fan economy: from the hunger games to tesla
TRANSCRIPT
Fan Economy:From the Hunger Games to Tesla
Kevin YeungAssociate HeadHKU SPACE Executive Academy (SEA)Sep 2016
Know your FansEngage your Fans
Gains from your Fans
Know your fans
Who are they? Fans Persona
Gender: Age: Occupation: What does he/she buy?
When does he/she come?
How often does he/she buy?
His/her favorite?
His/her worries?
Other characteristics?
My Favorite Fans
Know your fans
What do they really want?
Hunger Games(2011)
Global Box Office: US$680M
Even the plot is based on a “best seller”, the film maker utilized a number of methods to mobilize the fans through various media. Let them explore different aspects of the film.
This poster denoted the launch of the campaign.
1 million “Fans” ID card in 8 months,
30 times (3.8M) Facebook fans growth
22M YouTube viewers
36M fictions sold
Know your fans
What do they really want?
- Involvement
Know your fans
What do they really want?
- Involvement- Self Expression
Know your fans
What do they really want?
- Involvement- Self Expression- Value Resonance
Know your fans
What do they really want?
- Involvement- Self Expression- Value Resonance
- Scarcity
Engage your Fans
Who to engage?HeavyLight
Potential SuperPurchase Advocate
Engage your Fans
Who to engage?Hardware – Rational Appeal
Engage your Fans
Who to engage?Hardware – Rational Appeal
Software/ Mind ware – Emotional Appeal
Gains from your Fans
Extended Platform
Gains from your Fans
Extended PlatformShare of Wealth
Creatrs Network300 tumblr Users + tumblr
Know your fansWho are they? Fans Persona
What do they really want?- Involvement
- Self Expression- Value Resonance
- Scarcity
Engage your Fans
Who to engage?Hardware – Rational Appeal
Software/ Mind ware – Emotional Appeal
Gains from your Fans
Extended PlatformShare of Wealth
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