Celebrities & Twitter: Human Branding in the World of Social MediaPresentation Transcript
Celebrities & twitter Human Branding in the World of Social Media By Meghan Ward
Basics of Twitter Created in 2006 by Jack Dorsey Started as an internal services for podcasting company Odeo Microblogging tool Asks question “What are you doing” Post and read messages called “Tweets” Posts can be up to 140 characters 65 million tweets are posted daily
What is in a Tweet?
Why do celebrities use Social Media? To further engage their fans in their life They are their own brand, so they must market themselves Our fascination with celebrities is now fed by knowing what they are thinking, where they are going, and even what they are eating The mystery is gone, but the market for celebrities is bigger than ever. (Think reality TV stars!)
Why Twitter? According to the NYTimes “(Twitter) promises a level of intimacy never before approached online, as well as giving the public the ability to speak directly to people and institutions once comfortably on a pedestal.” “Facebook is like ‘Cheers,’ where everyone knows your name. Twitter is the hipster bar where you booze and schmooze people.”
Why Twitter Twitter is arguable the simplest social networking tool Less personalized than Facebook Bridges the gap between celebrities and fans without providing too much of a glimpse behind the curtain (unless the celebrity wants to do so) Fans feel they know these celebrities
Celebrity Twitter Websites? http://www.youtube.com/watch?v=9pJapJ2l6HQ http://celebtweeting.com/ Twitter Tracker gone after Conan vs. NBC http://www.celebritytweet.com/ http://tweetmuseum.com/
Who is on Twitter? Everyone from the Dalai Lama to Miley Cyrus Oprah helped Twitter gain 6 million extra followers in one month just by signing up Top celebrities on Twitter include: Britney Spears, Ashton Kutcher, Ellen Degeneres, Lady Gaga, and Barack Obama
Is it Genuine? Ghost-Twitterers often write for celebrities Example: 50 Cent “He doesn’t actually use Twitter, but the energy of it is all him.” Politicians Barack Obama and Ron Paul have teams of people who run their Twitters Britney Spears recently advertised for help with her Twitter
Are Ghost-Twitterers Okay? “It’s O.K. to tweet for a brand, but not O.K. for a celebrity. But the truth is, they are a brand. What they are to the public is not always what they are behind the curtain. If the manager knows that better than the star, then they should do it.” (NYTimes)
When Ghost-Twitterers Are Okay SOMETIMES makes sense for celebrities that are promoting a specific brand For politicians it is an informative and organizational tool rather than a glimpse behind the curtain Could save a celebrity from a Sarah Palin “refudiate” moment
A Look At Popular Celebrity Twitter Accounts How is this person marketing himself/herself? Are they providing a glimpse into their life? Are the Tweets personalized? Does it seem strictly business or is there play? How many followers do they have?
We know this is a ghost writer She is clearly made a brand and it is marketed Repeatedly uses “Ya’ll” Promotes her fragrance, songs, a magazine she is in, etc. Signs all of her Tweets “-Brit” Mostly business but disguised as play Provides slight glimpse at her life with Tweets like: Watching @GleeOnFox. What are you guys up to tonight? –Britney Has 5,455,204 followers http://twitter.com/britneyspears
Her Tweets market her brand of promiscuity and individuality Ex: Gaga does Dallas. Calling all Dallas gays! Are their any inappropriate Western stores where I may find some unacceptable day wear? xMother She Tweets about her concerts, her fans, charities she believes in, etc. Only gives slight glimpse into her personal life Uses to promote herself (particularly her concert) and to express her opinions Has 5,234,193 followers http://twitter.com/ladygaga
The modern “Fireside Chats” Includes advice for Americans, a careful glimpse into the president’s life, updates on political situations, and statements of promise and “hope” As a presidential candidate, I pledged to bring the Iraq war to a responsible end. That's exactly what we're doing—as promised, on schedule. Used less as a marketing tool and more as an informative tool All Tweets remain strictly business (or strictly politics) Tweets are not very personal Has 4,708,476 followers http://twitter.com/BarackObama
Tweets promote her as a down-home, blue collar, USA chanting, extremist conservative, which is her brand image None of her tweets are glimpses into her life All Tweets express her political opinions. Ex: President w/no time to visit porous US/Mexican border to offer help to those risking life to secure us,butlotso' time to chat on The View? Attempts to remain strictly business, but has humor in her Tweets Tweets are not personalized but they appear to be written by her http://twitter.com/SarahPalinUSA
He is not clearly marketing himself, or even branding himself, he is just being himself Posts his thoughts, funny pictures, and what he is doing at the moment His strategy is working because it is extremely personalized; followers feel they know him I've seen cracked screens but this is another level. Still works! http://yfrog.com/mr9uuj Appears to be strictly play Has 5,365,811 followers http://twitter.com/aplusk
We are aware that this is a Ghost-Twitterer This is promoting him and the things he is attending, but a voice or a “brand” seems a bit lost It is strictly business, but seems like a bit of play RT @TonyYayo: Real soccer fans will know! Was chillin with Ronaldinho last night at the show in Rio!! http://twitpic.com/26ipe0 The only glimpse into his life we get is about the celebrity events he goes to, and that he is a registered bone marrow donator Has 2,831,602 followers http://twitter.com/50cent
In Conclusion… Celebrities no longer have to call People Magazine to get publicity Self branding has grown as celebrities market themselves via social media Twitter has exploded as celebrities have taken over The mystery is gone but the fascination will never die!
References News: http://topics.nytimes.com/top/news/business/companies/twitter/index.html?scp=2&sq=celebrities%20on%20twitter&st=cse http://www.nytimes.com/2009/03/27/technology/internet/27twitter.html http://www.nytimes.com/2009/04/18/technology/internet/18oprah.html?scp=1&sq=oprah%20on%20twitter&st=Search http://bits.blogs.nytimes.com/2009/02/23/twittering-celebrities-take-fans-backstage-in-their-lives/?scp=1&sq=twitter%20celebrities&st=Search Blogs: http://www.blogs.com/topten/top-10-celebrities-on-twitter/ http://www.thecelebrityblog.com/ http://www.celebritytweet.com/ http://www.celebtweets.com http://www.tweetmuseum.com Twitter: Previously mentioned! (Celebrity Twitter accounts) Literature Twitter Power 2.0- How to Dominate your Market One Tweet at a Time by Joel Comm 2010
A Little Something Extra… http://www.youtube.com/watch?v=KHAZt-Exuaw