Mike Stopforth often speaks of a concept called Guerilla Kindness. There's not much about it online though, so I thought I'd spark the conversation.

Guerilla Kindness is an ongoing strategic approach undertaken by a company to surprise and delight people in the hope of creating a great story associated with the experience to pass on to their peers, and hopefully mention online.

Examples:


  • Graham from Missing Link was sent a toy car by the call-centre agent at Outsurance when he crashed his car. He blogged about it, and many a reader of his blog (including me) was impressed by the remarkable courtesy and good humour displayed by the insurer.

 

  • Aston Martin gave Mike the keys to a DB9 for a day after he wrote an article mentioning the vehicle. He subsequently blogged the experience, the post was picked up by some major sites and over 50 000 people read it. As a result and I'm sure quite a few of those have grown their appreciation for the company and its cars (I have).

Execution:


  • An idea might be to organize a flashmob to clean up a really messy city street in an instant; paint an ugly building; plant a few hundred trees or organise fabulous suprises for random clients.

  • The idea is not to brand the act, nor to publicize it yourself.

  • Your intentions should be good, and hopefully someone will mention it of their own accord (that's how things work in the blogosphere and the world of Social Currency)

In other words it refers to random acts of kindness that are:


  • Creative

  • Unexpected, and

  • Personal

(Drink from the CUP of kindness :-p)

 

By the way, the more money you spend, the less it is trusted. Use some energy, thoughtfulness and time instead.

It's a fun idea. I'm already working on my company's Guerilla Kindess strategy for 2008.

Posted
AuthorDave Duarte