• Like

Social Media Marketing is Dead. The Way Brands use it Today

  • 86,270 views
Uploaded on

My keynote for the latest 9th Marketing Forum. …

My keynote for the latest 9th Marketing Forum.
Social Media Marketing is Dead.
The Way Brands use it Today is Tottaly Wrong.

http://XPLAIN.co

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Great presentation! And so true! My question (maybe a silly one) : Are we still talking about marketing right here, right now? Or does this new reality need new disciplines/words/definitions?
    Are you sure you want to
    Your message goes here
  • outstanding and up to date.
    Are you sure you want to
    Your message goes here
  • @CamillaNrgaard Thank for your words!
    The most of the info you see here is based on our work in 8 countries running more than 100 Brands.
    Are you sure you want to
    Your message goes here
  • A great presentation! Keep creating!
    Are you sure you want to
    Your message goes here
  • Really interesting use of graphics - not just another borring slideshow. Thanks for that.
    May I ask, where you're information stem from? Is it your own research, or where can I find the source?
    Just asking in relation to using it in a BA-paper.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
86,270
On Slideshare
0
From Embeds
0
Number of Embeds
31

Actions

Shares
Downloads
994
Comments
30
Likes
222

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. SOCIAL MEDIA MARKETINGIS DEAD(The way Brands use it today)Stefanos Karagos - December 2012 – 9th Marketing Forum
  • 2. hello! Who Stefanos Karagos Founder & Information Alchemist XPLAIN The Leading Content Marketing Agency 8 Countries more than 100 Brands@karagos xplain.co
  • 3. Who are you?
  • 4. About xplain.co
  • 5. a 365 Agency I Clients >100 Proud in 8 countries beloved brands memberships CYPRUS FMCG WORD OF MOUTH MARKETING UNITED KINGDOM AUTOMOTIVE ASSOCIATION GERMANY DISTRIBUTION (CHICAGO) SWITZERLAND RETAIL GREECE FASHION EMARKETING ASSOCIATION ROMANIA INSURANCE (LONDON) TURKEY ECOMMERCE BAHRAIN TECHNOLOGY ENTERTAINMENT TELECOMMUNICATIONS
  • 6. Great Clients Portfolio from the brilliant start-ups and challenging brands through to the biggest, best and most established companies in the from the brilliant world, we work start-ups and with amazing clients. challenging brands through to the biggest, best and most established
  • 7. Award Winning Agency i’s n d d t ps gn wo ia ar d! ania! ou d e ) w l Br n ab r r P pai nk Medrd! e A or aloma m he 3 12! Fo m a inBcialAwa nz W ci ru t 0 12 e Ca (W o ro the So in R Fo as or 2 20 g ,B f 1 SM d f FIEinta ct to S ope” ea s o e# in rde rld F V je h ur T d T h E o pr oac in E ce A si ion wa o A ND en r n I the ep at s a he WGR re App o iptrom de P nt a t G t L f a se OI w in e R k s M r r hin “Be We r P ia pula T e OuMed Po th l ST cia MO So
  • 8. OK!NO MORE SPAM :-)
  • 9. The Long Story, Shrt
  • 10. A WorldFull of Choices
  • 11. bo ringFull of Branded Pages
  • 12. What they all have in common with Fireworks?! c rapFull of Facebook AppsFull of PromotionsFull of Gurus** More than ten of them in every corner
  • 13. They haveA Fancy Shrt life!and they Burn Money
  • 14. “sexy”The New Trend
  • 15. Full of Marketing Flavors
  • 16. Full of Marketing Flavors
  • 17. The Hard Factslet’s xplain
  • 18. We ALL Live
  • 19. In A Recession
  • 20. Brands 
are Suffering
  • 21. Consumer Behavior has Changed!
  • 22. Familiar Scene?
  • 23. There is 
a Communication GapTraditional media are going
  • 24. Web = Pure Content
  • 25. Social Web = UGCmostly
  • 26. My
 Mostly
News
 User Generated ContentFeed
into 1h!
  • 27. 73% of 
Branded Content 
= Spambased on our recent research, Sep 2012
  • 28. EveryMinute ofEach DayWTF!Source: SocialMedia Examiner 2012
  • 29. 2 to 3 youngsterswould rather sms/chat than talkSource: Comscore 2011
  • 30. Attention SpanTime Droppedfrom 12 mins 
to 5 sec!in the Last 7 yearsSource: Media Bistro 2011
