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Buzzing Bars in Cologne 2010

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Willem Sodderland
Willem Sodderland

Presentation for the Nutritional & Healthy Bars Conference in Cologne, 3 February 2010. Topic: Word of Mouth Marketing and Open Source Innovation.

BusinessEntertainment & Humor
1 of 22
Word of Mouth Marketing The greatest marketing force as a strategy. slideshare.net/sodderland/buzzingbars Willem Sodderland Founder & CEO of Buzzer Cologne 3 February 2010
What’s wrong with this picture ? Let’s discuss marketing paradigms.
Word of Mouth Marketing Co-creation Crowdsourcing Social marketing Product seeding Twitter marketing Blog marketing Viral marketing Community Marketing Influencer Marketing Stealth Marketing Shilling Pop-up retail Evangelist Marketing User Generated Content Referral Programs Marketing 2.0, PR 2.0 Product Reviews, Testimonials Advertorials & Commercial Content Social networks Branded communities Marketing 5.0 ?
Football Coaches & Car Repair Auctions myfootballclub.co.uk Become a coach and trainer of a football club mijnautoreparatie.nl Auction your car repair to car repairshops and pick the best ‘bidder’.
Asus: You, me , WE PC
Open Source Politics & Crowdfunding Draft Obama Initiated by volunteers without Obama’s knowledge
Open Source Marketing & WoM Customer Participation Word of Mouth Marketing Open Source Marketing
Advertising vs. Word of Mouth Advertising Interruption Incredible Mass ‘Push’ Vs. Individual Interaction Your Place & Time Credible Word of Mouth
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
Innovation & Buzz. INNOVATION = BUZZ
Engagement makes innovation social. Engagement comes from interaction, participation, customisation, personalisation, influence, sharing, openness, vulnerability.
Co-creation: fun & relevance. 500 days before the launch of the Fiat 500, potential customers are invited to create accessories and themes for advertising.
Experiment. Then jump in big. Traditional Pepsi Social Pepsi
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)
Buzzer Campaign Concept BuzzKit Buzz Boosting Equip Buzzers Stimulate, report and communicate Product & Objectives BUZZER PLATFORM Tracking € € € € € € € €     € € € €     €  €    €  € €  €   € € € €   €  €  € €     € € € €   € € € € € €  €  €   € € € € € € 24/7 Client Cockpit Buzzers buzz… Selection Buzzers
Crowdsourcing & Co-creation After initial confusion, one Buzzer explained how to best use the trimmer... ...and the product usage tips werechangedon the packaging
Open Source Innovation: ‘Drop’
Enhance Product Buzzability Whipped Cream...? Capuccino Something !
Buzz(er) without limits. Services Food & Drinks Health & Wellness Web Electronics Entertainment
Buzzer.biz
The buzz starts here. willem@buzzer.biz torsten@buzzer.biz slideshare.net/sodderland/buzzingbars
Q & (hopefully) A

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Buzzing Bars in Cologne 2010

  • 1. Word of Mouth Marketing The greatest marketing force as a strategy. slideshare.net/sodderland/buzzingbars Willem Sodderland Founder & CEO of Buzzer Cologne 3 February 2010
  • 2. What’s wrong with this picture ? Let’s discuss marketing paradigms.
  • 3. Word of Mouth Marketing Co-creation Crowdsourcing Social marketing Product seeding Twitter marketing Blog marketing Viral marketing Community Marketing Influencer Marketing Stealth Marketing Shilling Pop-up retail Evangelist Marketing User Generated Content Referral Programs Marketing 2.0, PR 2.0 Product Reviews, Testimonials Advertorials & Commercial Content Social networks Branded communities Marketing 5.0 ?
  • 4. Football Coaches & Car Repair Auctions myfootballclub.co.uk Become a coach and trainer of a football club mijnautoreparatie.nl Auction your car repair to car repairshops and pick the best ‘bidder’.
  • 5. Asus: You, me , WE PC
  • 6. Open Source Politics & Crowdfunding Draft Obama Initiated by volunteers without Obama’s knowledge
  • 7. Open Source Marketing & WoM Customer Participation Word of Mouth Marketing Open Source Marketing
  • 8. Advertising vs. Word of Mouth Advertising Interruption Incredible Mass ‘Push’ Vs. Individual Interaction Your Place & Time Credible Word of Mouth
  • 9. 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
  • 10. Innovation & Buzz. INNOVATION = BUZZ
  • 11. Engagement makes innovation social. Engagement comes from interaction, participation, customisation, personalisation, influence, sharing, openness, vulnerability.
  • 12. Co-creation: fun & relevance. 500 days before the launch of the Fiat 500, potential customers are invited to create accessories and themes for advertising.
  • 13. Experiment. Then jump in big. Traditional Pepsi Social Pepsi
  • 14. 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)
  • 15. Buzzer Campaign Concept BuzzKit Buzz Boosting Equip Buzzers Stimulate, report and communicate Product & Objectives BUZZER PLATFORM Tracking € € € € € € € €     € € € €     €  €    €  € €  €   € € € €   €  €  € €     € € € €   € € € € € €  €  €   € € € € € € 24/7 Client Cockpit Buzzers buzz… Selection Buzzers
  • 16. Crowdsourcing & Co-creation After initial confusion, one Buzzer explained how to best use the trimmer... ...and the product usage tips werechangedon the packaging
  • 18. Enhance Product Buzzability Whipped Cream...? Capuccino Something !
  • 19. Buzz(er) without limits. Services Food & Drinks Health & Wellness Web Electronics Entertainment
  • 21. The buzz starts here. willem@buzzer.biz torsten@buzzer.biz slideshare.net/sodderland/buzzingbars
  • 22. Q & (hopefully) A