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

1. SUMMER SCHOOL 2009
Customer to Customer Communication
Thomas Plennert, 2009/07/24

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3. CCC – at a glace?
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4. CCC – who cares?
Marc Zuckerberg: “[…] Recommendations of a friend”
Facebook-CEO Mark Zuckerberg
„[...] Nothing is more interesting than
recommendations of a close friend“
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5. CCC – who cares?
“Classical advertising is not working anymore”
(Booz Allen Hamilton)
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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)
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7. 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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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)
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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)
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10. 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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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)
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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 (!).
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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
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14. CCC – how does it work?
Idea
Seeding
Product
Seeding
Ad
Seeding
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15. CCC – how does it work?
„let people talk about you!“
Ad „be present!“
Seeding
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16. CCC – how does it work?
Ad Seeding/ Viral Marketing - Video Examples
negative/ shocking
positive / funny
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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!“
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18. CCC – how does it work?
Product Seeding
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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!“
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20. CCC – how does it work?
?
Idea Seeding
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21. CCC – how does it work?
Idea
Seeding
Product
Seeding
Ad
Seeding
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22. CCC – success factors?
Any ideas... ???
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23. CCC – success factors?
Campaign
Reason to
Product talk
Person/
Opinion Leaders Communication
Market Closeness to the
customer
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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?
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25. CCC – how does it work?
Last, but not least…
…please recommend us to others!
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26. SUMMER SCHOOL 2009
Customer-to-Customer-Communication
Thomas Plennert
24.07.2009
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