Celebrity marketing in social media Slide 1 Technology is our friend
Oct 30, 2014
Celebrity marketing in
social media
Slide 1
Technology is our friend
Chapter 1Chapter 1Chapter 1Chapter 1
Relation Relation Relation Relation betweenbetweenbetweenbetween celebritiescelebritiescelebritiescelebrities andandandand massmassmassmass mediamediamediamedia
Slide 2
CelebritiesCelebritiesCelebritiesCelebrities
Who are we talking about
›Wikipedia: a celebrity is a person who is famously
recognized in a society or culture […], someone who gets
media attention […] or is highly exposed in media by the
nature of his profession
Slide 3
Politics Hollywood Sports Business TV You name it
CelebritiesCelebritiesCelebritiesCelebrities
Who are we talking about
›Wikipedia: a celebrity is a person who is famously
recognized in a society or culture […], someone who gets
media attention […] or is highly exposed in media by the
nature of his profession
Slide 4
Politics Hollywood Sports Business TV You name it
MassMassMassMass mediamediamediamedia makesmakesmakesmakes a a a a celebritycelebritycelebritycelebrity
Mass media presence is the identifying feature and
main characteristic of a celebrity
›Web presence is not enough
›Who remembers Ken Lee today?
Slide 5
http://www.youtube.com/watch?v=_RgL2MKfWTo
MassMassMassMass mediamediamediamedia isisisis thethethethe mothermothermothermother ofofofof all all all all celebritiescelebritiescelebritiescelebrities
Regular presence in mass media makes celebrities
›By the nature of their profession
›By the nature of their activities
Slide 6
Mass media Audience
AudienceAudienceAudienceAudience attentionattentionattentionattention forforforfor celebritiescelebritiescelebritiescelebrities generatesgeneratesgeneratesgenerates capitalcapitalcapitalcapital
Two kinds
›Economic capital - money
›Symbolic capital – attention, awareness, image
Slide 7
Economic
capital
Symbolic
capital
SymbolicSymbolicSymbolicSymbolic capitalcapitalcapitalcapital cancancancan bebebebe convertedconvertedconvertedconverted intointointointo economiceconomiceconomiceconomic
capitalcapitalcapitalcapital –––– positivelypositivelypositivelypositively andandandand negativelynegativelynegativelynegatively
Symbolic capital is like an interest on a celebrity‘s
business
›Positive symbolic capital increases value
›Negative symbolic capital decreases value
Negative press
Scandal ____ advertising
Slide 8
Scandal
„Liar image“
More media
presence than
any other CEO
„Guru image“
Mass media profits anyway
____
++++
advertising
contracts
attention on
new product
regardless of
its real value
Mass media profits anyway
CelebritiesCelebritiesCelebritiesCelebrities dependdependdependdepend on on on on massmassmassmass mediamediamediamedia
Celebrities need positive symbolic capital from mass media
›Positive means: building symbolic capital that can be
converted into economic capital
›Who would know Amy Winehouse for her music only?
Slide 9
++++behaviour of interest audience attention relevance as a musician
SummarySummarySummarySummary: : : : ddddissymmetricalissymmetricalissymmetricalissymmetrical mutual mutual mutual mutual dependencydependencydependencydependency
Mass media earns any way, celebrities need a positive publicity
Slide 10
Economic
capital
Symbolic
capital
Mutual dependence
One way dependence
Chapter 2Chapter 2Chapter 2Chapter 2
CurrenciesCurrenciesCurrenciesCurrencies ofofofof thethethethe celebritycelebritycelebritycelebrity marketmarketmarketmarket
Slide 11
CelebritiesCelebritiesCelebritiesCelebrities andandandand mediamediamediamedia areareareare mutuallymutuallymutuallymutually dependentdependentdependentdependent
But mass media has a greater leverage
›Earning from attention as such, no matter if positive or negative
›Ability to make anything a reality by interpreting situations,
images, rumors
Slide 12
Main Main Main Main currencycurrencycurrencycurrency forforforfor massmassmassmass mediamediamediamedia: : : : ExclusivityExclusivityExclusivityExclusivity
Celebrity news are not time critical as such, but for
converting them into money, they are
›Capitalizing on celebrities works best for the only media to have
the story (exclusive)
›Second best is the first to tell the story
Slide 13
