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Stefanos karagos-design-forum CONTENT IS KING
This document discusses how visual content is dominating online spaces and consumer attention. It notes that consumers' attention spans have dropped to 5 seconds and that they are scanning and craving visually engaging content. It advocates that brands focus on creating visually appealing content that follows the "3F rule" - making content fun, fantastic, and fucking awesome. It also recommends designing content with the key human motivators of social approval, identity, morals, reciprocity, enjoyment, loss aversion, and present bias in mind. The document argues that brands must go beyond the noise to succeed by providing great user experiences through uniquely engaging visual content.
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Stefanos karagos-design-forum CONTENT IS KING
- 1. SATURDAY’S CONTENT SOCIETY Stefanos Karagos :XPLAIN.co : Design-Lobby Forum 2013 VISUAL CONTENT RULEs THE WORLD
- 2. Who Stefanos Karagos Information Alchemist XPLAIN TheLeading Content Marketing Agency hello! @karagos xplain.co
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- 14. Full of Choices AWorld
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- 17. Has changed Consumers’ behavior Tvno longer commands our full attention
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- 20. Content! Web is allabout
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- 23. in the Last7 years! Source: Media Bistro 2011 From 12’ to 5” Attention span time dropped
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- 25. Crap content We arefull of
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- 27. 81% of consumer purchase decisionsprimarily influenced by WOM (McKinsey, 2011)
- 28. First Moment of Truth Second Moment of Truth Stimulus Pre-shopping| In-store | In-home At shelf In-store Experience Which becomes the next person’s ZMOT New mental model Of marketing
- 29. Content is theKing!
- 30. IT’S A VISUALWORLD! Of information transmitted to the Brain is visual, and visuals are processed 60,000x faster in the brain than text 90% Source: Forester CSO Insights 2012
- 31. Content is theKing! Only if You Treat it Like a King visual
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- 38. What motivates ppl ISuggest Focusing On These Seven Key Motivators During The Design Process
- 39. Social norms &social approval What motivates ppl We do things that we think will be accepted by, and acceptable to, our community and social groups.
- 40. identity What motivates ppl Wedo things that are aligned with our sense of identity, or how we perceive ourselves.
- 41. Morals & ethicalbeliefs What motivates ppl We tend to do things that are aligned with our moral judgements and how moral we perceive ourselves to be.
- 42. reciprocity What motivates ppl Wetend to do things for others in response to receiving a gift or a favor from them.
- 43. Task enjoyment What motivatesppl We may do a task simply because we enjoy doing it.
- 44. Present bias What motivatesppl We do things that result in immediate gratification rather than waiting around for future benefits.
- 45. Loss aversion What motivatesppl We do things that allow us to avoid the pain of losses, or at least delay losses so they occur in the future.
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- 47. Design With motivation in mind it’simportant to make sure the behavior or activity you’re asking them to engage in aligns with these key motivators.
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- 52. Source: BCG 2011 80%of CEOs Believe that Users have Great Experience with their Products.
- 53. 80% of CEOsBelieve that Users have Great Experience with their Products. Only of the Users believe so. 8% Source: BCG 2011
- 54. goOut of thenoise
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- 56. LetsRock@xplain.co Contact Us: XPLAIN.co UK| Germany | Switzerland | Greece | Cyprus | Romania | Turkey | Bahrain Thank u!