Customer to Customer Communication

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Lecture by Thomas Plennert at Summer School, TU Braunschweig, Institut für Wirtschaftsinformatik (wi2), July 2009.

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Customer to Customer Communication

  1. 1. SUMMER SCHOOL 2009 Customer to Customer Communication Thomas Plennert, 2009/07/24
  2. 2. Thomas Plennert 2
  3. 3. CCC – at a glace? Thomas Plennert 3
  4. 4. CCC – who cares? Marc Zuckerberg: “[…] Recommendations of a friend” Facebook-CEO Mark Zuckerberg „[...] Nothing is more interesting than recommendations of a close friend“ Thomas Plennert 4
  5. 5. CCC – who cares? “Classical advertising is not working anymore” (Booz Allen Hamilton) Thomas Plennert 5
  6. 6. 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) Thomas Plennert 6
  7. 7. CCC – who cares? “Yes, that’s true – there is an emancipation of customers, they just do it on their own!!” (Prof. Diller, Nuremberg) Thomas Plennert 7
  8. 8. 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) Thomas Plennert 8
  9. 9. 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) Thomas Plennert 9
  10. 10. CCC – who cares? “70 percent of Americans trust other individuals in their social setting “as much as themselves”! (Edelman Trust Barometer 2006) Thomas Plennert 10
  11. 11. 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) Thomas Plennert 11
  12. 12. 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 (!). Thomas Plennert 12
  13. 13. CCC – who cares? Our Research 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 Thomas Plennert 13
  14. 14. CCC – how does it work? Idea Seeding Product Seeding Ad Seeding Thomas Plennert 14
  15. 15. CCC – how does it work? „let people talk about you!“ Ad „be present!“ Seeding Thomas Plennert 15
  16. 16. CCC – how does it work? Ad Seeding/ Viral Marketing - Video Examples negative/ shocking positive / funny Thomas Plennert 16
  17. 17. CCC – how does it work? „wait for a real feedback!“ „let people talk about you“ Product Seeding „be present!“ „let ‚them‘ test your products!“ „give ‚them‘ a chance to talk about your products with friends!“ Thomas Plennert 17
  18. 18. CCC – how does it work? Product Seeding Thomas Plennert 18
  19. 19. CCC – how does it work? „wait for a real feedback!“ „let people talk about you“ Idea Seeding „set up a real dialog!“ „create fans!“ „listen to your customers!“ „be present!“ „let ‚them‘ test your products!“ „give ‚them‘ a chance to talk your products with friends!“ Thomas Plennert 19
  20. 20. CCC – how does it work? ? Idea Seeding Thomas Plennert 20
  21. 21. CCC – how does it work? Idea Seeding Product Seeding Ad Seeding Thomas Plennert 21
  22. 22. CCC – success factors? Any ideas... ??? Thomas Plennert 22
  23. 23. CCC – success factors? Campaign Reason to Product talk Person/ Opinion Leaders Communication Market Closeness to the customer Thomas Plennert 23
  24. 24. CCC – success factors? The Person as a factor of successful CCC – Opinion Leaders Opinion Leader    „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 24
  25. 25. CCC – how does it work? Last, but not least… …please recommend us to others! Thomas Plennert 25
  26. 26. SUMMER SCHOOL 2009 Customer-to-Customer-Communication Thomas Plennert 24.07.2009 Thomas Plennert 26

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