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Social Media

Setting the “Brand Ambassador” Table

Filed Under: Love, Social Media Tagged With: ,

I recently had the pleasure of meeting with one very awesome brand. Brand details to not be disclosed. They are not important. What is important is the context of the conversation, and how I arrived at setting the “brand ambassador” table.

Many brands are looking to build a blogger/brand relationship. Malcolm Faulds writes about,

Malcolm Faulds writes about, “How Marketers Can Court Brand Advocates.” Faulds mentions things like, “get product in their hands, turn them in to insiders and help them expand their influence.” Those are all important, but today I want to focus on those brands who are not looking for a court, but rather a team of true, passionate and committed ambassadors.

I am not suggesting that the advocates Faulds speaks of are not passionate and committed, but instead, I am taking the angle of things for brands to consider prior to finding these people.

Setting the “Brand Ambassador” Table

The first question that probably comes to mind is,

How do I go about beginning the Brand Ambassador search?

Let’s make this simple, turning it into an analogy for which I might identify with best: Approach your Brand Ambassador search the same way you would approach setting a unique dinner table.

Start by asking yourself and answering the following 3 questions:

  1. How many people are you inviting? Decide how many bloggers you’d like to partner with. Just like your dinner table, you need to know how many placemats to set in order to provide for everyone. Is this a big dinner party? An intimate one? If it’s a large one, do you have the budget to invite all the intended guests?
  2. Clean Silverware. Would you ever invite guests over and tell them to share their forks, spoons, and knives? No! When thinking about your Brand Ambassadors, think about them as complete individuals. Just as a knife is appropriate for cutting meat and not appropriate for eating bone broth, so are “ambassador” strengths and weaknesses. In other words, just like the content we should be creating, one size does not fit all. Magnify those strengths for each individual so they shine in the most appropriate way.
  3. The Master Chef. At your dinner party, if a guest showed up who was allergic to wheat and asked you if a particular dish had wheat in it but you did not know the answer, would you say, “I doubt it. Just eat it?” Hopefully not. You would resort to the appropriate food packaging or other resource to find out before giving a clear answer. When thinking about who to utilize on your Brand Ambassador team, think about things such as:
    1. Common questions your customer service receives.
    2. Specific brand product/service/SKU categories and/or initiatives.
    3. Overall brand objectives, goals, and initiatives.

Now think about what kind of Brand Ambassador might be good for each of those? What does (s)he look like? What is their network like? Who goes to them for advice, information and as a credible resource? For example, Jane Doe calls

What does (s)he look like? What is their network like? Who goes to them for advice, information and as a credible resource? Which social channels are they most active on? Does it matter?For example, Jane Doe calls

For example, Jane Doe calls into your company and mentions she loves your bread. She eats it because she has Celiac, and it’s the best gluten-free bread she has found. Since she is a newly diagnosed Celiac patient, she is looking for more information and ideas for how to still eat the foods she loves despite the Celiac.

Your brand gets calls like this all of the time. Perhaps you look to add a Brand Ambassador who loves your product, has Celiac, writes on his/her blog frequently about Celiac, actually eats bread on a weekly basis (this one is important and not to be overlooked) and is passionate about all of the above.

Bonus: You have now solved a couple different problems.

At the end of the day, no Brand Ambassador Table will look the same.

But whether yours looks like this:

Setting the "Brand Ambassador" Table coffee sarahkayhoffman.com and more

Or this:

Setting the "Brand Ambassador" Table coffee sarahkayhoffman.com

Remember, it’s your brand’s unique table. Make sure there is a unique place for each Brand Ambassador present.

psssst….content is my jam

If you liked this post, you might also like –> Code of Respect: Blogger & Brand Relationships

Xox,
SKH

Brand Voice vs Brand Tone

Filed Under: Social Media Tagged With:

This is a conversation today on brand voice vs brand tone. 

Matt Singley recently stated,

Those who are good with social media can develop a brand voice. Only those that are great can also develop tone.

I have been thinking a lot about this lately. In all honesty, I had to take myself back to the “brand voice” vs “brand tone” definitions.

Brand Voice vs. Brand Tone

Brand Voice

These are simply “the words, phrases, and characteristics that set a brand apart and take a back seat to the more “important” visual aspects of the brand.” (via Brand Story)

Brand voice in social media communicates personality. Brand voice can be fairly easy to identify from the get go. (If not, then you better step back to the beginning of figuring out who and what you are as a brand.)

  • Who will your intended audience “hear” when they are viewing your Facebook posts?
  • Who will your intended audience “hear” when they are reading through your Twitter stream?
  • Who will your intended audience “hear” when scanning through your Blog?

