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Buzzer & Yellowcats
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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 Presentation Transcript

  • 1. Open Source Marketing
    What’s the buzz ?
    Amsterdam, Yellowcats 30 juni 2009
  • 2. 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…
  • 3. Open Source Politics & Crowdfunding
    Draft Obama
    Initiated by volunteers
    without Obama’s knowledge
  • 4. 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)
  • 5. 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 ?
  • 6. 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
  • 7. 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
  • 8. WoM & Open Source Marketing
    Client Participation Marketing
    Consumer driven Marketing
    Word of Mouth
    Marketing
    Open Source
    Marketing
  • 9. 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...
  • 10. 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
  • 11. Marmite: storytelling
  • 12. Social networks: Radio Shack & Facebook
    A customFacebookapplicationcreates a mosaïc of yourFriends’ pictures, promoting two digital cameras
  • 13. B-B Co-creation
    Thousands of programmers are creating applications for the iPhone...
  • 14. Canon TryOut Photo – Experience the Product
    Uploadyourphoto and receive the picture printed
    On the photoprinteryouconsiderbuying
  • 15. 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.
  • 16. 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)
  • 17. Buzz(er) without limits.
    Services
    Food & Drinks
    Health & Wellness
    Web
    Electronics
    Entertainment
  • 18. OMO Klein & Krachtig
    Elements
    2 * concentrated
    3000 Buzzers
    3 months
    Create Trial
    Beat Ariel
    Change behaviour
    Measure !
  • 19. 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...
  • 20. 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…
  • 21. Conversation starters
    T-shirts for kids with small & mighty visuals
    that get people to ask questions
  • 22. 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…
  • 23. Storytelling through actions
    Photo-award: send in a picture that shows the benefits for
    the environment of using Klein & Kräftig
  • 24. 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
  • 25. 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”
    

  • 26. Q and maybe A
    Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?
    Reality check…
  • 27. 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
    • 28. Focus op product experience en delen/reizen
    • 29. 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 ?
  • 30. 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 ?
  • 31. 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) ?
  • 32. Example: Enhance Product Buzzability
    Slagroom
    Capuccino
    schuim