TUFTS HEALTH PLAN Social Media Brand Standards · on social media. What exactly does this mean for...
Transcript of TUFTS HEALTH PLAN Social Media Brand Standards · on social media. What exactly does this mean for...
Social Media Brand Standards
TUFTS HEALTH PLAN
07.18.19
CONTENTS
01.
02.
03.
04.
05.
06.
07.
08.
09.
10.
11.
12.
13.
14.
15.
Introduction
Brand & Social Media
Target Audience
Voice & Vibe
Post Content
Copy, Style & Tone
Photography
Illustration
Video
YouTube
Some Examples
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.02 HELLO
It’s 2019, and all brands are expected to be present
on social media. What exactly does this mean for
Tufts Health Plan?
Everything we do adds up to our mission: improving
the health and wellness of the diverse communities
we serve. Social media is an extension of this
mission, and an opportunity to make this connection
we have with our members.
This is a playbook for our social media executions.
It provides the rationale and tools you’ll need to
generate a presence consistent with our brand
identity.
While we want these standards to adhere to the
majority of our posts, there will be some posts that
are more raw.
01. INTRODUCTION
Making connections:It’s what we do.
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02. BRAND & SOCIAL MEDIA
We are a trusted and valuable resource.
We bring humanity into a process that can be frustrating.
We are a positive and knowledgeable guide for all things health and health
plan related.
“It’s what we do” stands behind every action we take that serves our mission.
We craft better ways for our members to experience better care and better
health.
Our purpose on social media is to be all of the above.
Social media is an opportunity to connect with members in real time, get
feedback and show who we are, but more importantly, to serve our members
and navigate them.
Who we are.
4
03. TARGET AUDIENCE
OUR PRIMARY AUDIENCE
Existing and prospective members for:
- Medicare
- General consumers, ages 65+, skewing more toward
women (the primary decision makers)
- Commercial
- General consumers, 60/40 women/men split, ages 25
to 54
- Millennials, ages 18 to 34
- Medicaid and individual
- Low to moderate income; at the federal poverty level
or a little bit higher
- Skews toward women
- Social determinants of health, like food, housing,
utilities, schools, often get in the way of health
OUR SECONDARY AUDIENCE
THP employees and providers
Who we’re talking to.
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04. VOICE & VIBE
We are caring and genuine
From the care managers to the call center, our team truly has our members’ best
interests in mind.
Positive, but not overly cheery
We are realistic with our members. We are friendly and professional.
We are problem-solvers
We think about more than one way to help members, and often go above and
beyond to meet the needs of a member.
Community-orientated
Tufts Health Plan is part of the community; we meet members where they are.
We connect with resources in the community and are there to help.
We are a trusted resource
Because we cover all populations, we’ve seen it all.
We are for everyone
As a brand, we accept all. We won’t alienate anyone based on their religion,
politics, etc.
How we express ourselves.
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Guidelines
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05. POST CONTENT
News, information and more
Announcements, awards, health tips, resources, links, etc.
Stories
Stories from our members and employees, whether it’s an emotional
in-depth interview or a whimsical animation.
Advocacy, not advertising
Solidarity with movements and people should not necessarily be
promotional.
Note: Mix it up.
Always mix up the newsfeed with varied kinds of posts to keep it from
becoming repetitive and stale.
What we’re posting.
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06. COPY, STYLE & TONE
Writing posts.
Write as a person, for a person
As if you were speaking to a person in your life who cares about their
health. It could be a friend or a family member. What’s something they
would want to learn? How would you say it to them?
Friendly, but professional
Strike a balance between being friendly and being professional, without
feeling commercial or corporate. A good filter is asking how you’d say
something out loud. Be conversational.
Respect our audience’s intelligence
How would you explain or say it to somebody you just met at a party?
Never treat your audience like they know less than you do. They are
smart.
Mix it up, again
There are many ways to write a post. Whether it’s a question, a quote,
interesting facts, a stat or a statement, try different approaches and
see what resonates.
