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"Engaging Brand Voice: the Social Media Clarion for Brand Marketing\n\n\n\nRic Dragon reminds social media marketers: this is not your father\u2019s branding audience.\n\n\n\nTimes have changed dramatically, and business\u2019 brand voice can no longer stand along the roadside, calling to consumers and expecting them to come. For a company interested in developing a branding strategy in social media, they want to steer the pack and get over their fear of social media. Companies need to sniff out smaller micro-markets, watch for dominant influences, and listen through the din so they can earn consumers\u2019 trust and foster increased brand engagement.\u00A0\n\n\n\nVideo Interview Ric Dragon: on Brand Voice and Micro-Segmentation from Social Marketology \n\n\n\n\n\n\n\nDeveloping a Corporate Branding Voice\n\n\n\nSo one of the primary tenets of our framework in Social Marketology is that you develop your brand voice. Now this is a concept that came out of Madison Avenue in the early sixties, that brands could have personalities, that brands could have voices, and it was very important for brands at that point. If you were Ford or Chevrolet and you were doing a billboard or a television commercial, you very much wanted to articulate it in a way that was consistent so that your voice and personality started to take hold in consumers\u2019 minds. Now we\u2019re taking it to a much greater degree. Now if we\u2019re having to get off the mountain and talk with consumers one-on-one, that voice has to be very clear, that personality has to be very clear.\n\n\n\nIdentifying Micro-segments &amp;amp; Psychographic Segmentation Branding Strategies\n\n\n\nThe second thing that takes place in Social Marketology is the idea of identifying micro-segments.\n\n\n\nAnd again, the idea of segmentation, or marketing segmentation was something that came out of the marketing world in the fifties and sixties as well, and the idea was, well, I\u2019m looking for all the soccer moms in Westchester\u00AD\u00AD \u2011\u2011\u2011very broad demographic segmentation. They just barely started getting into the idea of behavioral or psychographic segmentation.\n\n\n\nIn social media, we\u2019re not just talking about segmenting on these broad criteria. We\u2019re talking about taking it to the enth degree, because if we\u2019re finding people who, let\u2019s say for example, love animals. Well, there\u2019s different types of animals. There\u2019s farm, there\u2019s working animals, there\u2019s domestic animals. And in domestic animals, there\u2019s dogs, cats, fish, ferrets, birds. And in dogs there\u2019s obedience dogs, rescue dogs, there\u2019s each breed. Amongst each breed you have Airedale terriers. And in Airedale terriers you\u2019ve got the Greater Atlanta Airedale Terrier Fanciers Club. That\u2019s a very minor micro-audience that we can target through social media, and it\u2019s extremely critical to actually find those very small audiences so that you can speak with them one-on-one, and find the influencers in their space.\n\n\n\nBrand Marketing, Marketing Segmentation Strategy and More in Social Marketology\n\n\n\nLook for\u00A0Social Marketologyin your bookstores or online available beginning in June 2012 to really understand how to incorporates social media within in the context of larger organizational goals including developing a brand voice and using it to further engagement in social media."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.dragonsearchmarketing.com/blog/developing-a-brand-voice-video/>