Although many of the Top 10 Influencer Marketing Award winners chose to harness the power of social media when tapping in to their influencers, that wasn’t always the case.
Verizon FiOS, with the help of MWW, wanted to position their brand as a leader in connected home solutions… and they did it with the help of influencers in person rather than online.
The campaign centered on meet-ups in Boston and New York, and brought together leaders and professionals who made a name for themselves in online social networking groups. These influential individuals met in person, sharing and engaging with the products and services that start-ups and early adopters are building to optimize today’s connected home.
The guest list included entrepreneurs, developers, investors and tech executives interested in the future of the “digital living room.” They were encouraged to bring their apps and ideas for innovation in the connected home, and discuss this with other attendees to build their professional networks. In addition to entrepreneurs and start-ups, technology leaders from companies like Cisco, Harvard Business School, Nokia and the MIT Sloan School also attended.
Thanks to the highly targeted guest list, Verizon FiOS was able to connect with key members of the technology and start-up space. As the host of the events, and through their in-person demos, they established themselves as the gold standard in the connected home space.
But they didn’t just leave the conversation at the door when the event was over. Verizon’s Twitter, LinkedIn groups and News Centre website offered ongoing communication with the meet-up attendees. This encourages the community to continue to engage with each other, and keeps Verizon firmly in the center of the network.
By networking in-person, Verizon established strategic partnerships with highly influential developers, investors and tech executives in the connected home space. From just the two meet-ups in Boston and New York, Verizon expanded its database to over 1,000 members of the innovation and technology communities, with more than 20 potential partners and over 400 attendees.
Because the initial program was so successful the company is planning additional meet-ups across the country in the near future.
This post is part of a series examining the best in influencer marketing. As a winner of the Top 10 Influencer Marketing Awards, the Bing Summer of Doing campaign is a great example of how to do influencer marketing right – you can click here, here, here, here, here or here for other awesome examples.
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