Download - Social Marketing voor non-profit organisaties - Willem Sodderland voor DDMA

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Social Marke,ng What’s the buzz ?

Willem Sodderland,

Founder & CEO of Buzzer Social Marke5ng PlaForm

Not for Profit

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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.

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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

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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

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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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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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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]