My Keynote for the AllThings Facebook 2012 Conference. [Bucharest, March 2012]

1. Lies, sex &
it’s an f-World,
u Like it or Not!
Stefanos
Karagos
March
2012
AllThings
Facebook
Forum
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2. LET’S GET TO KNOW
EACH OTHER
xplain.co

3. I’m an
Information
Alchemist
My Passion is
Content Architecture,
Visual Thinking, and
Integration of Brands into
Peoples Lives.
xplain.co

4. 75
Pepsi
Sony
>
7
Switzerland
Friesland
Romania
Kraft Foods
Turkey
beloved
Piraeus Bank
Greece
brands
Nestle
Cyprus
countries
Swiss Air
Bahrain
United
Kingdom
Trident
Lay’s
MTN Mobile
Lipton
XPLAIN ROI
KFC
Dentyne
focused
Mountain Dew
UBS Bank
Prigat
Village Roadshow
Electronic Arts
proud
member
we
love
OTE
Mirinda
Sony Ericsson
Cadbury
Event Point
and many more!
xplain.co

5. >270
FB
Pages
>8.3
Millions
Fans*
*
>1.000.000
in
Romania
XPLAIN
xplain.co

6. xplain.co
?
WHAT
ABOUT
YOU

7. Do U Run a
Branded FB Page?
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8. Are u
ready for
timeline?
Do U Run a
Branded FB Page?
xplain.co

9. Do u have Are u
a content ready for
strategy? timeline?
Do U Run a
Branded FB Page?
xplain.co

10. This is NOT
Mickey Mouse!
It’s SERIOUS
Business.
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11. IT’S HARD TO AVOID
>4.700.000 PPL
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12. AND HARD TO BE HEARD!
Your
brand
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13. gapingvoid.com!

14. “
Social Media is like Teen Sex.
Everyone Wants to Do it.
Nobody Knows How.
When it’s Finally Done, it’s a
Surprise it’s Not Better…
Avinash Kaushik, Analytics Evangelist, Google
xplain.co

15. LIES, LIES, LIES
come
before
sex
;-­‐)
xplain.co

16. YOU NEED ONLY 5’
TO START YOUR BRAND’S PAGE
IN FACEBOOK
xplain.co flickr.com/photos/benheine/

17. The trut You need even LESS time
to start a BAD, boring page
But
to
create
a
vivid
quality
page,
that
correctly
represents
your
brand
and
your
values,
aTracts
and
keeps
the
interest
of
the
Facebook
community
and
creates
leads
for
your
business,
you
must
carefully
plan
your
strategy,
your
content,
your
artwork
and
the
implementaUon
of
your
strategy.
xplain.co

18. FACEBOOK MARKETING IS FREE
xplain.co

19. The trut You can indeed create a fb
brand page in your spare time
…and
let
your
secretary
maintain
it
without
extra
costs.
You
can
even
run
your
Facebook
ads
all
by
yourself.
BUT,
without
the
special
knowledge,
experience
and
tools
of
a
reliable
Facebook
markeUng
partner,
you
will
probably
be
wasUng
your
Ume
and
resources.
If
you
are
NOT
prepared
to
invest
money
and
Ume
in
established
Facebook
markeUng
soluUons,
you'd
beTer
stay
away
from
Facebook.
xplain.co

20. ANYONE WHO KNOWS
ABOUT SOCIAL MEDIA
CAN RUN A
FACEBOOK PAGE
xplain.co

21. The trut Since Leonardo's death,
there is no one who knows
everything!
So,
if
you
are
serious
about
entering
the
Facebook
arena,
chose
your
partners
carefully
and
trust
your
company's
presence
and
image
to
people
with
proven
knowledge
of
the
special
features
of
Facebook.
xplain.co

22. USING ONLY
FACEBOOK ADS
YOU CAN GROW
YOUR BRAND’S SALES
xplain.co

23. The trut Fb ads is a marvelous,
affordable way to create
awareness
But
to
convert
these
people
to
prospecUve
customers,
you
need
to
go
all
the
way
and
create
the
right
social
environment
for
them.
This
means
that,
without
the
proper
Facebook
brand
page
and
the
day-­‐by-­‐day
communicaUon
with
the
Facebook
community,
you
only
get
a
fracture
of
the
possible
benefits
of
Facebook
ad
campaigns.
xplain.co

24. The trut a awareness
i
d
interest
desire
NO!
You
CAN’T
Jump
anymore!
a action
xplain.co

25. 8 HOURS PER WORKING DAY
CAN GROW YOUR BRAND’S
AWARENESS
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26. The trut Time is not an issue.
The
main
issue
is
TIMING,
a
clear
strategy,
knowledge
of
your
audience
and
opUmizaUon
of
every
acUon
you
make,
be
it
a
post,
a
contest,
a
promo
or
an
advert.
To
develop
all
these
you
clearly
need
much
more
than
8
hours
a
day
:-­‐)
xplain.co

27. POSTING ONCE A DAY IN OUR BRAND’S
FB PAGE IS MORE THAN ENOUGH
xplain.co

28. The trut Definitely not!
To
keep
"in
touch"
with
your
audience
you
have
to
post
two,
three
or
more
Umes
a
day,
depending
on
the
character
of
your
page,
the
number
of
your
fans
and
your
target
group.
Test
to
find
the
right
frequency
for
YOUR
audience
and
remember:
post
ONLY
quality
content
to
keep
your
fans
engaged
and
increase
your
messages'
reach!
xplain.co

