Brand Promoter 2.0

SUMMER SCHOOL 2010 Brand Promoter and the Web 2.0 Thomas Plennert 23.07.2010

Thomas Plennert 2

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. Thomas Plennert 3

Brand Promoter? Marc Zuckerberg: “[…] Recommendations of a friend” Facebook-CEO Mark Zuckerberg „[...] Nothing is more interesting than recommendations of a close friend“ Thomas Plennert 4

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) Thomas Plennert 5

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) Thomas Plennert 6

Brand Promoter? Brand Promoter    „Social network“ „Personality“ „Loyalty“ personal personal personal/online/mobile How often How big an Does the does a influence customer speak customer does a positively or speak about customer negatively about the brand have on the brand in his with his people in his social setting? circle of social friends? setting? Thomas Plennert 7

Change/ Chance Thomas Plennert 8

Brand Promoter? Brand Promoter    „Social network“ „Personality“ „Loyalty“ personal online/ mobile personal online/ mobile personal/online/mobile How often Where/ how How big an Does the does a often does a influence customer speak customer customer does a How E-/ M- positively or speak about write openly customer Ready is a negatively about the brand about the have on customer? the brand in his with his brand on the people in his social setting? circle of internet? social friends? setting? Thomas Plennert 9

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) Thomas Plennert 10

Brand Promoters – what to do?? What to do with Brand Promoters? Watch! Listen! Help! …what they do …what they …them to now! want! communicate Thomas Plennert 11

Brand Promoters: Watch! Identify… ...sources ...tonalities ... ...topics ...the Buzz Thomas Plennert 12

Brand Promoters – Listen Ask, what they want Which media/ plattofrm do they use/ need Feedback-Channel Thomas Plennert 13

Brand Promoters – Help Content to talk about Integrate Product viral elements Give them a home Tools for sharing Help them to buzz Create the Use the social media, they plattform they want you to use would use Thomas Plennert 14

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? Thomas Plennert 15

Bye bye ... Thanks for listing.. …see you later! Thomas Plennert 16

SUMMER SCHOOL 2010 Brand Promoter and the Web 2.0 Thomas Plennert 23.07.2010

Brand Promoter 2.0

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