Anthony Leung is Just Eat's Social Media Manager! He has accumulated 10 years experience, specialising in social media, content strategy, creation and digital marketing having previously worked in Social Media for Rackspace and Save the Children. Read Anthony's presentation 'Don't be the nice guy' from Oi15!

1. Don’t be the “Nice Guy”
How a confident tone of voice improves social media engagement
Anthony Leung (@meanwritehook), Social Media Manager

2. “You could've been anywhere in the
world, but you're here with me.
I appreciate that.”
Jay Z

3. My Social Media KPIs
● Engagement
● Reach
● Audience
Let’s get on the same page first

4. ● Engagement = tone of voice, brand values and expectations
● Reach = connecting or reconnecting with the brand
● Audience = result of attracting people with same values
Regular engagement with a brand, a person, a personality,
begins to build trust and loyalty.
Let’s get on the same page first

5. Building an audience who appreciates, identifies
with, and expects your behaviour
Damn you,
Zuckerberg!

6. So, what do you mean by “nice guy”?

7. Let’s go back to highschool...
Quick, name someone you went to
highschool with:
● The know-it-all
● The leader
● The funny one
● The thoughtful one
● The one who’s a bit of a jerk
● The ______________

8. Bet you didn’t name the “nice guy”.
You use the word “nice” to describe someone when you can’t
use another word to describe this person’s personality or
values.
Let’s go back to highschool...

9. Brands put so much effort into building a tone of voice
on adverts, but it doesn’t always make it to social
● Sacrificing values and tone to play it safe
● Expectations from brand isn’t fulfilled on social media
● We tend to overthink and sacrifice personality
● *Be confident!* Go out there and be yourself
“Nice”: the default position

10. Our journey: discovering the brand as a person
● “What content is ‘right’” to “how does my brand behave”
● Cross between brand values and target audience
○ What makes them excited, frustrated
○ How does this person speak - funny, authoritative
○ How does this person react to subjects that matter to
your brand
○ How does this person handle a bad situation
Who the heck are you?

11. … is like chicken and chips - so much better together
● Regular meetings and bonding with teams
● Share information, observations and plans
● Empower each other
○ Marketing should know CC procedures and support
○ CC should know tone of voice, be given freedom to
engage and opportunities to expand beyond complaints
Marketing and Customer Care…

12. Every engagement is an opportunity

13. Attract like-minded and participate

14. Build an expectation over time
2013
2014
2015

15. Use every opportunity, don’t waste
a single tweet...
>

17. Customer care, marketing, it’s all the same

18. Customer care, marketing, it’s all the same

19. When audience joins in, you’re onto something

20. Key takeaways
● Discover what your brand stands for
● Do a pencil sketch and know your brand as a character
● What is the behaviour that you want to be known for
● Hire people who lives your values and tone of voice
● Bring CC and Marketing close together, empower each other
● Don’t be afraid to try new things
● Encourage behaviour from audience

21. Questions?
Anthony Leung (@meanwritehook)