Exclusive First
TruthTruthTruthTruth isisisis not not not not importantimportantimportantimportant
Mass media needs a basic legitimation to claim a news –
not proof
›An image of a celebrity going
to dinner with another
›A hotel receipt for one
celebrity while another one‘s
is missing
Slide 14
›A friend of a friend senses
„strange vibes“
›…
http://www.newsoftheworld.co.uk/news/4317/Earn-poundpoundpounds-by-selling-
your-story-its-easy-Just-click-below-for-all-you-need-to-know.html
MassMassMassMass media‘smedia‘smedia‘smedia‘s currencycurrencycurrencycurrency isisisis thethethethe definitiondefinitiondefinitiondefinition ofofofof realityrealityrealityreality
Reality is defined by economic value for mass media
Jennifer Aniston jogging Jennifer Aniston desperately trying to lose weight
to finally get „Mr. Right“ after break up with XYZ
Best economic
value
Slide 15
Jennifer Aniston preparing for a new role Low economic
value
Jennifer Aniston jogging
and we don‘t know for sure
if it‘s really her
no audience no economic value
The The The The celebritiescelebritiescelebritiescelebrities‘ ‘ ‘ ‘ currencycurrencycurrencycurrency isisisis theirtheirtheirtheir accessaccessaccessaccess totototo massmassmassmass mediamediamediamedia
In this game, celebrities can try to take influence on
the definition of reality by accessing other mass media
›Taking influence themselves on their own symbolic capital
That was not me –
I hate jogging. And
my weight is fine.
Slide 16
DirectDirectDirectDirect accessaccessaccessaccess allowsallowsallowsallows themthemthemthem totototo convertconvertconvertconvert symbolicsymbolicsymbolicsymbolic
capitalcapitalcapitalcapital directlydirectlydirectlydirectly intointointointo economiceconomiceconomiceconomic capitalcapitalcapitalcapital
Win-win between celebrities and mass media
›Celebrities sell stories to mass media
›Mass media gets „exclusivity“ and „first to market“
›Celebrity has direct impact on its own symbolic capital
›Both generate economic capital from it
Slide 17
The The The The mainmainmainmain currencycurrencycurrencycurrency forforforfor bothbothbothboth isisisis „„„„insiderinsiderinsiderinsider statusstatusstatusstatus““““
Mass media either pretends to have or buys insider status
›Celebrities can sell a view through the keyhole
›If the don‘t, mass media pretends to have it
„FAKE“ view through keyhole economic capital for media
Slide 18
Real view
through keyhole
If not exciting enough,
„spiced up“ in mutual consenteconomic capital for media
and celebrities
SummarySummarySummarySummary 1: 1: 1: 1: SymbolicSymbolicSymbolicSymbolic capitalcapitalcapitalcapital isisisis ofofofof economiceconomiceconomiceconomic valuevaluevaluevalue
Celebrities profit both in core business and in related businesses
from their symbolic capital accumulated via mass media
›Symbolic capital is turned into economic capital
both in core business (better/worse contracts)
and in related businesses (more/less advertising contracts,
more/less money for „private gigs“ etc.)
Slide 19
SummarySummarySummarySummary 2: „Insider 2: „Insider 2: „Insider 2: „Insider statusstatusstatusstatus“ “ “ “ isisisis thethethethe mediamediamediamedia productproductproductproduct
Building symbolic capital is based on „insights“
›Symbolic capital is built over mass media
›Symbolic capital is based on „insights“
›Either celebrities sell insider status to mass media
›Or mass media pretends to have insider status
Slide 20
====
Chapter 3Chapter 3Chapter 3Chapter 3
SocialSocialSocialSocial mediamediamediamedia changeschangeschangeschanges thethethethe gamegamegamegame
Slide 21
SocialSocialSocialSocial mediamediamediamedia shiftsshiftsshiftsshifts power power power power totototo celebritiescelebritiescelebritiescelebrities
Once you are a celebrity, mass media loses importance
›Celebrities can connect directly with audiences
›Celebrities get a bigger share in definig reality
›Celebrities have their symbolic capital more in their own hands
Slide 22
AudienceCelebrities
CelebritiesCelebritiesCelebritiesCelebrities embraceembraceembraceembrace socialsocialsocialsocial mediamediamediamedia ––––
andandandand thethethethe otherotherotherother waywaywayway roundroundroundround
13 months on Twitter. Imagine 2012.
