Social media marketing is dead the way brands use it today

SOCIAL MEDIA MARKETING IS DEAD Stefanos Karagos - December 2012 – 9th The way Brands use it today... Clients in 8 countries CYPRUS UNITED KINGDOM GERMANY SWITZERLAND GREECE ROMANIA TU

SOCIAL MEDIA MARKETING

IS DEAD

Stefanos Karagos - December 2012 – 9th

(The way Brands use it today)

@karagos 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

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 For Pepsi’s Vintage Campaign

Think Green project (

from the Ads of the World!

We Made Pepsi The

#1 Social Brand in Romania!

Our Presentation in SM Forum about Social Media ROI

was awarded as the 3rd

MOST Popular in the World

for 2012!

Award Winning

NO MORE SPAM :-)

The Long Story, Shrt

boring

Full of Gurus

What they all have in common with Fireworks?!

crap

and they Burn Money

“sexy”

The Hard

let’s xplain

Brands 


There is 


a

Traditional media are going

Web

Social Web

mostly

News


Feed


Mostly


73% of 


Branded Content 


based on our recent research, Sep 2012

Every

WTF!

would rather sms/chat than talk

Attention Span Time Dropped

from 12 mins 


in the Last 7 years

Hard to 


Everybody is Talking Now

Information Noise

and we live in this

Dakara Nani? *Japanese: 


Traditional 3 Step Mental Model


First Moment of Truth

Second Moment of Truth Stimulus

At shelf In-store Experience

The$number$of$sources $used$by$any$ shopper$for$any$average$shopping$ occasion$has$almost$doubled,$$

from$ 5.2$to$10.4$ sources$used.$$

The New Mental Model 


First Moment of Truth

Second Moment of Truth Stimulus

Pre-shopping |

Which becomes the next person’s ZMOT

Only if You Treat it Like a King

It’s NOT 
 about

It’s NOT 
 about 


It’s NOT 
 about 


It’s About

In the Right Context

It’s About

Looking for Solutions

It’s ALL About


And You NEED 


if you want your Brand to Have 


Not Just Another FB 


Marketers 


Understanding Cross-Platform Consumer Behavior

4P Mix is Good But

Paying to leverage the

power of a channel to

deliver a message that

drives to another type

Dynamic content in a controlled environment

Setup as a repeatable,

The customer as a channel 
 Built through engagement, conversation and content

Your Brand’s

NO!

awareness

interest desire

action

a i d a

The Impact

81% 


of consumer purchase decisions primarily

Is there any Model

lol

Models 


That

For more than 100 Brands

*We use more 


Optimization

7+1 Layers of an Effective 


If you Care about ROI

Listen 
 before 


80% of CEOs Believe that Users have Great

Experience with their

Define the

Acquire the

Understand

Define

Define the

Social

Define

Care-Search

Define the

The Medium’s 


Define the

The Brand’s 


KISSSS UR Virality

Visual Media

Earned
 Media

Seed it With ZMOT


in Your Mind

Human
 Optimized


Be Solution

Create WoW

Choose ur Focus on

Improve The

Evaluate 


Strategy without Evaluation

is just a Road to Failure

Food for Thought

People are Not 


They Search for Solutions to Their Daily Life

Become a 


Are the Media

&

Brands

Great and ONLY Great 


This Is 


a Real Example

Now Make