Youth as Co-Creators: Using fans to create the most compelling brand experiences
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Using fans to create the most compelling brand experiences Miguel Bernas Youth Marketing Asia 2010 27 September 2010
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Transcript of Youth as Co-Creators: Using fans to create the most compelling brand experiences
Using fans to create the most compelling brand experiences
Miguel BernasYouth Marketing Asia 201027 September 2010
User Generated Content (UGC)aka User-Created Content (UCC)
aka Consumer-Generated Material (CGM)
Common forms: Q&A databases, digital video, blogging, podcasting, mobile phone
photography and wikis
Fan page Clubs Voting Contests Content
submissions Boards &
Forums
Why? (Or why not?)UGC todayExamples: Nokia Nseries & othersDos and Don’ts
Excuse #1“Most of the user-
generated content out there is s#//t!”
Strategic planner for a 4As advertising agency
Excuse #2“Consumers will post
negatives; we lose control of the message”
Corporate communications manager of a mobile phone manufacturer
Excuse #3“Most consumers don’t
really want to create, they just want to
consume”Brand manager for a leading sports brand
In the era of the social web, you no longer control your own message;
your customers do.
Source: 360i Search Whitepaper, Nov 2009
2,634 “Fans”!
“Worst customer service ever, especially for
corporate customers.”
“Im becoming a fan here to tell
everyone dat m1's services really
suck.”
“M1 U totally suck! I have been a loyal customer for 10+ years &
this is how U treat your customers!!! ”
• Members: 23,325• Discussion
threads: 81• Related news
stories in Google News: 17• “Boycott”
tshirt designs: 3• Formal
responses from Singtel or Starhub: 0
http://www.youtube.com/watch?v=5NTRvlrP2NU&feature=related Views: 3,140,990
“Nike Tiger Spoof” = 384 search results on Youtube: Example 1, Example 2, Example 3
#3 top site in the world (18.2% of users visit)
36% of users are 18-34, 21% are 13-17 24+ hours of video uploaded every
minute Average rate of 8 minutes per video About 150 videos per minute About 216,000 videos per day
2 billion views per daySource: Youtube’s official blog and Quantcast
Youtube: Videos uploaded vs viewed per day200,000 videos uploaded daily2 billion videos viewed daily---------------------------------------
0.01% of Youtube visitors create / upload videos
The most dynamic age
group is the 18-21 year-olds,
followed by the 22-26 year-olds and the 12-17
year-olds.
Source: Forrester Research
Nokia N93i “You Make It Nokia N93i “You Make It Reel”Reel”
ObjectiveObjective Establish leadership in Establish leadership in
videographyvideography
StrategyStrategy Demonstrate capabilities of Demonstrate capabilities of
N93i through the work of N93i through the work of Nokia fansNokia fans
“ “Don’t take it from us; we let Don’t take it from us; we let real consumers to try it”real consumers to try it”
Contest Structure Participants choose from 5 songs offered by Nokia to
download Participants shoot a 60-second music video based on
the song they have downloaded and upload it to the YMIR website
Winners selected, voted on at country level (India, Indonesia, Malaysia, Philippines, Singapore, Thailand & Vietnam)
Country winners join regional contest, culminating in a music event in Singapore
1 regional contest, executed locally in 7 countries
Contest results 2,386 sign ups 1,300 video uploads
Business results Nokia N93i exceeded sales
target by 20%
MatchMove Games: Game reviews
Wikis, Discussion Boards, Support Forums
Don’t …Don’t …1. Do nothing2. Do something half-heartedly3. Be fake
Do …Do …1. Be true to core brand values2. Execute locally3. Cater to the active and passive
alike4. Reward fans
Star Wars Uncut
Nokia N93 TVChttp://www.youtube.com/
watch?v=obMbxSTsF9Y
Fan filmhttp://www.youtube.com/
watch?v=YQrMvtchYSc
Miguel BernasYouth Marketing • Digital Entertainment • Social Media specialistMobile +65 97663754Email [email protected] Linkedin ProfileFacebook Profile
