celebrities in social media

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


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

====


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


More possibilities to share content

Slide 26


Also fictional characters can have their presence that way

- and advertise

Slide 27


Celebrities offer „inside status“ to anyone

Slide 28


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



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



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


testimonial and value of

contracts with teams rise

with popularity

Will Ferrell TV station

Funny or die

web broadcaster


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


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

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picturespicturespicturespictures fromfromfromfrom all all all all overoveroverover thethethethe web.web.web.web.

Slide 45

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[email protected]@[email protected]@papathanassiou.de,,,,

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