My keynote for Social Media World 2012 Conference. It's All About Content Marketing Go Pro or Go Home! [Design inspired by Windows 8 Metro UI]

1. Stefanos Karagos
June 2012
Social Media World Conference
XPLAIN.co
Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK

2. It’s All About
Content Marketing
The Content Rules the
& Humans Mix
Social World

3. H!"
Y#$!
Let’s get to Know
each other

4. Who are you?

5. Who am I?
What
I’m an
Information
Alchemist
3rd most Popular
in the World, 2011
17 Years
9
Magazines’ Publisher
Startups

6. About
xplain.co

7. In Less Than 4 Years
7
>75
beloved Brands!
WOMMA
Countries
Proud Member

8. In Less Than 4 Years
203
Social Media Pages
8.3M
Brands’ Fans, Followers

9. a 365 CM Agency
Word of
Content Mouth Social
Marketing
Marketing
Advertising
ROI Social Media
Online
Reputation
Branded
Community
Focused
Strategy
Management
Management

10. Our Latest Achievements
Think Green
GRAND EFFIE We Made
Pepsi The #1 We Made Village
project (WinBank)
won the “Best
Think Green project (WinBank)
For Pepsi’s We Made Pepsi Cinemas The #1 Approach to Social
Vintage Campaign
Social Brand
The #1 Social won the “Best Approach Europe”
Social Brand in Media in to
Brand in Romania!
in Romania!
Greece for 2011!
in Europe” Award!
Social Media Award!
Our Presentation
in SM Forum 2011
Our Presentation in SM Forum 2011
about Social Lipton Ice Tea,
Media Social Media ROI was awarded as
about ROI was
Bronze Award We Helped 7 Of
the 3 MOST Popular
awardedrd the
as
MOST Popular in from the Ads We Helped
Our Clients To
7 Of Our Clients
Recover From
in the World!
the World!
of the World!
To Recover From Negative
Crisis!
Crisis!

11. We Cracked the Way on How to Connect
Social Media Results
with Brand’s Performance!

12. Let’s xplain
Let’s talk about facts

13. There is
a Communication Gap
Traditional media are going

14. Web = Content

15. Social Web = UGC
mostly

16. 83% of
Branded Content
= Spam
based on our recent research

17. 300 Million Tweets /day
who is talking now?

18. 3.7 Billion Shares /week
are u talking to me?

19. Every
Minute of
Each Day
WTF!

20. Attention Span
Time Dropped
from 12 mins
to 9 sec!
in the Last 7 years

21. 2 to 3 youngsters
would rather sms/chat than talk

22. Information Noise World
and we live in this

23. Content is the King!
Only if You Treat it Like a King

24. *Japanese:
Dakara Nani?
So What?

25. It’s NOT
about
Technology

26. It’s NOT
about
Platform

27. It’s NOT
about
Device

28. 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

29. It’s About
Content
In the Right Context

30. It’s About
Humans
Looking for Solutions

31. It’s ALL About
Content Marketing
Oh yes!

32. So You NEED
a Serious Content Strategy
if you want your Brand to Have
a Serious Communication.
Not Just Another FB
or Mobile App

33. Is there any Model?
Communication & Content Models

34. Not that model J
lol

35. 5 Models
That Work
in more than 75 Brands
*We use more
than 37 Optimized
Models

36. Your Brand’s Media Platform
paid.
owned.
earned.
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.

37. Your Brand’s Communication Model
a awareness
NO!
i interest
d desire
a action You CAN’T
Jump anymore!

38. Forget the 4P Mix, Go for the 4E Mix
Engage
Educate
Excite
Evangelize

39. Human Optimized Content Model
Neuro
Linguistic
Programming
NLP
Neuro-Linguistic Programming
describes the fundamental dynamics
between mind (neuro) and language
(linguistic), and how their interplay
affects people’s behavior
(programming).

40. Human Optimized Content Features Model
The Kano model is a structured
model about product development
and customer satisfaction, created
by Professor Noriaki Kano, which
classifies customer preferences into
five categories:
1. Attractive
2. One-Dimensional
KANO
3. Must-Be
4. Indifferent
5. Reverse

41. 7 Layers of a
Content Strategy Model
If you Care about ROI

42. The Impact of Content
Satisfaction &
Recommendation
Customer
Experience
Content
Engagement
Conversation

43. Listen
before
you Talk
80% of CEOs Believe that
Users have Great
Experience with their
Products.
Only 8% of the Users
believe so.
1

44. Define the Context
The Brand’s Nature
2
The Medium’s
Environment

45. Define the Topics
The Brand’s
Nature & Values
3
Carewords

46. KISSSSS U Each Post
Short
Simple
Sweet
4
Sexy
Shareable
Useful

47. Photos are the Queen
81% 42%
More Reach
More Shares
For
Visualization
5

48. Photos are the Queen
Reach
Earned
Media
5

49. Think as a Coach
4-
4-
2
0%
0%
0%
6
Social
Emotional
Topics
Branded

50. Evaluate
Everything
7
Content Strategy
without Evaluation is just
a Road to Failure

51. Some Takeaways
Food for Thought

52. People are Not
Searching for Brands
They Search for Solutions to
Their Daily Life

53. Become a
Solution Provider

54. Great and ONLY Great
Content is the ONLY way
to Change Perspectives,
Stimulate Minds, Drive Sales

55. &
Consumers
Brands
α
Are the Media

56. In a World where EVERYBODY
speaks at the same time,
Brands have ONLY
One Direction

57. Go Pro or Go Home
Make
Please Don’t Create The
Another one Boring FB Page
Difference

58. Thank U!
Now Make
Your Move!
Contact Us:
XPLAIN.co
LetsRock@xplain.co
Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK
@x_plain