Glossary

Build a Beachhead or Perish: Why everyone apart from your Fans is a distraction

by Graham Brown on February 2, 2012

Fans: All Else is mere detail   Every brand has fans, even yours Image (c) Flickr Nokia CEO Stephen Elop went on record last week talking about “Building a Beachhead” for Windows phones. It’s an interesting change in tact. By referring to “Beachheads”, Elop acknowledged a growing trend that is quietly revolutionizing marketing, one customer [...]

Mobile Video

by Graham Brown on August 18, 2011

Back to Glossary of mobileYouth concepts Mobile video use is passive rather than active communication Mobile video use is driven by teenage pirates

Social Meaning

April 22, 2011

Back to Glossary of mobileYouth concepts A key composite of Social Thinking is the assumption that real social meaning for youth is rooted in offline contact.

Read the full article →

MAP

February 2, 2011

3 step Fan MAP technology employed by mobileYouth. Measure + Articulate + Partner. Fan MAP helps brands identify clear market levers and provides a starting point in their journey to build customer dialogue. By visualizing a Brand Heatmap and employing MAP, brands can identify market clusters conducive to building a consolidated home for Earned Media [...]

Read the full article →

Youthsourcing

January 1, 2011

Youthsourcing is a term coined by Graham Brown of mobileYouth in 2010 (see original presentation) to mean crowdsourcing with young people. Bottom-up Immersion driven by the Cognitive Surplus of youth to innovate Customer Experience. Brands need Permission Assets to effectively partner with youth and Youthsource innovation.

Read the full article →

Youth Mobile Behavior

January 1, 2011

How youth use mobile phones today and why. Since 2001, mobileYouth has studied Youth Mobile Behavior to understand the motivations and drivers of youth culture, mobile technologies and trends. Understanding Youth Mobile Behavior is key to identifying future marketable innovations relevant to the mass market (e.g. Group Messaging, Mobile Money and Video), future marketing models [...]

Read the full article →

Youth Marketing

January 1, 2011

Youth Marketing isn’t a strategy, it’s a mindset. There are two approaches to Youth Marketing – the approach favored by Creative Agencies (the Loudspeaker or the Anti-Social Business model) and the approach favored by brands such as Apple, Red Bull, Ford, Monster Energy, Threadless etc (the Telephone or the Social Business model). Youth Marketing is [...]

Read the full article →

Video

January 1, 2011

Video is an emerging trend in the mobileYouth economy. Popular services include ooVoo, Skype and TinyChat. Youth use video mainly as a communication tool rather than in the active format preferred by adults. In some instances, youth prefer video to voice and text because it is conducive to Passive Communication. Youth Mobile Behavior in video [...]

Read the full article →

Vanity Metrics

January 1, 2011

Using metrics to satisfy company ego or meet targets rather than improve Customer Experience. The interpretation of the metric is key; NPS for example can be used to gauge customer satisfaction or it can be used to measure and predict market Beachheads.

Read the full article →

Value Chains

January 1, 2011

The world-view of Anti-Social Business. The value chain model of business connects specific functions of production in a linear format each adding value to the end product as it is shunted onto the market. Although business has moved on from the industrial age of production it still employs its ideas in marketing and innovation (e.g. [...]

Read the full article →

← Previous Entries