You’ve probably noticed that people love to tell stories about brands that have delighted them- and often about brands that let have them down.
But I don’t think that brands often make it easy for their fans to repeat the positive stories because they don’t share them in an accessible way.
Lately it seems like there is a lot of energy spent thinking about the negative potential of all the viral medium and how bad press gets passed along on blogs, FaceBook, Twitter etc.
But are we also doing enough to harness the positive potential of viral word of mouth?
One example of a company that actually has great customer stories to tell AND makes it easy to share is Zappos.
The company website has a robust blog filled with amazing stories like this one about a woman who reached out to Zappos when her friend lost all her belongings in a fire a few days before Christmas. The original request was to send some Ugg’s to the daughter in the effected family in a rush delivery in time for the holiday.
But Zappo’s went above and beyond and actually sent a complete holiday care package including a game of Monopoly, gift certificates, Zappo’s branded t-shirts, water bottles, etc so this family who had lost everything could have a little holiday cheer.
The grateful friend went on to make and post a “thank you” video for helping her friend through a difficult time.
This is a great story. And just one of hundreds like it for this brand. But what’s also great is how Zappos makes it easy for fans of the brand (like me) to have their loyalty reinforced and affirmed by making these kind of stories accessible and easy to share.
Are you celebrating the positive stories in your brand? And importantly are you make it easy for your brand fans to crow on your behalf?
Don’t look at it as self-promotion. Look at it as a way to help your customers celebrate their relationship with you by passing on the good news.
That’s my point of view. What’s your twist?
Do your favorite brands make it easy for you to share good stories?