2. #01 Don’t confuse content with context. One is what you make. The other iswhat you mean Mean Make Graham BrownmobileYouth
3. How to download the slides… www.MobileYouthReport.com/101 Graham BrownmobileYouth
4. #02 Social Packaging Context Your Product Content Think of your product as content and the social packaging as its context Now think of ways to increase the value of the context and reduce the cost of the content Graham BrownmobileYouth Graham Brown www.allissocial.com
5. #03 Badge of peer group inclusion Ideas and memes to create social currency Opportunity to hack product to demonstrate status Stay in touch with friends Status display Mobile phone orSocial tool? Graham BrownmobileYouth
6. This is more than “fun, cool and personalization” This is more than “self-expression and identity” …this is about social survival Graham BrownmobileYouth
7. #04 Your brain is a very powerful context builder. In this example, you’ll see how good it is as making sense out of the nonsensical Graham BrownmobileYouth
9. In every interaction, brand message and product we “see” the content but “feel” the context and it’s the feeling we buy… Graham BrownmobileYouth
10. #06 Content vsContext If it was simply about Content then why would anybody buy a product that killed them? Logic vs Emotion Graham BrownmobileYouth
11. #07 Content vsContext Logic vs Emotion If it was simply about Content then why would we need to be reminded that our mobile phones aren’t as important as our lives? Graham BrownmobileYouth
12. #08 We buy on emotion and justify with logic We buy context and justify it with the content Graham BrownmobileYouth
13. #09 Everything is a social tool – interchangable, comparable and replacable US Mobile Phone Ownership Rates % Usage 14-22 yr olds US Smoking Rates source mobileYouth 2011 Graham BrownmobileYouth
14. #10 Social Thinking is they way we view our product Every product, brand or marketingmessage is a tool to help youth fulfill their 2 key drivers Graham BrownmobileYouth
15. #11 EarlyTeens Young Adults Late Teens Students Need to belong(Peer group reinforcement) Underpinning all youth behavior are 2 timeless drivers Need to be significant(Status) Graham BrownmobileYouth
16. How to download the slides… www.MobileYouthReport.com/101 Graham BrownmobileYouth
17. #12 How can you help me belong? How can you help me be significant? Graham BrownmobileYouth
20. #15 Social Media ≠ Social ThinkingAllmediaissocialIf it’s not social it isn’t media. “Social Media” suggests there should be “media” and a “social” variant. This style of thinking permits traditional “media” to be non-social. That’s why we need to stop thinking in terms of “media” and “social media” because it makes us focus on media format not function. Graham BrownmobileYouth
21. #16 The Social Thinking Pyramid Innovation & Influence Change Cultural Hacking & Youthsourcing PositiveDeviance Optimization of products and marketing Day to day brand interaction Value derived from products Social Currency Fundamental drivers, mirror neurons Social Survival Graham BrownmobileYouth
22. #17 The traditional/non-traditional marketing debate has wrongly focused on medium “Traditional” is defined not by media choice but whether it focuses on creating content or context Graham BrownmobileYouth
23. #18 Marketing should not be divorced from our day-to-day existence. We live and breathe to to connect with others and marketing needs to become part of this reality rather than an interruption to it Graham BrownmobileYouth
24. #19 Think less “digital native” and more “disconnected generation”. Here is a generation not allowed to play outside, speak to strangers,uprooted from traditional collective communities and transplanted into faceless cities no wonder they place value on tools that help them connect Graham BrownmobileYouth
25. #20 Mobile is one tool for youth to find and reclaim lost social space Graham BrownmobileYouth
26. #21 Moving from communal to independent existence youth lose their inherited social infrastructure. Every product, technology or trend becomes an opportunity to reclaim that sense of community Graham BrownmobileYouth
27. #22 If anything, this generation is Generation “O” Generation “Optimization” They constantly optimize their relationships with brands, technologies, peers and even governments Graham BrownmobileYouth
28. #23 Brands lose youth when they build walls We build walls when we try to protect Like water, Generation O will find a way through the cracks Graham BrownmobileYouth
29. #24 With each new piece of information or updated interaction youth are subconsciously asking… “Which gives me the most Social Currency bang for my buck?” Graham BrownmobileYouth
30. #25 We are largely unaware of these social realities because we cannot see life without them. It’s like being “aware” of the speed the Earth revolves around The Sun to us these realities are relative constants, so invisible Graham BrownmobileYouth
31. #26 Don’t fall in love with the product Fall in love with what the product does for them Graham BrownmobileYouth
32. Graham Brown mobileYouth Since 2001, mobileYouth has been helping companies build bridges with the youth market.Graham is a regular industry commentator on youth media and marketing and has appeared on CNN, CNBC and in the FT, WSJ and Sunday Times Graham BrownmobileYouth
33. How to download the slides… www.MobileYouthReport.com/101 Graham BrownmobileYouth