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  

www.buzzer.biz  

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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  

www.buzzer.biz  

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You  need:  a  product  experience  

Upload your photo and receive the picture printed On the photoprinter you consider buying

www.buzzer.biz  

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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.    

www.buzzer.biz  

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Crea,ng  a  virtual  product  experience…  

www.buzzer.biz  

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You  need:  The  right  Buzzers  

&  

www.buzzer.biz  

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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  

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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  

www.buzzer.biz  

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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...  

www.buzzer.biz  

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Campaigns  &  Community  

&

www.buzzer.biz  

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First  Objec,ves,  then  Tools  

www.buzzer.biz  

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Social  ≠  ‘Like’  &  ‘Fans’  

www.buzzer.biz  

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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  ?  

www.buzzer.biz  

Buzzer  ©

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Embrace  ‘Social  Ethics’  

Disclosure  

www.buzzer.biz  

Buzzer  ©

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Take  your  boss  to  Hyper  Island.  

www.buzzer.biz  

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Buzzable  Books  

Storytelling  Virality   Word  of  Mouth  

Consumer  Behaviour  

www.buzzer.biz  

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Thanks.  

@sodderland  h_p://www.linkedin.com/in/sodderland  h_p://www.facebook.com/willem.sodderland  willem@buzzer.biz