29. 100.000 FANS
ARE BETTER THAN 10.000
xplain.co

30. The trut Not quite...
1.000
highly
engaged
fans
with
genuine
interest
in
your
brand/offer/values,
who
speak
about
it,
are
much
beTer
that
100.000
indifferent
people
who
just
hit
the
"Like"
buTon
to
parUcipate
in
a
draw
for
the
newest
iPad.
Plan
for
quality
not
for
quanAty!
xplain.co

31. THE REAL SEX
SAmulate
your
fans’
mind
or
Die!
xplain.co flickr.com/photos/sundin13/

32. She
can’t
be
the
Superman
;-­‐)
Don’t count on luck*
*are
you
gonna
leave
your
brand’s
performance
to
a
…secretary?
xplain.co

33. 5 CRITICAL STEPS TO PLEASURE
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34. 1.
YOU NEED A CONTENT STRATEGY
TO CREATE YOUR BRAND’S SOCIAL ENVIRONMENT
You
are
wriUng
for
a
reason,
to
promote
your
brand
and
your
brand's
values,
and
should
never
forget
that!
Make
your
content
simple,
concise,
easy
to
understand,
useful
and
emoUonal.
xplain.co

35. 2.
YOU NEED A COMMUNITY DEVELOPMENT PLAN
TO ENGAGE FANS
A
brand's
fans
are
3
Umes
more
likely
to
buy
the
brand's
products
than
the
general
Facebook
community.
So,
you
need
a
plan
to
increase
the
number
of
your
quality
fans
and
keep
your
exisUng
fans
engaged
and
saUsfied.
xplain.co

36. 3.
YOU MUST BE ENGAGED AND HUMANIZED
IF YOU WANT REAL RESULTS
Your
Facebook
fans
are
human
beings
and
so
are
you!
Don't
hesitate
to
show
your
human
face,
parUcipate
in
discussions
running
on
your
page
and
prove
to
your
fans
that
you
are
LISTENING
to
them!
xplain.co

37. 4.
YOU MUST MEASURE EVERYTHING IF YOU WANT
TO CONTROL YOUR RESULTS
Be
sure
to
measure
your
fans'
engagement
with
every
one
of
your
posts,
find
out
what
they
like
the
most
and
tweak
your
content
accordingly.
Best
tool
to
start:
Facebook
Insights.
xplain.co

38. 5.
AND NOW LOOP IT, EVERYDAY!
Facebook
engagement
is
not
an
one-­‐night
stand,
it
is
an
ongoing
relaUonship
with
your
fans
and
potenUal
customers.
So,
never
stop
planning,
never
stop
posUng,
never
stop
tesUng,
never
stop
measuring.
Loop
it
and
enjoy
it!
xplain.co

39. IT’S
AN
- WORLD
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40. IN A SATURATED MEDIUM
YOU NEED PROFESSIONALS AND TOOLS TO MAKE
THINGS HAPPEN
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41. EVERY COMPANY
IS A MEDIA COMPANY
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42. PAID. OWNED. EARNED.
Paying
to
leverage
Dynamic
content
in
a
The
customer
as
a
the
power
of
a
controlled
channel.
channel
to
deliver
a
environment.
Setup
Built
through
message
that
drives
as
a
repeatable,
engagement,
to
another
type
of
value-­‐added
conversaUon
and
media.
experience.
content
sharing.
YOUR BRAND’S MEDIA PLATFORM
xplain.co

43. content is the king
text
|
photos
|
videos
:
natural
talks

44. PEOPLE
LOOKING FOR
SOLUTION
PROVIDERS
MAKE YOUR BRAND
ONE OF THEM!
xplain.co

45. F-REACH HAS 3 LAYERS.
DARE TO GROW YOUR VIRAL ONE!
Organic
Reach
+Viral
Reach
+Paid
Reach
The
number
of
unique
users
The
number
of
unique
users
The
number
of
unique
users
who
visited
the
Page,
or
saw
who
saw
the
Page
or
one
of
its
who
saw
a
Facebook
Ad
the
Page
or
one
of
its
posts
in
posts
from
a
story
published
by
poinUng
to
the
Page.
News
Feed
or
Ucker.
a
friend.
xplain.co

46. GO VIRAL,
BY UNLOCKING
THE NETWORK
OF YOUR
BRAND
ADVOCATES.
xplain.co

47. PEOPLE
WANT TO TALK
ABOUT YOUR
BRAND,
GIVE THEM A
REASON TO.
xplain.co marketwire.com

48. IF YOU HAVEN’T GOTTEN ON
THE F-TRAIN YET,
DON’T WORRY.
YOU WILL.
PRETTY SOON,
YOU’LL HAVE TO.
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49. DON’T BE AFRAID TO BREAK SOME EGGS
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50. BUT DON’T FORGET TO KEEP THE BRAND PAGE CLEAN
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51. Now
Make
Your
Move!
THANK YOU! x
x
Contact
Us:
@x_plain
LetsRock@xplain.co
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