Tag: internet strategy

Celebrity Marketing Australia – Social Media Strategy for Celebrities and Brands

Image courtesy of photostock / FreeDigitalPhotos.net
Image courtesy of photostock / FreeDigitalPhotos.net

Ellen De Generes has topped the list for the most followers on Instagram, with a whopping 3.04 million followers worldwide. Similarly, celebrities on Twitter like Justin Bieber, Lady Gaga and Katy Perry boast tens of millions of followers. Not only are these celebs connecting with fans, sharing news and entertaining the masses, they are developing their personal brands, and nurturing a loyal fan base to support them for the years ahead.

The most valuable asset you have, as someone with fame, influence or popularity, is yourself and your fans. Your celebrity status is your brand, you mould it around what type of work you do, your hobbies, charity or community work, as well as your attitude, values, and behaviour. As you want to maintain a reputable brand, one people can trust, relate to and consume for years to come, you need to start building a strong brand now. What’s the quickest and cheapest way to build your brand? Social Media.

Why is social media essential to celebs, influences and personalities?

Celebrities and personalities big and small should be embracing social media to grow a loyal fan base of people who will be your online word of mouth referral system when they need them most. Say you are a celebrity weather presenter, like Channel 9’s Steve Jacobs. Right now your job is great and you enjoy company-supplied publicity, but what happens when you want to move on and get another gig? Maybe you want to run your own business or write a book – what better way to spread the word about your new venture than by contacting your loyal online fan base? What happens if you lose your job? The person with a large social media following and well-established personal brand is going to be much more valuable to potential employers. If you can bring a strong following with you to your next job, your employer will be very happy, and you will benefit in the long run.

Creating a community of loyal fans will allow you to leverage your social currency, where your fans can have exclusive access to content and news. Social currency is the driver of advocacy and social sharing, as fans feel like they have access to something that others don’t, so they want to share what they know.

Endless supply of content, endless opportunities.

Celebrities and personalities have a bevy of potential content which is interesting to their fans, and could attract new fans who were previously unaware of your skills or charity work, for example. Given that the work you do is interesting to large groups of people, you could show off your interests, behind the scenes footage, host giveaways and run competitions. These types of content allow you to market your personality and create a personal connection with fans so that they feel they know you, can relate to you and support what you do. Social media is all about engaging in conversation and adding a human element to everything you do (this is what some brands do very well, and what some are yet to understand).

When a celebrity posts about their new album coming out or a new perfume release, they are still marketing their products, as any business would. The benefit for individuals is that they are a) not seen as a business in the way that, for example, Coca Cola is; and b) often have a more human element to their products that people can relate to more quickly and easily.

Frequent social media activity, such as live tweeting during events or shows is one way celebrities can connect with fans and keep their work top of mind. Keeping a regular schedule of updates and interaction will also ensure you maintain your relevance to your fans as your industry and or job changes. By keeping fans up to date with various aspects of your life and work, you will carry those fans from job to job.

Keep calm and call your consultant

A big selling point of social media for personalities and celebrities would have to be the capacity for reputation management. Whether responding to a negative situation or publicity, or simply maintaining everyday activities, you have the ability to quickly address any issues that arise. It allows you to be in control of your response, and a heartfelt “I’m sorry” is much better than total silence in negative situations.

Ultimately, a social media manager would be beneficial in monitoring social media activity and coaching you in getting the most out of each platform and opportunity. A manager would also be able to prevent any heat of the moment angry tweets you might exchange with a disgruntled fan.

At the end of the day, you as a celebrity or personality are a brand and need marketing. Social media provides an easy to use promotional platform for a variety of content. If part of your success is due to your loyal fans, what better way to maintain and build an active following than with Facebook, Twitter, Instagram and more?

Stay tuned for my next post on what an ex-Neighbours actor can teach you about being a social media pro.

 

 

 

5 Critical Factors New gTLD Investors Need To Consider:

Image courtesy of cooldesign / FreeDigitalPhotos.net
Image courtesy of cooldesign / FreeDigitalPhotos.net

1500 new gTLDs will launch at roughly the same time and the owners of these have to consider how they are going to deal with this glut. Millions of dollars are at stake and those that can stand tall will do so by taking into account certain risk management strategies to make sure they come out on top.

