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?

1. Social Media Product Placement - #SocMedPP
Trends Night 2013 - STIMA
by @ransbottyn
Friday 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 - STIMA
Friday 22 February 13

3. CPM Ad prices are dropping - Where's the money?
Media Agencies need an extra revenue stream!
Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 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 - STIMA
Friday 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 - STIMA
Friday 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 - STIMA
Friday 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 - STIMA
Friday 22 February 13

8. Either you're a moron?
like @realregi with a lot of followers!
Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 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 - STIMA
Friday 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 - STIMA
Friday 22 February 13

11. or you're whore?
like @HotMarijke with a lot of perverts!
Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 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 - STIMA
Friday 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 - STIMA
Friday 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 - STIMA
Friday 22 February 13

15. Right column are the ads?
Left column is authenticity!
Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

16. Social Media Marketing in 2013 will be?
About contributors!
Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

17. Social Media Marketing in 2013 will be?
About influencers!
Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

18. Social Media Marketing in 2013 will be?
About ambassadors!
Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 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 - STIMA
Friday 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 - STIMA
Friday 22 February 13

21. What are the cons of #SocMedPP?
- Credibility risk for the brand & wrong association
- Liability
- Authenticity fail
(if you don't believe it, don't post it!)
Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 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 - STIMA
Friday 22 February 13

23. Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

24. Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

25. Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

26. Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

27. Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

28. Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

29. Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 22 February 13

30. Social Media Product Placement - #SocMedPP by @ransbottyn
Trends Night 2013 - STIMA
Friday 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 - STIMA
Friday 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 - STIMA
Friday 22 February 13