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Verizon CrowdTap Case Study

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Iskra Dobreva
Iskra Dobreva
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Verizon VIPs Engaging Peer Influencers To Drive Brand Advocacy
Defining Influence
Two schools of thought Source: Fast Company, Is the Tipping Point Toast?; Apr 2008
Influence flows through small groups AdAge Digital, How Content is Really Shared: Close Friends, Not ‘Influencers’; Mar 2012
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
The Power of Peer Influence
Recommendations from peers drive sales Source: Crowdtap, 1000 people surveyed; Jan. 2012
Peer recommendations are the most trusted source of product information Source: Nielsen, Consumer Trust in Online… Grows; Apr. 2012
Peer influence is now scalable 9.6 Million Consumers 50K Influencers *Based on data from Crowdtap program norms
Turning Peer Influence Into Advocacy
Identify the source of influence
Start with your brand’s fans
Let influencers actually influence Would you be more inclined to sign up for a data plan if  we offered free tethering?
Advocacy is ongoing not a campaign
Peer Influence in Action
We looked to drive deeper engagement
Verizon unlocked untapped Engagement
Verizon sought a solution to activate its most passionate advocates Identify Activate Amplify
Through the VIPS, Verizon built a program that would drive Advocacy Anywhere Online Offline Mobile
Pinterest Content Creation
In-Home Demos
Content Distribution
Testimonials and Reviews
Insight Gathering
Drive to Retail
Game Mechanics supercharge participation With Recognition +250 +500 +1000 pts pts pts
Engaging VIPs to drive Social Advocacy 3K 50K 12K Photos FB Posts Tweets 186 3K 750K Blogs Discussion Content Posts Shares
Fully measurable online & offline in Real Time
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
Iskra Dobreva Social Media Strategist @iskradobreva Brandon Evans CEO, Founder @brandone

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Verizon CrowdTap Case Study