If you are not sure how to find it, try:

  • Writing down adjectives (or other words) that describe your brand (You can even make a word cloud from your website, brainstorming sessions, etc. via something like Wordle.)
  • Brainstorm with other people within the company.
  • Ask other people how they view your brand.

And then, turn that into the personality. Craft the human voice.

Remember, in social (and in real life): “Human = Interesting (@JasonFalls).”

Your brand has a personality; it has a voice. That was the easy part! But how do you turn that voice and establish your brand’s point-of-view and attitude towards your target audience and subject matter in the social space?

Enter: Brand Tone.

Brand Tone

Part of the Branding Platform, “How the brand speaks to its audiences.” Basically, “How we say what we say.”

A brand comes to life with both voice and tone, but in the long run, it’s “tone” that separates the good from the great.

Putting this into perspective: My personality stays the same from day-to-day. I am Sarah Kay Hoffman. I know who I am, what I want and I also know that I have an impeccable attitude towards life. That’s my voice. Now, depending on who I’m talking to, my tone will differ in how I communicate those thoughts. I do not sound the same when talking to my grandmother as I do my clients or my mother or my friends or even my dogs! I would likely gather that you have multiple tones, too (not personalities)!

This is okay for me, but this is not okay for a brand. No one wants to see a brand in the social space that does not “get” itself or the people they are intending to reach. Brands who understand themselves completely have better overall communication and ultimately more longevity in the social space. Why? Because like the social media “channel” in general, consistency is key.

Some things to ask:

  • Who/what is your brand in the social space?
  • How do you want your audience to hear you? (I believe the way in which we “hear” a brand makes us gravitate towards or against it.)
  • Do you want your tone to resonate and be acceptable to: Generation X? Generation Y? Generation Z? (The best brands will not say, “D: All of the Above.”)

Personality steps forward with ease. Tone is oftentimes confused due simply to a misunderstanding of the correct audience, context, and verbiage (nouns, adjectives, lol’s and rofl’s, slang, formal vs. informal, etc.). If you are looking to go from good to great, think about these things before you jump into the big pool of “social” because back to what Matt said,

“Those who are good with social media can develop a brand voice. Only those that are great can also develop tone.”

Thoughts? Which brands are good? Which are great? Which brands are great in real life but just good in the social space?

SKH

A New Social Friend Habit

Filed Under: Social Media Tagged With:

Form a new social friend habit.

We live in a world where you can, literally, make a new “friend” or connection each day thanks to the evolution and revolution of the Internet. I began developing the “new social friend habit” a long time ago. Today, I have more “social” friends than I do “traditional” friends. And yes, many of them I have met IRL – they are “real” people based off of “true” friendships formed.

A New Social Friend Habit

Setting the Mama Tribe Table sarahkayhoffman.com coffee a new social friend habit

Some of my most favorites that I initially met “socially” and solidified IRL include (in no particular order):

  1. MomRaisingBoys (woo)
  2. MattSingley (mentor)
  3. JoshGroth (smconfbff)
  4. BenedictWong (took me under her wing!)
  5. KellyOlexa (my motivation sister – always giving the woot)
  6. ShawnMcPike (amazing attitude)
  7. SchneiderMike (lbs – not pounds – location!)
  8. SugarJones (woo on the double)
  9. AmyLBurford (vegas & country conversion)
  10. BobStanke (my first mn social connection)
  11. GiaLyons (one smart lady)
  12. JoelECarlson (jectv)
  13. KeithPrivette (witty)
  14. JessicaNorthey (glowing)
  15. SocialNicole (np with flare)
  16. NikNik (geekship)
  17. AdamWC (the “chickens”)
  18. JoyceCherrier (blissdom roomy & most fantastic second “mother” while out!)
  19. MizFitOnline (she’s the miz that fit my mis)
  20. AndreaMetcalf (marketing, fitness & co-idea generator)
  21. KenDomen(Nike. but way more than that)
  22. EricaMayer (adele. sweet as pie.)

And even one of my best friends today I met “socially” via a Facebook stumble – Tracy – you know who you are! (I could go on and on and on about this one! We’ll keep it simple and just start with running + wine.)

You wonder….”What are those words in parentheses behind their names?” They are the first word and/or words that come to my mind when I think of them. And why is this significant? Think of your childhood friends? I bet with each and every single one of them an instant word or phrase comes to mind immediately. And why is that? Because you’ve formed true, meaningful and long-lasting relationships with them. This is no different!

