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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.

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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  • 1. Word of Mouth Marketing
    Forget ‘Likes’, Fans and Ambassadors
    ESMC
    2010
    Willem Sodderland, Founder & CEO of Buzzer
    30 November 2010
    Frankfurt
  • 2. Word of Mouth in the Stone Age
    Word of Mouth
    The act of consumers providing information to other consumers.
  • 3. 2002: discover word of mouth marketing.
  • 4. 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. Traditional vs. Social Marketing
    +
    Attention • Relevance
    Credibility • Interaction
  • 6. 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
  • 7. 1600 Hairdressers
    &
  • 8. 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)
  • 9. Buzz(er) without limits.
    Services
    Food & Drinks
    Health & Wellness
    Web
    Electronics
    Entertainment
  • 10. Word of Mouth is marketing super power.
    Buzz…
  • But WoM is not perfect.
    Buzz…
    Slow, talk to few
    Stops quickly
    Low quality stories
    Low impact e-WoM
    Not guaranteed +
  • 15. Get rich quick in social media !
    .
    ?
  • 20. The future of ‘Like’ ?
  • 21. How can we boost WoM effectively ?
  • 22. The right Buzzers
    +
    The Mythical Influential.
    TwitterGurus
    Celebrities
    Bloggers
    Reach
    Buzz
    Tools
    Peers
    ‘Weak ties’
    Friends
    +
    Impact
  • 23. Personalize Trial
    Upload your photo and receive the picture printed
    On the photoprinter you consider buying
  • 24. The conversation starter
    Canon…
    Wear a moustache.
    You don’t have to start a conversation, everybody else will !
  • 25. Bags of conversations.
  • 26. Social conversation triggers.
    A custom Facebook application creates a mosaïc of your Friends’ pictures, promoting two digital cameras
  • 27. Blend Brand & Personal Storytelling.
    .
    Buzzers taste Mei Asia, share memories and small games
    during An Evening in Asia. Extended onto the Mei Asia Blog.
  • 28. Take away ‘buzz barriers’.
    Dove Hairminimising: feel less need to shave your armpit.
    Game:
    “Most Embarassing Moments”
  • 29. Matchmaking: Pain & Hair Removal
    .
    .
  • 30. Optimize Off & Online Flow
    .
    WoM
    Offline
    Online
    WoM
    Generation 1
    Generation 2
    Generation 0
  • 31. How to ‘help’ WoM.
    BuzzTools
    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)
    Give people a reason
    to talk about you (more).
  • 32. Show me the money.
    5000
    1.000.000
    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”
    

  • 33. The buzz starts here.
    willem@buzzer.biz
    torsten@buzzer.biz
    slideshare.net/sodderland/esmc2010