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Buzzer & RSM MBA in 2009
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Buzzer & RSM MBA in 2009

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Presentation for the RSM MBA class of 2010. By Willem Sodderland, Founder & CEO of Buzzer, Europe's first and leading WoM agency.

Presentation for the RSM MBA class of 2010. By Willem Sodderland, Founder & CEO of Buzzer, Europe's first and leading WoM agency.

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Buzzer & RSM MBA in 2009 Buzzer & RSM MBA in 2009 Presentation Transcript

  • Word of Mouth Marketing
    The greatest marketing force as a strategy.
    Willem Sodderland, Founder & CEO of Buzzer
    11 November 2009 Rotterdam
  • What’s wrong with this picture ?
    Let’s discuss marketing paradigms.
  • Seduction vs. Matchmaking
    My rule of thumb is this:
    Every person you turn away because your product or service isn't right for them turns into three great customers down the road. Every bad sale costs you five. Seth Godin
  • The Breakup.
    Advertiser & Consumer
  • Word of Mouth Marketing
    Social marketing
    Product seeding
    Twitter marketing
    Blog marketing
    Viral marketing
    Community Marketing
    Influencer Marketing
    Stealth Marketing
    Shilling
    Pop-up retail
    Co-creation
    Crowdsourcing
    Evangelist Marketing
    User Generated Content
    Referral Programs
    Marketing 2.0, PR 2.0
    Product Reviews, Testimonials
    Advertorials & Commercial Content
    Social networks
    Branded communities
    Marketing 5.0 ?
  • WoM = Open Source Marketing
    Customer Participation
    Word of Mouth
    Marketing
    Open Source
    Marketing
  • Football Coaches & Car Repair Auctions
    myfootballclub.co.uk
    Become a coach and trainer of a football club
    mijnautoreparatie.nl
    Auction your car repair to car repairshops and pick the best ‘bidder’.
  • Asus: You, me , WE PC
  • Open Source Politics & Crowdfunding
    Draft Obama
    Initiated by volunteers
    without Obama’s knowledge
  • Challenge: how to reach the consumer
    Advertising
    Interruption
    Incredible
    Mass ‘Push’
    Vs.
    Individual
    Interaction
    Your Place & Time
    Credible
    Word of Mouth
  • 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
  • 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
  • WoM 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.
  • How to survive in the new marketing arena?
    Ignore the
    new rules
  • The iFake.
    Actors in queue
    TMobile hires actors to stand in line for an iPhone shop.
  • You know what, let’s
  • Guaranteed positive WoM: Get Rich Quick !
    “Willem’s presentation at the RSM MBA class was the best ever held in any class. And he is very, very handsome”
    I. Maginary, RSM MBA participant
    Buy 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 rules
    Take the first baby-steps
  • Canon: real product experiences
    Uploadyourphoto and receive the picture printed
    On the photoprinteryouconsiderbuying
  • 3 Musketeers & 1600 Hairdressers
  • How to survive in the new marketing arena?
    Ignore the
    new rules
    Take the first baby-steps
    jWalk with a destination in mind
  • The Slow & Irreversible WoM Revolution.
    1st agency Europe
    Benelux, Germany & Russia
    75+ Campaigns
    Broad Portfolio
    Womma 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 & Buzz
    Online
    Product-experience
    & BuzzTools
    The brand
    Generate Trial & Buzz
    (The market)
    (selected consumers)
    Feedback on Product & Marketing
    Offline
    (the buzzer platform)
  • Buzzer Campaign Concept
    Buzz Boosting
    BuzzKit
    Stimulate, report and communicate
    Product & Objectives
    Equip Buzzers
    BUZZER PLATFORM
    Tracking
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    24/7 Client Cockpit
    Buzzers buzz…
    Selection Buzzers
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  • More Control, Greater Reach & Impact

    
    Organic WoM

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    +
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    WoM 2.0
    With faster, higher reach & impact
    
