The document discusses strategies for connecting with superfans of a brand through shareable content. It defines superfans as people who are passionate about a brand and enjoy sharing that passion. The goal is to build a community of 100,000 superfans sharing content related to the brand. The strategies discussed include building an immersive experience for superfans that invites them into the brand's world, empowering their creativity, and making sharing content easy in order to amplify buzz around the brand in social media.

1. Connecting with Superfans:
Shareable Content Strategies

2. #GoTSuperFans
@MikeStandish
VP, Creative Strategy
PBJS.com

4. An exhibit for superfans
Our goal: 100,000 superfans sharing their passion.
⌂ A small portion of a vast audience
⌂ Allow superfans to “peek behind the curtain”
⌂ Use digital and social to amplify buzz

5. What is a SuperFan?

6. SuperFans are SuperAdvocates
A person whose love of a brand has
become such an important part of
their identity that they take joy in
expressing that love to others.
⌂ Earnest
⌂ Stewards
⌂ Expressive
This audience is a huge opportunity.

7. How do you make superfans happy?

8. SuperFans want to be invited into the world
that they love.

9. Content strategy is design strategy
When a superfan steps into an exhibition, they want to leave the ordinary world behind.

10. How we did it
⌂ Don’t build a museum, build a world
⌂ Get as immersive as you can
⌂ Tear down barriers between
superfans and content
⌂ Tell a story with your exhibit space

11. SuperFans are supersmart.

12. You are not the biggest nerd
Admit that your superfans are probably smarter than you. And they want to prove it.

13. How we did it
⌂ Build an army of experts, both on
your internal team and at the event
⌂ Be willing to answer questions
⌂ Build relationships with the right
client stakeholders, and involve
them in the process
⌂ Be ready for serious review cycles
⌂ Read the books. Twice.
⌂ Watch the show. Twice.

14. SuperFans are Cosplayers at heart. Even if
they’re not wearing a costume.

15. Empower SuperFans’ Creativity
The relationship between brand and superfan is a collaboration. Let go of your brand a little.

16. How we did it
⌂ Embrace the power of digital
⌂ Analog tools are still useful
⌂ Create an ecosystem in which the
two blend seamlessly

17. SuperFans want to share their enthusiasm
with other SuperFans.

18. Sharing should be easy
Give superfans authorship, and remove all barriers to sharing.

19. How we did it
⌂ A pre-show digital experience
⌂ Make sharing dead simple from
mobile devices
⌂ Custom content delivered before
and after the exhibition