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It's All About Content Marketing

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It's All About Content Marketing

  1. 1. Stefanos Karagos 
 June 2012 
 Social Media World Conference XPLAIN.co Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK
  2. 2. It’s All About Content Marketing The Content 
 Rules the & Humans Mix Social World
  3. 3. H!" Y#$! Let’s get to Know each other
  4. 4. Who are you?
  5. 5. Who am I? What I’m an 
 Alchemist 3rd most Popular 
 in the World, 2011 17 Years 9 Magazines’ Publisher Startups
  6. 6. About xplain.co
  7. 7. In Less Than 4 Years 7
 beloved Brands! WOMMA Countries Proud Member
  8. 8. In Less Than 4 Years 203
 Social Media Pages 8.3M
 Brands’ Fans, Followers
  9. 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. 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. 11. We Cracked the Way on How to Connect Social Media Results 
 with Brand’s Performance!
  12. 12. Let’s xplain Let’s talk about facts
  13. 13. There is 
 a Communication Gap Traditional media are going
  14. 14. Web = Content
  15. 15. Social Web = UGC mostly
  16. 16. 83% of 
 Branded Content 
 = Spam based on our recent research
  17. 17. 300 Million Tweets /day who is talking now?
  18. 18. 3.7 Billion Shares /week are u talking to me?
  19. 19. Every Minute of Each Day WTF!
  20. 20. Attention Span Time Dropped from 12 mins 
 to 9 sec! in the Last 7 years
  21. 21. 2 to 3 youngsters would rather sms/chat than talk
  22. 22. Information Noise World and we live in this
  23. 23. Content is the King! Only if You Treat it Like a King
  24. 24. *Japanese: 
 Dakara Nani? So What?
  25. 25. It’s NOT 
  26. 26. It’s NOT 
  27. 27. It’s NOT 
  28. 28. It’s NOT 
 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. 29. It’s About Content In the Right Context
  30. 30. It’s About Humans Looking for Solutions
  31. 31. It’s ALL About
 Content Marketing Oh yes!
  32. 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. 33. Is there any Model? Communication & Content Models
  34. 34. Not that model J lol
  35. 35. 5 Models 
 That Work in more than 75 Brands *We use more 
 than 37 Optimized Models
  36. 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. 37. Your Brand’s Communication Model a awareness NO! i interest d desire a action You CAN’T 
 Jump anymore!
  38. 38. Forget the 4P Mix, Go for the 4E Mix Engage Educate Excite Evangelize
  39. 39. Human Optimized Content Model Neuro 
 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. 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. 41. 7 Layers of a 
 Content Strategy Model If you Care about ROI
  42. 42. The Impact of Content Satisfaction &
 Recommendation Customer Experience Content Engagement Conversation
  43. 43. Listen 
 you Talk 80% of CEOs Believe that Users have Great Experience with their Products. Only 8% of the Users believe so. 1
  44. 44. Define the Context The Brand’s Nature 2 The Medium’s 
  45. 45. Define the Topics The Brand’s 
 Nature & Values 3 Carewords
  46. 46. KISSSSS U Each Post Short Simple Sweet 4 Sexy Shareable Useful
  47. 47. Photos are the Queen 81%
 More Reach More Shares For Visualization 5
  48. 48. Photos are the Queen Reach Earned
 Media 5
  49. 49. Think as a Coach 4- 4- 2 0% 0% 0% 6 Social
 Emotional Topics Branded
  50. 50. Evaluate 
 Everything 7 Content Strategy without Evaluation is just a Road to Failure
  51. 51. Some Takeaways Food for Thought
  52. 52. People are Not 
 Searching for Brands They Search for Solutions to Their Daily Life
  53. 53. Become a 
 Solution Provider
  54. 54. Great and ONLY Great 
 Content is the ONLY way 
 to Change Perspectives, Stimulate Minds, Drive Sales
  55. 55. & Consumers Brands α Are the Media
  56. 56. In a World where EVERYBODY 
 speaks at the same time, Brands have ONLY 
 One Direction
  57. 57. Go Pro or Go Home Make 
 Please Don’t Create 
 The Another one Boring FB Page Difference
  58. 58. Thank U! Now Make 
 Your Move! Contact Us: XPLAIN.co LetsRock@xplain.co Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK @x_plain