164: David Meerman Scott — Fanocracy: How to Turn Fans Into Customers and Customers Into Fans
We are all fans of something, whether it be a product or a person. We also love it when our customers are fans of our companies. But how do we turn fans into customers and vice versa? Our guest has some thoughts on this very subject!
David Meerman Scott is a marketing strategist, entrepreneur, advisor to companies like Hubspot, and co-author of the book, Fanocracy: How to Turn Fans into Customers and Customers into Fans, which he wrote with his 26-year-old daughter, Reiko.
David had an advantage when the internet first really took off in 1995 (which is when Netscape went public), he already had experience with digital information and data his entire career through the financial industry and with the emerging of these internet companies, it felt like familiar territory.
He wrote his first book in 2004 and he had an international bestseller in 2007 when his book, The New Rules of Marketing and PR came out. It took the world by storm because it was the first to really talk about how to use real-time content to market a business.
Through speaking engagements, David heard people saying that they are getting overwhelmed with the real-time communication and it’s become more difficult to really make an impression with their customers. After an insightful conversation with his daughter being a fan of Harry Potter, it sparked the idea for his latest book, Fanocracy.
It’s a deep human trait that goes back thousands of years of how we connect with other people. We have to quickly determine whether the person in front of us is a friend or a foe and we often seek commonality between each other to make friends before they turn into foes.
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