Checking it twice
For grammar, spelling, extra spaces and characters, or unneeded
capital letters. Avoid overuse of exclamation points. Make sure all links
work.
Hashtags
Hashtags are a great way to cross-index THP within topical
conversations, as well as build the brand. Use #ItsWhatWeDo as
the brand hashtag. Hashtags can be used across post types with all
formats. For news or topical events, use tools like Sprout Social, Ritetag
or Hashtagify to see what hashtags are in use.
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Photography
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07. PHOTOGRAPHY
The power of photography. From attitudes to socioeconomic status to a feeling, images speak volumes.
They should be easily consumable, conveying an emotionally impactful and
simple message quickly. Brightness, clarity, liveliness and ingenuity of images
are all positively associated with higher engagement.
Choosing the right photo
Unless you own the image, you’re searching from royalty-free stock photos on
Getty. The quality of photos on sites like this varies widely. Finding the right
photo takes time.
Images of people should be as diverse as our members and employees.
They should convey some sense of a person’s individuality, as well as members
of their communities.
Authenticity is a key component in choosing images. Shots that look staged
or subjects who appear overly enthusiastic given the situation make us appear
disconnected from the members we serve.
Don’t assume that a visual that performs well on one platform (say, Facebook)
will do well on another (e.g., Instagram).
Authenticity will help us stand out from competition in the category.
Where to get them:
Use Getty Images (gettyimages.com) to find royalty-free photography. 11
07. PHOTOGRAPHY/EXAMPLES
Yay
But keep the tone appropriate to the subject. The shot conveys
emotional warmth. It feels natural.
Nay
Subject looks like a model, not a member.
Studio shots are OK.
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07. PHOTOGRAPHY/EXAMPLES
Yay
The environment of this photo makes it feel believable and authentic.
Keep it real.
Nay
Stiff or overly posed photographs make us seem inauthentic.
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07. PHOTOGRAPHY/EXAMPLES
Yay
Small gestures can make a big impact. They show something that can
resonate with the member and feel true to their life.
Moments that ring true.
Nay
Overly effusive expressions may seem awkward in our world.
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07. PHOTOGRAPHY/EXAMPLES
Yay
The relaxed casualness of this photo speaks for itself. It generates
interest in the subject.
Pictures that tell a story.
Nay
The earnest cuteness of this photo makes it feel less real, less
engaging and more generic. Photos like this are predictable in the
world of insurance. We want to break category.
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Stay healthy.
07. PHOTOGRAPHY/FRAMES
THP frames.
Schedule your annual checkup today.
Upper right frame
The rounded frame is only used
in conjunction with duotone
portraits due to its visual
complexity.
Framing content with the Sausage Man icon adds a subtle branding element. You have four options to choose from.
Top right, no frame No Sausage Man, no frame
If the Sausage Man is used as art,
then it should not be used in the
frame as well.
Stay healthy. Schedule your annual checkup today.
16
Don't use the icon in the bottom
right
This area is reserved for captions
in video.
07. PHOTOGRAPHY
Photos and type.
Color may be tinted with white
to increase legibility.
For example, this is Maroon with
a 50% white tint.
THP Blue with a 50% white tint.
Black-and-white photos in mulitiply mode and set on our brand colors can create a piece that is both graphic and expressive.
Stay healthy. Schedule your annual checkup today.
Stay healthy. Schedule your annual checkup today.
Stay healthy. Schedule your annual checkup today.
Stay healthy. Schedule your annual checkup today.
Duotone (two colors)
This style works best with
simple white backgrounds. The
subject's enviroment makes this
piece hard to read.
Avoid type on a color
photograph
It's often illegible.
Avoid a yellow background with
white text
It's often illegible.
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Stay healthy. Schedule your annual checkup today.
Stay healthy. Schedule your annual checkup today.
Stay healthy. Schedule your annual checkup today.
Illustration
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08. ILLUSTRATION
Communicating with illustration. Use illustration to add variety to your social feed. It’s simple and easily
connects with your audience.
Illustration may be a good choice when:
• Showing the logo of another organization.
• Recognizing a recent award.
