Buzzer@Dialogue & Digital Marketing 2010

Word of Mouth
The Fuel of Social Marketing.
Willem Sodderland, Founder & CEO of Buzzer

Buzz about Rocks & fresh Juices.
2003
Oertijd

WoM: From Phenomenon to Tool
2010
Tool: Word of Mouth Marketing
Giving people a reason to talk about your products and make it easy to do so.
Phenomenon: Word of Mouth
The act of consumers providing information to other consumers.

Buzzer: Product, Story & Buzz
Online
Product-experience
& Story
The brand
Generate Trial & Buzz
(The market)
(selected consumers)
Feedback on Product & Marketing
Offline
(the buzzer platform)

WoM without limits.
Services
Food & Drinks
Health & Wellness
Web
Electronics
Entertainment

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

Word of Mouth is marketing super power.
Buzz…
Customised story
Credible sender
On demand
High attention
Dialogue

But WoM is not perfect.
Buzz…
Slow, talk to few
Stops quickly
Low quality stories
Low impact e-WoM

How can we help WoM ?

More Buzzable Product
Whipped Cream...?
Capuccino-
Something !

The right Buzzers
&

Personal stories
Upload your photo and receive the picture printed
On the photoprinter you consider buying

Mix Brand & Personal Storytelling.
.
Buzzers proeven Mei Asia, delen herinneringen en doen een Azië quiz tijdens een ‘Avondje Azië’. Wordt vervolgd op de Mei Asia Blog.

The conversation starter
Canon…
Wear a moustache. You don’t have to start a conversation, everybody else will !

Take away barriers.
Dove Hairminimising: feel less need to shave your armpit.
Play a game
“Which of these situations hurts your selfconfidence most ?“

Deeper product experience.
.
.
User Manuals do not necessarily give you the best product experience.

Claim experiences & Off/Online Flow

How to ‘help’ WoM.
Buzzable Product
(build buzz into it)
Deep Product Experience
(higher quality WoM)
Great Buzzers
(more incentive to share)
Conversation Starters
(more buzz occasions)
Storytelling
(more to share)
Off – Online Flow
(the story continues)
Give people a reason
to talk about you (more).

Show me the money.
2500
500.000
Mindshare Insights researches impact Buzzer Campaign
Four control groups compared on all variables
Groups: consumers exposed to TV, Sampling, Buzz from Buzzers
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“The reach of buzzing is huge”
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WoM ≠ ‘Like’ & ‘Fans’
.
Customised story
Credible sender
On demand
High attention
Dialogue
?

The future of ‘Like’ ?

WoM ≠ 9 out of 10…
“Willem’s presentatie bij de D&DM Vakdag was de beste die ooit ergens is gegeven. En hij is ongelofelijk aantrekkelijk !”
I. Maginary, D&DM deelnemer
Buy Willem Now !
(limited pieces left)
9 van de 10 mensen* die de presentatie niet zagen gaven aan dat het bijwonen ervan hun levenskwaliteit sterk had kunnen verbeteren.
* Getest onder een sample van hypothetische mensen.

Q & (misschien) A

Contact
willem@buzzer.biz
@sodderland
@BuzzerNL
www.slideshare.net/sodderland/dialoguebuzzer2010

Buzzer@Dialogue & Digital Marketing 2010

by Willem Sodderland on Oct 05, 2010

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