A couple of months ago I noted the social media prowess of Katy Perry. I was impressed then and I’m even more impressed today. Her social team is absolutely killing it!
Perry scored huge social points with her fans when she recently “crowdsourced” a video to launch her new “Prismatic” concert tour. Fans were asked to shoot a quick video explaining why their city is prismatic. (brilliantly colored I guess)
Show Katy Perry Your PRISMATIC City! Katy is preparing to announce the North American dates of her PRISMATIC WORLD TOUR. Post an Instagram video showing her what makes your city PRISMATIC using #PrismaticCity AND you might be in her tour announcement video, too! What makes your city special? Favorite landmarks she must see? Maybe it’s YOU! Show her on Instagram.
Here is the original announcement that was posted on Facebook:
She also posted an announcement of the promotion on Twitter to her 50 Million followers:
— Katy Perry (@katyperry) January 8, 2014
When the promotion was posted on Instagram it received 155,000 likes!
A week later, she made the official tour announcement on Instagram with a quick peek at the compilation.
Here’s the full announcement video that was posted both on YouTube and on her Facebook page.
After the tour announcement was made, one of Perry’s fans saw they were included in Perry’s announcement video and went nuts and posted this on Instagram:
Now…here comes the best part. This is where most brands, entertainers, celebrities, sports teams and athletes miss the mark. Katy Perry gave this fan the ultimate surprise and delight. She gave him a shoutout to her 50 Million followers on Twitter!
— Katy Perry (@katyperry) January 16, 2014
Then to top things off, she monetized the entire promotion.
Katy Perry didn’t spend $350,000 on a 30 second spot on American Idol. She didn’t blow a small fortune of $4 Million bucks on a Super Bowl commercial (not including production costs). No,instead, she activated her fan base and probably spent close to nothing to do this.
People always ask where the ROI of social media is. They ask that question because they don’t know how to activate their audience. They ask that because their audience doesn’t care what they have to say. They ask that because they haven’t as of yet figured out that social media isn’t for them.
You want social media ROI? Stop pushing out bad content that nobody cares about and start giving your audience what matters to THEM!