Where customers advocates share their stories: the importance of aggregation & creation

In our post about Selecting a customer storytelling mediumwe talked about the fact that customers differ in HOW they would like to tell their story. In particular, we showed that:

  • 81% would be willing to share a Star Rating (ala Yelp Review)
  • 50% would be willing to share a written story
  • 25% would be willing to share a photo
  • 10% would be willing to share a video

The result of our investigate was: to maximize customer participation, you should enable each of these options for your customer advocates.

Well, when it comes to WHERE customer advocates share their story, it’s very similar. Some customer advocates will be more comfortable sharing their story on their terms – on their Instagram account, on their Facebook profile, from their Twitter handle, and their own YouTube channel. And this is great for brands.

When customer advocates share their story from their own social network, it’s seen by their friends and personal network, which gives you increased exposure. It’s also seen as more trustworthy since it is an arms distance from your branded properties.

However, when it comes to content aggregation, you need to be aware of Digital Rights Management issues, many of which we highlighted in our blog post, Digital Rights Management – Trailblazing the new landscape.

However, content aggregation is not enough. As an example, one of our clients found the following when it came to their customer advocate stories:

aggregation & creation

Here, you see that:

  • 91% of all content was photos submitted by customer advocates on the brand’s website or Facebook page
  • 1% was videos submitted by customer advocates on the brand’s website or Facebook page
  • 6% was photos or videos aggregated from Instagram
  • 3% was videos aggregated from YouTube
  • 2% was photos, videos, or text aggregated from Twitter

Although in this case most of the content was photos submitted on their branded properties, we have many clients that see the majority of participation from Instagram…or YouTube…or Twitter. The truth is, it’s difficult to predict where the majority of participation will come from prior to starting your own customer storytelling program. So, to maximize participation, you want to allow customers to share their story HOWEVER and WHEREVER they would like.

We hope that these spark more ideas for you about how, where, and when to use these stories.  Interested in learning more? Check out our webinar onThe Science of Storytelling to learn more about how you can get started, or check out our Customer Storytelling Campaign Checklist to learn more about what you can do to get started today.