Here are some things for those investors in gTLDs to think about.

  1. The vast majority (80%) of the global community don’t even know that new top level domains exist
  2. Of those that do know many have no idea what they would do with a .xyz or a .love
  3. Owners are often more in love with their own business plan visions for the gTLD string than the wider community is, so there’s the likelihood that although it makes sense to the owner, it’s going to be harder to sell a domain than they think.
  4. With so many options available, how are their new gTLD strings going to stand out from all the others?
  5. The industry is dangerously incestuous with long term industry advisors, specialists and consultants that are almost entirely from within the domain industry itself. There is a real risk of a lack of innovation, creativity and missed opportunities as each TLD is treated with the same thinking from years of insider industry experience.

SLAM Strategy is different:  we present a new, fresh set of eyes, ears and ideas. We don’t come from the gTLD community; we are not formed by well-established industry insiders, whose thoughts and ideas are based on a history working within the technical of the domain industry itself. We are an Internet Strategy company focused on return on investment strategies for businesses wanting to find new success online. Our strength lies in our real world experience on the front line of the business community – of being found online by your target market and converting them. We are a specialised, leading edge strategy company built by business people with business ideas and a focus on finding ways of maximising our client’s conversions as cost effectively as possible.

The Internet is about to move into a higher gear, as it’s about to change from being a technical function into a main driver for society. Right now, the need for new players like SLAM to step into the fold and provide fresh eyes to a fresh industry could never be more important. No longer are gTLD an administrative function but a full blown business process that requires a new kid on the block to help drive business.

Why you can’t ignore Google’s latest algorithm changes

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What’s new?

Google’s new Hummingbird algorithm update means that Google can now react more accurately to conversational enquiries from mobile and voice searches, such as “How do I…” and “Where is the nearest…”. The focus is on determining what a user really wants to know, besides just focusing on keywords.

What this means for Internet marketers and SEO is the need to adapt keyword strategies for conversational enquiries in three parts (as listed in this fantastic article): Informational, Navigational, and Transactional.

An example of an Informational enquiry could be: “What are the local public holidays?” and the top results would include a link to a list of public holidays.  A Navigational enquiry could be a user looking for a website of a government department, and a Transactional enquiry could be a simple, “Where is the nearest Cibo?”

These types of enquiries will require you to look at conversational enquiries users might use when searching for your services, and classify them under one of the three search types listed above. From there you can create relevant content and keyword strategy.

Another focus of the Hummingbird will be determining what a page is about using keywords, as well as synonyms and co-occurring terms. This means that a user may see results for a specific term, as well as theme-related terms. By expanding keyword research to include related keywords, acronyms and spelling variants, you can tap into extra opportunities for page exposure.

One of the ways that Google determines what your business is all about is through co-citation. This means that each time your brand or a link to your site is mentioned alongside your competitors, it lets Google know that the two companies are related. This is a good thing, meaning that your brand can be recognised as a business niche representative. Working to make sure your brand gets mentioned alongside your competitors can help you to get higher rankings and recognition from Google.

Your SEO professional will know more about the more technical side of SEO, such as re-examining anchor texts and utilising structured data markup to ensure your site and pages are thoroughly optimised for Hummingbird.

More content, better experiences

The biggest change to Google’s Panda and Penguin algorithms recently is the focus on clearing our low-quality content from search results.

Google is no longer disclosing to website owners which terms lead a user to their page, therefore forcing page owners to concentrate on delivering quality content.

By running a blog, keeping your website up to date with news, pictures, etc., Google will know that your website is informative and relevant to users. Google will be rewarding pages which provide users with a positive experience and engagement.

Sharing your content on social media (and linking back to your site) is super important now, with regards to aiding your SEO efforts. When your quality content is shared and interacted with (likes, comments, etc.) on social media, this helps build authority. Google takes into account recommendations from users on social media, as these ‘social signals’ help to filter out low-quality content.

Working with an Internet strategy company on refining your content strategy for SEO and social media will help you to achieve high rankings and get greater results from your online presence.

Got any concerns about how Google’s algorithm changes will affect your website? Chat to us, we’d love to help.