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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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    Word of Mouth Marketing RSM 2010 Word of Mouth Marketing RSM 2010 Presentation Transcript

    • Word of Mouth Marketing
      The greatest marketing force as a strategy.
      Willem Sodderland, Founder & CEO of Buzzer
      2 November 2010 Rotterdam
    • Word of Mouth in the Stone Age
      Word of Mouth
      The act of consumers providing information to other consumers.
    • 2002: Discovering word of mouth.
    • 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.
    • 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 ?
    • Traditional vs. Social Marketing
      +
      Attention Relevance
      Credibility Interaction
    • 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 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
    • 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
    • How can we help WoM ?
    • Build buzz into the product.
      Whipped Cream...?
      Capuccino-
      Something !
    • The right Buzzers
      &
    • Personal stories
      Upload your photo and receive the picture printed
      On the photoprinter you consider buying
    • Mix Brand & Personal Storytelling.
      .
      Buzzers taste Mei Asia, share memories and small games
      during An Evening in Asia. Extended onto the Mei Asia Blog.
    • The conversation starter
      Canon…
      Wear a moustache. You don’t have to start a conversation, everybody else will !
    • Take away barriers.
      Dove Hairminimising: feel less need to shave your armpit.
      Play
      “Most Embarassing Moments”
    • Deeper product experience.
      .
      .
      User Manuals do not necessarily give you the best product experience.
    • Using social triggers.
      A custom Facebook application creates a mosaïc of your Friends’ pictures, promoting two digital cameras
    • Claim experiences & Off/Online Flow
    • 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).
    • WoM Strategy: Monitoring
      SMM Tools
      Listening, capturing insights
      SMM Tools
    • 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”
      

    • 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
      • Factor 4 based on international research
    • Other Objectives & Metrics
      Promoters
      Passives
      NPS
      Detractors
      +40
      +2
      Before
      After
      Consumer Reviews in Google
      ↑ Net Promoter Score
    • 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
    • More WoM Metrics
      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.
    • Actionable Insights
      3.756 BuzzReports
      Packaging Change
      Line Extensions
      BuzzPolls
      Usage Tips
      Recipe Suggestions
    • WoM ≠ ‘Like’ & ‘Fans’
    • The iFake.
      Actors in queue
      TMobile hires actors to stand in line for an iPhone shop.
    • 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.
    • WoM = Ethics!
      = Disclosure
    • 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
    • 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...
    • Q & (hopefully) A
    • Your mission if you decide to accept it…
      Product
      PetHealth
      Insurance
      Incontinence Pads
      PicChair
      Crunchy Cream
      WoM Campaign
      • Design a campaign centred around WoM
      • Address all WoM handicaps
      • 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.
    • 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 ?
    • 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 ?
    • 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)
    • Buzzable Books
      Storytelling
      Virality
      Word of Mouth
      Consumer Behaviour
    • More ?
      @sodderland
      http://www.linkedin.com/in/sodderland
      http://www.facebook.com/willem.sodderland
      willem@buzzer.biz
      slideshare.net/sodderland/rsm2010