Optimize Buzzability with Conversation Starters
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Presentation and workshop about Word of Mouth Marketing for the Brand Communication class at the UVA, Amsterdam, The Netherlands. By Willem Sodderland, Founder & CEO of Buzzer, Europe's leading Word of Mouth Marketing platform and Jorien Langedijk, WoM Wisdom Worker at Buzzer.
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Optimize Buzzability with Conversation Starters
- 1. Buzzer © 2009 - confidential Word of Mouth Marketing www.buzzer.biz It’s not what people hear, it’s what they repeat. slideshare.net/sodderland/uva2012 Willem Sodderland Founder & CEO Jorien Langedijk WoM Wisdom Worker
- 2. Buzzer © 2009 - confidential 2002: 50 juicy ambassadors. www.buzzer.biz
- 3. Buzzer © 2009 - confidential 2005: the Birth of Buzzer www.buzzer.biz Potential + Purpose = Proposition
- 4. Buzzer © 2009 - confidential Buzzer: Product, Story & Buzz www.buzzer.biz Product- experience & BuzzTools Generate Trial & Buzz Feedback on Product & Marketing
- 5. Buzzer © 2009 - confidential 150.000 Buzzers, 175 campaigns, 6 countries www.buzzer.biz Word of Mouth Marketing Giving people a reason to talk about products and make it easy to do so.
- 6. Buzzer © 2009 - confidential Traditional vs. Social Marketing www.buzzer.biz + Attention • Relevance Credibility • Interaction
- 7. Buzzer © 2009 - confidential The essence of Marketing. www.buzzer.biz Advertising 1 makes people curious Word of Mouth makes 3 curious people comfortable to buy Product 2 experiences create word of mouth
- 8. Buzzer © 2009 - confidential WoM = Get Rich Quick ? www.buzzer.biz = +
- 9. Buzzer © 2009 - confidential The rise of ‘social’. www.buzzer.biz C.K. Prahalad "Advertising has been supplanted as the chief shaper of The Future of consumer attitudes by word of mouth, which today's Competition Web-linked consumer communities have put on overdrive” 150 million per day 1 billion per day
- 10. Buzzer © 2009 - confidential Sharing & Attention www.buzzer.biz ≠
- 11. Buzzer © 2009 - confidential Likes ≠ Fans www.buzzer.biz “70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to market to them”
- 12. Buzzer © 2009 - confidential I’m lost. Help me. www.buzzer.biz “Word of Mouth marketing should be about optimizing buzzability” Willem Sodderland, very wize individual
- 13. Buzzer © 2009 - confidential The right Buzzers. www.buzzer.biz &
- 14. Buzzer © 2009 - confidential Tedx & Taxi’s. www.buzzer.biz
- 15. Buzzer © 2009 - confidential Trying chicken: an adventure. www.buzzer.biz
- 16. Buzzer © 2009 - confidential Huhntersuchers in the oven www.buzzer.biz
- 17. www.buzzer.biz Buzzer © 2009 - confidential
- 18. Buzzer © 2009 - confidential Buzzable Blind Tasting Session. www.buzzer.biz
- 19. Buzzer © 2009 - confidential Bags that start a conversation. www.buzzer.biz
- 20. Buzzer © 2009 - confidential Start conversations in a relevant context. www.buzzer.biz Would you save my life ? Question that triggers social network friends to become organ donors.
- 21. Buzzer © 2009 - confidential Make the taboo talk of the town www.buzzer.biz Dove Hairminimising: feel less need to shave your armpit. “Most Embarassing Moments”
- 22. Buzzer © 2009 - confidential Disruption creates conversations. www.buzzer.biz
- 23. Buzzer © 2009 - confidential Shitty Storytelling. www.buzzer.biz Help, my baby is shrinking !
- 24. Buzzer © 2009 - confidential Turning Bad Buzz into Good buzz... www.buzzer.biz After how many times brushing does the tickling go away ?
- 25. WoM Domains www.buzzer.biz Buzzer © 2009 - confidential
- 26. Buzzer © 2009 - confidential Start the conversation... www.buzzer.biz YOUR CLOTHES - UNWRINKLED 1 The basics of the first campaign are simple. Buzzers receive the testing scarf/cloth to experience the ease and benefits of the [NAME IRON]. They use the product and write reviews online. The BuzzTool is simple, straightforward. Buzzers have 20 UNWRINKLED stickers to stick on people that are definitely not UNWRINKLED. In other words, they could use the [NAME IRON]. The sticker is a ‘conversation starter’. “What are you doing ?” Buzzers can tell about their experiences and that people can try out the [NAME IRON]. If people don’t notice the ‘tagging’ they can go online to www.unwrinkled.de and find out. Buzzers can upload photos of people they tag. One person will win a [NAME IRON].
