Internet Week New York: Superfans Presentation
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Presentation by Attention Span CEO Josh McHugh on superfans - how to identify them, how to develop them, how to work with them, and how not to alienate them. Includes details on how Attention Span employs its audience development platform, Fanatical, to detect and harness superfan enthusiasm and build audiences.
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Internet Week New York: Superfans Presentation
- 1. Josh McHugh CEO, Attention Span Co-Founder, Fanatical The Care and Feeding of Social Media Superfans
- 3. FOR DISCUSSION • What is a superfan? • What superfans can do for you • How to find them • Building superfan communities • Doing it wrong • Superfan relationship upkeep
- 4. BACKGROUND
- 5. Proprietary audience intelligence and development platform Digital and audience development agency [STRATEGISTS] [OPERATIVES ] [ SOFTWARE ]
- 7. WHO ARE THESE “SUPERFANS”?
- 8. SUPERFANS AND INFLUENCERS ARE NOT THE SAME • “Influencer outreach” often PR-focused blogger campaign • Enthusiasm is more important than historical influence • Influence can be built in a short amount of time
- 9. PORTRAIT OF A SUPERFAN • Lisa Stanforth • Purdue 2007 • Production Coordinator • Morning News Producer • Raving Superfan
- 14. WHAT SUPERFANS CAN DO FOR YOU
- 15. THE 20/90 RULE • 20% of Twitter users generate 90% of activity
- 16. YOUR OWN MARKETING ARMY
- 17. TRUST
- 18. TRUST • 92%trust recommendations from people they know • 81%report being influenced by friends’ social media posts • 36%trust ads on social networks • -24% in trust in traditional advertising since 2009
- 19. Trust acceleration • The greatest perceptions of trust were reported by highly identified ingroup fans describing fellow ingroup fans, while the lowest levels of trust were found in the highly identified fans’ descriptions of rival outgroup fans. • Sports Fans, Identity and Socialization: Exploring the Fandemonium, 2012
- 20. S.E.O.
- 22. HOW TO FIND THEM
- 23. WHAT TO LOOK FOR • They’re already creating content for you • They’re talking about you a lot • They’re saying positive things about you • They’re sharing your content • They’re clicking your links • They’re using your hashtags
- 24. WHERE TO LOOK • Customer service wins • Inbound traffic sources (Google Analytics, etc.) • Review sites • Yelp • TripAdvisor • Twitter lists • Listmakers
- 25. PAST PERFORMANCE DOES NOT INDICATE FUTURE SUCCESS • General and even topic-specific influence scores can be inversely useful in recruiting and developing superfans
- 26. Malcolm Gladwell: Influence is predictive Duncan Watts: Influence is history
- 28. Those who participated Those who didn’t Average Klout Score 37 39
- 29. TURNING FANS INTO FANATICS
- 30. HOW TO APPROACH • Context, Context, Context • An unsolicited message doesn’t have to be a cold call
- 31. FOCUS • A community manager only has time to write and send 50-150 personalized messages/day – CHOOSE WISELY
- 32. RECOGNIZE • Most powerful motivator of superfans • Retweets • Shout-outs • Post their content
- 34. MAKE IT A CAUSE • Figure out what resonates with your budding superfans and help them get behind the cause
- 36. HOW TO LOSE THEM
- 40. LET THE SUPERFANS DRIVE ONCE IN A WHILE • Give them a say • Sneak peeks • Backchannel • Unauthorized sites can be a good thing!
- 41. GOOD TIMES AND BAD Going beyond the tweet
- 42. THERE ARE SUPERFANS , AND THEN THERE’S
Editor's Notes
- Red herring in the event description
- [video: unsolicited superfan reviews of web series episodes]
- http://socialcommercetoday.com/word-of-mouth-still-most-trusted-resource-says-nielsen-implications-for-social-commerce/ (Nielsen 2012)http://socialmediatoday.com/ritu-pant/1324011/social-influencers-digital-marketings-most-overlooked-and-misused-resource
- Examples of content created by superfans
- Silver Oak tour went to her town