accelerator 2011 - word of mouth marketing
TRANSCRIPT
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Word of Mouth MarketingIt’s not what people hear, it’s what they repeat.
slideshare.net/sodderland/accelerator2011
Willem Sodderland, Founder & CEO of Buzzer
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
2002: 50 juicy ambassadors.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
2005: the Birth of Buzzer
Potential Proposition+ =Purpose
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
(THE BUZZER PLATFORM)
Buzzer: Product, Story & Buzz
THE BRAND
(THE
MAR
KET)
(SELECTED CONSUMERS)
Product-experience & BuzzTools
Generate Trial & Buzz
Feedback on Product & Marketing
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
125.000 Buzzers, 150 campaigns, 5 countries
Word of Mouth MarketingGiving people a reason to talk about products and make it easy to do so.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Traditional vs. Social Marketing
Attention • RelevanceCredibility • Interaction+
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
The essence of Marketing.
Advertising makes people
curious1
Product experiences create
word of mouth2
Word of Mouth makes curious people
comfortable to buy3
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Optimizing Buzzability.
Engage your Buzzers
Boost the Buzz
Feed the CampfireListen & Learn
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Musketeers & Hairdressers
&
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Tedx & Taxi’s.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Engage exisiting customers
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Freemium
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
The Trojan Horse
Link personal stories to the product experience
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Boost the Buzz.
Engage your Buzzers
Boost the Buzz
Feed the CampfireListen & Learn
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Build buzz into the product.
Whipped Cream...?
Capuccino-Something !
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Make trial an adventure: Huhntersuchers
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Huhntersuchers in the oven
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Bags that start a conversation.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Tour de Buzz.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Feed the Campfire.
Engage your Buzzers
Boost the Buzz
Feed the CampfireListen & Learn
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Your own campfire.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Fuel other fires.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Listen & Learn
Engage your Buzzers
Boost theBuzz
Feed the CampfireListen & Learn
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Social Media Monitoring
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Net Promoter Score: WoM & Groei
“If growth is what you’re after, you simply need to know what your customers tell their friends about you”
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
How to improve your NPS ?
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Linking NPS to Feedback
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Your turn.
Engage your Buzzers
Boost the Buzz
Feed the CampfireListen & Learn
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Buzzable Books/Blogs
StorytellingVirality Word of Mouth
Consumer Behaviour
http://www.contagiousmagazine.com/
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
What’s your story ?
sodderland
@sodderland
sodderland
Willem_Sodderland
slideshare.net/sodderland/accelerator2011
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Shitty Storytelling.
Help, my baby is shrinking !