The Power of Peer Influence

THE EVOLUTION OF

INFLUENCE

SOCIAL MARKETING 1.0 = BUILDING A FOLLOWING

SOCIAL MARKETING 2.0 = MOVING FROM COLLECTING FANS TO ACTIVATING INFLUENCERS

DEFINING INFLUENCE: 2 SCHOOLS OF THOUGHT

Source: Fast Company, Is the Tipping Point Toast?; Apr 2008

INFLUENCE FLOWS THROUGH SMALL GROUPS

Source: AdAge Digital, How Content is Really Shared: Close Friends, Not ‘Influencers’; Mar 2012

PEER INFLUENCERS ARE MOST OF US

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 FOR PRODUCT INFORMATION

“ “Source: Nielsen, Consumer Trust in Online… Grows; Apr. 2012

PEER INFLUENCE CAN NOW SCALE EFFICIENTLYTHROUGH SOCIAL CHANNELS

9.6 Million Consumers

50KInfluencers

*Based on data from Crowdtap program norms

5 KEYS TO SUCCESS IN INFLUENCER MARKETING

IDENTIFY THE SOURCE OF INFLUENCE1

START WITH THE BRAND NOT THE INFLUENCER2

DON’T BE TOO SELECTIVE AT THE START3

LET INFLUENCERS ACTUALLY INFLUENCE4

ADVOCACY IS ONGOING NOT A CAMPAIGN5

GET THE FULL WHITEPAPER AT

PEERINFLUENCER.COM

Brandon EvansCEO, FounderTwitter: @brandonebrandone@crowdtap.com

The Power of Peer Influence