- 27. Buzzer © 2009 - confidential ...extend to a platform www.buzzer.biz 2 Your friends UNWRINKLED With the UNWRINKLED Facebook App, you can experience how you can UNWRINKLE your friends as easily and as fast as the [NAME IRON] does with your clothes. The App makes FB profile pictures look much younger (less wrinkled). 3 Your problems UNWRINKLED [NAME IRON] makes life less complex. Take this fact and take it over the top. People can send in complicated challenges and UNWRINKLED comes up with an answer. Think video response messages such as Old Spice or crowdsourcing answers to complex issues or...
- 28. Buzzer © 2009 - confidential Optimizing Buzzability. www.buzzer.biz Buzz Conversation Starters Buzz Pimped Product (Experience) Buzz Trial Adventures Buzz! Brilliant Bad Buzz Buzz Buzz Buzz Claim Experiences Buzz Buzz Buzz BuzzTools TM
- 29. Buzzer © 2009 - confidential Show me the money. www.buzzer.biz 5000 1.000.000 600.0 512.5 Buying Intention (indexed) 500.0 400.0 375.0 300.0 212.5 200.0 100.0 100.0 0.0 Advertised Sampled Buzzed Buzzers People buzzed have 175% higher buying “The reach of buzzing is huge” intention than sampled consumers 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.
- 30. Buzzer © 2009 - confidential Your mission if you decide to accept it… www.buzzer.biz WoM Campaign • Design a campaign centred around WoM • Optimize Buzzability • Present which choices you have made & why Criteria • Who is your hairdresser? • What do you want them to experience? • How are they going to spread the word? • How to avoid bad buzz?
- 31. Buzzer © 2009 - confidential Who’s your hairdresser? www.buzzer.biz • Regular consumers • Fans/Promoters • Bloggers • Buzzers “43% of the Facebook users have become fan of a brand” (ExactTarget) “15% of the population is generates 30% of the buzz” (Keller Fay) Trade-offs: Fans vs. new users Few to many vs. many to few
- 32. Buzzer © 2009 - confidential Credible WoM needs a product experience www.buzzer.biz Bestimmende Elemente für die Glaubwürdigkeit einer Empfehlung im Internet sehr wichtig eher wichtig Die Online-Plattform zum Austausch von 67,4% Empfehlungen (7) Die Empfehlung entspricht meinen persönlichen Vorlieben (6) 67,6% Das differenzierte Umfeld einer 77,3% Empfehlung, dass z.B. Empfehlungen und… Der Sender einer Empfehlung ist mir soweit 77,4% bekannt, dass ich mir eine Meinung über… Die Ausführlichkeit/der Umfang einer 84,6% Empfehlung (3) Die Empfehlung enthält einige kritische 87,6% Anmerkungen (2) Die Empfehlung basiert auf einer 96,4% Produkterfahrung (1) 0% 20% 40% 60% 80% 100% Trade-off: a product experience vs. an in-depth product experience + costs
- 33. Buzzer © 2009 - confidential Optimize buzzability www.buzzer.biz Buzz… •What’s the story? •How to increase reach? •A conversation starter needed? •A taboo to break through?
- 34. Buzzer © 2009 - confidential Turning Bad Buzz into Good buzz... www.buzzer.biz After how many times brushing does the tickling go away ?
- 35. Buzzer © 2009 - confidential Choose the challenge… www.buzzer.biz Product Sip Incontinence Climate-friendly Pet funeral Beauty drink material for men living • Each group designs a WoM campaign on one of these products (0:30) • Each group presents the choices they have made & why (0:05 + 0:05)
- 36. Buzzer © 2009 - confidential Drinks & Beauty www.buzzer.biz 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, scientific. How can a product experience still be the base for a lot of word of mouth ? What kind of storytelling will work ?
- 37. Buzzer © 2009 - confidential Your pet is your best friend www.buzzer.biz The pet funeral A service for pet lovers starting from € 500, including the coffin Challenges: How the $%$#! can you create a product experience (without killing pets)? Who is your Generation 0?
- 38. Buzzer © 2009 - confidential Tena Lady, Tena Man www.buzzer.biz Incontinence material for men More and more men experience bladder weakness, but it is rarely talked about. Challenges: Who will be the perfect hairdressers? How can you get people to talk about it - and to relevant people?
- 39. Buzzer © 2009 - confidential Buzzing the climate www.buzzer.biz A climate friendly way of living Well, you know what it is. Sort of. Or is that actually the challenge...? Challenges: What are the buzzable benefits of a climate neutral way of living ? How can you experience these in a away that is worth talking about? How can you make people change their behavior?
- 40. Buzzer © 2009 - confidential Thanks. What’s your story ? www.buzzer.biz @sodderland sodderland willem@buzzer.biz sodderland slideshare.net/sodderland/uva2012