The Golden 3C Rule   Content   Content   Community                             Content                                    ...
the previous slidewas fake or better: it’s too old fashioned
The Golden C Rule   Content                               YES!   Content                               Content   Stefanos ...
H!"                      Y#$!Let’s get to Know each other
Who are you?
Who am I?                                        What                          I’m an 
                          Informati...
Aboutxplain.co
a 365 Agency7
             >78
             beloved Brands!                         WOMMACountries               Proud Mem...
In Less Than 4 Years205
Social Media Pages                      >8.4M                      Brands’ Fans, Followers        ...
Our Latest Achievements                                                                               Think GreenGRAND EFF...
We Cracked the Way on How to ConnectSocial Media Results 
with Brand’s Performance!
Let’s xplainLet’s talk about FACTS
There is 
a Communication GapTraditional media are going
Web = Content
Social Web = UGCmostly
My
News
Feed
into 1h!
My
News
Feed
into 1h!
My
News
Feed
into 1h!
My
News
Feed
into 1h!
My
News
Feed
into 1h!
My
       Mostly
News
 User Generated ContentFeed
into 1h!
83% of 
Branded Content 
= Spambased on our recent research
320 Million Tweets /daywho is talking now?
3.7 Billion Shares /weekare u talking to me?
EveryMinute ofEach DayWTF!
2 to 3 youngsterswould rather sms/chat than talk
Attention SpanTime Droppedfrom 12 mins 
to 9 sec!in the Last 7 years
Information Noise Worldand we live in this
*Japanese: 
Dakara Nani?   So What?
Content is the King!Only if You Treat it Like a King
It’s NOT 
about Technology
It’s NOT 
about 
Platforms
It’s NOT 
about 
Devices
It’s NOT 
about 
Social Media
Marketing          Author of The Thank you Economy, Investor & Serial Entrepreneur          ...
BUT
It’s AboutContentIn the Right Context
It’s AboutHumansLooking for Solutions
SO
It’s ALL About
Content MarketingOh yes!
And You NEED 
a Serious Content Strategy 
if you want your Brand to Have 
a Serious Communication.                        ...
Is there any Model?Content Marketing Models
Not that model!lol
5 Models 
That Workin more than 75 Brands                          *We use more 
                          than 37 Optimiz...
Your Brand’s Media Ecosystem (facebook)paid.  owned.  earned. fb ads                  brand’s fb page           pure ugcPa...
Your Brand’s Communication Model           a         awareness                                 NO!           i         int...
Forget the 4P Mix, Go for the 4E Mix                     Engage   Educate                     Excite Evangelize
Human Optimized Content Model                 Neuro 
                 Linguistic 
                 Programming   NLP      ...
Human Optimized Content Features Model                 The Kano model is a structured                 model about product ...
7 Layers of a 
Content Strategy ModelIf you Care about ROI
The Impact of Content                                               Satisfaction &
                                       ...
71%of consumer purchase                    
decisions primarilyinfluenced by WOM 
(McKinsey, 2011)
Listen 
before 
you TalkYou’ve heard this more than 1000 times                                          1
80% of CEOs Believe thatUsers have GreatExperience with theirProducts.
80% of CEOs Believe that    Users have Great    Experience with their    Products.    8%    Only                          ...
Define the Context             The Brand’s Nature       2    The Medium’s 
             Environment
Define the Topics              The Brand’s 
              Nature & Values        3    Carewords
KISSSSS U Each Post       Short   Simple    Sweet 4    Sexy    Shareable Useful
Photos are the Queen           For Visualization   5
81%            
more reach than text42% 
more shares than video
Photos are the Queen                  Reach                  Earned
                  Media    5
Think as a Coach       4- 4- 2          0%         0%      0% 6    Social
       Emotional Topics   Branded
Evaluate 
Everything                             7Content Strategywithout Evaluation is justa Road to Failure
Some TakeawaysFood for Thought
People are Not 
Searching for BrandsThey Search for Solutions toTheir Daily Life
Become a 
Solution Provider
&     Consumers   Brandsα   Are the Media
Great and ONLY Great 
Content is the ONLY way 
to Change Perspectives,Stimulate Minds, Drive Sales
This Is 
                                  a Real                                  Example                                ...
In a World where EVERYBODY 
                      
speaks at the same time,Brands have ONLY 
One Direction
Go Pro or Go Home                                     Make 
       Please Don’t Create 
         The       Another one Bor...
Thank U!  Now Make 
  Your Move!  Contact Us:          XPLAIN.co  LetsRock@xplain.co   Romania | Switzerland | Cyprus | Gr...
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Content ueber Alles!

