Nbcu celebrity social

NBC UNIVERSAL
CELEBRITIES IN SOCIAL

The Inﬂuencer Spectrum

the the the the
FRIEND PROMOTER CURATOR CREATOR
[Real Person] [Celebrity]
SocialToaster 2012

Online • Daily life updates • New events • Aspirational content • Original content
Presence: • Personal interests • Recent features • Expert opinions/reviews
What do they
contribute?
• Shoutouts • Content releases

Consumer
Introduction to the
Desire: Immersive access Insider info Entertainment
What do people
new and noteworthy
want from them?
Justin Timberlake

Ashton Kutcher
Jennifer Lopez

James Franco
Celebrity Icon

HUMANIZE WITH PERSONAL NARRATIVE Jennifer Lopez TWITTER FOLLOWERS
14MM
FACEBOOK LIKES
18.8M
MAKING IT PERSONAL
In December, Lopez hosted a contest to
TALKING ABOUT
win the chance to meet her backstage HER 238K
in Puerto Rico to raise money for charity.
Using the same personal voice, calling
her fans “LOVE!RS” and calling on her
FORBES MOST
friends for help, Lopez galvanizes the INFLUENTIAL
community to act together.
SOCIAL CELEB
#1 in 2012 Forbes 2012

SOCIAL ENDORSEMENT
Kutcher, now a high proﬁle tech investor,
frequently uses his inﬂuence via social
media sites to endorse his investments
including a recent curated collection on
AN INSIDE LOOK Fab.com and plugs for Pickwick and
Weller, his newest fashion investment.
With her triple threat singer/songwriter, actress, pop
culture icon status, fans can’t get enough of J. Lo. On
the star’s Twitter page, she gives them exactly what
they want: extra content that gives them a constantly
updating feed into her life.
RALLY THEM TO ACTION

the KEY BEHAVIORS
INVITE THEM BEHIND THE CURTAIN OF YOUR LIFE
SUPPORT THEM IN A PERSONAL WAY
SHARE YOUR CULTURAL PASSIONS

INVITE THEM BEHIND THE CURTAIN OF YOUR LIFE Madonna’s MDNA FACEBOOK LIKES
10.8MM
IMMEDIACY AND
TALKING ABOUT HER
FAN EXCLUSIVITY 63K
For the March 2012 release of TOUR REVENUE
Madonna’s MDNA album, she turned to $296MM
social media for promotion. Rather than
promote through magazine covers and YEARLY ALBUM SALES
morning-show concerts, the artist gave 521K
just one in-person interview, broadcast
exclusively to her Facebook page. TWITTER FOLLOWERS
Following up the Facebook interview, Over 10K in a matter of
Madonna tweeted for one day only in a hours
live Twitter chat with fans.

EXTRA CONTENT,
INTERACTION AND INPUT
In preparation for her MDNA tour, Madonna
posted pictures of tour rehearsals as well as
some bumps and bruises along the way. She
also polled fans about which back-catalog
songs they’d like to hear while she’s on the
road. This not only served to validate fans’
affection towards the star, but also allowed for LIMITED EDITION ACCESS
increased word of mouth promotion of MDNA. Madonna’s MDNA Tour sold out instantly in
To give fans the opportunity to chat with her, the 88 venues and was dubbed as the highest-
icon joined Twitter for a single night to answer grossing tour of 2012 by Billboard Magazine.
questions about her new album, sending tens of MDNA reached #1 in over 30 countries and
thousands online ﬂocking to catch her. soon became certiﬁed Platinum.

