve your net promoter score etc)
2) Incumbents: Invest your efforts into established internet Social Media with mobile presence as opposed to pure mobile social plays (yes, web 2.0 techies love them but you’re goals needs to be generating enough social proof to persuade planners to commit to the channel - and pure plays are not there yet)
3) Utility: Think “how can mobile generate further social utility for your consumers using social media?” as opposed to “how can we create mobile social media”? ~ your efforts need to further enhance and fulfill the 2 key fundamentals of youth consumer behavior (as highlighted in the report). That’s the Value Add we’re talking about in the report.
4) Many Small Niches: Build a portfolio of Social Media offerings that are lifestyle specific (either lifestyle focused apps on generic platforms) or lifestyle-specific platforms (eg Student or ethnic social networks) that match your core marketing objectives. Focus on brand consistency in your message and deliver consistently to your marketing beachheads within these segments.
5) Go Micro: Focus on integrating your efforts at the lowest common denominator - ie what is the one thing your service does well and focus on that rather than being a generic “everything to everybody”. Utilize micro platforms such as Twitter as they gain popularity with youth to incorporate your mashups & applications.
6) Redefine your KPI: Going Social with existing industrial indicators (eg ARPU and market share) is merely meatball sundae thinking. You need to look at new metrics to reward your activity alongside traditional ones - eg Loyalty, Churn rates, Net Promoter Score, Lifestime Value etc.
Presentation to follow tomorrow.
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