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Buzzer@Dialogue & Digital Marketing 2010


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Willem Sodderland spoke at the Dialogue & Digital Marketing Day on the

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Buzzer@Dialogue & Digital Marketing 2010

  1. 1. Word of Mouth<br />The Fuel of Social Marketing.<br />Willem Sodderland, Founder & CEO of Buzzer<br />
  2. 2. Buzz about Rocks & fresh Juices.<br />2003<br />Oertijd<br />
  3. 3. WoM: From Phenomenon to Tool<br />2010<br />Tool: Word of Mouth Marketing<br />Giving people a reason to talk about your products and make it easy to do so.<br />Phenomenon: Word of Mouth<br />The act of consumers providing information to other consumers.<br />
  4. 4. 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 />
  5. 5. WoM without limits.<br />Services<br />Food & Drinks<br />Health & Wellness<br />Web<br />Electronics<br />Entertainment<br />
  6. 6. 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 />
  7. 7. Word of Mouth is marketing super power.<br />Buzz…<br /><ul><li>Customised story
  8. 8. Credible sender
  9. 9. On demand
  10. 10. High attention
  11. 11. Dialogue</li></li></ul><li>But WoM is not perfect.<br />Buzz…<br />Slow, talk to few<br />Stops quickly<br />Low quality stories<br />Low impact e-WoM<br />
  12. 12. How can we help WoM ?<br />
  13. 13. More Buzzable Product<br />Whipped Cream...?<br />Capuccino-<br />Something !<br />
  14. 14. The right Buzzers<br />&<br />
  15. 15. Personal stories<br />Upload your photo and receive the picture printed <br />On the photoprinter you consider buying<br />
  16. 16. Mix Brand & Personal Storytelling.<br />. <br />Buzzers proeven Mei Asia, delen herinneringen en doen een Azië quiz tijdens een ‘Avondje Azië’. Wordt vervolgd op de Mei Asia Blog.<br />
  17. 17. The conversation starter<br />Canon…<br />Wear a moustache. You don’t have to start a conversation, everybody else will !<br />
  18. 18. Take away barriers.<br />Dove Hairminimising: feel less need to shave your armpit. <br />Play a game<br />“Which of these situations hurts your selfconfidence most ?“<br />
  19. 19. Deeper product experience.<br />. <br />. <br />User Manuals do not necessarily give you the best product experience.<br />
  20. 20. Claim experiences & Off/Online Flow<br />
  21. 21. How to ‘help’ WoM.<br />Buzzable Product<br />(build buzz into it)<br />Deep Product Experience<br />(higher quality WoM)<br />Great Buzzers<br />(more incentive to share)<br />Conversation Starters<br />(more buzz occasions)<br />Storytelling<br />(more to share)<br />Off – Online Flow<br />(the story continues)<br />Give people a reason <br />to talk about you (more).<br />
  22. 22. Show me the money.<br />2500<br />500.000<br /><ul><li>Mindshare Insights researches impact Buzzer Campaign
  23. 23. Four control groups compared on all variables
  24. 24. Groups: consumers exposed to TV, Sampling, Buzz from Buzzers</li></ul><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />“The reach of buzzing is huge”<br /><br /><br />
  25. 25. WoM ≠ ‘Like’ & ‘Fans’<br />. <br /><ul><li>Customised story
  26. 26. Credible sender
  27. 27. On demand
  28. 28. High attention
  29. 29. Dialogue</li></ul>?<br />
  30. 30. The future of ‘Like’ ?<br />
  31. 31. WoM ≠ 9 out of 10…<br />“Willem’s presentatie bij de D&DM Vakdag was de beste die ooit ergens is gegeven. En hij is ongelofelijk aantrekkelijk !” <br />I. Maginary, D&DM deelnemer<br />Buy Willem Now !<br />(limited pieces left)<br />9 van de 10 mensen* die de presentatie niet zagen gaven aan dat het bijwonen ervan hun levenskwaliteit sterk had kunnen verbeteren. <br />* Getest onder een sample van hypothetische mensen.<br />
  32. 32. Q & (misschien) A<br />
  33. 33. Contact<br /><br />@sodderland<br />@BuzzerNL<br /><br />