5 Ways Brands Can Use Immersive Celebrity Marketing via Periscope

Live video social media outlets have great potential for celebrity marketing.

Periscope is a social media app owned by Twitter that allows users to both share and stream live videos. Not only does it air 360 degree videos in real-time, it also lets viewers send messages during the live video that appear on the screen for the host and other viewers to see. Periscope has gained plenty of buzz, and will only continue to in 2017. In one month, Periscope had about 397,000 mentions on Twitter and who is primarily using the app to share videos? Celebrities.

Louis Vuitton capitalized on Periscope 360 at Paris Fashion Week when showing off their men’s fall line, having A-list celebrities such as Kate Moss, Usher, and David Beckham in the front row. Through the help of Periscope 360, Louis Vuitton was able to get 160,000 eyes on their show in the first hour alone.

With celebrities being hot to use the app, there is great opportunity for brands to team with celebrities.

Here are five ways celebrities can use Periscope live videos to help companies promote their brands:

The use of vloggers: Right now, YouTube is the main outlet for vloggers to share their expertise. Periscope Live could become a successful way for this new-wave of celebrities to be seen. Viewers can ask questions and pose their responses in real-time and the vlogger can answer live on camera. If a brand has a deal with a vlogger where they feature or review products, these social media platforms become another window for promotion.

Behind the scene at live events: Behind the scene footage of celebrities during big programs such as the Oscars or Grammys is a popular tactic on TV. However, celebrities are not likely to go in to much more detail about their beauty or fashion choices other than “I’m wearing Calvin Klein”. By using celebrity accounts on Periscope, brands can gift celebrities products to use in a “how I got my look” video featuring the brand’s goods.

Press conferences: When a campaign begins, it is common to hold a press conference. If the campaign involves a celebrity, having them appear at the press conference to speak and live stream on their Periscope account will bring more traffic to the event and cause more buzz about the brand and product.

Contests and special offers: Just like for any social media platform, user engagement is critical for effectiveness. Creating live contests or offers exclusive to viewers is a great option when using Periscope. Celebrities can either host the video or be involved with the prizes and offers.

Celebrity takeovers of brand accounts: If a company is interested in building more awareness of their brand they may want to look in to a celebrity hosting one of their videos. Promoting how fans can see their favorite star by watching the company’s channel is likely to draw in more viewers. Imagine a big name celebrity like Ed Sheeran taking over the BMW account to host a driving jam session. The number of viewers would be immense.

photo credit: https://c1.staticflickr.com

The Importance of Following FDA, FTC Regulations on Social Media in Celebrity Marketing

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Kardashian’s tweet is a reminder for pharmaceutical companies about social media

At the end of every drug commercial comes the long list of health risks stated by the narrator.  This is a requirement enforced by the Food and Drug Administration (FDA) for all drug advertisements, and being an international celebrity as big as Kim Kardashian does not omit you from this regulation.

The FDA forced Kim Kardashian to recall a testimonial advertisement that she posted on her Instagram and Twitter about the morning sickness drug Diclegis. In the caption, she mentions positive effects of Diclegis such as, “I felt a lot better,” and, “It’s been studied and there was no increased risk to the baby.”  However, what Kardashian failed to mention was any of the drug’s risks or side effects.

A Warning Letter was sent on Aug. 7 to the executive vice president of Duchesnay, Inc., the pharmaceutical company that owns Diclegis. Among stating risks and facts that the posts failed to mention, the FDA requested that Duchesnay, “immediately cease misbranding DICLEGIS,” (aka take down the post and post ads with all appropriate information in the future). The letter also demanded a written response by Duchesnay by Aug. 21, and so far no response has been released.

Ads about drugs aren’t the only type of industry that has rules to follow. In 2013, the Federal Trade Commission (FTC) updated their digital advertising guidelines, titled .com Disclosure, which stated that all digital media forms, including social media, must follow FTC advertisements and endorsement regulations.

The .com Disclosure particularly concerns, “space constrained screens and social media platforms,” as it obviously poses a challenge to fit all required material in a short 140 character tweet.

In regards to testimonials and endorsements, the main guidelines that the FTC focused on are:

  1. The post must “clearly and conspicuously” disclose that it is a paid endorsement, and a link to a disclosure is not usually enough. The document recommends using “Ad:” or “#ad” as a short way to noticeably disclose the information.
  2. The post must make clear what the average results are for the product, not just how it worked for the celebrity. Their example of a weight loss drug suggests saying, “Typical loss: 1 lb/wk.”

Unfortunately, as in the case of Duchesnay, it is the brand that has to deal with consequences by the FDA or FTC when a celebrity violates the regulations on their accounts. Some online celebrity endorsements have ignored the guidelines and not seen any repercussions (yet), like Kourtney Kardashian’s ex-husband Scott Disick’s post about Express Smile Atlanta. But, even non-high-profile people who post endorsements can cause backlash for companies. The Deutsch LA ad agency caused their client, Sony, to refund consumer money after they had employees post promotional tweets.

For more information, visit the FTC Endorsement Guides.

Photo credit: instagram.com/kimkardashian

How Much Does a Promoted Tweet Cost?

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Use Promoted Tweets to optimize your Twitter marketing campaign

How do I know what I’m paying for?

The efficiency of the Promoted Tweets method lies in the bidding system.  You choose to bid a given amount that you are willing to pay per engagement, and the bid helps decide where and when the Tweet shows up on users’ timelines. Twitter will only charge you for the engagements that your Tweet generates. For example, organic impressions gained from the Tweet (the post showing up on a Twitter user’s timeline) will not count as engagements.  Depending on your bid, engagement costs range from $0.20-$4.00 per engagement. Engagement costs are assessed only when the Tweet is replied to, retweeted, favorited, or if the link inside the Tweet is accessed.

