Verizon CrowdTap Case Study

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Verizon CrowdTap Case Study

  1. 1. Verizon VIPsEngaging Peer InfluencersTo Drive Brand Advocacy
  2. 2. Defining Influence
  3. 3. Two schools of thoughtSource: Fast Company, Is the Tipping Point Toast?; Apr 2008
  4. 4. Influence flowsthroughsmall groups AdAge Digital, How Content is Really Shared: Close Friends, Not ‘Influencers’; Mar 2012
  5. 5. Peer influencers are most of us Social Laggards Peer Influencers Social Broadcasters Small, underdeveloped Average network size of Many loose, impersonal social graph close, personal connections social connections Population 0 50 100 200 500 1,000 5,000 Network SizeSource: Facebook, Anatomy of Facebook; Nov 2011
  6. 6. The Power of Peer Influence
  7. 7. Recommendations from peers drivesalesSource: Crowdtap, 1000 people surveyed; Jan. 2012
  8. 8. Peerrecommendationsare themost trustedsource of productinformation Source: Nielsen, Consumer Trust in Online… Grows; Apr. 2012
  9. 9. Peer influence is now scalable 9.6 Million Consumers 50K Influencers*Based on data from Crowdtap program norms
  10. 10. Turning Peer Influence Into Advocacy
  11. 11. Identify the source of influence
  12. 12. Start with yourbrand’s fans
  13. 13. Let influencers actually influence Would you be more inclined to sign up for a data plan if  we offered free tethering?
  14. 14. Advocacy is ongoingnot a campaign
  15. 15. Peer Influence in Action
  16. 16. We looked to drivedeeperengagement
  17. 17. VerizonunlockeduntappedEngagement
  18. 18. Verizon sought a solutionto activate its mostpassionate advocates Identify Activate Amplify
  19. 19. Through the VIPS, Verizon built aprogram that would drive Advocacy Anywhere Online Offline Mobile
  20. 20. PinterestContent Creation
  21. 21. In-Home Demos
  22. 22. ContentDistribution
  23. 23. Testimonials and Reviews
  24. 24. Insight Gathering
  25. 25. Drive to Retail
  26. 26. Game MechanicssuperchargeparticipationWith Recognition +250 +500 +1000 pts pts pts
  27. 27. Engaging VIPs to drive Social Advocacy 3K 50K 12K Photos FB Posts Tweets 186 3K 750K Blogs Discussion Content Posts Shares
  28. 28. Fully measurableonline & offline inReal Time
  29. 29. Creating a scalable Social Advocacy v35,000+ 1.1M 8.1M 41M Social mediaAdvocates Engagements Social Reach Impressions Reach channel a 8% a 18% a 27% Brand Purchase Intent Advocacy (NPS) Preference
  30. 30. Iskra DobrevaSocial Media Strategist @iskradobrevaBrandon EvansCEO, Founder @brandone

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