Buzzing Bars in Cologne 2010

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Presentation for the Nutritional & Healthy Bars Conference in Cologne, 3 February 2010. Topic: Word of Mouth Marketing and Open Source Innovation.

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Buzzing Bars in Cologne 2010

  1. 1. Word of Mouth Marketing<br />The greatest marketing force as a strategy.<br />slideshare.net/sodderland/buzzingbars<br />Willem Sodderland <br />Founder & CEO of Buzzer<br />Cologne<br />3 February 2010<br />
  2. 2. What’s wrong with this picture ?<br />Let’s discuss marketing paradigms.<br />
  3. 3. Word of Mouth Marketing<br />Co-creation<br />Crowdsourcing<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 />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. 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 />
  5. 5. Asus: You, me , WE PC<br />
  6. 6. Open Source Politics & Crowdfunding<br />Draft Obama<br />Initiated by volunteers <br />without Obama’s knowledge<br />
  7. 7. Open Source Marketing & WoM<br />Customer Participation<br />Word of Mouth<br />Marketing<br />Open Source <br />Marketing<br />
  8. 8. Advertising vs. Word of Mouth <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. Innovation & Buzz.<br />INNOVATION<br />=<br />BUZZ<br />
  11. 11. Engagement makes innovation social.<br />Engagement comes from interaction, participation, customisation, personalisation, influence, sharing, openness, vulnerability.<br />
  12. 12. Co-creation: fun & relevance.<br />500 days before the launch of the Fiat 500, potential customers are invited to create accessories and themes for advertising.<br />
  13. 13. Experiment. Then jump in big.<br />Traditional Pepsi<br />Social Pepsi<br />
  14. 14. 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 />
  15. 15. Buzzer Campaign Concept<br />BuzzKit<br />Buzz Boosting<br />Equip Buzzers<br />Stimulate, report and communicate<br />Product & Objectives<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 />€<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 />
  16. 16. Crowdsourcing & Co-creation<br />After initial confusion, one Buzzer explained how to best use the trimmer...<br />...and the product usage tips werechangedon the packaging<br />
  17. 17. Open Source Innovation: ‘Drop’<br />
  18. 18. Enhance Product Buzzability<br />Whipped Cream...?<br />Capuccino<br />Something !<br />
  19. 19. Buzz(er) without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainment<br />
  20. 20. Buzzer.biz<br />
  21. 21. The buzz starts here.<br />willem@buzzer.biz<br />torsten@buzzer.biz<br />slideshare.net/sodderland/buzzingbars<br />
  22. 22. Q & (hopefully) A<br />

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