Despite their clear value, it’s easy to take your superfans for granted. After all, you’ve likely already converted them into lifelong buyers. Shouldn’t you spend your effort bringing additional customers into the fold and finding new audiences? The more the merrier, after all.
That’s before you get past the simple fact that the finite resources of your customer experience team are often dragged elsewhere. Why spend time with your biggest fans when you could be identifying those customers who might not be having as positive an experience, and might need support to keep them onside?
Ultimately, you need to find a way to walk and chew gum at the same time. 62% of customers believe that the brands to which they are most loyal are not doing enough to reward them for it, according to Annex Cloud. Put simply: it takes a little work to keep even the most ardent Superfan on your side.
What you should be doing is giving your superfans unforgettable experiences and interactions which remind them why they fell in love with your brand in the first place, and reward them for being there with you.
The real challenge is sifting through the noise of social media and finding the true superfans who will be most responsive to your outreach. The people who are consistent boosters of your brand, or have the potential to be.
On the one hand, your customers are having these conversations out in the open, right where you can see them. The marketing executives of the forgotten pre-internet era would kill for that kind of transparency and insight into the minds of their audience.
But the flip-side of that is in the sheer volume of engagement. Identifying your ride-or-die superfans — the people who are truly as obsessed with your brand as they are their favourite football team or TV show — can be like finding a needle in a haystack.
How do you identify and reward your superfans?
This is where Pattr Superfans, our latest offering, comes into play.
Using general natural language processing and bespoke AI models, we can rapidly identify the fans and communities who are consistently advocating your brand and product online.
We find the users who are consistently interacting with your brand’s content and having positive conversations about you, and assign them a Superfan score through a rules-based points system.
We know there is no one-size-fits-all model here. Different brands will have different metrics for what constitutes a Superfan.
For example, maybe your brand runs a lot of share-based social media promotional campaigns. You can weigh your superfan score to target those who consistently share your content.
You might have a more organic definition of what makes a superfan, and would prefer to emphasise those who consistently have great conversations about your product without even mentioning or tagging you. (Imagine the surprise and delight moment if your favourite brand reached out to you with a neat little reward without you having to do anything.)
Once you’ve identified your superfans, you can take a range of actions to reward them. These rewards for your superfans need not be extravagant. In fact, they can be as simple as an acknowledgement of their contribution.