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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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    Buzzer @ SMS10 Frankfurt Buzzer @ SMS10 Frankfurt Presentation Transcript

    • Word of Mouth Marketing
      Forget ‘Likes’, Fans and Ambassadors
      ESMC
      2010
      Willem Sodderland, Founder & CEO of Buzzer
      30 November 2010
      Frankfurt
    • Word of Mouth in the Stone Age
      Word of Mouth
      The act of consumers providing information to other consumers.
    • 2002: discover word of mouth marketing.
    • 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.
    • Traditional vs. Social Marketing
      +
      Attention • Relevance
      Credibility • Interaction
    • 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
    • 1600 Hairdressers
      &
    • 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)
    • Buzz(er) without limits.
      Services
      Food & Drinks
      Health & Wellness
      Web
      Electronics
      Entertainment
    • 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
      Not guaranteed +
    • Get rich quick in social media !
      .
      • Customised story
      • Credible sender
      • On demand
      • High attention
      • Dialogue
      ?
    • The future of ‘Like’ ?
    • How can we boost WoM effectively ?
    • The right Buzzers
      +
      The Mythical Influential.
      TwitterGurus
      Celebrities
      Bloggers
      Reach
      Buzz
      Tools
      Peers
      ‘Weak ties’
      Friends
      +
      Impact
    • Personalize Trial
      Upload your photo and receive the picture printed
      On the photoprinter you consider buying
    • The conversation starter
      Canon…
      Wear a moustache.
      You don’t have to start a conversation, everybody else will !
    • Bags of conversations.
    • Social conversation triggers.
      A custom Facebook application creates a mosaïc of your Friends’ pictures, promoting two digital cameras
    • Blend Brand & Personal Storytelling.
      .
      Buzzers taste Mei Asia, share memories and small games
      during An Evening in Asia. Extended onto the Mei Asia Blog.
    • Take away ‘buzz barriers’.
      Dove Hairminimising: feel less need to shave your armpit.
      Game:
      “Most Embarassing Moments”
    • Matchmaking: Pain & Hair Removal
      .
      .
    • Optimize Off & Online Flow
      .
      WoM
      Offline
      Online
      WoM
      Generation 1
      Generation 2
      Generation 0
    • 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).
    • 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”
      

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