Word of Mouth Marketing<br />The greatest marketing force as a strategy.<br />Jorien Langebroek<br />WoM Wisdom Worker @  ...
What’s wrong with this picture ?<br />Let’s discuss marketing paradigms.<br />
Word of Mouth Marketing<br />Social marketing<br />Product seeding<br />Twitter marketing<br />Blog marketing<br />Viral m...
WoM = Open Source Marketing<br />Customer Participation<br />Word of Mouth<br />Marketing<br />Open Source <br />Marketing...
Football Coaches & Car Repair Auctions<br />myfootballclub.co.uk<br />Become a coach and trainer of a football club<br />m...
Open Source Politics & Crowdfunding<br />Draft Obama<br />Initiated by volunteers <br />without Obama’s knowledge<br />
Experiment. Then jump in big.<br />Traditional Pepsi<br />Social Pepsi<br />
Challenge: how to reach the consumer<br />Advertising<br />Interruption<br />Incredible<br />Mass ‘Push’<br />Vs.<br />Ind...
The essence of Word of Mouth.<br />1<br />Advertising makes people curious<br />Word of Mouth makes curious people comfort...
WWWoM...<br />&quot;Advertising has been supplanted as the chief shaper of consumer attitudes by word of mouth, which toda...
The Slow & Irreversible WoM Revolution.<br />1st agency Europe<br />Benelux , Germany<br />Switzerland & Austria<br />+/- ...
3 Musketeers & 1600 Hairdressers<br />
Buzzer: Product, Story & Buzz<br />Online<br />Product-experience <br />& BuzzTools<br />The brand<br />Generate Trial & B...
Buzzer Campaign Concept<br />Buzz Boosting<br />BuzzKit<br />Stimulate, report and  communicate<br />Product & Objectives<...
More Control, Greater Reach & Impact<br /><br /><br />Organic WoM<br /><br /><br /><br /><br />+<br /><br /><br...
Spreading the buzz…<br />€<br />€<br />€<br />€<br />€<br /># gebuzzed<br />Involve Inner Circle<br />Create Conversa...
360º dialogue with the Buzzers <br />Link BuzzKit<br />Link BuzzMail<br />Polls<br />BuzzKit<br />BuzzMails<br />Online Bu...
BuzzTips
BuzzableFacts
Product
Samples
BuzzTools
Priorities
Actions, reminders
BuzzTips
Involvement
Feedback
Education
Buzz easier, more effectively & with more fun</li></ul>BuzzTools<br />
Online Buzz<br />BuzzTips for <br />online buzzing<br />Buzzer Bloggers<br />Action websites<br />Google Maps, other socia...
A game starts a conversation & tells the story...<br />Dove Hairminimising: feel less need to shave your armpit. <br />Pla...
Buzz(er) without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainm...
Time to Buzz ?<br />Boost market adoption through Trial and Buzz<br />Grow through new use,  extensions & segments<br />Te...
Information Flows<br />Buzzers design spontaneous polls offline & online<br />Buzzreports: feedback, questions, buzzstorie...
Informal Information<br />
De Net Promoter Score: WoM & Groei<br />“If growth is what you’re after, you simply need to know what your customers tell ...
Net Promoter Score – Buzzers Before & After<br />BuzzPoll<br />Formula<br />NPS score<br />16%<br />28%<br />Promoters (9-...
Improvement: cap instead of current seal<br />Second improvement: smaller package<br />“Het enige wat we allemaal minder v...
How will Passives (59%) become Promoters...?<br /><ul><li>Passivesappreciate the practical aspects
Passives will become Promoters if:</li></ul>For dailyuse<br /><ul><li> the current seal is changed into a cap
 the price is lowered</li></ul>For specificmoments<br /><ul><li> the current seal is changed into a cap
 200 ml package is introduced</li></ul>N.B: Promoters & Passives have the same points of improvement. <br />Thus, if above...
Opportunity 1: New Metrics<br />Management Information<br /><ul><li>Cost per Conversation
€ Value/NPS↑</li></ul>Quantity (reach)<br />Quality (impact)<br /><ul><li>G0 - G1 - G2
Reports
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Buzzer, WoM & Blauwselect

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Presentatie voor Blauselect Marketing Intelligence specialisten. Onderwerp: Word of Mouth & Informal/Social Research.

