buzzer @ greenspot by dart
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Word of Mouth MarketingThe greatest marketing force as a strategy.
Willem Sodderland, Founder & CEO of Buzzer
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Let’s discuss marketing paradigms.
What’s wrong with this picture ?
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The Breakup.
Advertiser & Consumer
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Word of Mouth MarketingSocial marketingProduct seeding
Twitter marketingBlog marketingViral marketing
Community MarketingInfluencer Marketing
Stealth MarketingShilling
Pop-up retailCo-creation
CrowdsourcingEvangelist Marketing
User Generated ContentReferral Programs
Marketing 2.0, PR 2.0Product Reviews, Testimonials
Advertorials & Commercial ContentSocial networks
Branded communities
Marketing 5.0 ?
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Football Coaches & Car Repair Auctions
myfootballclub.co.ukBecome a coach and trainer of a football club
mijnautoreparatie.nl Auction your car repair to car repairshops and pick the best ‘bidder’.
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Asus: You, me , WE PC
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Open Source Politics & Crowdfunding
Draft ObamaInitiated by volunteers
without Obama’s knowledge
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The world’s most valuable brand
“Think about that for a second: the top brand in the world belongs to a player that… ...uhhh…doesn’t advertise”
Umair Haque - Harvard Business Review(The Shrinking Advantage of Brands)
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WoM = Open Source Marketing
Word of MouthMarketing
Open Source Marketing
Customer Participation
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Vraagje.
Schrijf dit nu op en lever in bij …
Q. Wat is het belangrijkste dat je wilt weten over
open source marketing en
WoM ?
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Challenge: how to reach the consumer
Incredible
Advertising
Mass ‘Push’ Interruption
Vs.IndividualInteraction Credible Your Place
& Time
Word of Mouth
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The essence of Word of Mouth.
Advertising makes people
curious1
Product experiences create
word of mouth2
Word of Mouth makes curious people
comfortable to buy3
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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
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Social Networks ?
Online Social Networks
Family
FootballWork
SchoolUniversity
Traffic Jam
Pub
Beach
TrainTrain
Library
VolunteersPets/Park
Online Social Networks
10%90%
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How to survive in the new marketing arena?
Ignore the new rules
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The iFake.
Actors in queueTMobile hires actors to stand in line for an iPhone shop.
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You know what, let’s
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Get Rich Quick with WoM: 9 out of 10 !
“Willem’s presentation on Dart’s Greenspot was the best ever given
anywhere. And he is very, very handsome”
I. Maginary, Greenspot Attendant
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. * Tested among a sample of hypothetical
people.
Buy Willem Now !(limited pieces left)
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How to survive in the new marketing arena?
Ignore the new rules Take the first baby-steps
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Canon: real product experiences
Upload your photo and receive the picture printed On the photoprinter you consider buying
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Wearing a moustache (for a charity) as a
conversation starter. You don’t have to start,
everybody else will !
Canon…
Conversation starters: Moustache Guerillas
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Social networks: Radio Shack & Facebook
A custom Facebook application creates a mosaïc of
your Friends’ pictures, promoting two digital cameras
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Joop‘s 1600 Hairdressers
3 Musketeers & Hairdressers
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How to survive in the new marketing arena?
Ignore the new rules Take the first baby-steps jWalk with a
destination in mind
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The Hype Cycle
Depending on country, company, brand, marketeer, everybody is on a different place on the Hype Cycle of Word of Mouth Marketing…
Illustrative, this Hype Cycle is for Computer Interface Design
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The Slow & Irreversible WoM Revolution.
WoM Marketing helps brands use the full potential of word of mouth and user engagement...
...and Buzzer does this for a living ; )
1st agency EuropeBenelux & Germany
75+ CampaignsBroad Portfolio
Womma Member Specialised in
BuzzTools & Storytelling
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(THE BUZZER PLATFORM)
Buzzer: Product, Story & Buzz
Product-experience & BuzzTools
THE BRAND
Generate Trial & Buzz
Feedback on Product & Marketing
(THE
MAR
KET)
(SELECTED CONSUMERS)
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Buzzer Campaign Concept
BUZZER PLATFORM
1. Product & Objectives
3. Equip Buzzers
BuzzKit Buzz Boosting
5. Stimulate, report and communicate
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4. Buzzers buzz…
2. Selection Buzzers
6. 24/7 Client Cockpit
Tracking
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Buzzing: Greater Reach & More Impact
BuzzersSelected, highlymotivated users
Credible WoM With faster, higher Reach, Trial & Effect
Buzzer WoM
Organic WoM
BuzzToolsTools to ↑ WoM, Trial & Story
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DialogueInteraction to ↑ ínvolvement
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G0 G1 G2
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Buzzen ervaren.
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Buzz(er) without limits.
ServicesFood & Drinks Health & Wellness
WebElectronics Entertainment
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The Case: Gillette Fusion
1. Skepticism: more blades = marketing trick2. Value perception = too expensive3. Guys don’t talk about shaving
Challenges
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Personal Economic Shaving Advice
From skepticism to enthusiasm
0. Skepticism
2. Count shaves
€BuzzPoll
Shave ‘value’
3. Assign value/shave
1. Product Experience
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Storytelling...
Provide stories about the context of a product. The product will follow.• 24 pages with buzzable facts, history, shaving techniques and…• …most famous beards/moustaches in history
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The buzz goes on.