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Presentation by Stefanos Karagos, XPLAIN's founder, at the "Social Networks Conference", held on July 11, 2012, in Bucharest, Romania.

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Content ueber Alles!

  1. 1. The Golden 3C Rule Content Content Community Content Conversations Stefanos Karagos - July 2012 - Social Networks Conference
  2. 2. the previous slidewas fake or better: it’s too old fashioned
  3. 3. The Golden C Rule Content YES! Content Content Stefanos Karagos - July 2012 - Social Networks Conference
  4. 4. H!" Y#$!Let’s get to Know each other
  5. 5. Who are you?
  6. 6. Who am I? What I’m an 
 Information
 Alchemist 3rd most Popular 
 in the World, 2011 17 Years Magazines’ Publisher
  7. 7. Aboutxplain.co
  8. 8. a 365 Agency7
 >78
 beloved Brands! WOMMACountries Proud Member
  9. 9. In Less Than 4 Years205
Social Media Pages >8.4M Brands’ Fans, Followers 

  10. 10. Our Latest Achievements Think GreenGRAND EFFIE
 We Made Pepsi The #1 Think Green project (WinBank) project (WinBank) We Made Village Approach to won the “Best won the “BestFor Pepsi’s 
 We Made Pepsi Cinemas The #1 Approach to SocialVintage Campaign Social Brand 
 The #1 Social Social Media in Media in Europe” Social Brand in Europe” Brand in Romania! in Romania! Award! Greece for 2011! Award!Our Presentationin SM Forum 2011Our Presentation in SM Forum 2011about Social Lipton Ice Tea,Media Social Media ROI was awarded asabout ROI was Bronze Award 
 We Helped 7 Ofthe 3 MOST Popularawardedrd the asMOST Popular in from the Ads We Helped 7 Of Our Clients To 
 Our Clients Recover Fromin the World!the World! of the World! To Recover From Crisis! Negative Crisis!
  11. 11. We Cracked the Way on How to ConnectSocial Media Results 
with Brand’s Performance!
  12. 12. Let’s xplainLet’s talk about FACTS
  13. 13. There is 
a Communication GapTraditional media are going
  14. 14. Web = Content
  15. 15. Social Web = UGCmostly
  16. 16. My
News
Feed
into 1h!
  17. 17. My
News
Feed
into 1h!
  18. 18. My
News
Feed
into 1h!
  19. 19. My
News
Feed
into 1h!
  20. 20. My
News
Feed
into 1h!
  21. 21. My
 Mostly
News
 User Generated ContentFeed
into 1h!
  22. 22. 83% of 
Branded Content 
= Spambased on our recent research
  23. 23. 320 Million Tweets /daywho is talking now?
  24. 24. 3.7 Billion Shares /weekare u talking to me?
  25. 25. EveryMinute ofEach DayWTF!
  26. 26. 2 to 3 youngsterswould rather sms/chat than talk
  27. 27. Attention SpanTime Droppedfrom 12 mins 
to 9 sec!in the Last 7 years
  28. 28. Information Noise Worldand we live in this
  29. 29. *Japanese: 
Dakara Nani? So What?
  30. 30. Content is the King!Only if You Treat it Like a King
  31. 31. It’s NOT 
about Technology
  32. 32. It’s NOT 
about 
Platforms
  33. 33. It’s NOT 
about 
Devices
  34. 34. It’s NOT 
about 
Social Media
Marketing Author of The Thank you Economy, Investor & Serial Entrepreneur 99.5% of Social Media Thank God we Belong to Experts are Clowns! 0.5%! Gary Vaynerchuck XPLAIN Team
  35. 35. BUT
  36. 36. It’s AboutContentIn the Right Context
  37. 37. It’s AboutHumansLooking for Solutions
  38. 38. SO
  39. 39. It’s ALL About
Content MarketingOh yes!
  40. 40. And You NEED 
a Serious Content Strategy 
if you want your Brand to Have 
