Ric Dragon

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Ric Dragon

  1. 1. Ric Dragon, CEO, DragonSearch - @ricdragonBrand Voice and Personality:Cultivating Better Conversations on Facebook@ricdragon
  2. 2. Twitter: @ricdragon
  3. 3. Twitter: @ricdragon
  4. 4. Twitter: @ricdragon
  5. 5. • Photo of a customer persona board – but talk about how we need to do this for the brand itself too
  6. 6. Excitement Sophistication Competence Sincerity Ruggedness@ricdragon
  7. 7. Personality Trait Facets Attributes Sincerity Down-to-earth Down-to-earth Family-oriented Small-town Honest Honest Sincere Real Wholesome Wholesome Original Cheerful Cheerful Sentimental Friendly Excitement Daring Daring Trendy Exciting Spirited Spirited Cool Young Imaginative Imaginative Unique Up-to-date Up-to-date Independent@ricdragon Contemporary
  8. 8. Brand Voice • Maven • Passion • Community • Promotional Voice • Others?@ricdragon
  9. 9. @ricdragon
  10. 10. @ricdragon
  11. 11. The Brand Voice Document@ricdragon
  12. 12. General target audiencesThe main target audiences for {client} are:• Our industry peers in digital marketing• Senior marketers• Potential employeesIn most cases, we would be speaking on anadvanced marketing level. There are some cases,and some platforms, in which we may be speakingin a more introductory level. We would also speakdifferently on different platforms in general, whichwill be discussed below in the platform-specificsection.
  13. 13. What we do NOT doWords to avoid:• Guru• Expert• NinjaWe do, however, have expertise.• DO NOT “go negative” or get snarky. We don’t complain about what we don’t like. We keep it positive.• ANYTIME we are referring to an incident in which people have been hurt or killed, we will always do so with great respect for the feelings of people.• We do not speak on political issues, unless it has been cleared within the organization.
  14. 14. Different Platforms• Facebook – will be used to speak to all of our audiences – but as it is meant to show potential employees the nature of our organization, we would have more fun in this space, as appropriate.• Twitter – we share industry knowledge, and engage in light banter. We should never appear to be “beginners.” Our Twitter account will also celebrate our employees, clients, and other people in the industry. When speaking of employees or internal events, and when space permits, we use the #usDragons hashtag.• LinkedIn – should be more professional in nature than all of the other platforms.• Pinterest – we should use images that help to reflect a story of a smart approach to digital marketing.• Blog – our blog should be intelligent and thoughtful.
  15. 15. Thank You!Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon

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