  • 31. Hard to 
be Heard Everybody isTalking Now
  • 32. Information Noise Worldand we live in this
  • 33. *Japanese: 
Dakara Nani? So What?
  • 34. Traditional 3 Step Mental Model
of Marketing Stimulus First Second Moment of Moment of Truth Truth At shelf Experience In-store FMOT: was coined by Procter & Gamble in 2005
  • 35. Consumer Behavior has Changed! The$number$of$sources$used$by$any$ shopper$for$any$average$shopping$ occasion$has$almost$doubled,$$ from$5.2$to$10.4$sources$used.$$ Source: Google 2012
  • 36. ZMOT%is%that%moment%when%You%Grab%your%Laptop,%Mobile%phone%or%some%other%Wired%Device%and%Start%Learning%about%a%Product%or%Service%%Bor%potenCal%girlfriend%!%B%you’re%Thinking%about%Trying%or%Buying.%
  • 37. The New Mental Model 
of Marketing Stimulus First Second Moment of Moment of Truth Truth Pre-shopping | At shelf Experience In-store | In-home In-store Which becomes the next person’s ZMOT
  • 38. Content is the King!Only if You Treat it Like a King
  • 39. It’s NOT 
about Technology
  • 40. It’s NOT 
about 
Platforms
  • 41. It’s NOT 
about 
Devices
  • 42. 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
  • 43. BUT
  • 44. It’s AboutContentIn the Right Context
  • 45. It’s AboutHumansLooking for Solutions
  • 46. YES!
  • 47. It’s ALL About
Content Marketing
  • 48. And You NEED 
a Serious Content Strategy 
if you want your Brand to Have 
a Serious Communication. Not Just Another FB 
 or Mobile App
  • 49. Marketers 
Have to Understand
  • 50. Understanding Cross-Platform Consumer Behavior
  • 51. 4P Mix is Good But Go for the 4E Mix Engage Educate Excite Evangelize
  • 52. Your Brand’s Media Ecosystempaid. owned. earned. ads brand’s 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.
  • 53. NO! You Can’t Jump Anymore! a awareness i interest d desire a action
  • 54. The Impact of Content Satisfaction &
 Recommendation Customer Experience Content Engagement Conversation
  • 55. 81%of consumer purchase 
decisions primarilyiіnfluenced by WOM 
(McKinsey, 2011)
  • 56. Is there any Model?
  • 57. Not that model!lol
  • 58. Models 
That WorkFor more than 100 Brands *We use more 
 than 30 Optimization Models
  • 59. 7+1 Layers of an Effective 
Content Strategy ModelIf you Care about ROI
  • 60. Listen 
before 
you TalkYou’ve heard this more than 1000 times 1
  • 61. 80% of CEOs Believe thatUsers have GreatExperience with theirProducts. Source: BCG 2011
  • 62. 80% of CEOs Believe that Users have Great Experience with their Products. 8% Only 
 of the Users believe so. Source: BCG 2011
  • 63. Define the Target Understand the Define mindset Interests Tribes 2 Acquire Define the Personas Needs
  • 64. Define the Network Social Define Networks Affiliation Your Hub Search Engines 3 Care- words
  • 65. Define the Context The Brand’s Nature 4 The Medium’s 
 Environment
  • 66. Define the Topics The Brand’s 
 Nature & Values 5 Carewords, Consumers’ Interests
  • 67. KISSSS UR Virality Short Simple Sweet 6 Sexy Useful Relevant
  • 68. Visual Media are the Queen For Visualization 6
  • 69. Visual Media are the Queen Reach Earned
 Media 6
  • 70. Seed it With ZMOT
in Your Mind Choose ur Focus on Be Solution Playground Tribes Provider 7 Human
 Optimized
 Content Create WoW Effect Improve The Experience
  • 71. Evaluate 
Everything +1Strategy without Evaluationis just a Road to Failure
  • 72. Some TakeawaysFood for Thought
  • 73. People are Not 
Searching for BrandsThey Search for Solutions toTheir Daily Life
  • 74. Become a 
Solution Provider
  • 75. Consumers Are the Mediaα & Brands Can Join
  • 76. Great and ONLY Great 
Content is the ONLY way 
to Change Perspectives,Stimulate Minds, Drive Sales
  • 77. This Is 
 a Real Example That Great ContentDAVID WITT - CMO GENERAL MILLS Drives Sales!
  • 78. Thank U! Now Make 
 Your Move! Contact Us: XPLAIN.co LetsRock@xplain.co UK | Germany | Switzerland | Greece | Cyprus | Romania | Turkey | Bahrain