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  • Buzzer, WoM & Blauwselect

    1. 1. Word of Mouth Marketing<br />The greatest marketing force as a strategy.<br />Jorien Langebroek<br />WoM Wisdom Worker @ Buzzer<br />Rotterdam<br />8 February 2010<br />Willem Sodderland <br />Founder & CEO of Buzzer<br />
    2. 2. What’s wrong with this picture ?<br />Let’s discuss marketing paradigms.<br />
    3. 3. Word of Mouth Marketing<br />Social marketing<br />Product seeding<br />Twitter marketing<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 />
    4. 4. WoM = Open Source Marketing<br />Customer Participation<br />Word of Mouth<br />Marketing<br />Open Source <br />Marketing<br />
    5. 5. Football Coaches & Car Repair Auctions<br />myfootballclub.co.uk<br />Become a coach and trainer of a football club<br />mijnautoreparatie.nl <br />Auction your car repair to car repairshops and pick the best ‘bidder’.<br />
    6. 6. Open Source Politics & Crowdfunding<br />Draft Obama<br />Initiated by volunteers <br />without Obama’s knowledge<br />
    7. 7. Experiment. Then jump in big.<br />Traditional Pepsi<br />Social Pepsi<br />
    8. 8. Challenge: how to reach the consumer<br />Advertising<br />Interruption<br />Incredible<br />Mass ‘Push’<br />Vs.<br />Individual<br />Interaction<br />Your Place & Time<br />Credible<br />Word of Mouth<br />
    9. 9. The essence of Word of Mouth.<br />1<br />Advertising makes people curious<br />Word of Mouth makes curious people comfortable to buy<br />3<br />2<br />Product experiences create word of mouth<br />
    10. 10. 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 />
    11. 11. The Slow & Irreversible WoM Revolution.<br />1st agency Europe<br />Benelux , Germany<br />Switzerland & Austria<br />+/- 100 Campaigns<br />Broad Portfolio<br />Womma Member <br />BuzzTools & Storytelling<br />...and Buzzer does this <br />for a living ; )<br />WoM Marketing helps brands use the full potential of word of mouth and user engagement...<br />
    12. 12. 3 Musketeers & 1600 Hairdressers<br />
    13. 13. Buzzer: Product, Story & Buzz<br />Online<br />Product-experience <br />& BuzzTools<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 />
    14. 14. Buzzer Campaign Concept<br />Buzz Boosting<br />BuzzKit<br />Stimulate, report and communicate<br />Product & Objectives<br />Equip Buzzers<br />BUZZER PLATFORM<br />Tracking<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br /><br /><br /><br /><br />€<br />€<br />€<br />€<br /><br /><br /><br /><br />€<br /><br />€<br /><br /><br /><br />€<br /><br />€<br />€<br /><br />€<br /><br /><br />€<br />€<br />€<br />€<br /><br /><br />€<br /><br />€<br /><br />€<br />€<br /><br /><br /><br /><br />€<br />€<br />€<br />€<br /><br /><br />€<br />€<br />€<br />€<br />24/7 Client Cockpit <br />Buzzers buzz…<br />Selection Buzzers<br />€<br />€<br /><br />€<br /><br />€<br /><br /><br />€<br />€<br />€<br />€<br />€<br />€<br />
    15. 15. More Control, Greater Reach & Impact<br /><br /><br />Organic WoM<br /><br /><br /><br /><br />+<br /><br /><br /><br /><br /><br /><br /><br />+<br /><br /><br /><br /><br /><br />+<br /><br /><br /><br /><br /><br /><br /><br /><br /><br />+<br /><br /><br /><br />WoM 2.0<br />With faster, higher reach & impact<br /><br /><br /><br /><br /><br /><br /><br /><br /><br />+<br />+<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />+<br />Buzzer WoM<br />+<br />+<br />+<br />BuzzTools<br />Tools to ↑ WoM, Trial & Story<br />Buzzers<br />Selected, highly<br />motivated users<br />Dialogue<br />Interaction to ↑ ínvolvement<br />
    16. 16. Spreading the buzz…<br />€<br />€<br />€<br />€<br />€<br /># gebuzzed<br />Involve Inner Circle<br />Create Conversations & Trial <br />Optimal<br />Product & Story Experience<br />Reach Outer Circle & Online<br />alli....<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br /><br />€<br /><br />€<br />€<br /><br />€<br /><br />€<br />€<br /><br />€<br /><br />€<br />€<br /><br />€<br />€<br /><br />€<br /><br />€<br />€<br /><br />€<br />€<br /><br />€<br />€<br />€<br /><br />€<br />€<br />€<br />Story/Buzz<br />Product WoM<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br /><br />€<br />€<br />€<br /><br />€<br />€<br />€<br />€<br /><br />€<br />€<br />€<br /><br />€<br />€<br />€<br />€<br />€<br /><br />€<br />€<br />€<br /><br />€<br />€<br /><br />€<br /><br />€<br />€<br />€<br />€<br /><br />€<br /><br />€<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br />€<br /><br />€<br />€<br /><br />
