Brand & Social Media Guidelines by haceraus

Brand & Social Media Guidelines

Table of Content

About Hacer

Goals

Vision

Mission

Brand Positioning

Brand Personality

Brand Purpose

Brand Values

Tone of Voice

Social Media

Frequency

Community Interaction

Content Styles

Videos

Instagram Stories

Curated Content

Review & Scheduling

Instagram Feed

Content

Highlight

LinkedIn Guide

Brand Advocates

Life Page

Feed

Hacer Online

Website

eDms & News

page 3

page 5

page12

page 19

page 23

page 28

About Hacer

Meet the trusted pair of hands for your next project.

Hacer was established in 2000 to provide a fully integrated design and construct service. We are renowned for the highest level of expertise and experience in residential, retail, medical and commercial projects for major Australian and international companies. We build end-to-end, giving our clients consistency and cost efficiency.

Brand Positioning

The Hacer Difference.

For clients who need a construction partner, Hacer delivers projects from conception to completion with integrity, reliability and personal approach.

For candidates who want a valued career, Hacer delivers a supportive and encouraging culture by providing an environment with opportunity.

Brand Personality

Three simple words describe the way that we behave. The goal is to think of these every time we deliver on our promises.

1. People-Focused (personable): our brand is personable and so are our staff. Our work culture is all about people and rewarding their work. Our team members are enthusiastic, hardworkers and available. We build by continually improving.

2. Competent (reliable): our clients aren’t interested in discourteous promises and meaningless projects. They want a reliable and genuine builder of choice that sincerely delivers on time and budget effectively.

3. Genuine (honest): we’re anything but untrustworthy at Hacer. We want clients and candidates to feel free to rely on our multi-façade services. Your future project is in a trusted pair of hands. We build on respect.

Brand Purpose

We build on achieving excellence and innovation in end-to-end project design and construction.

Brand Values

We are dedicated to Hacer’s difference:

We are building success through long-term client relationships

We provide reliable, realistic and on-time projects

We are proud to deliver projects that are cost efficient and of the highest standard

We are diverse in culture and team initiatives

We are focused on safety and health

Personable

Be down-to-earth, when talking about the brand, avoid institutional language and emotionless descriptions. Hacer is a business with personality.

Examples:

Don’t do this: Hacer celebrates and supports their staff accomplishments.

Do this: At Hacer, we celebrate our staff’s accomplishments and we strive to continuously support each and every one of our team members. We build our family.

Reliable

Be competent, when talking about the brand, avoid dishonest language and overblown descriptions. Hacer is a trusted pair of hands and business.

Examples:

Don’t do this: Hacer is an experienced and dynamic multi-level construction company.

Do this: At Hacer, we deliver cost-efficient projects of the highest standards as a trustworthy and multi-façade construction company. We build on reliability.

Genuine

Be honest, when talking about the brand, avoid elaborate language and over-the-top descriptions. Hacer is a proud business.

Examples:

Don’t do this: Hacer completes projects with their clients.

Do this: At Hacer, we are a trusted pair of hands who will guide you from conception to completion of a project. We build together.

Tips for Writing

How Hatching Communications will communicate with your audiences.

Hatching will be casual and inclusive.

Speak in the first person, referring to Hacer group as “we” or “us” and to our audience as “you” .

Examples:

Don’t to this: Hacer believes in providing its clients with the perfect combination of quality and costefficiency in every client’s project.

Do this: At Hacer, we believe in giving you the perfect combination of quality and cost-efficiency in every project we undertake with you.

Hatching will be warm and playful.

Our audience are people just like us. Invite them into the conversation.

A little joke goes a long way toward endearing people to our brand.

Examples:

Don’t do this: Hacer is offering their candidates an exclusive offer, come and join the team.

Do this: We're looking for graduates! Join the Hacer team today.

Hatching will be confident and use the active voice instead of passive.

That means putting the subject of your sentences of headlines first.

Examples:

Don’t do this: In a trusted pair of hands client’s projects can be found.

Do this: At Hacer, we deliver your next project with a trusted pair of hands

Social Media

The key is to listen, engage, and build relationships.

"Social Media can provide a conversational extension to a B2B company’s nurturing programs. Social Media gives us the opportunity to humanize our communications and make our companies more approachable.”

