De DDMA organiseerde een middag die volledig in het teken stond van non profit organisaties, en hoe zij zich het beste kunnen profileren via Social Marketing. Dit is de presentatie van Willem Sodderland. Willem introduceerde de non profijt organisaties op een luchtige maar heldere manier over het wat en waarom van Social Marketing. Met veel goede voorbeelden werd duidelijk wat het nut van Social Marketing eigenlijk is. Zo brengt het de nieuwsgierige en de ervaren gebruikers bij elkaar wat tot de 'perfecte' Word of Mouth leidt.

1. Buzzer
©
2009
-­‐
confiden5al
www.buzzer.biz
Social
Marke,ng
What’s
the
buzz
?
Willem
Sodderland,
Social
Marke5ng
PlaForm
Founder
&
CEO
of
Buzzer
Not
for
Profit

2. Buzzer
©
2009
-­‐
confiden5al
Agenda
www.buzzer.biz
1. Wat
is
het
&
waarom
is
het
nodig
?
2. Wat
heb
je
ervoor
nodig
?
3. Hoe
krijgt
het
een
plek
in
de
organisa5e
?

3. Buzzer
©
2009
-­‐
confiden5al
Marke,ng
5.0
?
www.buzzer.biz
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

4. Buzzer
©
2009
-­‐
confiden5al
Word
of
Mouth
in
the
Stone
Age
www.buzzer.biz
Word
of
Mouth
The
act
of
consumers
providing
informa5on
to
other
consumers.

5. Buzzer
©
2009
-­‐
confiden5al
2002:
Discovering
word
of
mouth
marke,ng.
www.buzzer.biz

6. Buzzer
©
2009
-­‐
confiden5al
2010:
the
Wide
World
of
WoM
www.buzzer.biz
Word
of
Mouth
Marke.ng
Giving
people
a
reason
to
talk
about
your
products
and
make
it
easy
to
do
so.

7. Buzzer
©
2009
-­‐
confiden5al
Tradi,onal
vs.
Social
Marke,ng
www.buzzer.biz
+
AGen,on
Relevance
Credibility
Interac,on

8. Buzzer
©
2009
-­‐
confiden5al
Adver,sing
&
Word
of
Mouth
www.buzzer.biz
Advertising
1
makes people
curious
Word of Mouth makes
3
curious people
comfortable to buy
2
Product
experiences create
word of mouth

9. Buzzer
©
2009
-­‐
confiden5al
WWWoM...
www.buzzer.biz
"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

10. Buzzer
©
2009
-­‐
confiden5al
Agenda
www.buzzer.biz
1. Wat
is
het
&
waarom
is
het
nodig
?
2. Wat
heb
je
ervoor
nodig
?
3. Hoe
krijgt
het
een
plek
in
de
organisa5e
?

11. Buzzer
©
2009
-­‐
confiden5al
You
need:
a
product
experience
www.buzzer.biz
Upload your photo and receive the picture printed
On the photoprinter you consider buying

12. Buzzer
©
2009
-­‐
confiden5al
Pets
&
Insurances
?
www.buzzer.biz
HealthCare
Insurance
for
Pets
The
current
policy
reimburses
costs
of
a
vet
and
medicine
when
your
pet
gets
ill.
Challenges:
How
the
$%$#!
can
you
create
a
product
experience
(without
killing
pets)

13. Buzzer
©
2009
-­‐
confiden5al
Crea,ng
a
virtual
product
experience…
www.buzzer.biz

14. Buzzer
©
2009
-­‐
confiden5al
You
need:
The
right
Buzzers
www.buzzer.biz
&

15. Buzzer
©
2009
-­‐
confiden5al
You
need:
a
conversa,on
starter
www.buzzer.biz
Canon…
Met
een
snor
hoef
je
geen
gesprek
te
beginnen,
dat
doet
de
ander
wel.

16. Buzzer
©
2009
-­‐
confiden5al
Agenda
www.buzzer.biz
1. Wat
is
het
&
waarom
is
het
nodig
?
2. Wat
heb
je
ervoor
nodig
?
3. Hoe
krijgt
het
een
plek
in
de
organisa,e
?

17. Buzzer
©
2009
-­‐
confiden5al
The
Slow
&
Irreversible
Revolu,on.
www.buzzer.biz
Social
Marke,ng
helps
brands
use
the
full
poten,al
of
word
of
mouth
and
user
engagement...

18. Buzzer
©
2009
-­‐
confiden5al
Campaigns
&
Community
www.buzzer.biz
&

19. Buzzer
©
2009
-­‐
confiden5al
First
Objec,ves,
then
Tools
www.buzzer.biz

20. Buzzer
©
2009
-­‐
confiden5al
Social
≠
‘Like’
&
‘Fans’
www.buzzer.biz

21. Buzzer
©
2009
-­‐
confiden5al
The
future
of
‘Like’
?
www.buzzer.biz

22. Buzzer
©
2009
-­‐
confiden5al
Metrics:
WoM
Quan,ty
www.buzzer.biz
G0 G1 G2 G0+G1+G2
WoM
WoM
Buzzers
WoM
Reach
Total
WoM
Trial
Interac,on
40.000
FACTOR 6
2.000
30.000
FACTOR 4
70.000 360.000 432.000
WoM interaction WoM interaction
Total WoM
Buzzer - Consumer ‘Buzzee’ - Consumer

23. Buzzer
©
2009
-­‐
confiden5al
Metrics:
Cost
Per
Conversa,on
www.buzzer.biz
{
Shipping
&
G0+G1+G2
€
14,8K
Handling
3rd
Party
€
12,
2K
Produc,on
Total
WoM
Buzzer
€
49,5
K
Fee
€
76,500
WoM
450.000
CPC
=
€
0,17

24. Buzzer
©
2009
-­‐
confiden5al
Metrics:
Net
Promoter
Score
www.buzzer.biz
Promoters
Passives
NPS
Detractors
+40
Hoe
waarschijnlijk
is
het
dat
je
product/merk
X
aanraadt
?
+2
Before
ACer
↑
Net
Promoter
Score

25. Buzzer
©
2009
-­‐
confiden5al
Embrace
‘Social
Ethics’
www.buzzer.biz
Disclosure

26. Buzzer
©
2009
-­‐
confiden5al
Take
your
boss
to
Hyper
Island.
www.buzzer.biz

27. Buzzer
©
2009
-­‐
confiden5al
Buzzable
Books
www.buzzer.biz
Virality
Word
of
Storytelling
Consumer
Mouth
Behaviour

28. Buzzer
©
2009
-­‐
confiden5al
Thanks.
www.buzzer.biz
@sodderland
h_p://www.linkedin.com/in/sodderland
h_p://www.facebook.com/willem.sodderland
willem@buzzer.biz