My reflections and interpretations of the various presentations at the Global Youth Marketing Conference in Feb 2010. The A-Z device is something one of the presenters used there.

1. Hello, Iʼm from the internet.
From A-Z

2. • Anytime,
anywhere
• On digital
– Geotag
– Twitter
A – foursquare
– Flash Mobs
• In real life
– Malls
– Cinemas
– Hang-outs

3. Coca Cola – Happiness Machine

4. Coca Cola – Happiness Machine

5. Coca Cola – Happiness Machine

6. • Build ideas, not
apps
B • Nike+
• Starbucks
• Dominos

7. Nike+ Men vs. Women

8. Nike+ Men vs. Women

9. • Contextualize,
donʼt
generalize
• People are
busy living
their lives.
C Make things
easy for them.
Want them to
save the
World, create a
system that
works.

10. • Do no evil
• They donʼt just
expect your
D products to be
good – they
also expect it
to be
responsible.

11. • Exchange before
you engage
• This is about
exchanging in
various ways. With
digital media, it
invariably comes
down to pure
E content, or easter-
egg style snippets
• In India, the
ZooZoos were a
good example of
something that
isnʼt quite content
and isnʼt quite
advertising

12. • Focus on social, not
functional
• Itʼs all about what
they can do with what
youʼre saying, not
how what youʼre
saying can do for
F them.
• Ritesh Ghosal, Head
of Marketing for TATA
DoCoMo cited this as
the reasoning behind
their communication
philosophy.

13. • Grow trust, get invited
in, bring them out of
their safety zone
• You arenʼt likely to
make much headway
into peopleʼs lives
today unless they
trust you. Speaker
after speaker spoke
about the need for
G growing relationships,
about not being
intrusive.
• The Social Media
landscape will begin
to fragment even
more, soon. What
happens when social
networks are closed
to you?

14. • Grow trust, get invited
in, bring them out of
their safety zone
• You arenʼt likely to
make much headway
into peopleʼs lives
today unless they
trust you. Speaker
after speaker spoke
about the need for
G growing relationships,
about not being
intrusive.
• The Social Media
landscape will begin
to fragment even
more, soon. What
happens when social
networks are closed
to you?

15. • Hi-Touch
makes Hi-Tech
work
H
• Like Burger
King, selling
you T-Shirts.

16. • Hi-Touch
makes Hi-Tech
work
H
• Like Burger
King, selling
you T-Shirts.

17. • Invite, involve, inform
• Fiesta Movement
• Pushkar Sane of
Starcom went into
detail on the role of
“super-influencers”
within society; and
how theyʼve evolved
I with digital media.
• Where earlier you
used to communicate
to 100%, be
considered by 10%
and bought by 1%;
today you
communicate to 1%,
excite 10% and
therefore engage
100%

18. • Join
communities,
donʼt build
them
J • Mercedes are
very active on
all social media
formats, for
example.

19. Mercedes-Benz and Hot Wheels on their Youtube
channels

20. Mercedes-Benz and Hot Wheels on their Youtube
channels

21. Mercedes-Benz and Hot Wheels on their Youtube
channels

22. • Keep it short,
simple, and
social
K • Dominosʼ
Whatʼd you do
with your 30
minutes?

23. • Keep it short,
simple, and
social
K • Dominosʼ
Whatʼd you do
with your 30
minutes?

24. • Love what you
do, who you are
L • Communicate it
• Apple iPod

25. • Love what you
do, who you are
L • Communicate it
• Apple iPod

26. • Make friends
first
• Amish Tripathi
spoke about the
Obama
campaign – 5
M million
volunteers,
35,000 volunteer
groups.
• He created fans
and then got out
the vote.

27. • Never lie,
theyʼre young,
not stupid
• Do encourage
them to
N suspend
disbelief,
though, do
inspire.
• Halo 3 ODST

28. • Never lie,
theyʼre young,
not stupid
• Do encourage
them to
N suspend
disbelief,
though, do
inspire.
• Halo 3 ODST

29. • Observe,
listen, learn
• With so many
outlets
available to
people today –
O keeping your
ear to the
ground,
hearing what
people are
saying is
important

30. • Proud is good,
loud is not
• If youʼre smart,
P make yourself
endearing, not
overbearing
• Intel

31. • Proud is good,
loud is not
• If youʼre smart,
P make yourself
endearing, not
overbearing
• Intel

32. • Keep questioning
the status quo
• Nike do this best.
• One of the best
ways to work with
the youth is to
Q enable or
encourage
ʻrebellionʼ in one
form or another.
• More attitude, less
harmless, more
constructive, less
destructive.

33. • Keep questioning
the status quo
• Nike do this best.
• One of the best
ways to work with
the youth is to
Q enable or
encourage
ʻrebellionʼ in one
form or another.
• More attitude, less
harmless, more
constructive, less
destructive.

34. • Real and human. Be
what you are, say what
youʼre not
• Rameet Arora of Colors
and Gulshan Verma of
Ernst & Young spoke of
his at length.
• They took pains to point
out that a large part of
R what we call the “youth”
today still watch a lot of
Television, still hold to
values that we canʼt see
if weʼre looking from
above.
• The point being, that
there are spaces in the
market for each brand –
stay true to who you are
first.

35. • Socialize
• No point in
trying to
communicate
today if donʼt
want to talk.
S
• What kind of
product do you
have? What
can it be?
Open it up, like
Starbucks

36. • Tweet and
make stuff
• Online and the
real world
arenʼt two
separate
things. Donʼt
T differentiate,
link.
• A presentation
by Nicholas
Roope, from
Poke London,
on “building
stuff”

37. • Tweet and
make stuff
• Online and the
real world
arenʼt two
separate
things. Donʼt
T differentiate,
link.
• A presentation
by Nicholas
Roope, from
Poke London,
on “building
stuff”

38. • U-tals, not
portals
• If they want
U facebook on
yahoo, give
them facebook
on yahoo

39. • If v = me,
youʼre home
• Really get into
their lives,
become a part
of who they
are.
V
• Crispin Porter
tried these for
Microsoft. The
juryʼs still out,
but not a bad
effort to
counter Apple.

40. • If v = me,
youʼre home
• Really get into
their lives,
become a part
of who they
are.
V
• Crispin Porter
tried these for
Microsoft. The
juryʼs still out,
but not a bad
effort to
counter Apple.

41. • Websites are
passé
• In March last
year, Skittles
replaced their
website with
social media
W components.
• News came via
twitter, products
via wikipedia,
commercials via
youtube and
photos via flickr

42. • Find your X-
factor
• Figure out who
you really are.
You may do
well for this
X reason or that,
but without
ever being truly
distinctive.
• Nike: Last 1%

43. • Find your X-
factor
• Figure out who
you really are.
You may do
well for this
X reason or that,
but without
ever being truly
distinctive.
• Nike: Last 1%

44. • Gen Y is also
the Why
Y Generation.
Have answers

45. EA Sports – Tiger Woods

46. EA Sports – Tiger Woods

47. EA Sports – Tiger Woods

48. • Z is never the
last word, it
leads back into
A – anytime,
Z anywhere –
keep the
conversation
going