Willem Sodderland, Founder & CEO of Buzzer, Europe's leading Word of Mouth Marketing aganecy, presents at the Bridge2Food conference in Amsterdam on Sports & Performance Nutrition. Topic: Word of Mouth Marketing.

1. Word of Mouth Marketing What’s the buzz ? slideshare.net/sodderland/bridge2food2011 Willem Sodderland, Founder & CEO of Buzzer

2. Buzz in the Stone Age Word of Mouth The act of consumers providing information to other consumers.

3. 2002: 50 juicy ambassadors.

4. 2011: 125.000 Buzzers Word of Mouth Marketing Giving people a reason to talk about products and make it easy to do so.

5. Traditional vs. Social Marketing + Attention • Relevance Credibility • Interaction

6. The essence of Word of Mouth. 1 Advertising makes people curious Word of Mouth makes curious people comfortable to buy 3 2 Product experiences create word of mouth

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

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

9. WoM = Get Rich Quick ? + =

10. Wet snow. “When you broadcast your message, your audience may not be home” Steve Rubel, SVP, Director of Insights for Edelman Digital 150 million per day 1 billion per day

11. Sharing & Attention ≠

12. Likes ≠ Fans “70% of consumers who “FANNED” a brand on Facebook didn’t feel they’d given this company permission to market to them”

13. The future of ‘Like’ ?

14. Word of Mouth Marketing is an art.

15. The right Buzzers. &

16. Buzzable garbage.

17. Shitty Storytelling. Help, my baby is shrinking !

18. Bags that start a conversation.

19. Share a kidney in social media ? Would you save my life ? Question that triggers social network friends to become organ donors.

20. Trying chicken: an adventure.

21. Huhntersuchers in the oven

22. Buzzable Blind Tasting Session.

23. Make the taboo talk of the town Dove Hairminimising: feel less need to shave your armpit. “Most Embarassing Moments”

24. Turn the laundry into a conversation Whitewashing: 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…

25. Turning Bad Buzz into Good buzz... After how many times brushing does the tickling go away ?

26. Buzzable Baton

27. Social Relay Race

28. From online to offline buzz.

30. Pimped Product (Experience)

31. Trial Adventures

32. Brilliant Bad Buzz

33. Claim ExperiencesBuzz Buzz Buzz Buzz Buzz! Buzz Buzz Buzz Buzz Buzz BuzzTools TM

34. Social = Search Consumer Reviews in Google

35. Show me the money. 5000 1.000.000 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”  

36. Thanks. The buzz starts here. @sodderland sodderland Willem_Sodderland willem@buzzer.biz sodderland slideshare.net/sodderland/bridge2food

37. Build more buzz into the product. iPod. HealthCare Insurance for Pets When your pet gets ill, they pay you. Where’s the buzz ?

38. Huuuuuhh ?

39. Mass customised storytelling