http://www.YouthMarketingAcademy.com/books

1. FANS
THE 10 RULES
MARKETERS NEED
TO KNOW
www.YouthMarketingAcademy.com
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2. THE RULES HAVE CHANGED
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3. THIS ISN’T ABOUT FOCUS GROUPS,
BIG IDEAS AND WINNING AWARDS
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4. #1 FANS > AGENCIES
The average FAN isn’t 2 or 3 times more influential
than the average customer but research finds FANS
to be up to 100 times more influential
(source Youth Marketing Academy)
www.YouthMarketingAcademy.com
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5. #2 IF CUSTOMERS LIKE YOU BE AFRAID...
...BE VERY AFRAID
If this generation likes your brand, you might as well be invisible.
Marketing isn’t about “getting elected” or winning the biggest
market share anymore, it’s about finding a Beachhead of Fans
that share a common passion for your brand and activating them.
www.YouthMarketingAcademy.com
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6. #3 AWARENESS MEANS NOTHING
WHEN WAS THE LAST TIME
YOU BOUGHT A CADILLAC?
Facebook, mobile, social media or whatever - it’s no
about “top of mind”. The average American has
seen 170,000 marketing messages by age 17, how
are you any different?
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7. WE’VE COME A LONG WAY
FROM 1989 AND THE “BIG IDEA”
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8. #4 THERE IS NO OFFICIAL “BRAND STORY”
FANS own the conversation. Stop trying to be part
of it or “have a dialogue” with them about your
brand. They don’t want a dialogue with you, they
want a dialogue with each other. Help them do that.
ANYMORE...GET OVER IT
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9. #5 YOU CAN’T COMPETE WITH FANS
Creative agencies are the competition. By investing
in a monolithic brand story broadcast through a
clever social media campaign you’re simply
drowning out their own voices.
www.YouthMarketingAcademy.com
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10. #6 IF YOU DON’T KNOW
WHO YOUR FANS ARE...
...YOU HAVE ONLY CUSTOMERS
So what’s important - share of market or share of customer?
www.YouthMarketingAcademy.com
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11. #7 EVERY BRAND HAS
FANS... EVEN YOURS
Believe it. We’ve seen fans of sticky tape, noodles
and even the Nokia 1100. The problem is that many
brands try to be Apple or Red Bull when their
authentic DNA is different.
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12. MOVING FROM LIKED TO LOVED
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13. www.YouthMarketingAcademy.com
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14. #8 THE INTEREST ECONOMY IS...
...THE LONG TAIL OF IDENTITY
This generation isn’t the Pepsi Generation. We have
to move from that monolithic view of marketing to
one where youth connect through interests
regardless of geography.
www.YouthMarketingAcademy.com
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15. #9 RATHER THAN ASK: “HOW DO WE
ENGAGE OUR FANS?”
WE NEED TO BE ASKING: “HOW DO WE
BREAK DOWN THE WALLS THAT
PREVENT THEM FROM ENGAGING US?”
www.YouthMarketingAcademy.com
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16. #10 FIND YOUR FANS...
...THE REST IS MERE DETAIL
www.YouthMarketingAcademy.com
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17. www.YouthMarketingAcademy.com
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18. 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

19. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001