• Communicating an idea without personification.
Where to get them:
Use the Noun Project (thenounproject.com) to find illustrations.
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08. ILLUSTRATION
Yay
Notice the illustration style is similar to the Sausage Man.
Nay
This illustration is too different from the THP style.
Take a cue from the Sausage Man.
Healthy eating tips
Delivered right to your inbox.
Healthy eating tips
Delivered right to your inbox.
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08. ILLUSTRATION
The right THP graphic is....
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...more simple than diagrammatic....more stylized than detailed....more iconic than illustrative.
...more graphic than realistic. ...more neutral than whimsical. ...more legible than light.
Stay healthy. Stay healthy.
Stay healthy.
08. ILLUSTRATION
THP frames.
Schedule your annual checkup today.
Schedule your annual checkup today.
Upper right frame
We brand visual content with the Sausage Man. There are four options to choose from.
Top right, no frame No Sausage Man, no Frame
If the Sausage Man is used as art,
then it should not be used in the
frame as well.
Schedule your annual checkup today.
22
Stay healthy. Schedule your annual checkup today.
Don't use the icon in the bottom
right
This area is reserved for captions
in video.
Stay healthy.
08. ILLUSTRATION
Yay.
We use symbols and icons to represent concepts.
Nay.
This cartoon illustration is at odds with the sleek style of the THP brand.
Use symbols and icons to communicate.
Schedule your annual checkup today.
23
Stay healthy.
Schedule your annual checkup today.
08. ILLUSTRATION
THP colors.
Stay healthy.
Schedule your annual checkup today.
Stay healthy. Stay healthy. Stay healthy. Stay healthy.
Schedule your annual checkup today.
Stay healthy.
Schedule your annual checkup today.
Schedule your annual checkup today.
Schedule your annual checkup today.
Schedule your annual checkup today.
THP Blue THP Secondary Green THP Secondary Blue THP Secondary Maroon Avoid using THP Secondary
Yellow with white when setting
type, due to low contrast.
Do not mix colors.
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Stay healthy.
Schedule your annual checkup today.
Stay healthy.
Schedule your annual checkup today.
Stay healthy.
Schedule your annual checkup today.
Stay healthy.
Schedule your annual checkup today.
Stay healthy.
Schedule your annual checkup today.
Stay healthy.
Schedule your annual checkup today.
08. ILLUSTRATION
Logos and badges.
Memorial Day Human Rights Campaign
Throughout the year we will want to share our affiliations and awards. In order to let these symbols speak for
themselves in a dignified way, we display them on a white background with an inset glow.
Pride
Because the illustration uses the
Sausage Man, there is no need to
repeat the logo.
Thank you for your sacrifice.
Don't use the frame in these
instances
Using the frame creates visual
clutter.
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Video
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Using video in your feed. Video is one of the most engaging types of posts. Use it to add variety to your
feed, and to capture your current followers in an unexpected way.
Some posts will naturally be live-action footage, such as interviews. Other
times, you’ll have to decide if the information you want to communicate should
be in video format.
Here are some guidelines to help:
• Use your instinct. If the nature of what you want to communicate works in
video format, you can use video.
• Awards, calls to action, explainers (for instance, how-tos), news and other
information are all types of posts that can be videos. (However, this does not
mean every single award has to be a video all the time.)
• Ask yourself, is there enough information to support a video? Is the
information interesting enough that it warrants a video? And finally, is this a
video you would sit and watch?
Sometimes, there will be a link in your post. Other times, you won’t need one.
If the video says everything you want to communicate, there is no need to link
out. If you are using the video to drive your followers to do something, then
use a link.
09. VIDEO
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09. VIDEO
Stay healthy.
Schedule your annual checkup today.
Schedule your annual checkup today.
#ItsWhatWeDo
You can employ the duotone (two colors) look in videos as well. Alternate colors, words and images to maintain the users' interest.
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09. VIDEO
Stay healthy.
WIth hundreds of PCPs in our network, it's so easy.
Schedule your annual checkup today.
