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Word of Mouth The currency of social media Social Media Marketing Tag Switzerland, 8 september 2010 Willem Sodderland  Founder & CEO of Buzzer
Word of Mouth: from Urzeit to Today. Word of Mouth The act of consumers providing information to other consumers. Urzeit 2010 Word of Mouth Marketing Giving people a reason to talk about your products and make it easy to do so.
Logic (part 1). Social media ≠ objective. The objective = market success.
Word of Mouth = Market Success. “Word of mouth is the primary factor behind 20-50% of all purchasing decisions. And its influence will grow: the digital revolution has amplified its reach” McKinsey, 2010 Your Experiences
Logic (part 2). Social media ≠ objective. Objective = market success. Market Success = Word of Mouth Word of Mouth ≠ priority investment = Invest in WoM = max. RoI
3 Musketeers & 1600 Hairdressers &
1. Buzzing Basics & Product Experience Buzzers
2. Boosting Word of Mouth BuzzTools: Storytelling & Conversation Starters
2. Boosting Word of Mouth BuzzTools: ↑Trial & Online WoM
3. WoM Strategy: Monitoring SMM Tools Listening, capturing insights SMM Tools
3. WoM Strategy: Objectives & Metrics Promoters Passives NPS Detractors +40 +2 Before After Consumer Reviews in Google ↑ Net Promoter Score
3. WoM Strategy: Quantity & Quality 2000 450.000 In 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”  
3. WoM Strategy: Cost Per Conversation & RoI { Shipping & Handling G0+G1+G2 € 14,8K 3rd Party € 12, 2K Total WoM Production € 49,5 K Buzzer Fee WoM 450.000 € 76,500 CPC = € 0,17
3. WoM Strategy: Actionable Insights 3.756 BuzzReports Packaging Change Line Extensions BuzzPolls Usage Tips Recipe Suggestions
WoM ≠ ‘Like’ & ‘Fans’ Ask Thomas Hutter !
 WoM ≠ 9 out of 10… “Willem’s presentation at GS1’s SMM Tag was the best ever given anywhere. And he is very, very handsome”  I. Maginary, SMMT Attendant Buy 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.
More (questions) ? Mark Leinemann & mark@buzzer.biz www.slideshare.net/sodderland/smmt2010

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Word of Mouth: the Currency of Social Media

  • 1. Word of Mouth The currency of social media Social Media Marketing Tag Switzerland, 8 september 2010 Willem Sodderland Founder & CEO of Buzzer
  • 2. Word of Mouth: from Urzeit to Today. Word of Mouth The act of consumers providing information to other consumers. Urzeit 2010 Word of Mouth Marketing Giving people a reason to talk about your products and make it easy to do so.
  • 3. Logic (part 1). Social media ≠ objective. The objective = market success.
  • 4. Word of Mouth = Market Success. “Word of mouth is the primary factor behind 20-50% of all purchasing decisions. And its influence will grow: the digital revolution has amplified its reach” McKinsey, 2010 Your Experiences
  • 5. Logic (part 2). Social media ≠ objective. Objective = market success. Market Success = Word of Mouth Word of Mouth ≠ priority investment = Invest in WoM = max. RoI
  • 6. 3 Musketeers & 1600 Hairdressers &
  • 7. 1. Buzzing Basics & Product Experience Buzzers
  • 8. 2. Boosting Word of Mouth BuzzTools: Storytelling & Conversation Starters
  • 9. 2. Boosting Word of Mouth BuzzTools: ↑Trial & Online WoM
  • 10. 3. WoM Strategy: Monitoring SMM Tools Listening, capturing insights SMM Tools
  • 11. 3. WoM Strategy: Objectives & Metrics Promoters Passives NPS Detractors +40 +2 Before After Consumer Reviews in Google ↑ Net Promoter Score
  • 12. 3. WoM Strategy: Quantity & Quality 2000 450.000 In 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”  
  • 13. 3. WoM Strategy: Cost Per Conversation & RoI { Shipping & Handling G0+G1+G2 € 14,8K 3rd Party € 12, 2K Total WoM Production € 49,5 K Buzzer Fee WoM 450.000 € 76,500 CPC = € 0,17
  • 14. 3. WoM Strategy: Actionable Insights 3.756 BuzzReports Packaging Change Line Extensions BuzzPolls Usage Tips Recipe Suggestions
  • 15. WoM ≠ ‘Like’ & ‘Fans’ Ask Thomas Hutter !
  • 16. WoM ≠ 9 out of 10… “Willem’s presentation at GS1’s SMM Tag was the best ever given anywhere. And he is very, very handsome” I. Maginary, SMMT Attendant Buy 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.
  • 17. More (questions) ? Mark Leinemann & mark@buzzer.biz www.slideshare.net/sodderland/smmt2010