The Business of Buzz Buzzer HQ, 13 januari 2009

Buzzed Brands The Buzz of the Moment

Buzzed Brands Joop’s Hairdressers

Buzzer. Feedback consumers help optimise… Genuine, honest Word-of-Mouth The Buzzer platform facilitates a direct, ongoing, managed dialogue, relationship Product experience Credible opinions Stimulate WoM Feedback R&D Branding PR Product Development CRM The Brand Marketing BuzzerPlatform Live, continuous dialogue Campaign Product The Buzzers

Buzzed Brands Buzzable Facts about Buzzer 70 campaigns in The Benelux 40.000 Buzzers, 20 employees Germany starts in 2009

The Dutch appear to embrace WoM… % of total budget Respons 0% 16% 1-10% 37% 11-20% 26% 21-30% 8% 31-40% 5% 41-50% 2% 51-60% 3% 61-70% 0% 71-80% 0% 81-90% 0% 91-100% 3% Average 17% The Netherlands are ahead in the EU... Study by the Brand Science Institute, 2007 Outcome of our ‘Media Monitor’ Poll among 80 marketeers in January of 2008 WoM as planned % of budget 2008

… but are the Dutch Daredevils ? “ The simple view on experimentation is disturbing...it seems that everything connected to ‘new media’ that have long been accepted are still seen as experimental. It has an unreal feel to it” Research ‘The Experiment’ by the MWG “ 80% of the Dutch marketing- and mediaprofessionals believe their company should have experimented more in marketing, communication and media to create greater differentiation and marketingpower” ‘ Too little experiment in communication’

The (long and winding) road of WoM 1. Consumers & startups rule 3. Confusion (time of consultants & gurus) 2. Established players ignore and bend the rules 4. Serious experimentation 6. Learn & adopt new Mentality & business models 5. Embed WoM structurally Succesful cases, professional WoM players The job of the WoM industry is to teach companies to play by the new rules of open source marketing

WoM Challenges What’s it worth ? (how do I justify changing my budget ?) I can’t afford to lose control. (I’d probably just focus on my loyal fans) How do I integrate it ? (360 ˚ M’ting is difficult enough as it is ! I’m all over the Social Networks (advertising there is surely the best WoM..) The Marketeer

WoM Challenges What’s it worth ? (how do I justify changing my budget ?) I can’t afford to lose control. (why stimulate something you can’t predict) How do I integrate it ? (360 ˚ M’ting is difficult enough as it is ! I’m all over the Social Networks (advertising there is surely the best WoM..)

Observation of a Conversation On numerous sites and on hundreds of thousands of blogs, community sites, forums, viral emails and bulletin boards consumers relentlessly exchange views, complaints, opinions and comments about products and services, about brands, about companies, about YOUR company. Trendwatching.com Marketing has finally become a conversation. Not, in most cases, as was intended, BETWEEN corporations and consumers (that would make too much sense), but rather a global conversation involving millions of consumers ABOUT corporations.

Control vs. Letting Go Coca Cola wants to control how it’s product is handled and misses out. Mentos embraces the abuse of its product and becomes the winner.

The Upside of the Downside Complaining relieves... Vulnerability is rewarded Knowing why creates options 2/3 of all buzz is positive (not 1/3) 4 good reasons why inviting feedback creates less ‘bad buzz’, not more

Complaining relieves...

Vulnerability is rewarded

Knowing why creates options

2/3 of all buzz is positive (not 1/3)

WoM Challenges What’s it worth ? (how do I justify changing my budget ?) I can’t afford to lose control. (why stimulate something you can’t predict) How do I integrate it ? (360 ˚ m’ting is difficult enough as it is ! I’m all over the Social Networks (advertising there is surely the best WoM..)

Copyright Buzzer 2008 Confidential In 2008, Word of Mouth Marketing agency Buzzer launched Unilever’s new Small & Mighty detergent in the Benelux. 3000 Buzzers were employed, who received BuzzKits with samples and special BuzzTools. Mindshare executed indepth research on the impact of the campaign. Four groups were compared: 1) a controlgroup that was only ‘exposed’ to traditional advertising. 2) A sampling group, that received a sample from Unilever directly. 3) the ‘Buzzees’, people that were buzzed and received a sample from a Buzzer and 4) the Buzzers. The graphs below show the (indexed) differences in buying intention between these groups. Factor 1,75 – 4 higher

Cost per Conversation CPC (€ 0,20 - € 0,50) (Cost per Conversation) WoM € 20K Setup & Creatie € 25/B Mediacost/Buzzer € 10/B Shipping & Production/Buzzer Cost G2 G1 G0 Total Cost Total WoM

WoM Challenges What’s it worth ? (how do I justify changing my budget ?) I can’t afford to lose control. (why stimulate something you can’t predict) How do I integrate it ? (360 ˚ m’ting is difficult enough as it is ! I’m all over the Social Networks (advertising there is surely the best WoM..)

Jillz creates a presence in a social network

A consumer IS the social network… No. 2 in Google for ‘Sonicare’

No. 2 in Google for ‘Sonicare’

The real World of Social Networks Online Social Networks Family Football Work School University Traffic Jam Pub Beach Train Train Library Volunteers Pets/Park Online Social Networks 10% 90%

WoM Challenges What’s it worth ? (how do I justify changing my budget ?) I can’t afford to lose control. (why stimulate something you can’t predict) How do I integrate it ? (360˚ m’ting is difficult enough as it is !) I’m already online doing virals (that’s surely the best WoM, right ?)

WoM as Integrator & Booster of other Media Content for PR Launch websites Content for Communities Finetune Ads Kickstart buzz in online social networks Monitor marketing promotions Identify Buzzability

Q&A Your Question or Opinion about (the future of) WoM ?

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