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Buzzer & RSM MBA in 2009
 

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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      +





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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.
      







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      


      “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