Your Brand's Social Tone of Voice: How to Create a Unified Voice in Social Media

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Read the accompanying blog post on the 360i blog: Read the blog post here: http://blog.360i.com/social-marketing/brand-social-voice

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Your Brand's Social Tone of Voice: How to Create a Unified Voice in Social Media

  1. 1. Your Brand’s SocialTone of VoiceHow to Create a Unified Voice in Social MediaRosie Siman, Senior Strategist & Cultural Curator@rosiesiman / rosiesiman.com / thetuesdayten.comRead the blog post here: http://blog.360i.com/social-marketing/brand-social-voice©2012 360i LLC.A L L R I G H T S R E S E RV E D .
  2. 2. A well-defined brand voice helps make content sticky PERSONALITY TONE LANGUAGE CONTENT You’ll want to make sure Tone may change based on Personality and tone can be It’s not just what you say you’re authentic – but by content or audience, but interpreted differently. and how you say it, but outlining personality traits those changes should be Setting linguistic guidelines what you share. Definingand acting more like a person nuance – An overarching will help all content creators your brand’s social tone of and less like a corporation, tone will set the stage of have specific rules they can voice will help setyou’re giving your community how you behave. check themselves against. standards for content a reason to engage. creation and curation.Snarky Bold Irreverent Your Cooler, Funnier Wingman Style Guru Perky Down To Earth©2012 360i LLC. All Rights Reserved. 2
  3. 3. How does a brand voice manifest socially? Brands, like people, should adjust their voice depending on who you’re talking to and where the conversations are taking place. IS IS NOT An attitude Fractured A filter Fake Flexible Complicated Personal style All-encompassing Unique, but natural A set of words Semantics Pre-approved responses A point of view A Britney medley at a Phish concert One part of a bigger picture Forced Capitalization & punctuation Rigid Accessible Complete The secret sauce Representative©2012 360i LLC. All Rights Reserved. 3
  4. 4. Start with inspiration Have your core team identify inspiration from other brands, but also from within.1. A social tone of voice shouldn’t be 2. Look externally and identify 3. In social media, it’s important to a complete 180. Ask employees and other brands that you feel have act like a person instead of apeople working with the brand to share nailed it. corporation. Identify a muse for your their favorite pieces of existing brand – someone you can look to for • What elements do you like?communication & those that they inspiration for both personality traits & • How is it received by their audience? feel are most representative of the • How does their voice change by linguistic cues. brand – from status updates and platform? tweets to brochures to internal • How do they showcase their brand employee communication. personality through language? ©2012 360i LLC. All Rights Reserved. 4
  5. 5. Workshop the solution You’ll want at least 3 people and no more than 40. If you have more than 10 people, split into groups of no more than 10. Guide participation through questions that will provide inputs for a guide. BRAND 101 How would employees describe your brand? How would competitors describe your brand? What’s your brand truth? AUDIENCE Who are you talking to? How does this differ based on platforms? How do they perceive your brand? PERSONALITY What personality traits does your muse have that your brand should aspire TRAITS to? How do they change their personality based on who they’re talking to? LINGUISTIC If your muse is a celebrity, consider printing out scripts from a movie/show they’ve been in so that people can identify linguistic cues. How does your muse CUES speak? Does he/she have a catch phrase? Do they use slang or are they a bit more formal? TIP: Know where you’re going before you get there. Work with your community manager(s) and strategist(s) to set a tone for the day and to have an idea of the direction you want to go in.©2012 360i LLC. All Rights Reserved. 5
  6. 6. Creating a guide Keep it short and sweet. 1 Give just enough detail for people to feel like they have something to follow, but don’t overwhelm as too many guidelines can limit creativity. Make it pretty. 2 You’ll want something that community & content managers, and even brand managers, will want to keep on their desks. Designate a leader – and empower them. 3 While many people should participate in the workshop, you’ll want a core team of 2-3 who will lead the development of the voice and the output document. Include examples. 4 Develop sample content that’s written within the new social tone of voice. Point out which personality traits were used and linguistic cues referenced for easy understanding.©2012 360i LLC. All Rights Reserved. 6
  7. 7. About 360i 360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marking communications – one where brands and consumers engage in interactive and multi-directional conversations. In 2010, AdAge named 360i to its prestigious Agency A-List. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and Diageo, among others. For more information, please visit www.360i.com or follow us on Twitter @360i.©2012 360i LLC. All Rights Reserved. 7
  8. 8. blog.360i.com

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