Social Media Marketing is Dead. The Way Brands use it Today

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

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!

Social Media Marketing is Dead. The Way Brands use it Today

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