finding your voice presentation by jed sundwall

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@JedSundwall did a webinar for @HandsOnNetwork affiliates on Finding Your Voice on social media channels and these are his slides

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  • 1. 1! Finding Your Social Media Voice! Presented by Jed Sundwall! December 2, 2009! Captura Group!

2. 2! Agenda! This course teaches the importance of a strong organizational voice and how to communicate your organizations value through social media.! Topics covered:! Voice fundamentals! Identifying your mission and audience! Identifying your voice! Social media voice best practices! Examples of social media voices! Managing your voice! 3. 3! Voice fundamentals! Your voice is a major component of your brand identity! 4. 4! What is an organizational voice?! Your organizations voice underlies all of its communicationit is what constituents hear or read wherever they encounter you! Your organizations voice is found in:! News releases! Brochures! FAQs! Web content! Customer service! Emails! Interviews with representatives! Tweets?! Telephone girls on Stock Quotation Service Time Inc. 5. 5! Why voice matters! Your voice is a major component of your brand identity! A consistent voice can:! Communicate value, authority, energy, professionalism, and personality! Underscore organizational values and objectives! Make your organization more memorable! Dwight "Ike" Eisenhower at the Voice of America Time Inc. 6. 6! Why social media voice matters! Social media requires organizations to communicate more rapidly in conversational contexts! Challenges of social media:! Rapid communication! Constant changes require new processes and training! Multiple formats feature unique benets and challenges! Blogs! Twitter! Facebook! YouTube! Barack Obama communicating on Facebook 7. 7! Your voice self! A clear organizational voice requires a deep understanding of your mission and audience! 8. 8! Who are you?! Your voice must accurately reect your organization and its mission! Answer these questions to ensure that your voice is authentic and deliberate:! Are you representing an agency or program?! What is your mission?! What unique information do you have to offer?! Why are you speaking?! Why do you want people to subscribe to your updates?! How long will your organization exist?! Know thyself! Japanese woman with mirrors from George Eastman House on Flickr 9. 9! Who are you talking to?! Your language, content and tone should be informed by knowledge of your audience! Answer these questions to ensure that your voice is appropriate to your audience:! Who do you want to reach?! Who wants to hear from you?! What are your audiences top tasks?! How does your audience prefer to communicate?! What do people expect from you?! Why do people subscribe to your updates?! 3-D Film Audience Time Inc. 10. 10! Research! Perform research to gain a better understanding of your organization and audience! Internal research methods! Audience research methods! Stakeholder interviews! Site trafc analysis! Online surveys! Online surveys! Competitive analysis! Focus groups! Content audits! Ethnographies! 11. 11! Your voice! Your voice is characterized by context, language, content, tone, and frequency ! 12. 12! How do you communicate?! Analyze your current media to inform your social media strategy! Some traditional means of communication:! News releases! FAQs! Press kits! Annual reports! Brochures! Presentations! PSAs (print, TV, and radio)! Web content! Emails! Newspaper founder Robert S. Abbott (R) Time Inc. 13. 13! What language do you speak?! Your language depends upon your audience and mission ! Consider the following: ! Does your mission require you to speak a particular language?! Does a signicant portion of your audience speak a particular language?! Is your audience diverse and large enough to mix languages?! Would you benet from creating a new communication channel in a particular language?! The White House has a widely varied audience and communicates in a variety of languages GobiernoUSA.gov exists specifically to serve a Spanish speaking population 14. 14! Plain language or jargon?! Use jargon if your audience will benet from it, but always write clearly! Use language and terminology that is meaningful to your audience! Clear and direct language is always good, but jargon is not inherently bad! What? This message is not intended for me. Thats OK. The Argonne National Lab communicates in plain language about technical topics 15. 15! What do you talk about?! Communicate value by providing useful information to your audience! Common types of content:! News updates! Research ndings! Public service announcements! Emergency notications! This was the best I could come up with Ostrich reads newspaper of caretaker From Nationaal Archief on Flickr 16. 