    17. 17. 360º dialogue with the Buzzers <br />Link BuzzKit<br />Link BuzzMail<br />Polls<br />BuzzKit<br />BuzzMails<br />Online BuzzKit<br /><ul><li>Story
    18. 18. BuzzTips
    19. 19. BuzzableFacts
    20. 20. Product
    21. 21. Samples
    22. 22. BuzzTools
    23. 23. Priorities
    24. 24. Actions, reminders
    25. 25. BuzzTips
    26. 26. Involvement
    27. 27. Feedback
    28. 28. Education
    29. 29. Buzz easier, more effectively & with more fun</li></ul>BuzzTools<br />
    30. 30. Online Buzz<br />BuzzTips for <br />online buzzing<br />Buzzer Bloggers<br />Action websites<br />Google Maps, other social tools<br />Seed Social Networks<br />Concentrate reviews on hubs<br />Social Network BuzzTools<br />
    31. 31. A game starts a conversation & tells the story...<br />Dove Hairminimising: feel less need to shave your armpit. <br />Play a game: which of these situations hurts your selfconfidence most ? <br />Acts as a conversation starter & articulates the brand promise.<br />
    32. 32. Buzz(er) without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainment<br />
    33. 33. Time to Buzz ?<br />Boost market adoption through Trial and Buzz<br />Grow through new use, extensions & segments<br />Test Product Concept & Finetune Positioning<br />Launch<br />Pre<br />Post<br />
    34. 34. Information Flows<br />Buzzers design spontaneous polls offline & online<br />Buzzreports: feedback, questions, buzzstories<br />Online buzz<br />Polls on action websites (by Buzzees)<br />Filled in Polls<br />Suggestions, questions, answers & encouragement<br />Update on feedback<br />MiniPolls, ‘Buzzee research’<br />Selection & Subscription Polls<br />Questions, concerns as a result of campaign<br />
    35. 35. Informal Information<br />
    36. 36. De Net Promoter Score: WoM & Groei<br />“If growth is what you’re after, you simply need to know what your customers tell their friends about you”<br />Het % van mensen dat je aanraadt is sterk gecorreleerd aan de groei<br />Fred Reichheld – ‘The Ultimate Question’ - HBS Press<br />
    37. 37. Net Promoter Score – Buzzers Before & After<br />BuzzPoll<br />Formula<br />NPS score<br />16%<br />28%<br />Promoters (9-10) (actively recommend)<br />28%<br />54%<br />16%<br />59%<br />15<br />-13<br />13%<br />Passives (7-8)(happy but not actively recommending)<br />30%<br />30%<br />13%<br />Detractors (&lt;7) <br />(will not recommend/diss)<br />Final Poll<br />Subscription Poll<br /> “Howlikely is itthatyouwouldrecommendDreumesmelk 2 K&K to somebodyelse?”<br />
    38. 38. Improvement: cap instead of current seal<br />Second improvement: smaller package<br />“Het enige wat we allemaal minder vonden was de opening, een draaidop zou makkelijker zijn.”<br />Buzzer jo112<br />
    39. 39. How will Passives (59%) become Promoters...?<br /><ul><li>Passivesappreciate the practical aspects
    40. 40. Passives will become Promoters if:</li></ul>For dailyuse<br /><ul><li> the current seal is changed into a cap
    41. 41. the price is lowered</li></ul>For specificmoments<br /><ul><li> the current seal is changed into a cap
    42. 42. 200 ml package is introduced</li></ul>N.B: Promoters & Passives have the same points of improvement. <br />Thus, if above aspects are changed:<br />…this will not affect the amount of Promoters. <br />…the Passiveswill turn intoPromoters.<br />
    43. 43. Opportunity 1: New Metrics<br />Management Information<br /><ul><li>Cost per Conversation
    44. 44. € Value/NPS↑</li></ul>Quantity (reach)<br />Quality (impact)<br /><ul><li>G0 - G1 - G2
    45. 45. Reports
    46. 46. Online buzz tools
    47. 47. G2 factor 4 (research)
    48. 48. Intensity interaction
    49. 49. Awareness facts
    50. 50. NPS
    51. 51. Buying behaviour</li></ul>G0<br />G1<br />G2<br />G3<br />Bzz.<br />Bzz.<br />Bzz.<br />Bzz.<br />Bzz.<br />Bzz.<br />
    52. 52. Case: OMO Small & Mighty<br />Elements<br />2 * concentrated<br />3000 Buzzers<br />3 months<br />Create Trial<br />Beat Ariel<br />Change behaviour<br />Measure !<br />
