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Introducing
CELEBRITY AUDIENCES
Real fans. For real.
REAL FANS. FOR REAL.STEP 1:Forget about Facebook Fans for one second
STEP 2:Try to remember the original definition of a fan*!
STEP 3:Now let’s go back to Facebook & social media and let’s see how we can use for real the real power of real fans
* A fan, sometimes also called supporter, is a person who is enthusiastically devoted to something, such as a band, a sports team, a book or entertainer (Source:
Wikipedia)
THE FACTS
A new media shape is out there! THE ORIGINAL DIGITAL CONTENT produced by ARTISTS & BANDS for their fans
A HUGE ENGAGEMENT at massive scale is not used yet in a structured way - like “traditional” digital marketing campaigns have to be - but as “special projects” only
THE AUDIENCE consuming the content in such a favorable context is not used by brands yet
THE REASON Use the endorsement factor to
amplify the effect of media and PR campaigns
Re-empower the concept of a fan Do you remember the original meaning of the word?
Capitalize on a new kind of media in the smartest and most efficient way possible
Improve the digital marketing KPIs: the organic reach of a artist’s Facebook page can be over 30%?
Build an alternative POWERFUL AUDIENCE in the current market context:
1 point of contact 1 ‘currency’ / rate card 1 measurement system 1 standard reporting 1 voice
THE CHALLENGE
THE PARTNERS
a)Hit Yourself Consulting: for putting together the 1st pool of BANDS & ARTISTS easy to work with - done
b) Quantix Research: for testing the audiences, run a live debate @ ICEEfest and test the idea - done
c)ThinkDigital: to coordinate and launch the project - as we speak ;)
Hit Yourself Consulting acts as a liaison between ARTISTS/BANDS and ADNETWORKS/AGENCIES/CLIENTS.
THE ACTUAL NETWORK of Hit Yourself Consulting & ThinkDigital consists in
12+ million duplicated FANS + related social media (YouTube, Instagram, Blogs) reached through:
20 artists (Alessia, Kamelia, Ellie White, Adrian Sina etc)
15 bands (Voltaj, Akcent, Hi-Q, Deepcentral, Radio Killer etc).
To start with…
REAL FANS. FOR REAL.
Quantix Research ran a survey using the Artists’ Facebook pages that are part of the project
• Quantitative study• Online (CAWI). May 22-28, 2014• Online questionnaire approx. 4 minutes long• Target: Facebook fans of 27 artists and
musical Romanian bands • 4.055 responses• Error statistical margin: +/- 1,5%
REAL FANS. FOR REAL.Structura esantionului
pe grupe de varsta
12-18 ani32%
19-2540%
26-3519%
35+9%
*** Ask your AM for the full report
KEY FINDINGS1. In a non-traditional medium, brands should communicate in a
non-traditional way. Messages must be tailored to context.
2. Brands that want to communicate on Facebook and on the other celebrity social media channels must be in harmony with the artist’s or band’s personality.
3. Commercial messages are accepted by fans. Brands that are involved in supporting artists are supporting them in their efforts, as well. Fans feel this and appreciate the involvement. “Pairing” these, increases favorability and can generate increased consumption intent.
*** Ask your AM for the full report
KEY FINDINGS
• Rejection rate is low, only 5% showing slight lack of trust in brands promoted by artists
• While 20% say this communication method is a good idea, up to 18% feel encouraged to try purchasing brands recommended by artists
Daca noi folosim anumite marci de produse (de ex. telefoane, masini, haine, bauturi, etc) care ne plac si ti le recomandam si tie, ce parere ai?
42.4%
20.8%
20.1%
18.2%
12.7%
3.7%
2.1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Unele m-ar interesa, unele nu
O consider publicitate mascata
Pare o idee foarte buna
As fi curios sa incerc marcile respective
M-ar interesa sa stiu ce marci folositi
Nu as avea incredere in astfel de recomandari
As f i tentat sa resping acele marci
27% 12-18 y.o. segment
24% 12-18 y.o. segment
KEY FINDINGS
• Fans expect brands to support artists’ activities, 53% of them consider this as being a normal phenomenon
• 42% are positive in regards to the involvement of brands, and appreciate them for supporting their favorite artists.
