FINDING A CONSISTENT VOICE IN THE DIGITAL AGE...WILL UNFOLLOW YOU BECAUSE THEY DON’T LIKE WHAT THEY SEE Source: Sprout Social #AvoidingFrankenstein … and more than half of them

#AvoidingFrankenstein

FINDING A CONSISTENT VOICE IN THE DIGITAL AGE


DIGITAL MARKETING

FANS


DIGITAL MARKETING

FANS

HORRORMOVIE FANS



ONCE UPON A TIME ...



MEET MARY



#GhostChallenge








N. POLE


N. POLEX X


HAS MARKETINGBECOME THE

DIGITAL PROMETHEUS?


YOUR CONTENT

YOUR AUDIENCE

>

<


WHAT YOU THINK YOUR POSTS LOOK LIKE

WHAT YOUR POSTS ACTUALLY LOOK LIKE




PU

BL

IC R

EL

AT

ION

S

AG

EN

CY

SU

PPO

RT

DIG

ITAL


LIN

KE

DIN

INS

TAG

RAM

FACE

BO

OK

TW

ITT

ER

PU

BL

IC R

EL

AT

ION

S

AG

EN

CY

SU

PPO

RT

DIG

ITAL


LIN

KE

DIN

INS

TAG

RAM

FACE

BO

OK

TW

ITT

ER

PU

BL

IC R

EL

AT

ION

S

AG

EN

CY

SU

PPO

RT

DIG

ITAL




WILL UNFOLLOW YOU BECAUSE THEY DON’T LIKE WHAT THEY SEE

#AvoidingFrankensteinSource: Sprout Social

… and more than half of them will leave because your posts are off-brand


WHAT DO YOUR CONSUMERS WANT TO SEE ON SOCIAL?


HONEST

FRIENDLY

FUNNY

HELPFUL

TRENDY

SNARKY

PC

Source: Sprout Social


MILLENNIALS ARE 25%MORE FORGIVING OF BRANDS

THAT USE SLANG


“WDYMBT?”

“ELI5”


MILLENNIALS ARE 25%MORE FORGIVING OF BRANDS

THAT USE SLANG, D00D


“WDYMBT?”

“ELI5”



GREED


GREED


GLUTTONYGREED


GLUTTONYGREED


GLUTTONYGREED

SLOTH


GLUTTONYGREED

SLOTH


GLUTTONYGREED

SLOTH PRIDE


GLUTTONYGREED

SLOTH PRIDE


GLUTTONYGREED

SLOTH

WRATH

PRIDE


GLUTTONYGREED

SLOTH

WRATH

PRIDE


GLUTTONYGREED

SLOTH

WRATH ENVY

PRIDE


GLUTTONYGREED

SLOTH

WRATH ENVY

PRIDE


LUST

GLUTTONYGREED

SLOTH

WRATH ENVY

PRIDE


LUST

GLUTTONYGREED

SLOTH

WRATH ENVY

PRIDE


PERSONALITY IS NOT ALWAYS A GOOD THING

#AvoidingFrankensteinSource: Sprout Social

83%

48%

40%35% 33%

30% 27%


YOUR IDEAL SELF



AUTHENTIC


AUTHENTIC

PROFESSIONAL


AUTHENTIC

PROFESSIONAL

‘HANDS ON’


THAT UNDOCUMENTED SOCIAL VOICE STRATEGY WAS REALLY HELPFUL. SAID NO ONE EVER.

SOCIAL STYLE

GUIDELINES

BRAND GUIDELINES


Visual

Textual

Organic!

Examples

Exceptions


WHEN THE SOCIAL TEAM SCREWS UP


ON PAPER


A digital plan is built in support

of a larger marketing plan

PLAN

ON PAPER




PLAN

ON PAPER

Informed by past consumption data and

brand guidelines, creative is produced

CREATE




PLAN

ON PAPER

Informed by past consumption data and

brand guidelines, creative is produced

CREATECreative is paired with messaging and

syndication is orchestrated

DISTRIBUTE



ACTUALLY THO


HURRY, DO IT!

ACTUALLY THO


HURRY, DO IT!

SO, HOW’D IT DO??

ACTUALLY THO



EASY


HARD



THE ALLEY IS WHERE THINGS

GET SCARY



THE ALLEY


Hey Kevin! Totally understand how that can be frustrating. Let's get our Digital Care Team involved, so they can investigate further into this. Start here: [URL]



Dear Brandy, Apology not accepted... because this precious pupper's face is too sweet to even be mad at! Can you please send us a DM? We have a surprise for you! 😊

Hi. The business agreement between us and [TV Network] has expired. As a result we no longer have the rights to carry the channel. For additional information visit [URL]




Hi. The business agreement between us and [TV Network] has expired. As a result we no longer have the rights to carry the channel. For additional information visit [URL]





Hi Ian, Thanks for the message, You can but its not recommenced as the system will bleep at you to say there is no connection to the hub, unfortunately this warning beep can not be turned off.



Hi James, Wayne is on 2 week annual leave. Sorry for any inconvenience. Thanks Matt

It's true, you never gnome who may want access to your home. Make sure you update your home security to keep out any unwanted visitors!




It's true, you never gnome who may want access to your home. Make sure you update your home security to keep out any unwanted visitors!




SO, ABOUT THOSE

UNWANTED VISITORS...





YOUR MOST IMPORTANT TOOL

<

BRANDING - CADENCE - ENGAGEMENT - TRAFFIC - RESPONSE - GROWTH - REVENUE


YOUR MOST IMPORTANT TOOL

<


THE BONEYARD



U MAD BRO

?



CONTENT IS PROPOSED INTO THE SMMS BY THE MARKETER TO THE GROUP DIGITAL LEAD FOR CONSIDERATION



GROUP DIGITAL LEAD REVIEWS, ADJUSTS, AND THEN SHARES DIRECTLY OR PROPOSES POST UP



GROUP DIGITAL LEAD REVIEWS, ADJUSTS, AND THEN SHARES DIRECTLY OR PROPOSES POST UP

CORPORATE EDITORIAL TEAM OPTIMIZES, AND SCHEDULES AGAINST SOCIAL CALENDAR

DON’T WORRY, THE END IS NIGH




IT IS HARD TOCREATEVOICE

>


EASY


EASYHARD

A SLIDE IS JUST A SLIDE,

IT’S NOT A METHOD



Casual, waits for content, looks through an approve or reject lens, pushes ‘posts’ w/ little strategy, works behind the scenes

ACCOUNTMANAGER


Casual, waits for content, looks through an approve or reject lens, pushes ‘posts’ w/ little strategy, works behind the scenes

Fast paced, mobile-first, plans and curates against calendar, thinks in stories, uses data, fluency with behavioral marketing

ACCOUNTMANAGER

SOCIALEDITOR


IF YOU NEED WORDS WRITTEN, PROBABLY HIRE SOMEONE THAT IS GOOD AT WRITING WORDS.



STRATEGY


STRATEGY

ALIGNMENT


STRATEGY

ALIGNMENT

TOOLS


STRATEGY

ALIGNMENT

TOOLS

BRAINS


BEFORE YOU SCARE THEM ALL AWAY!

WITH ITDEAL

THE END#AvoidingFrankenstein

Documents

FINDING A CONSISTENT VOICE IN THE DIGITAL AGE...WILL UNFOLLOW YOU BECAUSE THEY DON’T LIKE WHAT THEY SEE Source: Sprout Social #AvoidingFrankenstein … and more than half of them