Stefanos Karagos 
                                  June 2012 
                                  Social Media World Confer...
It’s All AboutContent Marketing         The Content 
   Rules the         & Humans Mix   Social World
H!"                      Y#$!Let’s get to Know each other
Who are you?
Who am I?                                        What                          I’m an 
                          Informati...
Aboutxplain.co
In Less Than 4 Years7
             >75
             beloved Brands!                         WOMMACountries               P...
In Less Than 4 Years203
Social Media Pages                      8.3M
                      Brands’ Fans, Followers
a 365 CM Agency                            Word ofContent                     Mouth                      SocialMarketing  ...
Our Latest Achievements                                                                                   Think GreenGRAND...
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
83% of 
Branded Content 
= Spambased on our recent research
300 Million Tweets /daywho is talking now?
3.7 Billion Shares /weekare u talking to me?
EveryMinute ofEach DayWTF!
Attention SpanTime Droppedfrom 12 mins 
to 9 sec!in the Last 7 years
2 to 3 youngsterswould rather sms/chat than talk
Information Noise Worldand we live in this
Content is the King!Only if You Treat it Like a King
*Japanese: 
Dakara Nani?   So What?
It’s NOT 
about 
Technology
It’s NOT 
about 
Platform
It’s NOT 
about 
Device
It’s NOT 
about 
Social Media
Marketing          Author of The Thank you Economy, Investor & Serial Entrepreneur          ...
It’s AboutContentIn the Right Context
It’s AboutHumansLooking for Solutions
It’s ALL About
Content MarketingOh yes!
So You NEED 
a Serious Content Strategy 
if you want your Brand to Have 
a Serious Communication.                         ...
Is there any Model?Communication & Content Models
Not that model Jlol
5 Models 
That Workin more than 75 Brands                          *We use more 
                          than 37 Optimiz...
Your Brand’s Media Platformpaid.  owned.  earned. Paying to leverage the   Dynamic content in a       The customer as a ch...
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 &
                                       ...
Listen 
before 
you Talk80% of CEOs Believe thatUsers have GreatExperience with theirProducts.Only 8% of the Usersbelieve ...
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                81%
          42%
                More Reach   More Shares           For Visualization...
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
Great and ONLY Great 
Content is the ONLY way 
to Change Perspectives,Stimulate Minds, Drive Sales
&     Consumers   Brandsα   Are the Media
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   Switzerland | Greece | Romania | Cy...
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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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