youth and the new media
DESCRIPTION
Michael Teoh presentation during Netbash @ MSC Malaysia InnoTech: Ideas Launchpad Penang '09.TRANSCRIPT
Youth &
The New MediaDo you really understand Web 2.0?
How are the Youths using Web 2.0?
Web 2.0 • Second generation of web-based communities and
hosted services – Social networking • Interaction, ability and opportunity to create and post
one’s own content
Boundless sharingBoundless sharing Creating communitiesCreating communities Becoming a BuzzBecoming a Buzz Relating to a CauseRelating to a Cause Making more ContactsMaking more Contacts
Why the Youths?
Future Consumers
Future Buyers
Better to Build their Loyalty NOW
Admit It – They are the Trendsetters!
They give you Revenues
They can Influence their Peers
They spread Your Brands/ Your Messages/ Their Loyalty through Web 2.0
The Advertising Web 2.0 Problem
Spamming 2.0Has Web 2.0 Lost its Personal Touch?
Where have the Community Spirit Gone?
Consumers Angry with UNWANTED Ads?
You are Not KNOWING Their Needs?
They KNOW Why You Use Web 2.0!
• ‘The are more than 100,000 social networking sites – All designed for you to reach your consumers. The more you clutter those sites with your advertisements or BOGUS communities, the more they will ignore you!’ - Seth Godin
• ‘The basic question – If you ask me to buy your product, WHAT motivates me to tell five of my other friends to do the same?’
- Seth Godin
The Culture of Mass Blasting!
Problem: - Investing on Banner Ads
- Spam through Communities
- Email addresses for Spamming
- Spamming with Messages
Talking to the ‘Open’ Consumers
Remedy: - Know your community/ consumers
- Market/ Unleash Information - At the Right Place
- At the Right Time
- At the Right Need
- Personalise is King!
- Communities as Research
Becoming Friendly or Becoming a Nuisance?
Remember! Groups Are For;A CauseAn Offer/ PromotionAn EventAn Organisation/ Brand
Become a Focused Group•Be customer-focusedBe customer-focused
•Wanting to learn & Wanting to learn & exchange exchange
•A place for ‘Permission A place for ‘Permission Marketing’Marketing’
•A place where Needs A place where Needs are knownare known
People are willing to People are willing to Listen, Admire & Receive Listen, Admire & Receive Your Information when you Your Information when you have gained their have gained their Permission!Permission!
Marketing with Web 2.0 WITHOUT Spamming
Reaching the Youths The Youthful Way
Empowering Their Voices
• Word of Mouth 2.0 – Get people to talk about you!
• Peer Influence
• You are NOT SPAMMING!
Let Them Track Back to You
Reward Them
Motivate Them
Enrich Them
You Want to be In-Control
With Web 2.0;
• Learn from THEIR Conversations• Immediately Offer them a Solution WHEN
Needed• Become THEIR Friend, Expert, Listener to
their Issues
Web 2.0
• Becoming More Personalised• Becoming More Relevant• Becoming More Caring
