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Social Media Marketing is Dead. The Way Brands use it Today
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SOCIAL MEDIA MARKETING IS DEAD Stefanos Karagos - December 2012 – 9 th Marketing Forum (The way Brands use it today)
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Transcript of Social Media Marketing is Dead. The Way Brands use it Today
SOCIAL MEDIA MARKETING IS DEAD
Stefanos Karagos - December 2012 – 9th Marketing Forum
(The way Brands use it today)
Who Stefanos Karagos Founder & Information Alchemist
XPLAIN The Leading Content Marketing Agency
8 Countries more than 100 Brands
!"##$!
@karagos xplain.co
Who are you?
About
xplain.co
Clients in 8 countries
CYPRUS UNITED KINGDOM GERMANY SWITZERLAND GREECE ROMANIA TURKEY BAHRAIN
>100 beloved brands
FMCG AUTOMOTIVE DISTRIBUTION RETAIL FASHION INSURANCE ECOMMERCE TECHNOLOGY ENTERTAINMENT TELECOMMUNICATIONS
Proud memberships WORD OF MOUTH MARKETING ASSOCIATION (CHICAGO) EMARKETING ASSOCIATION (LONDON)
I
a 365 Agency
Great Clients Portfolio from the brilliant
start-ups and
challenging brands
through to the biggest,
best and
most established
companies in the
world, we work
with amazing clients.
from the brilliant
start-ups and
challenging brands
through to the biggest,
best and
most established
companies in the
world, we work
with amazing clients.
GRAND EFFIE
2012 F
or Pepsi
’s
Vintage Campaign
Think Green pr
oject (WinBank) w
on
the “Bes
t Appr
oach to So
cial Media
in Europe”
Award!
Lipton Ice T
ea, Bronze A
ward
from the A
ds of t
he World!
We Made P
epsi Th
e #1 So
cial Brand
in Romania!
Our Prese
ntation in SM
Forum about
Social Media ROI w
as awarded as t
he 3rd
MOST Popular in th
e World fo
r 2012!
Award Winning Agency
NO MORE SPAM :-) OK!
The Long Story, Shrt
Full of Choices A World
Full of Branded Pages b$r%&'
Full of Facebook Apps Full of Promotions Full of Gurus*
W!() )!"* (## !(v" %& +$,,$& w%)! -r"w$r./?!
* More than ten of them in every corner
+r(0
A Fancy Shrt life! They have
(&1 )!"* B2r& M$&"*
The New Trend “/3*”
Full of Marketing Flavors
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
MyNewsFeedinto 1h!
MostlyUser Generated Content
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
Dakara Nani? *Japanese: So What?
Traditional 3 Step Mental Modelof Marketing
First Moment of
Truth
Second Moment of
Truth
Stimulus
At shelf In-store
Experience
FMOT: was coined by Procter & Gamble in 2005
The$number$of$sources$used$by$any$shopper$for$any$average$shopping$occasion$has$almost$doubled,$$from$5.2$to$10.4$sources$used.$$
Consumer Behavior has Changed!
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
First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelf In-store
Experience
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 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
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
Excite
Educate Engage
Evangelize
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 Ecosystem
ads brand’s page pure ugc
NO! You Can’t Jump Anymore!
awareness
interest
desire
action
a
i
d
a
The Impact of Content
Content
Customer Experience
Conversation Engagement
Satisfaction &Recommendation
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
1 You’ve heard this more than 1000 times
80% of CEOs Believe that Users have Great Experience with their Products.
Source: BCG 2011
8%
80% of CEOs Believe that Users have Great Experience with their Products. Only of the Users believe so.
Source: BCG 2011
Define the Target
2
Interests
Acquire the Needs
Understand the mindset
Define Tribes
Define Personas
Define the Network
3
Social Networks
Care-words
Affiliation Define Your Hub
Search Engines
Define the Context
The Brand’s Nature
The Medium’s Environment 4
Define the Topics
The Brand’s Nature & Values
Carewords, Consumers’ Interests 5
KISSSS UR Virality
Short Simple Sweet
Sexy Useful Relevant 6
Visual Media are the Queen
Visualization For 6
Visual Media are the Queen
6
Reach
EarnedMedia
Seed it With ZMOTin Your Mind
HumanOptimizedContent 7
Be Solution Provider
Create WoW Effect
Choose ur Playground
Focus on Tribes
Improve The Experience
Evaluate Everything
Strategy without Evaluation is just a Road to Failure
+1
Some Takeaways Food for Thought
People are Not Searching for Brands
They Search for Solutions to Their Daily Life
Become a
Solution Provider
α Are the Media
& Brands Can Join
Consumers
Great and ONLY Great Content is the ONLY way to Change Perspectives, Stimulate Minds, Drive Sales
This Is a Real Example That Great Content Drives Sales!
DAVID WITT - CMO GENERAL MILLS
Thank U!
Contact Us: XPLAIN.co
Now Make Your Move!
UK | Germany | Switzerland | Greece | Cyprus | Romania | Turkey | Bahrain
