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. Word of Mouth MarketingThe greatest marketing force as a strategy.Willem Sodderland, Founder & CEO of BuzzerCREA Fachworkshop 200924 September 2009, Hamburg
- 2. What’s wrong with this picture ?Let’s discuss marketing paradigms.
- 3. The Breakup.Advertiser & Consumer
- 4. Word of Mouth MarketingSocial marketingProduct seedingTwitter marketingBlog marketingViral marketingCommunity MarketingInfluencer MarketingStealth MarketingShillingPop-up retailCo-creationCrowdsourcingEvangelist MarketingUser Generated ContentReferral ProgramsMarketing 2.0, PR 2.0Product Reviews, TestimonialsAdvertorials & Commercial ContentSocial networksBranded communitiesMarketing 5.0 ?
- 5. WoM = Open Source MarketingCustomer ParticipationWord of MouthMarketingOpen Source Marketing
- 6. Football Coaches & Car Repair Auctionsmyfootballclub.co.ukBecome a coach and trainer of a football clubmijnautoreparatie.nl Auction your car repair to car repairshops and pick the best ‘bidder’.
- 7. Asus: You, me , WE PC
- 8. Open Source Politics & CrowdfundingDraft ObamaInitiated by volunteers without Obama’s knowledge
- 9. Challenge: how to reach the consumerAdvertisingInterruptionIncredibleMass ‘Push’Vs.IndividualInteractionYour Place & TimeCredibleWord of Mouth
- 10. The essence of Word of Mouth.1Advertising makes people curiousWord of Mouth makes curious people comfortable to buy32Product 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 queueTMobile 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 rulesTake the first baby-steps
- 16. Canon: real product experiencesUploadyourphoto and receive the picture printedOn the photoprinteryouconsiderbuying
- 17. Joop‘s 1600 Hairdressers3 Musketeers & Hairdressers
- 18. How to survive in the new marketing arena?Ignore the new rulesTake the first baby-steps jWalk with a destination in mind
- 19. The Slow & Irreversible WoM Revolution.1st agency EuropeBenelux, Germany & Russia75+ CampaignsBroad PortfolioWomma 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 & BuzzOnlineProduct-experience & BuzzToolsThe brandGenerate Trial & Buzz(The market)(selected consumers)Feedback on Product & MarketingOffline(the buzzer platform)
- 21. Buzzer Campaign ConceptBuzz BoostingBuzzKitStimulate, report and communicateProduct & ObjectivesEquip BuzzersBUZZER PLATFORMTracking€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€24/7 Client Cockpit Buzzers buzz…Selection Buzzers€€€€€€€€€€
- 22. More Control, Greater Reach & ImpactOrganic WoM++++WoM 2.0With faster, higher reach & impact+++Buzzer WoM+++BuzzToolsTools to ↑ WoM, Trial & StoryBuzzersSelected, highlymotivated usersDialogueInteraction to ↑ ínvolvement
- 23. Buzzable Blind Tasting Session.
- 24. Buzz(er) without limits.ServicesFood & DrinksHealth & WellnessWebElectronicsEntertainment
- 25. Case: OMO Small & MightyElements2 * concentrated3000 Buzzers3 monthsCreate TrialBeat ArielChange behaviourMeasure !
- 26. Show me the money.1>150In 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”
- 27. Campaign Impact - 4000 BuzzersG0G1G1G0+G1+G2WoM InteractieWoM Trial BuzzersWoM ReachTotale WoM60.0004.00060.000Factor 6Factor 4600.000723.000120.000WoM interactie Buzzer - ConsumentWoM interactie‘Buzzee’ - ConsumentTotale WoM Gebaseerd op BuzzKit met 6x4 Choco Dreams
- 28. Factor 6 gebaseerd op onderzoek naar impact Buzzercampagnes
- 29. Factor 4 gebaseerd op Internationaal onderzoek Cost & CPC (Cost Per Conversation)Shipping & HandlingG0+G1+G2€ 34K3rd Party Cost{€ 15KTotale WoMSetup(€ 104,1K)€ 89,1 KBuzzer CostWoM 723.000€ 138,1KCPC = € 0,19)(Cost per Conversation)
- 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/crea2009Visit our website and listen to Torsten’s presentation: de.buzzer.biz