As part of the YellowCats innovation leader program Willem Sodderland and Robbert Cornelissen organised a presentation and workshop around Open Source Marketing, Word of Mouth and Storytelling

1. Open Source Marketing What’s the buzz ? Amsterdam, Yellowcats 30 juni 2009

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

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

4. 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)

5. Word of Mouth Marketing Social marketing Product seeding 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. 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

7. The real World of 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

8. WoM & Open Source Marketing Client Participation Marketing Consumer driven Marketing Word of Mouth Marketing Open Source Marketing

9. Buzzer leads the WoM Revolution. 1st agency Europe Benelux & DE 75+ Campaigns Broad Portfolio Womma Member BuzzTools & Storytelling ...and Buzzer knows how to do just that. WoM Marketing helps brands use the full potential of word of mouth and user engagement...

10. What can you do to leverage WoM ? Create a more buzzable product (build buzz into it) Facilitate product experiences (most powerful WoM) Tell a story (more (reason) to share) Supply BuzzTools (product & story travel better) Co-create (involvement boosts everything) Online The brand (The market) Offline social marketing tools help you reach clients effectively and gain actionable insights to optimise product/marketing

11. Marmite: storytelling

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

13. B-B Co-creation Thousands of programmers are creating applications for the iPhone...

14. Canon TryOut Photo – Experience the Product Uploadyourphoto and receive the picture printed On the photoprinteryouconsiderbuying

15. The Get Rich Quick Scheme ! “Willem’s presentation for Yellowcats was the best ever held in any conference. And he is very, very handsome” I. Maginary, Yellowcat 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.

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

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

18. OMO Klein & Krachtig Elements 2 * concentrated 3000 Buzzers 3 months Create Trial Beat Ariel Change behaviour Measure !

19. 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...

20. Turn the laundry into a conversation Witwassen: 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…

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

22. Make the claim real. Prove convenience ? Hold your old detergent and Klein&Kräftig in your stretched arms and see how long you can hold both…

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

24. 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

25. 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”  

26. Q and maybe A Q. Wat is het belangrijkste dat je wilt weten over open source marketing en WoM ? Reality check…

28. Focus op product experience en delen/reizen

30. 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 ?

31. Drinks & Beauty Sip Beautydrink Nice tasting drink with natural ingredients which claims that it helps improve your skin, make it more beautiful. Challenges The physical improvement is not tangible. How can you still boost the word of mouth based on someone’s user experience ? What will be the story that can be told (and hold up) ?

32. Example: Enhance Product Buzzability Slagroom Capuccino schuim