The document discusses the significance of word of mouth marketing (WOM) as a powerful marketing strategy, highlighting its effectiveness over traditional advertising. It emphasizes that consumer experiences and interactions drive WOM, which can be leveraged to enhance brand engagement and reach. Various approaches and tools, such as product seeding, social networks, and storytelling, are explored to optimize WOM marketing outcomes.

1. Word of Mouth MarketingThe greatest marketing force as a strategy.Willem Sodderland, Founder & CEO of Buzzer11 November 2009 Rotterdam

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

3. Seduction vs. Matchmaking My rule of thumb is this: Every person you turn away because your product or service isn't right for them turns into three great customers down the road. Every bad sale costs you five. Seth Godin

4. The Breakup.Advertiser & Consumer

5. 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 ?

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

7. 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’.

8. Asus: You, me , WE PC

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

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

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

12. 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

13. WoM only for exceptional products...?Forum for ‘Funeral Consumers’“My mother will die ‘out of state’. How best to handle this, what about insurance ?”Every product, service or experience will create word of mouth. The question is not how you compare to the iPhone, but to your competitor.

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

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

16. You know what, let’s

17. Guaranteed positive WoM: Get Rich Quick !“Willem’s presentation at the RSM MBA class was the best ever held in any class. And he is very, very handsome” I. Maginary, RSM MBA participantBuy Willem Now !(limited pieces left)9 out of 10 people* that did not see the presentation said it would have improved the quality of their lives if they had witnessed it. * Tested among a sample of hypothetical people.

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

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

20. 3 Musketeers & 1600 Hairdressers

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

22. 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...

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

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

25. 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

26. Buzzable Blind Tasting Session.

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

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

29. Experience the product & share it!Buzzers receive enough product to experience the product indepthConsumers ever smarter and more critical…“Consumers are bombarded with advertising, but they see through it ever faster. The product experience trumps the brand when it gets to influencing buying behaviour”Guy de Sévaux - Research International ‘Buzzed’ people receive samples that help tell the story...

30. 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…

31. Conversation startersT-shirts for kids with small & mighty visuals that get people to ask questions

32. A powerful story: make the claim real.Prove convenience ? Hold your old detergent and Small & Mighty in your stretched arms and see how long you can hold both…

33. Storytelling through actionsPhoto-award: send in a picture that shows the benefits for the environment of using Klein & Kräftig

34. The Buzzer as Micro MarketeerBuzzers make25 mini-BuzzKits and hand these out with their own story‘Buzzed’ consumers fill out a questionnaire online

35. 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”

36. Campaign Impact - 4000 BuzzersG0G1G2G0+G1+G2WoM InteractionWoM Trial BuzzersWoM ReachTotal WoM60.0004.00060.000Factor 6Factor 4600.000723.000120.000WoM interaction Buzzer - ConsumerWoM interaction‘Buzzee’ - ConsumerTotal WoM Based on a BuzzKit with 6x4 Choco Dreams

37. Factor 6 based on research into impact Buzzer campaigns

38. Factor 4 based on International researchCost & 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)

39. How do I know WoM marketing is worth it ?Management InformationCost per Conversation

40. € Value/NPS↑Quantity (reach)Quality (impact)G0 - G1 - G2

41. Reports

42. Online buzz tools

43. G2 factor 4 (research)

44. Intensity interaction

45. Awareness facts

46. NPS

47. Buying behaviourG0G1G2G3Bzz.Bzz.Bzz.Bzz.Bzz.Bzz.

48. WoM can be learned, organisedToolsIdeasMedia & LogisticsAccess to ConsumersSeed productsConversation startersStorytelling, WoM campaigns/programsFacilitate collaborationSoftware, tech-toolsMeasure, research, analyse, consulting Word of mouth from marketeers !Churchofthe`customer.comBlogsCreativePlatformInsights