Word of Mouth MarketingThe greatest marketing force as a strategy.Willem Sodderland, Founder & CEO of Buzzer

What’s wrong with this picture ?Let’s discuss marketing paradigms.

The Breakup.Advertiser & Consumer

Word of Mouth MarketingSocial marketingProduct seedingTwitter marketingBlog 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 ?

Football Coaches & Car Repair Auctionsmyfootballclub.co.ukBecome a coach and trainer of a football clubmijnautoreparatie.nl Auction your car repair to car repairshops and pick the best ‘bidder’.

Asus: You, me , WE PC

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)

WoM = Open Source MarketingCustomer ParticipationWord of MouthMarketingOpen Source Marketing

Vraagje.Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?Schrijfdit nu op en lever in bij …

Challenge: how to reach the consumerAdvertisingInterruptionIncredibleMass ‘Push’Vs.IndividualInteractionYour Place & TimeCredibleWord of Mouth

The essence of Word of Mouth.1Advertising makes people curiousWord of Mouth makes curious people comfortable to buy32Product experiences create word of mouth

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

Social Networks ?Online Social Networks10%90%Pets/ParkVolunteersPubTrainTrainFamilyWorkFootballOnline Social NetworksTraffic JamUniversitySchoolLibraryBeach

How to survive in the new marketing arena?Ignore the new rules

The iFake.Actors in queueTMobile hires actors to stand in line for an iPhone shop.

You know what, let’s

Get Rich Quick with WoM: 9 out of 10 !“Willem’s presentation on Dart’s Greenspot was the best ever given anywhere. And he is very, very handsome” I. Maginary, Greenspot AttendantBuy 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.

How to survive in the new marketing arena?Ignore the new rulesTake the first baby-steps

Canon: real product experiencesUploadyourphoto and receive the picture printedOn the photoprinteryouconsiderbuying

Conversation starters: Moustache GuerillasCanon…Wearing a moustache (for a charity) as a conversation starter. You don’t have to start, everybody else will !

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

Joop‘s 1600 Hairdressers3 Musketeers & Hairdressers

How to survive in the new marketing arena?Ignore the new rulesTake the first baby-steps jWalk with a destination in mind

The Hype CycleIllustrative, this Hype Cycle is for Computer Interface DesignDepending on country, company, brand, marketeer, everybody is on a different place on the Hype Cycle of Word of Mouth Marketing…

The Slow & Irreversible WoM Revolution.1st agency EuropeBenelux & Germany75+ CampaignsBroad PortfolioWomma 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...

Buzzer: Product, Story & BuzzOnlineProduct-experience & BuzzToolsThe brandGenerate Trial & Buzz(The market)(selected consumers)Feedback on Product & MarketingOffline(the buzzer platform)

Buzzer Campaign ConceptBuzzKitBuzz BoostingStimulate, report and communicateProduct & ObjectivesEquip BuzzersBUZZER PLATFORMTracking€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€24/7 Client Cockpit Buzzers buzz…Selection Buzzers€€€€€€€€€€

Buzzing: Greater Reach & More ImpactOrganic WoMG0G1G2++++Credible WoM With faster, higher Reach, Trial & Effect+++Buzzer WoM+++BuzzToolsTools to ↑ WoM, Trial & StoryBuzzersSelected, highlymotivated usersDialogueInteraction to ↑ ínvolvement

Buzzen ervaren.

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

The Case: Gillette FusionChallengesSkepticism: more blades = marketing trickValue perception = too expensiveGuys don’t talk about shaving

From skepticism to enthusiasm2. Count shaves3. Assign value/shave1. Product Experience0. SkepticismBuzzPollShave ‘value’€++Personal Economic Shaving Advice

Storytelling...Provide stories about the context of a product. The product will follow.24 pages with buzzable facts, history, shaving techniques and……most famous beards/moustaches in history

24 pages with buzzable facts, history, shaving techniques and…

…most famous beards/moustaches in history

The buzz goes on.Buzzer gets (other) editors of radioshow to test Fusion, aired live for +/- 45.000 listeners> 10.000 BlufGuides handed out…Buzzer review on well-visited Blog, 20+ reactions

Buzzer gets (other) editors of radioshow to test Fusion, aired live for +/- 45.000 listeners

> 10.000 BlufGuides handed out…

Buzzer review on well-visited Blog, 20+ reactions

Leverage other media...Buzzers ‘launch’ website game & draw trafficSupermarket website publishes simple version of the BlufGuide on their website.400 Award-winning Buzzers visit the Fusion Challenge skating event & create onsite buzz…

Crowdsourcing & Co-creationA Buzzer explains how to use the key feature, the ‘Trimmer’......and the tip is put onto the packaging for others to enjoy.

