ABS-CBN mining social media accounts of stars

ABS-CBN Corporation is putting more focus on generating revenues from social media as advertisers have been allotting a growing share of their expenditures to non-traditional media.

The country’s leading media and entertainment company has launched Stellar, its celebrity social media marketing agency that will help brands amplify their online presence and engage with their target audiences by leveraging on celebrities’ online personas through social media.

"As a leader in the digital space, we would like to set up the industry standard on how brands and influencers mutually benefit as they work together in engaging their audiences,” said ABS-CBN chief digital officer Donald Lim.

He added that “we offer a standard measurement and pricing model so we give credit where credit is due, and ensure all stakeholders in the social media ecosystem are taken care of in this entire process.”

Stellar, the first of its kind in the country, will empower social media campaigns for products and services through Star Magic’s more than 230 artists and their Facebook, Twitter, and Instagram accounts.

Using different contextual social listening features, Stellar will determine the fit of the artists' persona to the needs of brands, and help them connect with their desired target audience via social media.

The pricing for each social media campaign will be determined by Navi Score – a new scheme revolutionized by Stellar – which is the combined Digital Score and Star Score of an artist.

The Digital Score reflects an artist’s reach, engagement, and number of social media mentions on Facebook, Twitter, and Instagram, while the Star Score is calculated based on an artist’s latest TV projects, movie projects, and last and current endorsements.

Stellar’s services also extend to other ABS-CBN digital properties as it will amplify the reach of its brand campaigns by utilizing the social media accounts of ABS-CBN, Star Magic, “ASAP 20,” ABS-CBN Sports, and entertainment website PUSH.

And to effectively measure a campaign’s success, Stellar will provide clients with thorough and complete analytics to measure the overall success of a campaign, and gauge the sentiments and reactions of people online.