Presentation for the RSM MBA class of 2010. By Willem Sodderland, Founder & CEO of Buzzer, Europe's first and leading WoM agency.

1. Word of Mouth Marketing The greatest marketing force as a strategy. Willem Sodderland, Founder & CEO of Buzzer 11 November 2009 Rotterdam

2. What’s wrong with this picture ? Let’s discuss marketing paradigms.

3. 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

4. The Breakup. Advertiser & Consumer

5. Word of Mouth Marketing Social marketing Product seeding Twitter marketing Blog marketing Viral marketing Community Marketing Influencer Marketing Stealth Marketing Shilling Pop-up retail Co-creation Crowdsourcing Evangelist Marketing User Generated Content Referral Programs Marketing 2.0, PR 2.0 Product Reviews, Testimonials Advertorials & Commercial Content Social networks Branded communities Marketing 5.0 ?

6. WoM = Open Source Marketing Customer Participation Word of Mouth Marketing Open Source Marketing

7. Football Coaches & Car Repair Auctions myfootballclub.co.uk Become a coach and trainer of a football club mijnautoreparatie.nl Auction your car repair to car repairshops and pick the best ‘bidder’.

8. Asus: You, me , WE PC

9. Open Source Politics & Crowdfunding Draft Obama Initiated by volunteers without Obama’s knowledge

10. Challenge: how to reach the consumer Advertising Interruption Incredible Mass ‘Push’ Vs. Individual Interaction Your Place & Time Credible Word of Mouth

11. The essence of Word of Mouth. 1 Advertising makes people curious Word of Mouth makes curious people comfortable to buy 3 2 Product experiences create word of mouth

12. 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

13. 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.

14. How to survive in the new marketing arena? Ignore the new rules

15. The iFake. Actors in queue TMobile hires actors to stand in line for an iPhone shop.

16. You know what, let’s

17. Guaranteed positive WoM: Get Rich Quick ! “Willem’s presentation at the RSM MBA class was the best ever held in any class. And he is very, very handsome” I. Maginary, RSM MBA participant Buy Willem Now ! (limited pieces left) 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.

18. How to survive in the new marketing arena? Ignore the new rules Take the first baby-steps

19. Canon: real product experiences Uploadyourphoto and receive the picture printed On the photoprinteryouconsiderbuying

20. 3 Musketeers & 1600 Hairdressers

21. How to survive in the new marketing arena? Ignore the new rules Take the first baby-steps jWalk with a destination in mind

22. The Slow & Irreversible WoM Revolution. 1st agency Europe Benelux, Germany & Russia 75+ Campaigns Broad Portfolio Womma Member Specialised in BuzzTools & Storytelling ...and Buzzer does this for a living ; ) WoM Marketing helps brands use the full potential of word of mouth and user engagement...

23. Buzzer: Product, Story & Buzz Online Product-experience & BuzzTools The brand Generate Trial & Buzz (The market) (selected consumers) Feedback on Product & Marketing Offline (the buzzer platform)

24. Buzzer Campaign Concept Buzz Boosting BuzzKit Stimulate, report and communicate Product & Objectives Equip Buzzers BUZZER PLATFORM Tracking € € € € € € € €     € € € €     €  €    €  € €  €   € € € €   €  €  € €     € € € €   € € € € 24/7 Client Cockpit Buzzers buzz… Selection Buzzers € €  €  €   € € € € € €

25. More Control, Greater Reach & Impact   Organic WoM     +        +      +          +    WoM 2.0 With faster, higher reach & impact          + +             + Buzzer WoM + + + BuzzTools Tools to ↑ WoM, Trial & Story Buzzers Selected, highly motivated users Dialogue Interaction to ↑ ínvolvement

26. Buzzable Blind Tasting Session.

27. Buzz(er) without limits. Services Food & Drinks Health & Wellness Web Electronics Entertainment

28. Case: OMO Small & Mighty Elements 2 * concentrated 3000 Buzzers 3 months Create Trial Beat Ariel Change behaviour Measure !

29. Experience the product & share it! 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 ‘Buzzed’ people receive samples that help tell the story...

30. 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…

31. Conversation starters T-shirts for kids with small & mighty visuals that get people to ask questions

32. 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…

33. Storytelling through actions Photo-award: send in a picture that shows the benefits for the environment of using Klein & Kräftig

34. The Buzzer as Micro Marketeer Buzzers make 25 mini-BuzzKits and hand these out with their own story ‘Buzzed’ consumers fill out a questionnaire online

35. Show me the money. 1 >150 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.              “The reach of buzzing is huge”  

37. Factor 6 based on research into impact Buzzer campaigns

41. Reports

42. Online buzz tools

43. G2 factor 4 (research)

44. Intensity interaction

45. Awareness facts

46. NPS

47. Buying behaviourG0 G1 G2 G3 Bzz. Bzz. Bzz. Bzz. Bzz. Bzz.

48. WoM can be learned, organised Tools Ideas Media & Logistics Access to Consumers Seed products Conversation starters Storytelling, WoM campaigns/programs Facilitate collaboration Software, tech-tools Measure, research, analyse, consulting Word of mouth from marketeers ! Churchofthe `customer.com Blogs Creative Platform Insights

49. Q & (hopefully) A

51. Focus on facilitating a product experience and how buzz can travel

53. Pets & Insurance HealthCare Insurance for Pets The current policy reimburses costs of a vet and medicine when your pet gets ill. Comparable to competition. Challenges: How to create a product experience (if you do not intend to make pets ill) ? What story is interesting enough to share with others ?

54. Lego & Disposables Plug & Play Lego Disposables Disposables that can be stuck on a tray like Lego. Initial target clients airline industry, Horeca etc. Challenges The product is bought B-B but used by consumers. What is the product experience you focus on: end-user or ‘buyer’ How do you get relevant WoM to reach the decision makers ?

55. Drinks & Beauty Sip Beautydrink Nice tasting drink with natural ingredients which claims that it helps improve your skin, make it more beautiful. Note: the physical improvement Is not tangible, scientific. Challenges How can the product experience still be the base for a lot of word of mouth ? What is the potential for storytelling ?

56. Example: Enhance Product Buzzability Whipped Cream Capuccino Foam

57. Buzzable Books Paradigm Shift Storytelling Virality Word of Mouth Consumer Behaviour

58. More ? willem@buzzer.biz www.buzzer.biz slideshare.net/sodderland/rsm2009