Celebrities in social media
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Celebrities in social media

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For an undisclosed prospect i am currently preparing a strategy on how to enter and utilize social media as a celebrity. As a by-product, some of the more general observations and findings are......

For an undisclosed prospect i am currently preparing a strategy on how to enter and utilize social media as a celebrity. As a by-product, some of the more general observations and findings are displayed in this presentation.

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  • 1. Celebrity marketing in social media Technology is our friend Slide 1
  • 2. Chapter 1 Relation between celebrities and mass media Slide 2
  • 3. Celebrities 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 Politics Hollywood Sports Business TV You name it Slide 3
  • 4. Celebrities 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 Politics Hollywood Sports Business TV You name it Slide 4
  • 5. Mass media makes a celebrity Mass media presence is the identifying feature and main characteristic of a celebrity ›Web presence is not enough ›Who remembers Ken Lee today? http://www.youtube.com/watch?v=_RgL2MKfWTo Slide 5
  • 6. Mass media is the mother of all celebrities Regular presence in mass media makes celebrities ›By the nature of their profession ›By the nature of their activities Mass media Audience Slide 6
  • 7. Audience attention for celebrities generates capital Two kinds ›Economic capital - money ›Symbolic capital – attention, awareness, image Economic Symbolic capital capital Slide 7
  • 8. Symbolic capital can be converted into economic capital – positively and negatively Symbolic capital is like an interest on a celebrity‘s business ›Positive symbolic capital increases value ›Negative symbolic capital decreases value Negative press Scandal „Liar image“ _ advertising contracts Mass media profits anyway More media attention on presence than any other CEO „Guru image“ + new product regardless of its real value Mass media profits anyway Slide 8
  • 9. Celebrities depend on mass media 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? + behaviour of interest audience attention relevance as a musician Slide 9
  • 10. Summary: Summary: dissymmetrical mutual dependency Mass media earns any way, celebrities need a positive publicity Mutual dependence One way dependence Economic Symbolic capital capital Slide 10
  • 11. Chapter 2 Currencies of the celebrity market Slide 11
  • 12. Celebrities and media are mutually dependent 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
  • 13. media: Main currency for mass media: Exclusivity 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 Exclusive First Slide 13
  • 14. Truth is not important 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 ›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 Slide 14
  • 15. Mass media‘s currency is the definition of reality Reality is defined by economic value for mass media Jennifer Aniston jogging Jennifer Aniston desperately trying to lose weight Best economic to finally get „Mr. Right“ after break up with XYZ value Jennifer Aniston preparing for a new role Low economic value Jennifer Aniston jogging and we don‘t know for sure no audience no economic value if it‘s really her Slide 15
  • 16. celebrities‘ The celebrities‘ currency is their access to mass media 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
  • 17. Direct access allows them to convert symbolic capital directly into economic capital 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
  • 18. status“ The main currency for both is „insider status“ 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 Real view If not exciting enough, economic capital for media through keyhole „spiced up“ in mutual consent and celebrities Slide 18
  • 19. Summary 1: Symbolic capital is of economic value 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
  • 20. status“ Summary 2: „Insider status“ is the media product 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
  • 21. Chapter 3 Social media changes the game Slide 21
  • 22. Social media shifts power to celebrities 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 Celebrities Audience Slide 22
  • 23. Celebrities embrace social media – and the other way round 13 months on Twitter. Imagine 2012. February 2, 2009 March 13, 2010 Celeb Followers Growth Followers Stephen Fry 98.616 +1.409% 1.389.625 Britney Spears 53.290 +8.519% 4.540.194 Lance Armstrong 53.813 +4.561% 2.454.823 Shaquille O‘Neal 46.296 +6.174% 2.858.444 Al Gore 38.351 +5.509% 2.112.912 Jimmy Fallon 27.163 +9.209% 2.501.481 Demi Moore 11.655 +22.186% 2.585.851 MC Hammer 34.042 +5.378% 1.830.789 Schwarzenegger 11.147 +14.926% 1.663.867 Twitter Year over year growth (Feb 2009/Feb 2010): 1.382% http://technology.timesonline.co.uk/ http://mashable.com/2009/03/16/tw tol/news/tech_and_web/article5641 itter-growth-rate-versus-facebook/ 893.ece Slide 23
  • 24. Celebrity- Celebrity-friendly design Besides full design control, Twitter offers the „verified“ sign Slide 24
  • 25. Celebrities on Facebook Celeb Fans March 2010 Celeb Fans March 2010 7.701.425 2.112.124 6.201.376 2.111.666 5.012.269 2.034.975 3.918.959 3.871.297 2.006.292 3.629.638 1.987.327 Slide 25
  • 26. Celebrities on Facebook More possibilities to share content Slide 26
  • 27. Celebrities on Facebook Also fictional characters can have their presence that way - and advertise Slide 27
  • 28. Celebrities on Facebook Celebrities offer „inside status“ to anyone Slide 28
  • 29. Chapter 4 How celebrities benefit from social media Slide 29
  • 30. status“ Why should celebrities give „inside status“ away for free when they can sell it to mass media? media? Mass media has limited space ›Not every celebrity news would make it to mass media anyway Slide 30
  • 31. status“ Why should celebrities give „inside status“ away for free when they can sell it to mass media? media? 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
  • 32. status“ Why should celebrities give „inside status“ away for free when they can sell it to mass media? media? Celebrities can turn their symbolic capital into business directly with their fans Slide 32
  • 33. Celebrities can add value to their advertising partners‘ partners‘ activities Celebrities can prove their impact via social media and can capitalize on that in their advertising contracts Slide 33
  • 34. Celebrities can even make direct business with fans and no other party involved in the value chain So why should they communicate „around the corner“? Celebrity Business Own business Effect on other out businesses Value as advertising testimonial and value of Kobe Bryant Merchandising KB 24.com contracts with teams rise Shops Merchandising shop with popularity Value as advertising testimonial, private gigs, and value of movie contracts rise Funny or die with popularity Will Ferrell TV station web broadcaster Slide 34
  • 35. Summary: Summary: Celebrities can do easily without mass media – once they are famous enough 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 ›Celebrities can influence their image and advertise charities ›Celebrities can advertise their partners and sponsors ›Celebrities can increase their value in their businesses ›Celebrities can do business directly with their fans Slide 35
  • 36. Chapter 5 How to do it Slide 36
  • 37. first, Fans want the celebrity first, business second Be personal and authentic ›„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 Slide 37
  • 38. It‘s in the mix Find the right mixture of personal, business and charity/image Slide 38
  • 39. Learn from your fans It is impossible to answer all private emails, messages and comments, but having them analyzed and learning is crucial Slide 39
  • 40. Enrich your core business Be sure not to damage your core and traditional business but identify the synergies and enrich it Slide 40
  • 41. fans‘ Become a part of your fans‘ everyday life Frequent updates are as important for celebrities as they are for brands _ + Slide 41
  • 42. Last but not least: Be clear about your objectives 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 ›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 42
  • 43. Slide 43
  • 44. Slide 44
  • 45. This presentation is impossible to show with royalty-free images. royalty- images. I took the liberty of integrating pictures from all over the web. If I used your picture and you want me to take it off, please email to evangelos@papathanassiou.de, evangelos@papathanassiou.de, I will do so immediately. Thank you. immediately. you. Slide 45