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