Sponsorship Strategy 101: Get a Celebrity to Endorse Your Brand. Web 3.0: Rent a Celeb to Plug You Across Social Media
Well, that first tidbit of insight is a path long-traveled by brands seeking a boost and a way to connect with demographically-targeted audiences. And, in today’s digital media world, that notion has not only created a whole new set of social media tactics, it has also inspired a cottage industry for algorithmic solutions that enable brand marketers to not only implement schemes, but to source celebrities by price, demographic appeal and the social media silos those celebs prove to be most impactful, whether its Facebook, Twitter, Instagram or Pinterest. Whether their shout-outs convert to the benefit of the brand’s bottom line is altogether a different set of calculations.
Providing more clarity to this topic, WSJ’s Anne Kadet’s coverage from the WSJ Weekend Edition (April 23-24) is extracted below..
New York’s most valuable celebrity? That would be Taylor Swift, who theoretically commands $2.5 million for a single appearance. Rihanna takes second place, at $1.5 million. Rudy Giuliani, meanwhile, might grace your industry dinner for a mere $85,000.
At least that’s according to Thuzio, a local startup aiming to calculate the price of an appearance, tweet or Facebook post from every VIP on planet Earth. Browsing its database is like visiting a celebrity store, where everyone is for sale, and there’s a star for every budget.
Want Kim Kardashian to tweet about your book? The company’s Thuzio 360 software projects a $500,000 fee. But if you’re willing to set your sights a little lower, Staten Island comedian Moe Othman tweets for $1,500.
A talent database available by subscription, Thuzio 360 is used mainly by marketers seeking the perfect superstar or mini-celebrity to promote their brand on social media.
Dana Bakich, a senior digital strategist with marketing agency DKC, says she might use the price filters and 7,000 search tags to find, say, a celebrity who plays basketball, appeals to college students, and, yes, fits her client’s budget. Not everyone can afford Justin Bieber.
And there’s likely an influencer for any occasion. A search for Christians who love dogs, for example, turns up 162 options including Serena Williams (a projected $30,000 per tweet) and Bethenny Frankel ($10,000).
A look at Thuzio’s pricing algorithm, which reverse-engineered 10,000 real-life transactions, reveals what society values. A big Twitter following helps, of course. And all things being equal, a musician is worth more than an athlete, while the singer is worth more than the drummer.
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