Monique Trottier
Web: SoMisguided.com Twitter: @somisguided
How the Internet Revolution Affected Fan
Participation in the ...
1990s: Email
In the early 90s we get email, which is still a
highly effective communication tool. It’s the
mechanism used ...
1995: Real Audio
In 1995, we get Real Audio. This is the
technology that allows us to stream audio and
create internet rad...
1995 & 1998: Search
In 1995 we get Yahoo! and in 1998 Google. Suddenly we have
incredibly powerful search engines that all...
Search indexes become our
Time TURNers.
So the online stage is set for 1997 when Harry
Potter and the Philosopher’s Stone ...
$$$ 1998: Ecommerce
By 1998 ecommerce has truly hit the world wide
web. Amazon.com is raking in real money. And it
means t...
1999: MP3s
In 1999, MP3s take off and Napster launches.
Suddenly we have a file format that’s great for
music and a peer-t...
<html> 1999: Blogging
1999 is also the year of MySpace.com and
LiveJournal: 2 sites that play a huge role in
terms of virt...
1999: Fan Sites
1999 also sees the birth of MuggleNet.com. 12-
year-old Emerson Spartz gives us what’s to
become one of th...
What does it all mean?
We have the community, the content, the
collaboration and the creativity for fans to
start moving e...
1999-2000
With the publication of Harry Potter and the Chamber
of Secrets we get Jo’s first online chat and we learn to
pr...
The first 3 years of Harry Potter have laid a
solid technical foundation:
Monique Trottier
Web: SoMisguided.com Twitter: @...
Then there’s 3 long years
before another book.
In the 3 year wait, fans take those tools and
generate an incredible amount...
continued...
3. We have the Harry Potter Aggregated
Network, the Floo Network, FictionAlley. There
are tons of fan sites.
...
What does the 1st film
mean?
For the first time fans see the world that they’ve
been imagining. Which means that there is ...
#1 2003: iTunes
#1. Apple launches iTunes. Which soon
becomes the easiest way to buy and search for
music. Soundtracks…
Th...
#2 2003: Nimbus
The second thing that happened in 2003 is
Nimbus — The first fan-organized, large-scale
conference all abo...
2004: JKRowling.com
2004: That explosion of voices means that
someone needs to step up as the Official Source.
JK Rowling ...
2005: YouTube
2005. YouTube.com launches. We finally have
audio and video in a way that is easy to share.
With YouTube in ...
2005: Podcasting
AND, we get the first Harry Potter Podcasts:
MuggleCast and the first PotterCast.
And at that height of P...
2006: Facebook
2006: We get Facebook.
All of this is a huge lead up to 2007...
Monique Trottier
Web: SoMisguided.com Twitt...
July 11, 2007
July 11, 2007: We had the release of the movie
(Order of the Phoenix) and 10 days later on July
21 the publi...
The Perfect Storm Story
It’s the "perfect storm." The height of
Pottermania: the goodbyes to the series, the tell-
all int...
What am I saying?
Harry Potter wouldn’t have happened the way it
happened without the web.
For marketers, this means you h...
Saga con’t: 2008-2010
2008: Jo publishes Tales of Beedle the Bard. Auctions handwritten
edition for £1.95 million ($3.98 m...
What’s the Key?
Teaser and perpetual marketing, one tactic fuels the next
Release information in bits (hooks), leave fans ...
Monique Trottier
Monique Trottier is president of Boxcar Marketing,
an internet marketing company. Former internet
marketi...
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Harry potter and the internet revolution

  1. 1. Monique Trottier Web: SoMisguided.com Twitter: @somisguided How the Internet Revolution Affected Fan Participation in the Series
  2. 2. 1990s: Email In the early 90s we get email, which is still a highly effective communication tool. It’s the mechanism used by publishers to send scoops to the fan sites. These messages can be forwarded or copied and pasted online. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  3. 3. 1995: Real Audio In 1995, we get Real Audio. This is the technology that allows us to stream audio and create internet radio. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  4. 4. 1995 & 1998: Search In 1995 we get Yahoo! and in 1998 Google. Suddenly we have incredibly powerful search engines that allow us to not just surf the web but to actually search for the things we want to see. These search engines also thrive on links. The cross-linking between fan sites establishes the reputation of certain sites and helps identify who’s who in the online fan community. Search engines also are the #1 tool that amplify and make persistent our online conversation. Now there is a way to see who’s talking about what, how many sites are talking about one thing, and that information is indexed and archived in the search engines. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  5. 5. Search indexes become our Time TURNers. So the online stage is set for 1997 when Harry Potter and the Philosopher’s Stone is published in the UK. What follows is a $100,000 advance from Scholastic to publish the book in the US. The online media pick up on this story along with the Cinderella story of Jo as a single mom writing in cafes. And we get the early fan sites, we get the first US book tour, we get onto the NYTimes bestseller list and stay there. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  6. 6. $$$ 1998: Ecommerce By 1998 ecommerce has truly hit the world wide web. Amazon.com is raking in real money. And it means that North Americas will soon be able to buy UK editions online. eBay launches which soon becomes the auction site for signed first editions and other Harry Potter memorabilia. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  7. 7. 1999: MP3s In 1999, MP3s take off and Napster launches. Suddenly we have a file format that’s great for music and a peer-to-peer file sharing network that allows us to really easily pass files around. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  8. 8. <html> 1999: Blogging 1999 is also the year of MySpace.com and LiveJournal: 2 sites that play a huge role in terms of virtual communities and giving fans really easy ways to create communities and to stay in touch. It’s becoming easier and easier to make a website. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  9. 9. 1999: Fan Sites 1999 also sees the birth of MuggleNet.com. 12- year-old Emerson Spartz gives us what’s to become one of the premier fan sites. These early days eventually lead to his in-person meeting with JK Rowling and the launch 6 years later of Mugglecast. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  10. 10. What does it all mean? We have the community, the content, the collaboration and the creativity for fans to start moving en masse as a fan community. The press call it POTTERmania. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  11. 11. 1999-2000 With the publication of Harry Potter and the Chamber of Secrets we get Jo’s first online chat and we learn to pronounce Hermione. 2000 is the year of high-speed internet. Broadband adoption in North America is high. We have faster connections. Faster ways to keep in touch. Jo’s North American tour is record breaking. We gather 20,000 fans in the Toronto Skydome and break the Guiness World Record for the largest public reading by an author. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  12. 12. The first 3 years of Harry Potter have laid a solid technical foundation: Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  13. 13. Then there’s 3 long years before another book. In the 3 year wait, fans take those tools and generate an incredible amount of fan content. 1. The Leaky Cauldron comes on the scene. 2. Wikipedia launches and we start thinking about creating databases on information—the Harry Potter Lexicon (2000). Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  14. 14. continued... 3. We have the Harry Potter Aggregated Network, the Floo Network, FictionAlley. There are tons of fan sites. 4. The books are translated into 40 different languages. 5. We get 2 school books for Red Nose Day. 6. And the first movie comes out November 16, 2001. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  15. 15. What does the 1st film mean? For the first time fans see the world that they’ve been imagining. Which means that there is no dearth of things to talk about. Fans start blogging, joining fan sites, and in 2003, 2 exciting things happen. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  16. 16. #1 2003: iTunes #1. Apple launches iTunes. Which soon becomes the easiest way to buy and search for music. Soundtracks… Then in June 2005, iTunes introduces built-in support for podcasting, and users can subscribe to podcasts for free. Anyone can submit their podcast. Consumers become Creators. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  17. 17. #2 2003: Nimbus The second thing that happened in 2003 is Nimbus — The first fan-organized, large-scale conference all about Harry Potter. As a fan community, they are large enough to need a conference. The online space has created the need for a physical space to share ideas, news and gossip. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  18. 18. 2004: JKRowling.com 2004: That explosion of voices means that someone needs to step up as the Official Source. JK Rowling and her publishers take up the call to action. JKRowling.com is re-designed and becomes THE source for Harry Potter announcements. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  19. 19. 2005: YouTube 2005. YouTube.com launches. We finally have audio and video in a way that is easy to share. With YouTube in particular, there’s a built-in piece of technology that let’s us grab a piece of code and embed it on any site. This means fans can grab stills and clips from the movies can create their own mashups, movie trailers, music videos. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  20. 20. 2005: Podcasting AND, we get the first Harry Potter Podcasts: MuggleCast and the first PotterCast. And at that height of PotterMania, there are over 200 weekly podcasts created by fans. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  21. 21. 2006: Facebook 2006: We get Facebook. All of this is a huge lead up to 2007... Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  22. 22. July 11, 2007 July 11, 2007: We had the release of the movie (Order of the Phoenix) and 10 days later on July 21 the publication of the final book. So we have a movie, the final book and the 10-year anniversary of the publication of the first book. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  23. 23. The Perfect Storm Story It’s the "perfect storm." The height of Pottermania: the goodbyes to the series, the tell- all interviews with author J.K. Rowling, the fan reviews … the harsh articles talking about the Harry Potter buzz machine. But you can see from our Short History of the Internet that it was less about marketing and more about timing. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  24. 24. What am I saying? Harry Potter wouldn’t have happened the way it happened without the web. For marketers, this means you have to understand • that blogging is the new press release • twitter is the new story scoop • Facebook is the new cocktail party Regardless of the tools, online marketing is still about building relationships. Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  25. 25. Saga con’t: 2008-2010 2008: Jo publishes Tales of Beedle the Bard. Auctions handwritten edition for £1.95 million ($3.98 m). Bought by amazon.com 2008:Robert Pattinson (plays Cedric in 2 HP films) finds vampire fame as the star of Twilight. 2008: Book 4 in Twilight series sold 1.3m on first day July 2009: HP Half-Blood Prince film sets midnight record,$22.2 m. 2009: Universal announces the Harry Potter theme park to 7 key people and within 24 hours, 350 million had heard the news Harry Potter and the Deathly Hallows (Part 1) on its way to hitting $1 billion worldwide in box office sales Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  26. 26. What’s the Key? Teaser and perpetual marketing, one tactic fuels the next Release information in bits (hooks), leave fans wanting more All brand touch points communicate a consistent brand message, image and promise (no overextensions, i.e. HP Happy Meals, less merch) Let consumers take control, in particular on the social web Guide the conversation, don’t dictate it Allow for an emotional involvement, which leads to relationships and word of mouth Monique Trottier Web: SoMisguided.com Twitter: @somisguided
  27. 27. Monique Trottier Monique Trottier is president of Boxcar Marketing, an internet marketing company. Former internet marketing manager of Raincoast Books, she spearheaded major online marketing campaigns, including promotion of Harry Potter and the creation of the first Canadian-publisher podcast and blog. Twitter http://twitter.com/somisguided Boxcar Marketing http://boxcarmarketing.com/ So Misguided Blog http://SoMisguided.com
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