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Word of Mouth Marketing RSM 2010

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Guest lecture & work shop on Word of Mouth Marketing for the Rotterdam School of Management, Class of 2011. By Willem Sodderland, Founder & CEO of Buzzer, Europe's leading WoM agency.

Guest lecture & work shop on Word of Mouth Marketing for the Rotterdam School of Management, Class of 2011. By Willem Sodderland, Founder & CEO of Buzzer, Europe's leading WoM agency.

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  • 1. Word of Mouth Marketing
    The greatest marketing force as a strategy.
    Willem Sodderland, Founder & CEO of Buzzer
    2 November 2010 Rotterdam
  • 2. Word of Mouth in the Stone Age
    Word of Mouth
    The act of consumers providing information to other consumers.
  • 3. 2002: Discovering word of mouth.
  • 4. 2010: the World of WoM
    Word of Mouth Marketing
    Giving people a reason to talk about your products and make it easy to do so.
  • 5. 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 ?
  • 6. Traditional vs. Social Marketing
    +
    Attention Relevance
    Credibility Interaction
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 1600 Hairdressers
    &
  • 11. 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)
  • 12. Buzz(er) without limits.
    Services
    Food & Drinks
    Health & Wellness
    Web
    Electronics
    Entertainment
  • 13. 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
  • 18. How can we help WoM ?
  • 19. Build buzz into the product.
    Whipped Cream...?
    Capuccino-
    Something !
  • 20. The right Buzzers
    &
  • 21. Personal stories
    Upload your photo and receive the picture printed
    On the photoprinter you consider buying
  • 22. Mix Brand & Personal Storytelling.
    .
    Buzzers taste Mei Asia, share memories and small games
    during An Evening in Asia. Extended onto the Mei Asia Blog.
  • 23. The conversation starter
    Canon…
    Wear a moustache. You don’t have to start a conversation, everybody else will !
  • 24. Take away barriers.
    Dove Hairminimising: feel less need to shave your armpit.
    Play
    “Most Embarassing Moments”
  • 25. Deeper product experience.
    .
    .
    User Manuals do not necessarily give you the best product experience.
  • 26. Using social triggers.
    A custom Facebook application creates a mosaïc of your Friends’ pictures, promoting two digital cameras
  • 27. Claim experiences & Off/Online Flow
  • 28. How to ‘help’ WoM.
    Buzzable Product
    (build buzz into it)
    Deep Product Experience
    (higher quality WoM)
    Great Buzzers
    (more incentive to share)
    Conversation Starters
    (more buzz occasions)
    Storytelling
    (more to share)
    Off – Online Flow
    (the story continues)
    Give people a reason
    to talk about you (more).
  • 29. WoM Strategy: Monitoring
    SMM Tools
    Listening, capturing insights
    SMM Tools
  • 30. WoM Quantity & Quality
    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”
    

  • 31. Quantity: WoM Generations
    G0
    G1
    G2
    G0+G1+G2
    WoM
    Interaction
    WoM
    Trial
    Buzzers
    WoM Reach
    Total WoM
    40.000
    2.000
    30.000
    Factor 6
    Factor 4
    360.000
    432.000
    70.000
    WoM interaction
    Buzzer - Consumer
    WoM interaction
    ‘Buzzee’ - Consumer
    Total WoM
    • Factor 6 based on actual research on Buzzer campaigns
    • 32. Factor 4 based on international research
  • Other Objectives & Metrics
    Promoters
    Passives
    NPS
    Detractors
    +40
    +2
    Before
    After
    Consumer Reviews in Google
    ↑ Net Promoter Score
  • 33. Cost Per Conversation
    {
    Shipping & Handling
    G0+G1+G2
    € 14,8K
    3rd Party
    € 12, 2K
    Total WoM
    Production
    € 49,5 K
    Buzzer Fee
    WoM 450.000
    € 76,500
    CPC = € 0,17
  • 34. More WoM Metrics
    Management Information
    • Cost per Conversation
    • 35. € Value/NPS↑
    Quantity (reach)
    Quality (impact)
    G0
    G1
    G2
    G3
    Bzz.
    Bzz.
    Bzz.
    Bzz.
    Bzz.
    Bzz.
  • 43. Actionable Insights
    3.756 BuzzReports
    Packaging Change
    Line Extensions
    BuzzPolls
    Usage Tips
    Recipe Suggestions
  • 44. WoM ≠ ‘Like’ & ‘Fans’
  • 45. The iFake.
    Actors in queue
    TMobile hires actors to stand in line for an iPhone shop.
  • 46. WoM ≠ 9 out of 10…
    “Willem’s presentation at GS1’s SMM Tag was the best ever given anywhere. And he is very, very handsome”
    I. Maginary, SMMT Attendant
    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.
  • 47. WoM = Ethics!
    = Disclosure
  • 48. 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
  • 49. The Slow & Irreversible WoM Revolution.
    1st agency Europe
    Benelux, DACH
    125+ Campaigns
    Broad Portfolio
    Womma Member
    BuzzTools & Storytelling
    ...and Buzzer does this
    for a living ; )
    WoM Marketing helps brands use the full potential of word of mouth and user engagement...
  • 50. Q & (hopefully) A
  • 51. Your mission if you decide to accept it…
    Product
    PetHealth
    Insurance
    Incontinence Pads
    PicChair
    Crunchy Cream
    WoM Campaign
    • Design a campaign centred around WoM
    • 52. Address all WoM handicaps
    • 53. Present which choices you have made & why
  • Crunchy Cream
    ? vs. Nutella
    Very good tasting stuff. With crunchy bits. People love it
    When they try. But. People who love Nutella
    (98,7% of the world) see no reason to try anything else.
    Challenges:
    How to get Nutella fans to open up, get curious.
    How to create lots, lots of trial. With 1 large jar.
    Create online buzz.
  • 54. 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 the $%$#! can you create a product experience (without killing pets)
    What story will be worth sharing ?
  • 55. Incontinence Pads
    Attends against leakage.
    Women that lose urine can use this and
    feel less bad about it..
    Challenges
    Who will be the perfect Buzzers ?
    How can you get people to talk about it - and to relevant people ?
  • 56. PicChair
    Sit on my painting please.
    It hangs on the wall and you can sit on it when you
    need extra chairs.
    Challenges
    How to make it more than a quaint, niche product ?
    How to create a deeper product experience so that you see the real benefit ?
    How to get ‘deep’ trial among very relevant people (who would buy)
  • 57. Buzzable Books
    Storytelling
    Virality
    Word of Mouth
    Consumer Behaviour
  • 58. More ?
    @sodderland
    http://www.linkedin.com/in/sodderland
    http://www.facebook.com/willem.sodderland
    willem@buzzer.biz
    slideshare.net/sodderland/rsm2010