Josh McHughCEO, Attention SpanCo-Founder, Fanatical
The Care and Feeding of Social Media Superfans
FOR DISCUSSION
• What is a superfan?• What superfans can do for you• How to find them• Building superfan communities• Doing it wrong• Superfan relationship upkeep
BACKGROUND
Proprietary audience intelligence and development platform
Digital and audience development agency
[STRATEGISTS][OPERATIVES ]
[ SOFTWARE ]
AGENCY CLIENTS
WHO ARE THESE “SUPERFANS”?
SUPERFANS AND INFLUENCERS ARE NOT THE SAME
• “Influencer outreach” often PR-focused blogger campaign
• Enthusiasm is more important than historical influence
• Influence can be built in a short amount of time
PORTRAIT OF A SUPERFAN
• Lisa Stanforth• Purdue 2007• Production Coordinator• Morning News Producer• Raving Superfan
WHAT SUPERFANS CAN DO FOR YOU
THE 20/90 RULE
• 20% of Twitter users generate 90% of activity
YOUR OWN MARKETING ARMY
TRUST
TRUST
• 92% trust recommendations from people they know
• 81% report being influenced by friends’ social media posts
• 36% trust ads on social networks
• -24% in trust in traditional advertising since 2009
Trust acceleration
• The greatest perceptions of trust were reported by highly identified ingroup fans describing fellow ingroup fans, while the lowest levels of trust were found in the highly identified fans’ descriptions of rival outgroup fans.• Sports Fans, Identity and Socialization: Exploring the Fandemonium,
2012
S.E.O.
CAMPAIGN RESURRECTION
HOW TO FIND THEM
WHAT TO LOOK FOR
• They’re already creating content for you• They’re talking about you a lot• They’re saying positive things about you• They’re sharing your content• They’re clicking your links• They’re using your hashtags
WHERE TO LOOK
• Customer service wins• Inbound traffic sources (Google Analytics, etc.)• Review sites
• Yelp• TripAdvisor
• Twitter lists• Listmakers
PAST PERFORMANCE DOES NOTINDICATE FUTURE SUCCESS
• General and even topic-specific influence scores can be inversely useful in recruiting and developing superfans
Malcolm Gladwell: Influence is predictive
Duncan Watts:Influence is history
Those who participated Those who didn’t
Average Klout Score37 39
TURNING FANS INTO FANATICS
HOW TO APPROACH
• Context, Context, Context
• An unsolicited message doesn’t have to be a cold call
FOCUS
• A community manager only has time to write and send 50-150 personalized messages/day – CHOOSE WISELY
RECOGNIZE
• Most powerful motivator of superfans• Retweets• Shout-outs• Post their content
MAKE IT A CAUSE
• Figure out what resonates with your budding superfans and help them get behind the cause
HOW TO LOSE THEM
PROLONGING THE MAGIC
LET THE SUPERFANS DRIVE ONCE IN A WHILE
• Give them a say• Sneak peeks• Backchannel• Unauthorized sites can be a good thing!
GOOD TIMES AND BAD
Going beyond the tweet
THERE ARE SUPERFANS, AND THEN THERE’S
twitter.com/getFanatical