WOMMA Summit 2011. Bridging Online and Offline Word of Mouth

1. Verizon Wireless | INTEGRATED MARKETING
Bridging Online and Offline
Word of Mouth
Rowan Harper Danielle Gorsha Travis Freeman
MODAL MODAL MODAL
Beth Tourek
VERIZON WIRELESS

2. Talk to us
Beth Tourek: @btourek
Rowan Harper: @rowanharper
Danielle Gorsha: @daniellegorsha
Travis Freeman: @travisfreeman
VerizonInsider.com: @VerizonInsider

3. "Through using technology to
bridge the gap
between online and offline programs, brands
will create richer experiences that inspire
consumers to converse and engage with them
as they would a person."
-360i report

4. WOM offline WOM online
Building bridges

5. From a national brand

6. To area teams

7. To local
engagement

8. To in-person events

9. Build a successful bridge

10. “From online to offline to online again,
social consumers are checking into
businesses, fusing online and offline
engagement and influencing behavior
and decisions in the process.“
- Brian Solis
principal at Altimeter Group

11. True Engagement
The power
of a 2-way
conversation

12. WOM offline WOM online
A conversation hub

13. The bridge

14. A home
for all
this Facebook programs Events Concerts Sports
Blogs Sweepstakes Twier programs Gaming
Appearances QR code programs Sponsorships Photo Galleries

15. Individual
engagement
at the local
level

16. Pre-event Post Event
Facebook Gallery
posts
Blog
Tweets
Facebook
Eblasts Offline recaps
event
Sharing Sharing
How we engage

17. Relatable

18. Relatable
generate a highly
individualized experience
that connects with each user
on a deep, personal level

19. Choose the
group you
belong to,
and join
the team

20. Or reach a
very
specific
group

21. Actionable

22. Actionable
motivate users
to a desired
action by clearly
communicating
with impact and
precision

23. Denver Broncos fans take action and stay connected

24. Sharable

25. Sharable
Enable your
customers and
fans to share as
they please

26. Share the things you care most deeply about

27. Share a clever game

28. Share your
experience
or someone
else’s

29. Memorable

30. Memorable
Keep offline events
alive online aer
the event is over

31. Soccer clinic participants can share the experience

32. Customers and fans share their appreciation

33. Measurable

34. Measurable
develop a reporting
infrastructure that
addresses both
short-term and
long-term
engagement goals.

35. A growing community
Current Verizon Insiders: 129,773
A 101% year-over-year increase

36. Representing all mobile providers
40% of Insiders are non-customers

37. But with ongoing conversions

38. Our Insiders
Verizon Insiders are more “active” customers

39. An optimal outcome

40. Q&A
Beth Tourek: @btourek
Rowan Harper: @rowanharper
Danielle Gorsha: @daniellegorsha
Travis Freeman: @travisfreeman
VerizonInsider.com: @VerizonInsider