My keynote for the latest Design-LobbyForum. Visual Content Rule the World and we are living into a Visual Environment. Understand and Conquer! http://XPLAIN.co

1. SATURDAY’S
CONTENT
SOCIETY
VISUAL CONTENT RULEs THE WORLD
Stefanos Karagos : XP
LAIN.co : Design-Lo
bb y Forum 2013

2. hello! Who
Stefanos Karagos
Information Alchemist
XPLAIN
The Leading Content Marketing Agency
@karagos xplain.co

3. I love facts

4. nowadays

5. a recession

6. Brands
are Suffering*
*Humans too…

7. Info-noise world

8. Internet vs web

9. tech vs humans

10. usability vs
aesthetics

11. Original vs clopy

12. designers vs
develo.designo.Imdo
ingevrything.uwant

13. The Long Story,Shrt

14. A World
Full of Choices

15. The game
Has changed

16. C onsumers’ behavior
Ha s changed

17. Consumer s’ behavior
Has changed
Tv no longer commands our full attention

18. r
Consumers’ behavio
Has changed

19. r
Consumers’ behavio
Has changed

20. Web is all about
Content!

21. User g enerated
Conte nt! 95%

22. TH EY ARE NOT
READING

23. Attention span time dropped
Fro m 12’ to 5”
in the Last 7 years!
Source: Media Bistro 2011

24. They are
Scanning…!

25. We are full of
Cra p content

26. Content’s impact
Customer
Experience
Satisfaction &
Recommendation
Visual
Content
Engagement Conversation

27. 81%
of consumer purchase
decisions primarily
influenced by WOM
(McKinsey, 2011)

28. 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

29. Content is the King!

30. 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

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

32. The MEDIA
The BRAND

33. And now what?

34. un derstand

35. 3f
rule
IT’S A F-WORLD!

36. 3f rule
forthem
funtastic
Fuckingawesome

37. un derstand

38. What mot ivates ppl
even Key
I Su gg est Focusing On These S
Process
Motiva tors During The Design

39. 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.

40. What motivates ppl
identity
We do things that are aligned
with our sense of identity,
or how we perceive ourselves.

41. 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.

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

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

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

45. 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.

46. My t wo cents
advice

47. 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

48. if
Want
to survive

49. if
Want
to success

50. go
if

51. go
unique

52. 80% of CEOs Believe that
Users have Great Experience
with their Products.
Source: BCG 2011

53. 80% of CEOs Believe that
Users have Great Experience
with their Products.
8%
Only
of the Users believe so.
Source: BCG 2011

54. go
Out of the noise

55. isual
Under
the right
context

56. Thank u!
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