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Lecture by Thomas Plennert at Summer School, TU Braunschweig, Institut für Wirtschaftsinformatik (wi2), July 2009.
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SUMMER SCHOOL 2009
Customer to Customer Communication
Thomas Plennert, 2009/07/24
Thomas Plennert 2
Thomas Plennert 3
CCC – at a glace?
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CCC – who cares?
„[...] Nothing is more interesting than recommendations of a close friend“
Facebook-CEO Mark Zuckerberg
Marc Zuckerberg: “[…] Recommendations of a friend”
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CCC – who cares?
“Classical advertising is not working anymore”
(Booz Allen Hamilton)
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CCC – who cares?
“[…] about 3 million TV commercials each year customers are facing these days – there is more and more information overload – customers try to reduce this complexity ... by seeking recommendations of other customers!”
(Stiftung Warentest, McKinsey 2005)
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CCC – who cares?
“Yes, that’s true – there is an emancipation of customers, they just do it on their own!!”
(Prof. Diller, Nuremberg)
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CCC – who cares?
“¾ of those American consumers who heard a negative referral during the pre-sales phase went for another brand afterwards!”
(Millward Brown, WOM Influence Study, 2005)
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CCC – who cares?
“3 of 4 Germans can imagine buying products or services from someone who had been recommended for the purpose by a good friend or an acquaintance!”
(w&v Studiennewsletter 2006)
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CCC – who cares?
“70 percent of Americans trust other individuals in their social setting “as much as themselves”!
(Edelman Trust Barometer 2006)
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CCC – who cares?
Personal information attained from friends, acquaintances etc. has twice as much trust bonus as information from companies!”
(Millward Brown, WOM Influence Study, 2005)
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CCC – who cares?
The P&G daughter Tremor/ USA alone has 240,000 “Buzzers” – so-called WOM-Agents – working for them by bringing up new products in their social setting – and this without being paid or pressured into it (!).
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CCC – who cares?
The question: How big an influence do the following aspects have on your purchase decision in XY? (TOP 2-Value: „very big“ or „big“)
n = 1,220
Our Research
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CCC – how does it work?
Ad Seeding
Product Seeding
Idea Seeding
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CCC – how does it work?
Ad Seeding
„let people talk about you!“
„be present!“
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CCC – how does it work?
Ad Seeding/ Viral Marketing - Video Examples
negative/ shocking
positive / funny
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Product Seeding
CCC – how does it work?
„let people talk about you“
„be present!“
„let ‚them‘ test your products!“
„give ‚them‘ a chance to talk about your products with friends!“
„wait for a real feedback!“
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CCC – how does it work?
Product Seeding
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CCC – how does it work?
„let people talk about you“
„be present!“
„let ‚them‘ test your products!“
„give ‚them‘ a chance to talk your products with friends!“
„wait for a real feedback!“
„set up a real dialog!“
„create fans!“
„listen to your customers!“
Idea Seeding
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CCC – how does it work?
Idea Seeding
?
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Ad Seeding
Product Seeding
Idea Seeding
CCC – how does it work?
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CCC – success factors?
Any ideas... ???
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CCC – success factors?
Closeness to the customer
Product Reason to
talk
Market
Communication
Campaign
Person/ Opinion Leaders
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Opinion Leader
„Social network“
„Personality“ „Loyalty“
personal online/ mobile personal online/ mobile
How often does a
customer speak about the brand with his circle of friends?
Where/ how often does a
customer write openly about the
brand on the internet?
How big an influence does a
customer have on
people in his social
setting?
How E-/ M-Ready is a customer?
Does the customer speak
positively or negatively about the brand in his social setting?
personal/online/mobile
The Person as a factor of successful CCC – Opinion Leaders
CCC – success factors?
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CCC – how does it work?
Last, but not least…
…please recommend us to others!
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SUMMER SCHOOL 2009
Customer-to-Customer-Communication
Thomas Plennert
24.07.2009