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Buzzing Bars in Cologne 2010
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Buzzing Bars in Cologne 2010

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Presentation for the Nutritional & Healthy Bars Conference in Cologne, 3 February 2010. Topic: Word of Mouth Marketing and Open Source Innovation.

Presentation for the Nutritional & Healthy Bars Conference in Cologne, 3 February 2010. Topic: Word of Mouth Marketing and Open Source Innovation.

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Buzzing Bars in Cologne 2010 Buzzing Bars in Cologne 2010 Presentation Transcript

  • Word of Mouth Marketing
    The greatest marketing force as a strategy.
    slideshare.net/sodderland/buzzingbars
    Willem Sodderland
    Founder & CEO of Buzzer
    Cologne
    3 February 2010
  • What’s wrong with this picture ?
    Let’s discuss marketing paradigms.
  • Word of Mouth Marketing
    Co-creation
    Crowdsourcing
    Social marketing
    Product seeding
    Twitter marketing
    Blog marketing
    Viral marketing
    Community Marketing
    Influencer Marketing
    Stealth Marketing
    Shilling
    Pop-up retail
    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 ?
  • 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’.
  • Asus: You, me , WE PC
  • Open Source Politics & Crowdfunding
    Draft Obama
    Initiated by volunteers
    without Obama’s knowledge
  • Open Source Marketing & WoM
    Customer Participation
    Word of Mouth
    Marketing
    Open Source
    Marketing
  • Advertising vs. Word of Mouth
    Advertising
    Interruption
    Incredible
    Mass ‘Push’
    Vs.
    Individual
    Interaction
    Your Place & Time
    Credible
    Word of Mouth
  • 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
  • Innovation & Buzz.
    INNOVATION
    =
    BUZZ
  • Engagement makes innovation social.
    Engagement comes from interaction, participation, customisation, personalisation, influence, sharing, openness, vulnerability.
  • Co-creation: fun & relevance.
    500 days before the launch of the Fiat 500, potential customers are invited to create accessories and themes for advertising.
  • Experiment. Then jump in big.
    Traditional Pepsi
    Social Pepsi
  • 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)
  • Buzzer Campaign Concept
    BuzzKit
    Buzz Boosting
    Equip Buzzers
    Stimulate, report and communicate
    Product & Objectives
    BUZZER PLATFORM
    Tracking
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    24/7 Client Cockpit
    Buzzers buzz…
    Selection Buzzers
  • Crowdsourcing & Co-creation
    After initial confusion, one Buzzer explained how to best use the trimmer...
    ...and the product usage tips werechangedon the packaging
  • Open Source Innovation: ‘Drop’
  • Enhance Product Buzzability
    Whipped Cream...?
    Capuccino
    Something !
  • Buzz(er) without limits.
    Services
    Food & Drinks
    Health & Wellness
    Web
    Electronics
    Entertainment
  • Buzzer.biz
  • The buzz starts here.
    willem@buzzer.biz
    torsten@buzzer.biz
    slideshare.net/sodderland/buzzingbars
  • Q & (hopefully) A