Always Smart Simon Pulman on Pottermore: Initial Observations | Transmythology (excerpt)

Excerpt:

"Sustained Engagement – Making it Last

Pottermore does not face a challenge in attracting attention. It is virtually guaranteed to attract several million signups in its first few days. The biggest struggle will lie with avoiding the ultimate fate of most “official” fan communities. Because IP owners are used to working in release cycles and focusing on return on investment, official communities tend to be focused around major releases. They launch with fanfare and users migrate to check out the initial content… before gradually returning to the fan sites from whence they came, frustrated by lack of updates and more oppressive monitoring of what they can say and do.

In order to succeed as a community, Pottermore will have to be more like Facebook than the typical movie website. It needs to focus on nurturing a community in the long run, and it must maintain momentum after the initial hype and ebook sales have died down. Fans, within reason, should not feel restricted or censored. Moreover, it cannot let its competitive advantage – direct contact with Rowling – lapse. While Rowling should maintain a degree of distance and mystery, she must pop up now and again at unexpected times to keep the community energized. New story content needs to be released incrementally and, ideally, should be substantial.

Moreover, “Potter whisperers” – full time employees – need to be on hand 24/7 to stoke the fires, fuel discussion and drop tidbits. All of this needs to be done within the context of a safe, secure, nurturing environment. It’s a genuine challenge...."

via transmythology.com

Posted via email from Siobhan O'Flynn's 1001 Tales