Voiceby Emilee Smith

Syracuse UniversitySI Newhouse School of Public Communications

Definition.“Voice: Your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional.”

“Tone: A subset of your brand’s voice. Tone adds specific flavor to your voice based on factors like audience, situation, and channel.”

-Kevan Lee

Lee, Kevan. “The Best Examples, Questions, And Guides to Find Your Social Media Marketing Voice.” Fast Company.com. 1 December 2015. Web. http://www.fastcompany.com/3029356/work-smart/the-best-examples-questions-and-guides-to-find-your-social-media-marketing-voice

Figure 1: “Social Media Brand Voice” chart taken from http://www.fastcompany.com/3029356/work-smart/the-best-examples-questions-and-guides-to-find-your-social-media-marketing-voice

Voice in Social Media-Often gets overlooked

-Like public relations, difficult to track

(qualitative)

Figure 2: “Know Your Brand Voice” from soulseedmedia.com

Jiang, Hua. “Lectures.” Public Relations Theory. 2015. Lectures.

-Can be identified in:

1. Original Content2. Responses

-Can be used to reach specific publics

-People feel like your brand is more genuine

-Humanizes your organization

-Creates and facilitates conversation

Public Relations Necessity

Figure 3: Image from media.muckrack.com

Reff, Caroline. “Lectures.” Advanced Public Relations Writing for Digital Platforms. 2015. Lectures.

Marketing Necessity-Break through the noise

-People are more likely to purchase from companies they feel a connection with

-Can gain recognition for distinct voice“It seems that you have two choices – focus on nobody saying anything about you online with the goal to avoid anything bad being said, or join a platform that allows for your authentic voice to be heard – and more importantly, a place to let your fans tell the community how great you are.”

--Barnett, Scott. “Your Best Marketing Tool is Your Authentic Voice.” 30 November 2015. Web. http://www.business2community.com/marketing/smbs-best-marketing-tool-authentic-voice-01177625#sbCp3j3Z7bT64qF1.97

Chobani(Example #1)

Chobani Break Down-Greek Yogurt Company estab. 2007

-Olympic Sponsor

-Social Media: Twitter, Facebook,

Website, Instagram and YouTubeFigure 4: Image taken from http://chaseusgovernment.wikispaces.com/file/view/HE_Chobani-Giveaway_s4x3_lead.jpg/360619158/376x276/HE_Chobani-Giveaway_s4x3_lead.jpg

Chobani.com. 29 November 2015. Web. www.chobani.com

Chobani Voice-Especially prevalent on Twitter

-Funny, simple

(Example #2)

Figure 5: Ihop logo taken from Twitter.com

Background-Established in 1958

-Restaurant chain that serves breakfast food

-Reputation for appealing to an older demographic and families

-Social Media: Twitter, Facebook, Instagram and Website

Ihop.com. 30 November 2015. Web. www.ihop.com

Figure 6: Image taken from http://thepennywisemama.com/wp-content/uploads/2012/10/ihopgc.png

Voice Make-over-New voice for new public

-Attempt to reach younger demographic

-Adapted a “hip” voice

-Simplified and “dumbed-down” its language to appear more casual

Mosbergen, Dominique. “IHop Tweeted a Joke About Breasts. It Didn’t Go Well.” 29 November 2015. Web. http://www.huffingtonpost.com/entry/ihop-tweet-breast-joke_56249e61e4b08589ef47eacb

Negative Criticism

“...sounds an awful lot like a teenage hip-hop fan” --Adweek

Mosbergen, Dominique. “IHop Tweeted a Joke About Breasts. It Didn’t Go Well.” 29 November 2015. Web. http://www.huffingtonpost.com/entry/ihop-tweet-breast-joke_56249e61e4b08589ef47eacb

Rosamond Gifford Zoo(Example #3)

Background-Founded in 1914

-Non-profit organization

-Located in Syracuse, NY

-700 animals

-Focused on conservation efforts

-Social Media: Facebook and Twitter accounts as well as website

Rosamond Gifford Zoo. 1 December 2015. Web. http://rosamondgiffordzoo.org/

Figure 7: Rosamond Gifford Zoo logo taken from Twitter.com

Zoo VoiceHappy and upbeat (positive)

Self-promoting

Conclusion and Takeaways1. Voice is necessary for both marketing and public relations.

