明星微博背后的营销故事(下)

Tout, a service that lets user make 15-second videos that can be posted to sites like Facebook and Twitter, was less than a year old when it hired Brooke Fedro, who began her career at Creative Artist Agency. Among her strategies is finding actors with television shows that are on hiatus and musicians who haven't had an album release in a while and encouraging them to "tout" themselves. "It's important to take advantage of their downtime and let them promote their own brand," says Ms. Fedro, director of entertainment relations and marketing for Tout.

Tout在聘用布鲁克•费德罗（Brooke Fedro）时成立还不到一年。用户可以通过该网站制作15秒的视频并上传至Facebook和Twitter等网站。费德罗的职业生涯始于好莱坞经纪人公司Creative Artist Agency，目前担任Tout娱乐关系及营销总监。她的策略中有一项是，寻找暂停播出的电视节目中的演员，以及暂时未发布专辑的歌手，鼓励他们宣传自己。费德罗说，要充分利用他们的空档期，让他们宣传自身品牌，这很重要。

New social networks are creating business plans to appeal to celebrities who want to make money off their online presence. OpenSky is a year-old site where personalities like Molly Sims, Veronica Webb and others can help market health, beauty, decor and kitchen merchandise. They present to their followers recommended items, and sales revenue is split between OpenSky and its celebrity curator.

新型社交网站正在创建商业计划，以吸引希望通过自身的网络影响力赚钱的名人。OpenSky是一个成立刚一年的网站，明星可以在该网站帮助宣传健康、美容、家居装饰和厨具商品。目前已与该网站合作过的明星有莫莉•希姆斯（Molly Sims）、维罗妮卡•韦伯（Veronica Webb）等，她们向粉丝展示推荐的商品，销售收入由OpenSky和卖出商品的明星分成。

Actress Jessica Alba founded Honest Company, an online venture that sells household supplies and diapers which are eco-friendly. Currently, Ms. Alba has 3.2 million followers on Twitter, 4.5 million subscribers to her Facebook page and nearly a half-million followers on Instagram.

演员杰西卡•阿尔芭（Jessica Alba）创建了在线网站Honest Company，主要销售环保家居用品和婴儿尿布。目前，阿尔芭在Twitter上已经有320万粉丝，Facebook主页有450万人订阅，Instagram上有近100万粉丝。

"You have to have a social-media presence if you want to have a successful business, scalable business," Ms. Alba says.

阿尔芭说，如果你想把生意做大、做成功，就得在社交媒体上有影响力。

Ryan Seacrest, radio host, television personality and producer, leverages social media's cross-promotion potential. Mr. Seacrest and his team are in talks with Dick Costolo, chief executive of Twitter, in which Mr. Seacrest would help celebrities create videos and photos to share on Twitter, giving the social network more branding opportunities.

电台主持、电视名人及制片人莱恩•西克雷斯特（Ryan Seacrest）就在发掘社交媒体的交叉宣传潜力。希克斯特及其团队正与Twitter首席执行长迪克•科斯特罗（Dick Costolo）洽谈：希克斯特帮助明星制作视频和照片在Twitter上分享，从而让Twitter有更多塑造品牌的机会。

A videographer from Ryan Seacrest Productions will follow Mr. Seacrest as he covers the Olympics this summer for NBC Sports. The videographer's footage and photos will be posted to , Facebook, Twitter and Pinterest, according to Tony Novia, executive vice president for new media at Ryan Seacrest Productions. "We sit on very valuable content and we try to use it to promote all of Ryan's projects," Mr. Novia says.

莱恩•西克雷斯特制作公司（Ryan Seacrest Productions）将会有一位摄像师随莱恩•西克雷斯特一起为NBC Sports报道今年夏天的奥运会。公司新媒体执行副总裁托尼•诺维亚（Tony Novia）表示，这位摄像师拍摄的视频和照片将会发布在、Facebook、Twitter和Pinterest上。诺维亚说，我们有非常宝贵的内容，因此我们尝试用这些内容来宣传莱恩的所有项目。

Among those on the management side bridging Hollywood with social media is Eric Kuhn, an agent at United Talent Agency."We try to help our clients understand that social media is about much more than promotion," says Mr. Kuhn, who turns 25 next week.

很多艺人经纪公司都在努力为好莱坞和社交媒体牵线搭桥，United Talent Agency（简称UTA）艺人经纪公司经纪人艾瑞克•库恩（Eric Kuhn）就是其中之一。25岁的库恩说，我们力图帮助客户了解，社交媒体并不仅仅是宣传。

Mr. Kuhn recently signed Foursquare, the location-based social-media network with 20 million users who "check in" to venues. Together, Foursquare and UTA will work to develop relationships with concert promoters like LiveNation, says Jonathan Crowley, director of media partnerships for the New York-based Foursquare. Mr. Crowley says market research shows that many people go to concert events without tickets, merely to tailgate with friends. If non-ticket holders "check in" outside of concert venues, promoters can sell tailgaters any remaining tickets.

库恩最近与位置社交网络媒体Foursquare签了约。Foursquare总部位于纽约，拥有2,000万用户，他们可以在各种不同的地点“签到”。Foursquare媒体合作总监乔纳森•克劳雷（Jonathan Crowley）说，公司将与UTA共同合作，与LiveNation等演唱会宣传公司建立合作关系。克劳雷说，市场研究表明，很多去看演唱会的人都没有门票，他们只是尾随朋友而来。如果没有票的观众在演唱会会场外“签到”，那么演唱会公司就能把余票卖给他们。