Buzzer @ SMS10 Frankfurt

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Willem Sodderland, CEO of Europe's leading Word of Mouth Marketing agency Buzzer presents at the European Social Media Conference 2010 in Frankfurt on the 30th of november 2010.

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Buzzer @ SMS10 Frankfurt

  1. 1. www.buzzer.biz Buzzer©2009-confidential Word of Mouth Marketing Forget ‘Likes’, Fans and Ambassadors Willem Sodderland, Founder & CEO of Buzzer 30 November 2010 Frankfurt ESMC 2010
  2. 2. www.buzzer.biz Buzzer©2009-confidential Word of Mouth in the Stone Age Word of Mouth The act of consumers providing information to other consumers.
  3. 3. www.buzzer.biz Buzzer©2009-confidential 2002: discover word of mouth marketing.
  4. 4. www.buzzer.biz Buzzer©2009-confidential 2010: the Wide World of WoM Word of Mouth Marketing Giving people a reason to talk about your products and make it easy to do so.
  5. 5. www.buzzer.biz Buzzer©2009-confidential Traditional vs. Social Marketing Attention • Relevance Credibility • Interaction+
  6. 6. www.buzzer.biz Buzzer©2009-confidential The essence of Word of Mouth. Advertising makes people curious1 Product experiences create word of mouth 2 Word of Mouth makes curious people comfortable to buy3
  7. 7. www.buzzer.biz Buzzer©2009-confidential 1600 Hairdressers &
  8. 8. www.buzzer.biz Buzzer©2009-confidential Buzzer: Product, Story & Buzz Product- experience & BuzzTools Generate Trial & Buzz Feedback on Product & Marketing
  9. 9. www.buzzer.biz Buzzer©2009-confidential Buzz(er) without limits.
  10. 10. www.buzzer.biz Buzzer©2009-confidential Word of Mouth is marketing super power. Buzz…  Customised story  Credible sender  On demand  High attention  Dialogue
  11. 11. www.buzzer.biz Buzzer©2009-confidential But WoM is not perfect. Buzz…
  12. 12. www.buzzer.biz Buzzer©2009-confidential Get rich quick in social media !  Customised story  Credible sender  On demand  High attention  Dialogue . ?
  13. 13. www.buzzer.biz Buzzer©2009-confidential The future of ‘Like’ ?
  14. 14. www.buzzer.biz Buzzer©2009-confidential How can we boost WoM effectively ?
  15. 15. www.buzzer.biz Buzzer©2009-confidential The right Buzzers + + Reach Impact Bloggers Celebrities TwitterGurus ‘Weak ties’ Friends Peers The Mythical Influential. Buzz Tools
  16. 16. www.buzzer.biz Buzzer©2009-confidential Personalize Trial Upload your photo and receive the picture printed On the photoprinter you consider buying
  17. 17. www.buzzer.biz Buzzer©2009-confidential Wear a moustache. You don’t have to start a conversation, everybody else will ! Canon… The conversation starter
  18. 18. www.buzzer.biz Buzzer©2009-confidential Bags of conversations.
  19. 19. www.buzzer.biz Buzzer©2009-confidential Social conversation triggers. A custom Facebook application creates a mosaïc of your Friends’ pictures, promoting two digital cameras
  20. 20. www.buzzer.biz Buzzer©2009-confidential Blend Brand & Personal Storytelling. Buzzers taste Mei Asia, share memories and small games during An Evening in Asia. Extended onto the Mei Asia Blog. .
  21. 21. www.buzzer.biz Buzzer©2009-confidential Take away ‘buzz barriers’. Game: “Most Embarassing Moments” Dove Hairminimising: feel less need to shave your armpit.
  22. 22. www.buzzer.biz Buzzer©2009-confidential Matchmaking: Pain & Hair Removal . .
  23. 23. www.buzzer.biz Buzzer©2009-confidential . Online Offline Generation 0 Generation 1 Generation 2 Optimize Off & Online Flow WoM WoM
  24. 24. www.buzzer.biz Buzzer©2009-confidential How to ‘help’ WoM. Give people a reason to talk about you (more). Buzzable Product (build buzz into it) Deep Product Experience (quality WoM) Great Buzzers (more incentive to share) Conversation Starters (buzz occasions) Matchmaking (relevant opinions) Storytelling (more to share) Off – Online Flow (the story continues) BuzzTools
  25. 25. www.buzzer.biz Buzzer©2009-confidential Show me the money. 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. 100.0 212.5 375.0 512.5 0.0 100.0 200.0 300.0 400.0 500.0 600.0 Advertised Sampled Buzzed Buzzers BuyingIntention(indexed) People buzzed have 175% higher buying intention than sampled consumers“The reach of buzzing is huge” 5000 1.000.000             
  26. 26. www.buzzer.biz Buzzer©2009-confidential The buzz starts here. willem@buzzer.biz torsten@buzzer.biz slideshare.net/sodderland/esmc2010

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