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5 Secrets of a Celebrity #Twitter Chat

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5 Secrets of a Celebrity Twitter Chat by Tom Boland, SVP, Social@Ogilvy

5 Secrets of a Celebrity Twitter Chat by Tom Boland, SVP, Social@Ogilvy

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  • 1. 5 Secretsof aCelebrityTwitterChatTom Boland, SVP, Social@OgilvyMarch 2013
  • 2. Brands continue to look for new, interestingways to reach consumers. Television remainsa great medium for brands, but time-shiftingand multi-screening make in-show TVintegrations an increasingly attractive way toreach consumers. Brands want their agenciesto extend the reach of in-show integrations.Celebrity Twitter chats are a perfect solution,but since they are neither cheap nor easy,make sure you’re prepared before your thefirst tweet goes out.
  • 3. F i v e S e c r e t s o f a C e l e b r i t y T w i t t e r C h atRelevancy,Reach andHumorRelevancy,Reach andHumorRelevancy,Reach andHumor;-);-);-);-)Relevancy is important—partner with acelebrity who has a logical connection tothe show.Comedians, for example, canseamlessly develop tweets that arerelevant to the show, the product,other celebrities, and the generaltwittersphere. Strong content leadsto powerful engagement, and thatgenerates valuable impressions.Search for a celebrity with animpressive social footprint and at least1MM Twitter followers.
  • 4. F i v e S e c r e t s o f a C e l e b r i t y T w i t t e r C h atDevelop YourStrategyDevelop YourStrategyDevelop YourStrategy @@@@The celebrity and the brand should have an exactunderstanding of what is expected of each party. Breakthe tweets down into the following three groups:a) Live Tweets – Have the celebrity comment on theshow in real-time. These comments are designedto enhance the fans’ viewing experience. Focuscomments on the show’s content and express thecelebrity’s opinion in his or her own voice. Sendthese tweets as the drama unfolds and not duringthe commercials. The brand should retweet themost entertaining messages, to alert their followersof the exclusive content.b) Questions – Answer fan questions duringcommercials. That way, the flow of the show is notinterrupted. Plus, this gives the celebrity time toselect the most entertaining questions and developcreative responses. This approach makes fans feelappreciated and part of the action. The brand shouldencourage the celebrity to also ask questions toother relevant celebrities, furthering the reach of thecampaign.c) Advertiser Plugs – To avoid distracting consumersfrom the TV show, mix these messages before thestart of the show, during TV commercials, and afterthe show ends. The timing of these messages isimportant—brands should avoid distracting viewers.The goal should be to enhance the experience byproviding fans access to exclusive show content orspecial brand offers.
  • 5. F i v e S e c r e t s o f a C e l e b r i t y T w i t t e r C h at####Simple,RelevantHashtagsSimple,RelevantHashtagsSimple,RelevantHashtagsIntegrate an advertiser into a TVshow’s hashtag in an organic andnatural way.On NBC’s All-Star CelebrityApprentice, viewers of the showwould expect to use #Apprentice asthe official show hashtag. However,adjusting the hashtag to include thebrand being featured in each episodefeels natural to the viewers and helpsto further integrate the advertiser intothe second screen experience.This simple change seemed natural tofans, but allowed the brand to extendits reach, and measure the socialactivity associated with the hashtag.
  • 6. F i v e S e c r e t s o f a C e l e b r i t y T w i t t e r C h atFullDisclosuresFullDisclosuresFullDisclosures ****Let fans of the celebrity and the brandknow exactly what is going on.To avoid any confusion, the celebrityshould adhere to the latest WOMMASocial Media Disclosure Guide . Thepurpose of this disclosure is to makeit clear that celebrity is being paid asa sponsor. Before any live tweetingstarts, one of the following statementsshould be sent out by the celebrity totheir followers:• I received [product name] from[company name] to review.• I was paid by [company name] toreview [product name].• I received [product name] from[company name].Additionally, any tweets associated withthe partnership should have the #sponor #paid or #samp hashtag.The brand and any agency partnersshould review the latest WOMMAdocumentation,-to ensure thecampaign is following the latestdocumentation.
  • 7. F i v e S e c r e t s o f a C e l e b r i t y T w i t t e r C h atReal-TimeApprovalsReal-TimeApprovalsReal-TimeApprovals OK!OK!OK!OK!Make sure a senior client is inthe room.Social media moves fast, and it isimperative that a senior memberof the client brand team is there toreview and approve content instantly.In addition, prepare PR responsesin advance, explaining why thebrand decided to work with thecelebrity and TV show. These shortmessages should always thank theparticipant for the comment andfocus the attention on the excitementof the show, rather than a particularmoment or remark from the celebrityor even a character on the show.