Guest Post: Storytelling to Build Social Proof
Even after tragic loss, it is possible to find hope. Raising more than $1.2 million dollars, charity: water continues to inspire individuals to act even years after Rachel started her initial campaign.
A true leader in using stunning visual storytelling to engage consumers, charity: water’s remarkable success in social advocacy and online fundraising is largely built through stunning multimedia. With more than 1.3 million Twitter followers, and more than 210,000 Facebook likes, charity: water has truly mastered the art of getting people to form personal connections with their brand. And, by harnessing storytelling through social media – they have turned followers into activists.
The brand has built a high level of “social proof.”
What is social proof exactly?
Put simply, social proof is the positive influence created when people find out others are doing something – and now, suddenly, everyone else wants to do that same something.
This third-party validation can be a very powerful motivator. As consumers, the psychology of persuasion influences every day choices, from where to eat, to what clothes to wear, purchases to make, and causes to be part of. While the concept of social proof isn’t new, this style of impact has huge potential to grow virally given the way that consumers interact today on social media. According to recent research 70% of consumers trust brand recommendations from friends.
Tech Crunch offers that there are five different types of social proof. These range from Expert and Celebrity, which leverage the approval of these individuals to build digital influence to Wisdom of the Crowds,which highlights the popularity or large numbers of users who like a product, service or brand. While both of the above work in some instances, by and large, the most coveted type of social proof is theWisdom of Friends, because every marketer knows that referrals from friends are the way that consumers now make choices. Friendsreferred by friends ultimately make better customers, activists and givers – hands down.
One of the best ways to build social proof is by leveraging the power of personal stories. Real stories resonate with people and can catch their interest or engage their emotions. Stories are persuasive and more trusted by consumers than statistics, because they are able to transport consumers into the situation – engaging them and making them want to share… and then share again and again. This makes sense on many levels given that storytelling is one of the oldest and most effective forms of communicating.
charity: water uses content to align people with thousands of other people. Their stories and photos are hyper-localized, deeply connecting consumers to the impact they are helping to make. So deeply, that they then encourage others to participate in making impact too – Momentum builds and one by one consumers join the cause because of other friends who are engaged, thus building a dedicated network of brand advocates… or for charity: water, activists and donors.
Social proof IS the new marketing.
Any brand can engage social proof by being candid, authentic and letting testimonials speak for themselves. Through the sharing of compelling stories, brands can become equal partners, rather than corporate entities. It’s no longer enough to rely on pushed messages or advertising.
Through a continued commitment to storytelling via highly sharable digital content, charity: water has built a brand that incites the kind of loyalty, excitement, and inspiration most companies dream of.
It’s the stuff of fairy tales!