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Fanocracy: Turning Fans into Customers and Customers into Fans Kindle Edition
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|Length: 302 pages||Word Wise: Enabled||Enhanced Typesetting: Enabled|
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—Seth Godin, author of Tribes and This is Marketing
"Fanocracy is a deep dive into strategies to build a powerful culture that drives business success. It also explores the thinking of a new generation—one that values community, sharing, and justice. David and Reiko share surprising ideas you can implement immediately, such as letting go of your work and allowing people to make it their own, seeing the world as a gift and giving gifts in return, celebrating your customers’ stories, and the power of compassion."
—Tony Robbins (from the foreword)
“The intergenerational perspectives presented [in Fanocracy] demonstrate a unique approach to business development.”
"Our customers are no ordinary customers; they are die-hard fans who bleed for us. They love calling themselves Spartans - they bear Spartan tattoos and share their experiences with family and friends, bringing hundreds of thousands of new Spartans to the brand each year. Fanocracy will teach you how to do the same for your business."
—Joe De Sena, founder & CEO of Spartan
“In our three decades advising tens of thousands of CEOs and executives, I've learned that most spend too much time internally. A focus on the customer is THE essential component for scaling up to build an industry-dominating organization. In Fanocracy, David and Reiko offer surprising insights into how to put the needs of people ahead of all else, so that your customers become passionate fans of all you do.”
—Verne Harnish, founder of Entrepreneurs’ Organization and author of Scaling Up
“David and Reiko make the idea of fan culture real, accessible, and actionable for all business—big, small, nonprofit, for-profit, b2b... and yes, even yours! Most of all, they shine a light on the joy of growing a business when you're surrounded by customers who positively LOVE what you do.”
—Ann Handley, author of Everybody Writes and Content Rules
“The single most important force in my business is the relationship that I have with my fans. Yes, singing ability, songs, and industry support help tremendously, but the direct fan to artist friendship is the most coveted tool in the equation. Fanocracy truly emphasizes the importance and how-to’s that are necessary to maximize that all important friendship. I just read it, it’s FANTASTIC.”
—Ronnie Dunn, of Brooks & Dunn
"The world is not changed by people who sort of care. Or companies who sort of care. The world is changed by those who passionately, relentlessly care because your customers will too, and your brand becomes impossible to resist. Fanocracy shows how to change customers into fans, so your brand can change the world.”
—Sally Hogshead, New York Times bestselling author and CEO of Fascinate®
About the Author
Reiko Scott earned a neuroscience degree from Columbia University and is now a medical student at Boston University. In her spare time she writes and publishes fanfiction based on her favorite fantasy worlds and loves to cosplay at Comic Con. --This text refers to the hardcover edition.
- File Size : 1869 KB
- Word Wise : Enabled
- Print Length : 302 pages
- Publication Date : January 7, 2020
- Publisher : Portfolio (January 7, 2020)
- Language: : English
- ASIN : B07QFLQRGD
- Text-to-Speech : Enabled
- Enhanced Typesetting : Enabled
- X-Ray : Enabled
- Lending : Not Enabled
- Best Sellers Rank: #157,865 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
Top reviews from the United States
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There is a fundamental truism of business that most people working today have never learned or have simply forgotten in our hyper-digitized world: regardless of the sector we are in, or the product or service that we offer, we are all in the business of relationships. Our success (and our failure) stems from our ability (or inability) to generate a true human connection in an increasingly dehumanized world.
FANOCRACY by the father/daughter team of David Meerman Scott and Reiko Scott lifts the lid on this important insight, and provides a powerful, engaging exploration of ways in which businesses – and, indeed, ANYONE, from garage bands to YouTubers -- can build life-long relationships with fans and super-fans. As David and Reiko make clear, creating a FANOCRACY around your product or service is at the very heart of what it means to build a brand or any meaningful corporate culture.
As the authors make clear, people crave meaningful and relevant relationships in their lives. Some of the most powerful (and enduring) relationships are built around shared passion. As the many examples in this book illustrate, the strongest and longest lasting relationships are formed when our personal passions intersect with the normal daily activities of our lives. Are your customers your biggest fans? Do they crave engagement with your company like they do when they engage in their hobbies? If not, and you WANT them to, then you NEED to read this book.
