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Stefanos Karagos 

                                  June 2012 

                                  Social Media World Conference




XPLAIN.co
   Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK
It’s All About
Content Marketing

         The Content 
   Rules the
         & Humans Mix
   Social World
H!"
                      Y#$!




Let’s get to Know 
each other
Who are you?
Who am I?
                                        What
                          I’m an 

                          Information

                          Alchemist 
                                         3rd most Popular 

                                         in the World, 2011




  17 Years
                              9
  Magazines’ Publisher
                  Startups
About




xplain.co
In Less Than 4 Years


7

             >75

             beloved Brands!


                         WOMMA
Countries
               Proud Member
In Less Than 4 Years



203

Social Media Pages
                      8.3M

                      Brands’ Fans, Followers
a 365 CM Agency
                            Word of
Content                     Mouth                      Social
Marketing
                  Marketing
                 Advertising




ROI          Social Media
                                         Online
                                         Reputation
                                                       Branded
                                                       Community
Focused
     Strategy
                   Management
   Management
Our Latest Achievements
                                                                                   Think Green

GRAND EFFIE
                            We Made
                                        Pepsi The #1         We Made Village
                                                                                   project (WinBank)
                                                                                   won the “Best
                                                             Think Green project (WinBank)
For Pepsi’s 
                           We Made Pepsi        Cinemas The #1        Approach to Social

Vintage Campaign
                                        Social Brand 

                                        The #1 Social        won the “Best Approach Europe”
                                                             Social Brand in       Media in to
                                        Brand in Romania!
                                        in Romania!
         Greece for 2011!
 in Europe” Award!
                                                             Social Media          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
                                                                                Our Clients To
                                                                           7 Of Our Clients 

                                                                                Recover From
in the World!
the World!
                             of the World!
       To Recover    From Negative
 Crisis! 
                                                                                Crisis!
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
83% of 

Branded Content 

= Spam
based on our recent research
300 Million Tweets /day
who is talking now?
3.7 Billion Shares /week
are u talking to me?
Every
Minute of
Each Day
WTF!
Attention Span
Time Dropped
from 12 mins 

to 9 sec!
in the Last 7 years
2 to 3 youngsters
would rather sms/chat than talk
Information Noise World
and we live in this
Content is the King!
Only if You Treat it Like a King
*Japanese: 

Dakara Nani?
   So What?
It’s NOT 

about 

Technology
It’s NOT 

about 

Platform
It’s NOT 

about 

Device
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
It’s About
Content
In the Right Context
It’s About
Humans
Looking for Solutions
It’s ALL About

Content Marketing
Oh yes!
So 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?
Communication & Content Models
Not that model J
lol
5 Models 

That Work
in more than 75 Brands
                          *We use more 

                          than 37 Optimized
                          Models
Your Brand’s Media Platform



paid. 
 owned. 
 earned. 
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.
Your Brand’s Communication Model


           a         awareness




                                 NO!
           i         interest



           d         desire



           a         action      You CAN’T 

                                 Jump anymore!
Forget the 4P Mix, Go for the 4E Mix



                     Engage
   Educate

                     Excite
 Evangelize
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
                                affects people’s behavior
                                (programming).
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
7 Layers of a 

Content Strategy Model
If you Care about ROI
The Impact of Content
                                               Satisfaction &

                                               Recommendation
                 Customer
                 Experience




               Content
 Engagement
                   Conversation
Listen 

before 

you Talk
80% of CEOs Believe that
Users have Great
Experience with their
Products.
Only 8% of the Users
believe so.
                           1
Define the Context

             The Brand’s Nature



       2
    The Medium’s 

             Environment
Define the Topics

              The Brand’s 

              Nature & Values



        3
    Carewords
KISSSSS U Each Post

       Short
   Simple
    Sweet



 4
    Sexy
    Shareable
 Useful
Photos are the Queen

                81%
          42%

                More Reach
   More Shares




           For
 Visualization
               5
Photos are the Queen

                  Reach

                  Earned

                  Media
    5
Think as a Coach

       4-
 4-
 2
          0%
         0%
      0%




 6
    Social

       Emotional
 Topics
   Branded
Evaluate 

Everything
                             7
Content Strategy
without Evaluation is just
a Road to Failure
Some Takeaways
Food for Thought
People are Not 

Searching for Brands
They Search for Solutions to
Their Daily Life
Become a 

Solution Provider
Great and ONLY Great 

Content is the ONLY way 

to Change Perspectives,
Stimulate Minds, Drive Sales
&
     Consumers
   Brands


α
   Are the Media
In a World where EVERYBODY 

                      

speaks at the same time,

Brands have ONLY 

One Direction
Go Pro or Go Home
                                     Make 

       Please Don’t Create 
         The
       Another one Boring FB Page
   Difference
Thank U!
  Now Make 

  Your Move!

