Buzzer WoMSummit Milano 2009


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Presentation by Willem Sodderland, Founder and CEO of Buzzer, at the Word of Mouth Marketing Summit in Milano, 22 July 2009

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Buzzer WoMSummit Milano 2009

  1. 1. Word of Mouth Marketing<br />What’s the buzz ?<br />Willem Sodderland, Founder & CEO of Buzzer<br />
  2. 2. What’s wrong with this picture ?<br />Let’s discuss marketing paradigms.<br />
  3. 3. Seduction vs. Matchmaking <br />My rule of thumb is this: <br />Every person you turn away because your product or service isn&apos;t right for them turns into three great customers down the road. Every bad sale costs you five. Seth Godin<br />
  4. 4. Opening Weekend: The Constant Gardener<br />The Constant Gardener<br />A novel by John le Carré based on real facts: the pharmaceutical industry is testing new medicine on very poor Africans who do not know that they are used for testing and are just happy to receive free medicine for their illnesses.<br />Documentary: 50%<br />Thriller: 35%<br />Romantic: 15%<br />
  5. 5. Marketing & Results<br />Marketing Approach<br />Advertise the movie primarily as a romantic thriller, not as a documentary (about a controversial topic). This appeals to a broader audience.<br />Box Office €<br />% Seats TCG sold in all movie theatres<br />
  6. 6. Analysis: what’s going on ?<br />We’re not reaching people. Increase advertising !<br />It’s not working, let’s cut our losses and ↓ # of shows <br />We need more TV budget next time !<br />Yep, we know our stuff !<br />?<br />‘Misled’ visitors spread less positive WoM<br />The right WoM is kicking in from new visitors…<br />…but now people can’t find the movie…<br />
  7. 7. The essence of Word of Mouth.<br />1<br />Advertising makes people curious<br />Word of Mouth makes curious people comfortable to buy<br />3<br />2<br />Product experiences create word of mouth<br />
  8. 8. Willem’s (1st piece of) Wisdom.<br />Marketing success is not about ‘opening weekend’.<br />The greatest marketing force – WoM – can be turned into a marketing instrument.<br />WoM is not a gimmick it is an ‘organisational lifestyle’.<br />Willem’s <br />WoM<br />Wisdom.<br />Other wisdom.<br />
  9. 9. Word of Mouth Marketing<br />Social marketing<br />Product seeding<br />Blog marketing<br />Viral marketing<br />Community Marketing<br />Influencer Marketing<br />Stealth Marketing<br />Shilling<br />Pop-up retail<br />Co-creation<br />Crowdsourcing<br />Evangelist Marketing<br />User Generated Content<br />Referral Programs<br />Marketing 2.0, PR 2.0<br />Product Reviews, Testimonials<br />Advertorials & Commercial Content<br />Social networks<br />Branded communities<br />Marketing 5.0 ?<br />
  10. 10. WoM = Open Source Marketing<br />Customer Engagement<br />Word of Mouth<br />Marketing<br />Open Source <br />Marketing<br />
  11. 11. Buzzer: Product, Story & Buzz<br />Online<br />Product-experience <br />& Story<br />The brand<br />Generate Trial & Buzz<br />(The market)<br />(selected consumers)<br />Feedback on Product & Marketing<br />Offline<br />(the buzzer platform)<br />
  12. 12. Buzz(er) without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainment<br />
  13. 13. Willem’s Wisdom.<br />Marketing success is not about ‘opening weekend’.<br />The greatest marketing force – WoM – can be turned into a marketing instrument.<br />WoM is not a gimmick, it is an ‘organisational lifestyle’.<br />Willem’s <br />WoM<br />Wisdom.<br />
  14. 14. WoM as a marketing instrument ?<br />WoM is like Democracy<br />WoM is the best of all marketing forces. But it appears less ideal as a marketing instrument…<br /><ul><li>You can’t control it !</li></ul>(yeah, what about negative buzz ?)<br /><ul><li>Only for exceptional products</li></ul>(I don’t sell an iPod !)<br /><ul><li>Slow, small reach</li></ul>(I need to reach everybody fast…)<br /><ul><li>Measure the impact ?</li></ul>(show me the money !)<br />
  15. 15. WoM cannot be controlled...<br />…and that’s exactly why it works.<br />(but you can trigger, organise, stimulate, learn from it)<br />
  16. 16. You don’t control anyway.<br />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.<br />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.<br /> <br />
  17. 17. Open Source Politics & Crowdfunding<br />Draft Obama<br />Initiated by volunteers <br />without Obama’s knowledge<br />
  18. 18. The world’s most valuable brand<br />“Think about that for a second: the top brand in the world belongs to a player that… ...uhhh…doesn’t advertise”<br />Umair Haque - Harvard Business Review<br />(The Shrinking Advantage of Brands)<br />
  19. 19. Bad Buzz ?<br />4 good reasons why opening up your marketing <br />creates less ‘bad buzz’, not more<br />2/3 of all buzz is positive (not 1/3)<br />Complaining relieves...<br />Vulnerability is rewarded<br />Knowing why creates options<br />
  20. 20. Ok. But how do you leverage WoM ?<br />Create a more Buzzable Product<br />(build buzz into it)<br />Facilitate Product Experiences <br />(most powerful WoM)<br />Create Conversation Starters<br />(product & story travel better)<br />Tell a story <br />(more (reason) to share)<br />Engage & Co-create <br />(involvement boosts everything)<br />Online<br />Give people a reason <br />to talk about you.<br />The brand<br />(The market)<br />Offline<br />
