What is Fanocracy?

Why do some brands attract not just customers, but passionate fans?

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Release on January 7, 2020 from Portfolio / Penguin Random House.

 

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Creating a Human Connection

In a digital world where our lives are increasingly cluttered and superficial, we’re missing something tremendously powerful: genuine human connection.

People are going to be most invested in that which creates a sense of intimacy, warmth, and shared meaning in a world that would otherwise relegate them to a statistic.

This is what creating a fanocracy is all about.

Building a Fanocracy

It can be scary, at first, to focus relentlessly on intangibles like community, generosity, and fun, rather than squeezing every penny from each interaction. But those who apply the strategies in Fanocracy are more likely to dominate their categories.

The fundamental ingredient for true fandom—meaningful and active human connection—can mean a shift in the way a company communicates with their customers. They are more forthright, helpful and transparent. They create new experiences by turning customers into like-minded, enthusiastic fans.

A fanocracy is a culture where fans rule, and that’s what we see emerging in today’s world. We are moving into an era that prizes people over products.

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What's a Fanocracy and Why Do You Need One?

A fanocracy develops when an organization honors fans and consciously fosters meaningful connection among them. And beyond the financial benefits, a fanocracy spreads more joy and inspiration to the world at large!  Download our free report to learn the elements to create a fanocracy in your organization.

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Fanocracy in Action

Fanocracy features a wide range of examples you won’t find in other business books, including…

  • The wooden surfboard maker that invites customers into its workshop, where it reveals the secrets of its proprietary process.
  • The underwear startup that’s “empowering people to live a life of boldness.” (Yes, underwear.)
  • The theater company that puts on a different version of its play, based on audience interaction, during every performance.
  • The teenager who turned eggs (the ultimate commodity) into a unique and delightful brand.
  • The nonprofit that works closely with musicians to encourage their fans to register and vote.
  • The battery company that wins loyalty by giving away its products during natural disasters, instead of exploiting victims.

About the Authors

David Meerman Scott and his daughter Reiko are very different – one is a Baby Boomer business strategist, the other a Millennial medical student. But they share the same passion and respect for the power of fandom.

Both noticed that the kind of enthusiasm they once reserved for pleasures like the Grateful Dead (David) and Harry Potter (Reiko) now extends to all sorts of companies and organizations. They’ve teamed up to explore the big question: Why do some brands, even in supposedly boring categories like car insurance and enterprise software, attract not just customers, or even loyal customers, but raving fans?

More About David & Reiko

“David and Reiko make the idea of fan culture real, accessible, and actionable for all business—big, small, nonprofit, for-profit, b2b... and yes, even yours! Most of all, they shine a light on the joy of growing a business when you're surrounded by customers who positively LOVE what you do.”

Ann Handley
WSJ bestselling author of Everybody Writes and Content Rules

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