Download - Buzzer WoMSummit Milano 2009
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Word of Mouth MarketingWhat’s the buzz ?
Willem Sodderland, Founder & CEO of Buzzer
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Let’s discuss marketing paradigms.
What’s wrong with this picture ?
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Seduction vs. Matchmaking
My rule of thumb is this:
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
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Opening Weekend: The Constant Gardener
The Constant GardenerA novel by John le Carré based on real facts: the pharmaceutical industry is testing new medicine on very poor Africans who do not know that they are used for testing and are just happy to receive free medicine for their illnesses.
Documentary: 50%Thriller: 35%Romantic: 15%
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Marketing & Results
Marketing ApproachAdvertise the movie primarily as a romantic thriller, not as a documentary (about a controversial topic). This appeals to a broader audience.
Weekend 1 Weekend 2 Weekend 3 Weekend 40%
20%40%60%80%
100% 90%
70%60% 55%
Budget RealBox Office €% Seats TCG sold in all movie theatres
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Analysis: what’s going on ?
0%
50%
100% 90%70% 60% 55%
87%61%
46% 38%
We’re not reaching people. Increase advertising !
It’s not working, let’s cut our losses and ↓ # of shows
‘Misled’ visitors spread less positive WoM
The right WoM is kicking in from new visitors…
We need more TV budget next time !
…but now people can’t find the movie…
?
Yep, we know our stuff !
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
1. Marketing success is not about ‘opening weekend’.
2. The greatest marketing force – WoM – can be turned into a marketing instrument.
3. WoM is not a gimmick it is an ‘organisational lifestyle’.
Willem’s (1st piece of) Wisdom.
Willem’s WoMWisdom.
Other wisdom.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Word of Mouth MarketingSocial marketingProduct seeding
Blog 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 ?
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
WoM = Open Source Marketing
Word of MouthMarketing
Open Source Marketing
Customer Engagement
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
(THE BUZZER PLATFORM)
Buzzer: Product, Story & Buzz
Product-experience & Story
THE BRAND
Generate Trial & Buzz
Feedback on Product & Marketing
(THE
MAR
KET)
(SELECTED CONSUMERS)
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Buzz(er) without limits.
ServicesFood & Drinks Health & Wellness
WebElectronics Entertainment
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Willem’s Wisdom.
1. Marketing success is not about ‘opening weekend’.
2. The greatest marketing force – WoM – can be turned into a marketing instrument.
3. WoM is not a gimmick, it is an ‘organisational lifestyle’.
Willem’s WoMWisdom.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
WoM as a marketing instrument ?
WoM is like DemocracyWoM is the best of all marketing forces. But it appears less ideal as a marketing instrument…
• You can’t control it !(yeah, what about negative
buzz ?)• Only for exceptional products
(I don’t sell an iPod !)• Slow, small reach
(I need to reach everybody fast…)• Measure the impact ?
(show me the money !)
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
WoM cannot be controlled...
…and that’s exactly why it works.(but you can trigger, organise, stimulate, learn from it)
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
You don’t control anyway.
On numerous sites and on hundreds of thousands of blogs, community sites, forums, viral emails and bulletin boards consumers relentlessly exchange views, complaints, opinions and comments about products and services, about brands, about companies, about YOUR company.
Trendwatching.com
Marketing has finally become a conversation. Not, in most cases, as was intended, BETWEEN corporations and consumers (that would make too much sense), but rather a global conversation involving millions of consumers ABOUT corporations.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Open Source Politics & Crowdfunding
Draft ObamaInitiated by volunteers
without Obama’s knowledge
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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)
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Ok. But how do you 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)
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
WoM 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.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Enhance Product Buzzability
Whipped Cream...?
CapuccinoSomething !
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Canon: real product experiences
Upload your photo and receive the picture printed On the photoprinter you consider buying
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Wearing a moustache (for a charity) as a
conversation starter. You don’t have to start,
everybody else will !
Canon…
Conversation starters: Moustache Guerillas
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.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Case: OMO Small & Mighty
Elements
2 * concentrated3000 Buzzers3 monthsCreate TrialBeat ArielChange behaviourMeasure !
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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…
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Conversation starters
T-shirts for kids with small & mighty visuals that get people to ask questions
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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…
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Storytelling through actions
Photo-award: send in a picture that shows the benefits for the environment of using Klein & Kräftig
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
The Buzzer as Micro Marketeer
Buzzers make25 mini-BuzzKits and hand these out with their own story
‘Buzzed’ consumers fill out a questionnaire online
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
1. Marketing success is not about ‘opening weekend’.
2. The greatest marketing force – WoM – can be turned into a marketing instrument.
3. WoM is not a gimmick, it is an ‘organisational lifestyle’.
Willem’s wisdom.
Willem’s WoMWisdom.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Guaranteed positive WoM: Get Rich Quick !
“Willem’s presentation at the WoM Milan summit was the best ever held in
any conference. And he is very, very handsome”
I. Maginary, WoM Summit participant
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)
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
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
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Q & (hopefully) A
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Risotto con Pulpo.
Willem’s other wisdom.
Willem’s WoMWisdom.
Other wisdom.
www.buzzer.biz
Buzz
er ©
200
9 - c
onfid
entia
l
Contact
Talk to me while I am here or contact me at [email protected] for further questions.
www.buzzer.bizwww.slideshare/sodderland/milano2009