Fandom history and engagement patterns (Francesco D'Orazio, Face)

Hello. Let’s start with a murder francesco d’orazio - @abc3d

1893 : Sir Arthur Conan Doyle decided to kill Sherlock Holmes just ten years after its birth...

...an army of mourning fans wearing black armbands took to the streets of London to show him how disappointed they were. ...but they didn’t stop there. They started writing Sherlock Holmes adventures themselves, giving birth to the first co-created product: fan-fiction.

1968 : NBC plans to axe 'Star Trek’

2010 : BBC to axe ’6Music’

...a shortened version of the word fanatic , and the word did first become popular in reference to an enthusiastic follower of a baseball team. Merriam-Webster Fanatic itself, introduced into English around 1550, means "marked by excessive enthusiasm and often intense uncritical devotion " It comes from the Modern Latin fanaticus, meaning "insanely but divinely inspired " and inspiration leads to creation...

the 5 engagement patterns in fandom from Engagement 1.0 - Ivan Askwith - sxsw 2009 http://www.slideshare.net/ivanaskwith/engagement-10-understanding-fan-interaction-1158313

identification fandom is a quick way for fans to express things about themselves and their identity.

mastery passionate fans know everything about your brand and your products so they are a natural vehicle for delivering the full meaning and symbolic universe behind your brand.

production they like to have a say in the building of the brand and like to create their own version of it

participation they want to be part of the brand narrative

appropriation once your product is out into the world, you don’t really own it anymore. Remix and alterations are key to appropriation and endorsement, so make sure your brand is flexible enough to support it.

engaging fan bases is not about feeding passive lunies, but about giving them the motivation and the tools to do stuff with your brand

how can we implement these 5 engagement patterns in the marketing space?

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Fandom history and engagement patterns (Francesco D'Orazio, Face)

by The Co-Creation Hub (London) on Jul 12, 2010

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