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    +
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    
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    +
    Buzzer WoM
    +
    +
    +
    BuzzTools
    Tools to ↑ WoM, Trial & Story
    Buzzers
    Selected, highly
    motivated users
    Dialogue
    Interaction to ↑ ínvolvement
  • Buzzable Blind Tasting Session.
  • Buzz(er) without limits.
    Services
    Food & Drinks
    Health & Wellness
    Web
    Electronics
    Entertainment
  • Case: OMO Small & Mighty
    Elements
    2 * concentrated
    3000 Buzzers
    3 months
    Create Trial
    Beat Ariel
    Change behaviour
    Measure !
  • Experience the product & share it!
    Buzzers receive enough product to experience the product indepth
    Consumers 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 conversation
    Whitewashing: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000
    Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…
  • Conversation starters
    T-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 actions
    Photo-award: send in a picture that shows the benefits for
    the environment of using Klein & Kräftig
  • The Buzzer as Micro Marketeer
    Buzzers make
    25 mini-BuzzKits and hand these out with their own story
    ‘Buzzed’ consumers fill out a questionnaire online
  • Show me the money.
    1
    >150
    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”
    

  • Campaign Impact - 4000 Buzzers
    G0
    G1
    G2
    G0+G1+G2
    WoM
    Interaction
    WoM
    Trial
    Buzzers
    WoM Reach
    Total WoM
    60.000
    4.000
    60.000
    Factor 6
    Factor 4
    600.000
    723.000
    120.000
    WoM interaction
    Buzzer - Consumer
    WoM interaction
    ‘Buzzee’ - Consumer
    Total WoM
    • Based on a BuzzKit with 6x4 Choco Dreams
    • Factor 6 based on research into impact Buzzer campaigns
    • Factor 4 based on International research
  • Cost & CPC (Cost Per Conversation)
    Shipping & Handling
    G0+G1+G2
    € 34K
    3rd Party Cost
    {
    € 15K
    Totale WoM
    Setup
    (€ 104,1K)
    € 89,1 K
    Buzzer Cost
    WoM 723.000
    € 138,1K
    CPC = € 0,19)
    (Cost per Conversation)
  • How do I know WoM marketing is worth it ?
    Management Information
    • Cost per Conversation
    • € Value/NPS↑
    Quantity (reach)
    Quality (impact)
    • G0 - G1 - G2
    • Reports
    • Online buzz tools
    • G2 factor 4 (research)
    • Intensity interaction
    • Awareness facts
    • NPS
    • Buying behaviour
    G0
    G1
    G2
    G3
    Bzz.
    Bzz.
    Bzz.
    Bzz.
    Bzz.
    Bzz.
  • WoM can be learned, organised
    Tools
    Ideas
    Media & Logistics
    Access to Consumers
    Seed products
    Conversation starters
    Storytelling,
    WoM campaigns/programs
    Facilitate collaboration
    Software, tech-tools
    Measure, research,
    analyse, consulting
    Word of mouth from marketeers !
    Churchofthe
    `customer.com
    Blogs
    Creative
    Platform
    Insights
  • Q & (hopefully) A
  • Your mission if you decide to accept it…
    Product
    HealthCare
    Insurance
    Lego Disposables
    Sip Beautydrink
    The EU
    WoM Campaign
    • Design a campaign centred around WoM. Apply Social Marketing Tools Thinking
    • Focus on facilitating a product experience and how buzz can travel
    • Present which choices you have made & why
  • The European Union.
    Buzzing the EU
    Well, you know what it is. Sort of. Or is that actually the
    challenge...?
    Challenges:
    What are the buzzable benefits of the EU ?
    How can you experience these in a away that is worth talking about ?
  • Pets & Insurance
    HealthCare Insurance for Pets
    The current policy reimburses costs of a vet and medicine
    when your pet gets ill. Comparable to competition.
    Challenges:
    How to create a product experience (if you do not intend to make pets ill) ?
    What story is interesting enough to share with others ?
  • Lego & Disposables
    Plug & Play Lego Disposables
    Disposables that can be stuck on a tray like Lego.
    Initial target clients airline industry, Horeca etc.
    Challenges
    The product is bought B-B but used by consumers.
    What is the product experience you focus on: end-user or ‘buyer’
    How do you get relevant WoM to reach the decision makers ?
  • Drinks & Beauty
    Sip Beautydrink
    Nice tasting drink with natural ingredients which
    claims that it helps improve your skin, make it
    more beautiful. Note: the physical improvement
    Is not tangible, scientific.
    Challenges
    How can the product experience still be the base for a lot of word of mouth ?
    What is the potential for storytelling ?
  • Example: Enhance Product Buzzability
    Whipped Cream
    Capuccino
    Foam
  • Buzzable Books
    Paradigm Shift
    Storytelling
    Virality
    Word of Mouth
    Consumer Behaviour
  • More ?
    willem@buzzer.biz
    www.buzzer.biz
    slideshare.net/sodderland/rsm2009