#ItsWhatWeDo
Text and illustrations can also be used in videos. Alternate illustrations, words and colors to keep the users' attention.
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09. VIDEO
#ItsWhatWeDo
For live-action videos, use the Sausage Man logo in the upper right hand corner in order to leave space for captions. Captions are
natively generated captions from their respective platforms.
I COULD NEVER GET MY PRESCRIPTION FILLED THE LADY SAID SHE DIDN'T HAVE THE APPROVAL MEANWHILE THE DEPRESSION WAS GETTING WORSE THEN MIKE FROM TUFTS HEALTH PLAN CALLED
NOW I'M BACK AT WORK WITH A THERAPY DOG.
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Platform Executions
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10. FACEBOOK
Posts for Facebook. Mobile-friendly is a must
Currently, 93% of people who follow us on Facebook
use their mobile as their primary device to consume
content.
Hashtags on Facebook
Up to 1. On this platform, less is more. Use a short,
easy-to-remember hashtag, like #ItsWhatWeDo, to
align users to a brand value or a higher purpose, not
a product offering. Hashtags can be used across post
types with all formats.
Imagery
Posts that have a photo do better than those without.
Facebook tends to optimize for posts with pictures.
Keep illustrations simple and clean.
Upload video to the platform
It’s better to upload your video directly to Facebook
rather than including a YouTube link, as Facebook’s
algorithm tends to prioritize native video content.
SPECS*
BADGE:
Use the Tufts Health Plan icon in
upper right of images and videos
to aid brand awareness and
recognition.
VIDEO LENGTH: No more than 2 minutes. Studies
show engagement tends to fall
off after that.
VIDEO + IMAGE RATIO: 9:16 (portrait) vertical video is
optimal. More than 50% of digital
videos are now viewed on mobile
in vertical format. Still images
should be 1:1, 16:9 or 9:16 if in
stories.
VIDEO CAPTIONS: Uploaded videos need to be
compelling without sound.
MESSAGE: 90–125 characters. Text over 125
characters is allowed, but may be
truncated.
Tufts Health Plan
Michael + 24
Jasmine’s struggle to transition.
3 Comments
Before my surgery I would just stay inside
* Specs subject to change.
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11. INSTAGRAM
Instagram posts. Instagram is mobile-first
Almost 100% of users access Instagram through their
phones.
Hashtags
Up to 30. The more the better. Using many hashtags
is recommended, and means your post will appear
across several conversations. Plus, they boost the
relevancy and organic reach.
Sound off
Videos on Instagram will automatically play without
sound. Keep this in mind and use compelling visuals
that make sense.
tuftshealthplan •••
tuftshealthplan
SPECS*
BADGE:
Use the Tufts Health Plan icon in
upper right of images and videos
to aid brand awareness and
recognition.
VIDEO LENGTH: Data from HubSpot found
Instagram videos that received
the most comments were around
26 seconds.
VIDEO + IMAGE RATIO: 9:16 (portrait) vertical video is
optimal. More than 50% of digital
videos are now viewed on mobile
in vertical format. Still images
should be 1:1, 16:9 or 9:16 if in
stories.
MESSAGE: 90–125 characters. Text over 125
characters is allowed, but may be
truncated.
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* Specs subject to change.
12. TWITTER
Twitter posts. Mobile-first
93 % of Twitter users access the platform via mobile.
Hastags
Use 1 or 2. Mind the character count. Using hashtags
on Twitter lowers the available character count for
the message, so only relevant and branded hashtags
should be used.
Character limit and what it means
On Twitter you are limited to 280 characters. Now,
does that mean you should use all of them? Not
necessarily. But maybe sometimes. Twitter is a place
for brief thoughts, but test what works with your
audience.
Tease through video
Consider using video on Twitter as a way to “tease”
full-length content that can be found on our website.
Tufts Health Plan @TuftsHealt...Icit ilibusc itatusciatia ipsumquam net quunditatiae exera disquam conse rersperum #ItsWhatWeDo
Jasmine’s struggle to transition.ItsWhatWeDo.com
SPECS*
BADGE:
Use the Tufts Health Plan icon in
upper right of images and videos
to aid brand awareness and
recognition.
