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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

�€� ��€ �€�€��€� ��€ �€�€��€� ��€ �

€� €�€�€€�€�

€ €�

€�€ €�� � �€�

�€� ��€ �€�€��€� ��€ �€�€��€� ��€ �

€� €�€�€€�€�

€ €�

€�€ €�� � �€�

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

+

+

+

+

+

DialogueInteraction to ↑ ínvolvement

+

++

+

+

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