Climbing the Pyramid of Fandom

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Hello everyone!

For the previous chapters about Superfans, check the links at the end!

There is no better way to get your fans involved than simply inviting them to join your team or even hiring them! Real fans will know everything about your brand and will be thrilled to help you!

There’s perhaps no better example than Disney of how successful you can be when you implement this little strategy: hire your fans. They’re the ones who know your brand, who love what you do, and who will bring special energy to their role than an outsider may not be able to capture. Whether it’s as a volunteer for a one-time event, or a long-term paid role in the leadership of the company, hiring your fans just makes a ton of sense.

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In this passage, Pat discusses the power of hiring fans within a company and uses Disney as a prime example of how this strategy can be successfully implemented. This approach is a great way to build a loyal customer base, create authentic content, and increase employee engagement. Fans already have a deep connection to the brand, understand its values, and can easily connect with its audience. This can translate into better customer service, increased customer loyalty, and more effective marketing efforts. It also saves time and resources in training new employees, as fans already have an inherent knowledge of the brand and its culture.

In today's digital age, hiring fans can also be incredibly beneficial for creating authentic and engaging content. Fans can provide a fresh perspective on the brand and create content that resonates with the target audience. They can also help build a strong online community by engaging with customers on social media and responding to their inquiries or concerns.

The author emphasizes that this strategy can be applied in a variety of ways, from volunteers at events to long-term paid roles within a company. It's not just about hiring employees who are passionate about the brand, but also about cultivating a culture of engagement and empowerment. By giving fans a platform to share their ideas and feedback, companies can create a more collaborative and innovative environment.

Moreover, hiring fans can lead to increased employee engagement and job satisfaction. When employees feel a strong connection to the brand they work for, they are more likely to be invested in their work and feel a sense of purpose. This can lead to higher productivity, better retention rates, and a more positive work environment.

Over time, you’ll naturally start to see people lift themselves up in the community - the ones who contribute a lot and are really excited to be a part of the group - and those people, the ones who self-select for a bigger role, are the ones you should reach out to. Once you’ve narrowed the candidates and started interviewing them, focus on what they can do to help you better serve the community. In this context, using the words like “we” works well because it makes the person feel like they have an opportunity to be part of the team, and keeps the focus on the community you both want to serve. Ask them what they thing of your ideas and what you’re been doing so far, and see if they have any ideas of their own. Keep the conversation focused on the community, and on the opportunity you’re offering them to help shape that community.

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There will be individuals who naturally rise to the top of the community who have contributed significantly to the group. These individuals, who self-select for a bigger role, are the ones that we should be reaching out to. Once these potential candidates have been identified, it’s important to engage with them in dialogue about how they can help better serve the community. Using inclusive language like "we" will make the person feel like they are part of the team and that the focus is on serving the community they both care about. Asking for feedback from the potential candidate is also recommended: asking for their thoughts on the current state of the community and whether they have any suggestions on how to improve it. By keeping the conversation focused on the community and the opportunity to help shape it, companies can create a more collaborative and innovative environment.

When you make an intentional decision to cultivate your connected community into a legion of superfans, giving people the honour and responsibility of serving as a member of your team and a steward of your community will seem like a natural step. It’s really a wonderful thing when your fans become integral members of your team.

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It is important to build a strong, connected community around your brand. If you intentionally cultivate this community, it can lead to the development of loyal "superfans" who are passionate about your work and eager to contribute to your success. When you have a group of superfans, it only makes sense to involve them in deeper ways. By giving them the honour and responsibility of serving as members of your team and stewards of your community, they become an integral part of your brand. This can lead to a deeper connection between your brand and your fans, as well as a more authentic and effective marketing strategy. Having your fans as part of your team also means that they can provide valuable feedback and insights into your brand. They can share their ideas, perspectives, and experiences, which in turn can help you shape your brand and better serve your customers. This can lead to a more collaborative and innovative environment, as well as a stronger sense of community.

Overall, when you intentionally cultivate your connected community into a legion of superfans, inviting them to be a part of your team can be a natural step. It's a wonderful thing when your fans become integral members of your team, as it can lead to a stronger, more authentic, and more successful brand.

Thank you so much for reading!
See you next time!