SUMMER SCHOOL 2009

Customer to Customer Communication

Thomas Plennert, 2009/07/24

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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