February 2, 2009 March 13, 2010
Celeb Followers Growth Followers
Stephen Fry 98.616 +1.409%+1.409%+1.409%+1.409% 1.389.625
Britney Spears 53.290 +8.519%+8.519%+8.519%+8.519% 4.540.194
Lance Armstrong 53.813 +4.561%+4.561%+4.561%+4.561% 2.454.823
Shaquille O‘Neal 46.296 +6.174%+6.174%+6.174%+6.174% 2.858.444
Slide 23
Shaquille O‘Neal 46.296 +6.174%+6.174%+6.174%+6.174% 2.858.444
Al Gore 38.351 +5.509%+5.509%+5.509%+5.509% 2.112.912
Jimmy Fallon 27.163 +9.209%+9.209%+9.209%+9.209% 2.501.481
Demi Moore 11.655 +22.186%+22.186%+22.186%+22.186% 2.585.851
MC Hammer 34.042 +5.378%+5.378%+5.378%+5.378% 1.830.789
Schwarzenegger 11.147 +14.926%+14.926%+14.926%+14.926% 1.663.867
Twitter Year over year growth (Feb 2009/Feb 2010): 1.382% 1.382% 1.382% 1.382%
http://technology.timesonline.co.uk/
tol/news/tech_and_web/article5641
893.ece
http://mashable.com/2009/03/16/tw
itter-growth-rate-versus-facebook/
CelebrityCelebrityCelebrityCelebrity----friendlyfriendlyfriendlyfriendly designdesigndesigndesign
Besides full design control, Twitter offers the „verified“ sign
Slide 24
CelebritiesCelebritiesCelebritiesCelebrities on on on on FacebookFacebookFacebookFacebook
Celeb Fans March 2010 Celeb Fans March 2010
7.701.425
6.201.376
5.012.269
2.112.124
2.111.666
Slide 25
5.012.269
3.918.959
3.871.297
3.629.638
2.034.975
2.006.292
1.987.327
CelebritiesCelebritiesCelebritiesCelebrities on on on on FacebookFacebookFacebookFacebook
More possibilities to share content
Slide 26
CelebritiesCelebritiesCelebritiesCelebrities on on on on FacebookFacebookFacebookFacebook
Also fictional characters can have their presence that way
- and advertise
Slide 27
CelebritiesCelebritiesCelebritiesCelebrities on on on on FacebookFacebookFacebookFacebook
Celebrities offer „inside status“ to anyone
Slide 28
Chapter 4Chapter 4Chapter 4Chapter 4
HowHowHowHow celebritiescelebritiescelebritiescelebrities benefitbenefitbenefitbenefit fromfromfromfrom socialsocialsocialsocial mediamediamediamedia
Slide 29
WhyWhyWhyWhy shouldshouldshouldshould celebritiescelebritiescelebritiescelebrities givegivegivegive „„„„insideinsideinsideinside statusstatusstatusstatus“ “ “ “ awayawayawayaway
forforforfor freefreefreefree whenwhenwhenwhen theytheytheythey cancancancan sellsellsellsell itititit totototo massmassmassmass mediamediamediamedia????
Mass media has limited space
›Not every celebrity news would make it to mass media anyway
Slide 30
WhyWhyWhyWhy shouldshouldshouldshould celebritiescelebritiescelebritiescelebrities givegivegivegive „„„„insideinsideinsideinside statusstatusstatusstatus“ “ “ “ awayawayawayaway
forforforfor freefreefreefree whenwhenwhenwhen theytheytheythey cancancancan sellsellsellsell itititit totototo massmassmassmass mediamediamediamedia????
Celebrities can take influence on their symbolic capital
›Addressing their fans directly
›Offering info that can also be picked up by mass media
Slide 31
WhyWhyWhyWhy shouldshouldshouldshould celebritiescelebritiescelebritiescelebrities givegivegivegive „„„„insideinsideinsideinside statusstatusstatusstatus“ “ “ “ awayawayawayaway
forforforfor freefreefreefree whenwhenwhenwhen theytheytheythey cancancancan sellsellsellsell itititit totototo massmassmassmass mediamediamediamedia????
