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Presentatie voor Blauselect Marketing Intelligence specialisten. Onderwerp: Word of Mouth & Informal/Social Research.

Presentatie voor Blauselect Marketing Intelligence specialisten. Onderwerp: Word of Mouth & Informal/Social Research.

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  • 1. Word of Mouth Marketing
    The greatest marketing force as a strategy.
    Jorien Langebroek
    WoM Wisdom Worker @ Buzzer
    Rotterdam
    8 February 2010
    Willem Sodderland
    Founder & CEO of Buzzer
  • 2. What’s wrong with this picture ?
    Let’s discuss marketing paradigms.
  • 3. Word of Mouth Marketing
    Social marketing
    Product seeding
    Twitter marketing
    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 ?
  • 4. WoM = Open Source Marketing
    Customer Participation
    Word of Mouth
    Marketing
    Open Source
    Marketing
  • 5. Football Coaches & Car Repair Auctions
    myfootballclub.co.uk
    Become a coach and trainer of a football club
    mijnautoreparatie.nl
    Auction your car repair to car repairshops and pick the best ‘bidder’.
  • 6. Open Source Politics & Crowdfunding
    Draft Obama
    Initiated by volunteers
    without Obama’s knowledge
  • 7. Experiment. Then jump in big.
    Traditional Pepsi
    Social Pepsi
  • 8. Challenge: how to reach the consumer
    Advertising
    Interruption
    Incredible
    Mass ‘Push’
    Vs.
    Individual
    Interaction
    Your Place & Time
    Credible
    Word of Mouth
  • 9. The essence of Word of Mouth.
    1
    Advertising makes people curious
    Word of Mouth makes curious people comfortable to buy
    3
    2
    Product experiences create word of mouth
  • 10. 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
  • 11. The Slow & Irreversible WoM Revolution.
    1st agency Europe
    Benelux , Germany
    Switzerland & Austria
    +/- 100 Campaigns
    Broad Portfolio
    Womma Member
    BuzzTools & Storytelling
    ...and Buzzer does this
    for a living ; )
    WoM Marketing helps brands use the full potential of word of mouth and user engagement...
  • 12. 3 Musketeers & 1600 Hairdressers
  • 13. Buzzer: Product, Story & Buzz
    Online
    Product-experience
    & BuzzTools
    The brand
    Generate Trial & Buzz
    (The market)
    (selected consumers)
    Feedback on Product & Marketing
    Offline
    (the buzzer platform)
  • 14. Buzzer Campaign Concept
    Buzz Boosting
    BuzzKit
    Stimulate, report and communicate
    Product & Objectives
    Equip Buzzers
    BUZZER PLATFORM
    Tracking
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    24/7 Client Cockpit
    Buzzers buzz…
    Selection Buzzers
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  • 15. More Control, Greater Reach & Impact

    
    Organic WoM

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    WoM 2.0
    With faster, higher reach & impact
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    
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    +
    Buzzer WoM
    +
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    BuzzTools
    Tools to ↑ WoM, Trial & Story
    Buzzers
    Selected, highly
    motivated users
    Dialogue
    Interaction to ↑ ínvolvement
  • 16. Spreading the buzz…
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    # gebuzzed
    Involve Inner Circle
    Create Conversations & Trial
    Optimal
    Product & Story Experience
    Reach Outer Circle & Online
    alli....
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    Story/Buzz
    Product WoM
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  • 17. 360º dialogue with the Buzzers
    Link BuzzKit
    Link BuzzMail
    Polls
    BuzzKit
    BuzzMails
    Online BuzzKit
    BuzzTools
  • 30. Online Buzz
    BuzzTips for
    online buzzing
    Buzzer Bloggers
    Action websites
    Google Maps, other social tools
    Seed Social Networks
    Concentrate reviews on hubs
    Social Network BuzzTools
  • 31. A game starts a conversation & tells the story...
    Dove Hairminimising: feel less need to shave your armpit.
    Play a game: which of these situations hurts your selfconfidence most ?
    Acts as a conversation starter & articulates the brand promise.
  • 32. Buzz(er) without limits.
    Services
    Food & Drinks
    Health & Wellness
    Web
    Electronics
    Entertainment
  • 33. Time to Buzz ?
    Boost market adoption through Trial and Buzz
    Grow through new use, extensions & segments
    Test Product Concept & Finetune Positioning
    Launch
    Pre
    Post
  • 34. Information Flows
    Buzzers design spontaneous polls offline & online
    Buzzreports: feedback, questions, buzzstories
    Online buzz
    Polls on action websites (by Buzzees)
    Filled in Polls
    Suggestions, questions, answers & encouragement
    Update on feedback
    MiniPolls, ‘Buzzee research’
    Selection & Subscription Polls
    Questions, concerns as a result of campaign
  • 35. Informal Information
  • 36. De Net Promoter Score: WoM & Groei
    “If growth is what you’re after, you simply need to know what your customers tell their friends about you”
    Het % van mensen dat je aanraadt is sterk gecorreleerd aan de groei
    Fred Reichheld – ‘The Ultimate Question’ - HBS Press
  • 37. Net Promoter Score – Buzzers Before & After
    BuzzPoll
    Formula
    NPS score
    16%
    28%
    Promoters (9-10) (actively recommend)
    28%
    54%
    16%
    59%
    15
    -13
    13%
    Passives (7-8)(happy but not actively recommending)
    30%
    30%
    13%
    Detractors (<7)
    (will not recommend/diss)
    Final Poll
    Subscription Poll
    “Howlikely is itthatyouwouldrecommendDreumesmelk 2 K&K to somebodyelse?”
  • 38. Improvement: cap instead of current seal
    Second improvement: smaller package
    “Het enige wat we allemaal minder vonden was de opening, een draaidop zou makkelijker zijn.”
    Buzzer jo112
  • 39. How will Passives (59%) become Promoters...?
    • Passivesappreciate the practical aspects
    • 40. Passives will become Promoters if:
    For dailyuse
    • the current seal is changed into a cap
    • 41. the price is lowered
    For specificmoments
    • the current seal is changed into a cap
    • 42. 200 ml package is introduced
    N.B: Promoters & Passives have the same points of improvement.
    Thus, if above aspects are changed:
    …this will not affect the amount of Promoters.
    …the Passiveswill turn intoPromoters.
  • 43. Opportunity 1: New Metrics
    Management Information
    • Cost per Conversation
    • 44. € Value/NPS↑
    Quantity (reach)
    Quality (impact)
    G0
    G1
    G2
    G3
    Bzz.
    Bzz.
    Bzz.
    Bzz.
    Bzz.
    Bzz.
  • 52. Case: OMO Small & Mighty
    Elements
    2 * concentrated
    3000 Buzzers
    3 months
    Create Trial
    Beat Ariel
    Change behaviour
    Measure !
  • 53. Campaign Impact - 4000 Buzzers
    G0
    G1
    G2
    G0+G1+G2
    WoM
    Interaction
    WoM
    Trial
    Buzzers
    WoM Reach
    Total WoM
    60.000
    4.000
    60.000
    Factor 6
    Factor 4
    600.000
    723.000
    120.000
    WoM interaction
    Buzzer - Consumer
    WoM interaction
    ‘Buzzee’ - Consumer
    Total WoM
    • Based on a BuzzKit with 6x4 Choco Dreams
    • 54. Factor 6 based on research into impact Buzzer campaigns
    • 55. Factor 4 based on International research
  • Cost & CPC (Cost Per Conversation)
    Shipping & Handling
    G0+G1+G2
    € 34K
    3rd Party Cost
    {
    € 15K
    Totale WoM
    Setup
    (€ 104,1K)
    € 89,1 K
    Buzzer Cost
    WoM 723.000
    € 138,1K
    CPC = € 0,19)
    (Cost per Conversation)
  • 56. 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.
    







