• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The Fan Economy: Becoming Fan Focused
 

The Fan Economy: Becoming Fan Focused

on

  • 27,608 views

Once upon a time, the internet was supposed to be a great homogenizer. With common information, in common places, we were all supposed to become one mass audience – ripe for the picking. Right.

Once upon a time, the internet was supposed to be a great homogenizer. With common information, in common places, we were all supposed to become one mass audience – ripe for the picking. Right.

Statistics

Views

Total Views
27,608
Views on SlideShare
24,749
Embed Views
2,859

Actions

Likes
118
Downloads
785
Comments
16

127 Embeds 2,859

http://concept2creation.blogspot.com 689
http://blog.ianlyons.com 311
http://www.lilmissjen.com 110
http://3yucezerey4.blogspot.com 103
http://maketheinternetabetterplace.com 101
http://whatconsumesme.com 101
http://faceless.be 98
http://aziz.typepad.com 77
http://blog.thoughtpick.com 72
http://budcaddell.com 66
http://bits.tijsvrolix.be 58
http://www.maxrover.co.za 57
http://griffinfarley.typepad.com 56
http://www.massenpublikum.de 55
http://www.imaginepub.com 49
http://concept2creation.blogspot.in 48
http://concept2creation.blogspot.co.uk 45
http://concept2creation.blogspot.com.au 44
http://blog.junta42.com 43
http://concept2creation.blogspot.ca 34
http://forum.foppolo.net 27
http://www.slideshare.net 27
http://vint.sogeti.nl 25
http://www.linkedin.com 23
http://hernaturehisnurture.com 22
http://dodb.wordpress.com 19
http://concept2creation.blogspot.de 18
http://www.danadol.ro 17
http://daniseuba.wordpress.com 17
http://innergreatness.blogspot.com 17
http://paper.li 17
http://www.wondergroup.com 15
http://www.yucezerey.com 15
http://www.retailmarketing101.com 15
http://www.erictabone.com 15
http://dodb.be 14
http://blog.iconandcompany.com 14
http://www.yaybia.com 14
http://youcantbuythat.com 13
https://www.linkedin.com 10
http://contentmarketinginstitute.com 10
http://translate.googleusercontent.com 10
http://concept2creation.blogspot.fr 10
http://www.weareevangelists.org 9
http://www.digitalmeme.fr 9
http://5hdumat.blogspot.com 9
http://inversioncultural.com 8
http://plannerliness.blogspot.com 8
http://concept2creation.blogspot.com.es 8
http://concept2creation.blogspot.sg 8
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

110 of 16 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • shandar hai...I am become your fan yaar.
    Are you sure you want to
    Your message goes here
    Processing…
  • Cool deck! Thanks for sharing.
    Are you sure you want to
    Your message goes here
    Processing…
  • Explained smoothly and neatly. I’m Ana Mui Stanley, working on my latest site on lyrics, www.lyrics-search.org/ . I enjoy reading the slide.
    Are you sure you want to
    Your message goes here
    Processing…
  • Excellent presentation, enjoyed it! Congrats for the presentation!

    http://www.riding-mower.org/

    http://www.riding-mower.org/la175-john-deere-lawn-tractor/
    Are you sure you want to
    Your message goes here
    Processing…
  • Simple presentation, but showing good example of accurate presentation.

    John.
    www.freeringtones.ws/
    Are you sure you want to
    Your message goes here
    Processing…

110 of 16 previous next

Post Comment
Edit your comment

    The Fan Economy: Becoming Fan Focused The Fan Economy: Becoming Fan Focused Presentation Transcript

    • 2009 the fan economy Bud Caddell Strategist, Undercurrent
    • Once upon a time, the internet was supposed to be the great homogenizer.
    • With common information, in common places, we were all supposed to become one mass audience – ripe for the picking.
    • This was not an original idea.
    • Fortunately, the world is far too complex for homogeneity.
    • The web has made constructing our identity through niche communities more visible, accessible, and rewarding.
    • And whatever we hunger, we can find others like us offering the means to satiate that hunger.
    • Which means the days of the captive audience are gone.
    • Welcome to today. Welcome to standing for nothing means standing alone.
    • Welcome to the recession.
    • Today, we must commit our budgets to have the greatest measurable impact on human interaction.
    • Which means we can’t waste our diminishing ad budgets on another awareness play.
    • Fans are our new economy.
    • A dollar spent on fans is a dollar spent on retention, recruitment, R&D and longevity.
    • Fans don’t just buy our products, they convince their friends to give us a try.
    • And because we all define our digital identity around our fandom, fans are now easier and more cost effective to find and engage online.
    • And engagement begins simply by listening.
    • Fans are practiced at voicing their opinions. Understanding their desires and their motivations is absolutely critical.
    • Make no mistake, 2009 will wipe the floor with unremarkable ideas.
    • Customers come and go, but fans fight for your survival.
    • 2008 provided some fine examples for how we can engage with fans in 2009.
    • Pent-up fan demand for the McFly lead to lines around buildings and pairs going for $2,000 on eBay.
    • Nevermind pay-as-you- like, it was the box-set that was the fan focused product, and Radiohead sold over 100,000 at $80 each.
    • Avril Lavigne puts as much content as she can on her YouTube channel. And it’s estimated she made a cool $2 million from her fan’s views.
    • Mountain Dew created a game to let their fans engineer the next flavor from scratch. The candidate flavors flew off the shelves.
    • Virgin America teamed up with HBO to offer the Entourage experience on flights from NYC to Las Vegas through a new ‘Entourage’ first class ticket.
    • Joss didn’t let a little thing like a writer’s strike stop him. Casual observers watched for free, but fans pushed the show and soundtrack to #1 on Tunes. i
    • Tune-in may have been down, but the advertising drama, Mad Men, had fans engaging fans, creating their own content and awareness for the show.
    • A bridge in his name, a hockey team’s mascot, humbling Kanye; Stephen Colbert deftly engages his fan community, the Colbert Nation.
    • H&M, Target, and others work with mega-names in fashion to make high design more accessible to hungry fan communities.
    • The ways to play with fans are many, but to become a fan focused organization you need 3 key ingredients.* *Garnish as you please.
    • It’s time to stand for something; to use your size and power for the advocacy of an ideal. A Point of View
    • A Belief in Infinity Fandom defies conventions of time, space, and material. Relationships require more than a single campaign.
    • Fandom demands pliability, and cultural significance requires exposing yourself to the mechanisms of culture (e.g. remixing). Open Source Relationships
    • In 2009, I challenge you to become fan focused. Don’t spend a dime outside of fan communities. Not a red cent.
    • About Me My name is Bud Caddell. I work as a Strategist at the New York based digital think-tank Undercurrent. Find me across the web at http://budcaddell.com About This Deck All sources, stories, and images can be found at http://bit.ly/fanfocus The illustrations used were stolen from the amazing artist Gerd Arntz., more info at http://bit.ly/gerdarntz I’d be honored if you stole anything from this deck.