Is there something you are so passionate about that you relish the opportunity to talk about it and tell other people? And next thing you know, those people share your same interest and sentiment for it too? Maybe it was your new hybrid car, a brand of jeans, a restaurant or a new band you discovered. Word of mouth is nothing new and it’s still the most powerful form of marketing in our opinion. However, when brands identify and listen to their natural, self-made evangelists to empower their passion, it becomes an epic force.
This is exactly what Digital Royalty has been helping author Tony Hsieh, Zappos CEO, do with his Delivering Happiness: A Path to Profits, Passion & Purpose #1 New York Times Bestseller.
As part of the Delivering Happiness book team we have helped organize a Very Happy Person (VHP) program to harness the power of our most active, vocal, and passionate supporters in order to fuel an overall happiness movement that lives beyond the successful launch of the book.
The first step in identifying the brand ambassadors actually started before the book even hit shelves with a Delivering Happiness blogger program that allowed people to apply to the blogger program. Selected bloggers received two advanced copies, and in exchange they were asked to write an honest review (via a blog post) the day of the book launch, or leading up to it.
More than 800 bloggers from around the world were welcomed in the blogger program. One thing that was unique about the Delivering Happiness blogger program is that it wasn’t limited to business bloggers. The program included everything from food bloggers to photography bloggers. By not limiting it to a specific industry or topic, Delivering Happiness was able to reach a larger and more diverse audience. Recently, our newly segmented, dR-dubbed “Blogger Relations” Department (comprised of every member of our team) dug through 800+ blogs to identify the people who fit within the VHP program requirements.
In addition to bloggers, VHP’s are identified on Twitter, Facebook, Dailybooth, Meetup platforms and all other social media touch points. We looked for people who expressed the desire to spread the movement whether it be via frequent comments on our blog posts, Facebook updates, or retweeting book quotes and information. We’re the first to admit that reading hundreds of blog posts, responding to tweets, Facebook comments, and emails can require a hefty time investment but it is an investment with a unique return: the development of invaluable brand ambassadors. Or in our case, a Very Happy Person.
Collectively, our Very Happy Person program is a group of virtual leaders. They are the grassroots of the Delivering Happiness movement, and have the ability to make things happen – whether that’s generating buzz on Twitter or the blogosphere, or simply rallying their friends. Whatever your brand’s purpose may be, identifying and empowering passionate customers/fans to promote your product or service can arguably be the most effective form of marketing. Why? Because each passionate customer and/or fan already has a preexisting loyal audience who values what they have to say. These special “delivery agents” makes the message real, tangible, more relevant and trust-worthy. Just like celebrities, these are your brand’s influencers. And, influence converts.
What’s next for the Delivering Happiness VHP’s? Already, the VHP’s have played an intricate process in helping the team plan the Delivering Happiness Bus Tour stops and events, by providing feedback and offering resources. Most importantly, they will play a vital role in carrying on the Delivering Happiness Movement beyond the tour. Leveraging the excitement and momentum of the book launch, Delivering Happiness will soon be launching a new website that will include message boards and forums to serve an as an outlet for readers to connect and share their own personal experiences with other Delivering Happiness friends. The VHP’s will be an important component in the development of this online community and for the overall success of the Delivering Happiness movement.
