the fan economy: becoming fan focused

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2009 the fan economy Bud Caddell Strategist, Undercurrent

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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.

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Page 1: The Fan Economy: Becoming Fan Focused

2009the fan economy

Bud Caddell Strategist, Undercurrent

Page 2: The Fan Economy: Becoming Fan Focused

nce upon a time, the internet was supposed to be the great homogenizer.

O

Page 3: The Fan Economy: Becoming Fan Focused

With common information, in common places, we were all supposed to become one mass audience – ripe for the picking.

Page 4: The Fan Economy: Becoming Fan Focused

This was not an original idea.

Page 5: The Fan Economy: Becoming Fan Focused

Fortunately, the world is far too complex for homogeneity.

Page 6: The Fan Economy: Becoming Fan Focused

The web has made constructing our identity through niche communities more visible, accessible, and rewarding.

Page 7: The Fan Economy: Becoming Fan Focused

And whatever we hunger, we can find others like us

offering the means to satiate that hunger.

Page 8: The Fan Economy: Becoming Fan Focused

Which means the days of the captive audience are gone.

Page 9: The Fan Economy: Becoming Fan Focused

Welcome to today.Welcome to standing for

nothing means standing alone.

Page 10: The Fan Economy: Becoming Fan Focused

Welcome to the recession.

Page 11: The Fan Economy: Becoming Fan Focused

Today, we must commit our budgets to have the greatest measurable impact on human interaction.

Page 12: The Fan Economy: Becoming Fan Focused

Which means we can’t waste our diminishing ad budgets on

another awareness play.

Page 13: The Fan Economy: Becoming Fan Focused

Fans are our new economy.

Page 14: The Fan Economy: Becoming Fan Focused

A dollar spent on fans is a dollar spent on retention, recruitment,

R&D and longevity.

Page 15: The Fan Economy: Becoming Fan Focused

Fans don’t just buy our products, they convince their friends to give us a try.

Page 16: The Fan Economy: Becoming Fan Focused

And because we all define our digital identity around our fandom, fans are now easier and more cost effective to find and engage online.

Page 17: The Fan Economy: Becoming Fan Focused

And engagement begins simply by listening.

Page 18: The Fan Economy: Becoming Fan Focused

Fans are practiced at voicing their opinions. Understanding their desires and their motivations is absolutely critical.

Page 19: The Fan Economy: Becoming Fan Focused

Make no mistake, 2009 will wipe the floor with unremarkable ideas.

Page 20: The Fan Economy: Becoming Fan Focused

Customers come and go, but fans fight for your survival.

Page 21: The Fan Economy: Becoming Fan Focused

2008 provided some fine examples for how we can engage with fans in 2009.

Page 22: The Fan Economy: Becoming Fan Focused

Pent-up fan demand for the McFly lead to lines around buildings and pairs going for $2,000 on eBay.

Page 23: The Fan Economy: Becoming Fan Focused

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.

Page 24: The Fan Economy: Becoming Fan Focused

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.

Page 25: The Fan Economy: Becoming Fan Focused

Mountain Dew created a game to let their fans engineer the next flavor from scratch. The candidate flavors flew off the shelves.

Page 26: The Fan Economy: Becoming Fan Focused

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.

Page 27: The Fan Economy: Becoming Fan Focused

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 iTunes.

Page 28: The Fan Economy: Becoming Fan Focused

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.

Page 29: The Fan Economy: Becoming Fan Focused

A bridge in his name, a hockey team’s mascot, humbling Kanye; Stephen Colbert deftly engages his fan community, the Colbert Nation.

Page 30: The Fan Economy: Becoming Fan Focused

H&M, Target, and others work with mega-names in fashion to make high design more accessible to hungry fan communities.

Page 31: The Fan Economy: Becoming Fan Focused

The ways to play with fans are many, but to become a fan focused organization you need 3 key ingredients.*

*Garnish as you please.

Page 32: The Fan Economy: Becoming Fan Focused

A Point of View

It’s time to stand for something; to

use your size and power for

the advocacy of an ideal.

Page 33: The Fan Economy: Becoming Fan Focused

A Belief in InfinityFandom defies conventions of time, space, and material. Relationships require more than a single campaign.

A Belief in Infinity

Fandom defies conventions of time, space, and material. Relationships require more than a single campaign.

Page 34: The Fan Economy: Becoming Fan Focused

Open Source Relationships

Fandom demands pliability, and cultural significance

requires exposing yourself to the mechanisms of culture (e.g. remixing).

Page 35: The Fan Economy: Becoming Fan Focused

In 2009, I challenge you to become fan focused.

Don’t spend a dime outside of fan communities. Not a red cent.

Page 36: The Fan Economy: Becoming Fan Focused

About MeMy 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 DeckAll sources, stories, and images can be found at http://bit.ly/fanfocusThe 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.