SUPPORT THEM IN A PERSONAL WAY Justin Bieber Sick Visits FACEBOOK LIKES
51MM

GIVE GRACIOUSLY DURING TALKING ABOUT HIM
761K
A TIME OF NEED
TWITTER FOLLOWERS
As a celebrity, Justin Bieber makes it a 33MM
habit of visiting his most loyal sick fans. In
February of 2012, he met a 6 year old RETWEETS OF HIS
terminally ill girl named Avalanna,
surprising her and her family by ﬂying them
AVALANNA
to meet him at his New York concert. CONDOLENCES
129K

PROVIDE CONTINUOUS SUPPORT
Throughout her sickness, Justin would continue RALLY YOUR FANS TO
to post about her, talk to her and support her
family through their difﬁcult time. EXTEND THE GOODWILL
In September of that year when her parents
shared the sad news of her death, Bieber sent
touching tweets out about her, rallying his fans
globally to tweet their condolences.

SHARE YOUR CULTURAL PASSIONS Various Activations

AUTHENTICALLY EXTEND
YOUR PERSONALITY
In December, the New York Knicks announced that
comedian Tracy Morgan would be taking over their
Twitter account for one game. Known for his off-kilter,
slapstick humor fans were delighted with Tracy’s antics
from the sidelines and clubhouse.

PROVIDE CULTURAL
COMMENTARY FOR THINGS
THAT IMPASSION YOU
Many celebrities responded the the 2012 November
election, but it was Adam Levine’s humorous and
genuine quip that gained wide scale publicity and
BE PLAYFUL WITH CULTURALLY circulation, gaining him over 38.6K retweets.
RELEVANT STUNTS
In the summer of 2012 prior to heading to the London
Olympics, the US swim team put together a playful
version of the “Call Me Maybe” hit video. Amassing
close to 11MM views, fans and viewers alike welcomed
the humorous content as they followed the progress of
the awarded swim team at the games.

the MARKETING RULE
ENSURE AUTHENTIC
RELATIONSHIPS WITH
YOUR BRAND

IMMERSE THEM IN ME-GLORY SO THEY FEEL IN THE KNOW Justin Timberlake TWITTER FOLLOWERS
15.5MM

FACEBOOK LIKES
PERMISSION TO PROMOTE 18MM
Justin Timberlake has established
himself as a successful actor, TALKING ABOUT
businessman, and singer/songwriter - he
is able to speak about and promote a
HIM 280K
wide variety of events with credibility.
Fans still love him for his music. SINGLE VIEWS ON
YOUTUBE IN THE
FIRST DAY 123K

INJECTING New Single
‘Suit & Tie’
PROMOTION WITH debuted to #1
on iTunes
HUMANITY
In the debut recording of his ‘Suit
and Tie’ single onto social media
sites, Timberlake drops in a
personalized note to his fans as
validation for their continued
loyalty and following.
STAYING ON THE PULSE
Justin Timberlake uses his Twitter & Facebook
to constantly announce new events, movie
releases, and album debuts. Fans keeping up
with JT will undoubtedly feel more in the loop.

the KEY BEHAVIORS
FUEL YOUR PUBLIC CURRENCY
CIRCULATE FIRST AND EXCLUSIVE ACCESS

FUEL YOUR PUBLIC CURRENCY Hey Girl (Ryan Gosling) RETWEETS 1.3K
(Be opportunistic in a positive way)
FAVORITES 605
WEEKEND BOX OFFICE
$16.7M
LA Times 2013

USE FAN CHATTER TO
SPARK NEW ARDOR
To promote the January 2013 pushed back
launch of Gangster Squad, which was
projected to be a ﬂop, Warner Brothers
KNOW WHAT’S OUT THERE slipped in the “Hey Girl” meme of star actor
Gosling, playing off the existing heat
ABOUT YOU SO YOU KNOW generated by fans. Not only gaining the
HOW TO ACTIVATE IT attention of fans, the meme created a press
frenzy with top sites like Mashable raving
The “Hey Girl” meme is now so popular it about the single tweet.
has spawned a book deal and lists upon
DRAW FROM CULTURAL lists of ranked memes.

MOMENTUM
Originally launched in 2008, F**k Yeah Ryan
Gosling Tumblr created the “Hey Girl”
meme around Gosling’s ladykiller charm
that sparked a cultural frenzy. The meme
has gained such traction that the meme
and the man are now inextricably linked.

