good morning everybody
settle down
settle down you hooligans okay this mic
is a little funky so whoever's at the
back handling the audio for this when
I'm done you'll have to turn it off a
couple of quick things real quick if
you've got cell phones and I'm assuming
some of you probably do because it is
2014 if you've got cell phones please
turn them the silence vibrate mode or
just switch them off completely so we
don't disturb Pat while he's just laying
down one value bomb after another for
you guys so my name is Chris Ducker and
well thank you I'll get that 20 bucks to
you later I promise
money my name is Chris Tucker I don't
have the pleasure of speaking to you
lovely people until tomorrow morning and
feel free to come along to this session
plug over but what I do have the
pleasure of doing is introducing my very
good friend Pat Flynn double I'm not
done yet wait I'll pay you this twenty
dollars later as well
so I just want it very quickly before
Pat gets going I just want to do a very
quick show of hands very very quickly to
get a very very important point across
okay so if you've heard of Pat Flynn
before NMX please put your hand up now
now keep them up okay that's pretty good
isn't it yeah
if a piece of content that Pat has
created to be a blog post podcast video
whatever if a piece of content that Pat
12 months in your business and life
please leave your hand up or see some
more went up so they they didn't know
him until just now but in the last year
respond Taylor's help them okay
now finally if you follow Pat on Twitter
or Facebook please leave your hands up
some more went up as well okay now you
can put your hands down
thank you very much for reaffirming
exactly the reason why there is
absolutely no one better to talk about
building a community of raving fans he's
warming up then the one and only the
incomparable mr. Pat Flynn
I have a song I want to play for you
guys and if you know the group or the
band or the artist that sings this song
I would love for you to raise your hand
so here it is raise your hand if you
know the band what's your name
Matt what's up Matt who is the artist
who's saying that
the Backstreet Boys that is right Matt
my wife yep my wife would love you right
now because my wife is a huge Backstreet
Boys fan or BSB as you guys like to call
him and you know I've always known about
her infatuation for this group but I was
never really interested in it you know
plus I was more of an NSYNC fan myself
but the other week April's watching me
prepare for this presentation and she
was like oh what are you speaking on and
MX's sierad and i was like you know i'm
talking about how to turn your casual
audience into raving fans and she's like
oh that's cool
and typically in our conversations about
business that's where it would normally
end however I knew she was a huge fan of
back to boys so I asked her a follow-up
question I asked her babe how how did
you become a fan of the Backstreet Boys
anyway and she looks at me she goes are
you sure you want to do this and I was
like dude what what are you talking man
she's like are you sure you want me to
talk about the Backstreet Boys with you
and I was like yes yes yes I am doing
research and she said okay and little
did I know we would be spending over an
hour talking about how she became a
Backstreet Boys fan which at the end of
the night after the kids were down
culminated into well let me just let me
just roll the footage though my wife
tells me there's this box I have to see
and I'm a little scared to see what's
inside hey babe what's in the box yes
yes
I'm gonna use this in my presentation by
the way
okay okay
yes usual stuff what is that
are these dolls how many of them do you
have what what is that you have a framed
picture where's my framed picture
okay this is his time okay hey but I
mean a framed picture really disgusting
but you know I love my wife I'm her
number one raving fan she actually
taught me a lot about what it took for
her to become a raving fan cuz that
didn't happen overnight but really what
is a raving fan why are they important
to us well raving fan is someone who is
so dedicated so loyal to you and your
brand that they couldn't imagine life
without it they couldn't or wouldn't
think of going elsewhere these are
people online who would read every
single piece of content you write listen
to every single podcast episode watch
every single video buy every single
product they'll upgrade from gold to
platinum just because they can they will
talk about you so much other people
gonna get sick of it they will defend
you from trolls like their life depends
on it they will mark it to you for
market for you for days
for free and they will give you
completely honest mind-blowing feedback
for you and your business without you
even asking for it this is the ultimate
in brand loyalty these are the people
who you know if your brand were to
disappear they won't just be sad they
would be downright devastated but this
is the ultimate form of brand loans we
have how do we get raving fans where do
they come from
how do their how are they created well
let me tell you something really cool up
here I want to show you something this
right here well this is a triangle but
it also represents your entire user base
imagine this is everybody who's ever
come across your site and within your
user base there are different levels of
affinity or likings to your brand or
