Content Marketing that Works
Transcript of Content Marketing that Works
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Stefanos Karagos June 2012 Social Media World Conference
Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK XPLAIN.co
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Rules the Social World
The Content & Humans Mix
It’s All About Content Marketing
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Let’s get to Know each other
H!" Y#$!
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Who are you?
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Who am I?
17 Years Magazines’ Publisher
I’m an InformationAlchemist
What
3rd most Popular in the World, 2011
9 Startups
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About
xplain.co
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In Less Than 4 Years
7Countries
>75beloved Brands!
WOMMA Proud Member
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In Less Than 4 Years
203Social Media Pages
8.3MBrands’ Fans, Followers
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a 365 CM Agency
Content Marketing
Word of Mouth Marketing
Social Advertising
ROI Focused
Social Media Strategy
Online Reputation Management
Branded Community Management
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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!
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We Cracked the Way on How to Connect Social Media Results with Brand’s Performance!
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Let’s xplain Let’s talk about facts
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There is a Communication Gap Traditional media are going
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Web = Content
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Social Web = UGC mostly
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83% of Branded Content = Spam
based on our recent research
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300 Million Tweets /day
who is talking now?
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3.7 Billion Shares /week
are u talking to me?
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Every Minute of Each Day WTF!
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Attention Span Time Dropped from 12 mins to 9 sec!
in the Last 7 years
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2 to 3 youngsters would rather sms/chat than talk
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Information Noise World and we live in this
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Content is the King! Only if You Treat it Like a King
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Dakara Nani? *Japanese: So What?
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It’s NOT about Technology
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It’s NOT about Platform
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It’s NOT about Device
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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
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It’s About Content In the Right Context
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It’s About Humans Looking for Solutions
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It’s ALL About
Content Marketing Oh yes!
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So You NEED a Serious Content Strategy if you want your Brand to Have a Serious Communication.
Not Just Another FB or Mobile App
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Is there any Model? Communication & Content Models
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Not that model J lol
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5 Models That Work in more than 75 Brands
*We use more than 37 Optimized Models
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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
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Your Brand’s Communication Model
awareness
interest
desire
action
a
i
d
a
NO! You CAN’T Jump anymore!
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Forget the 4P Mix, Go for the 4E Mix
Excite
Educate Engage
Evangelize
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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).
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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:
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7 Layers of a Content Strategy Model If you Care about ROI
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The Impact of Content
Content
Customer Experience
Conversation Engagement
Satisfaction &Recommendation
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Listen before you Talk 80% of CEOs Believe that Users have Great Experience with their Products. Only 8% of the Users believe so.
1
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Define the Context
The Brand’s Nature
The Medium’s Environment 2
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Define the Topics
The Brand’s Nature & Values
Carewords 3
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KISSSSS U Each Post
Short Simple Sweet
Sexy Shareable Useful 4
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Photos are the Queen
Visualization
81%More Reach
42%More Shares
For 5
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Photos are the Queen
5
Reach
EarnedMedia
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Think as a Coach
4- 4- 2 SocialEmotional Topics Branded 6
0% 0% 0%
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Evaluate Everything
Content Strategy without Evaluation is just a Road to Failure
7
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Some Takeaways Food for Thought
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People are Not Searching for Brands
They Search for Solutions to Their Daily Life
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Become a
Solution Provider
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Great and ONLY Great Content is the ONLY way to Change Perspectives, Stimulate Minds, Drive Sales
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α Are the Media
& Brands Consumers
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In a World where EVERYBODY speaks at the same time, Brands have ONLY One Direction
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Go Pro or Go Home Please Don’t Create Another one Boring FB Page
Make The Difference
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Thank U!
[email protected] @x_plain
Contact Us: XPLAIN.co
Now Make Your Move!
Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK