social marketing voor non-profit organisaties - willem sodderland voor ddma
DESCRIPTION
De DDMA organiseerde een middag die volledig in het teken stond van non profit organisaties, en hoe zij zich het beste kunnen profileren via Social Marketing.Dit is de presentatie van Willem Sodderland. Willem introduceerde de non profijt organisaties op een luchtige maar heldere manier over het wat en waarom van Social Marketing. Met veel goede voorbeelden werd duidelijk wat het nut van Social Marketing eigenlijk is. Zo brengt het de nieuwsgierige en de ervaren gebruikers bij elkaar wat tot de 'perfecte' Word of Mouth leidt.TRANSCRIPT
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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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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
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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]