Presentation by Stefanos Karagos, XPLAIN's founder, at the "Social Networks Conference", held on July 11, 2012, in Bucharest, Romania.

1. The Golden 3C Rule
Content
Content
Community
Content
Conversations
Stefanos Karagos - July 2012 - Social Networks Conference

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

3. The Golden C Rule
Content
YES!
Content
Content
Stefanos Karagos - July 2012 - Social Networks Conference

4. H!"
Y#$!
Let’s get to Know
each other

5. Who are you?

6. Who am I?
What
I’m an
Information
Alchemist
3rd most Popular
in the World, 2011
17 Years
Magazines’ Publisher

7. About
xplain.co

8. a 365 Agency
7
>78
beloved Brands!
WOMMA
Countries
Proud Member

9. In Less Than 4 Years
205
Social Media Pages
>8.4M
Brands’ Fans, Followers

10. Our Latest Achievements
Think Green
GRAND EFFIE We Made
Pepsi The #1
Think Green project (WinBank)
project (WinBank)
We Made Village Approach to
won the “Best won the “Best
For Pepsi’s We Made Pepsi Cinemas The #1 Approach to Social
Vintage Campaign
Social Brand
The #1 Social Social Media in Media in Europe”
Social Brand in Europe”
Brand in Romania!
in Romania!
Award!
Greece for 2011!
Award!
Our Presentation
in SM Forum 2011
Our Presentation in SM Forum 2011
about Social Lipton Ice Tea,
Media Social Media ROI was awarded as
about ROI was
Bronze Award We Helped 7 Of
the 3 MOST Popular
awardedrd the
as
MOST Popular in from the Ads We Helped 7 Of Our Clients To
Our Clients
Recover From
in the World!
the World!
of the World!
To Recover From Crisis!
Negative Crisis!

11. We Cracked the Way on How to Connect
Social Media Results
with Brand’s Performance!

12. Let’s xplain
Let’s talk about FACTS

13. There is
a Communication Gap
Traditional media are going

14. Web = Content

15. Social Web = UGC
mostly

16. My
News
Feed
into 1h!

17. My
News
Feed
into 1h!

18. My
News
Feed
into 1h!

19. My
News
Feed
into 1h!

20. My
News
Feed
into 1h!

21. My Mostly
News User Generated Content
Feed
into 1h!

22. 83% of
Branded Content
= Spam
based on our recent research

23. 320 Million Tweets /day
who is talking now?

24. 3.7 Billion Shares /week
are u talking to me?

25. Every
Minute of
Each Day
WTF!

26. 2 to 3 youngsters
would rather sms/chat than talk

27. Attention Span
Time Dropped
from 12 mins
to 9 sec!
in the Last 7 years

28. Information Noise World
and we live in this

29. *Japanese:
Dakara Nani?
So What?

30. Content is the King!
Only if You Treat it Like a King

31. It’s NOT
about Technology

32. It’s NOT
about
Platforms

33. It’s NOT
about
Devices

34. 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

35. BUT

36. It’s About
Content
In the Right Context

37. It’s About
Humans
Looking for Solutions

38. SO

39. It’s ALL About
Content Marketing
Oh yes!

40. And You NEED
a Serious Content Strategy
if you want your Brand to Have
a Serious Communication.
Not Just Another FB
or Mobile App

41. Is there any Model?
Content Marketing Models

42. Not that model!
lol

43. 5 Models
That Work
in more than 75 Brands
*We use more
than 37 Optimized
Models

44. Your Brand’s Media Ecosystem (facebook)
paid.
owned.
earned.
fb ads
brand’s fb 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.

45. Your Brand’s Communication Model
a awareness
NO!
i interest
d desire
a action You CAN’T
Jump anymore!

46. Forget the 4P Mix, Go for the 4E Mix
Engage
Educate
Excite
Evangelize

47. Human Optimized Content Model
Neuro
Linguistic
Programming
NLP
Neuro-Linguistic Programming
!
describes the fundamental dynamics
between mind (neuro) and language
(linguistic), and how their interplay
NO MORE affects people’s behavior
COPYWRITING
(programming).

48. Human Optimized Content Features Model
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:
1. Attractive
2. One-Dimensional
KANO
3. Must-Be
4. Indifferent
5. Reverse

49. 7 Layers of a
Content Strategy Model
If you Care about ROI

50. The Impact of Content
Satisfaction &
Recommendation
Customer
Experience
Content
Engagement
Conversation

51. 71%
of consumer purchase
decisions primarily
influenced by WOM
(McKinsey, 2011)

52. Listen
before
you Talk
You’ve heard this more than 1000 times
1

53. 80% of CEOs Believe that
Users have Great
Experience with their
Products.

54. 80% of CEOs Believe that
Users have Great
Experience with their
Products.
8%
Only
of the Users believe so.

55. Define the Context
The Brand’s Nature
2
The Medium’s
Environment

56. Define the Topics
The Brand’s
Nature & Values
3
Carewords

57. KISSSSS U Each Post
Short
Simple
Sweet
4
Sexy
Shareable
Useful

58. Photos are the Queen
For
Visualization
5

59. 81%
more reach than text
42%
more shares than video

60. Photos are the Queen
Reach
Earned
Media
5

61. Think as a Coach
4-
4-
2
0%
0%
0%
6
Social
Emotional
Topics
Branded

62. Evaluate
Everything
7
Content Strategy
without Evaluation is just
a Road to Failure

63. Some Takeaways
Food for Thought

64. People are Not
Searching for Brands
They Search for Solutions to
Their Daily Life

65. Become a
Solution Provider

66. &
Consumers
Brands
α
Are the Media

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

68. This Is
a Real
Example
How
Content
DAVID WITT - CMO GENERAL MILLS
Drives
Sales!

69. In a World where EVERYBODY
speaks at the same time,
Brands have ONLY
One Direction

70. Go Pro or Go Home
Make
Please Don’t Create The
Another one Boring FB Page
Difference

71. Thank U!
Now Make
Your Move!
Contact Us:
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LetsRock@xplain.co
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