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Word of Mouth Marketing,[object Object],The greatest marketing force as a strategy.,[object Object],Willem Sodderland, Founder & CEO of Buzzer,[object Object],11 November 2009 Rotterdam,[object Object]
What’s wrong with this picture ?,[object Object],Let’s discuss marketing paradigms.,[object Object]
Seduction vs. Matchmaking ,[object Object],My rule of thumb is this: ,[object Object],Every person you turn away because your product or service isn't right for them turns into three great customers down the road. Every bad sale costs you five. 		Seth Godin,[object Object]
The Breakup.,[object Object],Advertiser & Consumer,[object Object]
Word of Mouth Marketing,[object Object],Social marketing,[object Object],Product seeding,[object Object],Twitter marketing,[object Object],Blog marketing,[object Object],Viral marketing,[object Object],Community Marketing,[object Object],Influencer Marketing,[object Object],Stealth Marketing,[object Object],Shilling,[object Object],Pop-up retail,[object Object],Co-creation,[object Object],Crowdsourcing,[object Object],Evangelist Marketing,[object Object],User Generated Content,[object Object],Referral Programs,[object Object],Marketing 2.0, PR 2.0,[object Object],Product Reviews, Testimonials,[object Object],Advertorials & Commercial Content,[object Object],Social networks,[object Object],Branded communities,[object Object],Marketing 5.0 ?,[object Object]
WoM = Open Source Marketing,[object Object],Customer Participation,[object Object],Word of Mouth,[object Object],Marketing,[object Object],Open Source ,[object Object],Marketing,[object Object]
Football Coaches & Car Repair Auctions,[object Object],myfootballclub.co.uk,[object Object],Become a coach and trainer of a football club,[object Object],mijnautoreparatie.nl ,[object Object],Auction your car repair to car repairshops and pick the best ‘bidder’.,[object Object]
Asus: You, me , WE PC,[object Object]
Open Source Politics & Crowdfunding,[object Object],Draft Obama,[object Object],Initiated by volunteers ,[object Object],without Obama’s knowledge,[object Object]
Challenge: how to reach the consumer,[object Object],Advertising,[object Object],Interruption,[object Object],Incredible,[object Object],Mass ‘Push’,[object Object],Vs.,[object Object],Individual,[object Object],Interaction,[object Object],Your Place & Time,[object Object],Credible,[object Object],Word of Mouth,[object Object]
The essence of Word of Mouth.,[object Object],1,[object Object],Advertising makes people curious,[object Object],Word of Mouth makes curious people comfortable to buy,[object Object],3,[object Object],2,[object Object],Product experiences create word of mouth,[object Object]
WWWoM...,[object Object],"Advertising has been supplanted as the chief shaper of consumer attitudes by word of mouth, which today's ,[object Object],Web-linked consumer communities have put on overdrive”,[object Object],C.K. Prahalad, Venkat Ramaswamy, The Future of Competition,[object Object]
WoM only for exceptional products...?,[object Object],Forum for ‘Funeral Consumers’,[object Object],“My mother will die ‘out of state’. How best to handle this, what about insurance ?”,[object Object],Every product, service or experience will create word of mouth. ,[object Object],The question is not how you compare to the iPhone, but to your competitor.,[object Object]
How to survive in the new marketing arena?,[object Object],Ignore the ,[object Object],new rules,[object Object]
The iFake.,[object Object],Actors in queue,[object Object],TMobile hires actors to stand in line for an iPhone shop.,[object Object]
You know what, let’s,[object Object]
Guaranteed positive WoM: Get Rich Quick !,[object Object],“Willem’s presentation at the RSM MBA class was the best ever held in any class. And he is very, very handsome” ,[object Object],I. Maginary, RSM MBA participant,[object Object],Buy Willem Now !,[object Object],(limited pieces left),[object Object],9 out of 10 people* that did not see the presentation said it would have improved the quality of their lives if they had witnessed it. ,[object Object],* Tested among a sample of hypothetical people.,[object Object]
How to survive in the new marketing arena?,[object Object],Ignore the ,[object Object],new rules,[object Object],Take the first baby-steps ,[object Object]
Canon: real product experiences,[object Object],Uploadyourphoto and receive the picture printed,[object Object],On the photoprinteryouconsiderbuying,[object Object]
3 Musketeers & 1600 Hairdressers,[object Object]
How to survive in the new marketing arena?,[object Object],Ignore the ,[object Object],new rules,[object Object],Take the first baby-steps ,[object Object],jWalk with a destination in mind,[object Object]
The Slow & Irreversible WoM Revolution.,[object Object],1st agency Europe,[object Object],Benelux, Germany & Russia,[object Object],75+ Campaigns,[object Object],Broad Portfolio,[object Object],Womma Member ,[object Object],Specialised in ,[object Object],BuzzTools & Storytelling,[object Object],...and Buzzer does this ,[object Object],for a living ; ),[object Object],WoM Marketing helps brands use the full potential of word of mouth and user engagement...,[object Object]
Buzzer: Product, Story & Buzz,[object Object],Online,[object Object],Product-experience ,[object Object],& BuzzTools,[object Object],The brand,[object Object],Generate Trial & Buzz,[object Object],(The market),[object Object],(selected consumers),[object Object],Feedback on Product & Marketing,[object Object],Offline,[object Object],(the buzzer platform),[object Object]
