content marketing that works
TRANSCRIPT
Stefanos Karagos June 2012 Social Media World Conference
Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK XPLAIN.co
Rules the Social World
The Content & Humans Mix
It’s All About Content Marketing
Let’s get to Know each other
H!" Y#$!
Who are you?
Who am I?
17 Years Magazines’ Publisher
I’m an InformationAlchemist
What
3rd most Popular in the World, 2011
9 Startups
About
xplain.co
In Less Than 4 Years
7Countries
>75beloved Brands!
WOMMA Proud Member
In Less Than 4 Years
203Social Media Pages
8.3MBrands’ Fans, Followers
a 365 CM Agency
Content Marketing
Word of Mouth Marketing
Social Advertising
ROI Focused
Social Media Strategy
Online Reputation Management
Branded Community Management
Our Latest Achievements
We Made Pepsi The #1 Social Brand in Romania!
We Made Village Cinemas The #1 Social Brand in Greece for 2011!
Think Green project (WinBank) won the “Best Approach to Social Media in Europe” Award!
Our Presentation in SM Forum 2011 about Social Media ROI was awarded as the MOST Popular in the World!
Lipton Ice Tea, Bronze Award from the Ads of the World!
We Helped 7 Of Our Clients To Recover From Negative Crisis!
GRAND EFFIEFor Pepsi’s Vintage Campaign
Our Presentation in SM Forum 2011 about Social Media ROI was awarded as
the 3rd MOST Popular in the World!
We Made Pepsi The #1 Social Brand in Romania!
We Helped 7 Of Our Clients To Recover From Crisis!
Think Green project (WinBank) won the “Best Approach to Social Media in Europe” Award!
We Cracked the Way on How to Connect Social Media Results with Brand’s Performance!
Let’s xplain Let’s talk about facts
There is a Communication Gap Traditional media are going
Web = Content
Social Web = UGC mostly
83% of Branded Content = Spam
based on our recent research
300 Million Tweets /day
who is talking now?
3.7 Billion Shares /week
are u talking to me?
Every Minute of Each Day WTF!
Attention Span Time Dropped from 12 mins to 9 sec!
in the Last 7 years
2 to 3 youngsters would rather sms/chat than talk
Information Noise World and we live in this
Content is the King! Only if You Treat it Like a King
Dakara Nani? *Japanese: So What?
It’s NOT about Technology
It’s NOT about Platform
It’s NOT about Device
It’s NOT about Social MediaMarketing
99.5% of Social Media Experts are Clowns! Gary Vaynerchuck
Thank God we Belong to 0.5%! XPLAIN Team
Author of The Thank you Economy, Investor & Serial Entrepreneur
It’s About Content In the Right Context
It’s About Humans Looking for Solutions
It’s ALL About
Content Marketing Oh yes!
So You NEED a Serious Content Strategy if you want your Brand to Have a Serious Communication.
Not Just Another FB or Mobile App
Is there any Model? Communication & Content Models
Not that model J lol
5 Models That Work in more than 75 Brands
*We use more than 37 Optimized Models
paid. Paying to leverage the power of a channel to deliver a message that drives to another type of media.
Dynamic content in a controlled environment. Setup as a repeatable, value-added experience.
The customer as a channel. Built through engagement, conversation and content sharing.
owned. earned.
Your Brand’s Media Platform
Your Brand’s Communication Model
awareness
interest
desire
action
a
i
d
a
NO! You CAN’T Jump anymore!
Forget the 4P Mix, Go for the 4E Mix
Excite
Educate Engage
Evangelize
Human Optimized Content Model
NLP Neuro Linguistic Programming
Neuro-Linguistic Programming describes the fundamental dynamics between mind (neuro) and language (linguistic), and how their interplay affects people’s behavior (programming).
Human Optimized Content Features Model
KANO 1. Attractive 2. One-Dimensional 3. Must-Be 4. Indifferent 5. Reverse
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:
7 Layers of a Content Strategy Model If you Care about ROI
The Impact of Content
Content
Customer Experience
Conversation Engagement
Satisfaction &Recommendation
Listen before you Talk 80% of CEOs Believe that Users have Great Experience with their Products. Only 8% of the Users believe so.
1
Define the Context
The Brand’s Nature
The Medium’s Environment 2
Define the Topics
The Brand’s Nature & Values
Carewords 3
KISSSSS U Each Post
Short Simple Sweet
Sexy Shareable Useful 4
Photos are the Queen
Visualization
81%More Reach
42%More Shares
For 5
Photos are the Queen
5
Reach
EarnedMedia
Think as a Coach
4- 4- 2 SocialEmotional Topics Branded 6
0% 0% 0%
Evaluate Everything
Content Strategy without Evaluation is just a Road to Failure
7
Some Takeaways Food for Thought
People are Not Searching for Brands
They Search for Solutions to Their Daily Life
Become a
Solution Provider
Great and ONLY Great Content is the ONLY way to Change Perspectives, Stimulate Minds, Drive Sales
α Are the Media
& Brands Consumers
In a World where EVERYBODY speaks at the same time, Brands have ONLY One Direction
Go Pro or Go Home Please Don’t Create Another one Boring FB Page
Make The Difference
Thank U!
[email protected] @x_plain
Contact Us: XPLAIN.co
Now Make Your Move!
Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK