The document discusses the concept of word of mouth marketing, showcasing its evolution from a small group of 50 ambassadors in 2002 to 125,000 buzzers by 2011. It highlights the differences between traditional and social marketing, emphasizing the importance of product experiences and storytelling in generating consumer interest. The presentation also explores successful examples and strategies for creating engaging buzz around products to facilitate conversations among consumers.

1. Word of Mouth MarketingWhat’s the buzz ?slideshare.net/sodderland/bridge2food2011Willem Sodderland, Founder & CEO of Buzzer

2. Buzz in the Stone AgeWord of MouthThe act of consumers providing information to other consumers.

3. 2002: 50 juicy ambassadors.

4. 2011: 125.000 BuzzersWord of Mouth MarketingGiving people a reason to talk about products and make it easy to do so.

5. Traditional vs. Social Marketing+Attention • RelevanceCredibility • Interaction

6. The essence of Word of Mouth.1Advertising makes people curiousWord of Mouth makes curious people comfortable to buy32Product experiences create word of mouth

7. Buzzer: Product, Story & BuzzOnlineProduct-experience & BuzzToolsThe brandGenerate Trial & Buzz(The market)(selected consumers)Feedback on Product & MarketingOffline(the buzzer platform)

8. Buzz(er) without limits.ServicesFood & DrinksHealth & WellnessWebElectronicsEntertainment

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 Digital150 million per day1 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. Shitty Storytelling.Help, my baby is shrinking !

18. Bags that start a conversation.

19. Share a kidney in social media ?Would you save my life ? Question that triggers social network friends to become organ donors.

20. Trying chicken: an adventure.

21. Huhntersuchers in the oven

22. Buzzable Blind Tasting Session.

23. Make the taboo talk of the townDove Hairminimising: feel less need to shave your armpit. “Most Embarassing Moments”

24. Turn the laundry into a conversationWhitewashing: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…

25. Turning Bad Buzz into Good buzz...After how many times brushing does the tickling go away ?

26. Buzzable Baton

27. Social Relay Race

28. From online to offline buzz.

29. Art & Attention in Word of MouthConversation Starters

30. Pimped Product (Experience)

31. Trial Adventures

32. Brilliant Bad Buzz

33. Claim ExperiencesBuzzBuzzBuzzBuzzBuzz!BuzzBuzzBuzzBuzzBuzzBuzzTools TM

34. Social = SearchConsumer Reviews in Google

35. Show me the money.50001.000.000In 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”