Your SlideShare is downloading. ×
Buzzer @ CREA Workshops 2009
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Buzzer @ CREA Workshops 2009

746
views

Published on

Presentation about Word of Mouth Marketing by Willem Sodderland, Founder & CEO of Buzzer, Europe's leading WoM Marketing agency. As part of the CREA Fachworkshop 2009 in Hamburg, Germany.

Presentation about Word of Mouth Marketing by Willem Sodderland, Founder & CEO of Buzzer, Europe's leading WoM Marketing agency. As part of the CREA Fachworkshop 2009 in Hamburg, Germany.

Published in: Business, Technology

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
746
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Word of Mouth Marketing
    The greatest marketing force as a strategy.
    Willem Sodderland, Founder & CEO of Buzzer
    CREA Fachworkshop 2009
    24 September 2009, Hamburg
  • 2. What’s wrong with this picture ?
    Let’s discuss marketing paradigms.
  • 3. The Breakup.
    Advertiser & Consumer
  • 4. 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 ?
  • 5. WoM = Open Source Marketing
    Customer Participation
    Word of Mouth
    Marketing
    Open Source
    Marketing
  • 6. 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’.
  • 7. Asus: You, me , WE PC
  • 8. Open Source Politics & Crowdfunding
    Draft Obama
    Initiated by volunteers
    without Obama’s knowledge
  • 9. Challenge: how to reach the consumer
    Advertising
    Interruption
    Incredible
    Mass ‘Push’
    Vs.
    Individual
    Interaction
    Your Place & Time
    Credible
    Word of Mouth
  • 10. 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
  • 11. 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
  • 12. How to survive in the new marketing arena?
    Ignore the
    new rules
  • 13. The iFake.
    Actors in queue
    TMobile hires actors to stand in line for an iPhone shop.
  • 14. You know what, let’s
  • 15. How to survive in the new marketing arena?
    Ignore the
    new rules
    Take the first baby-steps
  • 16. Canon: real product experiences
    Uploadyourphoto and receive the picture printed
    On the photoprinteryouconsiderbuying
  • 17. Joop‘s 1600 Hairdressers
    3 Musketeers & Hairdressers
  • 18. How to survive in the new marketing arena?
    Ignore the
    new rules
    Take the first baby-steps
    jWalk with a destination in mind
  • 19. The Slow & Irreversible WoM Revolution.
    1st agency Europe
    Benelux, Germany & Russia
    75+ Campaigns
    Broad Portfolio
    Womma Member
    Specialised in
    BuzzTools & Storytelling
    ...and Buzzer does this
    for a living ; )
    WoM Marketing helps brands use the full potential of word of mouth and user engagement...
  • 20. 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)
  • 21. Buzzer Campaign Concept
    Buzz Boosting
    BuzzKit
    Stimulate, report and communicate
    Product & Objectives
    Equip Buzzers
    BUZZER PLATFORM
    Tracking
    €
    €
    €
    €
    €
    €
    €
    €
    
    
    
    
    €
    €
    €
    €
    
    
    
    
    €
    
    €
    
    
    
    €
    

    €
    

    
    
    €
    €
    €
    €
    
    
    €
    
    €
    


    
    
    
    
    €
    €


    
    
    €
    €


    24/7 Client Cockpit
    Buzzers buzz…
    Selection Buzzers
    €
    €
    

    

    
    
    €
    €
    €
    €


  • 22. More Control, Greater Reach & Impact

    
    Organic WoM

    


    +
    

    

    


    +





    +









    +



    WoM 2.0
    With faster, higher reach & impact
    
    
    



    
    
    
    +
    +






    
    
    



    +
    Buzzer WoM
    +
    +
    +
    BuzzTools
    Tools to ↑ WoM, Trial & Story
    Buzzers
    Selected, highly
    motivated users
    Dialogue
    Interaction to ↑ ínvolvement
  • 23. Buzzable Blind Tasting Session.
  • 24. Buzz(er) without limits.
    Services
    Food & Drinks
    Health & Wellness
    Web
    Electronics
    Entertainment
  • 25. Case: OMO Small & Mighty
    Elements
    2 * concentrated
    3000 Buzzers
    3 months
    Create Trial
    Beat Ariel
    Change behaviour
    Measure !
  • 26. 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”
    

  • 27. Campaign Impact - 4000 Buzzers
    G0
    G1
    G1
    G0+G1+G2
    WoM
    Interactie
    WoM
    Trial
    Buzzers
    WoM Reach
    Totale WoM
    60.000
    4.000
    60.000
    Factor 6
    Factor 4
    600.000
    723.000
    120.000
    WoM interactie
    Buzzer - Consument
    WoM interactie
    ‘Buzzee’ - Consument
    Totale WoM
    • Gebaseerd op BuzzKit met 6x4 Choco Dreams
    • 28. Factor 6 gebaseerd op onderzoek naar impact Buzzercampagnes
    • 29. Factor 4 gebaseerd op Internationaal onderzoek
  • 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)
  • 30. Q & (hopefully) A
  • 31. The buzz starts now !
    Kontaktiere Torsten Panzer unter torsten@buzzer.biz und erfahre
    mehr über die Möglichkeiten
    Deine Marke zu buzzen.
    Willem’s Presentation: www.slideshare.net/sodderland/crea2009
    Visit our website and listen to Torsten’s presentation: de.buzzer.biz
  • 32. Contact
    willem@buzzer.biz