Learn how to find a social voice for your brand. I share how AARP's social team discovered Rhonda.

1. Finding Your Rhonda
Jen Lee Reeves
Social Communications Trainer

2. Finding A Social Voice
Finding Your Rhonda

3. Finding A Social Voice
Finding Your Rhonda

4. Finding A Social Voice
Finding Your Rhonda

5. Start Asking Questions
• What’s our mission?
• What are out goals on social media?
• How do I want people to feel when they “talk”
to our organization?
• What makes us special?
Finding Your Rhonda

6. Pick a Person
Finding Your Rhonda

7. Pick a Person
• What does she care about?
• Where does she work?
• What does she
do for fun?
• What does she
want to do with
you?
Finding Your Rhonda

8. Find a Muse
•
•
•
•
Oreo
Disney
Red Cross
CharityWater
Finding Your Rhonda

9. AARP Discovery
Finding Your Rhonda

10. AARP Discovery
Finding Your Rhonda

11. AARP’s Rhonda
• Six people managing brand
• They keep her in mind:
– Wants to stay in the know
– Bold
– Fearless
– Likes to help others
Finding Your Rhonda

12. Examples of Social Voice
Finding Your Rhonda

13. Examples of Social Voice
Finding Your Rhonda

14. It Works
After refocusing Facebook strategy on those
core principles, and driving the content with
great visuals, overall post reach went up by 93%
the following quarter.
(Comparing Q1 2013 vs Q1 2012)
Finding Your Rhonda

15. How AARP Did It
•
•
•
•
Decreasing Facebook posts
Higher priority on visual content
Engaging in fewer paid promotions
Each post gets 59% more engagement than
posts in the last 3 months of 2012
Finding Your Rhonda

16. Never Give Up
Finding Your Rhonda