In my last post I discussed the concept of a Dynamic Conversation System. I covered why it was important to have one and why it is better to have a DCS than a themed content plan. In this post we’ll look at how to build one.
There are a few things we need to sort out first. In order to build your brands personality, you’ll need to know who is going to be speaking to your brand. This is a great starting point, simply because “birds of a feather flock together”. Your community will only follow you if you’re the same as they are. You need to talk about the things they want to hear, like the things that they like and most importantly, listen to the things that they have to say. However, your community also needs you to be a leader. You need to be able to facilitate the community, help the ambassadors shine, help the voiceless speak and generally be a mentor. Your community needs to see you as a pillar. You’re not there to sell them products, you’re there to make their lives better. Sound like too much effort and responsibility? Then maybe your brand shouldn’t be on social media. Remember : If you can get these people to love your brand, they’ll show their love by becoming an unpaid sales force. Therein lies the power.
So how do we determine who our community is? There are a host of tools available for this and I’ll cover some of these in a later post. For now you can check out my personal favourite, Node XL.
Once you’ve understood who the community is, it’s time to build your first DCS.
Remember, you are creating a personality here. It’s a template for a human being, a human being that represents the brand. You may think that some of these questions are unnecessary and far too detailed, but bear with me. Each one will give you a far deeper understanding of how your brand will react and communicate with the community.
Segment 1 – Background :
- Where is your personality from?
- What kind of upbringing did he/she have?
- What is his/her level of education?
- What was his/her qualifications
Segment 2 – Interests :
- What is your brand doing on a daily basis? (Career-wise)
- What is your brands passions? (Are they technology advocates? Are they into fashion?)
- Who does your brand follow? What communities does your brand participate in? (I’ll discuss the concept of ‘community cross-pollination’ in another post)
- What sites is your brand subscribed to?
Segment 3 – Personality :
- Is your brand extroverted or introverted?
- Is he/she passionate or calm and collected?
- Is he/she the life of the party or a bit of a wall flower?
- What does he/she like and dislike?
- What fears does he/she have?
- What are his/her dreams or aspirations?
- What makes him/her excited?
- What makes him/her angry?
- Is he/she very knowledgeable and willing to share it. or does he/she prefer to let others do the talking?
Segment 4 – Writing style :
- Does your brand use a lot of adjectives?
- Are his/her posts short and sweet or wordy and laden with information?
- How often would he/she post links?
- Is he/she formal or laid back?
There are two things I want to say about the questions above :
1. You’ll notice that in the questions above I’ve used he/she a lot. It is very important to determine whether your brand is male or female.
2. These questions are guides. You don’t have to answer all of them and you may want to add additional information.
So, grab yourself a piece of paper, divide it into four segments and get busy creating your first DCS profile! We’ll discuss how to implement this DCS profile very soon.