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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  • 1. Word of Mouth Marketing
    What’s the buzz ?
    slideshare.net/sodderland/voiceofbrands
    Willem Sodderland, Founder & CEO of Buzzer
  • 2. Buzz in the Stone Age
    Word of Mouth
    The act of consumers providing information to other consumers.
  • 3. 2002: 50 juicy ambassadors.
  • 4. 2011: 125.000 Buzzers
    Word of Mouth Marketing
    Giving people a reason to talk about
    products and make it easy to do so.
  • 5. Traditional vs. Social Marketing
    +
    Attention • Relevance
    Credibility • Interaction
  • 6. 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
  • 7. 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)
  • 8. Buzz(er) without limits.
    Services
    Food & Drinks
    Health & Wellness
    Web
    Electronics
    Entertainment
  • 9. WoM = Get Rich Quick ?
    +
    =
  • 10. 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
  • 11. Sharing & Attention

  • 12. Likes ≠ Fans
    “70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to market to them”
  • 13. The future of ‘Like’ ?
  • 14. Word of Mouth Marketing is an art.
  • 15. The right Buzzers.
    &
  • 16. Buzzable garbage.
  • 17. Build more buzz into the product.
    iPod.
    HealthCare Insurance for Pets
    When your pet gets ill, they pay you. Where’s the buzz ?
  • 18. Shitty Storytelling.
    Help, my baby is shrinking !
  • 19. Bags that start a conversation.
  • 20. Share a kidney in social media ?
    Would you save my life ?
    Question that triggers social network friends to become organ donors.
  • 21. Trying chicken: an adventure.
  • 22. Huhntersuchers in the oven
  • 23. Buzzable Blind Tasting Session.
  • 24. Make the taboo talk of the town
    Dove Hairminimising: feel less need to shave your armpit.
    “Most Embarassing Moments”
  • 25. Turning Bad Buzz into Good buzz...
    After how many times brushing does the tickling go away ?
  • 26. 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…
  • 27. Blend Brand & Personal Storytelling.
    .
    Buzzers taste Mei Asia, share memories and small games
    during An Evening in Asia. Extended onto the Mei Asia Blog.
  • 28. From online to offline buzz.
  • 29. Huuuuuhh ?
  • 30. Mass customised storytelling
  • 31. Art & Attention in Word of Mouth
    • Conversation Starters
    • 32. Pimped Product (Experience)
    • 33. Trial Adventures
    • 34. Brilliant Bad Buzz
    • 35. Claim Experiences
    Buzz
    Buzz
    Buzz
    Buzz
    Buzz!
    Buzz
    Buzz
    Buzz
    Buzz
    Buzz
    BuzzTools TM
  • 36. Word of Mouse
    Consumer Reviews in Google
  • 37. 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”
    

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