My keynote for the latest 9th Marketing Forum. Social Media Marketing is Dead. The Way Brands use it Today is Tottaly Wrong. http://XPLAIN.co

1. SOCIAL MEDIA MARKETING
IS DEAD
(The way Brands use it today)
Stefanos Karagos - December 2012 – 9th Marketing Forum

2. hello! Who
Stefanos Karagos
Founder & Information Alchemist
XPLAIN
The Leading Content Marketing Agency
8 Countries
more than 100 Brands
@karagos xplain.co

3. Who are you?

4. About
xplain.co

5. 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

6. 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

7. Award Winning Agency
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8. OK!
NO MORE SPAM :-)

9. The Long Story, Shrt

10. A World
Full of Choices

11. bo ring
Full of Branded Pages

12. 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

13. They have
A Fancy Shrt life!
and they Burn Money

14. “sexy”
The New Trend

15. Full of Marketing Flavors

16. Full of Marketing Flavors

17. The Hard Facts
let’s xplain

18. We ALL Live

19. In A Recession

20. Brands
are Suffering

21. Consumer Behavior has Changed!

22. Familiar Scene?

23. There is
a Communication Gap
Traditional media are going

24. Web = Pure Content

25. Social Web = UGC
mostly

26. My Mostly
News User Generated Content
Feed
into 1h!

27. 73% of
Branded Content
= Spam
based on our recent research, Sep 2012

28. Every
Minute of
Each Day
WTF!
Source: SocialMedia Examiner 2012

29. 2 to 3 youngsters
would rather sms/chat than talk
Source: Comscore 2011

30. Attention Span
Time Dropped
from 12 mins
to 5 sec!
in the Last 7 years
Source: Media Bistro 2011

31. Hard to
be Heard
Everybody is
Talking Now

32. Information Noise World
and we live in this

33. *Japanese:
Dakara Nani?
So What?

34. 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

35. 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

36. 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.%

37. 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

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

39. It’s NOT
about Technology

40. It’s NOT
about
Platforms

41. It’s NOT
about
Devices

42. 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

43. BUT

44. It’s About
Content
In the Right Context

45. It’s About
Humans
Looking for Solutions

46. YES!

47. It’s ALL About
Content Marketing

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

49. Marketers
Have to Understand

50. Understanding Cross-Platform Consumer Behavior

51. 4P Mix is Good But Go for the 4E Mix
Engage
Educate
Excite
Evangelize

52. 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.

53. NO! You Can’t Jump Anymore!
a awareness
i interest
d desire
a action

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

55. 81%
of consumer purchase
decisions primarily
iіnfluenced by WOM
(McKinsey, 2011)

56. Is there any Model?

57. Not that model!
lol

58. Models
That Work
For more than 100 Brands
*We use more
than 30
Optimization
Models

59. 7+1 Layers of an Effective
Content Strategy Model
If you Care about ROI

60. Listen
before
you Talk
You’ve heard this more than 1000 times
1

61. 80% of CEOs Believe that
Users have Great
Experience with their
Products.
Source: BCG 2011

62. 80% of CEOs Believe that
Users have Great
Experience with their
Products.
8%
Only
of the Users believe so.
Source: BCG 2011

63. Define the Target
Understand
the Define
mindset
Interests
Tribes
2
Acquire
Define the
Personas
Needs

64. Define the Network
Social Define
Networks
Affiliation
Your Hub
Search
Engines
3
Care-
words

65. Define the Context
The Brand’s Nature
4
The Medium’s
Environment

66. Define the Topics
The Brand’s
Nature & Values
5
Carewords,
Consumers’ Interests

67. KISSSS UR Virality
Short
Simple
Sweet
6
Sexy
Useful
Relevant

68. Visual Media are the Queen
For
Visualization
6

69. Visual Media are the Queen
Reach
Earned
Media
6

70. 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

71. Evaluate
Everything
+1
Strategy without Evaluation
is just a Road to Failure

72. Some Takeaways
Food for Thought

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

74. Become a
Solution Provider

75. Consumers
Are the Media
α
&
Brands
Can Join

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

77. This Is
a Real
Example
That Great
Content
DAVID WITT - CMO GENERAL MILLS Drives
Sales!

78. Thank U!
Now Make
Your Move!
Contact Us:
XPLAIN.co
LetsRock@xplain.co
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