• Buzzer gets (other) editors of radioshow to test Fusion, aired live for +/- 45.000 listeners
• > 10.000 BlufGuides handed out…
• Buzzer review on well-visited Blog, 20+ reactions
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Leverage other media...
Buzzers ‘launch’ website game & draw traffic
Supermarket website publishes simple version of the BlufGuide on their website.
400 Award-winning Buzzers visit the Fusion Challenge skating event & create onsite buzz…
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Crowdsourcing & Co-creation
A Buzzer explains how to use the key feature,
the ‘Trimmer’...
...and the tip is put onto the packaging for
others to enjoy.
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G1: ‘buzzed’> 100.000
Generation 2> 400.000
Buzz about the Gillette Fusion: from 1500 to >500.000
(G1+G2: offline & online)
1.500
The Buzz Snowball
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A game starts a conversation & tells the story...
Play a game: which of these situations hurts your selfconfidence most ?
Dove Hairminimising: feel less need to shave your armpit.
Acts as a conversation starter & articulates the brand promise.
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Case: OMO Small & Mighty
Elements
2 * concentrated3000 Buzzers3 monthsCreate TrialBeat ArielChange behaviourMeasure !
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Experience the product & share it!
‘Buzzed’ people receive samples that help tell the story...
Buzzers receive enough product to experience the product indepth
Consumers ever smarter and more critical…“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”Guy de Sévaux - Research International
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Turn the laundry into a conversation
Whitewashing: a 28 page booklet filled with buzzable stories about doing the laundry. Circulation: 75.000
Monica Lewinsky’s dress: one of the most famous stains in history. Worth talking about…
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Conversation starters
T-shirts for kids with small & mighty visuals that get people to ask questions
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A powerful story: make the claim real.
Prove convenience ? Hold your old detergent and Small & Mighty in your stretched arms and see how long you can hold both…
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Storytelling through actions
Photo-award: send in a picture that shows the benefits for the environment of using Klein & Kräftig
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The Buzzer as Micro Marketeer
Buzzers make25 mini-BuzzKits and hand these out with their own story
‘Buzzed’ consumers fill out a questionnaire online
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How to leverage WoM…
Give people a reason to talk about you.
Create a more Buzzable Product(build buzz into it)
Facilitate Product Experiences (most powerful WoM)
Create Conversation Starters(product & story travel better)
Tell a story (more (reason) to share)Engage & Co-create
(involvement boosts everything)
THE BRAND
(THE
MAR
KET)
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Show me the money.
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.
Advertised Sampled Buzzed Buzzers0.0
100.0
200.0
300.0
400.0
500.0
600.0
100.0
212.5
375.0
512.5
People buzzed have 175% higher buying intention than sampled consumers
Buyi
ng In
tenti
on (i
ndex
ed)
“The reach of buzzing is huge”
1 >150
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Economics of a Buzzer campaign
CPC (€ 0,20 - € 0,40)(Cost per Conversation)
G2
G1
G0
Total Cost Total WoM
• Selection + Invitation• BuzzMails/BuzzBoosting• (On/Offline) BuzzKit• Buzztools• Polls/analysis/reporting
• Training Buzzers• BuzzBoosting• Logistics/BuzzKits
• Printing BuzzTools• Shipping & Handling
Campaign
€XSetup & Creation
€Y/B Mediacost/Buzzer
€Z/BShipping & Production/Buzzer
Cost Impact
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WoM can be learned, organised
Access to ConsumersSeed products
Conversation startersStorytelling, WoM campaigns/programs
Facilitate collaborationSoftware, tech-tools
Measure, research, analyse, consulting
Creative
Media & Logistics
Platform
Insights
ToolsIdeas
Churchofthe`customer.com
Word of mouth from marketeers !
Blogs
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WoM obstacles.
WoM only for iPhonesRisk of Bad Buzz/No controlMeasuring
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WoM is only for exceptional products.
Forum for ‘Funeral Consumers’
“My mother will die ‘out of state’. How best to handle this, what about insurance ?”
Every product, service or experience will create word of mouth. The question is not how you compare to the iPhone, but to your competitor.
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Enhance Product Buzzability
Whipped Cream...?
CapuccinoSomething !
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(Who’s afraid of) Bad Buzz.
(het Buckler syndroom)
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WoM cannot be controlled...
…and that’s exactly why it works.(but you can trigger, organise, stimulate, learn from it)
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WoM Marketing reduces Bad Buzz.
4 good reasons why opening up your marketing creates less ‘bad buzz’, not more
1. 2/3 of all buzz is positive (not 1/3)2. Complaining relieves...3. Vulnerability is rewarded4. Knowing why creates options
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How do I know WoM marketing is worth it ?
• G0 - G1 - G2• Reports• Online buzz tools• G2 factor 4 (research)
G0 G1 G2
Quantity (reach)
• Intensity interaction• Awareness facts• NPS• Buying behaviour
Quality (impact)
• Cost per Conversation• € Value/NPS↑
Management Information
Bzz. Bzz. Bzz. Bzz. Bzz. Bzz. G3
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Q & (hopefully) A
How to use/stir WoM-marketing in practice ?Cost of a buzzer campaign ?How does word of mouth relate to PR ?
Reality check…
Q. Wat is het belangrijkste dat je wilt weten over
open source marketing en
WoM ?
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Contact
www.buzzer.nl www.buzzer.biz
www.slideshare/sodderland/dart