Stratten’s approach in writing this book is conveying Social Media principles by sharing a series of short stories that are relevant and reinforce the points he’s making. These stories are relatable, worth sharing, and enables conversations among consumers to share and spread them.
The story of Joshie is perhaps the best reinforcement of creating experiences that people want to share, that enable positive PR for the brand. Joshie works because it is a story most people can relate to, defying age, race, sex, and degree of life experience.
The story of Joshie is a story is about a family who forgot one of their children’s stuffed animals at a hotel and the experience the Ritz Carlton hotel created when they had nothing to gain. Despite not being a parent, I have siblings, and I know exactly what happens when a pacifier, or stuffed animal or blankie goes missing at bedtime. Thankfully, dad Chris Hurn was quick on his toes and told his son Joshie was just on an extended vacation. This is just where the story began.
Before calling the hotel to see if by chance the stuffed animal (Joshie) had been found, the hotel called to say they had found the beloved creature. To corroborate the fabricated story to his son, Chris asked hotel staff to take a picture of Joshie by the pool and include it when sending back the stuffed animal. When the Joshie package arrived, there was hotel swag, and a hotel binder. The binder contained an album of Joshie’s extended stay with photos of Joshie at the Spa, Golfing, and even being a part of the Ritz Carlton team.
Whether or not it was planned, the treatment and experience the Ritz Carlton Staff gave the Hurn Family, left the Ritz brand very well-defined the mind of their consumer, as well as every individual who read the story.
Without incentive, or a marketing department planning and strategizing, just by being a great company, the Ritz Carlton empowered their staff (or created an environment where staff felt empowered) and handled the situation better than any guest could have dreamed.
At the very least, for me and everyone I’ve personally shared the story with, the Ritz has communicated what kind of brand they really are. The Ritz Carlton didn’t plan on being great for one particular guest, on one particular day in the hopes of being rewarded. They are great, each day. They just happened to be great to a guest who had the ability to share his great experience with the world.
Principle: The company isn’t the only one who can tell a story – wait that’s something ALL guests are able to do! So, enable your customers to tell great stories about your brand by actually being a great all the time. This sort of positive feedback and buzz around your brand can ignite positive brand buzz far more powerful than can be purchased. Earned, organic advertising produced by a legitimate brand advocate is more valuable than any advertising money can buy.
Interestingly, the Ritz Carlton doesn’t sell Joshie, or anything Joshie-like in their hotel store.
Not even a mention of him in their newsroom!
Tiarra McPherson 