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The Social Customer and Youth Marketing

Course Summary

How to create a compelling Customer Experience for GenY and Millennials by better understanding their Social motivations


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    Course Syllabus

    • Meet The Social Customer
      • What is The Social Customer?
      • 10 Insights into The Social Customer
      • Understanding The Social Customer
    • THE SOCIAL CODE
      • Influence: Understanding the New Rules
      • Earned Media (recommendation) is governed by the Social Code
      • Paid vs Earned Media (Graham Brown explains)
    • GROWING UP ANALOG: real meaning is created offline
      • All Meaning is Created Offline
      • Exercise - What Great Brands Do
      • [LIVE] How Apple uses retail as Frontline
    • THE DISCONNECTED GENERATION
      • Social Space Explained
      • The Food Truck Movement in LA
      • The London Riots - WTF?
      • [LIVE] Marketing lesson from Starbucks
      • [LIVE] Arnette in reaching youth influencers
      • Threadless helps connect the disconnected
    • ACTIVE VS PASSIVE COMMUNICATION
      • Open to Discrete Tools: Trends in Teen Mobile Usage
    • SOCIAL TOOLS: from cigarettes to mobile phones
      • Everything can be a Social Tool
      • [LIVE] Everything is a Social Tool
      • Cigarettes: a common Social Tool
      • The role of anthropology in discovering Social Tools
      • Understanding Social Tools from Content Vs Context perspective
      • Exercise - Content vs Context
      • Expert Interview - Graham Brown - Content vs Context
      • Content vs Context (2)
      • Content vs Context (from the Youth Marketing Handbook)
      • Exercise - Can you spot Social Tools?
      • Brand As Social Tools
      • Expert Interview - Graham Brown - Brands as Social Tools
      • Graham Brown takes a look at Red Bull's Marketing
      • [LIVE] Is Nokia the best phone ever?
      • [LIVE] Brand stories are not created by brands
      • Brand Pyramids
    • TYRANNY OF IDENTITY: the value of privacy
      • Are Teens Leaving Facebook?
      • Why Facebook is not enough for teens
    • Ready for action? Here's what you need to do (and avoid)
      • Design vs Social Thinking
      • Making it pink doesn't make it a Social Tool for women
      • This is NOT #socialmedia
      • Why Creative Agencies Suck
      • Mindset: Loudspeaker Vs Telephone
      • Exercise - Loudspeaker In Action
      • Brand Democracy
    • Applying the Social Customer Framework to Youth Marketing
      • [LIVE] The past and coming decade in Youth Marketing
      • 10 Key Youth Marketing Concepts Explained
      • Challenge #1: Rising Cost Of Youth Attention
      • [LIVE] Awareness vs Attention
      • Exercise - Cost of Youth Attention
      • Expert Interview - Graham Brown - Cost of Youth Attention
      • Fragmented Youth Attention Economy
      • What Do Youth Care About (hint: not your brand)
      • Stop the Celebrity
      • Exercise - What DO Youth Care About?
      • So You Think You Know Teens?
      • The 7 Secrets of Student Marketing
      • What Great Brands Do
      • Youth Retail Insights
      • How can Auto Reach Youth Through Customer Service?
      • Youthsourcing
    • Start with your Fans
      • Introduction - Not All Customers Are The Same
      • Exercise - What Fans Do
      • Fans
      • [LIVE] What brands can learn from internet Fandoms
      • Fanspotting
      • Fanspotting (2)
      • Build a Beachhead or Perish
      • [LIVE] How to (not) involve Fans
      • How do Apple, Amazon and O2 create Fans?
      • How to Youthsource Like Ford
      • Teens: Instagram's Growing Vocal Minority
    • Expert Panel
      • Graham Brown, Founder of mobileYouth
      • Tom Ryan, CEO of Threadless
      • Vipe Desai, Director of Marketing Monster Energy
      • John Waraniak, VP of Technology of SEMA
      • Roman Tsunder, Cause Marketing
      • Nancy Lublin, DoSomething.org
      • Gregg Witt, Premise Immersive Marketing
      • Ian Calvert, Instant Grass
    • Recommended Further Reading
      • All is Social
      • Influence: A Marketer's Handbook
      • Fans: from Liked to Loved
      • Youth Marketing Handbook
      • Youth Marketing 101
      • The Mobile Youth


Course Fee:
USD 47

Course Type:

Self-Study

Course Status:

Active

Workload:

1 - 4 hours / week

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Awards & Accolades for MyTechLogy
Winner of
REDHERRING
Top 100 Asia
Finalist at SiTF Awards 2014 under the category Best Social & Community Product
Finalist at HR Vendor of the Year 2015 Awards under the category Best Learning Management System
Finalist at HR Vendor of the Year 2015 Awards under the category Best Talent Management Software
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