brand promoter 2.0
DESCRIPTION
Thomas Plennert: Brand Promoter 2.0. Lecture at Summer School 2010 (TU Braunschweig) on Corporate Communications 2.0. Braunschweig, 2010-07-23. Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2)TRANSCRIPT
SUMMER SCHOOL 2010
Brand Promoter and the Web 2.0
Thomas Plennert
23.07.2010
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Brand Promoter?
In general:
People, who talk or write in a positive, mostly enthusiastic way, about a brand and who do have a huge influence on the opinion of their environment.
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Brand Promoter?
„[...] Nothing is more interesting than recommendations of a close friend“
Facebook-CEO Mark Zuckerberg
Marc Zuckerberg: “[…] Recommendations of a friend”
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Brand Promoter?
“70% of US-americans trust other individuals in their social setting „as much as them selves“! (Edelman Trust Barometer 2006); Personal information attained from friends, acquintances etc. have double the trust-bonus than information from companys!“ (Millward Brown, WOM Influence Study, 2005)
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Brand Promoter?
“3 of 4 germans can imagine buying products or services from someone who was recommended for the purpose by a good friend or an acquaintance!“ (w&v Studiennewsletter 2006)
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Brand Promoter
„Social network“
„Personality“ „Loyalty“
personal personal
How often does a
customer speak about the brand with his circle of friends?
How big an influence does a
customer have on
people in his social
setting?
Does the customer speak
positively or negatively about the brand in his social setting?
personal/online/mobile
Brand Promoter?
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Change/ Chance
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personal personal
How often does a
customer speak about the brand with his circle of friends?
How big an influence does a
customer have on
people in his social
setting?
Does the customer speak
positively or negatively about the brand in his social setting?
personal/online/mobile
Brand Promoter
„Social network“
„Personality“ „Loyalty“
online/ mobile online/ mobile
Where/ how often does a
customer write openly about the
brand on the internet?
How E-/ M-Ready is a customer?
Brand Promoter?
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Brand Promoters/ Example: Fashion
Brand Promoter Ranking 2010
Number of potential Brand Promoters in Germany
• Brand Promoters per company
• 7 Industrial sectors
• Biggest market research project in Europe (20.000 interviewees per year)
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Brand Promoters – what to do??
What to do with Brand Promoters?
Watch! …what they do now!
Listen! …what they want!
Help! …them to communicate
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Brand Promoters: Watch!
Identify…
...the Buzz
...sources
...
...tonalities
...topics
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Brand Promoters – Listen
Ask, what they want
Which media/ plattofrm do they use/ need
Feedback-Channel
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Brand Promoters – Help
Create the plattform they
would use
Product Integrate
viral elements
Help them to buzz
Tools for sharing
Content to talk about
Give them a home
Use the social media, they want you to use
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Brand Promoters – „Work Order“
TUgether:
Which viral elements can we integrate in TUgether? What makes people talk about TUgether? What kind of features may users show their friends? How can we help „fans“ to talk about TUgether?
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Bye bye ...
Thanks for listing..
…see you later!
SUMMER SCHOOL 2010
Brand Promoter and the Web 2.0
Thomas Plennert
23.07.2010