Presentation given by Willem Sodderland, Founder & CEO of Buzzer, at Dart, Brand Guidance & Design Agency. Topic: Word of Mouth Marketing.

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

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

3. The Breakup. Advertiser & Consumer

4. 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 ?

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. Asus: You, me , WE PC

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

8. 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)

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

10. Vraagje. Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ? Schrijfdit nu op en lever in bij …

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

12. 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

13. 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

14. Social Networks ? Online Social Networks 10% 90% Pets/Park Volunteers Pub Train Train Family Work Football Online Social Networks Traffic Jam University School Library Beach

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

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

17. You know what, let’s

18. 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 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.

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

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

21. Conversation starters: Moustache Guerillas Canon… Wearing a moustache (for a charity) as a conversation starter. You don’t have to start, everybody else will !

22. Social networks: Radio Shack & Facebook A customFacebookapplicationcreates a mosaïc of yourFriends’ pictures, promoting two digital cameras

23. Joop‘s 1600 Hairdressers 3 Musketeers & Hairdressers

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

25. The Hype Cycle Illustrative, this Hype Cycle is for Computer Interface Design Depending on country, company, brand, marketeer, everybody is on a different place on the Hype Cycle of Word of Mouth Marketing…

26. The Slow & Irreversible WoM Revolution. 1st agency Europe Benelux & Germany 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...

27. 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)

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

29. Buzzing: Greater Reach & More Impact   Organic WoM     G0 G1 G2 +        +      +          +    Credible WoM With faster, higher Reach, Trial & Effect          + +             + Buzzer WoM + + + BuzzTools Tools to ↑ WoM, Trial & Story Buzzers Selected, highly motivated users Dialogue Interaction to ↑ ínvolvement

30. Buzzen ervaren.

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

32. The Case: Gillette Fusion Challenges Skepticism: more blades = marketing trick Value perception = too expensive Guys don’t talk about shaving

33. From skepticism to enthusiasm 2. Count shaves 3. Assign value/shave 1. Product Experience 0. Skepticism BuzzPoll Shave ‘value’ € + + Personal Economic Shaving Advice

36. > 10.000 BlufGuides handed out…

38. 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.

39. Buzz about the Gillette Fusion: from 1500 to >500.000 (G1+G2: offline & online) 1.500 G1: ‘buzzed’ > 100.000 Generation 2 > 400.000 The Buzz Snowball

40. 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.

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

42. 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...

43. 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…

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

45. 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…

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

47. 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

48. How to leverage WoM… 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) Online Give people a reason to talk about you. The brand (The market) Offline

49. 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”  

51. BuzzMails/BuzzBoosting

52. (On/Offline) BuzzKit

53. Buzztools

55. BuzzBoosting

57. Shipping & HandlingTotal Cost Total WoM CPC (€ 0,20 - € 0,40) (Cost per Conversation)

58. 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

59. WoM obstacles. WoM only for iPhones Risk of Bad Buzz/No control Measuring

60. 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.

61. Enhance Product Buzzability Whipped Cream...? Capuccino Something !

62. (Who’s afraid of) Bad Buzz. (het Buckler syndroom)

63. WoM cannot be controlled... …and that’s exactly why it works. (but you can trigger, organise, stimulate, learn from it)

64. WoM Marketing reduces Bad Buzz. 4 good reasons why opening up your marketing creates less ‘bad buzz’, not more 2/3 of all buzz is positive (not 1/3) Complaining relieves... Vulnerability is rewarded Knowing why creates options

67. Reports

68. Online buzz tools

69. G2 factor 4 (research)

70. Intensity interaction

71. Awareness facts

72. NPS

73. Buying behaviourG0 G1 G2 G3 Bzz. Bzz. Bzz. Bzz. Bzz. Bzz.

74. Q & (hopefully) A Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ? Reality check… How to use/stir WoM-marketing in practice ?Cost of a buzzer campaign ?How does word of mouth relate to PR ?

75. Contact www.buzzer.nl www.buzzer.biz www.slideshare/sodderland/dart