Wednesday, June 3, 2009
A mishmash of thoughts from the Ypulse Youth Marketing Mashup
I just returned from a whirlwind trip to San Francisco where I attended the Ypulse Youth Marketing Mashup. Overall I thought the conference was superb. I give a huge amount of credit to Anastasia Goodstein and everyone at Ypulse who helped "shape the discussion about how marketers, media and non-profit organizations connect with youth" (this is their boilerplate mission statement and I love it.)
Rather than get into any detail on specific panels and presentations, I'm just going to give you the quick and dirty sound bytes, buzzwords and quotes that made it into my conference notes:
Anastasia Goodstein, YPulse: "Trends may change but the core needs of teens and youth don't change. All teens want to connect with friends, spend time hanging out, figure out who they are and seek validation/fame."
Josh Shipp, HeyJosh.com: "Teens don't give a crap about your brand. If you are authentic, and figure out a way to make your self distinguishable, then you have the right to communicate. If you don't add value to your target audience, then you should not exist."
Doug Sweeney, Levi's: "Authentically insert your brand into culture and utilize multi-faceted ideas. Content is king."
Bill Carter, Fuse: "Stop wasting your marketing budget. Listen to teens."
Jacqueline Lane, SurveyU: "Awareness + useage + loyalty does not necessarily equal brand advocacy and success. You need to now consider corporate responsibility and ethics as well."
Don Tapscott, author: "If you understand youth, you understand the future."
Kate Connally, AddictingGames.com/ Nickelodeon: "Put your audience first. Build multitasking into game play. Add categories that build into their daily lives."
Lauren Puglia, Undercurrent: "Be experimental. If you screw up, fess up and then move on. Not everything has to be about ROI."
Rebecca McQuigg, The Intelligence Group: "Know your audience. Know where they are. Teens are not twittering. Make sure your marketing strategy is in line with who you’re trying to target."
Paul Yanover, Disney Online: "Create tons of engagement."
Jon Gaskell, Smarty Pig: "This generation doesn't think about money the way we do. They're not depressed about it. Money is purely a means to an end."
Matthew Palmer, Stardoll: "Tween girls don't carry credit cards. Pure ROI can't always be measurable."
Donna Fenn, author: "Teen entrepreneurship is the new lemonade stand."
And then Guy Kawasaki walked in the room and began moderating the final panel of the day. But it was time for me head to the airport...