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(Graham Brown mobileYouth) #Trends: Content vs Context

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Social thinking for brands

Social thinking for brands
part of the 101 series
http://www.mobileyouthreport.com/101

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(Graham Brown mobileYouth) #Trends: Content vs Context (Graham Brown mobileYouth) #Trends: Content vs Context Presentation Transcript

  • Content vsContext
    Graham BrownmobileYouth
  • #01
    Don’t confuse content with context.
    One is what you make.
    The other iswhat you mean
    Mean
    Make
    Graham BrownmobileYouth
  • How to download the slides…
    www.MobileYouthReport.com/101
    Graham BrownmobileYouth
    View slide
  • #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
    View slide
  • #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
  • This is more than “fun, cool and personalization”
    This is more than “self-expression and identity”
    …this is about social survival
    Graham BrownmobileYouth
  • #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
  • #05
    Similarly, context is very difficult to un-learn
    Graham BrownmobileYouth
  • In every interaction, brand message and product
    we “see” the content but “feel” the context
    and it’s the feeling we buy…
    Graham BrownmobileYouth
  • #06
    Content
    vsContext
    If it was simply about Content then why would anybody buy a product that killed them?
    Logic
    vs
    Emotion
    Graham BrownmobileYouth
  • #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
  • #08
    We buy on emotion and justify with logic
    We buy context and justify it with the content
    Graham BrownmobileYouth
  • #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
  • #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
  • #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
  • How to download the slides…
    www.MobileYouthReport.com/101
    Graham BrownmobileYouth
  • #12
    How can you help me belong?
    How can you help me be significant?
    Graham BrownmobileYouth
  • #13
    Flashmob ≠ Social Thinking
    Graham BrownmobileYouth
  • #14
    Facebook Fan Page ≠ Social Thinking
    Graham BrownmobileYouth
  • #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
  • #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
  • #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
  • #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
  • #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
  • #20
    Mobile is one tool for youth
    to find and reclaim lost social space
    Graham BrownmobileYouth
  • #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
  • #22
    If anything, this generation is Generation “O”
    Generation “Optimization”
    They constantly optimize their relationships with
    brands, technologies, peers and even governments
    Graham BrownmobileYouth
  • #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
  • #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
  • #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
  • #26
    Don’t fall in love with the product
    Fall in love with
    what the product does for them
    Graham BrownmobileYouth
  • 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
  • How to download the slides…
    www.MobileYouthReport.com/101
    Graham BrownmobileYouth