As a fanthropologist, Meredith Levine helps brands and media companies understand and create better strategies for building and sustaining fans and fandoms. Most recently, she worked with Theorist Media on their strategy team advising brand and channel clients. Prior to Theorist, Meredith worked at Troika (an entertainment marketing agency) on a foundational research study to help understand the universal pillars of the fan experience (no matter what someone is a fan of) and the differentiating markers that make communities and fan experiences distinct because of unique elements of their fandoms. She got her start working in the intersection of online video and fandom while at ZEFR and has her M.A. from UCLA in Fan Studies.
Here's where you'll find Meredith Levine (Fanthropologist - Random Machine)
July 12, 2019
A Field Guide to the Hidden Places Where Brands Get Critiqued and Reimagined
Reddit is the #8 most trafficked website in the world and one of the birthplaces for memes. It also is a robust video ecosystem - with more than a billion video views a month - yet few brands and professional storytellers dare to read threads, comprehend the depth of memes, or watch videos. Fanfiction and fanart are staples of fan expression, and yet brands and marketers struggle to find or understand the meaning-making happening with these creative processes. This session will explore online (and offline) spaces where fans congregate to talk about and create content around brands, stories, and creators - largely outside of the prying eyes of "The Powers That Be" namely: creators, brands, advertisers, media executives and other gatekeepers. How do you find AMAZING fan stories, understand what communities want from your products, and use social media to learn about your communities, rather than simply as places to measure the efficacy of reach?
Attendees will come away with the following insights around:
- Places where meaningful discussions are happening and how to navigate those platforms.
- Knowledge of who uses these platforms and why.
- How to conduct basic trend tracking from qualitative sources.
- Ethical engagement with fandoms.
- When to listen vs. when to engage.
- Understanding direct vs indirect critiques and reimaginings.
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