Buzzer @ ADC 2011 in Frankfurt

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Presentation about Word of Mouth Marketing and the role of creativity. By Willem Sodderland, Founder & CEO of Buzzer, Europe's leading Word of Mouth Marketing agency.

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Buzzer @ ADC 2011 in Frankfurt

  1. 1. Word of Mouth<br />It’s not what people hear, it’s what they share.<br />slideshare.net/sodderland/adc2011<br />Willem Sodderland, Founder & CEO of Buzzer<br />FFrankfurt, 6 May 2011<br />
  2. 2. 2002: Discovering word of mouth marketing.<br />
  3. 3. 2011: the Wide World of WoM<br />Word of Mouth Marketing<br />Giving people a reason to talk about <br />products and make it easy to do so.<br />
  4. 4. Advertising vs. Word of Mouth<br />Advertising<br />Truth well told.<br />WoM<br />
  5. 5. Wet snow.<br />“When you broadcast your message, your audience may not be home”<br />Steve Rubel, SVP, Director of Insights for Edelman Digital<br />150 million per day<br />1 billion per day<br />
  6. 6. Sharing & Attention<br />≠<br />
  7. 7. Fans ?<br />“70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to market to them”<br />
  8. 8. The future of ‘Like’ ?<br />
  9. 9. Word of Mouth Marketing is an art.<br />
  10. 10. The right Buzzers.<br />&<br />
  11. 11. Buzzable garbage.<br />
  12. 12. Shitty Storytelling.<br />Help, my baby is shrinking !<br />
  13. 13. Bags that start a conversation.<br />
  14. 14. Share a kidney in social media ?<br />Would you save my life ? <br />Question that triggers social network friends to become organ donors.<br />
  15. 15. Trying chicken: an adventure.<br />
  16. 16. Huhntersuchers in the oven<br />
  17. 17. Turning Bad Buzz into Good buzz...<br />After how many times brushing does the tickling go away ?<br />
  18. 18. From online to offline buzz.<br />
  19. 19. Huuuuuhh ?<br />
  20. 20. Mass customised storytelling<br />
  21. 21. Art & Attention in Word of Mouth<br /><ul><li>Conversation Starters
  22. 22. Pimped Product (Experience)
  23. 23. Trial Adventures
  24. 24. Brilliant Bad Buzz
  25. 25. Claim Experiences</li></ul>Buzz<br />Buzz<br />Buzz<br />Buzz!<br />Buzz<br />Buzz<br />Buzz<br />Buzz<br />Buzz<br />Buzz<br />BuzzTools TM<br />It’s not what people hear, it’s what they share.<br />
  26. 26. Integrating Advertising & Word of Mouth<br />Brand & customer storytelling<br />Brand & customer storytelling<br />WoM-based briefings<br />Truth well told & shared.<br />Ads as conversation starters<br />Live-testing small ideas<br />
  27. 27. Thanks. The buzz starts here.<br />@sodderland<br />sodderland<br />Willem_Sodderland<br />willem@buzzer.biz<br />sodderland<br />slideshare.net/sodderland/adc2011<br />

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