levels of consumption and we're gonna go
through each of these really quick so
down here at the bottom and we're gonna
call this your affinity pyramid so down
here at the bottom you have your casual
audience these are the people who sort
of discover you almost unplanned you
know they weren't necessarily going to
you but they perhaps stumbled upon you
and your site through chance or by
random or through a search or social
media or link from another site right
and when you're just starting out most
of your audience is gonna come in to
this level most of your arms is gonna be
made up of casual audience members and
whenever you bring new people into your
brand this is where they come in as you
get them to come up this pyramid into
the active audience level now this is
where people sort of
across your content premeditatedly they
know you exists they like your stuff and
you know they've given you permission to
give them more and these are people who
are subscribed to your site whether
through RSS or through your email list
perhaps they follow you in Facebook or
Twitter and this is what happens when
you come out with Pete's new content
these people make a decision whether or
not to read it or not or to buy it if
it's a product now a level up from there
we have your connected community now
this is where magic starts to happen in
your brand because not only are you
delivering content to your audience and
speaking directly to your audience
they're also speaking back to you but
more importantly they're also talking to
each other and this is where a culture
starts to breed on your site some
identity this is where you get into the
you know if you're fans of Justin Bieber
you're a believer if you're a fan of
Taylor Swift you're a swifty if you're a
fan of Miley Cyrus you're a smiley
Twihard Trekkie people can identify
themselves as somebody who is a part of
that community and of course now at the
top we talked about raving fans already
and we define that now check this out
most of your audience is here at the
bottom of your pyramid but most of your
activity your comments your engagement
your customers your sharing is up here
at the top 80/20 rule if you want to
focus on 20% of your brand that gives
you 80% of the results you need to start
focusing at the top of this pyramid too
many of us are worried about driving
traffic to our website and SEO and guest
posting all this stuff trying to make
the pyramid bigger when really you
should be focusing on getting people
from the bottom of the pyramid to the
top and guess what happens when you do
that your pyramid is gonna get bigger
anyway because the people at the top
they're gonna be evangelists they're
gonna be the ambassadors that will share
your brand for you much better than you
could ever do yourself and the best part
about this the part that excites me the
most is the higher up you go this
pyramid the less pushy the less
aggressive the less salesy you have to
be in order to make things happen these
are the people at the top who trust you
you have a great relationship with them
too many people try to sell to the
bottom part and yeah I get it there's so
many people there and that's why they
spend millions of dollars on the best
copywriters and the best designers to
try and convert those people who are
just casual audience members into buyers
when really you should
focusing on getting people to the top
and then you don't really have to sell
it all because people are gonna be
begging for more
now gravity is at play here it's not
easy to get people from the bottom of
this pyramid to the top doesn't happen
overnight it's not push-button easy but
that's why I'm here
I'm gonna show you guys how to take
people step by step we're gonna go
actually step by step casual to active
then we're gonna go into active to
connected community and then we're gonna
go connected community to raving fans
you guys good could we talk about this
I'm excited
all right awesome now the main point
about this whole thing to get people
from the bottom to the top is this
raving fans aren't created the moment
people discover you they're created by
the moments you create for them over
time
and it takes a while for people to have
enough moments to become a raving fan
now before we even get into this pyramid
there's three prerequisites three
mandatory things that your site your
brand your business has to do before we
can even start talking about getting
people up this pyramid and those three
things are first providing a great first
impression you could have the best
content in the world but if your first
impression doesn't share with the
brand-new visitor that that's exactly
where there should be well then they're
gone so don't even worry about getting
people up the pyramid they're not I'm
gonna be in it the second part is making
sure you have unique content because if
people can get that content elsewhere
like crap now check check if people can
get that same content elsewhere then you
know they're not gonna become a raving
fan they're gonna be a raving fan of
somebody else and lastly you have to be
consistent consistency is the fuel that
drives us you know when you start to get
into a connected community raving fan
level that's where people start to have
expectations and when you stop producing
content that's all of a sudden where
people drop off drop down to the bottom
and then out so we're gonna go step by
