This document discusses what it means to be a fan and provides insights into fan behavior. It notes that most word-of-mouth marketing happens offline through face-to-face interactions. It then lists five truths about fans: 1) give them a reason to be a fan by making your product valuable, 2) seek influential fans but also help create new influencers, 3) make fans feel special, 4) give fans a rallying cry to feel part of something bigger, 5) customer loyalty is about commitment, not just frequency of purchase. The document promotes learning more about engaging fans through the author's book.

1. WHAT IT
REALLY MEANS
TO BE A FAN
SPIKE JONES
GROUP DIRECTOR, ENGAGEMENT
sjones@ wcgworld.com

3. LUCKILY,
THERE
ARE FANS.

9. 90% OF WORD OF MOUT
HAPPENS OFFLINE
70% FACE-TO-FACE
19% PHONE
4% EMAIL
3% IM OR TEXT MESSAGES
1% CHATROOM OR BLOG
3% OTHER

10. WE WANT SOME OF
THAT TWITTER.
HOW ABOUT SOME
FACEBOOK, TOO?
OH, AND “LIKES.” WE
WANT LOTS OF LIKES.

11. WTF?

12. TRUTHS
ABOUT
FANS

13. 1
GIVE THEM
A REASON TO BE
A FAN

14. YOUR PRODUCT
IS THE CONDUIT

19. 2
SEEK OUT
INFLUENCE, BUT
ALSO CREATE IT

21. INFLUENCE
CAN BE
CREATED
PASSION
CANNOT

22. 3 MAKE FANS
FEEL
SPECIAL

25. 4
FANS
NEED A
RALLYING CRY

27. EVERYBODY WANTS
TO BE A PART OF
SOMETHING
BIGGER THAN
THEMSELVES.

31. THINK ABOUT
5 CUSTOMER
LOYALTY
DIFFERENTLY

32. FREQUENCY
DOES NOT NECESSARIL
EQUAL LOYALTY

35. PROMISE

36. PROMISE
COMMITMENT

41. photo: jenn-wagner.com
Yeah, I have a book if you wanna know more.
SPIKE JONES
wcgworld.com
askspike.com
sjones@ wcgworld.com
twitter: you’re on your own