Presentation about Word of Mouth Marketing and the role of creativity. By Willem Sodderland, Founder & CEO of Buzzer, Europe's leading Word of Mouth Marketing agency.

1. Word of Mouth It’s not what people hear, it’s what they share. slideshare.net/sodderland/adc2011 Willem Sodderland, Founder & CEO of Buzzer FFrankfurt, 6 May 2011

2. 2002: Discovering word of mouth marketing.

3. 2011: the Wide World of WoM Word of Mouth Marketing Giving people a reason to talk about products and make it easy to do so.

4. Advertising vs. Word of Mouth Advertising Truth well told. WoM

5. Wet snow. “When you broadcast your message, your audience may not be home” Steve Rubel, SVP, Director of Insights for Edelman Digital 150 million per day 1 billion per day

6. Sharing & Attention ≠

7. Fans ? “70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to market to them”

8. The future of ‘Like’ ?

9. Word of Mouth Marketing is an art.

10. The right Buzzers. &

11. Buzzable garbage.

12. Shitty Storytelling. Help, my baby is shrinking !

13. Bags that start a conversation.

14. Share a kidney in social media ? Would you save my life ? Question that triggers social network friends to become organ donors.

15. Trying chicken: an adventure.

16. Huhntersuchers in the oven

17. Turning Bad Buzz into Good buzz... After how many times brushing does the tickling go away ?

18. From online to offline buzz.

19. Huuuuuhh ?

20. Mass customised storytelling

22. Pimped Product (Experience)

23. Trial Adventures

24. Brilliant Bad Buzz

25. Claim ExperiencesBuzz Buzz Buzz Buzz! Buzz Buzz Buzz Buzz Buzz Buzz BuzzTools TM It’s not what people hear, it’s what they share.

26. Integrating Advertising & Word of Mouth Brand & customer storytelling Brand & customer storytelling WoM-based briefings Truth well told & shared. Ads as conversation starters Live-testing small ideas

27. Thanks. The buzz starts here. @sodderland sodderland Willem_Sodderland willem@buzzer.biz sodderland slideshare.net/sodderland/adc2011