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SOCIAL MEDIA MARKETING
IS DEAD
(The way Brands use it today)




Stefanos Karagos - December 2012 – 9th Marketing Forum
hello!                                      Who
           Stefanos Karagos
           Founder & Information Alchemist




           XPLAIN
           The Leading Content Marketing Agency


           8 Countries
           more than 100 Brands
@karagos   xplain.co
Who are you?
About




   xplain.co
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
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
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
OK!
NO MORE SPAM :-)
The Long Story, Shrt
A World
Full of Choices
bo ring
Full of Branded Pages
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
They have
A Fancy Shrt life!
and they Burn Money
“sexy”
The New Trend
Full of Marketing Flavors
Full of Marketing Flavors
The Hard Facts
let’s xplain
We ALL Live
In A Recession
Brands 

are Suffering
Consumer Behavior has Changed!
Familiar Scene?
There is 

a Communication Gap
Traditional media are going
Web = Pure Content
Social Web = UGC
mostly
My
       Mostly

News
 User Generated Content
Feed

into 1h!
73% of 

Branded Content 

= Spam

based on our recent research, Sep 2012
Every
Minute of
Each Day
WTF!


Source: SocialMedia Examiner 2012
2 to 3 youngsters
would rather sms/chat than talk


Source: Comscore 2011
Attention Span
Time Dropped
from 12 mins 

to 5 sec!
in the Last 7 years

Source: Media Bistro 2011
Hard to 

be Heard 
Everybody is
Talking Now
Information Noise World
and we live in this
*Japanese: 

Dakara Nani?
   So What?
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
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
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.%
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
Content is the King!
Only if You Treat it Like a King
It’s NOT 

about Technology
It’s NOT 

about 

Platforms
It’s NOT 

about 

Devices
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
BUT
It’s About
Content
In the Right Context
It’s About
Humans
Looking for Solutions
YES!
It’s ALL About

Content Marketing
And You NEED 

a Serious Content Strategy 

if you want your Brand to Have 

a Serious Communication.


                               Not Just Another FB 

                               or Mobile App
Marketers 

Have to Understand
Understanding Cross-Platform Consumer Behavior
4P Mix is Good But Go for the 4E Mix



                    Engage
   Educate

                    Excite
 Evangelize
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.
NO! You Can’t Jump Anymore!


          a           awareness



          i           interest



          d           desire



          a           action
The Impact of Content
                                               Satisfaction &

                                               Recommendation
                 Customer
                 Experience




               Content
 Engagement
                   Conversation
81%
of consumer purchase
                    


decisions primarily
iіnfluenced by WOM 

(McKinsey, 2011)
Is there any Model?
Not that model!
lol
Models 

That Work
For more than 100 Brands
                           *We use more 

                           than 30
                           Optimization
                           Models
7+1 Layers of an Effective 

Content Strategy Model
If you Care about ROI
Listen 

before 

you Talk

You’ve heard this more than 1000 times
                                          1
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
Define the Target

       Understand
       the                       Define
       mindset
     Interests
   Tribes



                    2
                                 Acquire
       Define                    the
       Personas
                 Needs
Define the Network

      Social                     Define
      Networks
   Affiliation
   Your Hub


      Search
      Engines
    3
             Care-
                                 words
Define the Context

             The Brand’s Nature



       4
    The Medium’s 

             Environment
Define the Topics

              The Brand’s 

              Nature & Values



        5
    Carewords, 
              Consumers’ Interests
KISSSS UR Virality

        Short
   Simple
   Sweet



 6
     Sexy
    Useful
   Relevant
Visual Media are the Queen




           For
 Visualization
   6
Visual Media are the Queen

                   Reach

                   Earned

                   Media
     6
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
Evaluate 

Everything
                              +1
Strategy without Evaluation
is just a Road to Failure
Some Takeaways
Food for Thought
People are Not 

Searching for Brands
They Search for Solutions to
Their Daily Life
Become a 

Solution Provider
Consumers
   Are the Media


α
                         &
                           Brands
                           Can Join
Great and ONLY Great 

Content is the ONLY way 

to Change Perspectives,
Stimulate Minds, Drive Sales
This Is 

                                 a Real
                                 Example
                                 That Great
                                 Content
DAVID WITT - CMO GENERAL MILLS   Drives
                                 Sales!
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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