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SATURDAY’S
CONTENT
SOCIETY
VISUAL CONTENT RULEs THE WORLD
Stefanos Karagos : XP
                     LAIN.co : Design-Lo
                                         bb   y Forum 2013
hello!                                             Who
                       Stefanos Karagos
                       Information Alchemist




                       XPLAIN
                       The Leading Content Marketing Agency

@karagos   xplain.co
I love facts
nowadays
a recession
Brands
are Suffering*



      *Humans too…
Info-noise world
Internet vs web
tech vs humans
usability vs
aesthetics
Original vs clopy
designers vs
develo.designo.Imdo
ingevrything.uwant
The Long Story,Shrt
A World
Full of Choices
The game
Has changed
C onsumers’ behavior
Ha s changed
Consumer s’ behavior
Has changed
Tv no longer commands our full attention
r
Consumers’ behavio


Has changed
r
Consumers’ behavio


Has changed
Web is all about
Content!
User g enerated
Conte nt! 95%
TH EY ARE NOT
READING
Attention span time dropped


Fro m 12’ to 5”
in the Last 7 years!




Source: Media Bistro 2011
They are
Scanning…!
We are full of

Cra p content
Content’s impact
                 Customer
                Experience

                                            Satisfaction &
                                            Recommendation




               Visual
              Content
 Engagement                  Conversation
81%
of consumer purchase
decisions primarily
influenced by WOM


(McKinsey, 2011)
New me nt al mmarkeel
                od g
                   tin
             Of




    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!
90%
Of information transmitted to the Brain is visual, and visuals
are processed 60,000x faster in the brain than text

IT’S A VISUAL WORL
                  D!




                                            Source: Forester CSO Insights 2012
visual
Content is the King!

Only if You Treat it Like a King
The MEDIA




The BRAND
And now what?
un derstand
3f
rule
IT’S A F-WORLD!
3f rule


  forthem
  funtastic
  Fuckingawesome
un derstand
What mot ivates ppl
                                         even Key
         I Su gg est Focusing On These S
                                        Process 
         Motiva  tors During The Design
What motivates ppl


   Social norms & social approval
   We do things that we think will
   be accepted by, and
   acceptable to, our community
   and social groups.

What motivates ppl


   identity
   We do things that are aligned
   with our sense of identity, 

   or how we perceive ourselves.
What motivates ppl


   Morals & ethical beliefs
   We tend to do things that are
   aligned with our moral
   judgements and how moral
   we perceive ourselves to be.
What motivates ppl


   reciprocity
   We tend to do things for
   others in response to receiving
   a gift or a favor from them.

What motivates ppl


   Task enjoyment
   We may do a task simply
   because we enjoy doing it.
What motivates ppl


   Present bias
   We do things that result in
   immediate gratification rather than
   waiting around for future benefits.

What motivates ppl


   Loss aversion
   We do things that allow us to avoid
   the pain of losses, or at least delay
   losses so they occur in the future.

My t wo cents
        advice
Design
With motivation
         in mind
                                             havior
         it’s import ant to make sure the be
                                               gage
         or activity you’re asking them to en
                                     otivators. 
          in aligns with these key m
if
     Want
to survive
if
     Want
to success
go
 if
go
unique
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
go
Out of the noise
isual
  Under
  the right
  context
Thank u!

Contact Us:
          XPLAIN.co
LetsRock@xplain.co
   UK | Germany | Switzerland | Greece | Cyprus | Romania | Turkey | Bahrain

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