Jon Thomas at SocialMediaToday tackles a topic that I believe is critically important to associations and organizations: superfansl (Or supermembers for associations.)
These are your passionate brand advocates, the people who spread the word about you, and who invest their own time (and sometimes money) to help you out. These customers have never gotten enough attention, but with social media, they are more important than ever. A few quick thoughts:
- Do you know who your superfans are? Not just the top 5, but the top 10%? Are they coded in your database?
- Do you thank them? Special benefits or a freebie now and then can help you build even tighter bonds with these key supporters.
- Do you encourage them to share their ideas and suggestions with you? Sometimes your customers will spot problems long before you see them. Let them help you.
- Do you make it easy for them to spread the word about initiatives you want promoted?
No? Why not? These people WANT to help you. Make it easy for them and you’ll reap the rewards. After almost 25 years of promoting associations and conferences, one of the first things we do when developing marketing plans is to identify these superfans. Instead of wasting time selling them on WHY, we enlist their help to tell other people why it’s time for them to get involved, join, or attend an event. It’s a powerful technique and too few groups are using it.
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