    53. 53. Campaign Impact - 4000 Buzzers<br />G0<br />G1<br />G2<br />G0+G1+G2<br />WoM <br />Interaction<br />WoM <br />Trial <br />Buzzers<br />WoM Reach<br />Total WoM<br />60.000<br />4.000<br />60.000<br />Factor 6<br />Factor 4<br />600.000<br />723.000<br />120.000<br />WoM interaction <br />Buzzer - Consumer<br />WoM interaction<br />‘Buzzee’ - Consumer<br />Total WoM <br /><ul><li>Based on a BuzzKit with 6x4 Choco Dreams
    54. 54. Factor 6 based on research into impact Buzzer campaigns
    55. 55. Factor 4 based on International research</li></li></ul><li>Cost & CPC (Cost Per Conversation)<br />Shipping & Handling<br />G0+G1+G2<br />€ 34K<br />3rd Party Cost<br />{<br />€ 15K<br />Totale WoM<br />Setup<br />(€ 104,1K)<br />€ 89,1 K<br />Buzzer Cost<br />WoM 723.000<br />€ 138,1K<br />CPC = € 0,19)<br />(Cost per Conversation)<br />
    56. 56. 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 />
    57. 57. Guidebook.<br />
    58. 58. Opportunity 2: Mix Marketing & Social Research<br />Engagement comes from interaction, participation, customisation, personalisation, influence, sharing, openness, vulnerability.<br />
    59. 59. Pijn is Fijn.<br />
    60. 60. Key: Fun, Action, Moderation.<br />500 days before the launch of the Fiat 500, potential customers are invited to create accessories and themes for advertising.<br />
    61. 61. Kriebel.<br />
    62. 62. Match with the Brand: relevance<br />
    63. 63. Be(e) the Buzzer.<br />Word of Mouth Wisdom Worker Jorien will now show you a few BuzzTools...<br />
    64. 64. Q & (hopefully) A<br />
    65. 65. Your mission if you decide to accept it…<br />Product<br />HealthCare<br />Insurance<br />Philips<br />Streamium<br />Sip Beautydrink<br />Braadstomen<br />Social Research Campaign<br /><ul><li>Verzamel op een informele, sociale manier insights
    66. 66. Bouw voort op een productervaring
    67. 67. Denk over add-on marketingbenefits
    68. 68. Make your own decisions, predict what the research will show</li></li></ul><li>Finetune the product.<br />Streamium<br />‘Network Player’. Music from Internet radio and your PC<br />is streamed via Wifi to your stereo. In 6 months, the <br />product will be launched for the wider public <br />using mass communications.<br />Challenges<br />This is a new category. Will ‘Network Player’ work ? You decide.<br />The interface (intuitive, user friendly) is key. This is not Philips forte.<br />You want to be the first in the market but not disappoint the 1st users.<br />
    69. 69. Chicken in the Oven: optimise launch.<br />Maggi Braadstomen<br />A bag. With a herbmix inside. And another bag: an ovenbag. <br />Put a chicken in the bag. With the herbs. 1 hour in the oven. <br />Claim: juicy, great taste, your oven stays clean. You will launch in 2 weeks. <br />You know your competitor will follow in 4 weeks. How do you keep ahead ? Braadstomen starts with 2 varieties, in other markets other mixes exist. <br />The commercial focuses on convenience.<br />Challenges: <br />Actionable insights: on which aspects of the proposition can you take action ?<br />How do you get quick, rich feedback ? Enough to convince your boss...<br />The retail will want to see a quick uptake and understand the potential.<br />
    70. 70. Experiencing your dog’s illness<br />Healthinsurance for Pets<br />Product has been the same for 10 years and is exactly the <br />same as the competition. When your pet becomes ill, they<br />cover the expenses. There is a one time opportunity <br />to keep customers loyal before new players enter the <br />market.<br />Challenges: <br />What if the future lies with people that are not using it now ?<br />Chicken and the egg: internal stakeolders need to see enthusiasm about suggested changes before taking risks (chicken and the egg problem)<br />You want to base decisions on an experience. Challenging with an insurance ?<br />
    71. 71. Beautify your Marketing Communications<br />Sip Beautydrink<br />Nice tasting drink with natural ingredients which <br />claims that it helps improve your skin, make it <br />more beautiful. But. The physical improvement is <br />not tangible, scientific. The product is just in the <br />market and performing ok. You’re launching a <br />Major marketing campaign. What should it be about ?<br />Challenges<br />How do you deal with the interesting trio of research, fact & storytelling ? <br />The product experience should include the future marketing message.<br />The company does not know who is buying the product.<br />

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