The document discusses the importance of word of mouth (WOM) marketing as a key strategy in contemporary advertising, contrasting traditional methods with modern engagement techniques. It highlights various approaches such as social marketing, influencer marketing, and user-generated content, emphasizing the need for authentic consumer interactions. Additionally, it presents case studies, including a successful campaign for Unilever's Omo detergent, to illustrate the effectiveness of WOM in driving brand trial and consumer behavior change.

1. Word of Mouth MarketingThe greatest marketing force as a strategy.Willem Sodderland, Founder & CEO of BuzzerCREA Fachworkshop 200924 September 2009, Hamburg

2. What’s wrong with this picture ?Let’s discuss marketing paradigms.

3. The Breakup.Advertiser & Consumer

4. Word of Mouth MarketingSocial marketingProduct seedingTwitter marketingBlog marketingViral marketingCommunity MarketingInfluencer MarketingStealth MarketingShillingPop-up retailCo-creationCrowdsourcingEvangelist MarketingUser Generated ContentReferral ProgramsMarketing 2.0, PR 2.0Product Reviews, TestimonialsAdvertorials & Commercial ContentSocial networksBranded communitiesMarketing 5.0 ?

5. WoM = Open Source MarketingCustomer ParticipationWord of MouthMarketingOpen Source Marketing

6. Football Coaches & Car Repair Auctionsmyfootballclub.co.ukBecome a coach and trainer of a football clubmijnautoreparatie.nl Auction your car repair to car repairshops and pick the best ‘bidder’.

7. Asus: You, me , WE PC

8. Open Source Politics & CrowdfundingDraft ObamaInitiated by volunteers without Obama’s knowledge

9. Challenge: how to reach the consumerAdvertisingInterruptionIncredibleMass ‘Push’Vs.IndividualInteractionYour Place & TimeCredibleWord of Mouth

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

11. WWWoM..."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

12. How to survive in the new marketing arena?Ignore the new rules

13. The iFake.Actors in queueTMobile hires actors to stand in line for an iPhone shop.

14. You know what, let’s

15. How to survive in the new marketing arena?Ignore the new rulesTake the first baby-steps

16. Canon: real product experiencesUploadyourphoto and receive the picture printedOn the photoprinteryouconsiderbuying

17. Joop‘s 1600 Hairdressers3 Musketeers & Hairdressers

18. How to survive in the new marketing arena?Ignore the new rulesTake the first baby-steps jWalk with a destination in mind

19. The Slow & Irreversible WoM Revolution.1st agency EuropeBenelux, Germany & Russia75+ CampaignsBroad PortfolioWomma Member Specialised in BuzzTools & Storytelling...and Buzzer does this for a living ; )WoM Marketing helps brands use the full potential of word of mouth and user engagement...

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

21. Buzzer Campaign ConceptBuzz BoostingBuzzKitStimulate, report and communicateProduct & ObjectivesEquip BuzzersBUZZER PLATFORMTracking€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€24/7 Client Cockpit Buzzers buzz…Selection Buzzers€€€€€€€€€€

22. More Control, Greater Reach & ImpactOrganic WoM++++WoM 2.0With faster, higher reach & impact+++Buzzer WoM+++BuzzToolsTools to ↑ WoM, Trial & StoryBuzzersSelected, highlymotivated usersDialogueInteraction to ↑ ínvolvement

23. Buzzable Blind Tasting Session.

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

25. Case: OMO Small & MightyElements2 * concentrated3000 Buzzers3 monthsCreate TrialBeat ArielChange behaviourMeasure !

26. Show me the money.1>150In 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”

27. Campaign Impact - 4000 BuzzersG0G1G1G0+G1+G2WoM InteractieWoM Trial BuzzersWoM ReachTotale WoM60.0004.00060.000Factor 6Factor 4600.000723.000120.000WoM interactie Buzzer - ConsumentWoM interactie‘Buzzee’ - ConsumentTotale WoM Gebaseerd op BuzzKit met 6x4 Choco Dreams

28. Factor 6 gebaseerd op onderzoek naar impact Buzzercampagnes

29. Factor 4 gebaseerd op Internationaal onderzoek Cost & CPC (Cost Per Conversation)Shipping & HandlingG0+G1+G2€ 34K3rd Party Cost{€ 15KTotale WoMSetup(€ 104,1K)€ 89,1 KBuzzer CostWoM 723.000€ 138,1KCPC = € 0,19)(Cost per Conversation)

30. Q & (hopefully) A

31. The buzz starts now !Kontaktiere Torsten Panzer unter torsten@buzzer.biz und erfahre mehr über die Möglichkeiten Deine Marke zu buzzen. Willem’s Presentation: www.slideshare.net/sodderland/crea2009Visit our website and listen to Torsten’s presentation: de.buzzer.biz