WHAT ’ S A

A N D W H Y D O YO U N EED O N E ?
THE POWER OF MAKING BUSINESS PERSONALDavid Meerman Scott and Reiko Scott

Fandom isn’t just for actors, athletes, musicians, and authors anymore.
It can be rocket fuel for any business or nonprofit that chooses to focus on
inspiring and nurturing true fans.
Fandom spans generations and subject matter to bind individuals together
in excitement, purpose, and buying power. No matter who you’re dealing with,
understanding fandom is the cornerstone to success.

www.fanocracy.com
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THE LONELY CHAOS
OF THE DIGITAL AGE

Social networks such as Facebook and content distribution services like YouTube are free, simple to use, andreach every human on the planet with an internet connection, so it’s no wonder that billions of people aroundthe world have gravitated to them. However, the result is a polarizing and cold digital world. We get tidal
waves of spam email and social networks that display advertisements instead of messages from our friends
and fake news instead of what we as humans really need to know to lead fulfilling productive lives.
THE PENDULUM HAS SWUNG TOO FAR IN THE DIRECTION OF
SUPERFICIAL ONLINE COMMUNICATIONS AT A TIME PEOPLE ARE HUNGRYFOR TRUE HUMAN CONNECTION.
The solution isn’t to do more of the same. It takes more heart to start a movement.
In a digital world where our lives are increasingly cluttered and superficial, we’re missing something tremendously
powerful: genuine human connection. People are 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.
THE RELATIONSHIP WE BUILD WITH OUR CUSTOMERS IS MORE
IMPORTANT THAN THE PRODUCTS AND SERVICES WE SELL THEM.

www.fanocracy.com

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TURNING FANS INTO CUSTOMERSAND CUSTOMERS INTO FANS

The most powerful marketing force in the world isn’t social media, email blasts, search ads, or even those 15
second commercials before a YouTube video. It’s fandom.
The key is creating a “Fanocracy” - an organization that puts the needs and wishes of fans ahead of every
other priority. It can be scary, at first, to focus on intangibles like community, generosity, and fun, rather thansqueezing every penny from each interaction. But those who apply the strategies in Fanocracy are more likely
to dominate their categories. A Fanocracy develops when an organization honors fans and consciously fosters
meaningful connection among them.
And beyond the financial benefits, Fanocracies spread more joy and inspiration to the world at large!
BUILDING CONNECTIONS TO LIKE-MINDED PEOPLELEADS TO SUCCESS IN OUR BUSINESS AND JOY IN OUR HEART.

www.fanocracy.com

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DEFINE: FANOCRACY
The solution to any frustration about the lack of human connection in our lives is easy. It’s up to each individual
to develop and nurture what they are most passionate about. For us, it’s going to concerts or cosplaying at Comic Con.
For others, it might be running, golf, needlepoint, going to plays, collecting fine wine, Saturday afternoons atart galleries and museums, taking writing classes, going to conferences, yoga, gym, gardening, or fishing.
We call this act of consciously bringing people together through a shared endeavor a fanocracy: an organizationor person that honors fans and consciously fosters meaningful connection among them.
WHEN WE BUILD ON OUR INDIVIDUAL STRENGTHSTO ACHIEVE GREATNESS TOGETHER, FANOCRACY COMES ALIVE.
The suffix “-ocracy,” from the Greek “kratos” for rule, is used in popular culture as well as by academics, tomean government by a particular sort of people or according to a particular principle. 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.
The fundamental ingredient for true fandom—meaningful and active human connection—demonstrates ashift in the way a company relates with their customers. They are more forthright, helpful and transparent.
They create new experiences by turning customers into like-minded, enthusiastic fans.
A true Fanocracy mobilized people to think, feel and act together with a helpful, positive force during
difficult times. Fanocracy empowers people in a way that no single individual would ever be able to accomplishby himself or herself. Mastering life happens when the joy we have in our work and play feels the same.
ON THE NEXT PAGES YOU WILL FIND THE ELEMENTS TO CREATE
A FANOCRACY IN YOUR ORGANIZATION.

www.fanocracy.com

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NINE STEPS TO BUILDINGYOUR FANOCRACY
1.
GET CLOSER THAN USUAL
Personal interactions are what makes us human. And humanity is what builds a loyal following.
The idea of proximity to customers is something that any organization can implement in order tobuild the kindof fandom that creates a true Fanocracy.
THE CLOSER YOU GET TO OTHER PEOPLE,THE MORE POWERFUL THE SHARED EMOTIONS ARE.

2.
LET GO OF YOUR CREATIONS
Once you put your art, product or service out into the world, it’s not fully yours. It takes time to findthat place where you can let go of your creations, yet still understand the heart of your fans.
FANOCRACY IS BUILT ON THE EXPERIENCES OF ALL ITS MEMBERS,RATHER THAN LIMITED TO THE IMAGINATION OF ONE CREATOR.

3.
GIVE MORE THAN YOU HAVE TO
When we give to others rather than take, we develop fans. However, the idea of “completely free” is particularly
tough for marketers, because many have been taught to require email registration when they offer content.
FREE CONTENT WITH STRINGS ATTACHED FEELS LIKE COERCION—GREAT CONTENT GIVEN FREELY, ATTRACTS LOYAL FANS.

