Collier - Think Like a Rock Star

Mack Collier knows the simple but powerful truth: in the social economy, your ability to acquire new customers will depend on your ability to delight your current customers and convert them into passionate fans of your brand. He shows you why; he shows you how; he inspires you to think like a rock star. Buy this book! Stop managing campaigns and start building movements!

EKATERINA WALTER, Social Innovator at Intel and
bestselling author of Think Like Zuck: The Five Business Secrets
of Facebooks Improbably Brilliant CEO Mark Zuckerberg

You thought that rock stars and business successes focus only on themselves. Nothing could be further from the truth. The real success stories come from people who focus on others. To lead is to serve, and to serve effectively, you need to know your customers. Mack Collier gets that and highlights it well in this book.

SCOTT MONTY, Global Head of Social Media at Ford Motor Company

Preparing for the Zombie Apocalypse is a brilliant mock-awareness campaign produced by the CDC that earned 30,000 views on the first day it was published. Mack Collier shares insights from case studies such as this, showing how even conservative brands can create YouTube sensations, while humanizing the brand along the way. Ive applied this type of approach on social campaigns at IBM and Cisco, and know firsthand that any brand can learn a great deal from these lessons.

TIM WASHER, Senior Marketing Manager of Social Media at Cisco

If youre ready to take the plunge and commit yourself to building a better business, together with your customers, then Think Like a Rock Star is your guidebook to achieving it! Simple, jargon-free, and true to Mack Colliers authentic style, this book explains exactly why your brand needs fans and not customers, and how you can turn your most enthusiastic ones into powerful brand advocates. Mack delivers his passion for brand advocacy, knowledge of customer-centric marketing, and in-depth understanding of what makes the most devoted of fans tick in language we can all relate to.

Fun to read, Think Like a Rock Star is guaranteed to give you numerous a-ha! moments that will inspire you to do better. By the end of this book, youll be thinking of marketing and engagement strategies from the viewpoint of a fan, and youll know what you need to do to connect with them.

I love this book for many reasons, but most of all because for every why, there is a how! The case studies, tips, and social media advice are perfectly aligned with Macks underlying mission of helping brands understand the true value of their most passionate customers. Its a must read for modernday marketers! I highly recommend you purchase multiple copies: one for you and one for each member of your team.

KELLY HUNGERFORD, Community Manager at Paper.Li

Copyright 2013 by Mack Collier. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-180610-7
MHID: 0-07-180610-5

The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-180609-1, MHID: 0-07-180609-1.

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To Mary Camron

When I was a child,

you once made me a cape and

helped me believe I could fly

PART 1
THE FOUR REASONS ROCK STARS HAVE FANS (AND YOUR COMPANY HAS CUSTOMERS)

________

PART 2
UNDERSTANDING AND CONNECTING WITH YOUR FANS

________

PART 3
BUILDING A FAN-CENTRIC COMPANY

________

For nearly a decade, Ive publicly and gleefully criticized social media marketing and its proponents. Imagine my surprise when I was asked to write a foreword for this book. That tells you something about Mack Collier.

While brands relentlessly exploit social media for the purpose of manipulating customers, Mack relentlessly pushes us toward a different, deeper, more sustainable vision of using social media to empower customers. However, this is not just a vision; its a practical, well-tested approach used by rock stars. Actual rock stars. With actual fans. Mack has spent years learning fromand applying the lessons ofthe way rock stars ignite a passionate, engaged fan base.