  21. 21. WoM only for exceptional products...?<br />Forum for ‘Funeral Consumers’<br />“My mother will die ‘out of state’. How best to handle this, what about insurance ?”<br />Every product, service or experience will create word of mouth. <br />The question is not how you compare to the iPhone, but to your competitor.<br />
  22. 22. Enhance Product Buzzability<br />Whipped Cream...?<br />Capuccino<br />Something !<br />
  23. 23. Canon: real product experiences<br />Uploadyourphoto and receive the picture printed<br />On the photoprinteryouconsiderbuying<br />
  24. 24. Conversation starters: Moustache Guerillas<br />Canon…<br />Wearing a moustache (for a charity) as a conversation starter. You don’t have to start, everybody else will !<br />
  25. 25. A game starts a conversation & tells the story...<br />Dove Hairminimising: feel less need to shave your armpit. <br />Play a game: which of these situations hurts your selfconfidence most ? <br />Acts as a conversation starter & articulates the brand promise.<br />
  26. 26. How do I know WoM marketing is worth it ?<br />Management Information<br /><ul><li>Cost per Conversation
  27. 27. € Value/NPS↑</li></ul>Quantity (reach)<br />Quality (impact)<br /><ul><li>G0 - G1 - G2
  28. 28. Reports
  29. 29. Online buzz tools
  30. 30. G2 factor 4 (research)
  31. 31. Intensity interaction
  32. 32. Awareness facts
  33. 33. NPS
  34. 34. Buying behaviour</li></ul>G0<br />G1<br />G2<br />G3<br />Bzz.<br />Bzz.<br />Bzz.<br />Bzz.<br />Bzz.<br />Bzz.<br />
  35. 35. Case: OMO Small & Mighty<br />Elements<br />2 * concentrated<br />3000 Buzzers<br />3 months<br />Create Trial<br />Beat Ariel<br />Change behaviour<br />Measure !<br />
  36. 36. Experience the product & share it!<br />Buzzers receive enough product to experience the product indepth<br />Consumers ever smarter and more critical…<br />“Consumers are bombarded with advertising, but they see through it ever faster. The product experience trumps the brand when it gets to influencing buying behaviour”<br />Guy de Sévaux - Research International <br />‘Buzzed’ people receive samples that help tell the story...<br />
  37. 37. Turn the laundry into a conversation<br />Whitewashing: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000<br />Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…<br />
  38. 38. Conversation starters<br />T-shirts for kids with small & mighty visuals <br />that get people to ask questions<br />
  39. 39. A powerful story: make the claim real.<br />Prove convenience ? Hold your old detergent and Small & Mighty in your stretched arms and see how long you can hold both…<br />
  40. 40. Storytelling through actions<br />Photo-award: send in a picture that shows the benefits for <br />the environment of using Klein & Kräftig<br />
  41. 41. The Buzzer as Micro Marketeer<br />Buzzers make<br />25 mini-BuzzKits and hand these out with their own story<br />‘Buzzed’ consumers fill out a questionnaire online<br />
  42. 42. Show me the money.<br />1<br />&gt;150<br />In 2008, Buzzer launched OMO Small & Mighty, a new detergent, for Unilever. Mindshare Insights conducted in-depth research on the results of the Campaign. 4 groups were compared: control groups that were exposed to advertising and sampling, the Buzzers and the people they buzzed. <br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />“The reach of buzzing is huge”<br /><br /><br />
  43. 43. Willem’s wisdom.<br />Marketing success is not about ‘opening weekend’.<br />The greatest marketing force – WoM – can be turned into a marketing instrument.<br />WoM is not a gimmick, it is an ‘organisational lifestyle’.<br />Willem’s <br />WoM<br />Wisdom.<br />
  44. 44. Guaranteed positive WoM: Get Rich Quick !<br />“Willem’s presentation at the WoM Milan summit was the best ever held in any conference. And he is very, very handsome” <br />I. Maginary, WoM Summit participant<br />Buy Willem Now !<br />(limited pieces left)<br />9 out of 10 people* that did not see the presentation said it would have improved the quality of their lives if they had witnessed it. <br />* Tested among a sample of hypothetical people.<br />
  45. 45. The Slow & Irreversible WoM Revolution.<br />1st agency Europe<br />Benelux & Germany<br />75+ Campaigns<br />Broad Portfolio<br />Womma Member <br />Specialised in <br />BuzzTools & Storytelling<br />...and Buzzer does this <br />for a living ; )<br />WoM Marketing helps brands use the full potential of word of mouth and user engagement...<br />
  46. 46. WoM can be learned, organised<br />Tools<br />Ideas<br />Media & Logistics<br />Access to Consumers<br />Seed products<br />Conversation starters<br />Storytelling, <br />WoM campaigns/programs<br />Facilitate collaboration<br />Software, tech-tools<br />Measure, research, <br />analyse, consulting <br />Word of mouth from marketeers !<br />Churchofthe<br />`<br />Blogs<br />Creative<br />Platform<br />Insights<br />
  47. 47. Q & (hopefully) A<br />
  48. 48. Willem’s other wisdom.<br />Willem’s <br />WoM<br />Wisdom.<br />Risotto con Pulpo.<br />Other wisdom.<br />
  49. 49. Contact<br />Talk to me while I am here or contact me at for further questions.<br /><br />www.slideshare/sodderland/milano2009<br />