Buzzer	  ©	  2009	  -­‐	  confiden5al	                                                             www.buzzer.biz	  Social	...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Agenda	                                                                            ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Marke,ng	  5.0	  ?	                                               www.buzzer.biz	  ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Word	  of	  Mouth	  in	  the	  Stone	  Age	                                        ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  2002:	  Discovering	  word	  of	  mouth	  marke,ng.	                               ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  2010:	  the	  Wide	  World	  of	  WoM	                                             ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Tradi,onal	  vs.	  Social	  Marke,ng	                                              ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Adver,sing	  &	  Word	  of	  Mouth	                                                ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  WWWoM...	                                                           www.buzzer.biz	...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Agenda	                                                                            ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  You	  need:	  a	  product	  experience	                                            ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Pets	  &	  Insurances	  ?	                                                         ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Crea,ng	  a	  virtual	  product	  experience…	                                     ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  You	  need:	  The	  right	  Buzzers	                                               ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  You	  need:	  a	  conversa,on	  starter	                                           ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Agenda	                                                                            ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  The	  Slow	  &	  Irreversible	  Revolu,on.	                                        ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Campaigns	  &	  Community	                                    www.buzzer.biz	      ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  First	  Objec,ves,	  then	  Tools	                                             www....
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Social	  ≠	  ‘Like’	  &	  ‘Fans’	                                             www.b...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  The	  future	  of	  ‘Like’	  ?	                                           www.buzze...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Metrics:	  WoM	  Quan,ty	                                                          ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Metrics:	  Cost	  Per	  Conversa,on	                                               ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Metrics:	  Net	  Promoter	  Score	                                                 ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Embrace	  ‘Social	  Ethics’	                                         www.buzzer.biz...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Take	  your	  boss	  to	  Hyper	  Island.	                                         ...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Buzzable	  Books	                                                          www.buzz...
Buzzer	  ©	  2009	  -­‐	  confiden5al	  Thanks.	                                                     www.buzzer.biz	       ...
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Social Marketing voor non-profit organisaties - Willem Sodderland voor DDMA

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De DDMA organiseerde een middag die volledig in het teken stond van non profit organisaties, en hoe zij zich het beste kunnen profileren via Social Marketing.

Dit is de presentatie van Willem Sodderland. Willem introduceerde de non profijt organisaties op een luchtige maar heldere manier over het wat en waarom van Social Marketing. Met veel goede voorbeelden werd duidelijk wat het nut van Social Marketing eigenlijk is. Zo brengt het de nieuwsgierige en de ervaren gebruikers bij elkaar wat tot de 'perfecte' Word of Mouth leidt.

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Social Marketing voor non-profit organisaties - Willem Sodderland voor DDMA

