Providing simple guidelines for customer storytelling
Customer storytelling can be like bumper bowling – setting up some firm guidelines can help keep content out of the gutter and drive towards more stories.
Here are a few tips to consider to help your customers give you stories of quality and value.
- Seed Content: At the start of a night, great bartenders will “seed the tip jar” with a few dollars to trigger people to be more likely to tip. With stories it works the same way. If you start your program with 10-15 stories already in place, they’ll not only provide “social proof” that will result in even more content, but they’ll also provide a great example of the types of stories you hope to receive
- Timely feedback on submissions: if you’re moderating the customer stories, make sure you’re able to give daily feedback on submissions. You increase the chances that customers will share their story if you approve it quickly. And if the content doesn’t match your guidelines, you can give the customer quick recommendations so that you can use their story. In both cases, speed pays off.
- Brief explanations in all solicitation locations: if you’ve ever done usability testing, you realize how seldom customers read explanations on a page. But a little instruction goes a long way – use 5-7 word sentences, icons, graphics, and pictures to help your customers
- Tutorial video: although it can take more time, tutorial videos are the most explicit way to explain to your customers how you’d like them to participate
There are more options out there, so get creative, and you’ll be surprised at the increase in the quality of stories you receive.
Interested in learning more? Check out our webinar on The 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.