2. Although always prevalent, it has become much more important due to the rise of social media.

3. Organizations must develop and maintain their own unique voice

4. A positive choice of voice can help and elevate your organization while a negative voice can prove harmful.

5. It is important to listen socially to how your publics are responding to your chosen voice.

Barnett, Scott. “Your Best Marketing Tool is Your Authentic Voice.” 30 November 2015. Web. http://www.business2community.com/marketing/smbs-best-marketing-tool-authentic-voice-01177625#sbCp3j3Z7bT64qF1.97“Brand Voice” Image. Soulseedmedia.com. 7 December 2015. Web. http://www.soulseedmedia.com/wp-content/uploads/2014/04/brand-voice.pngJiang, Hua. “Lectures.” Public Relations Theory. 2015. Lectures.Lee, Kevan. “The Best Examples, Questions, And Guides to Find Your Social Media Marketing Voice.” Fast Company.com. 1 December 2015. Web. http://www.fastcompany.com/3029356/work-smart/the-best-examples-questions-and-guides-to-find-your-social-media-marketing-voiceReff, Caroline. “Lectures.” Advanced Public Relations Writing for Digital Platforms. 2015. Lectures.

SourcesBarnett, Scott. “Your Best Marketing Tool is Your Authentic Voice.” 30 November 2015. Web. http://www.business2community.com/marketing/smbs-best-marketing-tool-authentic-voice-01177625#sbCp3j3Z7bT64qF1.97

“Brand Voice” Image. Soulseedmedia.com. 7 December 2015. Web. http://www.soulseedmedia.com/wp-content/uploads/2014/04/brand-voice.png

Chobani.com. 29 November 2015. Web. www.chobani.com

Elizabeth, Heather. “Branding Best Practices: Chobani’s Social Impact.” Socialmediatoday.com. 29 November 2015. Web. http://www.socialmediatoday.com/content/branding-best-practices-chobanis-social-impact

Jiang, Hua. “Lectures.” Public Relations Theory. 2015. Lectures.

Ihop.com. 30 November 2015. Web. www.ihop.com

“Ihop Profile” Image. Pbs.twimg.com. 7 December 2015. Web. https://pbs.twimg.com/profile_images/605213729677053953/oRZGvFQR.jpg

Lee, Kevan. “The Best Examples, Questions, And Guides to Find Your Social Media Marketing Voice.” Fast Company.com. 1 December 2015. Web. http://www.fastcompany.com/3029356/work-smart/the-best-examples-questions-and-guides-to-find-your-social-media-marketing-voice

Sources Continued...Mosbergen, Dominique. “IHop Tweeted a Joke About Breasts. It Didn’t Go Well.” 29 November 2015. Web. http://www.huffingtonpost.com/entry/ihop-tweet-breast-joke_56249e61e4b08589ef47eacb

Mrdailyimage.media.muckrack.com. 7 December 2015. Web. http://media.muckrack.com.s3.amazonaws.com/mrdaily/images/2015/02/26/shutterstock_209598916.jpg.700x700_q85_autocrop.jpg

Reff, Caroline. “Lectures.” Advanced Public Relations Writing for Digital Platforms. 2015. Lectures.

Rosamond Gifford Zoo.1 December 2015.Web. http://rosamondgiffordzoo.org/

“Ihop Profile” Image. Pbs.twimg.com. December 2015. Web. https://pbs.twimg.com/profile_images/605213729677053953/oRZGvFQR.jpg

Westergaard, Nick. “The Role of Brand Voice in Social Media at Chobani.” Brand Driven Digital.com. 28 November 2015. Web. http://www.branddrivendigital.com/the-role-of-brand-voice-in-social-media-at-chobani/