what's the buzz ? wom at the uva 2012
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Word of Mouth MarketingIt’s not what people hear, it’s what they repeat.
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Willem SodderlandFounder & CEO Jorien Langedijk
WoM Wisdom Worker
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2002: 50 juicy ambassadors.
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2005: the Birth of Buzzer
Potential Proposition+ =Purpose
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(THE BUZZER PLATFORM)
Buzzer: Product, Story & Buzz
THE BRAND
(THE
MAR
KET)
(SELECTED CONSUMERS)
Product-experience & BuzzTools
Generate Trial & Buzz
Feedback on Product & Marketing
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150.000 Buzzers, 175 campaigns, 6 countries
Word of Mouth MarketingGiving people a reason to talk about products and make it easy to do so.
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Traditional vs. Social Marketing
Attention • RelevanceCredibility • Interaction+
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The essence of Marketing.
Advertising makes people
curious1
Product experiences create
word of mouth2
Word of Mouth makes curious people
comfortable to buy3
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WoM = Get Rich Quick ?
+=
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The rise of ‘social’.
150 million per day 1 billion per day
“Stories in social media are like wet snow. 95% disappear as soon as they hit the ground” Steve Rubel, Director Edelman Digital
"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. PrahaladThe Future of Competition
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Sharing & Attention
≠
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Likes ≠ Fans
“70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to market to them”
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I’m lost. Help me.
Willem Sodderland, very wize individual
“Word of Mouth marketing should be about optimizing buzzability”
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The right Buzzers.
&
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Tedx & Taxi’s.
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Trying chicken: an adventure.
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Huhntersuchers in the oven
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Pimping the product experience.
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Buzzable Blind Tasting Session.
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Bags that start a conversation.
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Start conversations in a relevant context.
Would you save my life ? Question that triggers social network friends to become organ donors.
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Make the taboo talk of the town
“Most Embarassing Moments”
Dove Hairminimising: feel less need to shave your armpit.
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Disruption creates conversations.
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Shitty Storytelling.
Help, my baby is shrinking !
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Turning Bad Buzz into Good buzz...
After how many times brushing does the tickling go away ?
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WoM Domains
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YOUR CLOTHES - UNWRINKLEDThe 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].
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Start the conversation...
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...extend to a platform
Your friends UNWRINKLEDWith 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).
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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...
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Optimizing Buzzability.
BuzzBuzz
Buzz
BuzzBuzz
BuzzBuzz
Buzz
Buzz
Conversation Starters Pimped Product (Experience) Trial Adventures Brilliant Bad Buzz Claim Experiences
BuzzTools TM
Buzz!
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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.
Advertised Sampled Buzzed Buzzers0.0
100.0
200.0
300.0
400.0
500.0
600.0
100.0
212.5
375.0
512.5
People buzzed have 175% higher buying intention than sampled consumers
Buyi
ng In
tenti
on (i
ndex
ed)
“The reach of buzzing is huge”
5000 1.000.000
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Your mission if you decide to accept it…
• Design a campaign centred around WoM• Optimize Buzzability• Present which choices you have made & why
WoM Campaign
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?
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Who’s your hairdresser?
• Regular consumers • Fans/Promoters• Bloggers • Buzzers
Trade-offs:Fans vs. new users
Few to many vs. many to few
“43% of the Facebook users have become fan of a brand” (ExactTarget)
“15% of the population is generates 30% of the buzz” (Keller Fay)
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Credible WoM needs a product experience
Die Empfehlung basiert auf einer Produkterfahrung (1)
Die Empfehlung enthält einige kritische Anmerkungen (2)
Die Ausführlichkeit/der Umfang einer Empfehlung (3)
Der Sender einer Empfehlung ist mir soweit bekannt, dass ich mir eine Meinung über ihn bilden kann (4)
Das differenzierte Umfeld einer Empfehlung, dass z.B. Empfehlungen und Meinungen vorkommen (5)
Die Empfehlung entspricht meinen persönlichen Vorlieben (6)
Die Online-Plattform zum Austausch von Empfehlungen (7)
0% 20% 40% 60% 80% 100%
96,4%
87,6%
84,6%
77,4%
77,3%
67,6%
67,4%
Bestimmende Elemente für die Glaubwürdigkeit einer Empfehlung im Internet
sehr wichtig eher wichtig
Trade-off: a product experience vs. an in-depth product experience + costs
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Optimize buzzability
• What’s the story?• How to increase reach?• A conversation starter needed? • A taboo to break through?
Buzz…
Slow, talk to fewStops quickly
Low quality storiesTaboo’s
Matchmaking
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Turning Bad Buzz into Good buzz...
After how many times brushing does the tickling go away ?
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Choose the challenge…
Pet funeralIncontinence
material for menClimate-friendly
livingSip
Beauty drink
Product
• 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)
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Drinks & Beauty
ChallengesThe 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 ?
Sip BeautydrinkNice tasting drink with natural ingredients which claims that it helps improve your skin, make it more beautiful.
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Your pet is your best friend
Challenges: How the $%$#! can you create a product experience (without killing pets)?Who is your Generation 0?
The pet funeralA service for pet lovers starting from € 500, including the coffin
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Tena Lady, Tena Man
Challenges: Who will be the perfect hairdressers?How can you get people to talk about it - and to relevant people?
Incontinence material for menMore and more men experience bladder weakness, but it is rarely talked about.
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Buzzing the climate
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?
A climate friendly way of livingWell, you know what it is. Sort of. Or is that actually the challenge...?
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Thanks. What’s your story ?
sodderland
@sodderland
sodderland
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