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(Graham Brown) This is NOT #socialmedia

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Graham Brown
Graham Brown

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

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This is NOT #socialmedia
this is not social media www.AllisSocial.com
this is not social media www.AllisSocial.com
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 and always 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 who could win the most attention www.AllisSocial.com
the one who could buy the most media space www.AllisSocial.com
in the Social Era the game has changed www.AllisSocial.com
In the Social Era the winner will be the one who makes the 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 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 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 bi psycho n" dra han ist Ra mac olog VS ych Neurops www.AllisSocial.com
note how social rules such as personal space are understood but rarely articulated www.AllisSocial.com
we rely on each other to convey 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 soda www.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 Context CONTEXT 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 awards www.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 space with 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 passionate about 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 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

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(Graham Brown) 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 www.AllisSocial.com
  • 9. don’t believe the #GenY / digital native hype www.AllisSocial.com
  • 10. the medium isn’t the message www.AllisSocial.com
  • 11. …anymore www.AllisSocial.com
  • 12. so what is the end? www.AllisSocial.com
  • 13. Our goal is to create social meaning Our goal is to connect people www.AllisSocial.com
  • 14. this isn’t good news for lazy brands www.AllisSocial.com
  • 15. In the era of the Big Idea the winner was the one who could win the most attention www.AllisSocial.com
  • 16. the one who could buy the most media space www.AllisSocial.com
  • 17. in the Social Era the game has changed www.AllisSocial.com
  • 18. In the Social Era the winner will be the one who makes the best tools to connect them www.AllisSocial.com
  • 19. and this doesn’t mean" “listening to customers” www.AllisSocial.com
  • 20. or “Social Media” www.AllisSocial.com
  • 21. this means being passionate about people and understanding their Social Code www.AllisSocial.com
  • 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 www.AllisSocial.com
  • 23. the more we journey into our Social Code www.AllisSocial.com
  • 24. the more we realise we are Social by design www.AllisSocial.com
  • 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? www.AllisSocial.com
  • 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 www.AllisSocial.com
  • 27. note how social rules such as personal space are understood but rarely articulated www.AllisSocial.com
  • 28. we rely on each other to convey social meaning www.AllisSocial.com
  • 29. you call that " word-of-mouth www.AllisSocial.com
  • 30. and here’s how it works… www.AllisSocial.com
  • 31. Social Currency …how are you helping me connect better? www.AllisSocial.com
  • 32. sell the can not the soda www.AllisSocial.com
  • 33. because we’re all the same soda… www.AllisSocial.com
  • 34. what makes us special, relevant, meaningful or even loved is… www.AllisSocial.com
  • 35. …the stories we allow people to tell using our tools www.AllisSocial.com
  • 36. and if you’re not special, relevant or meaningful www.AllisSocial.com
  • 37. you don’t exist www.AllisSocial.com
  • 38. Content vs Context CONTEXT Social Packaging: what you mean to them CONTENT Your Product: what you make for them www.AllisSocial.com
  • 39. Content is not King www.AllisSocial.com
  • 40. …anymore www.AllisSocial.com
  • 41. What is this? footwear or a social tool? www.AllisSocial.com
  • 42. What is this? technology or " a social tool? www.AllisSocial.com
  • 43. …a tool to help me belong? …help me be significant? www.AllisSocial.com
  • 44. Advertising builds walls www.AllisSocial.com
  • 45. and we don’t like walls… www.AllisSocial.com
  • 46. but they’re still winning awards www.AllisSocial.com www.AllisSocial.com
  • 47. Whose profile do you look at the most… …on Facebook? www.AllisSocial.com
  • 48. I want to tell my story www.AllisSocial.com
  • 49. Why should marketing be any different? www.AllisSocial.com
  • 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 www.AllisSocial.com
  • 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 www.AllisSocial.com
  • 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 www.AllisSocial.com
  • 55. break down the walls… www.AllisSocial.com
  • 56. and that is the end www.AllisSocial.com
  • 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