  1. 1. Buzzer  ©  2009  -­‐  confiden5al   www.buzzer.biz  Social  Marke,ng  What’s  the  buzz  ?   Willem  Sodderland,   Social  Marke5ng  PlaForm   Founder  &  CEO  of  Buzzer   Not  for  Profit  
  2. 2. Buzzer  ©  2009  -­‐  confiden5al  Agenda   www.buzzer.biz   1.  Wat  is  het  &  waarom  is  het  nodig  ?   2.  Wat  heb  je  ervoor  nodig  ?   3.  Hoe  krijgt  het  een  plek  in  de  organisa5e  ?  
  3. 3. Buzzer  ©  2009  -­‐  confiden5al  Marke,ng  5.0  ?   www.buzzer.biz   Word of Mouth Marketing Social marketing Product seeding Twitter marketing Blog marketing Viral marketing Community Marketing Influencer Marketing Stealth Marketing Shilling Pop-up retail Co-creation Crowdsourcing Evangelist Marketing User Generated Content Referral Programs Marketing 2.0, PR 2.0 Product Reviews, Testimonials Advertorials & Commercial Content Social networks Branded communities
  4. 4. Buzzer  ©  2009  -­‐  confiden5al  Word  of  Mouth  in  the  Stone  Age   www.buzzer.biz   Word  of  Mouth   The  act  of  consumers  providing   informa5on  to  other  consumers.  
  5. 5. Buzzer  ©  2009  -­‐  confiden5al  2002:  Discovering  word  of  mouth  marke,ng.   www.buzzer.biz  
  6. 6. Buzzer  ©  2009  -­‐  confiden5al  2010:  the  Wide  World  of  WoM   www.buzzer.biz   Word  of  Mouth  Marke.ng   Giving  people  a  reason  to  talk  about  your   products  and  make  it  easy  to  do  so.  
  7. 7. Buzzer  ©  2009  -­‐  confiden5al  Tradi,onal  vs.  Social  Marke,ng   www.buzzer.biz   +   AGen,on  Relevance   Credibility  Interac,on  
  8. 8. Buzzer  ©  2009  -­‐  confiden5al  Adver,sing  &  Word  of  Mouth   www.buzzer.biz   Advertising 1   makes people curious Word of Mouth makes 3   curious people comfortable to buy 2   Product experiences create word of mouth
  9. 9. Buzzer  ©  2009  -­‐  confiden5al  WWWoM...   www.buzzer.biz   "Advertising has been supplanted as the chief shaper of consumer attitudes by word of mouth, which todays Web-linked consumer communities have put on overdrive” C.K. Prahalad, Venkat Ramaswamy, The Future of Competition
  10. 10. Buzzer  ©  2009  -­‐  confiden5al  Agenda   www.buzzer.biz   1.  Wat  is  het  &  waarom  is  het  nodig  ?   2.  Wat  heb  je  ervoor  nodig  ?   3.  Hoe  krijgt  het  een  plek  in  de  organisa5e  ?  
  11. 11. Buzzer  ©  2009  -­‐  confiden5al  You  need:  a  product  experience   www.buzzer.biz   Upload your photo and receive the picture printed On the photoprinter you consider buying
  12. 12. Buzzer  ©  2009  -­‐  confiden5al  Pets  &  Insurances  ?   www.buzzer.biz   HealthCare  Insurance  for  Pets   The  current  policy  reimburses  costs  of  a  vet  and     medicine  when  your  pet  gets  ill.     Challenges:     How  the  $%$#!  can  you  create  a  product  experience  (without  killing  pets)  
  13. 13. Buzzer  ©  2009  -­‐  confiden5al  Crea,ng  a  virtual  product  experience…   www.buzzer.biz  
  14. 14. Buzzer  ©  2009  -­‐  confiden5al  You  need:  The  right  Buzzers   www.buzzer.biz   &  
  15. 15. Buzzer  ©  2009  -­‐  confiden5al  You  need:  a  conversa,on  starter   www.buzzer.biz   Canon…   Met  een  snor  hoef  je   geen  gesprek  te   beginnen,  dat   doet  de  ander  wel.  
  16. 16. Buzzer  ©  2009  -­‐  confiden5al  Agenda   www.buzzer.biz   1.  Wat  is  het  &  waarom  is  het  nodig  ?   2.  Wat  heb  je  ervoor  nodig  ?   3.  Hoe  krijgt  het  een  plek  in  de  organisa,e  ?  
  17. 17. Buzzer  ©  2009  -­‐  confiden5al  The  Slow  &  Irreversible  Revolu,on.   www.buzzer.biz   Social  Marke,ng  helps  brands  use  the  full  poten,al   of  word  of  mouth  and  user  engagement...  
  18. 18. Buzzer  ©  2009  -­‐  confiden5al  Campaigns  &  Community   www.buzzer.biz   &
  19. 19. Buzzer  ©  2009  -­‐  confiden5al  First  Objec,ves,  then  Tools   www.buzzer.biz  
  20. 20. Buzzer  ©  2009  -­‐  confiden5al  Social  ≠  ‘Like’  &  ‘Fans’   www.buzzer.biz  
  21. 21. Buzzer  ©  2009  -­‐  confiden5al  The  future  of  ‘Like’  ?   www.buzzer.biz  
  22. 22. Buzzer  ©  2009  -­‐  confiden5al  Metrics:  WoM  Quan,ty   www.buzzer.biz   G0 G1 G2 G0+G1+G2 WoM     WoM     Buzzers   WoM  Reach   Total  WoM   Trial     Interac,on        40.000   FACTOR 6 2.000   30.000   FACTOR 4 70.000 360.000 432.000 WoM interaction WoM interaction Total WoM Buzzer - Consumer ‘Buzzee’ - Consumer
  23. 23. Buzzer  ©  2009  -­‐  confiden5al  Metrics:  Cost  Per  Conversa,on   www.buzzer.biz   { Shipping  &   G0+G1+G2 €  14,8K   Handling   3rd  Party   €  12,  2K   Produc,on   Total  WoM   Buzzer   €  49,5  K   Fee   €  76,500   WoM  450.000   CPC  =  €  0,17  
  24. 24. Buzzer  ©  2009  -­‐  confiden5al  Metrics:  Net  Promoter  Score   www.buzzer.biz   Promoters   Passives   NPS   Detractors   +40   Hoe  waarschijnlijk  is  het  dat  je   product/merk  X  aanraadt  ?   +2   Before   ACer   ↑  Net  Promoter  Score  
  25. 25. Buzzer  ©  2009  -­‐  confiden5al  Embrace  ‘Social  Ethics’   www.buzzer.biz   Disclosure  
  26. 26. Buzzer  ©  2009  -­‐  confiden5al  Take  your  boss  to  Hyper  Island.   www.buzzer.biz  
  27. 27. Buzzer  ©  2009  -­‐  confiden5al  Buzzable  Books   www.buzzer.biz   Virality   Word  of   Storytelling   Consumer   Mouth   Behaviour  
  28. 28. Buzzer  ©  2009  -­‐  confiden5al  Thanks.   www.buzzer.biz   @sodderland   h_p://www.linkedin.com/in/sodderland   h_p://www.facebook.com/willem.sodderland   willem@buzzer.biz    

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