www.buzzer.biz
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Social Marke,ng What’s the buzz ?
Willem Sodderland,
Founder & CEO of Buzzer Social Marke5ng PlaForm
Not for Profit
www.buzzer.biz
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1. Wat is het & waarom is het nodig ?
2. Wat heb je ervoor nodig ?
3. Hoe krijgt het een plek in de organisa5e ?
Agenda
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Word of Mouth Marketing Social marketing Product seeding
Twitter marketing 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
Marke,ng 5.0 ?
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Word of Mouth in the Stone Age
Word of Mouth The act of consumers providing informa5on to other consumers.
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2002: Discovering word of mouth marke,ng.
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2010: the Wide World of WoM
Word of Mouth Marke.ng Giving people a reason to talk about your
products and make it easy to do so.
www.buzzer.biz
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Tradi,onal vs. Social Marke,ng
AGen,on Relevance Credibility Interac,on +
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Adver,sing & Word of Mouth
Advertising makes people
curious 1
Product experiences create
word of mouth 2
Word of Mouth makes curious people
comfortable to buy 3
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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
www.buzzer.biz
Buzzer ©
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1. Wat is het & waarom is het nodig ?
2. Wat heb je ervoor nodig ?
3. Hoe krijgt het een plek in de organisa5e ?
Agenda
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You need: a product experience
Upload your photo and receive the picture printed On the photoprinter you consider buying
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Pets & Insurances ?
Challenges: How the $%$#! can you create a product experience (without killing pets)
HealthCare Insurance for Pets The current policy reimburses costs of a vet and medicine when your pet gets ill.
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Crea,ng a virtual product experience…
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You need: The right Buzzers
&
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Met een snor hoef je geen gesprek te beginnen, dat
doet de ander wel.
Canon…
You need: a conversa,on starter
www.buzzer.biz
Buzzer ©
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1. Wat is het & waarom is het nodig ?
2. Wat heb je ervoor nodig ?
3. Hoe krijgt het een plek in de organisa,e ?
Agenda
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The Slow & Irreversible Revolu,on.
Social Marke,ng helps brands use the full poten,al of word of mouth and user engagement...
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Campaigns & Community
&
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First Objec,ves, then Tools
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Social ≠ ‘Like’ & ‘Fans’
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The future of ‘Like’ ?
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Metrics: WoM Quan,ty
G0
Buzzers
2.000
WoM interaction Buzzer - Consumer
WoM Interac,on
G1
70.000
40.000 30.000
WoM Trial
WoM interaction ‘Buzzee’ - Consumer
WoM Reach
360.000
FACTOR 6
FACTOR 4
G2
432.000
Total WoM
Total WoM
G0+G1+G2
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WoM 450.000
Total WoM
G0+G1+G2
€ 12, 2K Produc,on
€ 14,8K Shipping & Handling
€ 49,5 K Buzzer Fee
{ € 76,500
3rd Party
CPC = € 0,17
Metrics: Cost Per Conversa,on
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Metrics: Net Promoter Score
↑ Net Promoter Score
Promoters
Passives
Detractors
Before ACer
NPS
+2
+40 Hoe waarschijnlijk is het dat je product/merk X aanraadt ?
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Embrace ‘Social Ethics’
Disclosure
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Take your boss to Hyper Island.
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Buzzable Books
Storytelling Virality Word of Mouth
Consumer Behaviour
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Thanks.
@sodderland h_p://www.linkedin.com/in/sodderland h_p://www.facebook.com/willem.sodderland [email protected]