718: Fanocracy and Newsjacking: Let Go of Your Creation to Create a Massive Following with David Meerman Scott

David Meerman Scott is a renowned marketing strategist and the co-author of the book "Fanocracy: Turning Fans into Customers and Customers into Fans." Today, David discusses the concept of "fan autocracy," where fans have the power to influence and shape businesses. He shares examples of how companies like Haggerty Insurance and Adobe have successfully tapped into existing fandoms to grow their customer base.

Quotes

“We actually looked at two different broad ideas around using fandom for business. The first idea is how can you tap into existing fandoms and get those people to be your customers?” - David Meerman Scott

“The idea of mirror neurons can be used by entrepreneurs who want to grow fans by combining the use of video and photographs with the concept of close physical proximity.” - David Meerman Scott

“The idea here is to let your fans talk about your products and services, and let go of your creations.” - David Meerman Scott

Takeaways

06:37 Tapping into existing fandoms can be a powerful way to grow a business, even in industries that are typically disliked.

13:04 Using video and photography in a way that creates a sense of proximity and connection with customers can significantly boost engagement.

20:27 Letting go of control and allowing fans to shape the narrative around a product or service can lead to greater brand loyalty and growth.

27:03 Strategically timing the launch of a new concept or idea, while having key assets in place, can help ensure it gains traction.

29:46 Embracing an abundance mindset, rather than a scarcity mindset, can allow ideas to spread and ultimately benefit the originator.

Resources

Podcast: Play in new window | Download (Duration: 33:06 — 30.5MB) | Embed

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Filed in: Archive 3: 2018-2020 • Interview • Podcast

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