The document discusses word of mouth marketing and its evolution from 2002 to 2011, emphasizing the importance of creating product experiences that encourage consumer discussion. It highlights the role of social commerce in leveraging trust and credibility through recommendations and detailed reviews. The author, Willem Sodderland of Buzzer, stresses the need for engaging storytelling to generate conversation and buzz around products.

1. Word of Mouth MarketingIt’s not what people hear, it’s what they repeat.slideshare.net/sodderland/socialcommerce2011Willem Sodderland, Founder & CEO of Buzzer

2. 2002: 50 juicy ambassadors.

3. 2011: 125.000 BuzzersWord of Mouth MarketingGiving people a reason to talk about products and make it easy to do so.

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

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

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. Social Commerce: cashing in on the buzz ?

8. 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

9. Trust on social networks ?

10. Credibility & Recommendations...Q: What makes recommendations credible ?Product experiences !

11. Influence & ReviewsQ: What shapes your opinion most ?Detailed reviews !

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. Sharing & Attention≠

14. The future of ‘Like’ ?

15. The Magical Formula...+=

16. The right Buzzers.&

17. Make it buzzable.

18. Start a conversation.

19. Tell a (shitty) Story.Help, my baby is shrinking !

20. Socialize the Story (and sell a kidney).Would you save my life ? Question that triggers social network friends to become organ donors.

21. Make trying (chicken) an adventure.

22. The Hunt for Huhntersuchers

23. Strengthen Social SearchConsumer Reviews in Google

24. Realize Returns with Real Reviews. VirtualExperienceBuzzConversionReal

25. Talk about a Taboo...Dove Hairminimising: feel less need to shave your armpit. What embarasses you most ?Try it out for yourself !

26. Spinach Teeth on Facebook...

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

28. Huuuuuhh ?

29. Personalizedstorytelling glides on.

30. Show me the money.10.000 Buzzers30.000 Buzzees30% 1product, 1 theme55.000 Trials21% 1.800.000WoM interactions70.000 online posts

31. Art & Attention in Word of MouthConversation Starters

32. Pimped Product (Experience)