SOCIAL MEDIA MARKETINGIS 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
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OK!NO MORE SPAM :-)

The Long Story, Shrt

A WorldFull of Choices

bo ringFull of Branded Pages

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

They haveA Fancy Shrt life!and
they Burn Money

“sexy”The New Trend

Full of Marketing Flavors

Full of Marketing Flavors

The Hard Factslet’s xplain

We ALL Live

In A Recession

Brands are Suffering

Consumer Behavior has Changed!

Familiar Scene?

There is a Communication GapTraditional
media are going

Web = Pure Content

Social Web = UGCmostly

My Mostly News User Generated ContentFeed into
1h!

73% of Branded Content =
Spambased on our recent research, Sep 2012

EveryMinute ofEach DayWTF!Source: SocialMedia Examiner
2012

2 to 3 youngsterswould rather
sms/chat than talkSource: Comscore 2011

Attention SpanTime Droppedfrom 12 mins
to 5 sec!in the Last 7 yearsSource: Media Bistro 2011

Hard to be Heard Everybody
isTalking Now

Information Noise Worldand 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 AboutContentIn the Right Context

It’s AboutHumansLooking 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 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.

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 primarilyiіnfluenced
by WOM (McKinsey, 2011)

Is there any Model?

Not that model!lol

Models That WorkFor more than
100 Brands *We use more than 30 Optimization Models

7+1 Layers of an Effective
Content Strategy ModelIf you Care about ROI

Listen before you TalkYou’ve heard
this more than 1000 times 1

80% of CEOs Believe thatUsers
have GreatExperience with theirProducts. 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 +1Strategy without Evaluationis
just a Road to Failure

Some TakeawaysFood for Thought

People are Not Searching for
BrandsThey Search for Solutions toTheir Daily Life

Become a Solution Provider

Consumers Are the Mediaα &
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 ContentDAVID 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