Buzzer @ GreenSpot by Dart

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Presentation given by Willem Sodderland, Founder & CEO of Buzzer, at Dart, Brand Guidance & Design Agency. Topic: Word of Mouth Marketing.

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Buzzer @ GreenSpot by Dart

  1. 1. Word of Mouth Marketing<br />The greatest marketing force as a strategy.<br />Willem Sodderland, Founder & CEO of Buzzer<br />
  2. 2. What’s wrong with this picture ?<br />Let’s discuss marketing paradigms.<br />
  3. 3. The Breakup.<br />Advertiser & Consumer<br />
  4. 4. Word of Mouth Marketing<br />Social marketing<br />Product seeding<br />Twitter marketing<br />Blog marketing<br />Viral marketing<br />Community Marketing<br />Influencer Marketing<br />Stealth Marketing<br />Shilling<br />Pop-up retail<br />Co-creation<br />Crowdsourcing<br />Evangelist Marketing<br />User Generated Content<br />Referral Programs<br />Marketing 2.0, PR 2.0<br />Product Reviews, Testimonials<br />Advertorials & Commercial Content<br />Social networks<br />Branded communities<br />Marketing 5.0 ?<br />
  5. 5. Football Coaches & Car Repair Auctions<br />myfootballclub.co.uk<br />Become a coach and trainer of a football club<br />mijnautoreparatie.nl <br />Auction your car repair to car repairshops and pick the best ‘bidder’.<br />
  6. 6. Asus: You, me , WE PC<br />
  7. 7. Open Source Politics & Crowdfunding<br />Draft Obama<br />Initiated by volunteers <br />without Obama’s knowledge<br />
  8. 8. The world’s most valuable brand<br />“Think about that for a second: the top brand in the world belongs to a player that… ...uhhh…doesn’t advertise”<br />Umair Haque - Harvard Business Review<br />(The Shrinking Advantage of Brands)<br />
  9. 9. WoM = Open Source Marketing<br />Customer Participation<br />Word of Mouth<br />Marketing<br />Open Source <br />Marketing<br />
  10. 10. Vraagje.<br />Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?<br />Schrijfdit nu op en <br />lever in bij …<br />
  11. 11. Challenge: how to reach the consumer<br />Advertising<br />Interruption<br />Incredible<br />Mass ‘Push’<br />Vs.<br />Individual<br />Interaction<br />Your Place & Time<br />Credible<br />Word of Mouth<br />
  12. 12. The essence of Word of Mouth.<br />1<br />Advertising makes people curious<br />Word of Mouth makes curious people comfortable to buy<br />3<br />2<br />Product experiences create word of mouth<br />
  13. 13. WWWoM...<br />&quot;Advertising has been supplanted as the chief shaper of consumer attitudes by word of mouth, which today&apos;s <br />Web-linked consumer communities have put on overdrive”<br />C.K. Prahalad, Venkat Ramaswamy, The Future of Competition<br />
  14. 14. Social Networks ?<br />Online Social Networks<br />10%<br />90%<br />Pets/Park<br />Volunteers<br />Pub<br />Train<br />Train<br />Family<br />Work<br />Football<br />Online Social Networks<br />Traffic Jam<br />University<br />School<br />Library<br />Beach<br />
  15. 15. How to survive in the new marketing arena?<br />Ignore the <br />new rules<br />
  16. 16. The iFake.<br />Actors in queue<br />TMobile hires actors to stand in line for an iPhone shop.<br />
  17. 17. You know what, let’s<br />
  18. 18. Get Rich Quick with WoM: 9 out of 10 !<br />“Willem’s presentation on Dart’s Greenspot was the best ever given anywhere. And he is very, very handsome” <br />I. Maginary, Greenspot Attendant<br />Buy Willem Now !<br />(limited pieces left)<br />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. <br />* Tested among a sample of hypothetical people.<br />
  19. 19. How to survive in the new marketing arena?<br />Ignore the <br />new rules<br />Take the first baby-steps <br />
  20. 20. Canon: real product experiences<br />Uploadyourphoto and receive the picture printed<br />On the photoprinteryouconsiderbuying<br />
  21. 21. Conversation starters: Moustache Guerillas<br />Canon…<br />Wearing a moustache (for a charity) as a conversation starter. You don’t have to start, everybody else will !<br />
  22. 22. Social networks: Radio Shack & Facebook<br />A customFacebookapplicationcreates a mosaïc of yourFriends’ pictures, promoting two digital cameras<br />
  23. 23. Joop‘s 1600 Hairdressers<br />3 Musketeers & Hairdressers<br />
  24. 24. How to survive in the new marketing arena?<br />Ignore the <br />new rules<br />Take the first baby-steps <br />jWalk with a destination in mind<br />