a Serious Communication. Not Just Another FB 
 or Mobile App
  41. 41. Is there any Model?Content Marketing Models
  42. 42. Not that model!lol
  43. 43. 5 Models 
That Workin more than 75 Brands *We use more 
 than 37 Optimized Models
  44. 44. Your Brand’s Media Ecosystem (facebook)paid. owned. earned. fb ads brand’s fb page pure ugcPaying to leverage the Dynamic content in a The customer as a channel. 
power of a channel to controlled environment. Built through engagement,deliver a message that Setup as a repeatable, conversation and contentdrives to another type value-added experience. sharing.of media.
  45. 45. Your Brand’s Communication Model a awareness NO! i interest d desire a action You CAN’T 
 Jump anymore!
  46. 46. Forget the 4P Mix, Go for the 4E Mix Engage Educate Excite Evangelize
  47. 47. Human Optimized Content Model Neuro 
 Linguistic 
 Programming NLP Neuro-Linguistic Programming ! describes the fundamental dynamics between mind (neuro) and language (linguistic), and how their interplay NO MORE affects people’s behavior COPYWRITING (programming).
  48. 48. Human Optimized Content Features Model The Kano model is a structured model about product development and customer satisfaction, created by Professor Noriaki Kano, which classifies customer preferences into five categories: 1.  Attractive 2.  One-Dimensional KANO 3.  Must-Be 4.  Indifferent 5.  Reverse
  49. 49. 7 Layers of a 
Content Strategy ModelIf you Care about ROI
  50. 50. The Impact of Content Satisfaction &
 Recommendation Customer Experience Content Engagement Conversation
  51. 51. 71%of consumer purchase 
decisions primarilyinfluenced by WOM 
(McKinsey, 2011)
  52. 52. Listen 
before 
you TalkYou’ve heard this more than 1000 times 1
  53. 53. 80% of CEOs Believe thatUsers have GreatExperience with theirProducts.
  54. 54. 80% of CEOs Believe that Users have Great Experience with their Products. 8% Only 
 of the Users believe so.
  55. 55. Define the Context The Brand’s Nature 2 The Medium’s 
 Environment
  56. 56. Define the Topics The Brand’s 
 Nature & Values 3 Carewords
  57. 57. KISSSSS U Each Post Short Simple Sweet 4 Sexy Shareable Useful
  58. 58. Photos are the Queen For Visualization 5
  59. 59. 81% 
more reach than text42% 
more shares than video
  60. 60. Photos are the Queen Reach Earned
 Media 5
  61. 61. Think as a Coach 4- 4- 2 0% 0% 0% 6 Social
 Emotional Topics Branded
  62. 62. Evaluate 
Everything 7Content Strategywithout Evaluation is justa Road to Failure
  63. 63. Some TakeawaysFood for Thought
  64. 64. People are Not 
Searching for BrandsThey Search for Solutions toTheir Daily Life
  65. 65. Become a 
Solution Provider
  66. 66. & Consumers Brandsα Are the Media
  67. 67. Great and ONLY Great 
Content is the ONLY way 
to Change Perspectives,Stimulate Minds, Drive Sales
  68. 68. This Is 
 a Real Example How ContentDAVID WITT - CMO GENERAL MILLS Drives Sales!
  69. 69. In a World where EVERYBODY 
 
speaks at the same time,Brands have ONLY 
One Direction
  70. 70. Go Pro or Go Home Make 
 Please Don’t Create 
 The Another one Boring FB Page Difference
  71. 71. Thank U! Now Make 
 Your Move! Contact Us: XPLAIN.co LetsRock@xplain.co Romania | Switzerland | Cyprus | Greece | Turkey | Bahrain | UK +40 31 8107944
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