CIRCULATE FIRST AND EXCLUSIVE ACCESS Pepsi One Direction BILLBOARD DIGITAL
SONG LIST
#1
OPPORTUNISTICALLY USE TIMING Billboard 2012

Launching in October in the midst of the PEPSI CO.
MLB playoffs and World Series, NFL QUARTERLY
season and X Factor, Pepsi strategically
launched the One Direction and Drew DIVIDEND INCREASE
Brees studded spot to syphon fame from 4% Pepsi 2012
both the QB’s burgeoning season as well
as One Direction’s ﬁrst week song fame.
YOUTUBE VIEWS
981K video + 1.4M for
extra footage

USE SOCIAL MEDIA TO
UNLOCK EXTRAS
One Direction supported their new
single “Live While We’re Young” via
their Shazamable Pepsi commercial EXTEND THE INFLUENCE
with Drew Brees. The song made
history as the fastest selling single by Post the campaign, members of the band
a UK artist. Fans could Shazam the and Brees used their social media proﬁles to
TV or web version for exclusive tweet back and forth extending the fame.
content and a link to iTunes to buy the
song.

the MARKETING RULE
CLEVERLY COLLIDE
WITH CELEB’S
PUBLIC CURRENCY

ESTABLISH CULTURAL AUTHORITY AND PURVEY IT Ashton Kutcher TWITTER FOLLOWERS
13.5MM
FACEBOOK LIKES
13.9MM

TALKING ABOUT HIM
60K

MOST INFLUENTIAL
SOCIAL CELEB 34.2%
SocialToaster 2012

INFLUENCE BEGETTING INFLUENCE
1.9MM views in Kutcher expertly uses his celebrity status
3 months of
to promote his tech investments, helping
launch
to catapult them to success. In the same
7K subscribers
Forbes 2012
AUTHENTIC ENDORSEMENT vein, Kutcher’s tech expertise gives him
permission to introduce followers to new
Kutcher, now a high profile tech investor, content and platforms, fueling the
frequently uses his influence via social magnitude of his influence. When Kutcher
media sites to endorse his investments tweets about his companies, the brands’
including a recent curated collection on
A PURVEYOR OF CONTENT Fab.com and plugs for Pickwick and
market value increases an average of
$10.5K per tweet.
Weller, his newest fashion investment. Upstart Business Journal 2012
Kutcher has worked hard to establish
himself as facilitator and steward of cultural
commentary. This is demonstrated both via
his content and recommendation based
social media feeds as well as his
investment properties--The A+ List and
Thrash Lab--two online content platforms.

the KEY BEHAVIORS
UNLOCK ORIGINAL EXPERIENCES (limited access)
UNLOCK ORIGINAL EXPERIENCES (remixed/reinvented)
PROVIDE A PERSONAL POINT OF VIEW

UNLOCK ORIGINAL EXPERIENCES (LIMITED ACCESS) Nike+ FuelBand INFLUENCERS
INVOLVED
100
GET THEM IN ON AN INVITE USE SOCIAL MEDIA TO
ONLY EXPERIENCE LIFT THE VELVET ROPE CASEY NEISTAT
LAUNCH EVENT
To promote the release of its Prior to the influencer launch day, the
FuelBand, Nike invited 100 bloggers, FuelBand had gained a lot of press as the new YOUTUBE LIKES
fashionistas, reporters, and athletes ‘it’ tech toy. The exclusive and limited launch 248K
to NYC for a series of challenges and was hosted by Jimmy Fallon and contained
activities - both sporting and lifestyle - appearances by Lance Armstrong, Kevin TIME IT TOOK TO
to put the FuelBand to the test. Durant, and Carmelita Jeter. Fans and
overlookers alike burned to have a front row
SELL OUT OF PRE-
access which influencers like popular director/ SALE
producer Casey Neistat provided when he 8 minutes
documented and shared the experience in a
Youtube video, which amassed 248K views.

