Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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


Published on

What is fandom, where does it come from, what does it mean to be a fan? how fan have been engaging with the stuff they love? And what could marketing learn from the history of fandom?

  • Be the first to comment

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

  1. Hello. Let’s start with a murder francesco d’orazio - @abc3d
  2. 1893 : Sir Arthur Conan Doyle decided to kill Sherlock Holmes just ten years after its birth...
  3. 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.
  4. 1968 : NBC plans to axe 'Star Trek’
  5. 2010 : BBC to axe ’6Music’
  6. 2010 : BBC to axe ’6Music’
  7. ...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...
  8. the 5 engagement patterns in fandom from Engagement 1.0 - Ivan Askwith - sxsw 2009
  9. identification fandom is a quick way for fans to express things about themselves and their identity.
  10. 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.
  11. production they like to have a say in the building of the brand and like to create their own version of it
  12. participation they want to be part of the brand narrative
  13. 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.
  14. engaging fan bases is not about feeding passive lunies, but about giving them the motivation and the tools to do stuff with your brand
  15. how can we implement these 5 engagement patterns in the marketing space?