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How does Word of Mouth fuel Social Commerce ?

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How does word of mouth relate to commerce via social networks ? That's what Willem Sodderland, Founder & CEO of Buzzer, talks about in this presentation. This presentation was given in Wiesbaden on 22 June 2011 at the Social Commerce conference from Horizont.

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How does Word of Mouth fuel Social Commerce ?

  1. 1. Word of Mouth Marketing<br />It’s not what people hear, it’s what they repeat.<br />slideshare.net/sodderland/socialcommerce2011<br />Willem Sodderland, Founder & CEO of Buzzer<br />
  2. 2. 2002: 50 juicy ambassadors.<br />
  3. 3. 2011: 125.000 Buzzers<br />Word of Mouth Marketing<br />Giving people a reason to talk about <br />products and make it easy to do so.<br />
  4. 4. 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 />
  5. 5. Buzz(er) 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. Social Commerce: cashing in on the buzz ?<br />
  8. 8. Wet snow.<br />“When you broadcast your message, your audience may not be home”<br />Steve Rubel, SVP, Director of Insights for Edelman Digital<br />150 million per day<br />1 billion per day<br />
  9. 9. Trust on social networks ?<br />
  10. 10. Credibility & Recommendations...<br />Q: What makes recommendations credible ?<br />Product experiences !<br />
  11. 11. Influence & Reviews<br />Q: What shapes your opinion most ?<br />Detailed reviews !<br />
  12. 12. Likes ≠ Fans<br />“70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to market to them”<br />
  13. 13. Sharing & Attention<br />≠<br />
  14. 14. The future of ‘Like’ ?<br />
  15. 15. The Magical Formula...<br />+<br />=<br />
  16. 16. The right Buzzers.<br />&<br />
  17. 17. Make it buzzable.<br />
  18. 18. Start a conversation.<br />
  19. 19. Tell a (shitty) Story.<br />Help, my baby is shrinking !<br />
  20. 20. Socialize the Story (and sell a kidney).<br />Would you save my life ? <br />Question that triggers social network friends to become organ donors.<br />
  21. 21. Make trying (chicken) an adventure.<br />
  22. 22. The Hunt for Huhntersuchers<br />
  23. 23. Strengthen Social Search<br />Consumer Reviews in Google<br />
  24. 24. Realize Returns with Real Reviews. <br />Virtual<br />Experience<br />Buzz<br />Conversion<br />Real<br />
  25. 25. Talk about a Taboo...<br />Dove Hairminimising: feel less need to shave your armpit. <br />What embarasses you most ?<br />Try it out for yourself !<br />
  26. 26. Spinach Teeth on Facebook...<br />
  27. 27. Turning Bad Buzz into Good buzz...<br />After how many times brushing does the tickling go away ?<br />
  28. 28. Huuuuuhh ?<br />
  29. 29. Personalizedstorytelling glides on.<br />
  30. 30. Show me the money.<br />10.000 Buzzers<br />30.000 Buzzees<br />30% <br />1product, 1 theme<br />55.000 Trials<br />21% <br />1.800.000<br />WoM interactions<br />70.000 online posts<br />
  31. 31. Art & Attention in Word of Mouth<br /><ul><li>Conversation Starters
  32. 32. Pimped Product (Experience)
  33. 33. Trial Adventures
  34. 34. Brilliant Bad Buzz
  35. 35. Claim Experiences</li></ul>Buzz<br />Buzz<br />Buzz<br />Buzz<br />Buzz!<br />Buzz<br />Buzz<br />Buzz<br />Buzz<br />Buzz<br />BuzzTools TM<br />
  36. 36. Thanks. The buzz starts here.<br />@sodderland<br />sodderland<br />Willem_Sodderland<br />willem@buzzer.biz<br />sodderland<br />slideshare.net/sodderland/socialcommerce2011<br />

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