We’ve all heard stories about companies who do remarkable things for their customers that results in people talking about them. These examples include the Nordstrom’s employee who accepted a return for tires, Zappos providing surprise overnight shipping, or Gary Vaynerchuk sending a Mark Sanchez jersey to a customer, even though he sells wine. Delighting customers with unexpected acts of kindness doesn’t have a directly measurable ROI, but often times it leads to loyal customers and evangelists who spread a story.
I recently learned that doing remarkable and unexpected things can also get the attention of the linkerati and lead to social media mentions and even a link on one of the most popular internet marketing blogs. And all it took was Twitter and Diet Coke.
It was 9am on a Tuesday and I was getting settled into work when I decided to check Twitter. I noticed the following Tweet from one of my favorite internet marketing bloggers:
“Hmmm.” I thought. “Wouldn’t it be funny if someone actually delivered some Diet Coke to Ian”. After a few moments of wondering how something like that would be received, I decided to do it and find out. I have been a fan of Ian Lurie’s Conversation Marketing blog for years and thought it would be fun and unexpected.
I drove to the grocery store, picked up two 12 packs of Diet Coke, and went to the Portent Interactive office which happened to be 15 minutes away from my location. I walked into their entrance and was suddenly in front of several desks of Portent employees. I walked up to the first desk and told an employee that I noticed on Twitter that they were out of Diet Coke. Fortunately they pretty quickly realized it was for Ian and accepted the boxes.
I drove off laughing because I thought this was probably one of the most random things I have ever done. Within minutes I saw Ian Lurie’s Tweet.
When I got back to my desk I read an email from Ian stating that I had definitely earned a link and it was one of the most brilliant displays of social media marketing he had ever seen. Later that night Ian published a post titled How Social Media Works on Conversation Marketing. I had just earned a link to my company’s website from one of the most popular marketing blogs which has a domain authority of 70 and links from 1,674 domains according to SEOMoz.
Soon people I admire in the SEO community like Dr. Pete from User Effect were Tweeting about it and even Rand Fishkin noticed.
Wow!
I never expected all of this to happen simply from helping someone on Twitter, but it makes perfect sense. I must have subconsciously channeled years of reading books like Seth Godin’s Purple Cow about the importance of being remarkable. It really does work, in both off-line and online marketing if executed well. Here are some of my top takeaways from the experience.
Help Others Without Expectation of Reciprocation
When you help others with no expectation of receiving something back in return, good things tend to happen. People are naturally compelled to reciprocate when they have been helped, like telling their friends why they should do business with you or linking to your site. Even if you don’t get a link at least you will be happier. According to a studies, people get a stronger boost in happiness from helping others rather than helping themselves.
Keep An Eye Out for Opportunities to Be Helpful in Social Media
If someone talks about a problem they are having in social media, look for ways that you can help. People frequently talk about things they need help with or problems they are having. If you are proactive and go out of your way to help them, it will almost always be appreciated. I use Tweetdeck to organize people into lists to focus on Tweets from the most relevant people.
Do Something Totally Unexpected
One secret to delighting customers is to do something nice for them that they don’t expect. This makes it remarkable and worth talking about. This requires some creativity but there are several good examples for inspiration like the Southwest rapping flight attendant or Kimpton Hotels’ response to a customer’s request for a bed full of puppies and bathtub full of Reese’s Pieces.
Keep your eyes open for opportunities to do remarkable and generous things for your customers, community, and linkerati and you might give them a story worth sharing.
Update December 23, 2011: Diet Coke noticed the story and responded… 🙂
