Graham Brown of mobileYouth shares insights from his latest book: All is Social http://www.allissocial.com

1. This is NOT
#socialmedia

2. this is not social media
www.AllisSocial.com

3. this is not social media
www.AllisSocial.com

4. this is not social media
www.AllisSocial.com

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

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

7. real social meaning is and
always will be created offline
www.AllisSocial.com

8. social media is a means
not an end
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9. don’t believe the #GenY /
digital native hype
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10. the medium isn’t the message
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11. …anymore
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12. so what is the end?
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13. Our goal is to create
social meaning
Our goal is to connect
people
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14. this isn’t good news for
lazy brands
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15. In the era of the Big Idea
the winner was the one who
could win the most attention
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16. the one who could buy
the most media space
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17. in the Social Era the game has changed
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18. In the Social Era
the winner will be
the one who makes
the best tools to connect them
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19. and this doesn’t mean"
“listening to customers”
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20. or “Social Media”
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21. this means being passionate
about people
and understanding their
Social Code
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22. The Social Thinking Pyramid
Texting, Facebook,
smoking, creeping, hauling, Contemporary
Twitter
Tools
Shopping, music, "
sports, fashion, "
food, travel
Genres
Sharing, hanging out
Timeless
gossip, advice, Behaviors
influencing
Mirror neurons
Drivers
storytelling
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23. the more we journey into
our Social Code
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24. the more we realise we
are Social by design
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25. 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?
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26. for
l do r
wil d fo
ons A di
eur DN y”!
or N hat
irr y w olog !
“M log bi
psycho n"
dra
han ist
Ra mac olog
VS ych
Neurops
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27. note how social rules such as personal space are
understood but rarely articulated
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28. we rely on each other to
convey social meaning
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29. you call that "
word-of-mouth
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30. and here’s how it works…
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31. Social Currency
…how are you helping me
connect better?
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32. sell the can
not the soda
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33. because we’re all the same soda…
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34. what makes us special, relevant,
meaningful or even loved is…
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35. …the stories we allow people to tell
using our tools
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36. and if you’re not special,
relevant or meaningful
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37. you don’t exist
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38. Content vs
Context
CONTEXT
Social Packaging: what
you mean to them
CONTENT
Your Product: what
you make for them
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39. Content is not King
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40. …anymore
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41. What is this?
footwear or
a social tool?
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42. What is this?
technology or "
a social tool?
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43. …a tool to help me belong?
…help me be significant?
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44. Advertising builds walls
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45. and we don’t like walls…
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46. but they’re still winning awards
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www.AllisSocial.com

47. Whose profile do you look at the most…
…on Facebook?
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48. I want to tell my story
www.AllisSocial.com

49. Why should marketing be
any different?
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50. Are you invading their space
with this brand story?
Social
Space
or are you giving them
Social Tools to make
their own?
www.AllisSocial.com

51. in everything an opportunity to tell their story
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52. 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
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53. great marketing,
branding and innovation
are not strategies…
they are the products of
great people
www.AllisSocial.com

54. either you’re passionate
about connecting people
or you’re passionate
about building walls
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55. break down the walls…
www.AllisSocial.com

56. and that is the end
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57. My name is Graham Brown and
I’m an author and co-founder of
mobileYouth. "
"
Since 2001, I’ve been studying
how youth use technology for
both marketing clients and social
projects. My approach is Social
Thinking – understanding how
technology and brands are Social
Tools within their lives.
“This is not Social Media” is a
collection of key themes from my
latest book “ALL IS SOCIAL”. Find
out more at www.allissocial.com
www.AllisSocial.com