Graham Brown

Influence

January 1, 2011

In the Age of Differentiation, Influence was generated by the Big Ideas of Creative Agencies. In the Age of Discovery, Influence happens when young people tell their stories to friends. The brand becomes a Social Tool in helping them telling that story. If the brand is conducive to Storytelling, it has positive influence generating Earned [...]

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Immersion

January 1, 2011

Immersion is to market research what partnership marketing is to advertising. Immersion is Ethnographic research that studies youth in their natural social Context (the 3H). Immersion encourages brands to step out of their own comfort zone and into the world of youth. Immersion yields insights on Social Context (key motivations behind their behaviors). These insights [...]

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Identity

January 1, 2011

Who are the young mobile owners? Identity builds traditional demographic information with social behavior and motivational insights. Understanding Identity helps brands identify their own Fans and Change Agents.

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Group Messaging

January 1, 2011

Next Generation Messaging that combines mobile messaging with Discrete Networks. Examples being BBM, Whatsapp and iMessage that allow youth to create and manage their own groups.

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Generation O

January 1, 2011

Young people. The optimizers. We use the term Generation O to define today’s generation of young mobile owners (aged 10-29 yrs). In the mobileYouth Economy, Generation O will be the generation that changes everything. 1.8 billion mobile owning youth across 65 countries. This is a market worth nearly $400 billion annually, over $100 billion in [...]

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Gating

January 1, 2011

In the modern Attention Economy, 95% of your marketing messages are gated about by youth. The Neuropsychological basis for this phenomena is called “gating”. In everyday terms it’s why drivers hit cyclists even thought they are in plain view. In marketing terms, it’s why youth don’t pay attention to products like the Lumia or the [...]

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Focus Groups

January 1, 2011

Traditional market research techniques are the hallmark of Anti-Social Business in the mobileYouth Economy. Focus Groups and Market Research Communities draw insights from unnatural Contexts (fabricated communities). Social Business employs Immersion studies of youth in the field – their natural environment (the 3H).

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Fan Mapping

January 1, 2011

mobileYouth’s Fanspotting methodology for clients. To navigate the new landscape in the Age of Discovery, you’ll need a reliable map. mobileYouth’s MAP (MAP: Measure, Articulate, Profile) uses a combination of EMI, Brand Heatmaps and Immersion to generate MAPs for mobile brands.

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Fanspotting

January 1, 2011

Unlike traditional marketing, Fanspotting doesn’t commit 100% of the budget to 100% of the market. In the Age of Discovery, successful marketing strategies employ the 90-10 rule to generate Earned Media with Fans. Fanspotting identifies the key 10% – the influencers, the fans – and leverages this Beachhead to influence the remaining 90%. Fanspotting leverages [...]

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Fans

January 1, 2011

You spent your whole marketing career trying to get customers to like you when all along you ignored the inconvenient truth of the Fans who already loved you. Fans aren’t just 2 or 3 times more influential than your average customer, they can be up to 100 times more influential. Focus on your fans, build [...]

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