Youth Marketing Insights » YouTube http://blogs.hillandknowlton.com/meghanstuyvenberg Inspiring best in practice youth marketing through sharing of ideas, strategy, trends and conversations about cool stuff Thu, 04 Feb 2010 04:31:40 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 YouTube Summer School – Literally…. http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/07/03/youtube-summer-school/ http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/07/03/youtube-summer-school/#comments Fri, 03 Jul 2009 05:29:32 +0000 Meghan Stuyvenberg http://blogs.hillandknowlton.com/meghanstuyvenberg/?p=148

I have often written about the role of technology in education – I think it’s an important topic that does not get enough attention. However there is a reverse side of this – and that’s educating youth about relevant (and safe) uses for technology. I think having not just basic but advanced skills with a variety of formats, channels and technology is a must.

Needless to say there is a huge opportunity for technology brands to embrace the young generation, providing the educational resources that are relevant, and in turn develop advocacy at an important stage. This is adding value 101.

That said today I have seen an interesting Apple initiative today –“From you to YouTube” – a training program on the evolution of creation of video content. The site says it’s “an intensive hands-on summer workshop for young adults in writing, shooting, directing, editing and even distributing work.” Awesome. I find it really interesting and an amazing sign of the times that “distribution” is an area of study. It got me thinking that before they just send these kids on their way, I hope as a Master Class they offer advice on Personal Branding and how to manage and maintain your reputation online. We all know the dangers of public vs private spaces, but what about how to maximise your online brand. Seems a natural next step here.

Not only do I applaud Apple for having a presence and taking a role in this space (note this is only one of many education initatives for them), I heart the grass roots foundation they have. Sounds like Summer School of my dreams!

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MySpace: R.I.P or maybe just life support? Thoughts on keeping your brand relevant. http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/06/24/myspace-rip/ http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/06/24/myspace-rip/#comments Wed, 24 Jun 2009 04:49:49 +0000 Meghan Stuyvenberg http://blogs.hillandknowlton.com/meghanstuyvenberg/?p=130

There are many examples of once loved brand giants that maybe were a bit complacent, misjudged impact of new consumer trends and in turn lost relevance with their youth audience. Ahhh, those “fickle” youth…As we know 20/20 hindsight is a bitch…

What stronger case in point is my once beloved MySpace. In 2005 it was darling of the web and a pioneer. Today, literally, it has had to face a remarkable reversal of fortune, marked by announcing that it is conducting its second round of layoffs in a week to a total reduction of nearly 30% of its staff.

From my own account I was loyal to MySpace since early 2004 when I initially joined, but when my friends almost exclusively migrated to Facebook, I found eventually I spent less and less time anywhere else. By 2008 I rarely logged on to MySpace. Over time it appears the site has evolved to become more about discovery – discovery of music, new friends, etc. Perhaps due to the self-branding options. None of things I ever really used it for in the first place. I wonder for how many this is the case?

But this story is larger than me (feign surprise). It is influence that other social networks are begining to have on the world at large which makes MySpace seem to be losing its relevance…fast. To put it in perspective, look at the other social sites and their instrumental role surrounding the recent election and since protests in Iran. Iranian opposition presidential candidate Mir Hossein Mousav has been blasting out messages as Facebook posts (see Mashable post here), YouTube has proven to be citizen journalist hot bed for raw footage you weren’t seeing on network news (see another Mashable post here), and Twitter has become a tool of the revolution (see #iranelection trending topic here).…

MySpace on the other hand? Struggling to keep its head above water, and all at a time when social media has never been more powerful.

So where did it go wrong? Well we can be sure that it is oversimplifying the issue to say they are losing relevance to its teen market and so are struggling. There have been major catalysts outside of any consumer facing issues which escalated the process. However stats reveal the user base and page views have declined, and the younger rival Facebook has overtaken. That I would argue is related to its core product/service offering losing its appeal. More concerning for them, in the US where MySpace has reigned supreme, according to recent Habbo research (June, 2009), Facebook continues to grow in popularity up to third place from fifth in 2008. Globally the research also finds YouTube and Facebook already outrank MySpace as teens top Web destinations, MySpace appearing at #4 on the list.

I guess the moral of my story is if you are marketing to a youth audience, never get too comfortable with #1 status. Keep asking yourself how you are going to stay fresh, are you still delivering to your audience’s needs. Try new things. Most importantly LISTEN. It doesn’t take a futurist to to predict what your audience is already asking for.

Lloyd Grove states in a Daily Beast article titled, “MySpace’s Dizzying Fall“, while sure it has been an incredible drop from “hot” to “on life support” for MySpace, it is possible that “neither diagnosis is true”, or perhaps both are. I would like to agree with that and extend – we should never underestimate the opportunity to inject energy into a brand and refresh it back to life. It wouldn’t be the first time innovation and change has brought new life to a fallen giant (Apple’s iPod; Nintendo’s Wii?).

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What is your “freesumer” business model? http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/03/16/freesumer-business-models/ http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/03/16/freesumer-business-models/#comments Mon, 16 Mar 2009 01:34:27 +0000 Meghan Stuyvenberg http://blogs.hillandknowlton.com/meghanstuyvenberg/?p=84 Saw this Kutiman music video flying around twitter last week, it’s amazing, not just for the concept but because I think it encompasses some of the key pillars of youth marketing – it’s creative, collective, and just cool.

Really it just comes down to talent, Kutiman is obviously a good musician in his own right, however this ultimate sampling remix is the manifestation of how youth consume in general — streaming, sampling, and SHOCK even pirating.

Whether we like it or not, the internet  model of giving “things” away for free is steering a major consumer macrotrend, and those in the connected generation are the captains of this “Freesumerism”. This YouTube sensation highlights how free doesn’t necessarily mean giving up quality, free can be premium. With more than 1 million views in 1-week (no advertising, no marketing, so SEO), it also highlights how value-add offers drive WOM – they got it for free, why not share it with friends.

So how does this materialse into revenue driving business models? There are heaps of examples that capitalise on notions of “free”. For example McDonald’s and Telstra have announced plans to provide free WiFi in 710 locations in Australia by March 2009, making it the country’s largest distributor of free internet. What a great example of brands combining forces to provide a value-add for customers. Or the subscription services model, which we are seeing emerge surrounding music distribution. With Nokia’s Comes With Music, for a few dollars per month you get access to millions of tracks for free.  Even the good old fashioned Gift With Purchase is getting a face lift – there was a recent promotion with the Commonwealth Bank and bandit.fm offering $20 per month of downloads to account holders of CBA’s new Smart Access card. This may look like a GWP promo and is in a lot of ways, but it extends the GWP concept of a throwaway token item to provide real value and good experiences to customers.

There are many more models, and many more creative examples, and as I don’t work for any of the above mentioned companies can’t speak on the business success of these specific examples. What is important however is to recognise is there is a shift in the notion of value, especially when marketing to the uber-consumers of Gen Y, so if none of these will work in your business structure no worries, sure there is one that will.

So, what is your “freesumer” business model?

NB for more information on Freesumerism check out LS:N (paid subscription required). I recently attended a Future Trends Lab they put on and discussed this macro-trend in detail, really insightful.

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