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Buzzer & Yellowcats
 

Buzzer & Yellowcats

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As part of the YellowCats innovation leader program Willem Sodderland and Robbert Cornelissen organised a presentation and workshop around Open Source Marketing, Word of Mouth and Storytelling

As part of the YellowCats innovation leader program Willem Sodderland and Robbert Cornelissen organised a presentation and workshop around Open Source Marketing, Word of Mouth and Storytelling

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    Buzzer & Yellowcats Buzzer & Yellowcats Presentation Transcript

    • Open Source Marketing
      What’s the buzz ?
      Amsterdam, Yellowcats 30 juni 2009
    • Vraagje.
      Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?
      Schrijf dit nu op en
      lever in bij Robbert…
    • Open Source Politics & Crowdfunding
      Draft Obama
      Initiated by volunteers
      without Obama’s knowledge
    • The world’s most valuable brand
      “Think about that for a second: the top brand in the world belongs to a player that… ...uhhh…doesn’t advertise”
      Umair Haque - Harvard Business Review
      (The Shrinking Advantage of Brands)
    • Word of Mouth Marketing
      Social marketing
      Product seeding
      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
      Marketing 5.0 ?
    • WWWoM...
      "Advertising has been supplanted as the chief shaper of consumer attitudes by word of mouth, which today's
      Web-linked consumer communities have put on overdrive”
      C.K. Prahalad, Venkat Ramaswamy, The Future of Competition
    • The real World of Social Networks
      Online Social Networks
      10%
      90%
      Pets/Park
      Volunteers
      Pub
      Train
      Train
      Family
      Work
      Football
      Online Social Networks
      Traffic Jam
      University
      School
      Library
      Beach
    • WoM & Open Source Marketing
      Client Participation Marketing
      Consumer driven Marketing
      Word of Mouth
      Marketing
      Open Source
      Marketing
    • Buzzer leads the WoM Revolution.
      1st agency Europe
      Benelux & DE
      75+ Campaigns
      Broad Portfolio
      Womma Member
      BuzzTools & Storytelling
      ...and Buzzer knows how
      to do just that.
      WoM Marketing helps brands use the full potential of word of mouth and user engagement...
    • What can you do to leverage WoM ?
      Create a more buzzable product
      (build buzz into it)
      Facilitate product experiences
      (most powerful WoM)
      Tell a story
      (more (reason) to share)
      Supply BuzzTools
      (product & story travel better)
      Co-create
      (involvement boosts everything)
      Online
      The brand
      (The market)
      Offline
      social marketing tools help you reach clients effectively and gain actionable insights to optimise product/marketing
    • Marmite: storytelling
    • Social networks: Radio Shack & Facebook
      A customFacebookapplicationcreates a mosaïc of yourFriends’ pictures, promoting two digital cameras
    • B-B Co-creation
      Thousands of programmers are creating applications for the iPhone...
    • Canon TryOut Photo – Experience the Product
      Uploadyourphoto and receive the picture printed
      On the photoprinteryouconsiderbuying
    • The Get Rich Quick Scheme !
      “Willem’s presentation for Yellowcats was the best ever held in any conference. And he is very, very handsome”
      I. Maginary, Yellowcat participant
      Buy Willem Now !
      (limited pieces left)
      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.
      * Tested among a sample of hypothetical people.
    • Buzzer: Product, Story & Buzz
      Online
      Product-experience
      & Story
      The brand
      Generate Trial & Buzz
      (The market)
      (selected consumers)
      Feedback on Product & Marketing
      Offline
      (the buzzer platform)
    • Buzz(er) without limits.
      Services
      Food & Drinks
      Health & Wellness
      Web
      Electronics
      Entertainment
    • OMO Klein & Krachtig
      Elements
      2 * concentrated
      3000 Buzzers
      3 months
      Create Trial
      Beat Ariel
      Change behaviour
      Measure !
    • Experience the product & share it!
      Buzzers receive enough product to experience the product indepth
      Consumers ever smarter and more critical…
      “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”
      Guy de Sévaux - Research International
      ‘Buzzed’ people receive samples that help tell the story...
    • Turn the laundry into a conversation
      Witwassen: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000
      Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…
    • Conversation starters
      T-shirts for kids with small & mighty visuals
      that get people to ask questions
    • Make the claim real.
      Prove convenience ? Hold your old detergent and Klein&Kräftig in your stretched arms and see how long you can hold both…
    • Storytelling through actions
      Photo-award: send in a picture that shows the benefits for
      the environment of using Klein & Kräftig
    • The Buzzer as Micro Marketeer
      Buzzers make
      25 mini-BuzzKits and hand these out with their own story
      ‘Buzzed’ consumers fill out a questionnaire online
    • Show me the money.
      1
      >150
      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.
      







      

      


      “The reach of buzzing is huge”
      

    • Q and maybe A
      Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?
      Reality check…
    • Your mission if you decide to accept it…
      HealthCare
      Insurance
      Lego Disposables
      Sip Beautydrink
      Product
      Campaign
      • Bedenk een ‘campagne’ of programma waarbij je verschillende sociale marketingtools inzet
      • Focus op product experience en delen/reizen
      • Presenteer welke keuzes je hebt gemaakt en waarom
    • Pets & Insurance
      HealthCare Insurance for Pets
      The current policy reimburses costs of a vet and medicine
      when your pet gets ill. Comparable to competition.
      Challenges:
      How to create a product experience (if you do not intend to make pets ill) ?
      What story is interesting enough to share with others ?
    • Lego & Disposables
      Plug & Play Lego Disposables
      Disposables that can be stuck on a tray like Lego.
      Initial target clients airline industry, Horeca etc.
      Challenges
      The product is bought B-B but used by consumers.
      What is the product experience you focus on: end-user or ‘buyer’
      How do you get relevant WoM to reach the decision makers ?
    • Drinks & Beauty
      Sip Beautydrink
      Nice tasting drink with natural ingredients which
      claims that it helps improve your skin, make it
      more beautiful.
      Challenges
      The physical improvement is not tangible. How can you still boost the word of mouth based on someone’s user experience ?
      What will be the story that can be told (and hold up) ?
    • Example: Enhance Product Buzzability
      Slagroom
      Capuccino
      schuim