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.

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