Graham Brown

One to One

January 1, 2011

One-to-one marketing is the goal of traditional Anti-Social Business practises in the Age of Differentiation. One-to-one employs CRM and Listening tactics to isolate and segment customers. In the Age of Discovery, Social Business needs to move to a Many-to-Many model that seeks to connect customers with each other in a Point-to-Point manner.

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Offline

January 1, 2011

All social meaning is created offline. Youth use online Social Tools to ultimately facilitate offline Social Currency (hooking up with friends, shared interests, hobbies etc). For brands to create Social Currency for youth they have to use offline as the end goal of interaction.

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Net Promoter System

January 1, 2011

Used as a standalone, Net Promoter Score can become a vanity metric used to replace customer satisfaction questionnaires. In Social Business, NPS can be turned into a system (as with mobileYouth’s SMART index) to identify Fans, Beachheads and market lines of influence. See also: NPS: A system to create young fans

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Net Promoter Score

January 1, 2011

Net Promoter Score – a simple Earned Media Index to measure recommendation and Influence. See mobileYouth’s own SMART Index and Net Promoter System. While NPS is effective at identifying Beachheads and Fans, it needs to be used as a Net Promoter System rather than as a Vanity Metric See also: NPS: A system to create [...]

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Droidettes

January 1, 2011

Term used by a group of young Disruptive Divas (originally in relation to a Google Android development program). mobileYouth uses this term to describe a wider movement of technologically aware females (particularly females) interested in mobile development.

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The mobileYouth Economy

January 1, 2011

A $400 billion economy of 1.8 billion customers. The mobileYouth Economy comprises handset manufacturers, operators, app developers, mobile money providers and customers. In 2012, the mobileYouth Economy enters the Age of Discovery meaning a shift in the competitive landscape from suppliers to customers.

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Mobile Money

January 1, 2011

Mobile Money means commerce, payments and banking on the mobile phone. Increasingly, mobile phones can function as tools of payment and commerce. Young people are at the forefront of Mobile Money because a) they lack the establish credit history and infrastructure, b) new mechanisms facilitate their social lives and c) youth have are more open [...]

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Mobile Culture

January 1, 2011

In the Age of Discovery, Mobile Culture has moved from being focused on technologies to inherent Social Drivers. Mobile Culture looks out how young people are using mobile devices to tell their story. Mobile Culture studies the motivations behind key youth trends and behaviors such as Instagram, Video and Group Messaging.

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Metro Affluents

January 1, 2011

Wealthy middle class youth of the urban emerging markets. Their spending power and mobile usage profiles is closer to youth in developed economies than their domestic peers.

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Market Research Communities

January 1, 2011

Market Research Communities are the Focus Groups of the Social Media era. Taking Market Research online and using social media doesn’t make it any more relevant. Choices in media won’t augment dialogue and insight. Like Focus Groups, Market Research Communities still lack Social Context by studying youth dialogue in unnatural settings. Real meaning comes from [...]

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