  25. 25. The Hype Cycle<br />Illustrative, this Hype Cycle is for Computer Interface Design<br />Depending on country, company, brand, marketeer, everybody is on a different place on the Hype Cycle of Word of Mouth Marketing…<br />
  26. 26. The Slow & Irreversible WoM Revolution.<br />1st agency Europe<br />Benelux & Germany<br />75+ Campaigns<br />Broad Portfolio<br />Womma Member <br />Specialised in <br />BuzzTools & Storytelling<br />...and Buzzer does this <br />for a living ; )<br />WoM Marketing helps brands use the full potential of word of mouth and user engagement...<br />
  27. 27. Buzzer: Product, Story & Buzz<br />Online<br />Product-experience <br />& BuzzTools<br />The brand<br />Generate Trial & Buzz<br />(The market)<br />(selected consumers)<br />Feedback on Product & Marketing<br />Offline<br />(the buzzer platform)<br />
  28. 28. Buzzer Campaign Concept<br />BuzzKit<br />Buzz Boosting<br />Stimulate, report and communicate<br />Product & Objectives<br />Equip Buzzers<br />BUZZER PLATFORM<br />Tracking<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br /><br /><br /><br /><br />€<br />€<br />€<br />€<br /><br /><br /><br /><br />€<br /><br />€<br /><br /><br /><br />€<br /><br />€<br />€<br /><br />€<br /><br /><br />€<br />€<br />€<br />€<br /><br /><br />€<br /><br />€<br /><br />€<br />€<br /><br /><br /><br /><br />€<br />€<br />€<br />€<br /><br /><br />€<br />€<br />€<br />€<br />24/7 Client Cockpit <br />Buzzers buzz…<br />Selection Buzzers<br />€<br />€<br /><br />€<br /><br />€<br /><br /><br />€<br />€<br />€<br />€<br />€<br />€<br />
  29. 29. Buzzing: Greater Reach & More Impact<br /><br /><br />Organic WoM<br /><br /><br /><br /><br />G0<br />G1<br />G2<br />+<br /><br /><br /><br /><br /><br /><br /><br />+<br /><br /><br /><br /><br /><br />+<br /><br /><br /><br /><br /><br /><br /><br /><br /><br />+<br /><br /><br /><br />Credible WoM <br />With faster, higher Reach, Trial & Effect<br /><br /><br /><br /><br /><br /><br /><br /><br /><br />+<br />+<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />+<br />Buzzer WoM<br />+<br />+<br />+<br />BuzzTools<br />Tools to ↑ WoM, Trial & Story<br />Buzzers<br />Selected, highly<br />motivated users<br />Dialogue<br />Interaction to ↑ ínvolvement<br />
  30. 30. Buzzen ervaren.<br />
  31. 31. Buzz(er) without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainment<br />
  32. 32. The Case: Gillette Fusion<br />Challenges<br />Skepticism: more blades = marketing trick<br />Value perception = too expensive<br />Guys don’t talk about shaving<br />
  33. 33. From skepticism to enthusiasm<br />2. Count shaves<br />3. Assign value/shave<br />1. Product Experience<br />0. Skepticism<br />BuzzPoll<br />Shave ‘value’<br />€<br />+<br />+<br />Personal Economic Shaving Advice<br />
  34. 34. Storytelling...<br />Provide stories about the context of a product. The product will follow.<br /><ul><li>24 pages with buzzable facts, history, shaving techniques and…
  35. 35. …most famous beards/moustaches in history</li></li></ul><li>The buzz goes on.<br /><ul><li>Buzzer gets (other) editors of radioshow to test Fusion, aired live for +/- 45.000 listeners
  36. 36. > 10.000 BlufGuides handed out…
  37. 37. Buzzer review on well-visited Blog, 20+ reactions</li></li></ul><li>Leverage other media...<br />Buzzers ‘launch’ website game & draw traffic<br />Supermarket website publishes simple version of the BlufGuide on their website.<br />400 Award-winning Buzzers visit the Fusion Challenge skating event & create onsite buzz…<br />
  38. 38. Crowdsourcing & Co-creation<br />A Buzzer explains how <br />to use the key feature, <br />the ‘Trimmer’...<br />...and the tip is put onto the packaging for others to enjoy.<br />
  39. 39. Buzz about the Gillette Fusion: <br />from 1500 to &gt;500.000<br />(G1+G2: offline & online)<br />1.500<br />G1: ‘buzzed’<br />&gt; 100.000<br />Generation 2<br />&gt; 400.000<br />The Buzz Snowball<br />
  40. 40. A game starts a conversation & tells the story...<br />Dove Hairminimising: feel less need to shave your armpit. <br />Play a game: which of these situations hurts your selfconfidence most ? <br />Acts as a conversation starter & articulates the brand promise.<br />
  41. 41. Case: OMO Small & Mighty<br />Elements<br />2 * concentrated<br />3000 Buzzers<br />3 months<br />Create Trial<br />Beat Ariel<br />Change behaviour<br />Measure !<br />
  42. 42. Experience the product & share it!<br />Buzzers receive enough product to experience the product indepth<br />Consumers ever smarter and more critical…<br />“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”<br />Guy de Sévaux - Research International <br />‘Buzzed’ people receive samples that help tell the story...<br />
