2014 PRSA International Conference Building Your Reputation Task Force.! Empowering Employees Online

Transcription

1 2014 PRSA International Conference Building Your Reputation Task Force Empowering Employees Online

2 Show a Human Face At Every Touch Point Brands have to communicate with customers through the channels of their choice.

3 Moving Beyond The Corporate Branding guide

4 Beyond The Corporate Branding guide

5 What Defines the Brand? Vision Personality Voice tone and style Messaging / content Accepted phrases Common use standards word spelling Imagery / photography / graphic elements Color palettes Typography Logo usage Brands are defined by the experience / expectations at every touch point.

6 What Supports the Brand Voice / Social Brand Voice? Web Content: (Managed on Site) Your home base Control content Published timely Branded materials Edited and approved Reflects messaging Social Outpost: (Greater Reach) Company presence Content you create Often repurposed Organic and growing Always changing Social Co-Created: (Build Brand Together) Rally around content Form relationships Created by supporters Includes UGC Community created

7 Who Should Be on the Reputation Task Force? PR professionals Corporate Communicators Marketing Team Members Others (IT, Admin, HR, Sales, etc.) Anyone who uses social media to build/protect a company s reputation.

8 What Does the Reputation Task Force Own? Building the human face Helping stakeholders understand the brand s core values through content development Learning the best ways to monitor and measure sentiment Growing the reputation task force team Living the brand experience online

9 Excerpts from an engagement

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18 Your Voice Through Different Channels Website: Created and Approved Social: Co-Created With Consumers Social: Outposts From You

19 What Qualities Make Up Your Social Media Brand Voice: Authentic Relevant Empathetic Generous Responsive Helpful Humorous (More) Informal Timely Persistent Grammatical Contextual

20 The Social Brand Voice is Planned & Communicated Internally First: Characteristic/Persona - Inspiring - Leader - Professional - Friendly Language - Savvy - Insider - Simple - Serious/Fun balance Social Media Brand Voice Tone - Personal - Honest - Helpful Purpose - Educate - Engage - Enable

21 The Social Brand Voice Across Platforms: Taking the time to develop your social brand voice will help make sure you sound like one unified brand across all platforms, with transparency, personality and a human face.

22 3 Key Steps to Developing Brand Ambassadors: 1.Identify your champions Survey / Informal interviews / Ideation 2.Train champions, with policy in place Internal collaboration 3.Engage your army Share messaging and content

23 Example of Brand Voice vs. Social Brand Voice Post of the Day Program on Facebook Brand Voice There's no formal definition for "natural" but the USDA allows the use of the term "natural" for certain meat and poultry labels. Social Voice If you re reading the nutrition label, looking for the term natural, here s what it really means

24 Example of Brand Voice vs. Social Brand Voice Post of the Day Program Facebook Brand Voice Our organization met with First Lady Michelle Obama on Thursday, January 26, in Tampa, Fla. to launch USDA s new food icon Social Voice What an exciting day We had the honor of meeting First Lady Michelle Obama on Thursday, January 26, in Tampa, Fla. to launch USDA s new food icon

25 Example of Brand Voice vs. Social Brand Voice Tweet of the Day Program - Twitter Brand Voice Social Voice You can see for yourself THE trusted site for healthy eating advice according is:

26 Example of Brand Voice vs. Social Brand Voice Tweet of the Day Program - Twitter Brand Voice Information about Autism and Diet #ASD Public/content.aspx?id=6815 Social Voice Did you know Approx. 1 in every 150 American children has autism? Here s info on Autism & Diet #ASD

27 The Social Media Policy / Your Social Voice Your Social Media Policy should: 1.Guide and direct proper participation. Protect brands and the people who participate. However, it does not: Prevent personality. Hinder connection with other human beings. Employees, with their unique voices, help create the social media human brand voice.

28 Policies Can Be Complex Teach Good Judgment

29 An Excellent Model to Follow: IBM Learning & Assessment

30 The Brand Voice / The Social Voice Measuring Sentiment for Reputation Management Using your keywords, sentiment can be monitored in the following ways: Compare fluctuations of positive, neutral and negative conversation sentiment on different social media platforms. Review audience emotion and tone of content during specific incidents. Analyze the sentiment of competitors in relation to your own, over a period of time.

31 The Brand Voice / The Social Voice Measuring Sentiment for Reputation Management Using your keywords and social media measurement platforms, sentiment can be monitored in the following ways: Watch influencer sentiment to make sure it remains positive. Track public sentiment over time and tie to other reputation indicators.

32 Recap: What Does the Reputation Task Force Own? Building the human face Helping stakeholders understand the brand s core values through content development Learning the best ways to monitor and measure sentiment Growing the reputation task force team Living the brand experience online

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34 Thank You. Questions?