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Organizational Voice
 

Organizational Voice

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Understand the basics for creating, managing, and implementing unique and consistent online organizational voice strategy to improve conversions, connect with new constituents, engage in more ...

Understand the basics for creating, managing, and implementing unique and consistent online organizational voice strategy to improve conversions, connect with new constituents, engage in more conversations, improve your online reputation, and more ...

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    Organizational Voice Organizational Voice Presentation Transcript

    • Organizational Voice
    • Overview• One of the most sought after elements of Social Media Networking is theestablishment of Web-based communication channels with large groups ofconstituents.• Whether each channel is a podcast, blog, Twitter account, Facebook profile, or atraditional e-mail newsletter, organizations are coming to realize the power in beingable to communicate and converse frequently with no distribution costs to millions ata time.www.fpov.com
    • • This capability has driven the need to create an organizational voice that can be usedto engage in a conversation or simply disseminate information to a chosen group ofpeople.• We have now learned that for this unique voice to be effective, it needs to have ahumanistic tone and feel.• It is no longer effective for this communication to be conveyed or interpreted ascorporate speak.www.fpov.com
    • • Your voice must be authentic and intriguingbut down to earth and direct.• Your voice must be authentic and intriguingbut down to earth and direct.• It can no longer be solely self-serving.• In order to entice the audience ofreaders/listeners to invest their “in-demand”mind share, the stream ofconversation/information must hit home ina clear, interesting, and valuable way.• It can no longer be solely self-serving.• In order to entice the audience ofreaders/listeners to invest their “in-demand”mind share, the stream ofconversation/information must hit home ina clear, interesting, and valuable way.www.fpov.com
    • • To this end, one might ask, “Is it wholly wise to invest the necessary resources intobuilding a powerful, effective organizational voice?”• Supporting case studies and research have proven and supported this tool repeatedlyand absolutely across a myriad of industries encompassing businesses large andsmall.• These successes are rooted in rewards such as brand equity, revenue increase, andimprovements in online reputation.• Ultimately with rewards being so great and risks at a relative high level, this socialtool demands a process strategy with the best opportunity for success whilemitigating any foreseen risks.www.fpov.com
    • Create at least one profitable voice channel• The voice you create and maintain is all about building an ongoing connection andconversation with a constituent group.• We want to at least be able to do this in a financially feasible way, meaning at somepoint there must be a call to action or engagement that is easily executable andquantifiable.11www.fpov.comGoals
    • Institute a process for managing the creation and discovery of content to provide• Because sharing compelling content is one of the major keys to providing value, weneed to prove we have a process in place to gather and create it.• This will drive readership and maintain social relevancy organically.www.fpov.com22Goals
    • Choose a team of people that can support and monitor the voice long term• If you are going to establish and sustain a long-term organizational voice channel,you must have a team of people ready to create, edit, promote, and measure iteffectively and consistently.• This team must be able to integrate and accomplish these tasks as a normal part oftheir job and not become overwhelmed allowing things to fall by the wayside.www.fpov.com33Goals
    • Develop policies and guidelines for delivering the voice in a low risk waySo your organizational voice channel is not dependent on only a few contributorsmaking heroic efforts, it should be implemented with clearly written assignmentguidelines and directives that spread involvement and ensure consistency amongeven the newest members of the team.www.fpov.com44Goals
    • Gain ability to measure and analyze outcomes of establishing and maintaining thevoice• We need to be able to analyze the effectiveness and market penetration of the voicechannel.• This includes being able to gauge the strengthening of customer relationships, driveaction when requested, and understand the impacts on branding.www.fpov.com55Goals
    • Process DescriptionStudy potential constituents to establish conversation with, what their preferredmethods of communication will be, and the content stream that would be valuable tothem• It is not a good policy to guess or assume what your constituent audience mightwant to receive, or what channel is best for them.• You can do a formal survey or simply call a handful of target audiencerepresentatives and have an ad hoc discussion with them.• Ask them what content sources they like most or would like to see, and whatbenefits they wish to derive from accessing such content.• This will provide an understanding of the types of content they value.Step 1www.fpov.com
    • • Also study what percentages use which channels ofdistribution so you are aware of the mostly highlytrafficked avenues for the type and style of content youplan to produce.• This type of research on the front end can dramaticallyshorten your learning curve to success.• Also study what percentages use which channels ofdistribution so you are aware of the mostly highlytrafficked avenues for the type and style of content youplan to produce.• This type of research on the front end can dramaticallyshorten your learning curve to success.Study potential constituents to establish conversation with, what their preferredmethods of communication will be, and the content stream that would be valuable tothemwww.fpov.comProcess Description Step 1