Ardath Albee

Hatching Communications recommends the following weekly post frequencies:

With billions of social media content posted every second, Hatching Communications will continue to study online data and the social media pages metrics to be able to ensure that posts will be reached and noticed by their target audiences.

To navigate through all the social media noise, Hatching Communications will determine the optimal day and time of posting on LinkedIn and Instagram based on when the target audiences are active online.

Community Interaction

Online audiences interact with brands via posts, reviews, comments, and direct messages.

Hatching Communications will check in on the pages' communities once per day to respond to comments and forward on any enquiries submitted via social media. On a daily basis the PR team will like, comment and interact with users. Instagram & LinkedIn users interact via comments, likes, shares, tags, hashtags, and posts.

Hatching will use appropriate hashtags in the comments of every post for maximum engagement. Utilising relevant hashtags can expose the page to a larger and more targeted audience. Due to the popularity of the hashtag function, you can even ‘follow’ hashtags now, making them more valuable than ever.

Content Styles

Videos

Why use video or moving images?

When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retain 65% of the information three days later.

Infographics are "liked" and shared on social media 3x more than any other type of content.

85% of videos on Instagram are watched without sound.

Eye-tracking studies show internet readers pay close attention to informationcarrying images. In fact, when the images are relevant, readers spend more time looking at the images than they do reading text on the page.

Video is growing to dominate your audience's online activity: 78% of people watch videos online every week, and 55% watch videos online every day.

LinkedIn posts with images see 2.3x more engagement than those without images.

Instagram Stories

Social media experts have predicted that the rise of Instagram stories will play an integral part in how brands interact with consumers in 2018 and beyond.

1 in 5 organic Instagram Stories from brands see at least one direct message from a consumer. Instagram Stories have more than 250million daily users.

With consumer engagement high for brands on Instagram Stories, we should utilise this opportunity and growth in the market by developing more content to be used on the pages’ Instagram Stories.

The stories would be used as an extension of the pages’ social identity in the growing ephemeral video content market (content that lasts a short period of time before disappearing). Due to this being a relatively new medium, there is huge potential for greater social engagement with consumers.

suggests six ways brands engage their audience through Instagram Stories:

Give behind-the-scenes access

Do a virtual focus group (using poll tool is a great way to do this)

Create live tutorials

Collaborate with other brands

While active links are not yet available in post caption copy, verified and business account with over 10,000 followers have the ability to link webpages to Instagram stories.

Stories are also a great opportunity to recycle and repurpose content that is both created and curated by the page.

Content that is not consistent within a page’s aesthetic, can instead be shared within stories and will disappear after 24 hours.

Stories provide audiences ‘a day in the life’ experiences and can be saved as Highlights at the top of a profile’s feed at the end of their 24-hour lifespan.

Story highlights can be categorised and named.

Morgan Cornelius, Instagram’s Small and Medium Business Community Lead,

Hatching Communications will upload short, professionally shot clips within Story Highlights showcasing each of the project, event, team celebration and client.

Curated Content

In addition to content creation, Hatching Communications recommends the pages include earned social media content.

This involves:

Sorting and sharing posts from the pages’ LinkedIn and Instagram followers and customers, as well as from partner brands’ channels

Sharing helpful articles and resources around the web about the industry and sharing these on the LinkedIn page. Sharing content from editorial websites also encourages their engagement with the pages’ content.

The objective of content curation is to engage with the clients, students, stakeholders and online followers - making them feel special, noticed, and heard, making them feel that they are part of the builder’s community, and thereby encouraging them to create more noise organically.

Review & Scheduling

Hatching Communications will share monthly Instagram and LinkedIn content plans for review and approval by the Hacer team. Individual plans will be created for LinkedIn and Instagram detailing the timing, tags, caption and imagery of each post.

Plans will be shared 1 week / 5 business days prior to the scheduled live date of the first post within the monthly plan. Hacer will be permitted 2 rounds of edits, and in the case that a post is not approved on the third draft it will be abandoned.

Hacer will share feedback via tracked changes and notes within the content plan documents and return feedback and/or approval by a min three days prior to the first post’s live date.

Hatching Communications will create the necessary accounts on Schedugram for the Instagram account to enable scheduled automatic posting of in-feed content and stories. The LinkedIn scheduling tool will be used to pre-load the month’s LinkedIn posts.

Instagram

Content

style and look.