step like I said we're gonna start with
the bottom connected community to active
audience when uh when my wife April was
15 she apparently gone through this
really bad breakup with her boyfriend
right so you know she was confused she
was emotional she was angry sad
frustrated
just like a normal teenage girl right
but you know on a higher level because
of what was going on and she had heard a
song on the radio that she had heard
before but she never really paid
attention to it but she paid attention
to it this time because the lyrics just
happened to be saying everything that
was going in her head at that time and
this song was by the Backstreet Boys and
the song was quit playing games with my
heart right you know I should have known
fun and start playing games with my
heart right that one now I can have my
own faint picture right but it was at
that precise moment that she converted
from a casual listener to an active
listener because the next time the song
came on the radio she turned the volume
up she knew that song it connected with
her before when the album came out I
think it was the Millennium album she
asked her mom to buy it and she bought
it and then she started pressing play
over and over and over again on her Sony
discman sort of dating her a little bit
by saying that but again it was all
because she felt like they were speaking
directly to her and everything she was
going through there's a great quote by
Jay Abraham he said if you can describe
the problems of your target customer
better than they can if you can define
the problem better than your target
customer then they will assume that you
have the solution it will automatically
assume that you have the solution so the
trick is to really understand all about
your target market who are they what are
their problems pains issues and speak to
them as if you know what they're going
the trick is really you want to get your
audience and I don't mean get them like
I'm gonna get you right I mean get you
like you want people to say wow this guy
totally gets me or she totally gets me
you want people to leave comments that
say things like I felt like you wrote
this post just for me that's the
ultimate sort of comment right when you
can connect on that level but again this
goes along with understanding who your
target market is now let's go to the
Backstreet Boys target market teenage
girls between 13 and 18 what happens to
teenage girls between 13 and 18 they
break up with their boyfriends hmm let's
write a song about it it's really funny
because you know whenever we talk about
our blogs we say my blog my podcast
- mind that when really though who is it
for
it's for your audience so understand who
exactly your audience is and that's
gonna require you perhaps to get a
little bit uncomfortable and actually
reach out to individuals and talk to
them and keep asking why so you can
understand exactly what they're going
through that's first thing second thing
I'm talking about actually a lot of you
probably done this already I want you to
imagine having a conversation with
somebody that you've just met for the
first time right totally brand new
something you're probably gonna be doing
a lot here this week this weekend
and the conversations always start out
the same you know that small talk right
like where you from I'm from San Diego
California oh that's cool habitude or my
blogs at smart passive income that's
cool habit you but then all of a sudden
in the middle of that conversation one
of you will share something that both of
you have experienced before right
it'll be like hey what school do you go
to oh I went to Cal UC Berkeley you went
to cap I went to kill are you serious
what you're G graduate oh 506 oh my gosh
awesome best friends forever go bears
right like that's how friendships start
and that's how you can convert your
casual audience into active members by
sharing these really interesting things
about you that people can connect with
on an individual level you have to look
put a little bit of you in your brand
put you into your brand this is why I
spend money to have my voiceover guy at
the beginning of each of my podcast
episodes share a different random fact
about Who I am and when I started doing
this people who are experts in the
industry we're saying things like Pat
like this is this is the dumbest thing
I've ever seen like why would you waste
your time and your money doing this and
now those people are coming back to me
six and a half million downloads later
in my podcast saying Pat you are genius
and my response is no I'm just being
human I'm just being a human being
online who knows how to connect with
people so share these interesting things
about you with your audience and you
don't to go overboard you can just share
these random things like I can't tell
you how many times I've been to a
conference and people have come up to me
in its first time ever met them but they
say things like pet how'd you fancy
football team do I'm like I don't want
to talk about this year
I had somebody last night say Pat I'm
also half Filipino and I was like sweep
and I pried right and then you know I
had a guy I had a guy come with me one
conference all the time he came up to me
like a little too close like I was
wondering what he was gonna do he was
like coming up to my ear and he's like
I'm also scared of spiders and then we
hugged it out you know so connecting
