defining your social brand online

Defining Your Social Brand Online

AJ GerritsonFounding Partner

617.986.0224

aj@451marketing.com

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

aj@451marketing.com

linkedin.com/in/ajgerritson

@ajgerritson

www.451Marketing.com

Defining Your Social Brand Online