The budget: You will decide on a daily budget to assist with proper allocation of funds for your campaign and to ensure maximum efficiency.  There is an option for setting a total budget if you need to put a cap on the cost of the total campaign. The owner of the promoted Tweet can even specify how the budget will be spent; spread the budget evenly over the day (Standard), or spend the daily amount as quickly as possible (Accelerated).  The daily budget, total budget and bid amount can be modified at any point from the Campaign Dashboard.

What’s the process?

After you decide on a daily and total budget, you will choose a start and end point for your campaign to ensure your Tweet runs at the optimal time. Promoted Tweets use customizable systems that allow you to target the types of users your brand needs to drive awareness.  The Tweet can be engineered to reach users based on location, gender, keyword targeting, interests, or even their specific device being used to read the Tweet.

Measure the success of the campaign

Twitter’s Campaign Dashboard provides a comprehensive view of the engagements your Tweet is generating, the amount of free impressions created, and how the budget is being applied. A useful tool within the Campaign Dashboard, the Tweet Activity Dashboard, allows you to see which Tweets work best with your target audience, and what times of the day or week your Tweet is receiving the most attention.  The Campaign Dashboard also focuses on the analysis of the brand activity by measuring the organic earned media on Twitter, consisting of engagements, clicks, and free impressions that resulted from your Tweet’s engagements.

photo credit: pixabay.com

Celebrity Marketing: 6 Tips for Hosting a Celebrity Twitter Party

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A Celebrity Twitter Party is a great way for people to connect and promote your brand.

A Twitter Party is a specific period of time during which a celebrity “takes over” your brand’s Twitter handle to socialize and answer questions from fans on behalf of your brand. These events not only allow for direct fan interaction with the celebrity, they can also accelerate your brand’s message to a massive audience within 1-2 hours.

To ensure you get the most out of your celebrity led Twitter Party, here are six tips for managing this social event:

1. Training Pays Big Dividends

Holding a training session with your celebrity before the Twitter party is KEY. You need to know that your celebrity is fully prepared and knowledgeable about your brand. An informed celebrity is a confident celebrity, and one who will be able to successfully deliver your message points.

2. Publicize Ahead of Time

To ensure you gain a significant amount of fan engagement, you must start marketing the event several days before it begins.

Utilizing your various social media channels, your party invitation should include the following:

  • Who (featured celebrity)
  • When (date and time of the party)
  • What (topic/party theme)
  • How (hashtag # to join the party)

Choosing a celebrity who has a large social media presence and following will help enhance your reach. Make the most of their influence by having them tweet or re-tweet from their personal account prior to and during the event.

3. Time the Party to Reach Maximum Fan Base

Planning a later start time, typically late evening, will attract more people across multiple time zones. Setting an event at 6:00pm EST can eliminate participants in the West Coast who are still in their work day.

4. Connect the Party Theme to the Brand Message

For example: If you are a beauty brand; your theme could be Top 10 Beauty Questions. With the topic in place, the celebrity will then make the engagement between your brand and the audience, educational, entertaining and fun.

5. Partnering Expands Promotion of the Party

Partnering with a relevant blogger or media partner can be very helpful. In keeping with the beauty brand example as shown above; teaming up with a well-known beauty blogger to cross promote will increase your number of event participants, as well as grow your consumer base.

6. Monitor the Engagement

Social media platforms, such as TweetReach, will provide an overview that will measure the number tweets, how many accounts your hashtag (#) reached, and who were your top contributors.

Be sure to note the number of social media followers (Twitter, Facebook, Instagram, etc.) you have before and after the campaign as well as monitor your own website analytics.

photo credit: Thomas Hawk via photopin cc

Celebrity Marketing Contracts and Social Media

A celebrity’s endorsement via social media can be a great way to build additional awareness for your marketing campaign.

Many brands are finding celebrity marketing success with social media. Having a celebrity with a huge social media fan base generates lots of conversation and fuels public relations by quickly increasing media impressions.

The key to maximizing social media for celebrity marketing is to plan ahead. 

Brands often seek out only the social celebrities. But, I have a number of personal examples of celebrities with little or no presence in social media that have been utilized with great success. So, you should consider the non-social celebrity if you can negotiate the ability to engage in social media on their behalf.

Here are six additional points to consider as you prepare the celebrity contract:

1. Create a Social Media Plan

To maximize social media, it is always a good idea to create and share a social media plan with the celebrity. This will eliminate any confusion and allow you to gain more concessions.

2. Tweet Strategically

The number of tweets you can ask for from celebrities is shrinking.  There was a time that you could ask for 40 to 50 celebrity tweets over the course of a contract. But that range of tweets is not being accepted anymore by most celebrities. You will need to think more strategically with a limited number of tweets. Quality over quantity.

3.  The Right to Retweet

It is important to write into every contract that you can retweet all of the celebrity’s posts. This may seem like a “no brainer”, yet I see this overlooked often. Going back after the fact can be time-consuming and costly. Secure permission upfront in the contract.

4. No Removal of Posts

Be sure to clarify in your contract that you don’t have to remove posts from social media sites after the term of your contract ends.  If you don’t, you could be asked to remove them later.

5. Secure the Mention

Make sure it is written into the contract that you can mention the celebrity, whether they participate in social media or not.

6. Know the FTC regulations

There are FTC Regulations that you must follow. Such as, all posts must disclose that the celebrity is being compensated.

photo credit: Dustin Diaz via photopin cc