Buzzer & Yellowcats


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As part of the YellowCats innovation leader program Willem Sodderland and Robbert Cornelissen organised a presentation and workshop around Open Source Marketing, Word of Mouth and Storytelling

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Buzzer & Yellowcats

  1. 1. Open Source Marketing<br />What’s the buzz ?<br />Amsterdam, Yellowcats 30 juni 2009<br />
  2. 2. Vraagje.<br />Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?<br />Schrijf dit nu op en <br />lever in bij Robbert…<br />
  3. 3. Open Source Politics & Crowdfunding<br />Draft Obama<br />Initiated by volunteers <br />without Obama’s knowledge<br />
  4. 4. The world’s most valuable brand<br />“Think about that for a second: the top brand in the world belongs to a player that… ...uhhh…doesn’t advertise”<br />Umair Haque - Harvard Business Review<br />(The Shrinking Advantage of Brands)<br />
  5. 5. Word of Mouth Marketing<br />Social marketing<br />Product seeding<br />Blog marketing<br />Viral marketing<br />Community Marketing<br />Influencer Marketing<br />Stealth Marketing<br />Shilling<br />Pop-up retail<br />Co-creation<br />Crowdsourcing<br />Evangelist Marketing<br />User Generated Content<br />Referral Programs<br />Marketing 2.0, PR 2.0<br />Product Reviews, Testimonials<br />Advertorials & Commercial Content<br />Social networks<br />Branded communities<br />Marketing 5.0 ?<br />
  6. 6. WWWoM...<br />&quot;Advertising has been supplanted as the chief shaper of consumer attitudes by word of mouth, which today&apos;s <br />Web-linked consumer communities have put on overdrive”<br />C.K. Prahalad, Venkat Ramaswamy, The Future of Competition<br />
  7. 7. The real World of Social Networks<br />Online Social Networks<br />10%<br />90%<br />Pets/Park<br />Volunteers<br />Pub<br />Train<br />Train<br />Family<br />Work<br />Football<br />Online Social Networks<br />Traffic Jam<br />University<br />School<br />Library<br />Beach<br />
  8. 8. WoM & Open Source Marketing<br />Client Participation Marketing<br />Consumer driven Marketing<br />Word of Mouth<br />Marketing<br />Open Source <br />Marketing<br />
  9. 9. Buzzer leads the WoM Revolution.<br />1st agency Europe<br />Benelux & DE<br />75+ Campaigns<br />Broad Portfolio<br />Womma Member <br />BuzzTools & Storytelling<br />...and Buzzer knows how <br />to do just that.<br />WoM Marketing helps brands use the full potential of word of mouth and user engagement...<br />
  10. 10. What can you do to leverage WoM ?<br />Create a more buzzable product <br />(build buzz into it)<br />Facilitate product experiences <br />(most powerful WoM)<br />Tell a story <br />(more (reason) to share)<br />Supply BuzzTools <br />(product & story travel better)<br />Co-create <br />(involvement boosts everything)<br />Online<br />The brand<br />(The market)<br />Offline<br />social marketing tools help you reach clients effectively and gain actionable insights to optimise product/marketing<br />
  11. 11. Marmite: storytelling<br />
  12. 12. Social networks: Radio Shack & Facebook<br />A customFacebookapplicationcreates a mosaïc of yourFriends’ pictures, promoting two digital cameras<br />
  13. 13. B-B Co-creation<br />Thousands of programmers are creating applications for the iPhone...<br />
  14. 14. Canon TryOut Photo – Experience the Product<br />Uploadyourphoto and receive the picture printed<br />On the photoprinteryouconsiderbuying<br />
  15. 15. The Get Rich Quick Scheme !<br />“Willem’s presentation for Yellowcats was the best ever held in any conference. And he is very, very handsome” <br />I. Maginary, Yellowcat participant<br />Buy Willem Now !<br />(limited pieces left)<br />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. <br />* Tested among a sample of hypothetical people.<br />
  16. 16. Buzzer: Product, Story & Buzz<br />Online<br />Product-experience <br />& Story<br />The brand<br />Generate Trial & Buzz<br />(The market)<br />(selected consumers)<br />Feedback on Product & Marketing<br />Offline<br />(the buzzer platform)<br />
  17. 17. Buzz(er) without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainment<br />
  18. 18. OMO Klein & Krachtig<br />Elements<br />2 * concentrated<br />3000 Buzzers<br />3 months<br />Create Trial<br />Beat Ariel<br />Change behaviour<br />Measure !<br />
  19. 19. Experience the product & share it!<br />Buzzers receive enough product to experience the product indepth<br />Consumers ever smarter and more critical…<br />“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”<br />Guy de Sévaux - Research International <br />‘Buzzed’ people receive samples that help tell the story...<br />
  20. 20. Turn the laundry into a conversation<br />Witwassen: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000<br />Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…<br />
  21. 21. Conversation starters<br />T-shirts for kids with small & mighty visuals <br />that get people to ask questions<br />
  22. 22. Make the claim real.<br />Prove convenience ? Hold your old detergent and Klein&Kräftig in your stretched arms and see how long you can hold both…<br />
  23. 23. Storytelling through actions<br />Photo-award: send in a picture that shows the benefits for <br />the environment of using Klein & Kräftig<br />
  24. 24. The Buzzer as Micro Marketeer<br />Buzzers make<br />25 mini-BuzzKits and hand these out with their own story<br />‘Buzzed’ consumers fill out a questionnaire online<br />
  25. 25. Show me the money.<br />1<br />&gt;150<br />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. <br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />“The reach of buzzing is huge”<br /><br /><br />
  26. 26. Q and maybe A<br />Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ?<br />Reality check…<br />
  27. 27. Your mission if you decide to accept it…<br />HealthCare<br />Insurance<br />Lego Disposables<br />Sip Beautydrink<br />Product<br />Campaign<br /><ul><li>Bedenk een ‘campagne’ of programma waarbij je verschillende sociale marketingtools inzet
  28. 28. Focus op product experience en delen/reizen
  29. 29. Presenteer welke keuzes je hebt gemaakt en waarom</li></li></ul><li>Pets & Insurance<br />HealthCare Insurance for Pets<br />The current policy reimburses costs of a vet and medicine <br />when your pet gets ill. Comparable to competition.<br />Challenges: <br />How to create a product experience (if you do not intend to make pets ill) ? <br />What story is interesting enough to share with others ?<br />
  30. 30. Lego & Disposables<br />Plug & Play Lego Disposables<br />Disposables that can be stuck on a tray like Lego. <br />Initial target clients airline industry, Horeca etc.<br />Challenges<br />The product is bought B-B but used by consumers. <br />What is the product experience you focus on: end-user or ‘buyer’<br />How do you get relevant WoM to reach the decision makers ?<br />
  31. 31. Drinks & Beauty<br />Sip Beautydrink<br />Nice tasting drink with natural ingredients which <br />claims that it helps improve your skin, make it <br />more beautiful.<br />Challenges<br />The physical improvement is not tangible. How can you still boost the word of mouth based on someone’s user experience ?<br />What will be the story that can be told (and hold up) ?<br />
  32. 32. Example: Enhance Product Buzzability<br />Slagroom<br />Capuccino<br />schuim<br />