The document discusses the evolution and impact of word-of-mouth marketing, emphasizing its effectiveness compared to traditional advertising. It highlights the importance of product experiences and storytelling in generating buzz and consumer engagement. Various strategies, examples, and the significance of 'buzzers' in promoting products are included, illustrating how to turn negative perceptions into positive discussions.

1. Word of Mouth MarketingWhat’s the buzz ?slideshare.net/sodderland/voiceofbrandsWillem Sodderland, Founder & CEO of Buzzer

2. Buzz in the Stone AgeWord of MouthThe act of consumers providing information to other consumers.

3. 2002: 50 juicy ambassadors.

4. 2011: 125.000 BuzzersWord of Mouth MarketingGiving people a reason to talk about products and make it easy to do so.

5. Traditional vs. Social Marketing+Attention • RelevanceCredibility • Interaction

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

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

9. WoM = Get Rich Quick ?+=

10. 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

11. Sharing & Attention≠

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. The future of ‘Like’ ?

14. Word of Mouth Marketing is an art.

15. The right Buzzers.&

16. Buzzable garbage.

17. Build more buzz into the product.iPod.HealthCare Insurance for PetsWhen your pet gets ill, they pay you. Where’s the buzz ?

18. Shitty Storytelling.Help, my baby is shrinking !

19. Bags that start a conversation.

20. Share a kidney in social media ?Would you save my life ? Question that triggers social network friends to become organ donors.

21. Trying chicken: an adventure.

22. Huhntersuchers in the oven

23. Buzzable Blind Tasting Session.

24. Make the taboo talk of the townDove Hairminimising: feel less need to shave your armpit. “Most Embarassing Moments”

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

26. 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…

27. Blend Brand & Personal Storytelling.. Buzzers taste Mei Asia, share memories and small games during An Evening in Asia. Extended onto the Mei Asia Blog.

28. From online to offline buzz.

29. Huuuuuhh ?

30. Mass customised storytelling

31. Art & Attention in Word of MouthConversation Starters

32. Pimped Product (Experience)

33. Trial Adventures

34. Brilliant Bad Buzz