Content Marketing Like a Real Company
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Social Media Marketing is Dead. The Way Brands use it Today
- SOCIAL MEDIA MARKETING IS DEAD (The way Brands use it today) Stefanos Karagos - December 2012 – 9th Marketing Forum
- hello! Who Stefanos Karagos Founder & Information Alchemist XPLAIN The Leading Content Marketing Agency 8 Countries more than 100 Brands @karagos xplain.co
- Who are you?
- About xplain.co
- 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
- 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
- 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 W GR 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
- OK! NO MORE SPAM :-)
- The Long Story, Shrt
- A World Full of Choices
- bo ring Full of Branded Pages
- What they all have in common with Fireworks?! c rap Full of Facebook Apps Full of Promotions Full of Gurus* * More than ten of them in every corner
- They have A Fancy Shrt life! and they Burn Money
- “sexy” The New Trend
- Full of Marketing Flavors
- Full of Marketing Flavors
- The Hard Facts let’s xplain
- We ALL Live
- In A Recession
- Brands are Suffering
- Consumer Behavior has Changed!
- Familiar Scene?
- There is a Communication Gap Traditional media are going
- Web = Pure Content
- Social Web = UGC mostly
- My Mostly News User Generated Content Feed into 1h!
- 73% of Branded Content = Spam based on our recent research, Sep 2012
- Every Minute of Each Day WTF! Source: SocialMedia Examiner 2012
- 2 to 3 youngsters would rather sms/chat than talk Source: Comscore 2011
- Attention Span Time Dropped from 12 mins to 5 sec! in the Last 7 years Source: Media Bistro 2011
- Hard to be Heard Everybody is Talking Now
- Information Noise World and we live in this
- *Japanese: Dakara Nani? So What?
- 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
- 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
- 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.%
- 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
- 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 99.5% of Social Media Thank God we Belong to Experts are Clowns! 0.5%! Gary Vaynerchuck XPLAIN Team
- BUT
- It’s About Content In the Right Context
- It’s About Humans Looking for Solutions
- YES!
- It’s ALL About Content Marketing
- And You NEED a Serious Content Strategy if you want your Brand to Have a Serious Communication. Not Just Another FB or Mobile App
- Marketers Have to Understand
- Understanding Cross-Platform Consumer Behavior
- 4P Mix is Good But Go for the 4E Mix Engage Educate Excite Evangelize
- Your Brand’s Media Ecosystem paid. owned. earned. ads brand’s page pure ugc 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 content drives to another type value-added experience. sharing. of media.
- NO! You Can’t Jump Anymore! a awareness i interest d desire a action
- The Impact of Content Satisfaction & Recommendation Customer Experience Content Engagement Conversation
- 81% of consumer purchase decisions primarily iіnfluenced by WOM (McKinsey, 2011)
- Is there any Model?
- Not that model! lol
- Models That Work For more than 100 Brands *We use more than 30 Optimization Models
- 7+1 Layers of an Effective Content Strategy Model If you Care about ROI
- Listen before you Talk You’ve heard this more than 1000 times 1
- 80% of CEOs Believe that Users have Great Experience with their Products. Source: BCG 2011
- 80% of CEOs Believe that Users have Great Experience with their Products. 8% Only of the Users believe so. Source: BCG 2011
- Define the Target Understand the Define mindset Interests Tribes 2 Acquire Define the Personas Needs
- Define the Network Social Define Networks Affiliation Your Hub Search Engines 3 Care- words
- Define the Context The Brand’s Nature 4 The Medium’s Environment
- Define the Topics The Brand’s Nature & Values 5 Carewords, Consumers’ Interests
- KISSSS UR Virality Short Simple Sweet 6 Sexy Useful Relevant
- Visual Media are the Queen For Visualization 6
- Visual Media are the Queen Reach Earned Media 6
- 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
- Evaluate Everything +1 Strategy without Evaluation is just a Road to Failure
- Some Takeaways Food for Thought
- People are Not Searching for Brands They Search for Solutions to Their Daily Life
- Become a Solution Provider
- Consumers Are the Media α & Brands Can Join
- Great and ONLY Great Content is the ONLY way to Change Perspectives, Stimulate Minds, Drive Sales
- This Is a Real Example That Great Content DAVID WITT - CMO GENERAL MILLS Drives Sales!
- Thank U! Now Make Your Move! Contact Us: XPLAIN.co LetsRock@xplain.co UK | Germany | Switzerland | Greece | Cyprus | Romania | Turkey | Bahrain
