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Social Media Product Placement presented at #TrendsNight2013 for @STIMA_Belgium

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Cain Ransbottyn's STIMA presentation on the TrendsNight2013 in Mechelen, Belgium. …

Cain Ransbottyn's STIMA presentation on the TrendsNight2013 in Mechelen, Belgium.
His view on Social Media Product Placement (SocMedPP) and how agencies could earn more margin by being a Social Media Content Broker and manage Social Media Profiles for their brands using Product Placement in the Social Timeline!

Summary:
Banner Ads on websites are dead - Advertising formats as we know them are blind spots - People no longer click on it!
CPM prices are dropping - Where's the money? Media Agencies need an extra revenue stream!
Agencies cannot make enough margin by selling Facebook ads or promoted posts - No longer viable business and too low margin!
Agencies need to come up with something new - Product Placement on Twitter and Facebook
Agencies have to find new publishers: social profiles - Agencies will become Social Media Content Brokers!
Everyone will be a publisher - You just need a lot of eyeballs
Either you're a moron like @realregi with a lot of followers
or a brand like @stubru or @telenet with a lot of believers
or an athlete like @ClijstersKim, @PieterLoridon, @VincentKompany, @Justine_Henin
or you're whore like @HotMarijke
or you can act (fake) like all of the above and be the perfect combination - the attention whore: @ransbottyn
Everyone knows Product Placement on TV - Nobody realises product placement is possible on Social Media
Product Placement has been done before by Kim Kardashian / Paris Hilton
Right column are the ads! Left column is authenticity!
Social Media Marketing in 2013 will be? contributors, influencers, ambassadors…
Brands will spend less in "classic" ads and will go for the advertorials - they want to get associated with the opinion & thought leaders, the ambassadors
Pro: Authenticity / Same message, different package, different tone of voice / Peers trustworthy / Relevance / Subtlety (non commercial power) 
Possible Traps : credibility risk for the brand with wrong association / liability / authenticity failure (if you don't believe, don't post it!)
This is how I do it: Privacy is for losers: I put my life online and divide my social life into 8 categories:
Travel, Food & Beverages, Lifestyle, On The Road, Sports, Technology, Family & Friends, Media
How do you make a social product placement viral?

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  • 1. Social Media Product Placement - #SocMedPP Trends Night 2013 - STIMA by @ransbottynFriday 22 February 13
  • 2. Banner Ads on websites are dead? Advertising formats as we know them are blind spots... People no longer click on it! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 3. CPM Ad prices are dropping - Wheres the money? Media Agencies need an extra revenue stream! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 4. Agencies cannot make enough margin by selling Facebook Ads or Promoted Tweets? No longer viable business and too low margin (<15%) ! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 5. Agencies need to come up with something new? Product Placement on The Social Timeline! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 6. Agencies also have to find new publishers? Agencies will become Social Media Content Brokers The new website: Social Media Profiles and Fan Pages! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 7. Everyone will be a publisher? You just need a lot of eyeballs! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 8. Either youre a moron? like @realregi with a lot of followers! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 9. or a famous brand? like @stubru or @telenet with a lot of believers! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 10. or an athlete? like @ClijstersKim, @PieterLoridon, @VincentKompany or @Justine_Henin with a lot of fans! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 11. or youre whore? like @HotMarijke with a lot of perverts! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 12. or you can act/fake like all of the above? and be the perfect combination, the attention whore: @ransbottyn! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 13. Everyone knows Product Placement on TV? Nobody realises product placement is possible on Social Media! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 14. Social Media Product Placement has been done before? by Kim Kardashian and Paris Hilton! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 15. Right column are the ads? Left column is authenticity! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 16. Social Media Marketing in 2013 will be?  About contributors! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 17. Social Media Marketing in 2013 will be?  About influencers! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 18. Social Media Marketing in 2013 will be?  About ambassadors! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 19. Brands will spend less money in "classic" ads? They will go for the advertorials: opinion & thought leaders, the ambassadors! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 20. What are the pros of #SocMedPP? - Authenticity - Same message, different package - Tone of Voice - Peers trustworthy - Relevance - Subtlety (non commercial power)  Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 21. What are the cons of #SocMedPP? - Credibility risk for the brand & wrong association - Liability - Authenticity fail (if you dont believe it, dont post it!) Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 22. How do I do it? Privacy is for losers: I put my life online and divide my social life into 8 categories! Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 23. Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 24. Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 25. Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 26. Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 27. Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 28. Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 29. Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 30. Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 31. BONUS: How to start a viral campaign with SocMedPP? You ask your competition to question you! #PietelGate http://storify.com/ransbottyn/een-weekendje-ransbottyn-bashen (dutch version only) Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13
  • 32. Any Questions? Follow me: @ransbottyn blog.ransbottyn.com fb.com/ransbottyn about.me/ransbottyn fb.com/CainRansbottyn storify.com/ransbottyn instagram.com/ransbottyn slideshare.net/ransbottyn linkedin.com/in/ransbottyn foursquare.com/ransbottyn cain@ransbottyn.com Social Media Product Placement - #SocMedPP by @ransbottyn Trends Night 2013 - STIMAFriday 22 February 13