Liberty842 is a social media practice that manages online communities for celebrities and brands. They advise clients on opportunities and risks of social media, guide them in setting up and using platforms, and help create and publish engaging content. Liberty842 helps clients like Gok Wan and Alan Carr build audiences on social media over time by starting small and gradually expanding their online presence and interactivity. They emphasize the importance of authenticity, accountability, and integrity in developing direct relationships with fans through social media.

1. The Social Media Practice
Social Celebrities
13th February 2012
Food and drink kindly supplied by Tangerine Dream
The Social Media Practice

2. Hello!
Daisy Cresswell, Co-Founder & Strategic Director
at Liberty842
@842Daisy
@Liberty842
#socialcelebs
#SMWLDN
The Social Media Practice

3. Liberty842 is a hands-on practice
We manage online communities for high profile celebrities
and brands including:
• BBC Radio 4’s The Archers
• Channel 4, Alan Carr: Chatty Man
• Gok Wan
• Michael McIntyre
• Wayne Sleep
The Social Media Practice

4. Clients
The Social Media Practice

5. Partnerships
Punching above our weight…
Measuring value in a multichannel world
The Social Media Practice

6. What we do
• The communities we look after scale from thousands to
millions
• It is the next level of customer service
• We provide insight into the audience demographics for
example, gender, location, behaviour, habits, sentiment
and intent
• This insight gives reason for action
• We strive to take our clients to the next level of
opportunity
The Social Media Practice

7. Celebrity – online profiles
• Each celebrity is different – there is no fixed formula
• Some have preferences to particular platforms
• Most are time poor
• Technical ability varies greatly
• Some are willing adopters, others are not!
The Social Media Practice

8. Authenticity
The Social Media Practice

9. Authenticity
The Social Media Practice

10. What we do
• Advise – opportunity & risk
• Guide – set up, monitor, mentor
• Manage – retained support for digital portfolios
• Create and publish – content generation
• Training – workshops for celebrities, staff & third parties
The Social Media Practice

11. Accountability
• To the artist
• To the fans
The Social Media Practice

12. Integrity
©Liberty842 Ltd 2012
The Social Media Practice

13. A changing landscape
• For the first time, celebrities can have a direct relationship
with their fans
• This relationship is in the public eye and is therefore open
to scrutiny
• Potential to be a direct sales channel
• Potential for risk
©Liberty842 Ltd 2012
The Social Media Practice

14. Direct relationship
©Liberty842 Ltd 2012
The Social Media Practice

15. A changing landscape
• Ability to bypass press and PR means ability to be heard
outside the traditional ‘media machine’
• Brands and celebrities can fall foul of bad advice
or no advice
• Better to open the doors slowly in order to understand the
behaviour of the platform and those that frequent it
The Social Media Practice

16. Case study - Gok Wan
• Helping to build an audience – started with what we/Mark
& Gok could cope with
• Built up online presence over time - Blog & comments,
Ask Gok, Gokettes’ Gallery – we moderate all content
• Now have a Charity of the Month too – in keeping with
brand
• One channel helps promote the other
The Social Media Practice

17. GokWan.com
Early phase on gokwan.com – building up manageable
interactivity and engagement
The Social Media Practice

18. GokWan.com
A fan gallery and Ask Gok area – increasing engagement
with the audience.
The Social Media Practice

19. GokWan.com
The Social Media Practice

20. Future?
• Fan activity and demand potentially huge
• Ability to have direct relationships
• How do you calculate the value of these relationships?
• How do you calculate ROI?
• How will it affect the future deals when negotiating
contracts?
The Social Media Practice

21. Alan Carr: Chatty Man wins NTA
Alan Carr: Chatty Man wins National Television Award*
* @chattyman and @AlanCarr Twitter feeds were acknowledged by Channel 4
as being a major contributing factor to the show’s success at the NTAs
The Social Media Practice

22. Summary
• Build the profile up slowly – get used to the medium
• Move to different networks where appropriate, over time
• Consider if the networks are right for the brand /
personality
• Tone of voice is important, as is function
• Time likely to be a factor, as is platform choice
• Get the right support
The Social Media Practice

23. Conclusion
There’s no shortcut to building a loyal, *real* audience…
The Social Media Practice