(Graham Brown) This is NOT #socialmedia

This is NOT#socialmedia

this is not social media www.AllisSocial.com

Marketing ≠ Social Media MARKETING SOCIAL" MEDIA www.AllisSocial.com

before you jump on #socialmedia, think www.AllisSocial.com

real social meaning is andalways will be created ofﬂine www.AllisSocial.com

social media is a means not an end www.AllisSocial.com

don’t believe the #GenY / digital native hype www.AllisSocial.com

the medium isn’t the message www.AllisSocial.com

…anymore www.AllisSocial.com

so what is the end? www.AllisSocial.com

Our goal is to create social meaning Our goal is to connect people www.AllisSocial.com

this isn’t good news for lazy brands www.AllisSocial.com

In the era of the Big Idea the winner was the one whocould win the most attention www.AllisSocial.com

the one who could buythe most media space www.AllisSocial.com

in the Social Era the game has changed www.AllisSocial.com

In the Social Erathe winner will be the one who makesthe best tools to connect them www.AllisSocial.com

and this doesn’t mean"“listening to customers” www.AllisSocial.com

or “Social Media” www.AllisSocial.com

this means being passionate about people and understanding their Social Code www.AllisSocial.com

The Social Thinking PyramidTexting, Facebook,smoking, creeping, hauling, ContemporaryTwitter ToolsShopping, music, "sports, fashion, "food, travel GenresSharing, hanging out Timelessgossip, advice, BehaviorsinﬂuencingMirror neurons Driversstorytelling www.AllisSocial.com

the more we journey into our Social Code www.AllisSocial.com

the more we realise we are Social by design www.AllisSocial.com

Our Social Code Deep inside our brains, a set of neurons previously undiscovered – Mirror Neurons Could these neurons unlock the code to our social nature? www.AllisSocial.com

for l do r wil d fo ons A di eur DN y”! or N hat irr y w olog ! “M log bipsycho n" dra han ist Ra mac olog VS ych Neurops www.AllisSocial.com

note how social rules such as personal space areunderstood but rarely articulated www.AllisSocial.com

we rely on each other toconvey social meaning www.AllisSocial.com

you call that "word-of-mouth www.AllisSocial.com

and here’s how it works… www.AllisSocial.com

Social Currency…how are you helping me connect better? www.AllisSocial.com

sell the can not the sodawww.AllisSocial.com

because we’re all the same soda… www.AllisSocial.com

what makes us special, relevant, meaningful or even loved is… www.AllisSocial.com

…the stories we allow people to tell using our tools www.AllisSocial.com

and if you’re not special, relevant or meaningful www.AllisSocial.com

you don’t exist www.AllisSocial.com

Content vs ContextCONTEXT Social Packaging: what you mean to them CONTENT Your Product: what you make for them www.AllisSocial.com

Content is not King www.AllisSocial.com

…anymore www.AllisSocial.com

What is this? footwear or a social tool?www.AllisSocial.com

What is this?technology or " a social tool?www.AllisSocial.com

…a tool to help me belong? …help me be signiﬁcant? www.AllisSocial.com

Advertising builds walls www.AllisSocial.com

and we don’t like walls… www.AllisSocial.com

but they’re still winning awardswww.AllisSocial.com www.AllisSocial.com

Whose proﬁle do you look at the most……on Facebook? www.AllisSocial.com

I want to tell my story www.AllisSocial.com

Why should marketing be any different? www.AllisSocial.com

Are you invading their spacewith this brand story? Social Space or are you giving them Social Tools to make their own? www.AllisSocial.com

in everything an opportunity to tell their story www.AllisSocial.com

the more we understand our Social Code the more we understand marketing is not the “7 Ps” but what we do in our everyday lives www.AllisSocial.com

great marketing,branding and innovation are not strategies… they are the products of great people www.AllisSocial.com

either you’re passionateabout connecting people or you’re passionate about building walls www.AllisSocial.com

break down the walls… www.AllisSocial.com

and that is the end www.AllisSocial.com

My name is Graham Brown andI’m an author and co-founder ofmobileYouth. ""Since 2001, I’ve been studyinghow youth use technology forboth marketing clients and socialprojects. My approach is SocialThinking – understanding howtechnology and brands are SocialTools within their lives. “This is not Social Media” is acollection of key themes from mylatest book “ALL IS SOCIAL”. Findout more at www.allissocial.com www.AllisSocial.com

http://www.youthblog.org	602
http://www.mobileyouth.org	577
http://www.allissocial.com	106
http://youthblog.org	89
http://dopcandy.portsmouth.anglican.org	89
http://werb.collected.info	31
http://www.pylonsounds.com	16
http://paper.li	15
http://feeds.feedburner.com	12
http://allissocial.tumblr.com	12
http://pylonsounds.com	6
http://leannefabellar.tumblr.com	5
http://safe.tumblr.com	4
http://a0.twimg.com	2
http://us-w1.rockmelt.com	2
http://posterous.com	1
http://www.mefeedia.com	1

(Graham Brown) This is NOT #socialmedia

by Graham Brown (mobileYouth) on Sep 22, 2011

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(Graham Brown) This is NOT #socialmedia — Presentation Transcript