Verizon VIPs

Engaging Peer Influencers

To Drive Brand Advocacy

Defining Influence

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

Two schools of thought

Influence flows throughsmall groups

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

Source: Facebook, Anatomy of Facebook; Nov 2011

Peer influencers are most of us

0 50 100 200 500 1,000 5,000

Social Laggards Peer Influencers Social BroadcastersSmall, underdeveloped

social graphAverage network size of

close, personal connectionsMany loose, impersonal

social connections

Popu

latio

n

Network Size

The Power of Peer Influence

Source: Crowdtap, 1000 people surveyed; Jan. 2012

Recommendations from peers drive sales

Peer recommendations are themost trustedsource of product information

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

9.6 MillionConsumers

50KInfluencers

*Based on data from Crowdtap program norms

Peer influence is now scalable

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 ongoingnot a campaign

Peer Influence in Action

We looked to drivedeeper engagement

VerizonunlockeduntappedEngagement

Verizon sought a solution to activate its most passionate advocates

Identify Activate Amplify

AdvocacyAnywhere

Through the VIPS, Verizon built a program that would drive

Online Offline Mobile

PinterestContent Creation

In-Home Demos

Content Distribution

Testimonials and Reviews

Insight Gathering

Drive to Retail

Game Mechanicssupercharge participation With Recognition

+500pts

+250pts

+1000pts

Engaging VIPs to drive Social Advocacy

12KTweets

50KFB Posts

186Blogs

3KDiscussion

Posts

750KContent Shares

3KPhotos

Fully measurable online & offline inReal Time

Creating a scalable

SocialAdvocacy

mediachannel

v

35,000+Advocates

8.1MSocial Reach

41M Social Impressions Reach

1.1MEngagements

27%Advocacy (NPS)

8%Brand

Preference

a a18%Purchase Intenta

Iskra DobrevaSocial Media Strategist

@iskradobreva

Brandon EvansCEO, Founder

@brandone