Josh McHugh
CEO, Attention Span
Co-Founder, Fanatical
The Care and Feeding of
Social Media Superfans
FOR DISCUSSION
• What is a superfan?
• What superfans can do for you
• How to find them
• Building superfan communities
• ...
BACKGROUND
Proprietary audience intelligence
and development platform
Digital and audience development
agency
[STRATEGISTS]
[OPERATIV...
AGENCY CLIENTS
WHO ARE THESE “SUPERFANS”?
SUPERFANS AND INFLUENCERS ARE NOT THE SAME
• “Influencer outreach” often PR-focused blogger
campaign
• Enthusiasm is more ...
PORTRAIT OF A SUPERFAN
• Lisa Stanforth
• Purdue 2007
• Production Coordinator
• Morning News Producer
• Raving Superfan
WHAT SUPERFANS CAN DO
FOR YOU
THE 20/90 RULE
• 20% of Twitter users generate 90% of activity
YOUR OWN MARKETING ARMY
TRUST
TRUST
• 92%trust recommendations from people they know
• 81%report being influenced by friends’ social media
posts
• 36%tr...
Trust acceleration
• The greatest perceptions of trust were reported by highly
identified ingroup fans describing fellow i...
S.E.O.
CAMPAIGN RESURRECTION
HOW TO FIND THEM
WHAT TO LOOK FOR
• They’re already creating content for you
• They’re talking about you a lot
• They’re saying positive th...
WHERE TO LOOK
• Customer service wins
• Inbound traffic sources (Google Analytics, etc.)
• Review sites
• Yelp
• TripAdvis...
PAST PERFORMANCE DOES NOT
INDICATE FUTURE SUCCESS
• General and even topic-specific influence scores can be
inversely usef...
Malcolm Gladwell:
Influence is predictive
Duncan Watts:
Influence is history
Those who participated Those who didn’t
Average Klout Score
37 39
TURNING FANS INTO FANATICS
HOW TO APPROACH
• Context, Context, Context
• An unsolicited message doesn’t have to be a cold call
FOCUS
• A community manager only has time to write and send
50-150 personalized messages/day – CHOOSE
WISELY
RECOGNIZE
• Most powerful motivator of superfans
• Retweets
• Shout-outs
• Post their content
MAKE IT A CAUSE
• Figure out what resonates with your budding superfans
and help them get behind the cause
HOW TO LOSE THEM
PROLONGING THE MAGIC
LET THE SUPERFANS DRIVE ONCE IN A WHILE
• Give them a say
• Sneak peeks
• Backchannel
• Unauthorized sites can be a good t...
GOOD TIMES AND BAD
Going beyond the tweet
THERE ARE
SUPERFANS
, AND THEN
THERE’S
twitter.com/getFanatical
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Internet Week New York: Superfans Presentation
Upcoming SlideShare
Loading in …5
×

Internet Week New York: Superfans Presentation

393 views

Published on

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.

Published in: Social Media, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
393
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • Internet Week New York: Superfans Presentation

    1. 1. Josh McHugh CEO, Attention Span Co-Founder, Fanatical The Care and Feeding of Social Media Superfans
    2. 2. 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
    3. 3. BACKGROUND
    4. 4. Proprietary audience intelligence and development platform Digital and audience development agency [STRATEGISTS] [OPERATIVES ] [ SOFTWARE ]
    5. 5. AGENCY CLIENTS
    6. 6. WHO ARE THESE “SUPERFANS”?
    7. 7. 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
    8. 8. PORTRAIT OF A SUPERFAN • Lisa Stanforth • Purdue 2007 • Production Coordinator • Morning News Producer • Raving Superfan
    9. 9. WHAT SUPERFANS CAN DO FOR YOU
    10. 10. THE 20/90 RULE • 20% of Twitter users generate 90% of activity
    11. 11. YOUR OWN MARKETING ARMY
    12. 12. TRUST
    13. 13. 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
    14. 14. 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
    15. 15. S.E.O.
    16. 16. CAMPAIGN RESURRECTION
    17. 17. HOW TO FIND THEM
    18. 18. 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
    19. 19. WHERE TO LOOK • Customer service wins • Inbound traffic sources (Google Analytics, etc.) • Review sites • Yelp • TripAdvisor • Twitter lists • Listmakers
    20. 20. PAST PERFORMANCE DOES NOT INDICATE FUTURE SUCCESS • General and even topic-specific influence scores can be inversely useful in recruiting and developing superfans
    21. 21. Malcolm Gladwell: Influence is predictive Duncan Watts: Influence is history
    22. 22. Those who participated Those who didn’t Average Klout Score 37 39
    23. 23. TURNING FANS INTO FANATICS
    24. 24. HOW TO APPROACH • Context, Context, Context • An unsolicited message doesn’t have to be a cold call
    25. 25. FOCUS • A community manager only has time to write and send 50-150 personalized messages/day – CHOOSE WISELY
    26. 26. RECOGNIZE • Most powerful motivator of superfans • Retweets • Shout-outs • Post their content
    27. 27. MAKE IT A CAUSE • Figure out what resonates with your budding superfans and help them get behind the cause
    28. 28. HOW TO LOSE THEM
    29. 29. PROLONGING THE MAGIC
    30. 30. LET THE SUPERFANS DRIVE ONCE IN A WHILE • Give them a say • Sneak peeks • Backchannel • Unauthorized sites can be a good thing!
    31. 31. GOOD TIMES AND BAD Going beyond the tweet
    32. 32. THERE ARE SUPERFANS , AND THEN THERE’S
    33. 33. twitter.com/getFanatical

    ×