So how do you do this? Here are some simple ways:

  • Join a relevant LinkedIn Group. This is how I met Kelly (via ForbesWoman). It is also how I met Benedict, who posted a job opening via a LinkedIn Group (Bonus: the job I have and got primarily because of my “social” friend habit.)
  • Do a Facebook Fan Page or Group search for the town you live in and/or a nearby town. This is how I met Tracy.
  • Do a hashtag search on an interest you have, an upcoming conference you’ll be attending or a chat you frequent. This is how I met MomRaisingBoys, SugarJones, and ShawnMcpike (#BWE10).

I could go on and on how about how I met each one of these people and how the IRL came to fruition. But truly – this is one of the habits I am most thankful for. Give it a whirl. You never know what could happen, who you might meet and as Jeff Pulver would say, “What serendipitous event might transpire.”

Xox,
SKH

Fitness for the Professional

Filed Under: Fitness, Inspire, Love, Social Media, Wellness Tagged With: , , ,

Half of you were waiting for this part of the series. The other half of you were dreading it. It will probably depend on your current commitment to fitness. From the questions off the original list, “Do you workout daily?  3-4 times/week? Once a week? Never?” This post includes all the basic information on fitness for the professional.

Fitness for the Professional….tips and tricks to make it happen!

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If you Google, “How much exercise do you need,” this is what you get. The answer varies depending on the link you click on. So what does that mean? It means that there are studies upon studies done with regards to this question. I have heard (more often than not) 30 – 60 minutes of exercise every day. You can accept that if you’d like. Or you can accept whatever other theory you’d like. That is not important.

What is important is that you are working out or being physical, consistently. If you don’t fall into this camp, I know what you are thinking right now. You are thinking either:

  1. I don’t have time or
  2. Yuck! I’d rather be….(anywhere but working out)

And so I’ll address both.

  1. You say, “I don’t have time.” I say:
    • There are 24 hours in a day. You must have at least 20 minutes to get a good sweat in.
    • Have you ever tried “scheduling” your workout right into the rest of your work day?
    • Do you need to watch 5 TV shows at night?
    • Can you wake up 30 minutes earlier each day?
    • Do you have time to gain weight? How about to feel miserable every single day? Or pay more in medical bills?
  2. You say, “Yuck! I’d rather be….(anywhere but working out)” I say:
    • Why is that?
    • Do you think working out equals running aimlessly for hours on end via treadmill only? 

Fitness for the Professional

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Fitness for the Professional sarahkayhoffman.com Workouts Workout FitFluential

The best way to fitness is through a holistic approach, meshing weights + cardio + diet.

If time is your concern then try this:

  • Got 10 minutes? Do jumping jacks, jump rope, do squats, pushups, situps, kickboxing moves – anything – right from your home.
  • Got 20 minutes? This is the perfect amount of time to do intervals and/or Tabata training. Interval training spikes your metabolism and keeps the body burning calories for a long time post-workout. I will run 20 seconds hard and 40 seconds recovery for a total of 20 minutes. You can also do this walking on an incline, via elliptical, stair stepper or even with short bursts of body-weight movement.
  • Got 30 minutes? Definitely, pick up some weights! Building muscle is the best thing you can do for your body. Muscle weighs more than fat and burns more calories. The more muscle you have, the more calories you will burn just by sitting at your desk tweeting away.
  • Got 40 minutes or more? Mix it up. Do a little cardio and some weights. Work hard and be efficient. You don’t need to spend more than 60 minutes working out if you are pushing yourself to the max! (Some workout programs I enjoy include: 14-Week Bigness Project and anything by Nia Shanks.)

However, if boredom is your concern then try something new:

  • Always do cardio? Try weights.
  • Always do weights? Try cardio.
  • Hate the gym? Go for a walk outside.
  • Not motivated working out alone? Find a workout partner, club or class to keep you accountable. Or, do like I do and stay accountable with your “fit social friends.”
  • Always bike inside? Try biking outside.
  • Write a new program.
  • Try yoga. Or a new form of yoga, like Bikram.
  • Get a new playlist.
  • Buy some great new workout gear/clothes/shoes. This one always get me re-motivated!
  • Sign up for a race or competition.
  • Add something physical to your bucket list that also conquers a fear.

I could go on forever. The bottom line is that you absolutely, positively must make time for your fitness. You are the only one who can make it happen.

Not only will you look better, but you will feel better and you will perform your daily tasks better. I am happy to dive into any one of the points above further, please just reach out to me!

If you can remember just 3 things and take them today as your “To-Do,” I would encourage the following 3:

  1. Write your workout sessions right into your schedule. No excuses.
  2. Figure out what form of fitness will get you motivated to move. And then do it.
  3. There are 24 hours in a day. Surely you have 20 minutes to get your sweat on.

Any questions?! Class is dismissed for today….up next, ‘“When you had the mid-afternoon “slump,” what did you reach for as a “boost?”’

Xox,
SKH