with people on an individual level like
that by sharing these things about
yourself are gonna go a very very long
way now check this out this I mean it's
really easy for me to connect with
people who share the same love that I
have for something that I'm a raving fan
of Back to the Future
any Back to the Future fans nice see we
could all get together and have a party
and we have these shared experiences
that we could talk about we don't even
know each other but we already have
these shared experience I mean check out
this image this is I had professional
photographers come to my home into my
home office to film cool pictures around
me in my office and I had this idea
saying hey guys let's take a picture of
me in front of my back to the future
memorabilia how lame is this so lean and
this has nothing to do with my business
right but has everything to do with
developing a real relationship with my
audience therefore it actually has
everything to do with my business now
next tip again we're talking about
casual audience members converting them
into active audience members and I have
one final story for you in regards to
that when I was 20 studying architecture
at UC Berkeley and my fall semesters
were always super crazy because not only
did it have architectural studio but I
had marching band and like I would
literally fall asleep right before
halftime shows sometimes this was
actually in the Vegas Bowl in 2004
actually and it'd be crazy but my spring
semesters I love my spring semesters I
had all the time in the world only a
couple classes no studio no Marsha band
so I did what every 20 year old male
college student would do with all that
free time I played video games
nice I played video games in my junior
year my buddy introduced me to a game
that literally took over my life for
three months
like I remember staying up for over 48
hours straight with monsters and Red
Bulls bloodshot eyes but I was having a
good time
not a good look though now what was this
game this game is called world of
warcraft I heard some halos there I play
that too but will the Warcraft and for
those of you who don't know this game is
sort an RPG game where you can go in and
you become a character and you can slay
things you get gold and you go on quests
it's like super cool and you know I
remember the very first five minutes of
playing this game because I remember
within the first five minutes I was like
oh this isn't good I'm gonna be here for
a while and then I have bloodshot eyes
and monsters and all that stuff now what
happened in the first five minutes well
let me tell you what happens when you
first start this game is you know you
select your character you can choose
between alliance and horde and that
whole thing you get to customize your
character which is pretty cool right but
then you get immediately put into this
world a virtual world with other people
around the world who are also playing
and you start your first quest and it's
a super easy quest probably to help you
understand the controls and stuff but
what's cool is you like kill a few
things and you get experience points and
then you get gold and all of a sudden
after you killed just a few things you
level up you go from level 1 to level 2
you uncover new abilities and all this
schools it's super cool and I was I was
hooked right after that point a World of
Warcraft like many other addicting video
games was harnessing the power of the
quick small win
here's another game that you might know
this is Angry Birds how many of you ever
played Angry Birds right I don't know if
you guys remember what the first level
looks like but this is what it looks
like you had three Angry Birds right
three chances on the right-hand side one
bad piggy on the top of this tower if
you hit any part of it you're gonna win
it's like the worst architecture I've
ever seen
but this has been the start this quick
small win has been the start of many
people's addictions so the idea here is
to give your audience a way to get a
quick small win a quick instant result
from what you have to do that's gonna
hook them in hook line and sinker
there's a blog I used to read sort of on
and off a lot of you might know it's I
will teach you to be rich calm Byram eat
settie great blog and when I first read
it you know there was it was cool and I
would read it every once in a while but
then there was just one post I read
where he shared a script that you can
actually read off of when you call your
cable company and you actually save like
30 20 to 30 bucks a month on your bill
by just reading this script for the
cable company and I did it in five
minutes I was able to save twenty thirty
dollars a month on my cable bill I was
hooked on his stuff from then again five
minutes quick win now another thing I
like to do and something I recommend if
you have an email list is you know when
people subscribe to your email lists
they get that first follow-up email
right make sure you provide a quick win
in there something really cool maybe
even your best quick win tip to get
people engaged right away and show them
that you have something to give them now
there's a book by Charles Duhigg called
the power of habit and he talks about
the power of small wins and he talks
about how the reason this works is
because our brains will associate these
quick rewards with whatever is giving us
this reward so what you want to do is
