David Meerman Scott - Fanocracy: turning fans into customers and customers into fans

The New Rules of Marketing & PR

The New Rules of Sales and Service

Marketing the Moon (with Richard Jurek)

Real-Time Marketing & PR

Marketing Lessons from the Grateful Dead (with Brian Halligan)

Newsjacking

World Wide Rave

Tuned In (with Craig Stull and Phil Myers)

Cashing In with Content

Eyeball Wars

Also by Reiko Scott

Phantom Limb

Tony Robbins

The core strategy behind any remarkable organizationone that dwarfs the competition and creates massive customer loyaltyis to provide so much value that customers cant help but share their enthusiasm and excitement. This is what I call Creating Raving Fan Customers and is one of the 7 Forces that I teach at my Business Mastery seminars around the world.

Those whom David and Reiko term fandom customers are loyal. They know who you really are, and they stick around even when you move in new directions because youve added value to them in a way that nobody else can.

Customers who are merely satisfied can leave you. You and everyone on your team must be obsessed with doing whatever it takes to create a fanocracy in your organization. You need to create a culture in which your entire reason for being is to make sure that your clients are continuously blown away.

This obsession with adding more valuedoing more for your clients than anyone else on earthhas been the secret sauce for the thirty-three companies that I have the privilege to own and help grow. We now have over twelve hundred employees with combined revenues of over $5 billion, and together our teams have grown because, for us, customer satisfaction is not enough! We dont make the mistake of falling in love with our products and serviceswe fall more in love with our clients.

And it all starts with you. When you live an extraordinary life and have a mission of serving a purpose higher than yourself, you radiate energy and passion that draws others to youwhether its customers, business partners, or employees.

Every single person in your entire business culture is part of a team of enthusiasts who have the power to create more enthusiasts. If you are a company of two people, then both of you get to build the culture, your fandom. If you are an army of ten thousand or one hundred thousand, then each of you plays a part in building the culture. You empower and motivate your team to take the initiative and make the tough decisions that inspire lifetime loyalty, and when you do, you create fanocracy.

Any organization can succeed by implementing the ideas in Fanocracy. And by reading it, you are taking the steps necessary to differentiate your business by cultivating fandom.

David Meerman Scott is a dear friend and Ive followed his ideas for years. More than a decade ago, he was among the very first people to identify the social media revolution as it was beginning. Now he is the lead marketing speaker at my Business Mastery seminars, and audiences from around the world love his informative, entertaining, and inspiring talks. No one knows more about new ways to reach buyers. Hes introduced strategies to the Business Mastery community, like newsjacking, that reinvent the way entrepreneurs engage the marketplace and grow business.

In Fanocracy, David and Reiko are together breaking new ground. Fanocracy is a deep dive into the strategies to build a powerful culture that drives business success. Fanocracy also explores the thinking of a new generationone that values community and sharing. 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, and celebrating your customers stories.