Content Marketing that Works

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It's all about Content Marketing, it's about the Content and the Human Mix, it's about the rules of the Social Media World.

Presentation by Stefanos Karagos, Founder of XPLAIN at Social Media World 2012 Conference

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Content Marketing that Works

  1. 1. Stefanos Karagos 
 June 2012 
 Social Media World ConferenceXPLAIN.co Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK
  2. 2. It’s All AboutContent Marketing The Content 
 Rules the & Humans Mix Social World
  3. 3. H!" Y#$!Let’s get to Know each other
  4. 4. Who are you?
  5. 5. Who am I? What I’m an 
 Information
 Alchemist 3rd most Popular 
 in the World, 2011 17 Years 9 Magazines’ Publisher Startups
  6. 6. Aboutxplain.co
  7. 7. In Less Than 4 Years7
 >75
 beloved Brands! WOMMACountries Proud Member
  8. 8. In Less Than 4 Years203
Social Media Pages 8.3M
 Brands’ Fans, Followers
  9. 9. a 365 CM Agency Word ofContent Mouth SocialMarketing Marketing AdvertisingROI Social Media Online Reputation Branded CommunityFocused Strategy Management Management
  10. 10. Our Latest Achievements Think GreenGRAND EFFIE
 We Made Pepsi The #1 We Made Village project (WinBank) won the “Best Think Green project (WinBank)For Pepsi’s 
 We Made Pepsi Cinemas The #1 Approach to SocialVintage Campaign Social Brand 
 The #1 Social won the “Best Approach Europe” Social Brand in Media in to Brand in Romania! in Romania! Greece for 2011! in Europe” Award! Social Media 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 Our Clients To 7 Of Our Clients 
 Recover Fromin the World!the World! of the World! To Recover From Negative Crisis! 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. 83% of 
Branded Content 
= Spambased on our recent research
  17. 17. 300 Million Tweets /daywho is talking now?
  18. 18. 3.7 Billion Shares /weekare u talking to me?
  19. 19. EveryMinute ofEach DayWTF!
  20. 20. Attention SpanTime Droppedfrom 12 mins 
to 9 sec!in the Last 7 years
  21. 21. 2 to 3 youngsterswould rather sms/chat than talk
  22. 22. Information Noise Worldand we live in this
  23. 23. Content is the King!Only if You Treat it Like a King
  24. 24. *Japanese: 
Dakara Nani? So What?
  25. 25. It’s NOT 
about 
Technology
  26. 26. It’s NOT 
about 
Platform
  27. 27. It’s NOT 
about 
Device
  28. 28. 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
  29. 29. It’s AboutContentIn the Right Context
  30. 30. It’s AboutHumansLooking for Solutions
  31. 31. It’s ALL About
Content MarketingOh yes!
  32. 32. So You NEED 
a Serious Content Strategy 
if you want your Brand to Have 
a Serious Communication. Not Just Another FB 
 or Mobile App
  33. 33. Is there any Model?Communication & Content Models
  34. 34. Not that model Jlol
  35. 35. 5 Models 
That Workin more than 75 Brands *We use more 
 than 37 Optimized Models
  36. 36. Your Brand’s Media Platformpaid. owned. earned. Paying 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.
  37. 37. Your Brand’s Communication Model a awareness NO! i interest d desire a action You CAN’T 
 Jump anymore!
  38. 38. Forget the 4P Mix, Go for the 4E Mix Engage Educate Excite Evangelize
  39. 39. 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 affects people’s behavior (programming).
  40. 40. 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
  41. 41. 7 Layers of a 
Content Strategy ModelIf you Care about ROI
  42. 42. The Impact of Content Satisfaction &
 Recommendation Customer Experience Content Engagement Conversation
  43. 43. Listen 
before 
you Talk80% of CEOs Believe thatUsers have GreatExperience with theirProducts.Only 8% of the Usersbelieve so. 1
  44. 44. Define the Context The Brand’s Nature 2 The Medium’s 
 Environment
  45. 45. Define the Topics The Brand’s 
 Nature & Values 3 Carewords
  46. 46. KISSSSS U Each Post Short Simple Sweet 4 Sexy Shareable Useful
  47. 47. Photos are the Queen 81%
 42%
 More Reach More Shares For Visualization 5
  48. 48. Photos are the Queen Reach Earned
 Media 5
  49. 49. Think as a Coach 4- 4- 2 0% 0% 0% 6 Social
 Emotional Topics Branded
  50. 50. Evaluate 
Everything 7Content Strategywithout Evaluation is justa Road to Failure
  51. 51. Some TakeawaysFood for Thought
  52. 52. People are Not 
Searching for BrandsThey Search for Solutions toTheir Daily Life
  53. 53. Become a 
Solution Provider
  54. 54. Great and ONLY Great 
Content is the ONLY way 
to Change Perspectives,Stimulate Minds, Drive Sales
  55. 55. & Consumers Brandsα Are the Media
  56. 56. In a World where EVERYBODY 
 
speaks at the same time,Brands have ONLY 
One Direction
  57. 57. Go Pro or Go Home Make 
 Please Don’t Create 
 The Another one Boring FB Page Difference
  58. 58. Thank U! Now Make 
 Your Move! Contact Us: XPLAIN.co LetsRock@xplain.co Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK @x_plain
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