Embed Size (px)
Citation preview
SATURDAY’S CONTENT SOCIETY
Stefanos Karagos : XPLAIN.co : Design-Lobby Forum 2013
VISUAL CONTENT RULEs THE WORLD
Who Stefanos Karagos Information Alchemist
XPLAIN The Leading Content Marketing Agency
!"##$!
@karagos xplain.co
I love facts
nowadays
a recession
Brands are Suffering*
*Humans too…
Info-noise world
Internet vs web
tech vs humans
usability vs aesthetics
Original vs clopy
designers vs develo.designo.Imdoingevrything.uwant
The Long Story,Shrt
Full of Choices A World
Has changed The game
Has changed Consumers’ behavior
Has changed Consumers’ behavior
Tv no longer commands our full attention
Has changed
Consumers’ behavior
Has changed
Consumers’ behavior
Content! Web is all about
Content! User generated
95%
THEY ARE NOT READING
in the Last 7 years!
Source: Media Bistro 2011
From 12’ to 5” Attention span time dropped
Scanning…! They are
Crap content We are full of
Satisfaction & Recommendation
Visual Content
Customer Experience
Conversation Engagement
Content’s impact
81%
of consumer purchase decisions primarily influenced by WOM (McKinsey, 2011)
First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelf In-store
Experience
Which becomes the next person’s ZMOT
New mental model Of marketing
Content is the King!
IT’S A VISUAL WORLD!
Of information transmitted to the Brain is visual, and visuals are processed 60,000x faster in the brain than text
90%
Source: Forester CSO Insights 2012
Content is the King!
Only if You Treat it Like a King
visual
The BRAND
The MEDIA
And now what?
understand
IT’S A F-WORLD!
rule
3f
forthem
3f rule
funtastic
Fuckingawesome
understand
What motivates ppl I Suggest Focusing On These Seven Key
Motivators During The Design Process
Social norms & social approval
What motivates ppl
We do things that we think will be accepted by, and acceptable to, our community and social groups.
identity
What motivates ppl
We do things that are aligned with our sense of identity, or how we perceive ourselves.
Morals & ethical beliefs
What motivates ppl
We tend to do things that are aligned with our moral judgements and how moral we perceive ourselves to be.
reciprocity
What motivates ppl
We tend to do things for others in response to receiving a gift or a favor from them.
Task enjoyment
What motivates ppl
We may do a task simply because we enjoy doing it.
Present bias
What motivates ppl
We do things that result in immediate gratification rather than waiting around for future benefits.
Loss aversion
What motivates ppl
We do things that allow us to avoid the pain of losses, or at least delay losses so they occur in the future.
My two cents advice
Design With motivation
in mind
it’s important to make sure the behavior
or activity you’re asking them to engage
in aligns with these key motivators.
if Want
to survive
if Want
to success
if go
go unique
Source: BCG 2011
80% of CEOs Believe that Users have Great Experience with their Products.
80% of CEOs Believe that Users have Great Experience with their Products. Only of the Users believe so. 8%
Source: BCG 2011
go Out of the noise
Under the right context
isual
Contact Us: XPLAIN.co
UK | Germany | Switzerland | Greece | Cyprus | Romania | Turkey | Bahrain
Thank u!
