(Graham Brown mobileYouth) #Trends: Content vs Context

Content vsContext
Graham BrownmobileYouth

#01
Don’t confuse content with context.
One is what you make.
The other iswhat you mean
Mean
Make

How to download the slides…
www.MobileYouthReport.com/101

#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 Brown www.allissocial.com

#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?

This is more than “fun, cool and personalization”
This is more than “self-expression and identity”
…this is about social survival

#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

#05
Similarly, context is very difficult to un-learn

In every interaction, brand message and product
we “see” the content but “feel” the context
and it’s the feeling we buy…

#06
Content
vsContext
If it was simply about Content then why would anybody buy a product that killed them?
Logic
vs
Emotion

#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?

#08
We buy on emotion and justify with logic
We buy context and justify it with the content

#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

#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

#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)

#12
How can you help me belong?
How can you help me be significant?

#13
Flashmob ≠ Social Thinking

#14
Facebook Fan Page ≠ Social Thinking

#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.

#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

#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

#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

#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

#20
Mobile is one tool for youth
to find and reclaim lost social space

#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

#22
If anything, this generation is Generation “O”
Generation “Optimization”
They constantly optimize their relationships with
brands, technologies, peers and even governments

#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

#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?”

#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

#26
Don’t fall in love with the product
Fall in love with
what the product does for them

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

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(Graham Brown mobileYouth) #Trends: Content vs Context

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