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All is Social [Kindle Edition]

Graham Brown
4.7 out of 5 stars  See all reviews (3 customer reviews)

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  • Length: 335 pages (estimated)
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Book Description

Social Thinking - a new approach to an age old marketing problem

How do you connect with people at the emotional level?
For the last 50 years we've been making people laugh and cry. We've given them the California Raisins and the Pepsi Generation. We've given them meaning and social currency for tomorrow's conversation across offices and college campuses.

But that was before the arrival of digital and the rise of the attention economy. That was before mobile, cable TV, Facebook and Youtube. We now exist in an era where marketing is no longer defined by media choices but by mindset choices. In All is Social, Graham Brown helps readers understand how to re-frame marketing on simple social truths in an approach called Social Thinking. By understanding the human Social Code we can reconnect brand stories with our human need for empathy, emotion and sharing.

The Social Code

Hachiko Exit, Shibuya Station, Tokyo. Outside of the busiest subway station in the world's busiest city stand four students neatly in a line staring at the screens of their mobile phones. It's a scene that could be repeated in any city, any culture, anywhere in the world. What makes the scene memorable, however, is the students are standing equidistant apart. Four strangers in a line acting but aware of each other's presence. This is our Social Code - the hidden hand that guides and shapes our behavior without us even being aware of it.

In All is Social, author Graham Brown embarks on a global quest to uncover the Social Code and use the findings to help marketers navigate the changing modern media landscape. What he uncovers, however, isn't a new "4 Ps" but a challenge set out to marketers and media execs to reconnect marketing with these social truths.

The Social Code is a force that shapes our behavior, identity and even how we see the world. The Social Code is more important than food and, on occasion, than life itself. Understanding how our Code works is key to brand success today. This isn't about buying media, clever ad campaigns or "getting onto Facebook" anymore, this is about developing a deeper understanding of our emotional core and what it is to be human.

Product Details

  • File Size: 795 KB
  • Print Length: 335 pages
  • Simultaneous Device Usage: Unlimited
  • Publisher: mobileYouth (September 19, 2011)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #1,352,321 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

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2 of 2 people found the following review helpful
5.0 out of 5 stars Very thought provoking September 20, 2012
Format:Kindle Edition|Verified Purchase
An interesting look at human behavior, psychology and social trends. Regardless of your interest in marketing this book will still entertain, educate, and make you really think about how we as humans behave and why. This book takes you on a tour around the world, telling stories of how different people in different cultures behave, yet how we are all so similar. The chapter titled "Alvin's Kindle" was particularly interesting telling of the human willpower, ingenuity, and how anything can become a business, whether you want it to or not. A very cool book and well worth the read.
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2 of 2 people found the following review helpful
4.0 out of 5 stars Social Thinking March 19, 2012
Format:Kindle Edition|Verified Purchase
I just completed reading this awesome book. I had to chose a book for a class assignment and what started as school work turned in to something much better. I found All is Social as an eye opening look into the world of social media and marketing with a little psychology. I highly recommend this books to others looking to expand their knowledge and view of marketing to youth and the use of social media. It really helped me to view marketing in different ways and the concepts and ideas I took away from my reading with help in my future marketing.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Pure gold August 16, 2013
Format:Kindle Edition|Verified Purchase
Benjamin Graham wrote the best book on investing.
Graham Brown wrote the best book on marketing.
Economically speaking every sentence in this book is worth price paid for the book.
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More About the Author

Author, Director and Founder, mobileYouth and Chairman & Founder of The Youth Marketing Academy.

Business author & speaker on the psychology of communication and media. Author of the the annual "mobileYouth" report, Youth Marketing Handbook, Youth Marketing 101, All is Social and the Influence Guide.

Since witnessing the growth of youth media and technology having lived in Japan in the early 90s, Graham along with business partner Josh Dhaliwal has helped grow mobileYouth to serve over 250 clients in 60 countries worldwide - names such as Vodafone, Nokia, Coke, McDonald's, Telenor, Red Bull, Nike, Monster Energy, Orange, O2, Verizon, Boost Mobile, the UK government and the European Commission.

Graham is a regular public speaker and has presented at the 3GSM World Congress, Barcelona and been interviewed on CNN, CNBC, BBC TV and Radio. His work has also featured in the Wall Street Journal, Financial Times and the Guardian. He hosts the youth marketing stream on Upstart Radio and mobileYouth's own TV channel.

Graham is also a judge on the Mobile Marketing Association's Award Panel, advisory board member to UNICEF on their mobile media strategies and an advisor to the Global Youth Marketing Forum in India.


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