you want to establish this pattern right
away I mean we all want to change the
lives of everybody who comes across our
site and we had these big goals for them
but we need to break them up into little
tiny goals to get them hooked so we can
then help them out in the future and get
them toward those big goals all right
now we're gonna move up the pyramid
we're gonna go from active audience to
connected community and the cool part
about this is you know not only are you
as a brand speaking to your users or
your audience but they are also speaking
back to you and like I said before even
more important they're speaking with
each other as well so what you want to
do is you you want I mean there's
actually two sort of themes within this
section here the first one is you were
actually providing an experience beyond
the normal experience that casual
audience members have on your site
you're providing an additional
experience something that people can
have a memory from or a personal moment
and the second thing is you're actually
facilitating these discussions between
people and actually making it easy for
people
you talk to each other as well and
engaged so the first thing I want to do
is actually give you two tips to help
you increase the engagement that you
have on any of your platforms your blog
your social media presence whatever and
these are tips that are a little bit
different and you know but they work and
I'll show you why so the first one is
ask questions this isn't actually the
tip I want to give you but this is a tip
we've all heard right you ask questions
you get answers a lot of us even don't
do this but I want to take I want you to
take it a step further I want you to not
just ask questions I want you to ask for
the answer ask for the answer let me
tell you what let me tell you exactly
what that means and what the difference
is how many of you watched game shows on
TV hands up
what's your what's your favorite game
show family feud that's one of my
favorites I love the prices right also
you know all those games are great and
what's interesting about game shows and
what fascinates me about them is the
fact that we can sit through a whole
episode and we don't even know who the
contestants are right like we don't even
really care about the contestants but
why how do we how are we able to sit
through an entire episode of a game show
it's because we like to play along right
I don't know how many of you do this but
I'll be alone and I'll be watching a you
know family feud and I'll be like like
Rottweilers oh I live like nobody's
there in the room with me but for some
reason I shout it out you know why it's
because we like to confirm that we know
the right answer and this is a strategy
I want you to implement in your site so
what does that look like well there's
this guy named Steve spangle he's
awesome and I listen to an episode of
social media the social media marketing
podcast with Michael Stelzner great
podcast highly recommended and I listen
to an episode Steve Spangler was on it
and he's a scientist a teacher a public
speaker and he has a highly engaged
community but it wasn't always highly
just at first you know what he would do
is actually create these really cool
YouTube videos sharing an experiment and
then at the end of the video he would
talk about the science behind it why
things happen the way they did for
example he did one I think where he
sucked in air from a balloon and then
all of a sudden his voice was like super
low and then he talked about at the end
well the gas was sulfur hexafluoride
Florine hexxus i don't know i'm not
scientist but you know it was some gas
that's much denser than air so his voice
was much lower and then you know he gets
some comments here and there he'd get
comments like oh that's awesome or where
can I get that gas right like but that's
about the extent of it right but then he
switched it up then he only shared the
experiment and then asked the audience
how did this happen why is my voice
lower
how come this balloon did this or
whatever and the engagement went through
the roof because everybody likes to
share the answers that they know and
what happened was people started
debating with each other and like
sharing their own best version of the
answer getting in fights in the comments
section in his YouTube channel pulling
out their chemistry books like getting
really frustrated with it which is
awesome when you are the one that can
facilitate those types of discussions
cool things will happen here's an
example from me I posted this picture on
my Facebook page a couple months ago
this is a coconut oil that I get from
Costco I cook with it's healthy or
whatever and then on the bottom here it
says a hundred percent less cholesterol
than butter and I asked my facebook
followers why did it why do they say a
hundred percent less cholesterol than
butter when really that's just zero
cholesterol
and the comments went crazy people
started sharing things like mad awesome
things happen so what is an answer that
you can get from your audience people
love to share an answer when it's formed
in hey I know what's right now good
examples of this is you can go on your
Facebook page really easily and say what
makes you happy for example right that's
a question but people love to share
answers so I actually do this I went you
plus X equals happy solve for X it's
just another way of saying it but