In reading FANOCRACY, I was also particularly impressed with the generational perspective – from boomer to millennial -- as Reiko and David each bring to the table their own personal, insightful observations and lessons. This unique dynamic infuses FANOCRACY with an engaging and urgent authenticity.
FANOCRACY is a unique and invaluable business book. It’s a page turner. And a heck of a lot of fun to read. In a word: I’m a fan. Buy the book. Read it. Practice it’s simple but fundamental lessons. You will be a fan, too.
Fanocracy is how you bring like-minded people together to celebrate what they love. And any company or organization can do it—including yours. Authors David Meerman Scott and his daughter Reiko show how organizations as diverse as Kampgrounds of America and Duracell create fanocracy. Fanocracy works for bands and batteries, multi-player games and surf boards—well, it works wherever you find fans and organizations aligned around a purpose or a passion.
David writes, “A great way for to create love for what you do is to figure out ways to let people into your world. When everyone else is making products and services sold via transaction, you create fans!”
Reiko adds, “A fandom business is human-centered instead of data-obsessed.”
It’s actually quite simple: be consistent in your behavior and you win the trust of your customers. After all, when you encounter a person or organization treating you honestly and fairly, aren’t you surprised? I’m thinking of car companies and internet providers—who seem to have tricking (or cheating) their customers as a key element of their business model.
If you’re in a marketing role, you surely know the power of work-of-mouth. Without it, you’re missing the best way to reach your clients—by creating a community of and for your die-hard fans.
Fanocracy deep dives into the heart of how companies are building raving fans and customer advocates. It uses tangible use cases, scientific analysis and a human narrative to capture the essence of why and how building authentic connections matters.
It talks about how unexciting industries, like insurance, can still produce customer evangelism by connecting over shared passions (like classic cars) with their users. It talks about how companies like Hubspot are winning by giving employees significant autonomy and ownership in their roles. I love this quote,
“Authentic advocacy from inside your organization will inspire enthusiasm, enjoyment and passion that create Fanocracy”
I have long advocated for the importance of hiring and firing around passion for a companies mission and this hits the nail on the head.
Reading Fanocracy felt like a nostalgic walk through time too, as the author talked about staples from my childhood, from Harry Potter to Magic the Gathering. Magic the Gathering and Harry Potter were both franchises that seeded my passion and love for fantasy, and were much bigger than just books or card games. In fact, it was Magic the Gathering that inspired me to build my own gaming company and we even use a handful of MTG artists at our company because the level of quality is unparalleled. Reading through the importance of Magic the Gathering and Harry Potter to David and Reiko created a deep sense of connection, even though I have never met either of them, and I think this is at the heart of one of the tenants of this book. Fanocracies are built when you bring people together over shared passions and authentic connection.
I also love how the book talks about how you need to go beyond features, beyond the service or product itself, to the emotion it creates. Going to Disneyland is about family time, not roller coasters. Wearing a pair of Nikes is more than just a pair of shoes, it’s a symbol of your values.
The part on partners and brand ambassadors was also resonant. Today so many businesses struggle to figure out how to get more product advocates to spread the word. They offer incentives, bonuses and all manner of financial draws to try and get people to talk about them. The reality though is the very best partners and brand ambassadors are always the people who genuinely love your product. Think about the products and services that you talk about. How excited and enthusiastic you are to share with zero benefit back to you. That is because those brands have created an emotional experience with you when you use their products and people want to share that.
Furthermore, we live in a crowded world of high competition and companies often forget how many similar products are attacking the same problems. So how do you stand out? It’s not by having that one niche difference in your product features. As David states,
“Focus on product alone results in a race to the bottom”
It’s about service and connection and giving back to your customers in a way that makes your brand rise above all the rest.
I could honestly write a small novel as a review in why I think this book deserves to be on every business owners shelf but instead, I will end by encouraging all of you to pick it up.
Who would like it: Anyone who runs a business and has customers. It’s as simple as that. If you run a business, from a clothing company to a SaaS enterprise technology business, you can benefit from building more Fanocracy around your brand. This book is the blueprint.
My rating: 10/10
Top reviews from other countries
~ Conway Fraser, CEO - Fraser Torosay, Co-Author of "Leaders Under Fire: The CEO's Guide to Navigating Corporate Crisis"