Open Source MarketingWhat’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 & CrowdfundingDraft ObamaInitiated 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 MarketingSocial marketingProduct seedingBlog marketingViral marketingCommunity MarketingInfluencer MarketingStealth MarketingShillingPop-up retailCo-creationCrowdsourcingEvangelist MarketingUser Generated ContentReferral ProgramsMarketing 2.0, PR 2.0Product Reviews, TestimonialsAdvertorials & Commercial ContentSocial networksBranded communitiesMarketing 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 NetworksOnline Social Networks10%90%Pets/ParkVolunteersPubTrainTrainFamilyWorkFootballOnline Social NetworksTraffic JamUniversitySchoolLibraryBeach

WoM & Open Source MarketingClient Participation MarketingConsumer driven MarketingWord of MouthMarketingOpen Source Marketing

Buzzer leads the WoM Revolution.1st agency EuropeBenelux & DE75+ CampaignsBroad PortfolioWomma 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)OnlineThe brand(The market)Offlinesocial marketing tools help you reach clients effectively and gain actionable insights to optimise product/marketing

Marmite: storytelling

Social networks: Radio Shack & FacebookA customFacebookapplicationcreates a mosaïc of yourFriends’ pictures, promoting two digital cameras

B-B Co-creationThousands of programmers are creating applications for the iPhone...

Canon TryOut Photo – Experience the ProductUploadyourphoto and receive the picture printedOn 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 participantBuy 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 & BuzzOnlineProduct-experience & StoryThe brandGenerate Trial & Buzz(The market)(selected consumers)Feedback on Product & MarketingOffline(the buzzer platform)

Buzz(er) without limits.ServicesFood & DrinksHealth & WellnessWebElectronicsEntertainment

OMO Klein & KrachtigElements2 * concentrated3000 Buzzers3 monthsCreate TrialBeat ArielChange behaviourMeasure !

Experience the product & share it!Buzzers receive enough product to experience the product indepthConsumers 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 conversationWitwassen: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…

Conversation startersT-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 actionsPhoto-award: send in a picture that shows the benefits for the environment of using Klein & Kräftig

The Buzzer as Micro MarketeerBuzzers make25 mini-BuzzKits and hand these out with their own story‘Buzzed’ consumers fill out a questionnaire online

Show me the money.1>150In 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 AQ. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?Reality check…

Your mission if you decide to accept it…HealthCareInsuranceLego DisposablesSip BeautydrinkProductCampaignBedenk een ‘campagne’ of programma waarbij je verschillende sociale marketingtools inzetFocus op product experience en delen/reizenPresenteer welke keuzes je hebt gemaakt en waarom

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 & InsuranceHealthCare Insurance for PetsThe 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 & DisposablesPlug & Play Lego DisposablesDisposables that can be stuck on a tray like Lego. Initial target clients airline industry, Horeca etc.ChallengesThe 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 & BeautySip BeautydrinkNice tasting drink with natural ingredients which claims that it helps improve your skin, make it more beautiful.ChallengesThe 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 BuzzabilitySlagroomCapuccinoschuim