#smc040 @ransbottyn's experiment: social media product placement

@ransbottyn's Experiment: Social Media Product PlacementFrom Zero to Hero…

@SMC040 - Editie februari 2013 – Influencer marketing


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottyn

@ransbottyn's Experiment: Social Media Product Placement

I) Who's @ransbottyn?- Let me google that for you!- From outcast to millionaire!- My CV @ LinkedIn.com/in/ransbottyn

- from a nerd- to a pimp- getting the attention, being a cowboy and a whore- to become a publisher & claim Robin Hood-status- to end up as a Social Media Evangelist


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynLet me google that for you!

Who's @ransbottyn?

@ransbottyn on twitter?

The Social Guy!



Who's @ransbottyn?

facebook.com/ransbottynfacebook.com/CainRansbottyn



Who's @ransbottyn?

LinkedIn.com/in/ransbottyn

The Network Guy!



Who's @ransbottyn?

ransbottyn.com

The Product Placer!



Who's @ransbottyn?

I drive too fast?

The Marketing Guy!



Who's @ransbottyn?

Me and my BMW M5?

The Cowboy!



Who's @ransbottyn?

Babes in a datacenter?

The Nerd!



Who's @ransbottyn?

Body Hacker? Cain.be?

The Role Model!



Who's @ransbottyn?

SlideShare.net/ransbottyn

The Evangelist!



Who's @ransbottyn?

Customer loyalty?

The Pimp!


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynFrom outcast to millionaire!

Who's @ransbottyn?

Nerds became millionaires!

How it used to be: revenge of the nerds?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynFrom outcast to millionaire!

Who's @ransbottyn?

arrogant & selfish pricks will become the new millionaires!

How it is today: the outcasts are taking over?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynMy CV @ LinkedIn.com/in/ransbottyn

Who's @ransbottyn?

Pan-europe internet network company providingco-location services to high-traffic ranked websites!

RealROOT (1998) ?



Who's @ransbottyn?

My first steps in “the online adult entertainment”!

Thisislive.com (2003) ?



Who's @ransbottyn?

But a lot of visitors though... The start of guerilla marketing!

Talking about “bad reputation management”?



Who's @ransbottyn?

Running number one entertainment website in Belgium!

Zattevrienden.be (2005) ?



Who's @ransbottyn?

Let’s blend a brand new iPhone 3G!

How can you get the attention?



Who's @ransbottyn?

Clint.be was born!

ZatteVrienden sold to ThinkMedia (2009) ?



Featured on SlideShare Homepage!

My CV @ LinkedIn.com/in/ransbottyn

Who's @ransbottyn?

The Other Agency to the rescue (2012) ?




II) Which Experiments?- #SocialWeightExperiment - cain.be- "Zwarte Piet"- Let’s fake Emmanuel Rottey!- #GoForZero Guerilla-marketing!- Let’s buy some followers... or bribe them!- Lidl Experiment



The Old Me?

#SocialWeightExperiment - cain.be

Which Experiments?



The New Me!


Which Experiments?



Public Accountability!

What’s so Social about the Weight?


Which Experiments?



Food Photography as weight loss program!

Sharing is caring?


Which Experiments?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottyn“zwarte piet”

Which Experiments?

Publish a racist Tweet!

How to lose 1661 followers in an hour?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynLet’s fake Emmanuel Rottey!

Which Experiments?

Pretend to be a popular news anchor!

How to gain 400 followers in less then an hour?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottyn#GoForZero Guerilla-marketing!

Which Experiments?

Guerilla Marketing!

From speeding to a marketing campaign?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynLet’s buy some followers... or bribe them!

Which Experiments?

Send them flowers!

How to get new followers?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottyn#Lidl Experiment

Which Experiments?

Abuse your twitter power... and boost it from 500 to 10000 packages!

If a brand promises you food in return for a hashtag?




II) Which Experiments?

Bonus: keywords chosen by the audience in real-time!




III) What about Social Media?

- Privacy is for Losers!- From Zero… (Cowboy Cain / Robin Hood)- ...To Hero (Social Media Evangelist)- ... and still a nerd!


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynPrivacy is for Losers!

What about Social Media?

Only physical privacy remains... or let’s hope so!

There is no digital privacy?



