Trend Alert: Random Acts of Kindness.
Can you imagine getting a tweet like this sent to you?
It's just one example of the Random Acts of Kindness phenomenon which more and more smart brands are embracing.
I read a great report about R.A.K. that describes its appeal this way:
For consumers long used to (and annoyed by) distant, inflexible and self-serving corporations, any acts of kindness by brands will be gratefully received. For brands, increasingly open communications both with and between consumers (especially online), means that it's never been easier to surprise and delight audiences with R.A.K.: whether sending gifts, responding to publicly expressed moods or just showing that they care.The three drivers to achieve R.A.K. greatness are:
- HUMAN TOUCH Consumers increasingly wanting to see the human side of brands, meaning R.A.K. reach out to those consumers craving ‘human’ brands who show not generosity, but acts of compassion, humanity, or even just some personality.
- PUTTING IT OUT THERE Audiences are publicly disclosing more and more personal information on Facebook, Twitter and other social networks, about their lives, moods and whereabouts, both current and intended, enabling R.A.K. to be more relevant. In fact, it’s never been easier for brands to listen and react to potential customers’ needs or desires in innovative or even personalized ways. As much of this happens in real time, brands can increasingly engage with consumers right at their moment of need, making R.A.K. more relevant, and therefore better received.
- PASS IT ON More consumers than ever are now sharing their experiences with their friends and wider audiences on social networks, meaning R.A.K. can spread far beyond the original recipients.