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Buzzer @ CREA Workshops 2009


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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.

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Buzzer @ CREA Workshops 2009

  1. 1. Word of Mouth Marketing<br />The greatest marketing force as a strategy.<br />Willem Sodderland, Founder & CEO of Buzzer<br />CREA Fachworkshop 2009<br />24 September 2009, Hamburg<br />
  2. 2. What’s wrong with this picture ?<br />Let’s discuss marketing paradigms.<br />
  3. 3. The Breakup.<br />Advertiser & Consumer<br />
  4. 4. 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 />
  5. 5. WoM = Open Source Marketing<br />Customer Participation<br />Word of Mouth<br />Marketing<br />Open Source <br />Marketing<br />
  6. 6. Football Coaches & Car Repair Auctions<br /><br />Become a coach and trainer of a football club<br /> <br />Auction your car repair to car repairshops and pick the best ‘bidder’.<br />
  7. 7. Asus: You, me , WE PC<br />
  8. 8. Open Source Politics & Crowdfunding<br />Draft Obama<br />Initiated by volunteers <br />without Obama’s knowledge<br />
  9. 9. 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 />
  10. 10. 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 />
  11. 11. 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 />
  12. 12. How to survive in the new marketing arena?<br />Ignore the <br />new rules<br />
  13. 13. The iFake.<br />Actors in queue<br />TMobile hires actors to stand in line for an iPhone shop.<br />
  14. 14. You know what, let’s<br />
  15. 15. How to survive in the new marketing arena?<br />Ignore the <br />new rules<br />Take the first baby-steps <br />
  16. 16. Canon: real product experiences<br />Uploadyourphoto and receive the picture printed<br />On the photoprinteryouconsiderbuying<br />
  17. 17. Joop‘s 1600 Hairdressers<br />3 Musketeers & Hairdressers<br />
  18. 18. How to survive in the new marketing arena?<br />Ignore the <br />new rules<br />Take the first baby-steps <br />jWalk with a destination in mind<br />
  19. 19. The Slow & Irreversible WoM Revolution.<br />1st agency Europe<br />Benelux, Germany & Russia<br />75+ Campaigns<br />Broad Portfolio<br />Womma Member <br />Specialised in <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 />
  20. 20. 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 />
  21. 21. 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 />
  22. 22. 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 />
  23. 23. Buzzable Blind Tasting Session.<br />
  24. 24. Buzz(er) without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainment<br />
  25. 25. 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 />
  26. 26. 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 />
  27. 27. Campaign Impact - 4000 Buzzers<br />G0<br />G1<br />G1<br />G0+G1+G2<br />WoM <br />Interactie<br />WoM <br />Trial <br />Buzzers<br />WoM Reach<br />Totale 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 interactie <br />Buzzer - Consument<br />WoM interactie<br />‘Buzzee’ - Consument<br />Totale WoM <br /><ul><li>Gebaseerd op BuzzKit met 6x4 Choco Dreams
  28. 28. Factor 6 gebaseerd op onderzoek naar impact Buzzercampagnes
  29. 29. Factor 4 gebaseerd op Internationaal onderzoek </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 />
  30. 30. Q & (hopefully) A<br />
  31. 31. The buzz starts now !<br />Kontaktiere Torsten Panzer unter und erfahre <br />mehr über die Möglichkeiten <br />Deine Marke zu buzzen. <br />Willem’s Presentation:<br />Visit our website and listen to Torsten’s presentation:<br />
  32. 32. Contact<br /><br />