SOCIAL MEDIA MARKETING IS DEAD (The way Brands use it today) Stefanos Karagos - December 2012 – 9th Marketing Forum Who hello! Stefanos Karagos Founder & Information Alchemist XPLAIN The Leading Content Marketing Agency Countries more than 100 Brands @karagos xplain.co Who are you? About xplain.co a 365 Agency I Clients in 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) 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 s ut rd ! nd ! ona si’ n o a a p w ab 3rd ! Br nia Pe aig Aworld k) edi d! l r m n a e e p M a z W r Fo am rus th 201 Baial ci Rom n a o n e o o i C w F h r S in (W Soc ” A M ed a for 20age , B of t S # t e a E I c p e t in rd rld F Te ds je h touro Th n EF Vin e o i A o c c i wa Wo r a s I e D E t p p a N e a n n h i A t as the P o mt enppro n t e e GR e p Li fro ad Gr t A es ROI wr in r M k s P in e r dia pula We u Th e “B O Me Po th ialMOST c So OK! NO MORE SPAM :-) The Long Story, Shrt A World Full of Choices Define the Network Social Networks Affiliation Define Your Hub Search Engines Carewords Define the Context The Brand’s Nature The Medium’s 
 Environment Define the Topics The Brand’s 
 Nature & Values Carewords, Consumers’ Interests KISSSS UR Virality Short Simple Sweet Sexy Useful Relevant Visual Media are the Queen For Visualization Visual Media are the Queen Reach Earned
 Media Seed it With ZMOT
 in Your Mind Choose ur Playground Focus on Tribes Be Solution Provider Human
 Optimized
 Content Create WoW Effect 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 Consumers α Are the Media & 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! Thank U! Now Make 
 Your Move! Contact Us: XPLAIN.co LetsRock@xplain.co UK | Germany | Switzerland | Greece | Cyprus | Romania | Turkey | Bahrain [...]... What they all have in common with Fireworks?! p a r c 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 ” y “sex The New Trend 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... 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 Model
 of Marketing Stimulus First Moment of Truth At shelf In-store Second Moment of Truth Experience FMOT: was coined by Procter & Gamble in 2005 Consumer Behavior has Changed! The$ number$of$sources$used$by$any$... 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... 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.% ... 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 ... 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 s... 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!