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the fan economy

February 17th, 2009 • posts i've written

View more presentations from Bud Caddell. (tags: fandom media)

I’ve been cobbling this presentation together for some time, even back when I was a Mad Man this was bouncing around this inside of my skull. Take a spin through and leave me any comments or concerns (either here or on Slideshare). If you enjoy it, please spread it. I’ll be expounding on this a bit in further posts coming to a blog near you.

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2 Responses (add your comment)

Matt Daniels February 18, 2009
at 8:58 pm

slides 1-10: interesting stuff–very Long Tail’esque. I think captive audiences still exist, just not consuming mass communication.

slides 11: when you say measurable, do you mean “large” or “can be measured”? If it’s the latter, I’m in the same boat of trying to quantify “human interaction.”

slides 12+: this seems very similar to, more or less, customer-focused strategy.
Bud Caddell February 18, 2009
at 9:06 pm

Hey Matt,

Couldn’t appreciate your attention more, thanks so much for taking the deck for a spin.

1) I mean can be measured — we should be focusing on (at least digitally) valuing and quantifying ‘expressions’ over impressions. I’m glad to hear you’re in my boat, we should talk.

2) This is absolutely customer-focused strategy. What I’m advocating for is a reduction in ‘influencer’ targeting, and a better understanding why your customers choose to express their fandom for your product/service. There is so much intelligence to be gleaned from that, along with the thought of interacting with an audience primed to talk about you with non fans. Human beings craft their identity around their fandom, it’s such a powerful element to harness if done correctly and authentically.

I certainly don’t cover enough in this deck (like the how), but it’s the rough DNA of a larger idea I’d like to see spread, and I’d like to expound on further.