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.

In this episode of Marketer of the Day, Scott discusses the principles behind Fanocracy, including how companies can turn existing fan communities into customers and cultivate their own business fanbases. He explains the neuroscience of fan engagement, highlighting concepts like proximity and mirror neurons, and shares examples such as Hagerty Insurance, Adobe, and iRobot, showing how businesses can empower fans to shape the conversation around their products. Scott also emphasizes the importance of letting go of control, allowing fans to take ownership of a creation, which spreads ideas organically. Resources for further learning include his website fanocracy.com and social media handle DM Scott, where entrepreneurs can access PDFs, videos, and book insights.

Quotes

“A fanocracy is when the fans rule. It’s about turning customers into fans and giving them the power to shape the story around your business.”

“It’s not about your product or service; it’s about the people who love it. Provide value to your tribe, and they’ll become your best marketers.”

“The closer people are to one another—physically or virtually—the stronger the emotional connection. Use video, photos, and real proximity to engage fans.”

“Let go of your creations. Fans should be allowed to talk about, interact with, and organize around your products; it spreads the idea far and wide.”

Resources

Podcast: Play in new window | Download (Duration: 33:07 — 30.5MB) | Embed

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

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