vedis conferentie 2010: de kracht van word of mouth
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Presentatie op het Vedis congres van 18 mei 2010 in Utrecht.TRANSCRIPT
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Word of MouthVan fenomeen naar marketing strategie.
Willem Sodderland Founder & CEO of BuzzerUtrecht, 18 mei 2010
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What about marketing ?
Perception changes everything.
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Raadseltje.
+ + =
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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
Marketing 5.0 ?
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Voetbal Coaches & Klusveilingen
myfootballclub.co.ukEindelijk zelf voetbal coach…
klusbode.nl Klussen ? Wie biedt ?
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Sociale Democratie
Burgers bedenken projecten om de buurt te verbeteren en stemmen welke het meeste aandacht verdienen. De locale overheid neemt actie.
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Social shopping.
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Een winkel op Facebook in 5 minuten.
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Perceptie: Traditional vs. Social
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Social Marketing = Word of Mouth
Adverteren maakt mensen nieuwsgierig1
Productervaringen zorgen voor
Word of Mouth2
Word of Mouth maakt nieuwsgierige mensen
comfortabel om te kopen3
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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 Musketiers & 1600 Kappers
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Buzzer.
Product-ervaring & BuzzTools
Genereer Trial & Buzz
Feedback op Product & Marketing
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World of WoM
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Buzzen zonder grenzen.
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BuzzTools & Storytelling: more, better buzz.
Het spel: welke van deze situaties tast het meest je zelfvertrouwen aan ?Het gesprek: eerst over de context, dan het product.
Dove Hairminimising: Minder behoefte om oksels te scheren.
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WoM: Pull via Retail
Buzzers vragen apothekers of ze de nieuwe Pure Care range willen gaan verkopen.
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Jillz op de tap.
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Wieckse Rosé door Nederland
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Social networks: Radio Shack & Facebook
A custom Facebook application creates a mosaïc of
your Friends’ pictures, promoting two digital cameras
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WoM in Retail: meer voorbeelden
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Buzzable boeken.
StorytellingWord of Mouth Kuddes
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Contact
Deze presentatie vind je op: slideshare.org/sodderland/vedis2010
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Q & (hopefully) A
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