    • Additional thoughts to consider:• Ask constituents the one thing you could provide that would make them read yourcontent every time – then provide it if possible.• Clearly identify the unique content mix of elements that would lock them in.• Dell is effective with coupons JetBlue offers airfare discounts, Whole Foods deliversrecipes, and Zappos keeps its base current on new styles and trends.www.fpov.comProcess Description Step 1
    • Additional thoughts to consider:• Outside the retail world, the IRS keeps its audience lured by providing changes to taxlaws, and ET delivers the latest insight into the lives of famous people and celebrities.• Reviewing these examples and others will serve to determine which trends in contentyour audience will tune in to follow most.• Be sure to study what competitors are doing to establish and promote theirorganizational voices.• By observing their progress, you will find patterns to apply and replicate, faults toavoid, or ways of differentiating your content and related offerings.www.fpov.comProcess Description Step 1
    • Additional thoughts to consider:• It is a HUGE mistake to create one organizational voice to cover all bases and be acatch-all for audiences that are dissimilar.• This will force you into a situation where you deliver fragmented content to multiplechannel groups and simply dilute the value of your voice.• If applicable, create multiple separate voices across a mix of channels so you canfocus content appropriately.www.fpov.comProcess Description Step 1
    • Choose the appropriate channel(s) to deliver the voice• A tragic mistake some companies make is choosing a channel that is not a goodmatch for the audience.• An example would be using Twitter to address an audience that is not computerliterate and has a comparably low adoption rate of the platform.www.fpov.comProcess Description Step 2
    • • Blogging is great for topics that require a page or two ofcontent, but if your audience has no time or patience toread it all you are wasting your time.• You are going to invest lots of time and energy in createcontent and support for your channel(s) so be sure tochoose wisely on the front end.• Blogging is great for topics that require a page or two ofcontent, but if your audience has no time or patience toread it all you are wasting your time.• You are going to invest lots of time and energy in createcontent and support for your channel(s) so be sure tochoose wisely on the front end.Choose the appropriate channel(s) to deliver the voicewww.fpov.comProcess Description Step 2
    • Additional thoughts to consider:• The type, frequency and desired impact of your content will have to be consideredinto the equation.• If you want to deliver a constant stream of resources and comments, Twitter is theway to go. If you want to deliver editorials and explanations of happenings in theindustry, blogging might be best.• If you have content you wish to go viral and be shared many times over, you mayconsider using video.www.fpov.comProcess Description Step 2
    • Additional thoughts to consider:• If you want to drive specific actions from the voice you are creating, time is a keyfactor.• Twitter for instance, can be used as a real time news stream people will be able toread soon after a post is made.• If you send an email or blog post however, you will find that people sometimes takedays to read the content.• To this end, running a 24-hour special through a blog makes little sense whereasTwitter would produce a quick turnaround.www.fpov.comProcess Description Step 2
    • Additional thoughts to consider:• The content created for each channel differs in ways that is not alwaysinterchangeable.• At times, blogging is attractive because the content created can be used in otherplaces.• Twitter posts however, are much more specific and not as portable.• A more versatile medium is video clips which can be used across multiple platformsand have a longer life than blog posts in some cases.• Keep this in mind when making your decisions on the channels you want to support.www.fpov.comProcess Description Step 2
    • The outcomes of this organizational voice process can vary widely depending on how orwhy the voice is being used. This being said, there are a number of outcomes that willbe common to all organizations:• Each channel of the voice should provide a clear return on investment in somemeasureable way• A new electronic connection with constituents that provides the ability to strengthenrelationships, expand branding, and drive new revenue A process for producing theorganizational voice that is supportable long term, and a low investment of resources• A higher level of value created so the volume of constituents is increased throughorganic e-word of mouth referrals• A system for producing the voice that is safe and secure so that the organization isnever embarrassed publicly by errant comments or contentwww.fpov.comDesired Outcomes
    • Teaching Technologyto the Non-Technology Leader.Technology never stops evolving and we never stop following it. Led byinternational technology speaker Scott Klososky, we’re a teamrelentlessly focused on capturing and translating ways organizations canuse technology to win markets, adapt cultures, and remain ahead of thecurve for years to come. From public and private workshop tracks to full-scale organizational technology assessments and digital outreachblueprint strategies, we’ve got enterprise technology growth covered.Take a closer look at:www.fpov.com(405) 359-3910info@fpov.comvision you can use