Over the past month, three different publishers have asked me questions pertaining to loyalty. How do we get loyal readers, how do we encourage loyal behavior, and how do we measure loyalty? It's a fascinating and important set of questions.
So, in this article, we are going to talk about loyalty. You will discover that the need for loyalty varies greatly from one brand or publication to another, and you will learn that loyalty is only part of the equation. For some it's absolutely critical, while for others it is not.
Most importantly, in the second half of this article, I will give you a number of examples of how different types of publication need to focus on either scale (no loyalty) or momentum (high-loyalty).
Before we start, I want to illustrate that there is a very simple way to determine how loyal your audience is. It requires no fancy measurements and it's pretty much spot on every time.
However, before I tell you what this is, I want to stress that you SHOULD NOT do this. I do not recommend this action in any way or form, because it will likely cause a tremendous amount of damage to your business.
Don't do this! Okay?
But, if you want to know exactly how loyal your audience is, what you do is tell them to convert again, from scratch.
For instance, imagine that you have a Facebook page with 100,000 likes. You would then create a new Facebook page and then tell your old fans to like that page instead. You also tell them that you are going to close your old page in two weeks' time.
This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)
Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.
Baekdal comes in three tiers:
Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.
Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.
In-depth media reports for editors-in-chief, executives, and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.
Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé