Celebrity Management

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This research focus on determining what people associate celebrities with. Such a research findings is important for brand managers as well as talent and celebrity managers to make a proper fit between brands and brand ambassadors

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Celebrity Management

  1. 1. MANAGING CELEBRITIESTHROUGH SOCIAL MEDIA © InRev Systems 2011
  2. 2. SONAM KAPOOR - THE FASHION ICON © InRev Systems 2011
  3. 3. NARGIS FAKHRI HAS THE WOW FACTOR © InRev Systems 2011
  4. 4. GENELIA D’SOUZA – THE BETTER ACTOR © InRev Systems 2011
  5. 5. This research was carried out using Simplify360 • Simplify360 is a web based social media engagement and analytics platform that offers a one stop solution to the social media needs of a business and lets you engage with your customers and interpret your social presence • Simplify360 provides an easy to use platform for tracking and listening to • Simplify360 lets you what people are talking about your brand analyse the social media in social communities presence of your brand by giving you actionable • With Simplify360 you can not only listen insights to what your customers are talking about your brand but also engage with them! © InRev Systems 2011
  6. 6. People like to gossip a lot ….. … about anything, anywhere ….. … Social Media is not an exception – peoplegossips in social media which travels with a ripple effect toreach millions of people © InRev Systems 2011
  7. 7. By listening to people’s conversation, brand association ofcelebrities can be determined which can help companies toassociate a particular brand with a particular celebrity or vice versa © InRev Systems 2011
  8. 8. Tracking the 3 celebrities in Social Media Nargis Fakhri Sonam Kapoor Genelia D’Souza © InRev Systems 2011
  9. 9. 23% 10% Neutral Videos 2% Negative Positive Facebook 6% 67% Twitter 90%Total No of Conversation: 2761 News 2% Twitter Demographics 23% 3% 13-17 Male 28% 37% 18-25 Female 26-35 36-45 32% 77% © InRev Systems 2011
  10. 10. • Lots of critics about Nargis Fakhri’s poor acting skill • “Hot“ and “Beautiful“ are associated with her 596Top Cities in India from where tweets came from 260 88 62 Mumbai Bangalore © InRev Systems 2011 Delhi Others
  11. 11. Top News Channel in which Nargis Fakhri got featured Trending News Topic 8 times “ Nargis a replacement for Deepika and timesofindia.indiatimes.com Sonam? - Daily News & Analysis “ ibnlive.in.com 8 times “ The bold, naughty Bollywood heroine www.dnaindia.com 5 times comes of age - Pakistan Daily Times “ www.apunkachoice.com 5 times “ The bold, naughty Bollywood heroine www.newkerala.com 4 times comes of age - IBNLive.com “ “Van Heusen” “Rockstar” “Jaguar Land Rover” “Brazil” © InRev Systems 2011
  12. 12. 16% 4% Neutral Videos 4% Negative Positive Facebook 6% 80% Twitter 84%Total No of Conversation: 1403 News 6% Twitter Demographics 26% 2% 13-17 27% Male 41% 18-25 Female 26-35 30% 36-45 74% © InRev Systems 2011
  13. 13. • Sarcastic comment about Sonam Kapoor’s acting skill • Sonam Kapoor is the Paris Hilton of India 269 • Adjective use to describe her includes “sexiest women “ and “Bollywoods fashionista “Top Cities in India from where tweets came from 104 32 31 Mumbai Bangalore © InRev Systems 2011 Delhi Others
  14. 14. Top News Channel in which Sonam Kapoor got featured Trending News Topic www.hindustantimes.com 12 times “ Nargis a replacement for Deepika and Sonam? - Daily News & Analysis “ timesofindia.indiatimes.com 9 times “I want to wear a bikini, but... : Sonam www.deccanchronicle.com 6 times Kapoor “ www.dnaindia.com 5 times “Sonam to do a film down south - Mid- www.apunkachoice.com 5 times Day“ “Vogue” © InRev Systems 2011
  15. 15. 15% 5% Neutral Videos 7% Negative Positive Facebook 4% 80% Twitter 86%Total No of Conversation: 663 News 3% Twitter Demographics 23% 5% 13-17 Male 31% 36% 18-25 Female 26-35 36-45 28% 77% © InRev Systems 2011
  16. 16. 259 tweets about Genelia D’Souza-Riteish Deshmukh marriage in 2012 83 tweets about Genelia D’Souza banned from Telegu movies 101Top Cities in India from where tweets came from 34 11 6 Mumbai Hyderabad Delhi Others © InRev Systems 2011
  17. 17. Top News Channel in which Genelia D’Souza got featured Trending News Topic timesofindia.feedsportal.com 4 times “Riteish, Genelia to enter wedlock in 2012“ www.calcuttanews.net 3 times “ No bans issued against me: Genelia www.indiaglitz.com 2 times Dsouza “ www.newkerala.com 2 times © InRev Systems 2011
  18. 18. Fashion Icon Yes No Low Bad Good Acting SkillHigh Sex Appeal © InRev Systems 2011
  19. 19. Facebook Channel Analytics (13-20 Nov 2011)Facebook Brand Page comparison of Sonam Kapoor &Nargis Fakhri (we didn’t find Genelia D’Souza’sgenuine Facebook page) 27%Comparison based on activity in Facebook page 63% Fan Page Engagement Details Comparison Sonam Kapoor Nargis Fakhri Likes : 1539 Likes : 2443 Comments : 247 Comments : 506 Post : 80 Post : 300 Total : 1866 Total : 3249 © InRev Systems 2011
  20. 20. Facebook Channel Analytics The Likes and Comments per post for Sonam Kapoor is higher than Nargis Fakhri, however itmust be understood that Sonam Kapoor has 689,274 Fans while Nargis Fakhri has 24,593 Fans © InRev Systems 2011
  21. 21. Channel Statistics Comparison• Nargis Fakhri received more buzz in Twitter, Facebook and Blogs• Genelia D’Souza has the least prominence in Twitter, Facebook and Blogs © InRev Systems 2011
  22. 22. Channel Statistics Comparison • Sonam Kapoor does better than the other two in Video and News channels • Genelia D’Souza has the least prominence in Video, News and Discussion Forums © InRev Systems 2011
  23. 23. Start Using Simplify360 Today Or Send a Mail to -For Details, Visit - david@in-rev.comhttp://simplify360.com/http://simplify360.com/blog/ VP - Sales, InRev Systems http://www.facebook.com/simplify360 @simplify360 © InRev Systems 2011

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