Verizon CrowdTap Case Study
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Verizon launched a program called VIPs to engage peer influencers and drive brand advocacy. The program identified passionate Verizon fans, activated them as advocates, and amplified their influence both online and offline. Over 35,000 advocates generated over 1.1 million engagements, reaching 8.1 million people and driving increases in brand preference, purchase intent, and advocacy through earned social media impressions.
Verizon CrowdTap Case Study
- 1. Verizon VIPs Engaging Peer Influencers To Drive Brand Advocacy
- 3. Two schools of thought Source: Fast Company, Is the Tipping Point Toast?; Apr 2008
- 4. Influence flows through small groups AdAge Digital, How Content is Really Shared: Close Friends, Not ‘Influencers’; Mar 2012
- 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 Size Source: Facebook, Anatomy of Facebook; Nov 2011
- 6. The Power of Peer Influence
- 7. Recommendations from peers drive sales Source: Crowdtap, 1000 people surveyed; Jan. 2012
- 8. Peer recommendations are the most trusted source of product information Source: Nielsen, Consumer Trust in Online… Grows; Apr. 2012
- 9. Peer influence is now scalable 9.6 Million Consumers 50K Influencers *Based on data from Crowdtap program norms
- 10. Turning Peer Influence Into Advocacy
- 11. Identify the source of influence
- 12. Start with your brand’s fans
- 13. Let influencers actually influence Would you be more inclined to sign up for a data plan if we offered free tethering?
- 14. Advocacy is ongoing not a campaign
- 15. Peer Influence in Action
- 16. We looked to drive deeper engagement
- 18. Verizon sought a solution to activate its most passionate advocates Identify Activate Amplify
- 19. Through the VIPS, Verizon built a program that would drive Advocacy Anywhere Online Offline Mobile
- 21. In-Home Demos
- 23. Testimonials and Reviews
- 25. Drive to Retail
- 26. Game Mechanics supercharge participation With Recognition +250 +500 +1000 pts pts pts
- 27. Engaging VIPs to drive Social Advocacy 3K 50K 12K Photos FB Posts Tweets 186 3K 750K Blogs Discussion Content Posts Shares
- 28. Fully measurable online & offline in Real Time
- 29. Creating a scalable Social Advocacy v 35,000+ 1.1M 8.1M 41M Social media Advocates Engagements Social Reach Impressions Reach channel a 8% a 18% a 27% Brand Purchase Intent Advocacy (NPS) Preference
- 30. Iskra Dobreva Social Media Strategist @iskradobreva Brandon Evans CEO, Founder @brandone