Six reasons why Instagram is good for Hacer: It's centred on storytelling

Visual content is essential to your marketing strategy

You can reach a lot of people through Instagram marketing

It’s the perfect opportunity to engage with your community

It’s a goldmine of useful feedback and insights! It’s great for keeping an eye on your competitors

Instagram Content

Instagram Highlights

LinkedIn Guide

Internal Best Practices

Engaged employees are the lifeblood of every successful business.

They speak positively about your company to each other, to potential employees, and to your customers. They want to be part of your organisation and they’re motivated to see it succeed. In a digital marketplace, engaged employees can be an even bigger asset. Leveraging the power of their personal social networks, you can magnify your brand presence and enhance your reputation as an employer of choice.

Brand Advocates

A good way to ensure the success of your employee engagement program is to follow these 4 steps:

1. Build. How your employee engagement program will work:

Define a social media policy

Nominate employee champions

Create a content distribution plan

Incorporate into your on-boarding process

Build an incentive and recognition program

2. Educate. How your employees can play their part:

Train your employees on how to use social media to promote your brand

Promote your employer brand internally

Help employees build out their profiles

Tell them what’s in it for them

3. Engage. How your employees can get involved and stay engaged:

Make it easy for employees to share content

Encourage employees to create content

Get more employees involved in your referral program

4. Measure. How you can improve and reinforce your program:

Identify key metrics to measure success

Evaluate what is working, iterate, and improve

Maintain ongoing training for employees

Life Page

Perception is everything. And getting across the right perception about your organisation to the people that matter most candidates you want to hire is a necessary first step to attracting and ultimately hiring the most qualified candidates in today’s competitive market.

The new Life tab lets you share what life’s really like at your company. Through this tab, you can showcase articles and photos created by your employees arguably your biggest advocates along with engaging videos, photos and posts from your company.

The content modules include:

Employee Perspectives: long-form written posts

Photo Gallery: photos generated by company and employees

Company Leaders: featured profiles introducing key leaders

Automated Company Insights: aggregate data on company and culture

Hero banner: add video to your top banner and make your culture come to life

Many of these modules suggest pre-populated content or allow you to select employee-created content, making it easy for your Career Pages admin to manage your page.

What to include in Hacer’s Life page:

Sustainability

Graduate Programme

Careers & Culture

Projects & Clients

Events & Awards

Templates

LinkedIn Feed

Hacer Online

Website, eDMs and news online recommendations.

it’s about building an entity that will resonate with your customers and keep them coming back again and again even when there’s no deal or promotion to entice them.

Not only will building your brand online go a long way to boost awareness and build your reputation, but the more people are invested in your brand, the greater the chances are that they will actively seek it out and remain loyal.

Website

Looking good is important because your website is often your first impression you give potential customers.

Add a Value Proposition: the value proposition, or mission statement, tells the visitor what you do and why you do it. Put your mission statement on your home page, in your headline if possible. Add it to your blog or about page. Let the visitors know exactly what they will be getting if they hire you.

Mobile optimisation: don't forget about optimising your site for mobile. If you don’t already know, 80% of internet users own a smartphone, and “Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead” .

Prioritise scrolling over clicking: if you don’t compress information into sliders and/or accordions, how do you present it? The answer: just put everything in one long page, including the stuff usually tucked away. Seriously, it works.

Implement calls-to-action: once your visitors land on your site, do they know what to do next? They won't know what pages to view or actions to take if you don't provide them with some sort of direction.

Call-to-action buttons are one of the many elements that indicate the next step user should take on a page. While many of us know that, it can be easy to fail to accurately use them to guide users through your website.

Testimonial pages: if you have great clients that say great things about you, that’s amazing and it should be seen. The best way to do this is to scatter it throughout your site. If you use case studies or video testimonials, find a way to tuck them in there, or on product pages.

Templates

eDms & News

The main benefit of strategic email campaigns is that it’s one of the only forms of mass communication that provides usable data.

The beauty of email communications is that you can view how many people opened your email, how many took action as a result, what device they viewed it on, what time they viewed it, where in the world they viewed it, and almost anything you could think of, helping you calculate an exact return on investment (ROI).

The other major benefit of email marketing campaigns is how much time and money it can save a business. Email service providers make it as simple as possible for medium-sized businesses to reach large audiences that would have previously been out of their reach.

What to include:

Company newsletters

Industry news

“Welcome”

Testimonials/case studies

Tips & advice

Event information

Brand & Social Media Guidelines