Cum percepi brandurile care sustin activitatea mea artistica?
4.8%
52.8%
42.3%
0% 10% 20% 30% 40% 50% 60%
Ma deranjeazaimplicarea lor
Mi se pare un lucrunormal
Apreciez implicarea lor 46% 12-18 y.o. segment44% women
KEY FINDINGSCat de respingator sau atractiv ti s-ar parea sa apara mesaje
comerciale pentru anumite branduri, pe pagina mea de Facebook?
8%
17%
60%
12%
2%
0% 10% 20% 30% 40% 50% 60% 70%
Foarte respingator
Respingator
Indiferent
Atragator
Foarte atragator18%12-18 y.o. segment
Indifference Can make a Difference!
• Most fans are relatively indifferent in regards to seeing commercial messages on their favorite artists’ Facebook pages
• 14% perceive commercial messages as being appealing, while 25% tend to reject them. Young people are much more permissive.
KEY FINDINGS
• Men expect to find advice on gadgets, auto/motorcycle and beverages
• Women have expectations particularly in regards to fashion and leisure venues
La ce categorii de produse sau servicii ai vrea sa vezi recomandari din partea mea / noastra?
56.5%
46.0%
43.0%
37.6%
18.3%
16.7%
15.1%
12.5%
10.4%
2.9%
0% 10% 20% 30% 40% 50% 60%
Muzica si accesorii
Fashion
Locuri de petrecere timp liber (restaurante, puburi, cluburi)
Gadget-uri (telefoane, tablete, electronice,etc)
Auto / moto
Telefonie
Bauturi
Alimente
La nimic
Servicii bancare
51% 26-35 y.o. segment, 49% on 35+ y.o.
51% 12-18 y.o. segment
42% 12-18 y.o. segment
24% on 35+ y.o.
60% on 35+ y.o.
KEY FINDINGS
• Artists’ fans can become consumers of the brands they recommend. There is significant amount of influence that artists can exert on their fans
• 61% show favorability towards trying the brands used or recommended by artists, especially among young people in the age groups of 12 to 18 and above 35 years old
Daca vezi o marca folosita de un artist preferat, esti dispus(a) sa o folosesti si tu?
9.4
29.5
49.1
12.0
0 10 20 30 40 50 60
Nu, deloc
Nu prea
Da, in mica masura
Da, in mare masura 69% for 12-18 y.o.63% for girl/women
KEY FINDINGS
• Most artists’ page visitors claim that they wouldn’t mind seeing between 1 and 5 commercial messages on their artists’ Facebook pages
• More than 25% are open to as many commercial messages as the artist wants to post (especially in the age groups 12-18 and over 35 years)
Cate postari care ar contine mesaje comerciale, recomandarile sau opiniile mele legate de anumite produse sau branduri ai fi dispus sa vezi pe pagina mea de Facebook, intr-o saptamana?
18.3
45.9
9.3
1.4
25.1
0 10 20 30 40 50
Niciunul
1-5
6-10
11-20
Oricate
22% 26-35 y.o. segment, 24% men
49% 19-25 y.o. segment
So meet…
The ProductReal fans. For real.
THE CHANNELS
56%
44% WomenMen
FACEBOOKINSTAGRAMTWITTERYOUTUBEBLOGS
TOP CELEBRITIES ON FACEBOOK
*** Ask your AM for the full list
12+ millionFacebook Fans(duplicated)
TOP CELEBRITIES ON INSTAGRAM
*** Ask your AM for the full list
72KInstagram Followers
(duplicated)
TOP CELEBRITIES ON TWITTER
*** Ask your AM for the full list
160KTwitter Followers
(duplicated)
TOP CELEBRITIES ON YOUTUBE
*** Ask your AM for the full list
100+ millionYouTube Views
(duplicated)
TOP CELEBRITIES BLOGS
*** Ask your AM for the full list
60KMonthly Unique Users
(duplicated)
> ENGAGE
THE RIGHT AUDIENCE using endorsed posts and content
> AMPLIFY
THE MESSAGE promoting the endorsed posts
> DRIVE
INTERACTION creating your own content-wise mix
CHOOSE THE PERFECT MIX
