- Overview
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The book introduces ways to create a solid fandom that can succeed in the digital age.
- Book Intro
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You will fall behind if you do not establish a solid fandom.
The person who creates a fandom dominates the market! At a time when people cannot trust social marketing due to the controversial “hidden” advertisements on social media, this book presents a new alternative for digital marketing. Just as the fan club ARMY turned BTS into a global number one band, if you can secure a fandom for your brand, your business will succeed, with fans helping your company go viral and attract customers. By understanding the 5-stage Snowball Fandoming Circle (SFC) introduced in this book, companies and individuals can establish a fandom and create a business that stands firm in the face of a crisis.
The 5-stage model personally designed by the writer is called the Snowball Fandoming Circle. This model provides insights for each stage that anyone in business should consider. The writer guides readers through details based on his experiences and recent success stories in domestic and overseas companies, such as whether readers understand the games that customers enjoy, such as the “surplus code” and “itsseo-bility (ability to seem worthy),” and whether they know how to increase their sales through social media without a social media account.
List of Contents
Prologue: Why Can’t Your Brand Create a Fandom?
Chapter 1: It’s Time to Get Off the Merry-Go-Round: Mistakes that Led to the Post-Social Media Age
Chapter 2: Creating a Stage to Really “Play”: New Ways to Approach Customers
Chapter 3: How Can You Turn Them into Fans? The Start of a Brand Fandom
Digital Crowd Culture 1: Surplus Code, the Common Code of Play
Digital Crowd Culture 2: Itsseo-bility (ability to seem worthy), the Standard of Envy
Digital Crowd Culture 3: Instawash, Voluntary Authentication
Digital Crowd Culture 4: Maniac Code, Encouraging Participation
Chapter 4: Get on the Snowball Fandoming Circle: The 5-Stage Process to Establish a Fandom
Chapter 5: For Constant Evolution: Creating a Fandom Culture
- About the Author
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Park Chanwoo
Park Chanwoo is the CEO of a consulting company that plans and executes the social and digital communications of its client companies. Park was a consultant on digital marketing for corporations such as GM Korea, Microsoft Korea, Sony Korea, the Korea Ginseng Corporation, Samsung Fire & Marine Insurance, Hyundai Capital, Mirae Asset Life Insurance, Shinsegae Department Store, Bullsone, YBM, Prudential, Gmarket, and Cowon, and he was a marketing advisor for the Ministry of Unification, Statistics Korea, the Korea Meteorological Administration and the Seoul metropolitan government. He works as an on-site specialist, creating outcomes in social media marketing, and as a lecturer teaching brand solutions based on his extensive experience and innovative theories.