MAKE FANS A PART OF IT
The Nike FuelBand sold out in the first 8 minutes of pre-sale
Using curators to disseminate the happenings and its accompanying promotional video gained 8-million
of the day, followers felt informed and involved views in a week, a viral video record. The FuelBand remains
in all the happenings--validating their respect one of Nike’s best-selling products.
for their followed informer and making them by
default feel that they were in the know for
seeing it first.

UNLOCK ORIGINAL EXPERIENCES (REMIXED/REINVENTED) Tosh.0 TWITTER FOLLOWERS
7.5MM

HARNESS THE DYNAMISM AND FACEBOOK LIKES
REINVIGORATE VIEWED CONTENT 9MM
ENERGY OF THE SOCIAL SPACE For some popular online videos featuring songs, Tosh TALKING ABOUT HIM
Daniel Tosh, a popular stand-up comedian, started will interview the artist and then remix the song in
52K
Tosh.0 in 2009. During the show, Tosh dissects, typical Tosh comedic fashion - such as Samwell’s
recreates, and comments on popular online videos. ‘What What in the Butt’. Tosh’s recommendations
Though originally presented on his show, Tosh bring more popularity to interesting videos and gives TOP YOUTUBE VIEWS
fans a chance to experience them in a new light. 2.4MM
dynamically uses the same digital media he draws
from to repost his videos and spark conversation.

CONTROL THE CONVERSATION Originally only scheduled for one season of
ten episodes, Tosh.0 became the second-
Tosh posts all of his ‘Web’ clips on his blog, most-watched cable network show in its
which is then reposted to Facebook & Twitter. time slot among 18-34 year-old males. In
Fans have a chance to vote on which clips December, 2012, Comedy Central renewed
they like the best as well as contribute the show for its ﬁfth season.
captions to some of Tosh’s curated photos.

PROVIDE A PERSONAL POINT OF VIEW Mary Kate + Ashley StyleMint STYLEMINT TWITTER
FOLLOWERS
17K
CEMENT YOUR STATUS
Since their induction into the style hall of
STYLEMINT FACEBOOK
fame, the Olsen twins have created upwards of LIKES
4 fashion lines, including mid to high end 250K
casual line, Elizabeth and James as well as
high end ready-to-wear, handbags and
eyewear brand The Row.
TALKING ABOUT IT
5K

PINTEREST
FOLLOWERS
5K

MASTER THE ART OF CURATION AS INFLUENCE
The Olsen’s most recent fashion initiative is the site
StyleMint, a site where you get styled by Mary Kate
and Ashley after filling out your style profile and have
the chance to purchase their picks. On the site, the
twins use their high influence curation to promote their
lines in a way that helps shoppers see their collections
in a new light. BORROW FROM YOUR OWN FAME
When the Olsens moved to New York City in 2004 to attend
college, the press had a frenzy over their evolved sense of
style. Called ‘homeless masquerade’ by some, “bohemian
bourgeois” by others, their unique style has carved out a
niche fashionistas continue to flock to.
New York Times 2005

the MARKETING RULE
REMIX YOUR BRAND
AND ALLOW CELEB’S
PERSONAL POV

CREATE WITH ABANDON & MAKE IT ACCESSIBLE James Franco TWITTER FOLLOWERS
210K
Franco’s Bieber FACEBOOK LIKES
impersonation 518K
RAW AND UNFILTERED has 99K views
on YouTube TALKING ABOUT
James Franco’s bold and unﬁltered
stream of creation has onlookers
HIM 3.5K
captivated and curious, giving them a
unique glimpse into his life,
VIDEO VIEWS
108K

IMPERFECT CREATION
Actor James Franco’s side project, Rabbit TV
AN ENDLESS STREAM OF CONTENT features a seemingly endless stream of videos
of everything from interviews to raw shorts of
In recent years, James Franco has been identiﬁed as a jack of all trades. ambient time with friends. All of which James
From directing his own music videos for his band to putting together Franco posts to Twitter and Facebook.
several eclectic art installations of drawn on photographs, Franco hasn’t
stopped creating and fans haven’t stopped asked for more.