  43. 43. Turn the laundry into a conversation<br />Whitewashing: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000<br />Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…<br />
  44. 44. Conversation starters<br />T-shirts for kids with small & mighty visuals <br />that get people to ask questions<br />
  45. 45. A powerful story: make the claim real.<br />Prove convenience ? Hold your old detergent and Small & Mighty in your stretched arms and see how long you can hold both…<br />
  46. 46. Storytelling through actions<br />Photo-award: send in a picture that shows the benefits for <br />the environment of using Klein & Kräftig<br />
  47. 47. The Buzzer as Micro Marketeer<br />Buzzers make<br />25 mini-BuzzKits and hand these out with their own story<br />‘Buzzed’ consumers fill out a questionnaire online<br />
  48. 48. How to leverage WoM…<br />Create a more Buzzable Product<br />(build buzz into it)<br />Facilitate Product Experiences <br />(most powerful WoM)<br />Create Conversation Starters<br />(product & story travel better)<br />Tell a story <br />(more (reason) to share)<br />Engage & Co-create <br />(involvement boosts everything)<br />Online<br />Give people a reason <br />to talk about you.<br />The brand<br />(The market)<br />Offline<br />
  49. 49. Show me the money.<br />1<br />&gt;150<br />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. <br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />“The reach of buzzing is huge”<br /><br /><br />
  50. 50. Economics of a Buzzer campaign<br />Campaign<br />Cost<br />Impact<br /><ul><li>Selection + Invitation
  51. 51. BuzzMails/BuzzBoosting
  52. 52. (On/Offline) BuzzKit
  53. 53. Buzztools
  54. 54. Polls/analysis/reporting</li></ul>G0<br />€X<br />Setup & Creation<br />G1<br />€Y/B<br />Mediacost/<br />Buzzer<br /><ul><li>Training Buzzers
  55. 55. BuzzBoosting
  56. 56. Logistics/BuzzKits</li></ul>G2<br />Shipping & Production/<br />Buzzer<br />€Z/B<br /><ul><li>Printing BuzzTools
  57. 57. Shipping & Handling</li></ul>Total Cost<br />Total WoM<br />CPC (€ 0,20 - € 0,40)<br />(Cost per Conversation)<br />
  58. 58. WoM can be learned, organised<br />Tools<br />Ideas<br />Media & Logistics<br />Access to Consumers<br />Seed products<br />Conversation starters<br />Storytelling, <br />WoM campaigns/programs<br />Facilitate collaboration<br />Software, tech-tools<br />Measure, research, <br />analyse, consulting <br />Word of mouth from marketeers !<br />Churchofthe<br />`customer.com<br />Blogs<br />Creative<br />Platform<br />Insights<br />
  59. 59. WoM obstacles.<br />WoM only for iPhones<br />Risk of Bad Buzz/No control<br />Measuring<br />
  60. 60. WoM is only for exceptional products.<br />Forum for ‘Funeral Consumers’<br />“My mother will die ‘out of state’. How best to handle this, what about insurance ?”<br />Every product, service or experience will create word of mouth. <br />The question is not how you compare to the iPhone, but to your competitor.<br />
  61. 61. Enhance Product Buzzability<br />Whipped Cream...?<br />Capuccino<br />Something !<br />
  62. 62. (Who’s afraid of) Bad Buzz.<br />(het Buckler syndroom)<br />
  63. 63. WoM cannot be controlled...<br />…and that’s exactly why it works.<br />(but you can trigger, organise, stimulate, learn from it)<br />
  64. 64. WoM Marketing reduces Bad Buzz.<br />4 good reasons why opening up your marketing <br />creates less ‘bad buzz’, not more<br />2/3 of all buzz is positive (not 1/3)<br />Complaining relieves...<br />Vulnerability is rewarded<br />Knowing why creates options<br />
  65. 65. How do I know WoM marketing is worth it ?<br />Management Information<br /><ul><li>Cost per Conversation
  66. 66. € Value/NPS↑</li></ul>Quantity (reach)<br />Quality (impact)<br /><ul><li>G0 - G1 - G2
  67. 67. Reports
  68. 68. Online buzz tools
  69. 69. G2 factor 4 (research)
  70. 70. Intensity interaction
  71. 71. Awareness facts
  72. 72. NPS
  73. 73. Buying behaviour</li></ul>G0<br />G1<br />G2<br />G3<br />Bzz.<br />Bzz.<br />Bzz.<br />Bzz.<br />Bzz.<br />Bzz.<br />
  74. 74. Q & (hopefully) A<br />Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?<br />Reality check…<br />How to use/stir WoM-marketing in practice ?Cost of a buzzer campaign ?How does word of mouth relate to PR ?<br />
  75. 75. Contact<br />www.buzzer.nl<br />www.buzzer.biz<br />www.slideshare/sodderland/dart<br />

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