What it takes to be Stellar?

In these times, the power, reach and impact of social media can no longer be denied. Almost every aspect of people’s day-to-day lives is not just touched, but ruled by social media.

Even those of us in show business have become creatures of social media. Practically every star or celebrity has a Facebook, Instagram or Twitter account that they use to express themselves and keep people updated on what’s going on in their lives. There’s a downside to it, too, with all the bashers and critics, but it’s one of the things we have to live with.

Given this scenario, ABS-CBN came up with Stellar, a social media marketing agency for celebrities. The first of its kind in the country, it will empower social media campaigns for products and services through the Star Magic artists. Initially, it will service the almost 300 artists of Star Magic, including Kathryn Bernardo (who remains to be one of the most followed celebrities in the country with over five million followers on Twitter and 2.6 million followers on Instagram). 

Eventually — and if they are interested — Stellar will also reach out to service other Kapamilya stars who are not Star Magic artists, but who are also heavy social media influencers, like Anne Curtis, Vice Ganda and Bianca Gonzalez. 

“What Stellar will basically do is that we will take care of the social media accounts of our celebrities,” explains Richard Reynante, head of the network’s Digital Content Publishing division. “It will be a co-management, which means they (the celebrities) will still own the accounts. We won’t own them, but we will help them grow their communities.”

Part of the plans is to introduce the concept of a NaviScore. NaviScore is 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.

Explains Reynante: “This is a proprietary tool to measure their social media accounts, specifically the engagement that they do on social media, what the people are saying about their posts — put them all together, and it becomes a score.”

The NaviScore is important. “With that, and because we have that number already, we could price the social media value of the celebrity accordingly and fairly,” adds Reynante. 

“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. 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,” says ABS-CBN chief digital officer Donald Lim.

Stellar’s services will 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.com. 

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.

To know more about Stellar, like www.facebook.com/stellar.abscbn or follow stellar_phils on Twitter and stellarphils on Instagram.