I read 『ファンベース　─ 支持され、愛され、長く売れ続けるために』(FanBase: To Be Supported, Loved, and Continue Selling Long-term) by Naoyuki Sato, so I’ll share the insights gained from the book.

Background: Want to Gain FanBase Insights from a Recruitment PR Perspective

I wanted to gain FanBase insights from a recruitment PR perspective, so I read this book.

Below are quotes and notes from memorable sections.

(3) Because Fans Create New Fans

People can't help but want to tell their close like-minded friends about things they love.

In short, "fans turn their surrounding like-minded friends into fans." The question is "how to make fans want to tell others about it." No matter how much of a fan someone is, they won't suddenly say "I love this product! It's definitely recommended!" without any context. That would just make them look weird. Create opportunities for fans to make organic recommendations. Create situations that make them want to talk about it. Create environments that make it easy for them to talk about it.

→ Creating mechanisms that make fans want to recommend.

A Listen to and Focus on Fans' Words

Times change. Values also change with the times. That's why it's important to regularly hold fan meetings to increase dialogue with fans, understand fans' feelings (which change with the times), and work together to change and grow "value."

→ Prevent fan alienation and misalignment through regular fan meetings and updates.

Chapter 4: Three Upgrades to Strengthen Fan Support - Enthusiasm, Uniqueness, Support

As FanBase measures, it's important to properly implement "empathy, attachment, trust" measures first, but to create the 4% of core fans with stronger support and further increase LTV, three upgrade measures of "enthusiasm," "uniqueness," and "support" are necessary. You don't need to do everything. Start small with one of them and continue - this will reveal the shape of core fans. Just take one step forward. Start within the scope you can handle. I want to recommend that.

→ Start FanBase measures small and continue them.

Generally, maniacs and otaku strongly prioritize personal hobbies and preferences, pursuing them. If you think the core fans you should engage with in FanBase are centered on such people, you'll make the wrong response. The core fans that should become the foundation and support base should not be "self-centered obsessive people" but "obsessive people who understand the company's circumstances and direction." Be conscious of mainly engaging with people who truly care about the company.

→ Otaku should not be the target for core fans.

That’s all from the Gemba about wanting to build a FanBase.