Rare Communications Social Media Summer School презентация

voice?
Next week overview
Questions

Todays session will cover:

meet potential customers, every business needs to have a social media presence. It’s simply not enough to have social media sites up for your business, without a clear strategy for social media use, your business will struggle to get the customer engagement levels and increased sales you’re looking for.

What?
• what are my goals?

Where?
• where will my business be?

How?
• how will I measure impact?

Who?
• who will create the posts?

Why?
• why is my business on social media?

When?
• when will I post?

to accomplish with social media, you are unlikely to achieve anything at all because your efforts will be scattered or aimless.

Start by writing down at least three social media goals for your business.

does my business fit the type of content?

Where will my business be?

Based on your unique audience, determine how large you want your social media presence to be?

Competitors?
• which social networks are your competitors on? Strengths? Weaknesses?

data that measures specific metrics to ensure you are on the right path.

Reporting
• create a custom excel template

dedicated to social media?

Who will create the posts?

Will you create the posts or will you have a dedicated staff member?

Training
• you may need to train/educate
• will you need to monitor staff?

to do on social media?

I post?

Based on your audience and social networks, choose the best time to post for optimal impact.

Consider Using A Tool
• HootSuite optimal impact feature
• other analytics tool

my audience?

Based on last weeks data, determine who is your audience.

B2B or B2C
• B2B: LinkedIn, Twitter, Google+
• B2C: Twitter, Instagram, Pinterest, YouTube, Google+, Facebook

photos, statistics or data, link to an old blog post, questions, link to a guest post, branded image, infographics, product photos, helpful resource, Slideshare presentation, link to case study, ask for reviews/testimonials, fan photos, recommend a tool, share a favourite book, a day in the life post, recommend your favourite product, share tips, provide a recommendation, fan of the month, odd holidays.

What can I offer?

What types content?

Pinterest, YouTube, blog

What are my limitations?

Ensure that you aren’t bringing too much on by determining your time, effort and money.

Money
• smaller amount: Twitter, Instagram, Google+, LinkedIn
• larger amount: Facebook, Pinterest, YouTube, blog

can be lively, positive, cynical, or professional.

Voice & Tone

Essentially, there is one voice for your brand and many tones that refine that voice. Voice is a mission statement. Tone is the application of that mission.

Tone
• a subset of your brand’s voice. Tone adds specific flavour to your voice based on factors like audience, situation, and channel.

kind of words do you use in conversations?
Purpose: why are you on social media in the first place?

Voice & Tone

Together, these four areas can help define the overall voice of your brand.

out?

How To Find Your Voice

The three C’s of a brand voice.

Community
• listening can reveal how your community speaks and can help you speak easier with them and to them

Conversation
• personality and authenticity are key here
• what do you want to add to the conversation?

a customer-centered approach to voice and tone, involving its audience in as many ways as possible through photos, contests, questions, and more.