because X is an answer and people want
to solve this comments with through the
roof 30 shares really cool people
actually started doing standard
deviations all this other actual math to
it it's really fun now the second tip I
want to give you is actually goes back
to another YouTube channel this YouTube
channel is has that this strategy
involves getting your community to help
you make the decisions for your brand
and this is really cool because when you
can do this especially on the regular
people gonna feel like really that they
had a part in deciding where you and
your brand are going you know they're
gonna really feel connected to community
like they're actually a part of it which
they are now there's another YouTube
channel that I watch every once in a
while and it's a little you know there's
some language in there so don't show
that show this with your kids but this
channel is called epic Rap Battles of
History and it's really cool little pits
these like to it actually they have a
higher actors and you know they write a
rap script and they have one person
person another and they're usually
famous characters from history or TV or
television and what's really cool is at
the end of their videos they say who's
next you decide and then they get
millions of comments from people saying
do these people versus this people do
this versus it I mean this one was the
video for Gandalf vs. Dumbledore epic
rap battle there's ones up here Justin
Bieber vs. Beethoven Genghis Khan versus
the Easter Bunny I don't know what that
was about but it's really cool and then
they actually show snippets or a
screenshots of people asking and then
they delivered now how cool is that now
next I want to talk oh here's another
here's actually probably my most
favorite
example of getting a community involved
in helping making decisions for your
brand
this is lego kusu Lego is like the only
thing my son will sit and do for more
than 20 minutes and sit in one spot for
and and so I've been researching a lot
of Lego lately and I discovered this
site it's so cool because what happens
is anybody who has Legos can create
their own creation and then post it up
here and if they get enough supporters
Lego will actually manufacture that they
will put the pieces in boxes and ship
them out and this is actually if I
scroll down here you'll notice number
four down here on the bottom says number
four DeLorean I don't know if any of you
seen in Lego stores or lately I mean
there was a Lego set that came out for
bad for the future that actually came
from the Lego community it got enough
supporters I mean that is so cool so of
course I went out and bought two you
know I'm gonna build one keep the other
one in the box right just to make sure
you know case the value increases or
whatever so next I want to talk about a
19th century strategy that's gonna help
you increase brand loyalty today and
that is Oh actually before you even get
to that I don't know a lot of you saw
this on Facebook I actually asked a lot
of people if I actually asked my
Facebook community helped me decide what
the title slide is gonna be for this
presentation and I did that on purpose
because I needed help but also because I
wanted to share this example with you so
I had people say hey would you like a or
B and after one hour I had 150 comments
after nine hours I had 457 and currently
there are 597 people saying a or b so
again a way to get your community to be
involved in decisions and so doing
things like graphics is a good idea you
know whatever you can think of be
creative but anyway you can get your
audience involved in decisions for your
brand it's gonna help take your brand
loyalty to the next level and actually I
had a person comment and actually
redesign one for me and actually it
looked a lot better and then she was
like oh how about this one instead like
she just went like this was somebody in
my community I didn't pay them to do
this and they just happened to do it
because they wanted to help and they
felt like they're involved so this was a
woman
Amanda and she's Amanda Robbins Johnson
so I want to make sure she gets credit
for that she was the inspiration for the
one that actually showed up on the title
slide which you can see in my facebook
page right now I'd put it post of the
picture that okay and also Amy
Porterfield did one for a header of her
her newsletter so she said one two three
or four which one do you like better and
at the bottom you can see 928 comments
super crazy way to get people involved
just a or B which one try it okay now I
want to talk about a nineteenth-century
strategy that's gonna help you get more
brand loyalty today and this strategy is
called the factory tour the factory tour
in 1807 factory started opening up their
doors first for investors so that they
knew what was going on behind the scenes
and they knew their money was being well
spent but then they opened opened it up
to the public and this is something that
like families signed up to do like that
was a fun thing they did on the weekend
and it's still fun to do I don't know if
you've ever been on the factory tour but
I've been on tours of breweries I went
on a chocolate factory tour the
Scharffen Berger Chocolate Factory in
Berkeley
that was my ex-girlfriends so don't
mention that and it was just really fun
I mean think about what happens when
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