明星微博背後的營銷故事(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在聘用布魯克•費德羅（Brooke Fedro）時成立還不到一年。用戶可以通過該網站製作15秒的視頻並上傳至Facebook和Twitter等網站。費德羅的職業生涯始於好萊塢經紀人公司Creative Artist Agency，目前擔任Tout娛樂關係及營銷總監。她的策略中有一項是，尋找暫停播出的電視節目中的演員，以及暫時未發佈專輯的歌手，鼓勵他們宣傳自己。費德羅說，要充分利用他們的空檔期，讓他們宣傳自身品牌，這很重要。

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.

新型社交網站正在創建商業計劃，以吸引希望通過自身的網絡影響力賺錢的名人。OpenSky是一個成立剛一年的網站，明星可以在該網站幫助宣傳健康、美容、家居裝飾和廚具商品。目前已與該網站合作過的明星有莫莉•希姆斯（Molly Sims）、維羅妮卡•韋伯（Veronica Webb）等，她們向粉絲展示推薦的商品，銷售收入由OpenSky和賣出商品的明星分成。

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.

演員傑西卡•阿爾芭（Jessica Alba）創建了在線網站Honest Company，主要銷售環保家居用品和嬰兒尿布。目前，阿爾芭在Twitter上已經有320萬粉絲，Facebook主頁有450萬人訂閱，Instagram上有近100萬粉絲。

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

阿爾芭說，如果你想把生意做大、做成功，就得在社交媒體上有影響力。

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.

電臺主持、電視名人及製片人萊恩•西克雷斯特（Ryan Seacrest）就在發掘社交媒體的交叉宣傳潛力。希克斯特及其團隊正與Twitter首席執行長迪克•科斯特羅（Dick Costolo）洽談：希克斯特幫助明星製作視頻和照片在Twitter上分享，從而讓Twitter有更多塑造品牌的機會。

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.

萊恩•西克雷斯特製作公司（Ryan Seacrest Productions）將會有一位攝像師隨萊恩•西克雷斯特一起爲NBC Sports報道今年夏天的奧運會。公司新媒體執行副總裁託尼•諾維亞（Tony Novia）表示，這位攝像師拍攝的視頻和照片將會發布在、Facebook、Twitter和Pinterest上。諾維亞說，我們有非常寶貴的內容，因此我們嘗試用這些內容來宣傳萊恩的所有項目。

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.

很多藝人經紀公司都在努力爲好萊塢和社交媒體牽線搭橋，United Talent Agency（簡稱UTA）藝人經紀公司經紀人艾瑞克•庫恩（Eric Kuhn）就是其中之一。25歲的庫恩說，我們力圖幫助客戶瞭解，社交媒體並不僅僅是宣傳。

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.

庫恩最近與位置社交網絡媒體Foursquare簽了約。Foursquare總部位於紐約，擁有2,000萬用戶，他們可以在各種不同的地點“簽到”。Foursquare媒體合作總監喬納森•克勞雷（Jonathan Crowley）說，公司將與UTA共同合作，與LiveNation等演唱會宣傳公司建立合作關係。克勞雷說，市場研究表明，很多去看演唱會的人都沒有門票，他們只是尾隨朋友而來。如果沒有票的觀衆在演唱會會場外“簽到”，那麼演唱會公司就能把餘票賣給他們。