Rewarding your superfans
Your superfans are your brand’s biggest assets, and Pattr makes it easy to identify them. But what do you do once you’ve figured out who your biggest brand champions are?
Welcome to the club
There are two parts of the problem when it comes to social media management. On the one hand, you want to do your best to encourage a safe space free of abuse and harmful content. But the other side is just as important: making sure your fans feel valued by your brand.
We solved the first half of the problem with Conversation Health, so we wanted to make the second half just as easy. Earlier this year Pattr launched Superfans, an AI-powered solution for brands and creators to rapidly identify their biggest brand champions online. We didn’t want our users to be stuck trawling through thousands of replies, comments and mentions to find their most passionate fans, so we designed a solution that leverages natural language processing and bespoke conversational AI to do the hard work for them.
But a question then naturally arises: what exactly do you do next? You’re staring at a dashboard of your most engaged fans on social media — what are you supposed to do with them?
The Pareto Principle, also known as the 80/20 rule, holds that roughly 80% of consequences come from 20% of causes. Apply it to brand marketing, and you’ll get a simple formulation: 80% of your revenue comes from 20% of customers. These 20% are your superfans — and there’s plenty you can do to keep them on your side.
We’ve pulled together three tips for engaging and activating your superfans and turning them into brand champions for life.
Engage with their content
It’s simple: everyone likes being acknowledged. If there’s a fan who is in the online trenches spreading the good word of your brand and your content, the least you can do is ensure they know you see them.
This could mean simply liking their post, but you can do better. Show you know about their customer journey by replying to them, touching on ways they have connected with your brand recently online. You might shout them out for a recent purchase, or call back to something positive they said a few months ago.
You can go a step further and amplify their voices on your brand’s official channels. Getting a retweet on Twitter is great – but getting a shoutout or a profile on an official company blog, or in a marketing campaign, is even better.
With Superfans, it’s simple to get an easy summary of every social interaction a given user has had with your brand online. Show them you are listening.
Provide exclusive benefits
Many brands have some form of loyalty program — it’s one of the most tried-and-true marketing methods out there. But what if you could become part of a club like that without even needing to sign up?
By identifying your superfans, you’ve found the sort of people who would be most responsive to — and thankful for — exclusive benefits and VIP experiences. The kind of behind-the-red rope experience that makes them feel like they’re an essential part of your brand ecosystem.
Surprise and delight your superfans by offering them these prizes without them having to apply for anything. You already know they’ll be receptive — so be on the front foot, and communicate an offer directly. It could be as substantial as an exclusive ticket to an in-person event, or as simple as a special enhanced discount coupon for an upcoming sale.
Here’s how it might work. Your Pattr Superfans dashboard identifies a customer who retweets and replies to more of your brand’s posts than almost any other follower. You could shoot them a quick DM letting them know that their support hasn’t gone unnoticed, and offer them an invite to your next product launch.
This can also be a great opportunity to make things more formal. If a superfan isn’t already part of your brand’s loyalty program, you can extend a personal invitation, and maybe even offer them better rewards while you’re at it.
Opening up two-way feedback with customers
Gaining customer feedback is hard. It’s one of the more annoying and routine parts of the customer journey, and it is mostly ineffective.
With Superfans, you can do things differently! If you’ve identified someone who has a deep affinity with your brand — and isn’t afraid to say so — you can engage with them on a deeper level, asking for the kind of genuine feedback and advice from someone who knows your offering well. You get excellent advice, and they feel like they’re contributing to the ongoing success of a brand they love. You are making the experience unique and their own.
You can also amplify your superfans’ voices. Next time you’re collecting testimonials or stories for a campaign, ask your biggest brand champions to contribute. Their contributions will always feel realer and more heartfelt than something from a professional review, or created specifically for a campaign.
The beauty of Pattr’s Superfans is that it takes the hard work out of trawling social media to identify your most committed fans. Through your Unified Inbox, you can see your superfans across all your social channels, with a simple score system making it easy to identify the highest priority fans.
You can then focus on making sure they feel like part of the club.
Want to find out how you can use Superfans to find your brand champions? Book a demo with us today.
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