Buzzer WoMSummit Milano 2009

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Word of Mouth MarketingWhat’s the buzz ?

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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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

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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%

http://www.impawards.com/2005/constant_gardener_xlg.html



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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

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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 !

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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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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.

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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 ?

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WoM = Open Source Marketing

Word of MouthMarketing

Open Source Marketing

Customer Engagement

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(THE BUZZER PLATFORM)

Buzzer: Product, Story & Buzz

Product-experience & Story

THE BRAND

Generate Trial & Buzz

Feedback on Product & Marketing

(THE

MAR

KET)

(SELECTED CONSUMERS)

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Buzz(er) without limits.

ServicesFood & Drinks Health & Wellness

WebElectronics Entertainment

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Willem’s Wisdom.



3. WoM is not a gimmick, it is an ‘organisational lifestyle’.


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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 !)

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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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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.

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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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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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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)

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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.

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Enhance Product Buzzability

Whipped Cream...?

CapuccinoSomething !

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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

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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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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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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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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3. WoM is not a gimmick, it is an ‘organisational lifestyle’.

Willem’s wisdom.


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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)

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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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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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Contact

Talk to me while I am here or contact me at [email protected] for further questions.

www.buzzer.bizwww.slideshare/sodderland/milano2009

mailto:[email protected]

http://www.buzzer.biz/

http://www.slideshare/sodderland/milano2009

Buzzer WoMSummit Milano 2009

Business

Transcript of Buzzer WoMSummit Milano 2009