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    “The reach of buzzing is huge”
    

  • 57. Guidebook.
  • 58. Opportunity 2: Mix Marketing & Social Research
    Engagement comes from interaction, participation, customisation, personalisation, influence, sharing, openness, vulnerability.
  • 59. Pijn is Fijn.
  • 60. Key: Fun, Action, Moderation.
    500 days before the launch of the Fiat 500, potential customers are invited to create accessories and themes for advertising.
  • 61. Kriebel.
  • 62. Match with the Brand: relevance
  • 63. Be(e) the Buzzer.
    Word of Mouth Wisdom Worker Jorien will now show you a few BuzzTools...
  • 64. Q & (hopefully) A
  • 65. Your mission if you decide to accept it…
    Product
    HealthCare
    Insurance
    Philips
    Streamium
    Sip Beautydrink
    Braadstomen
    Social Research Campaign
    • Verzamel op een informele, sociale manier insights
    • 66. Bouw voort op een productervaring
    • 67. Denk over add-on marketingbenefits
    • 68. Make your own decisions, predict what the research will show
  • Finetune the product.
    Streamium
    ‘Network Player’. Music from Internet radio and your PC
    is streamed via Wifi to your stereo. In 6 months, the
    product will be launched for the wider public
    using mass communications.
    Challenges
    This is a new category. Will ‘Network Player’ work ? You decide.
    The interface (intuitive, user friendly) is key. This is not Philips forte.
    You want to be the first in the market but not disappoint the 1st users.
  • 69. Chicken in the Oven: optimise launch.
    Maggi Braadstomen
    A bag. With a herbmix inside. And another bag: an ovenbag.
    Put a chicken in the bag. With the herbs. 1 hour in the oven.
    Claim: juicy, great taste, your oven stays clean. You will launch in 2 weeks.
    You know your competitor will follow in 4 weeks. How do you keep ahead ? Braadstomen starts with 2 varieties, in other markets other mixes exist.
    The commercial focuses on convenience.
    Challenges:
    Actionable insights: on which aspects of the proposition can you take action ?
    How do you get quick, rich feedback ? Enough to convince your boss...
    The retail will want to see a quick uptake and understand the potential.
  • 70. Experiencing your dog’s illness
    Healthinsurance for Pets
    Product has been the same for 10 years and is exactly the
    same as the competition. When your pet becomes ill, they
    cover the expenses. There is a one time opportunity
    to keep customers loyal before new players enter the
    market.
    Challenges:
    What if the future lies with people that are not using it now ?
    Chicken and the egg: internal stakeolders need to see enthusiasm about suggested changes before taking risks (chicken and the egg problem)
    You want to base decisions on an experience. Challenging with an insurance ?
  • 71. Beautify your Marketing Communications
    Sip Beautydrink
    Nice tasting drink with natural ingredients which
    claims that it helps improve your skin, make it
    more beautiful. But. The physical improvement is
    not tangible, scientific. The product is just in the
    market and performing ok. You’re launching a
    Major marketing campaign. What should it be about ?
    Challenges
    How do you deal with the interesting trio of research, fact & storytelling ?
    The product experience should include the future marketing message.
    The company does not know who is buying the product.