Buzz about the Gillette Fusion: from 1500 to >500.000(G1+G2: offline & online)1.500G1: ‘buzzed’> 100.000Generation 2> 400.000The Buzz Snowball

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.

Case: OMO Small & MightyElements2 * 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 conversationWhitewashing: 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

A powerful story: make the claim real.Prove convenience ? Hold your old detergent and Small & Mighty 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

How to leverage WoM…Create a more Buzzable Product(build buzz into it)Facilitate Product Experiences (most powerful WoM)Create Conversation Starters(product & story travel better)Tell a story (more (reason) to share)Engage & Co-create (involvement boosts everything)OnlineGive people a reason to talk about you.The brand(The market)Offline

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”

Economics of a Buzzer campaignCampaignCostImpactSelection + InvitationBuzzMails/BuzzBoosting(On/Offline) BuzzKitBuzztoolsPolls/analysis/reportingG0€XSetup & CreationG1€Y/BMediacost/BuzzerTraining BuzzersBuzzBoostingLogistics/BuzzKitsG2Shipping & Production/Buzzer€Z/BPrinting BuzzToolsShipping & HandlingTotal CostTotal WoMCPC (€ 0,20 - € 0,40)(Cost per Conversation)

Selection + Invitation

BuzzMails/BuzzBoosting

(On/Offline) BuzzKit

Buzztools

Polls/analysis/reporting

Training Buzzers

BuzzBoosting

Logistics/BuzzKits

Printing BuzzTools

Shipping & Handling

WoM can be learned, organisedToolsIdeasMedia & LogisticsAccess to ConsumersSeed productsConversation startersStorytelling, WoM campaigns/programsFacilitate collaborationSoftware, tech-toolsMeasure, research, analyse, consulting Word of mouth from marketeers !Churchofthe`customer.comBlogsCreativePlatformInsights

WoM obstacles.WoM only for iPhonesRisk of Bad Buzz/No controlMeasuring

WoM is only for exceptional products.Forum for ‘Funeral Consumers’“My mother will die ‘out of state’. How best to handle this, what about insurance ?”Every product, service or experience will create word of mouth. The question is not how you compare to the iPhone, but to your competitor.

Enhance Product BuzzabilityWhipped Cream...?CapuccinoSomething !

(Who’s afraid of) Bad Buzz.(het Buckler syndroom)

WoM cannot be controlled...…and that’s exactly why it works.(but you can trigger, organise, stimulate, learn from it)

WoM Marketing reduces Bad Buzz.4 good reasons why opening up your marketing creates less ‘bad buzz’, not more2/3 of all buzz is positive (not 1/3)Complaining relieves...Vulnerability is rewardedKnowing why creates options

How do I know WoM marketing is worth it ?Management InformationCost per Conversation€ Value/NPS↑Quantity (reach)Quality (impact)G0 - G1 - G2ReportsOnline buzz toolsG2 factor 4 (research)Intensity interactionAwareness factsNPSBuying behaviourG0G1G2G3Bzz.Bzz.Bzz.Bzz.Bzz.Bzz.

Cost per Conversation

€ Value/NPS↑

G0 - G1 - G2

Reports

Online buzz tools

G2 factor 4 (research)

Intensity interaction

Awareness facts

NPS

Buying behaviour

Q & (hopefully) AQ. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?Reality check…How to use/stir WoM-marketing in practice ?Cost of a buzzer campaign ?How does word of mouth relate to PR ?

Contactwww.buzzer.nlwww.buzzer.bizwww.slideshare/sodderland/dart