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Fanocracy : turning fans into customers and customers into fans / David Meerman Scott and Reiko Scott ; foreword by Tony Robbins.

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. 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. David Meerman Scott and his daughter Reiko are very different - one is a baby boomer business strategist, the other a millennial medical student. 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 enterprise software, attract not just customers but raving fans? The key is creating what they call 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 than squeezing every penny from each interaction. But those who apply the strategies in Fanocracy are more likely to dominate their categories. And beyond the financial benefits, fanocracies spread more joy and inspiration to the world at large.

Item Information
Barcode Shelf Location Collection Volume Ref. Branch Status Due Date Res.
C9007827819 658.8 SCO
Adult nonfiction   City Branch . . Available .  
. Catalogue Record 1045414 ItemInfo Beginning of record . Catalogue Record 1045414 ItemInfo Top of page .
Catalogue Information
Field name Details
ISBN 9780593084007
9780593084014
Dewey 658.8
Author Scott, David Meerman author.
Title Fanocracy : turning fans into customers and customers into fans / David Meerman Scott and Reiko Scott ; foreword by Tony Robbins.
Published [New York, N.Y.] : Portfolio/Penguin, [2020]
Physical description xvii, 284 pages ; 22 cm.
General note Includes index.
Summary 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. 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. David Meerman Scott and his daughter Reiko are very different - one is a baby boomer business strategist, the other a millennial medical student. 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 enterprise software, attract not just customers but raving fans? The key is creating what they call 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 than squeezing every penny from each interaction. But those who apply the strategies in Fanocracy are more likely to dominate their categories. And beyond the financial benefits, fanocracies spread more joy and inspiration to the world at large.
Subject Relationship marketing
Customer relations -- Management
Consumer behavior
Customer loyalty
Fans (Persons)
Additional author Scott, Reiko author.
Catalogue Information 1045414 Beginning of record . Catalogue Information 1045414 Top of page .