Willem Sodderland, CEO of Europe's leading Word of Mouth Marketing agency Buzzer presents at the European Social Media Conference 2010 in Frankfurt on the 30th of november 2010.

1. www.buzzer.biz
Buzzer©2009-confidential
Word of Mouth Marketing
Forget ‘Likes’, Fans and Ambassadors
Willem Sodderland,
Founder & CEO of Buzzer
30 November 2010
Frankfurt
ESMC
2010

2. www.buzzer.biz
Buzzer©2009-confidential
Word of Mouth in the Stone Age
Word of Mouth
The act of consumers providing
information to other consumers.

3. www.buzzer.biz
Buzzer©2009-confidential
2002: discover word of mouth marketing.

4. www.buzzer.biz
Buzzer©2009-confidential
2010: the Wide World of WoM
Word of Mouth Marketing
Giving people a reason to talk about your
products and make it easy to do so.

5. www.buzzer.biz
Buzzer©2009-confidential
Traditional vs. Social Marketing
Attention • Relevance
Credibility • Interaction+

6. www.buzzer.biz
Buzzer©2009-confidential
The essence of Word of Mouth.
Advertising
makes people
curious1
Product
experiences create
word of mouth
2
Word of Mouth makes
curious people
comfortable to buy3

7. www.buzzer.biz
Buzzer©2009-confidential
1600 Hairdressers
&

8. www.buzzer.biz
Buzzer©2009-confidential
Buzzer: Product, Story & Buzz
Product-
experience
& BuzzTools
Generate
Trial &
Buzz
Feedback on
Product &
Marketing

9. www.buzzer.biz
Buzzer©2009-confidential
Buzz(er) without limits.

10. www.buzzer.biz
Buzzer©2009-confidential
Word of Mouth is marketing super power.
Buzz…
 Customised story
 Credible sender
 On demand
 High attention
 Dialogue

11. www.buzzer.biz
Buzzer©2009-confidential
But WoM is not perfect.
Buzz…

12. www.buzzer.biz
Buzzer©2009-confidential
Get rich quick in social media !
 Customised story
 Credible sender
 On demand
 High attention
 Dialogue
.
?

13. www.buzzer.biz
Buzzer©2009-confidential
The future of ‘Like’ ?

14. www.buzzer.biz
Buzzer©2009-confidential
How can we boost WoM effectively ?

15. www.buzzer.biz
Buzzer©2009-confidential
The right Buzzers
+
+
Reach
Impact
Bloggers
Celebrities
TwitterGurus
‘Weak ties’
Friends
Peers
The Mythical
Influential.
Buzz
Tools

16. www.buzzer.biz
Buzzer©2009-confidential
Personalize Trial
Upload your photo and receive the picture printed
On the photoprinter you consider buying

17. www.buzzer.biz
Buzzer©2009-confidential
Wear a moustache.
You don’t have to start
a conversation,
everybody else will !
Canon…
The conversation starter

18. www.buzzer.biz
Buzzer©2009-confidential
Bags of conversations.

19. www.buzzer.biz
Buzzer©2009-confidential
Social conversation triggers.
A custom Facebook application creates
a mosaïc of your Friends’ pictures,
promoting two digital cameras

20. www.buzzer.biz
Buzzer©2009-confidential
Blend Brand & Personal Storytelling.
Buzzers taste Mei Asia, share memories and small games
during An Evening in Asia. Extended onto the Mei Asia Blog.
.

21. www.buzzer.biz
Buzzer©2009-confidential
Take away ‘buzz barriers’.
Game:
“Most Embarassing Moments”
Dove Hairminimising:
feel less need to
shave your armpit.

22. www.buzzer.biz
Buzzer©2009-confidential
Matchmaking: Pain & Hair Removal
.
.

23. www.buzzer.biz
Buzzer©2009-confidential
.
Online
Offline
Generation 0 Generation 1 Generation 2
Optimize Off & Online Flow
WoM
WoM

24. www.buzzer.biz
Buzzer©2009-confidential
How to ‘help’ WoM.
Give people a reason
to talk about you (more).
Buzzable Product (build buzz into it)
Deep Product Experience (quality WoM)
Great Buzzers (more incentive to share)
Conversation Starters (buzz occasions)
Matchmaking (relevant opinions)
Storytelling (more to share)
Off – Online Flow (the story continues)
BuzzTools

25. www.buzzer.biz
Buzzer©2009-confidential
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.
100.0
212.5
375.0
512.5
0.0
100.0
200.0
300.0
400.0
500.0
600.0
Advertised Sampled Buzzed Buzzers
BuyingIntention(indexed)
People buzzed have 175% higher buying
intention than sampled consumers“The reach of buzzing is huge”
5000 1.000.000
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26. www.buzzer.biz
Buzzer©2009-confidential
The buzz starts here.
willem@buzzer.biz
torsten@buzzer.biz
slideshare.net/sodderland/esmc2010