You put your life online?

Once you leave high school, your privacy ends!

Privacy is for Losers!




Telecom data Fail!

All huge telecom operators are selling your data to marketeers as a service!





Exif data Fail?

Most of public pictures still contain geolocation data!





Facebook Tagging Fail?

If you like it or not, but you will be tagged by your friends eventually!





People share everything?

Even when they had sex!





If we can’t stop it?

We use it in our benefit!





My life is public?

I share everything on my Social Media Timeline!




@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynFrom Zero… (Cowboy Cain / Robin Hood)


Act like a real cowboy, buy them...Become a Robin Hood, bribe them!

Where to start?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottyn...To Hero (Social Media Evangelist)


Shock, Impress, Inspire, Engage... and Convince! Claim your respect!

But you can’t buy respect?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottyn... and still a nerd!


Use the right tools on the right time!

SocMed Conversation Management is a full time job?




Step 1: Look for a Trending Topic and Tweet about it!

Nerd Alert: “How to get 25+ followers in your car?”




Step 2: Follow a few talking about the topic!





Step 3: you have your followers,

but watch the road!





IV) What about Product Placement?

- Problems in agency paradise!- Need Eyeballs! New publishers needed!- How it works now!- How @ransbottyn is using it!


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynProblems in agency paradise!

What about Product Placement?

Advertising formats as we know them are blind spots...People no longer click on it!

Banner Ads on websites are dead?




Media Agencies need an extra revenue stream!

CPM Ad prices are dropping - Where's the money?




No longer viable business and too low margin (<15%) !

Agencies cannot make enough margin by selling Facebook Ads or Promoted Tweets?




Product Placement on The Social Timeline!

Agencies need to come up with something new?




Agencies will become Social Media Content BrokersThe new website: Social Media Profiles and Fan Pages!

Agencies also have to find new publishers?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynNeed Eyeballs! New publishers needed!


Everyone will be a publisher?

You just need a lot of eyeballs!


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynHow it works now!


Everyone knows Product Placement on TV?

Nobody realises product placementis possible on Social Media!




Social Media Product Placement has been done before?

by Kim Kardashian and Paris Hilton!




Right column are the ads?

Left column is authenticity!




Social Media Marketing in 2013 will be?

About contributors!





About influencers!





About ambassadors!




Brands will spend less money in "classic" ads?

They will go for advertorials:opinion & thought leadership, the ambassadors!




What are the pros of #SocMedPP?

- Authenticity- Same message, different package- Tone of Voice- Peers trustworthy- Relevance- Subtlety (non commercial power)




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!)





- The Old Marketing 2.0!- Problems in agency paradise!- Need Eyeballs! New publishers needed!- How it works now!- How @ransbottyn is using it!


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynHow @ransbottyn is using it!




My presentation is almost finished... time to go to bed... in my sponsored Hotel?

Step 1: you look at booking.com for the best review!

How @ransbottyn is using it!




Step 2: you give a call to the 2nd best hotelfor their best price!

You ask for the Marketing Respresentative ... and ask for a discount in return for visibility!





Step 3: you email the 2nd best hotel to explain the#SocMedPP-deal and ask for confirmation!

And forward the discounted offer to your preferred hotel!





Step 4: tweet your next meeting you will be a little later

And get a confirmation of the preferred hotel you can stay for free because you used their competition as leverage!





Step 5: deliver & give the brand their promised exposure!

This is how to get your suite for free in 15 minutes!






Before we finish...What about a last Sales Pitch?




@Efteling? Product Placement?

Title TextTitle Text




@Efteling? Product Placement?


@SMC040 - Editie februari 2013 – Influencer marketingby @ransbottynShoot!

Q&A?

@ransbottynfb.com/ransbottynfb.com/CainRansbottyninstagram.com/ransbottynlinkedin.com/in/ransbottyn

blog.ransbottyn.comabout.me/ransbottyn

storify.com/ransbottynslideshare.net/ransbottyn

foursquare.com/ransbottyn

[email protected]

I need the followers, so contact me!

mailto:[email protected]

mailto:[email protected]

#smc040 @ransbottyn's experiment: social media product placement

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ransbottyns experiment

smc040 editie februari

influencer marketingby

social media evangelist

social guy

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