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Voice of Brands 2011
 

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 ...

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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    Voice of Brands 2011 Voice of Brands 2011 Presentation Transcript

    • Word of Mouth Marketing
      What’s the buzz ?
      slideshare.net/sodderland/voiceofbrands
      Willem Sodderland, Founder & CEO of Buzzer
    • Buzz in the Stone Age
      Word of Mouth
      The act of consumers providing information to other consumers.
    • 2002: 50 juicy ambassadors.
    • 2011: 125.000 Buzzers
      Word of Mouth Marketing
      Giving people a reason to talk about
      products and make it easy to do so.
    • Traditional vs. Social Marketing
      +
      Attention • Relevance
      Credibility • Interaction
    • 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
    • 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
    • WoM = Get Rich Quick ?
      +
      =
    • Wet snow.
      “When you broadcast your message, your audience may not be home”
      Steve Rubel, SVP, Director of Insights for Edelman Digital
      150 million per day
      1 billion per day
    • Sharing & Attention

    • Likes ≠ Fans
      “70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to market to them”
    • The future of ‘Like’ ?
    • Word of Mouth Marketing is an art.
    • The right Buzzers.
      &
    • Buzzable garbage.
    • Build more buzz into the product.
      iPod.
      HealthCare Insurance for Pets
      When your pet gets ill, they pay you. Where’s the buzz ?
    • Shitty Storytelling.
      Help, my baby is shrinking !
    • Bags that start a conversation.
    • Share a kidney in social media ?
      Would you save my life ?
      Question that triggers social network friends to become organ donors.
    • Trying chicken: an adventure.
    • Huhntersuchers in the oven
    • Buzzable Blind Tasting Session.
    • Make the taboo talk of the town
      Dove Hairminimising: feel less need to shave your armpit.
      “Most Embarassing Moments”
    • Turning Bad Buzz into Good buzz...
      After how many times brushing does the tickling go away ?
    • 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…
    • Blend Brand & Personal Storytelling.
      .
      Buzzers taste Mei Asia, share memories and small games
      during An Evening in Asia. Extended onto the Mei Asia Blog.
    • From online to offline buzz.
    • Huuuuuhh ?
    • Mass customised storytelling
    • Art & Attention in Word of Mouth
      • Conversation Starters
      • Pimped Product (Experience)
      • Trial Adventures
      • Brilliant Bad Buzz
      • Claim Experiences
      Buzz
      Buzz
      Buzz
      Buzz
      Buzz!
      Buzz
      Buzz
      Buzz
      Buzz
      Buzz
      BuzzTools TM
    • Word of Mouse
      Consumer Reviews in Google
    • Show me the money.
      5000
      1.000.000
      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”
      

    • Thanks. The buzz starts here.
      @sodderland
      sodderland
      Willem_Sodderland
      willem@buzzer.biz
      sodderland
      slideshare.net/sodderland/voiceofbrands