Energizing: The Power of Advocate Stories
Another great way to energize your Advocates is to invite them to create stories.
Stories are brief written or video statements where Advocates talk about how your company, brands, or products are making their lives better, easier, or more productive.
Advocates' stories are powerful because they're real. They help you build credibility, generate referral leads, and accelerate sales.
Buick, a brand on the comeback trail, wants consumers to shift the way people think about luxury—and about Buick. So Buick is getting its Advocates to write and share stories about why they love their Buicks. In only a few weeks, Buick Advocates have written over 1,600 love letters and 16 percent of Advocates have shared them on Facebook (see Figure 18.1).
Advocate stories differ from Advocate reviews in three ways:
When you ...