Thomas Plennert discusses brand promoters and how they can help brands in the age of Web 2.0. Brand promoters are people who enthusiastically endorse brands to their social networks. Research shows that personal recommendations from friends are highly trusted. Brand promoters influence others through their social networks, personalities, and loyalty. To leverage brand promoters, companies should watch what they do online, listen to what they want through feedback channels, and help them communicate effectively by providing tools and content to share.

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

2. Thomas Plennert 2

3. 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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4. Brand Promoter?
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. 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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6. 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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7. 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?
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8. Change/ Chance
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9. 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?
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10. 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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11. Brand Promoters – what to do??
What to do with Brand Promoters?
Watch! Listen! Help!
…what they do …what they …them to
now! want! communicate
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12. Brand Promoters: Watch!
Identify…
...sources
...tonalities
... ...topics
...the Buzz
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13. Brand Promoters – Listen
Ask, what they want
Which media/ plattofrm do they use/ need
Feedback-Channel
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14. 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
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15. 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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16. Bye bye ...
Thanks for listing..
…see you later!
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17. SUMMER SCHOOL 2010
Brand Promoter and the Web 2.0
Thomas Plennert
23.07.2010