VIDEO LENGTH: No more than 30 seconds, the
platform limit. Video length
maximum is 140 seconds.
VIDEO + IMAGE FORMAT: Video ratios need to be 1:1 or
16:9. Maximum file size is 512MB.
Recommended video formats are
.MP4 for web and .MOV for mobile.
For still images use 1024 x 512
pixels, maximum file size of 5MB.
MESSAGE: 180–280 characters.
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* Specs subject to change.
13. YOUTUBE
YouTube posts. Consider YouTube as your video library
Videos can be organized into various playlists by
topic. YouTube also lends itself to more in-depth
videos such as demos, how-to tutorials, FAQs, long-
form member stories and more.
SPECS*
BADGE:
Use the Tufts Health Plan icon in upper
right of images and videos to aid brand
awareness and recognition.
VIDEO LENGTH: Around the 2-minute mark.
VIDEO FORMAT: Recommended dimensions: 426 x 240
(240p), 640 x 360 (360p), 854 x 480
(480p), 1280 x 720 (720p), 1920 x 1080
(1080p), 2560 x 1440 (1440p) and 3840
x 2160 (2160p). Minimum dimension is
426 x 240. Maximum dimension is 3840
x 2160. Aspect ratio is 16:9 (auto adds
pillarboxing if 4:3). Maximum file size
is 128GB or 12 hours, whichever is less.
Accepted video formats include: .MOV,
.MPEG4, MP4, .AVI, .WMV, .MPEGPS,
.FLV, 3GPP and WebM.
:10
:32
Jasmine’s struggle to transition.Tufts Health Plan 2K views • 2 weeks
BEFORE MY SURGERY I WOULD JUST STAY INSIDE
SHE’S BEAUTIFUL. SHE’S SMART. SHE’S OURS.
Diagnosing Autism in Children
35
* Specs subject to change.
14. LINKEDIN
LinkedIn posts. Hastags
No more than 5.
How long should it be?
Optimize the length based on the goal:
- Under 30 seconds:
For brand awareness and brand consideration
goals. A study by LinkedIn found that videos
under 30 seconds reported a 200% lift in view
completion rates.
- More than 30 seconds
Test longer videos for demand generation.
The same study found that longer-form
content drove as many clicks and views as
shorter videos because they help tell a more
complex product or brand story.
SPECS*
BADGE:
Use the Tufts Health Plan icon in
upper right of images and videos
to aid brand awareness and
recognition.
VIDEO + IMAGE FORMAT: Video aspect ratio is 1:2.4 to
2.4:1. Maximum file size is 5GB.
Accepted video formats are .ASF,
.AVI, .FLV, .MOV, .MPEG-1, .MPEG-
4, .MKV and .WebM. Video length
minimum is 3 seconds, maximum
is 10 minutes. Video maximum
frame rate is 60fps. Static images
should be 1200 x 675 pixels.
Tufts Health Plan
It’s what we do.ItsWhatWeDo.com
It ad experum lam faccaboreici ipsandae eos voluptat experio nsediti reptinc tioreped quam as ullore.
36
* Specs subject to change.
37
Some Examples
15. SOME EXAMPLES
Historic holiday
An inspirational quote or, poignant portrait are appropriate ways to
celebrate the contributions of historical figures.
Professional sports teams
Due to licensing issues, use of official logos can be problematic.
Instead, use a graphic with the team's colors.
GO SOX!
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The ultimate measure of a
man is not where he stands
in moments of comfort and
convenience, but where he
stands at times of challenge
and controversy.
—Martin Luther King, Jr. GO B's!
While not intended to be comprehensive, these examples are provided to help guide you in how to approach common content types.
California Kale Salad with Tomato, Cabbage and More
Balsamic Chicken with Mushrooms
A heart-healthy and delicious recipe:
A quick and easy recipe idea for diabetics:
Recipes
The top copy block explains why we've posted it. The bottom
block is the recipe name.