Why do some brands, even in supposedly mundane categories like car insurance and enterprise software, attract not just customers, or even loyal customers, but passionate fans? These brands have learned to provide the human connection people are now longing for. David Meerman Scott calls it a Fanocracy.
Creating fandom isn't just for actors, athletes, musicians, and authors. It can be rocket fuel for any company or organization that chooses to focus on inspiring and nurturing true fans.
This presentation is based on David's book, Fanocracy, and offers inspiring examples of offbeat and mainstream businesses and organizations that have harnessed passion to create fans—both external and internal—to win big. David shows how the act of making business personal may be the most powerful business strategy of all at a time when the technology pendulum has swung too far and everyone is doubling down and sending yet another tweet, yet another YouTube video, yet another LinkedIn connection, leaving us feeling like we're in a world of digital chaos.
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David Meerman Scott, B2B marketing powerhouse and fandom strategist, spotted the real-time marketing revolution in its infancy and wrote five books about it including The New Rules of Marketing and PR, with more than 400,000 copies sold in English and available in 29 languages.
Now, David says the pendulum has swung too far in the direction of superficial online communications. Tech-weary and bot-wary people are hungry for true human connection. Organizations have learned to win by developing what David calls a "Fanocracy"—tapping into the mindset that relationships with customers are more important than the products they sell to them.
Prior to starting his own business, he was vice president of marketing for several publicly traded B2B technology and information companies.
Ann Handley is a Wall Street Journal best-selling author who recently published Everybody Writes 2. She speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. Ann is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer.