Finding Your Rhonda

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Learn how to find a social voice for your brand. I share how AARP's social team discovered Rhonda.

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Finding Your Rhonda

  1. 1. Finding Your Rhonda Jen Lee Reeves Social Communications Trainer
  2. 2. Finding A Social Voice Finding Your Rhonda
  3. 3. Finding A Social Voice Finding Your Rhonda
  4. 4. Finding A Social Voice Finding Your Rhonda
  5. 5. Start Asking Questions • What’s our mission? • What are out goals on social media? • How do I want people to feel when they “talk” to our organization? • What makes us special? Finding Your Rhonda
  6. 6. Pick a Person Finding Your Rhonda
  7. 7. Pick a Person • What does she care about? • Where does she work? • What does she do for fun? • What does she want to do with you? Finding Your Rhonda
  8. 8. Find a Muse • • • • Oreo Disney Red Cross CharityWater Finding Your Rhonda
  9. 9. AARP Discovery Finding Your Rhonda
  10. 10. AARP Discovery Finding Your Rhonda
  11. 11. AARP’s Rhonda • Six people managing brand • They keep her in mind: – Wants to stay in the know – Bold – Fearless – Likes to help others Finding Your Rhonda
  12. 12. Examples of Social Voice Finding Your Rhonda
  13. 13. Examples of Social Voice Finding Your Rhonda
  14. 14. It Works After refocusing Facebook strategy on those core principles, and driving the content with great visuals, overall post reach went up by 93% the following quarter. (Comparing Q1 2013 vs Q1 2012) Finding Your Rhonda
  15. 15. How AARP Did It • • • • Decreasing Facebook posts Higher priority on visual content Engaging in fewer paid promotions Each post gets 59% more engagement than posts in the last 3 months of 2012 Finding Your Rhonda
  16. 16. Never Give Up Finding Your Rhonda

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