Tag Archives: celebrity

Laura Ockel

You’ve made an influencer list, now what?

Getting influencers to talk about your brand isn’t easy. You need to be part of the online conversation to make an impact, and it’s tougher than ever for mainstream advertising to be the watercooler topic it used to be.

Because of this, global brands are relying on paid influencers more than ever. This relatively new market means a star like Kim Kardashian can command up to $500,000 for one Instagram post. Even celebrity pets are getting in on the action.

Back in the real world

But how do things work for the rest of us? With most businesses now using social media in one form or another, it’s important to amplify messages and engage with customers, users and stakeholders. Influencers are a great way to do that. But for financial, strategic or ethical reasons you might not want to pay.

Putting together an influencer list is relatively easy. From compiling a simple wishlist of people you’d like to see talking about your product or service (if you know your market well, you can probably do this off the top of your head) to using a paid social listening tool like Brandwatch or Affinio to take a deep dive into audience habits.
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Jimmy Savile: an extraordinary popular delusion

Three Wise MonkeysThe past is another country. Let’s not be nostalgic. The Jimmy Savile story is a case in point: it seems many who worked with him saw what he was doing but what they saw was too shocking to calibrate. They literally couldn’t believe their own eyes.

The  more he did it, the more he got away with it. We were stuck in a negative emotional feedback loop. Savile’s public image – that of celebrity, fundraiser and “national treasure” became increasingly powerful.

It’s a modern day version of The Emperor’s New Clothes – an extraordinary popular delusion. We like to think that if it happened again, we would speak out. I sincerely hope so. Photo: Crystal Pajunen