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Defining Your Social Brand Online
AJ GerritsonFounding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
#451Workshop
Social Media 101
Defining Your Social Brand Online
Creating and Executing a Social Plan
451 Marketing Social Media Series
FACT:
Effective Social Media
Strategies Begin with
the Right Voice
Today’s AgendaI. Social Media Brand Voice – Persona,
Tone, Language, Purpose
II. Speaking Through Your Brand Voice
III. Creating a Consistent Presence Online
I. Determining Brand Voice
Character/Persona Tone
Language Purpose
Social Media Brand Voice
Friendly PlayfulWarm Authoritative
Inspiring Professional
Personal HonestHumble Direct
Clinical Formal
Complex Simple
Savvy Jargon-heavy
Insider Fun
Serious Whimsical
Engage EntertainEducate Delight
Inform Sell
Enable Amplify
Social Media Explorer, 2011
Character/PersonaHow does your brand sound?
Friendly Playful
Warm Authoritative
Inspiring Professional
Character/PersonaWho does your audience want to hear from?
Q: Is my persona an “I” or a “WE?”Character/Persona
I WE
Is there well known figurehead or personality who can speak for your brand
(or, do you want to establish one?)
TEAMBRAND
Q: Is my persona the brand itself or the team behind the brand?
Character/Persona
ONE MANY
Q: Do I have the need/resources for more than one persona?
Character/Persona
ToneWhat tone do you use with your audience?
Personal Honest
Humble Direct
Clinical Formal
Tone
Formal Personal
LanguageWhat kind of words do you use in your communications?
Complex Simple
Savvy Jargon-filled
Insider Fun
Serious Whimsical
Serious
Language
Whimsical
Jargon-heavy
PurposeWhy are you on social media?
Engage Entertain
Educate Delight
Inform Sell
Enable Amplify
Purpose
SellEngage
• This: Break out the biscuits and celebrate! The Dog Days Sale is here – what pet products are you stocking up on?
• Not This: Don’t miss the Dog Days Sale, unless, of course, you don’t love your dog
Character/PersonaCasual, Playful, Inspiring
• This: We love our dogs –which is why we love the Dog Days Sale. Get Everything you need for your best friend today!
• Not This: We have the best sale in the world! Buy now or miss out.Tone
Personal, Honest, Humble
• This: Our Buy One, Get One sale is the cat’s meow! Stock up now on our favorite kitty treats, toys, and essentials.
• Not This: We have lots of fab stuff for you and your kitten. Be ITK on our BOGO sale.
LanguageSimple, Fun, Savvy
• This: Our Breed of the Week is Wire Terriers. Bring yours in & we’ll take a pic for our wall of fame. What’s your favorite breed?
• Not This: We think Wire terriers are the best. Send us a pic.Purpose
Engage, Delight, Entertain
Social Media Explorer, 2011
II. Speaking Through Your Voice
Be Transparent
Keep in Mind Confidentiality
Correct Mistakes and Misinformation
Give Credit Where Credit is Due
Check out our latest blog post by @maxesilver "Not -So-Quiet Riot: Why Boston’s #RubyRiot Was a Success" http://ow.ly/4Zn3D
@451Heat
Credit the Source
Be Respectful
When in Doubt, Ask!
III. Creating Consistent Presence Online
Establish Your Brand
Just Like a Storefront,
Important to Create a Branded Identity on Social Media
Facebook Branding
Cover Photo
Gives you the opportunity to get creative and further extend your brand experience for Facebook users.
Timeline Apps and Tabs
“About” Section
Links
to Other
Properties
Consistent
Logo & Info
Consistent
Branding
Twitter Branding
Consistent Branding
Consistent
Imagery
Consistent
Information
Google+ Branding
Questions?
Integrated Communications Campaigns
The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.
– Founded in 2004
– 30 Communications Professionals Based in Boston
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011 & 2012
AJ GerritsonFounding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
Defining Your Social Brand Online