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Word of Mouth Marketing<br />What’s the buzz ?<br />slideshare.net/sodderland/voiceofbrands<br />Willem Sodderland, Founde...
Buzz in the Stone Age<br />Word of Mouth<br />The act of consumers providing information to other consumers.<br />
2002: 50 juicy ambassadors.<br />
2011: 125.000 Buzzers<br />Word of Mouth Marketing<br />Giving people a reason to talk about <br />products and make it ea...
Traditional vs. Social Marketing<br />+<br />Attention • Relevance<br />Credibility • Interaction<br />
The essence of Word of Mouth.<br />1<br />Advertising makes people curious<br />Word of Mouth makes curious people comfort...
Buzzer: Product, Story & Buzz<br />Online<br />Product-experience <br />& BuzzTools<br />The brand<br />Generate Trial & B...
Buzz(er) without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainm...
WoM = Get Rich Quick ?<br />+<br />=<br />
Wet snow.<br />“When you broadcast your message, your audience may not be home”<br />Steve Rubel, SVP, Director of Insight...
Sharing & Attention<br />≠<br />
Likes ≠ Fans<br />“70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to m...
The future of ‘Like’ ?<br />
Word of Mouth Marketing is an art.<br />
The right Buzzers.<br />&<br />
Buzzable garbage.<br />
Build more buzz into the product.<br />iPod.<br />HealthCare Insurance for Pets<br />When your pet gets ill, they pay you....
Shitty Storytelling.<br />Help, my baby is shrinking !<br />
Bags that start a conversation.<br />
Share a kidney in social media ?<br />Would you save my life ? <br />Question that triggers social network friends to beco...
Trying chicken: an adventure.<br />
Huhntersuchers in the oven<br />
Buzzable Blind Tasting Session.<br />
Make the taboo talk of the town<br />Dove Hairminimising: feel less need to shave your armpit. <br />“Most Embarassing Mom...
Turning Bad Buzz into Good buzz...<br />After how many times brushing does the tickling go away ?<br />
Turn the laundry into a conversation<br />Whitewashing: a 28 page booklet filled with buzzable stories about doing the lau...
Blend Brand & Personal Storytelling.<br />. <br />Buzzers taste Mei Asia, share memories and small games <br />during An E...
From online to offline buzz.<br />
Huuuuuhh ?<br />
Mass customised storytelling<br />
Art & Attention in Word of Mouth<br /><ul><li>Conversation Starters
Pimped Product (Experience)
Trial Adventures
Brilliant Bad Buzz
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Voice of Brands 2011

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Presentation at the Voice of Brands seminar, Amsterdam, May 2011. Willem Sodderland, Founder & CEO of Buzzer, Europe's leading Word of Mouth Marketing agency, talks about the creativity that is needed to turn 'buzz' from a phenomenon into a communication discipline.

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Transcript of "Voice of Brands 2011"

  1. 1. Word of Mouth Marketing<br />What’s the buzz ?<br />slideshare.net/sodderland/voiceofbrands<br />Willem Sodderland, Founder & CEO of Buzzer<br />
  2. 2. Buzz in the Stone Age<br />Word of Mouth<br />The act of consumers providing information to other consumers.<br />
  3. 3. 2002: 50 juicy ambassadors.<br />
  4. 4. 2011: 125.000 Buzzers<br />Word of Mouth Marketing<br />Giving people a reason to talk about <br />products and make it easy to do so.<br />
  5. 5. Traditional vs. Social Marketing<br />+<br />Attention • Relevance<br />Credibility • Interaction<br />
  6. 6. The essence of Word of Mouth.<br />1<br />Advertising makes people curious<br />Word of Mouth makes curious people comfortable to buy<br />3<br />2<br />Product experiences create word of mouth<br />
  7. 7. Buzzer: Product, Story & Buzz<br />Online<br />Product-experience <br />& BuzzTools<br />The brand<br />Generate Trial & Buzz<br />(The market)<br />(selected consumers)<br />Feedback on Product & Marketing<br />Offline<br />(the buzzer platform)<br />
  8. 8. Buzz(er) without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainment<br />
  9. 9. WoM = Get Rich Quick ?<br />+<br />=<br />
  10. 10. Wet snow.<br />“When you broadcast your message, your audience may not be home”<br />Steve Rubel, SVP, Director of Insights for Edelman Digital<br />150 million per day<br />1 billion per day<br />
  11. 11. Sharing & Attention<br />≠<br />
  12. 12. Likes ≠ Fans<br />“70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to market to them”<br />
  13. 13. The future of ‘Like’ ?<br />
  14. 14. Word of Mouth Marketing is an art.<br />
  15. 15. The right Buzzers.<br />&<br />
  16. 16. Buzzable garbage.<br />
  17. 17. Build more buzz into the product.<br />iPod.<br />HealthCare Insurance for Pets<br />When your pet gets ill, they pay you. Where’s the buzz ?<br />
  18. 18. Shitty Storytelling.<br />Help, my baby is shrinking !<br />
  19. 19. Bags that start a conversation.<br />
  20. 20. Share a kidney in social media ?<br />Would you save my life ? <br />Question that triggers social network friends to become organ donors.<br />
  21. 21. Trying chicken: an adventure.<br />
  22. 22. Huhntersuchers in the oven<br />
  23. 23. Buzzable Blind Tasting Session.<br />
  24. 24. Make the taboo talk of the town<br />Dove Hairminimising: feel less need to shave your armpit. <br />“Most Embarassing Moments”<br />
  25. 25. Turning Bad Buzz into Good buzz...<br />After how many times brushing does the tickling go away ?<br />
  26. 26. Turn the laundry into a conversation<br />Whitewashing: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000<br />Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…<br />
  27. 27. Blend Brand & Personal Storytelling.<br />. <br />Buzzers taste Mei Asia, share memories and small games <br />during An Evening in Asia. Extended onto the Mei Asia Blog.<br />
  28. 28. From online to offline buzz.<br />
  29. 29. Huuuuuhh ?<br />
  30. 30. Mass customised storytelling<br />
  31. 31. Art & Attention in Word of Mouth<br /><ul><li>Conversation Starters
  32. 32. Pimped Product (Experience)
  33. 33. Trial Adventures
  34. 34. Brilliant Bad Buzz
  35. 35. Claim Experiences</li></ul>Buzz<br />Buzz<br />Buzz<br />Buzz<br />Buzz!<br />Buzz<br />Buzz<br />Buzz<br />Buzz<br />Buzz<br />BuzzTools TM<br />
  36. 36. Word of Mouse<br />Consumer Reviews in Google<br />
  37. 37. Show me the money.<br />5000<br />1.000.000<br />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. <br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />“The reach of buzzing is huge”<br /><br /><br />
  38. 38. Thanks. The buzz starts here.<br />@sodderland<br />sodderland<br />Willem_Sodderland<br />willem@buzzer.biz<br />sodderland<br />slideshare.net/sodderland/voiceofbrands<br />

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