Archive for the ‘brand voice’ tag
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
The answer to every data visualization isn’t an infographic.
“The key is focusing on what you’re trying to accomplish and then determining the best medium (hat tip to Marshall McLuhan).
Connecting with your audience, whether speaking to them on an emotional or intellectual level, will always trump marketing messages.”
Three Steps Towards Developing an Authentic Brand Voice in Social Media [from Social Media Today; written by Andrew Hutchison]
“The key is understanding your target audience, knowing what information they’re seeking – as opposed to the information you want to tell them – and communicating that in line with a consistent brand mission to guide the way, underlining your brand purpose with every interaction.”
Last week Mary Meeker’s 2014 Internet Trends report [KPCB] came out, and this week saw more great summaries of it, highlighting different areas of the constantly changing digital landscape. Check out: The 10 Internet Trend Charts You Need To See From Mary Meeker from B2B Marketing Insider, and Thoughts on Mary Meeker’s 2014 Internet Trends Report from Edelman Digital.
A few more good research reports also came out:
- 7 Social Media Trends for Marketers: New Research [from Social Media Examiner; written by Patricia Redsicker]
- Digital behaviour: generational differences [from We Are Social; written by Cat Millar]
- Want To Reach Millennials? ‘Social Dialogue Is Key’ [from PR Newser; written by Tonya Garcia]
- Why 61% of Consumers Unfollow Brands on Social Media [from Social Times; written by Kimberlee Morrison]
- How Top Charities and Non-Profits are Using Social Media [from Marketing Charts; written by staff]
There were also a lot of great pieces around Instagram out this week:
- How to Scale Your Brand’s Online Engagement Through Instagram Marketing [from Social Media Today; written by Michael Bird]
- Instagram User Generated Content Rocks Marketing Results [from Heidi Cohen]
- 4 Creative Ways Your Business Can Use Instagram [from Social Media Today; written by Deborah Sweeney]
- How Popular is Instagram With Youth? [from Marketing Charts; written by staff]
The industries that have moved more slowly to embrace the social media world have, understandably, been the more highly regulated industries such as law and healthcare. But as social has moved from what some saw as a quirky new marketing fad into a steady part of our daily lives, so too have these industries followed– and now they’re playing catchup. After all, the percentage of Americans alone who turn to social media- and trust it- for health information is growing.
The first step is making a plan to figure out what metrics are going to be important to measure on each of the social sites you decide to have a presence on, such as Twitter. So what metrics should healthcare companies focus on?
1. Decide what your goals are
Healthcare companies or professionals using social media will obviously have very different goals with their accounts compared to businesses in the beauty, travel, or other industries; there’s never a one-size-fits-all solution when it comes to social.
By figuring out what you want to accomplish you’ll know what it is that you need to measure. Here are a few ideas of what a social presence can mean for a healthcare company:
Provide health resources
Provide support by answering company-specific questions
Provide support by hosting chats with qualified professionals to answer health-related questions
Communicate new information; for example, explaining recent changes to your company, or explaining what the new Affordable Healthcare Act means to those using your services
A combination of some or all of these
Many of these things will spread awareness of your brand and amplify your brand voice, particularly if you decide to participate in or host tweet chats. (If you want more information on building or establishing a brand voice, go here.) Tweet chats also lead to higher engagement with your audience. Which brings us to our next step.
2. Measure based on those goals.
If your goal is to increase awareness of your brand, you’ll want to look at share of voice, or specifically metrics like volume, reach, exposure, and amplification relative to the volume, reach, exposure, and amplification of your closest competitors, if they’re on social media. If they’re not on social media but your target audience is talking more about them than you, you need to really ask what they’re doing that you’re not. Here are more resources to break down how to measure each of these metrics specifically:
For share of voice:
For a breakdown of volume, reach, engagement, influence and share of voice: 5 essential & easy social media metrics you should be measuring right now
For more specifics if you’re kicking things off with a campaign: The 5 easy steps to measure your social media campaigns
Amplification is definitely tied to share of voice- most metrics have some manner of overlap- but it’s also important to look at how others are helping to amplify your voice or your messages, which means looking at engagement as well. Retweets, annotated retweets (think the classic retweet, with commentary before the RT), link shares from your website, etc. The above resources cover much of this as well.
