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

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

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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

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

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

  1. SOCIAL MEDIA MARKETING IS 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 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
  8. OK! NO MORE SPAM :-)
  9. The Long Story, Shrt
  10. A World Full of Choices
  11. bo ring Full of Branded Pages
  12. 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
  13. They have A 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 Facts let’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 Gap Traditional media are going
  24. Web = Pure Content
  25. Social Web = UGC mostly
  26. My
 Mostly
 News
 User Generated Content Feed
 into 1h!
  27. 73% of 
 Branded Content 
 = Spam based on our recent research, Sep 2012
  28. Every Minute of Each Day WTF! Source: SocialMedia Examiner 2012
  29. 2 to 3 youngsters would rather sms/chat than talk Source: Comscore 2011
  30. Attention Span Time Dropped from 12 mins 
 to 5 sec! in the Last 7 years Source: Media Bistro 2011
  31. Hard to 
 be Heard Everybody is Talking Now
  32. Information Noise World and 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 About Content In the Right Context
  45. It’s About Humans Looking 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 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.
  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 primarily iіnfluenced by WOM 
 (McKinsey, 2011)
  56. Is there any Model?
  57. Not that model! lol
  58. Models 
 That Work For more than 100 Brands *We use more 
 than 30 Optimization Models
  59. 7+1 Layers of an Effective 
 Content Strategy Model If you Care about ROI
  60. Listen 
 before 
 you Talk You’ve heard this more than 1000 times 1
  61. 80% of CEOs Believe that Users have Great Experience with their Products. 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 +1 Strategy without Evaluation is just a Road to Failure
  72. Some Takeaways Food for Thought
  73. People are Not 
 Searching for Brands They Search for Solutions to Their Daily Life
  74. Become a 
 Solution Provider
  75. Consumers Are the Media α & 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 Content DAVID 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

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