The Social Media PracticeSocial Celebrities13th February 2012Food and drink kindly supplied by Tangerine Dream            ...
Hello!Daisy Cresswell, Co-Founder & Strategic Directorat Liberty842@842Daisy@Liberty842#socialcelebs#SMWLDN               ...
Liberty842 is a hands-on practiceWe manage online communities for high profile celebritiesand brands including:• BBC Radio...
Clients          The Social Media Practice
PartnershipsPunching above our weight…Measuring value in a multichannel world                                          The...
What we do• The communities we look after scale from thousands to  millions• It is the next level of customer service• We ...
Celebrity – online profiles• Each celebrity is different – there is no fixed formula• Some have preferences to particular ...
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...
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 i...
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’• B...
Case study - Gok Wan• Helping to build an audience – started with what we/Mark  & Gok could cope with• Built up online pre...
GokWan.comEarly phase on gokwan.com – building up manageableinteractivity and engagement                                  ...
GokWan.comA fan gallery and Ask Gok area – increasing engagementwith the audience.                                        ...
GokWan.com             The Social Media Practice
Future?•   Fan activity and demand potentially huge•   Ability to have direct relationships•   How do you calculate the va...
Alan Carr: Chatty Man wins NTAAlan Carr: Chatty Man wins National Television Award** @chattyman and @AlanCarr Twitter feed...
Summary• Build the profile up slowly – get used to the medium• Move to different networks where appropriate, over time• Co...
ConclusionThere’s no shortcut to building a loyal, *real* audience…                                                  The S...
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Liberty842: Social Celebrities

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Social Media Week London presentation by Daisy Cresswell at Liberty842.

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Liberty842: Social Celebrities

  1. 1. The Social Media PracticeSocial Celebrities13th February 2012Food and drink kindly supplied by Tangerine Dream The Social Media Practice
  2. 2. Hello!Daisy Cresswell, Co-Founder & Strategic Directorat Liberty842@842Daisy@Liberty842#socialcelebs#SMWLDN The Social Media Practice
  3. 3. 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
  4. 4. Clients The Social Media Practice
  5. 5. PartnershipsPunching above our weight…Measuring value in a multichannel world The Social Media Practice
  6. 6. 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
  7. 7. 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
  8. 8. Authenticity The Social Media Practice
  9. 9. Authenticity The Social Media Practice
  10. 10. 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
  11. 11. Accountability• To the artist• To the fans The Social Media Practice
  12. 12. Integrity©Liberty842 Ltd 2012 The Social Media Practice
  13. 13. 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
  14. 14. Direct relationship©Liberty842 Ltd 2012 The Social Media Practice
  15. 15. 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
  16. 16. 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
  17. 17. GokWan.comEarly phase on gokwan.com – building up manageableinteractivity and engagement The Social Media Practice
  18. 18. GokWan.comA fan gallery and Ask Gok area – increasing engagementwith the audience. The Social Media Practice
  19. 19. GokWan.com The Social Media Practice
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. ConclusionThere’s no shortcut to building a loyal, *real* audience… The Social Media Practice

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