3. Rinse, repeat.
Social media is a constantly changing landscape, which can make it daunting to tackle, but the best way to go about it is just to jump in and listen, then start swimming. Establish a time period for regular evaluations- compile specific monthly metrics, schedule quarterly metric revisions- and investigate and change whatever isn’t working.
Social media basically consists of constant experimentation and adjustments, but with the right information it’s more of a fun and exciting project that a terrifying task. And as always, we’re here if you have questions.
Image courtesy NYPL Digital Gallery
A strong and authentic brand voice is more important now than ever in the age of social media; you want to be approachable, human, and responsive on your social accounts while still matching the overall tone and messaging of your brand. Accomplishing all of that can seem incredibly overwhelming, and there are several circumstances where building from the past can be especially helpful: taking over from someone else who built the voice for a brand (or even created it), creating and establishing the voice of a brand yourself, or wanting to build something bigger and better than your brand- or a competitor- has built in the past.
So just exactly how do you go about doing this? Let’s break it down.
Taking over a brand’s voice.
As your predecessor most likely won’t leave behind a checklist of how they went about establishing a brand’s voice and what you should do to maintain and further build it, that burden falls to you.
Depending on your resources- just you, or a team and branded documents that provide guidelines, etc- there are a few ways you can go about doing this. Obviously a good start is reading over recent posts, but sampling from accounts such as Twitter a few different times throughout the brand’s history is the best way to really learn how the voice evolved– and if and when it ever derailed. Sampling from specific campaigns will give you an idea of how a brand’s voice was meant to reach larger audiences, bring in new customers, and interact with them.
Here are some good questions to keep in mind while you work:
- Is the existing voice appropriate for our audience? This is the most important question to ask, because it should inform your entire plan.
- Is there a lot of turnover in the voice, or consistency? If there hasn’t been consistency in the past, pay attention to the interactions during more experimental times to take note of what worked and what didn’t. Use that information to build out brand voice guidelines, both for yourself and any teammates you have now or in the future.
- What about cross-platform consistency? Did tweets get automatically shared to Facebook? Or Instagram posts? Was the language the same in each place, or were messages tailored to each platform, but matching in tone? The latter is definitely what you want to aim for.
- Which formats have been most successful? Does the brand Twitter account, for example, only tweet in proper English? Has it used popular abbreviations in the past, seriously or as a joke? (And were these jokes well-received?) What about photos and videos; if those are used, do they match the tone of the tweets or did they clearly come from another team with little communication?
- How many interactions and how much sharing has there been vs. straight promotion? If the brand hasn’t been answering questions, interacting with fans and followers, and sharing useful content from other sources in the past, these are good practices to implement immediately. They make a brand friendlier, more human, more approachable.
These questions will help you establish consistency in brand voice, which makes you instantly recognizable to customers, potential customers, and fans.
Building a brand voice from scratch.
Starting from scratch is always both terrifying and liberating, and fortunately there is also the example of those who have come before- both good and bad- to lead your efforts.
The list of questions in the previous section can still apply to you; simply build guidelines of your own based on them. The most important question is still the first one: Who is my audience, where do they spend time, and how do they speak to each other and to or about brands in that space? Nothing other than listening can address this question and help you build from there. It doesn’t matter how clever and helpful the voice is that you establish if it doesn’t reach the right people or is reaching those who aren’t interested in what your brand offers.
An additional strategy involves looking at past tweets from campaigns of brands you admire or that are your competition. These can give you invaluable insight into how to build things for your own brand moving forward. Ask:
- What did well? (Or badly.)
- And for whom?
The simplest questions are often the most important ones. Address details like cross-sharing on platforms, tailoring messages, frequency of posts after you’ve established the foundation of your voice. These things are still important and still inform the overall presentation and reception of your brand.
So what’s my next step?
If you’re interested in gaining access to old tweets and Twitter campaigns, then our premium historical analytics are for you. We have ability to reach all the way back to the first public tweet posted in March 2006 – we have access to the full archive of historical Twitter data from Gnip – and we can search anything and everything you can think of. This goes beyond the scope of basic Twitter search and anything that can be pulled with Twitter’s public API; the information you can get from those sources is limited to about a week back. But the historical archive includes the full archive from Twitter itself, and you cannot get that just anywhere.
There’s more here about the specifics of how it works and you can also request a quote. Historical analytics start at $49. Pricing is based on report duration and tweet volume.
Got any more questions? Shoot us an email.
Image courtesy NYPL Digital Gallery