Celebrities can turn their symbolic capital into
business directly with their fans
Slide 32
CelebritiesCelebritiesCelebritiesCelebrities cancancancan addaddaddadd valuevaluevaluevalue totototo theirtheirtheirtheir advertisingadvertisingadvertisingadvertising
partnerspartnerspartnerspartners‘ ‘ ‘ ‘ activitiesactivitiesactivitiesactivities
Celebrities can prove their impact via social media and
can capitalize on that in their advertising contracts
Slide 33
CelebritiesCelebritiesCelebritiesCelebrities cancancancan eveneveneveneven makemakemakemake directdirectdirectdirect businessbusinessbusinessbusiness withwithwithwith fansfansfansfans
andandandand nononono otherotherotherother partypartypartyparty involvedinvolvedinvolvedinvolved in in in in thethethethe valuevaluevaluevalue chainchainchainchain
So why should they communicate „around the corner“?
Celebrity Business
out
Own business Effect on other
businesses
Value as advertising
Slide 34
Kobe Bryant Merchandising
Shops
KB 24.com
Merchandising shop
Value as advertising
testimonial and value of
contracts with teams rise
with popularity
Will Ferrell TV station
Funny or die
web broadcaster
Value as advertising
testimonial, private gigs, and
value of movie contracts rise
with popularity
SummarySummarySummarySummary: : : : CelebritiesCelebritiesCelebritiesCelebrities cancancancan do do do do easilyeasilyeasilyeasily withoutwithoutwithoutwithout massmassmassmass
mediamediamediamedia –––– onceonceonceonce theytheytheythey areareareare famousfamousfamousfamous enoughenoughenoughenough
The „inside status“ as the main product, the greatest value
generated out of being famous, goes to consumers for free
›Celebrities can connect directly with audiences
›Celebrities get a bigger share in definig reality
›Celebrities have their symbolic capital more in their own hands
Slide 35
›Celebrities can influence their image and advertise charities
›Celebrities can advertise their partners and sponsors
›CelebritiesCelebritiesCelebritiesCelebrities cancancancan increaseincreaseincreaseincrease theirtheirtheirtheir valuevaluevaluevalue in in in in theirtheirtheirtheir businessesbusinessesbusinessesbusinesses
›CelebritiesCelebritiesCelebritiesCelebrities cancancancan do do do do businessbusinessbusinessbusiness directlydirectlydirectlydirectly withwithwithwith theirtheirtheirtheir fansfansfansfans
Chapter 5Chapter 5Chapter 5Chapter 5
HowHowHowHow totototo do do do do itititit
Slide 36
Fans Fans Fans Fans wantwantwantwant thethethethe celebritycelebritycelebritycelebrity firstfirstfirstfirst, , , , businessbusinessbusinessbusiness secondsecondsecondsecond
Be personal and authentic
Slide 37
›„Private“ or „behind the scenes“ images prove to fans
to have the „insider status“
›„via Facebook mobile“ at least indicates that this was
not necessarily a post of a 9-to-5 PR guy
It‘sIt‘sIt‘sIt‘s in in in in thethethethe mixmixmixmix
Find the right mixture of personal, business and charity/image
Slide 38
LearnLearnLearnLearn fromfromfromfrom youryouryouryour fansfansfansfans
It is impossible to answer all private emails, messages and
comments, but having them analyzed and learning is crucial
Slide 39
EnrichEnrichEnrichEnrich youryouryouryour corecorecorecore businessbusinessbusinessbusiness
Be sure not to damage your core and traditional business but
identify the synergies and enrich it
Slide 40
BecomeBecomeBecomeBecome a a a a partpartpartpart ofofofof youryouryouryour fansfansfansfans‘ ‘ ‘ ‘ everydayeverydayeverydayeveryday lifelifelifelife
Frequent updates are as important for celebrities as
they are for brands
Slide 41
____++++
Last but not least: Last but not least: Last but not least: Last but not least: BeBeBeBe clearclearclearclear aboutaboutaboutabout youryouryouryour objectivesobjectivesobjectivesobjectives
What you can reach with a celebrity presence in social media
›Secure influence over your image, respond to rumors
or fake news
›Build your symbolic capital
›Increase your value in your core business
Slide 42
›Increase your value in related businesses
›Advertise your own products, partners, sponsors
›Build direct fan relations that may enable you to do
business directly, shut out others in the value chain
›Increase your charity efforts -> do something good
›Get revenge on journalists who did not treat you well
Slide 43
Slide 44
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Slide 45
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