Celebrity and marketing go way back. That said, yesterday's celebrity endorsements are giving way to something more complex, sometimes complementary, and sometimes competitive -- witness classic alcohol brands fighting for shelf with Barrymore Pinot Grigio (Drew Barrymore), Mansinthe (Marilyn Manson), and 901 Tequila (Justin Timberlake). Celebrities are in familiar water with social networking, having long created content and acquired fans. Yet that relationship is changing too, as for some, setting up Facebook pages gives way to building their own communities in the same way they've built brands. The best example of this today is Jermaine Dupri and his new social networking community Global 14. Later this month to explore this initiative, I'll be sharing the stage with JD (never thought I'd type those words!). Here's a sample of what we'll discuss at the Forrester Interactive Marketing Summit in London:
CO: What made you decide to set up your own social network, as opposed to using public tools like Facebook?
JD: I wanted and needed to speak to the millions of people who have been listening to my music for the past 20 years. As I studied the power of the “celebrity follow,” I decided that Facebook didn’t sound like what I was looking for. I wanted my own community where I could tap into the power of the celebrity follow. The difference between creating your own community and finding friends on someone else’s network is like night and day. My own network is a place where being a member really matters – a place that is just as much yours as it is mine.