Buzzer Campaign Concept,[object Object],Buzz Boosting,[object Object],BuzzKit,[object Object],Stimulate, report and  communicate,[object Object],Product & Objectives,[object Object],Equip Buzzers,[object Object],BUZZER PLATFORM,[object Object],Tracking,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],€,[object Object],,[object Object],€,[object Object],,[object Object],,[object Object],,[object Object],€,[object Object],,[object Object],€,[object Object],€,[object Object],,[object Object],€,[object Object],,[object Object],,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],,[object Object],,[object Object],€,[object Object],,[object Object],€,[object Object],,[object Object],€,[object Object],€,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],,[object Object],,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],24/7 Client Cockpit ,[object Object],Buzzers buzz…,[object Object],Selection Buzzers,[object Object],€,[object Object],€,[object Object],,[object Object],€,[object Object],,[object Object],€,[object Object],,[object Object],,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object],€,[object Object]
More Control, Greater Reach & Impact,[object Object],,[object Object],,[object Object],Organic WoM,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],+,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],+,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],+,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],+,[object Object],,[object Object],,[object Object],,[object Object],WoM 2.0,[object Object],With faster, higher   reach & impact,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],+,[object Object],+,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],+,[object Object],Buzzer WoM,[object Object],+,[object Object],+,[object Object],+,[object Object],BuzzTools,[object Object],Tools to ↑ WoM, Trial & Story,[object Object],Buzzers,[object Object],Selected, highly,[object Object],motivated users,[object Object],Dialogue,[object Object],Interaction to ↑ ínvolvement,[object Object]
Buzzable Blind Tasting Session.,[object Object]
Buzz(er) without limits.,[object Object],Services,[object Object],Food & Drinks,[object Object],Health & Wellness,[object Object],Web,[object Object],Electronics,[object Object],Entertainment,[object Object]
Case: OMO Small & Mighty,[object Object],Elements,[object Object],2 * concentrated,[object Object],3000 Buzzers,[object Object],3 months,[object Object],Create Trial,[object Object],Beat Ariel,[object Object],Change behaviour,[object Object],Measure !,[object Object]
Experience the product & share it!,[object Object],Buzzers receive enough product to experience the product indepth,[object Object],Consumers ever smarter and more critical…,[object Object],“Consumers are bombarded with advertising, but they see through it ever faster. The product experience trumps the brand when it gets to influencing buying behaviour”,[object Object],Guy de Sévaux - Research International ,[object Object],‘Buzzed’ people receive samples that help tell the story...,[object Object]
Turn the laundry into a conversation,[object Object],Whitewashing: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000,[object Object],Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…,[object Object]
Conversation starters,[object Object],T-shirts for kids with small & mighty visuals ,[object Object],that get people to ask questions,[object Object]
A powerful story: make the claim real.,[object Object],Prove convenience ? Hold your old detergent and Small & Mighty in your stretched arms and see how long you can hold both…,[object Object]
Storytelling through actions,[object Object],Photo-award: send in a picture that shows the benefits for ,[object Object],the environment of using Klein & Kräftig,[object Object]
The Buzzer as Micro Marketeer,[object Object],Buzzers make,[object Object],25 mini-BuzzKits and hand these out with their own story,[object Object],‘Buzzed’ consumers fill out a questionnaire online,[object Object]
Show me the money.,[object Object],1,[object Object],>150,[object Object],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. ,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],,[object Object],“The reach of buzzing is huge”,[object Object],,[object Object],,[object Object]
Campaign Impact - 4000 Buzzers,[object Object],G0,[object Object],G1,[object Object],G2,[object Object],G0+G1+G2,[object Object],WoM ,[object Object],Interaction,[object Object],WoM ,[object Object],Trial ,[object Object],Buzzers,[object Object],WoM Reach,[object Object],Total WoM,[object Object],60.000,[object Object],4.000,[object Object],60.000,[object Object],Factor 6,[object Object],Factor 4,[object Object],600.000,[object Object],723.000,[object Object],120.000,[object Object],WoM  interaction ,[object Object],Buzzer - Consumer,[object Object],WoM interaction,[object Object],‘Buzzee’ - Consumer,[object Object],Total WoM ,[object Object],[object Object]
Factor 6 based on research into impact Buzzer campaigns
Factor 4 based on International research,[object Object]
How do I know WoM marketing is worth it ?,[object Object],Management Information,[object Object],[object Object]
€ Value/NPS↑Quantity (reach),[object Object],Quality (impact),[object Object],[object Object]
Reports
Online buzz tools
G2 factor 4 (research)
Intensity interaction
Awareness facts
NPS
Buying behaviourG0,[object Object],G1,[object Object],G2,[object Object],G3,[object Object],Bzz.,[object Object],Bzz.,[object Object],Bzz.,[object Object],Bzz.,[object Object],Bzz.,[object Object],Bzz.,[object Object]
WoM can be learned, organised,[object Object],Tools,[object Object],Ideas,[object Object],Media & Logistics,[object Object],Access to Consumers,[object Object],Seed products,[object Object],Conversation starters,[object Object],Storytelling, ,[object Object],WoM campaigns/programs,[object Object],Facilitate collaboration,[object Object],Software, tech-tools,[object Object],Measure, research, ,[object Object],analyse, consulting ,[object Object],Word of mouth from marketeers !,[object Object],Churchofthe,[object Object],`customer.com,[object Object],Blogs,[object Object],Creative,[object Object],Platform,[object Object],Insights,[object Object]

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