Page 123 - Social Media Marketing

Curation drives creation. As noted in Chapter 1, curation—voting, rating, or
reviewing—is a great way to introduce an audience to actual content creation. For The
Department of Fannovation, the audience creates the ideas that power the central site
activities.

Collaboration occurs as fans work together to evolve the best ideas, creat-
ing new options around the experience of being a fan. Most important, Fannovation
wasn’t about a trivia contest or contrived “invent a flavor” contest: It was about pure,
simple fan interest, and the related role that Coke products play in enjoyment, includ-
ing the enjoyment of being a fan. Figure€4.6 shows a typical take-off on this campaign,
by fans. This is the kind of thing that brand managers live for, and it is exactly the kind
of thing that smart social applications like Coke’s Fannovation deliver.

101

■ ╇ U sing B rand O utposts and C ommunities

Figure€4.6╇â•F‰ annovation: Your Mascot Sucks