Presentatie voor Blauselect Marketing Intelligence specialisten. Onderwerp: Word of Mouth & Informal/Social Research.

1. Word of Mouth Marketing The greatest marketing force as a strategy. Jorien Langebroek WoM Wisdom Worker @ Buzzer Rotterdam 8 February 2010 Willem Sodderland Founder & CEO of Buzzer

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

3. 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 ?

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

5. 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’.

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

7. Experiment. Then jump in big. Traditional Pepsi Social Pepsi

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

9. 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

10. 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

11. The Slow & Irreversible WoM Revolution. 1st agency Europe Benelux , Germany Switzerland & Austria +/- 100 Campaigns Broad Portfolio Womma Member BuzzTools & Storytelling ...and Buzzer does this for a living ; ) WoM Marketing helps brands use the full potential of word of mouth and user engagement...

12. 3 Musketeers & 1600 Hairdressers

13. 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)

14. 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 € €  €  €   € € € € € €

15. 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

16. Spreading the buzz… € € € € € # gebuzzed Involve Inner Circle Create Conversations & Trial Optimal Product & Story Experience Reach Outer Circle & Online alli.... € € € € € € € €  €  € €  €  € €  €  € €  € €  €  € €  € €  € € €  € € € Story/Buzz Product WoM € € € € € € €  € € €  € € € €  € € €  € € € € €  € € €  € €  €  € € € €  €  € € € € € € € € € € € €  € € 

18. BuzzTips

19. BuzzableFacts

20. Product

21. Samples

22. BuzzTools

23. Priorities

24. Actions, reminders

25. BuzzTips

26. Involvement

27. Feedback

28. Education

29. Buzz easier, more effectively & with more funBuzzTools

30. Online Buzz BuzzTips for online buzzing Buzzer Bloggers Action websites Google Maps, other social tools Seed Social Networks Concentrate reviews on hubs Social Network BuzzTools

31. A game starts a conversation & tells the story... Dove Hairminimising: feel less need to shave your armpit. Play a game: which of these situations hurts your selfconfidence most ? Acts as a conversation starter & articulates the brand promise.

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

33. Time to Buzz ? Boost market adoption through Trial and Buzz Grow through new use, extensions & segments Test Product Concept & Finetune Positioning Launch Pre Post

34. Information Flows Buzzers design spontaneous polls offline & online Buzzreports: feedback, questions, buzzstories Online buzz Polls on action websites (by Buzzees) Filled in Polls Suggestions, questions, answers & encouragement Update on feedback MiniPolls, ‘Buzzee research’ Selection & Subscription Polls Questions, concerns as a result of campaign

35. Informal Information

36. De Net Promoter Score: WoM & Groei “If growth is what you’re after, you simply need to know what your customers tell their friends about you” Het % van mensen dat je aanraadt is sterk gecorreleerd aan de groei Fred Reichheld – ‘The Ultimate Question’ - HBS Press

37. Net Promoter Score – Buzzers Before & After BuzzPoll Formula NPS score 16% 28% Promoters (9-10) (actively recommend) 28% 54% 16% 59% 15 -13 13% Passives (7-8)(happy but not actively recommending) 30% 30% 13% Detractors (<7) (will not recommend/diss) Final Poll Subscription Poll “Howlikely is itthatyouwouldrecommendDreumesmelk 2 K&K to somebodyelse?”

38. Improvement: cap instead of current seal Second improvement: smaller package “Het enige wat we allemaal minder vonden was de opening, een draaidop zou makkelijker zijn.” Buzzer jo112

42. 200 ml package is introducedN.B: Promoters & Passives have the same points of improvement. Thus, if above aspects are changed: …this will not affect the amount of Promoters. …the Passiveswill turn intoPromoters.

45. Reports

46. Online buzz tools

47. G2 factor 4 (research)

48. Intensity interaction

49. Awareness facts

50. NPS

51. Buying behaviourG0 G1 G2 G3 Bzz. Bzz. Bzz. Bzz. Bzz. Bzz.

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

54. Factor 6 based on research into impact Buzzer campaigns

56. 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”  

57. Guidebook.

58. Opportunity 2: Mix Marketing & Social Research Engagement comes from interaction, participation, customisation, personalisation, influence, sharing, openness, vulnerability.

59. Pijn is Fijn.

60. Key: Fun, Action, Moderation. 500 days before the launch of the Fiat 500, potential customers are invited to create accessories and themes for advertising.

61. Kriebel.

62. Match with the Brand: relevance

63. Be(e) the Buzzer. Word of Mouth Wisdom Worker Jorien will now show you a few BuzzTools...

64. Q & (hopefully) A

66. Bouw voort op een productervaring

67. Denk over add-on marketingbenefits

69. Chicken in the Oven: optimise launch. Maggi Braadstomen A bag. With a herbmix inside. And another bag: an ovenbag. Put a chicken in the bag. With the herbs. 1 hour in the oven. Claim: juicy, great taste, your oven stays clean. You will launch in 2 weeks. You know your competitor will follow in 4 weeks. How do you keep ahead ? Braadstomen starts with 2 varieties, in other markets other mixes exist. The commercial focuses on convenience. Challenges: Actionable insights: on which aspects of the proposition can you take action ? How do you get quick, rich feedback ? Enough to convince your boss... The retail will want to see a quick uptake and understand the potential.

70. Experiencing your dog’s illness Healthinsurance for Pets Product has been the same for 10 years and is exactly the same as the competition. When your pet becomes ill, they cover the expenses. There is a one time opportunity to keep customers loyal before new players enter the market. Challenges: What if the future lies with people that are not using it now ? Chicken and the egg: internal stakeolders need to see enthusiasm about suggested changes before taking risks (chicken and the egg problem) You want to base decisions on an experience. Challenging with an insurance ?

71. Beautify your Marketing Communications Sip Beautydrink Nice tasting drink with natural ingredients which claims that it helps improve your skin, make it more beautiful. But. The physical improvement is not tangible, scientific. The product is just in the market and performing ok. You’re launching a Major marketing campaign. What should it be about ? Challenges How do you deal with the interesting trio of research, fact & storytelling ? The product experience should include the future marketing message. The company does not know who is buying the product.