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Social Media Marketing is Dead. The Way Brands use it Today
1. SOCIAL MEDIA MARKETING
IS DEAD
(The way Brands use it today)
Stefanos Karagos - December 2012 – 9th Marketing Forum
2. hello! Who
Stefanos Karagos
Founder & Information Alchemist
XPLAIN
The Leading Content Marketing Agency
8 Countries
more than 100 Brands
@karagos xplain.co
5. a 365 Agency
I
Clients >100 Proud
in 8 countries beloved brands memberships
CYPRUS FMCG WORD OF MOUTH MARKETING
UNITED KINGDOM AUTOMOTIVE ASSOCIATION
GERMANY DISTRIBUTION (CHICAGO)
SWITZERLAND RETAIL
GREECE FASHION EMARKETING ASSOCIATION
ROMANIA INSURANCE (LONDON)
TURKEY ECOMMERCE
BAHRAIN TECHNOLOGY
ENTERTAINMENT
TELECOMMUNICATIONS
6. 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
7. Award Winning Agency
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12. What they all
have in common
with Fireworks?!
c rap
Full of Facebook Apps
Full of Promotions
Full of Gurus*
* More than ten of them in every corner
34. Traditional 3 Step Mental Model
of Marketing
Stimulus First Second
Moment of Moment of
Truth Truth
At shelf Experience
In-store
FMOT: was coined by Procter & Gamble in 2005
35. 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
37. The New Mental Model
of Marketing
Stimulus First Second
Moment of Moment of
Truth Truth
Pre-shopping | At shelf Experience
In-store | In-home In-store
Which becomes the
next person’s ZMOT
42. 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
51. 4P Mix is Good But Go for the 4E Mix
Engage
Educate
Excite
Evangelize
52. Your Brand’s Media Ecosystem
paid.
owned.
earned.
ads
brand’s 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.
53. NO! You Can’t Jump Anymore!
a awareness
i interest
d desire
a action
54. The Impact of Content
Satisfaction &
Recommendation
Customer
Experience
Content
Engagement
Conversation
70. Seed it With ZMOT
in Your Mind
Choose ur Focus on Be Solution
Playground
Tribes
Provider
7
Human
Optimized
Content
Create
WoW
Effect
Improve
The
Experience
71. Evaluate
Everything
+1
Strategy without Evaluation
is just a Road to Failure