Presentation about Word of Mouth Marketing by Willem Sodderland, Founder & CEO of Buzzer, Europe's leading WoM Marketing agency. As part of the CREA Fachworkshop 2009 in Hamburg, Germany.

1. Word of Mouth Marketing The greatest marketing force as a strategy. Willem Sodderland, Founder & CEO of Buzzer CREA Fachworkshop 2009 24 September 2009, Hamburg

2. What’s wrong with this picture ? Let’s discuss marketing paradigms.

3. The Breakup. Advertiser & Consumer

4. Word of Mouth Marketing Social marketing Product seeding Twitter marketing Blog marketing Viral marketing Community Marketing Influencer Marketing Stealth Marketing Shilling Pop-up retail Co-creation Crowdsourcing Evangelist Marketing User Generated Content Referral Programs Marketing 2.0, PR 2.0 Product Reviews, Testimonials Advertorials & Commercial Content Social networks Branded communities Marketing 5.0 ?

5. WoM = Open Source Marketing Customer Participation Word of Mouth Marketing Open Source Marketing

6. Football Coaches & Car Repair Auctions myfootballclub.co.uk Become a coach and trainer of a football club mijnautoreparatie.nl Auction your car repair to car repairshops and pick the best ‘bidder’.

7. Asus: You, me , WE PC

8. Open Source Politics & Crowdfunding Draft Obama Initiated by volunteers without Obama’s knowledge

9. Challenge: how to reach the consumer Advertising Interruption Incredible Mass ‘Push’ Vs. Individual Interaction Your Place & Time Credible Word of Mouth

10. The essence of Word of Mouth. 1 Advertising makes people curious Word of Mouth makes curious people comfortable to buy 3 2 Product experiences create word of mouth

11. WWWoM... "Advertising has been supplanted as the chief shaper of consumer attitudes by word of mouth, which today's Web-linked consumer communities have put on overdrive” C.K. Prahalad, Venkat Ramaswamy, The Future of Competition

12. How to survive in the new marketing arena? Ignore the new rules

13. The iFake. Actors in queue TMobile hires actors to stand in line for an iPhone shop.

14. You know what, let’s

15. How to survive in the new marketing arena? Ignore the new rules Take the first baby-steps

16. Canon: real product experiences Uploadyourphoto and receive the picture printed On the photoprinteryouconsiderbuying

17. Joop‘s 1600 Hairdressers 3 Musketeers & Hairdressers

18. How to survive in the new marketing arena? Ignore the new rules Take the first baby-steps jWalk with a destination in mind

19. The Slow & Irreversible WoM Revolution. 1st agency Europe Benelux, Germany & Russia 75+ Campaigns Broad Portfolio Womma Member Specialised in BuzzTools & Storytelling ...and Buzzer does this for a living ; ) WoM Marketing helps brands use the full potential of word of mouth and user engagement...

20. Buzzer: Product, Story & Buzz Online Product-experience & BuzzTools The brand Generate Trial & Buzz (The market) (selected consumers) Feedback on Product & Marketing Offline (the buzzer platform)

21. Buzzer Campaign Concept Buzz Boosting BuzzKit Stimulate, report and communicate Product & Objectives Equip Buzzers BUZZER PLATFORM Tracking € € € € € € € €     € € € €     €  €    €  € €  €   € € € €   €  €  € €     € € € €   € € € € 24/7 Client Cockpit Buzzers buzz… Selection Buzzers € €  €  €   € € € € € €

22. More Control, Greater Reach & Impact   Organic WoM     +        +      +          +    WoM 2.0 With faster, higher reach & impact          + +             + Buzzer WoM + + + BuzzTools Tools to ↑ WoM, Trial & Story Buzzers Selected, highly motivated users Dialogue Interaction to ↑ ínvolvement

23. Buzzable Blind Tasting Session.

24. Buzz(er) without limits. Services Food & Drinks Health & Wellness Web Electronics Entertainment

25. Case: OMO Small & Mighty Elements 2 * concentrated 3000 Buzzers 3 months Create Trial Beat Ariel Change behaviour Measure !

26. Show me the money. 1 >150 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.              “The reach of buzzing is huge”  

28. Factor 6 gebaseerd op onderzoek naar impact Buzzercampagnes

30. Q & (hopefully) A

31. The buzz starts now ! Kontaktiere Torsten Panzer unter torsten@buzzer.biz und erfahre mehr über die Möglichkeiten Deine Marke zu buzzen. Willem’s Presentation: www.slideshare.net/sodderland/crea2009 Visit our website and listen to Torsten’s presentation: de.buzzer.biz

32. Contact willem@buzzer.biz