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Liberty842: Social Celebrities

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Social Media Week London presentation by Daisy Cresswell at Liberty842.

Social Media Week London presentation by Daisy Cresswell at Liberty842.

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Liberty842:  Social Celebrities Liberty842: Social Celebrities Presentation Transcript

  • The Social Media PracticeSocial Celebrities13th February 2012Food and drink kindly supplied by Tangerine Dream The Social Media Practice
  • Hello!Daisy Cresswell, Co-Founder & Strategic Directorat Liberty842@842Daisy@Liberty842#socialcelebs#SMWLDN The Social Media Practice
  • Liberty842 is a hands-on practiceWe manage online communities for high profile celebritiesand brands including:• BBC Radio 4’s The Archers• Channel 4, Alan Carr: Chatty Man• Gok Wan• Michael McIntyre• Wayne Sleep The Social Media Practice
  • Clients The Social Media Practice
  • PartnershipsPunching above our weight…Measuring value in a multichannel world The Social Media Practice
  • What we do• The communities we look after scale from thousands to millions• It is the next level of customer service• We provide insight into the audience demographics for example, gender, location, behaviour, habits, sentiment and intent• This insight gives reason for action• We strive to take our clients to the next level of opportunity The Social Media Practice
  • Celebrity – online profiles• Each celebrity is different – there is no fixed formula• Some have preferences to particular platforms• Most are time poor• Technical ability varies greatly• Some are willing adopters, others are not! The Social Media Practice
  • Authenticity The Social Media Practice
  • Authenticity The Social Media Practice
  • What we do• Advise – opportunity & risk• Guide – set up, monitor, mentor• Manage – retained support for digital portfolios• Create and publish – content generation• Training – workshops for celebrities, staff & third parties The Social Media Practice
  • Accountability• To the artist• To the fans The Social Media Practice
  • Integrity©Liberty842 Ltd 2012 The Social Media Practice
  • A changing landscape• For the first time, celebrities can have a direct relationship with their fans• This relationship is in the public eye and is therefore open to scrutiny• Potential to be a direct sales channel• Potential for risk©Liberty842 Ltd 2012 The Social Media Practice
  • Direct relationship©Liberty842 Ltd 2012 The Social Media Practice
  • A changing landscape• Ability to bypass press and PR means ability to be heard outside the traditional ‘media machine’• Brands and celebrities can fall foul of bad advice or no advice• Better to open the doors slowly in order to understand the behaviour of the platform and those that frequent it The Social Media Practice
  • Case study - Gok Wan• Helping to build an audience – started with what we/Mark & Gok could cope with• Built up online presence over time - Blog & comments, Ask Gok, Gokettes’ Gallery – we moderate all content• Now have a Charity of the Month too – in keeping with brand• One channel helps promote the other The Social Media Practice
  • GokWan.comEarly phase on gokwan.com – building up manageableinteractivity and engagement The Social Media Practice
  • GokWan.comA fan gallery and Ask Gok area – increasing engagementwith the audience. The Social Media Practice
  • GokWan.com The Social Media Practice
  • Future?• Fan activity and demand potentially huge• Ability to have direct relationships• How do you calculate the value of these relationships?• How do you calculate ROI?• How will it affect the future deals when negotiating contracts? The Social Media Practice
  • Alan Carr: Chatty Man wins NTAAlan Carr: Chatty Man wins National Television Award** @chattyman and @AlanCarr Twitter feeds were acknowledged by Channel 4as being a major contributing factor to the show’s success at the NTAs The Social Media Practice
  • Summary• Build the profile up slowly – get used to the medium• Move to different networks where appropriate, over time• Consider if the networks are right for the brand / personality• Tone of voice is important, as is function• Time likely to be a factor, as is platform choice• Get the right support The Social Media Practice
  • ConclusionThere’s no shortcut to building a loyal, *real* audience… The Social Media Practice