the KEY BEHAVIORS
UNLEASH RAW ARTISTIC EXPRESSION
EXPAND THEIR HORIZONS

UNLEASH RAW ARTISTIC EXPRESSION will.i.am Intel YOUTUBE VIDEO
VIEWS
SHARED AND DISCOVERED > SOLD Over 3MM
CREATING AND SHARING In just 3 months, Project Ultrabook releases in Mexico City SEOUL VIEWS
GENUINE CONTENT and Seoul were viewed 722,847 and 1,250,581 times 1.3MM
respectively. The project also saw tons of supplemental
As Intel’s new Director of Creative publicity when collaborating artists released their own
Innovation, will.i.am was sent to cities documentations of their experience. MEXICO CITY VIEWS
around the world armed with an 723K
Ultrabook to do what he does best--
write, record, and release new songs.
Part travelogue and part insiders’ guide,
the Ultrabook Project is a musical
journey and a global cultural experience
through the eyes and ears of the
renowned hip hop music legend.

REAL TIME + SOUGHT AFTER ACCESS
Free downloads of all releases were available on
Intel.com. In addition, fans were able to watch the
progression of the tour in real time on the blog
timeline, view and comment on various content that
inspired the recordings.

EXPAND THEIR HORIZONS Portlandia Kumail Web Series FACEBOOK LIKES
422K

MORE WHERE THAT CAME FROM TWITTER FOLLOWERS
33.5K
Fans of the IFC comedy series
Portlandia will be able to experience
more of Portland through the eyes of
Kumail Nanjiani, a frequent guest on the
show. Kumail visits places mentioned in
the show and interviews local Portlanders
in this supplemental web series

CONTENT TO WHET
THEIR APPETITE
With the added content, Kumail’s web series lets
fans experience an added dimension of Portlandia
outside of the show. By interviewing Portland
residents and business owners, in between
episodes fans have more content to pour through
building excitement for what’s to come.

ALLOWING THEM TO GO DEEPER
In his web series, Kumail visits places which
have been popularized in the show. This way,
fans can see the inspiration and likeness
behind some of the show’s most popular
scenes - including the feminist bookstore.

the MARKETING RULE
POSITION PRODUCT AS
INSPIRATION AND
PLATFORM

the KEY BEHAVIORS
the the
FRIEND PROMOTER
Invite Them Behind the Curtain of Your Life Fuel Your Public Currency
Support Them in a Personal Way Circulate First and Exclusive Access
Share Your Cultural Passions

the the
CURATOR CREATOR
Unlock Original Experiences Unleash Raw Artistic Expression
(limited access) Expand Their Horizons
Unlock Original Experiences
(remixed/reinvented)
Provide a Personal Point of View

the MARKETING RULES
the
FRIEND
Ensure Authentic Relationships with your Brand
the
PROMOTER
Cleverly Collide with Celeb’s Public Currency
the
CURATOR
Remix Your Brand and Allow Celeb’s Personal POV
the
CREATOR
Position Product as Inspiration and Platform

The Inﬂuencer Spectrum

the the the the
FRIEND PROMOTER CURATOR CREATOR
[Real Person] [Celebrity]
SocialToaster 2012

‣ Invite Them Behind ‣ Fuel Your Public ‣ Unlock Original ‣ Unleash Raw Artistic
Currency (Be
the Curtain of Your Life Experiences (Limited Expression
Key Behaviors Opportunistic in a
Access)
Positive Way)
‣ Support Them in a ‣ Expand Their
Personal Way ‣Unlock Original Horizons
‣ Circulate First and Experiences (Remixed/
Exclusive Access
‣ Share Your Cultural Reinvented)
Passions
‣ Provide a Personal
Point of View

Ensure Authentic Cleverly Collide with Remix your Brand and Position Product as
Marketing Rules
Relationships with Celeb’s Public Allow Celeb’s Personal Inspiration and
your Brand Currency POV Platform

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