  Contact Us:
          XPLAIN.co

  LetsRock@xplain.co
   Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK 
  @x_plain

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It's All About Content Marketing

  • 1. Stefanos Karagos 
 June 2012 
 Social Media World Conference XPLAIN.co Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK
  • 2. It’s All About Content Marketing The Content 
 Rules the & Humans Mix Social World
  • 3. H!" Y#$! Let’s get to Know each other
  • 5. Who am I? What I’m an 
 Information
 Alchemist 3rd most Popular 
 in the World, 2011 17 Years 9 Magazines’ Publisher Startups
  • 7. In Less Than 4 Years 7
 >75
 beloved Brands! WOMMA Countries Proud Member
  • 8. In Less Than 4 Years 203
 Social Media Pages 8.3M
 Brands’ Fans, Followers
  • 9. a 365 CM Agency Word of Content Mouth Social Marketing Marketing Advertising ROI Social Media Online Reputation Branded Community Focused Strategy Management Management
  • 10. Our Latest Achievements Think Green GRAND EFFIE
 We Made Pepsi The #1 We Made Village project (WinBank) won the “Best Think Green project (WinBank) For Pepsi’s 
 We Made Pepsi Cinemas The #1 Approach to Social Vintage Campaign Social Brand 
 The #1 Social won the “Best Approach Europe” Social Brand in Media in to Brand in Romania! in Romania! Greece for 2011! in Europe” Award! Social Media 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 Our Clients To 7 Of Our Clients 
 Recover From in the World! the World! of the World! To Recover From Negative Crisis! Crisis!
  • 11. We Cracked the Way on How to Connect Social Media Results 
 with Brand’s Performance!
  • 13. There is 
 a Communication Gap Traditional media are going
  • 15. Social Web = UGC mostly
  • 16. 83% of 
 Branded Content 
 = Spam based on our recent research
  • 17. 300 Million Tweets /day who is talking now?
  • 18. 3.7 Billion Shares /week are u talking to me?
  • 20. Attention Span Time Dropped from 12 mins 
 to 9 sec! in the Last 7 years
  • 21. 2 to 3 youngsters would rather sms/chat than talk
  • 22. Information Noise World and we live in this
  • 23. Content is the King! Only if You Treat it Like a King
  • 25. It’s NOT 
 about 
 Technology
  • 26. It’s NOT 
 about 
 Platform
  • 27. It’s NOT 
 about 
 Device
  • 28. 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
  • 31. It’s ALL About
 Content Marketing Oh yes!
  • 32. So You NEED 
 a Serious Content Strategy 
 if you want your Brand to Have 
 a Serious Communication. Not Just Another FB 
 or Mobile App
  • 33. Is there any Model? Communication & Content Models
  • 34. Not that model J lol
  • 35. 5 Models 
 That Work in more than 75 Brands *We use more 
 than 37 Optimized Models
  • 36. Your Brand’s Media Platform paid. owned. earned. 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.
  • 37. Your Brand’s Communication Model a awareness NO! i interest d desire a action You CAN’T 
 Jump anymore!
  • 38. Forget the 4P Mix, Go for the 4E Mix Engage Educate Excite Evangelize
  • 39. 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 affects people’s behavior (programming).
  • 40. 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
  • 41. 7 Layers of a 
 Content Strategy Model If you Care about ROI
  • 42. The Impact of Content Satisfaction &
 Recommendation Customer Experience Content Engagement Conversation
  • 43. Listen 
 before 
 you Talk 80% of CEOs Believe that Users have Great Experience with their Products. Only 8% of the Users believe so. 1
  • 44. Define the Context The Brand’s Nature 2 The Medium’s 
 Environment
  • 45. Define the Topics The Brand’s 
 Nature & Values 3 Carewords
  • 46. KISSSSS U Each Post Short Simple Sweet 4 Sexy Shareable Useful
  • 47. Photos are the Queen 81%
 42%
 More Reach More Shares For Visualization 5
  • 48. Photos are the Queen Reach Earned
 Media 5
  • 49. Think as a Coach 4- 4- 2 0% 0% 0% 6 Social
 Emotional Topics Branded
  • 50. Evaluate 
 Everything 7 Content Strategy without Evaluation is just a Road to Failure
  • 52. People are Not 
 Searching for Brands They Search for Solutions to Their Daily Life
  • 54. Great and ONLY Great 
 Content is the ONLY way 
 to Change Perspectives, Stimulate Minds, Drive Sales
  • 55. & Consumers Brands α Are the Media
  • 56. In a World where EVERYBODY 
 
 speaks at the same time, Brands have ONLY 
 One Direction
  • 57. Go Pro or Go Home Make 
 Please Don’t Create 
 The Another one Boring FB Page Difference
  • 58. Thank U! Now Make 
 Your Move! Contact Us: XPLAIN.co LetsRock@xplain.co Switzerland | Greece | Romania | Cyprus | Turkey | Bahrain | UK @x_plain