The Golden 3C Rule

Content

Content Content Community Conversations Stefanos Karagos - July 2012 - Social Networks Conference

the previous slide was fake or better: it’s too old fashioned

The Golden C Rule

YES! Content

Content Content Stefanos Karagos - July 2012 - Social Networks Conference

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

About

xplain.co

a 365 Agency

7Countries

>78beloved Brands!

WOMMA Proud Member

In Less Than 4 Years

205Social Media Pages

>8.4MBrands’ Fans, Followers

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

MyNewsFeedinto 1h!

MyNewsFeedinto 1h!

MyNewsFeedinto 1h!

MyNewsFeedinto 1h!

MyNewsFeedinto 1h!

MyNewsFeedinto 1h!

MostlyUser Generated Content

83% of Branded Content = Spam

based on our recent research

320 Million Tweets /day

who is talking now?

3.7 Billion Shares /week

are u talking to me?

Every Minute of Each Day WTF!

2 to 3 youngsters would rather sms/chat than talk

Attention Span Time Dropped from 12 mins to 9 sec!

in the Last 7 years

Information Noise World and we live in this

Dakara Nani? *Japanese: So What?

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

SO

It’s ALL About

Content Marketing Oh yes!

And 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? Content Marketing Models

Not that model! 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 Ecosystem (facebook)

fb ads brand’s fb page pure ugc

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

! NO MORE COPYWRITING

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

71%

of consumer purchase decisions primarily influenced by WOM (McKinsey, 2011)

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.

8%

80% of CEOs Believe that Users have Great Experience with their Products. Only of the Users believe so.

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 For 5

81%

more reach than text

42% more shares than video

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

α Are the Media

& Brands Consumers

Great and ONLY Great Content is the ONLY way to Change Perspectives, Stimulate Minds, Drive Sales

This Is a Real Example How Content Drives Sales!

DAVID WITT - CMO GENERAL MILLS

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!

LetsRock@xplain.co +40 31 8107944

Contact Us: XPLAIN.co

Now Make Your Move!

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