Voice of Brands 2011

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.
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“The reach of buzzing is huge”
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Thanks. The buzz starts here.
@sodderland
sodderland
Willem_Sodderland
willem@buzzer.biz
sodderland
slideshare.net/sodderland/voiceofbrands

Voice of Brands 2011

by Willem Sodderland

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Voice of Brands 2011 Presentation Transcript