16! How often do you talk?! Most large organizations are used to issuing a few ofcial communications per year! Which activities merit ofcial communications?! How long does it take to create an ofcial communication?! How many people have to edit and approve ofcial communications?! Phyllis Diller using three telephones Time Inc. 17. 17! Your social media voice! Adopting social media requires you to communicate faster, more personably, and more directly with your audience! 18. 18! Be authentic! Stay true to your mission and audience! Your audience has certain expectations of you. Meet them. ! Using social media should not change your objectives or core content! Do not confuse your audience by sounding like a different organization on different channels! Honest Abe Abraham Lincoln, January 8, 1864 From The Library of Congress on Flickr 19. 19! Be timely and relevant! Social media operates in real time! People use social media to nd out whats happening now. Tell them.! It is ok to post links to old materials as long as there is a clear connection to current events affecting your audience! There is no rm rule on how often you should communicate through social media, but remember that users are commonly annoyed by too frequent posting! Wrist Watch Time Inc. 20. 20! Be more social! Social contexts require that you sound more! Casual Your social media communications will be mingled with personal messages from users friends and family. Try to t in.! Human Social media are designed primarily to allow people to socialize with people. ! Concise Your content on social media outlets is forced to compete with countless personal messages, jokes, and games. Get to the point. ! The White House competes with baby pictures on Facebook 21. 21! Speak directly to your audience! Use social media to speak directly to your audience in their language! Social media allows you to communicate directly with your audience, without going through traditional media organizations! Traditional media may gather leads from your social media communications, but always cater to your primary audience! Posting too many press releases and other self serving updates may alienate some users and damage your reputation! A librarian's assistant telling a story from New York Public Library on Flickr 22. 22! Be consistent but exible! A consistent voice allows your followers and fans to build a relationship with you over time! People typically subscribe to your social media updates through an RSS feed or by following or becoming a fan. Maintaining a consistent voice over time will foster loyalty from your subscribers.! You cannot anticipate or control the makeup of your audience. Be prepared to adapt your voice to your followers needs as you learn more about them.! Be like a river, steady but adaptable Deschutes River horseshoe From Oregon State University Archives on Flickr 23. 23! Avoid social media jargon! Social media may require some abbreviations and new syntax, but being understood is paramount! Always aspire to write clearly within restraints ! Do not assume that your audience is as savvy as you are! Being understood is paramount!! This was ironic and embarrassing Found via Kathy Sierra 24. 24! Social media voice best practices! Be authentic! Be timely and relevant! Be more social! Speak directly to your audience! Be consistent but exible! Being understood is paramount!! 25. 25! Examples! Your voice will vary across different forms of social media! 26. 26! Blogs! Blog posts allow for long, rich communication! Long prose provides plenty of room to demonstrate personality and provide rich information! Conversational prose can lead to inated and rambling paragraphs. Avoid this because your readers are likely distracted by other tasks, emails, and browser windows.! Remember William Strunk, Jr.s axiom: Vigorous writing is concise.! TSAs Blogger Bob has a great voice http://www.tsa.gov/blog 27. 27! Blog example The Globe Program! http://www.globe.gov/fsl/scientistsblog/ 28. 28! Blog example Gov Gab! http://blog.usa.gov/ 29. 29! Blog example The Justice Blog! http://blogs.usdoj.gov/blog/ 30. 30! Updates & tweets! Facebook and Twitter updates require vigorous writing! Character restraints on Twitter and Facebook require careful editing and precise word choice ! Each update should be focused on a single topic! Social media updates are forced to compete with a lot of other information, make yours clear and valuable! Short form communication is here to stay! Remember that users are commonly annoyed by too frequent posting! Tweets have a hard time standing out 31. 31! Facebook example FCC! http://www.facebook.com/FCC 32. 32! Facebook example U.S. Department of Veterans Affairs! http://www.facebook.com/VeteransAffairs 33. 33! Twitter example CA.gov on Twitter! http://twitter.com/CAgovernment 34. 34! Twitter example USA.gov on Twitter! http://twitter.com/USAgov 35. 35! Video, photos & podcasts! Language used to describe multimedia content should match your voice! Strengthen your multimedia content with clear and explanatory titles and descriptions! Remember your audience when writing titles and descriptions! Wha