4.
BUILD IDENTITY TO BECOME MORE THAN A PRODUCTPeople become fans because—even though a product might be mass-produced—they are able to assignemotional weight to decisions around how they use the product. Providing room for each individual toincorporate a product into their lives is a quality that will make it successful.
BRANDS ARE POWERFUL WAYS OF IDENTIFYING OURSELVESTO OTHERS AND ARE HOW WE EXPLORE WHO WE ARE.

www.fanocracy.com

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NINE STEP S TO BUILDING YOUR FANOCR AC Y

5.
BE SMART ABOUT YOUR INFLUENCERS
Cultivating advocates who truly want to support a brand because they like the company as well as its products
and services is much more likely to build a Fanocracy than merely paying for a celebrity endorsement.
THE BEST PEOPLE TO CHAMPION YOUR IDEAS OR PRODUCTS
ARE THOSE WHO ARE THE MOST BELIEVABLE.

6.
BREAK DOWN BARRIERS
A great way to create love for what you do is figure out ways to let people into your world byallowing them to create their own experience or be an important part of what you do. While everyone else ismaking products and services sold via transactions, you create fans!
WELCOMING FANS INTO OUR INNER WORLDSMELTS BARRIERS BETWEEN SELLER AND BUYER.

7.
LISTEN TO RE-HUMANIZE
Executives today recognize how the automation of our world holds tremendous opportunities
for their business. To build a Fanocracy, you must recognize that your customers have lives beyond theirdigital footprint and once you learn more about them, you inspire loyalty.
YOUR RELATIONSHIP WITH YOUR CUSTOMERSTARTS WITH YOUR CURIOSITY ABOUT THEM.

8.
TELL THE TRUTH, EVEN WHEN IT HURTS
Over the course of many interactions taking months or years, a customer learns what a brand stands for.
When your fans know they can always rely on you to be open and honest, even when you make a mistake(especially when you make a mistake) they will honor and respect you and be eager to do business with you.
BUILDING TRUST AND TELLING THE TRUTH ARE ESSENTIAL
INGREDIENTS IN CREATING A FANOCRACY.

9.
DEVELOP EMPLOYEES WHO ARE FANS
Customers expect to find employees who are “just doing their job.” Yet, when an employee shows
strong passion about what they are doing, it’s infectious. And this is essential in building your Fanocracy.
AUTHENTIC ADVOCACY FROM INSIDE YOUR ORGANIZATIONWILL INSPIRE THE ENTHUSIASM, ENJOYMENT AND PASSIONTHAT CREATES A FANOCRACY.

www.fanocracy.com

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WANT TO LEARN MORE?

GR AB YOUR COPY OF

FANOCRACY:Turning Fans into Customers
and Customers into Fans
Fanocracy features a wide range of examples, including…
• The surfboard maker that invites customers into its workshop,where it reveals its proprietary processes.
• The underwear startup that’s “empowering people to live
a life of boldness.” (Yes, underwear.)• 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.

www.fanocracy.com

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WHAT READERS ARE SAYING“Fanocracy is a deep dive into the strategies
to build a powerful culture that drives
business success.”“The single most important force in my businessis the relationship that I have with my fans.
Yes, singing ability, songs, and industry support
help tremendously, but the direct fan to artist
friendship is the most coveted tool in theequation. Fanocracy truly emphasizes theimportance and how-to’s that are necessary
to maximize that all important friendship.
I just read it, it’s FANTASTIC.”

Tony Robbins, from the foreword to Fanocracy

Ronnie Dunn (Brooks & Dunn)“In Fanocracy, David and Reiko offer
surprising insights into how to put theneeds of people ahead of all else so thatyour customers become passionate
fans of all you do.”Verne Harnish,founder of Entrepreneurs’ Organization (EO)

“Our customers are no ordinary customers;
they are die-hard fans who bleed for us theworld over. Fanocracy will teach you how to
do the same for your business.”
Joe De Sena, founder & CEO of Spartan“David and Reiko make the idea of fan
culture real, accessible, and actionable forall business—big, small, nonprofit, for-profit,
b2b... and yes, even yours! Most of all, theyshine a light on the joy of growing a business
when you’re surrounded by customers who
positively LOVE what you do.”“Fanocracy shows how to change customers
into fans, so your brand can change the world.”
Sally Hogshead, New York Times bestselling 		
author, and CEO of Fascinate®

Ann Handley, WSJ bestselling author ofEverybody Writes and Content Rules

www.fanocracy.com

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ABOUT THE AUTHORSDavid Meerman Scott and his daughter Reiko (left) are very different one is a baby boomer business strategist, the other a millennial medicalstudent. But 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.
So they teamed up to explore a big question: Why do some brands,
even in supposedly boring categories like car insurance and enterprisesoftware, attract not just customers but raving fans?
David Meerman Scott is an internationally acclaimed business strategist,
entrepreneur, advisor to emerging companies, and public speaker. He is the author of ten previous books, including
The New Rules of Marketing & PR (now in its 6th edition and in 29 languages) and Marketing Lessons from theGrateful Dead. In his spare time he surfs and travels around the world for great live music.
Reiko Scott earned a neuroscience degree from Columbia University and is now a medical student at Boston
University. In her spare time she writes and publishes fan fiction based on her favorite fantasy worlds and loves
to cosplay at Comic Con.

David Has Been to More Than 750 Live Music Concerts
David at Dead & Company “Playing in the Sand”
in Riviera Maya, Mexico on January 19, 2019.

Reiko (center) dressed as Badb, one of the threeforms of the Morrigan, Celtic goddess of war, inThe Wicked+The Divine.

He has forged deep, life-long friendships with those who areas passionate about live music as he is. Fanocracy is about thesuccess that comes with developing passionate fans of yourbusiness. You are much more likely to do so when you havea deep understanding of fandom culture yourself.

Exposing ourselves to people who share our interests leads us tolive happier lives. When you can introduce your fandom passions
and you bring in others who are completely different from you
and they become fans, you create an ideal environment—a place where great things happen.

photo: Jay Blakesberg

photo: Jamie McKelvie

www.fanocracy.com

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