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The most powerful conversation your brand could have today

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Often overlooked, social tone of voice is one of the most undervalued assets for an organisation yet it is the foundation for a brand’s entire social media presence.

Presented at Marketing Leaders Masterclass #MLleeds

In this session Laurra will give clear insight on how brands can benefit from a more strategic and thoughtful approach to their social tone of voice, and why playing it safe or getting it wrong can result in disengagement and a disjointed brand proposition.

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The most powerful conversation your brand could have today

  1. 1. FMCG, Hospitality & Retail 1
  2. 2. 2
  3. 3. “You wouldn’t happen to have a pen I could borrow, would you?” “Do you have a pen I can borrow?” “Pass me that pen.” 3
  4. 4. Social Tone of Voice is the character of your brand online as expressed through the written word. It's what you say and how you say it. 4
  5. 5. FRIENDLY UNDERSTANDING HELPFUL CHEERFUL KNOWLEDGEABLE APPROACHABLE 5
  6. 6. FRIENDLY 6
  7. 7. The Standard Average Co. 7
  8. 8. Helvetica Times New Roman Bradley Hand Comic Sans 8
  9. 9. 9
  10. 10. Affectionate Chummy Polite Puts You At Ease Warm Cordial Attentive Motherly Overly Familiar Comradely Intimate Cooperative Supportive Fond Genial Brotherly / Sisterly Helpful Loving Loyal Neighbourly Sympathetic Amicable Welcoming Close Lovey-Dovey Amiable Warm-Hearted Kind Sociable Tender Civil Confiding 10
  11. 11. 11
  12. 12. Build Trust 12
  13. 13. Ensure Consistency 13 Consistency Familiarity Trust Loyalty Advocacy
  14. 14. Good afternoon, please accept our sincere apologies, if you can send us a private message we will look into his for you. 14 I'm really sorry to hear this. Can you send us a private message with your order details and I’ll look into this for you. Hello, thank you for your message. We’re sorry to hear you’ve had a bad experience please can you send us a PM and we’ll be able to help further. Thank you for your message! We're really pleased to hear you enjoyed it! Thanks for your comment, it’s so great to hear you liked it!
  15. 15. We’ve had a word with our red pepper person and there’s been no changes to our recipe so we think it’s just a mistake on our part. Shall we send you another one so you can have another go at it? 15 No, that’s not the case, But if it ever was then you have permission to give us hell. Can we just say that you are rocking our world right now. Sorry. To be honest that shouldn’t have happened – drop us a message and I’ll chase We've had some goblins in the system but I can promise it's on its way!
  16. 16. Increase Engagement Rate 16
  17. 17. Facebook Engagement Rate Another way The amount of likes, shares, clicks or comments on a post Total number of fans 100 ÷ × How Facebook measures it The amount of likes, shares, clicks or comments on a post The amount of people who saw it (reach - organically and paid) 100 ÷ × 17
  18. 18. Safe & non-distinctive Engagement Rate: 0.03% - 0.9%
  19. 19. Engagement Rate: 3% - 11% Distinctive
  20. 20. Build Community 20
  21. 21. Be clear about who you are speaking to Come up with a list of specific words and characteristics Be clear about what it IS and what it ISN'T Make statements not bullet points Develop a copy style with specific examples Don’t be afraid to take small risks Get into the nitty gritty 21
  22. 22. Creative Content Competitions Social Graphics Topical / News / PR Social Advertising Interactions Customer Service 22
  23. 23. Social Tone of Voice is the character of your brand online as expressed through the written word. It's what you say and how you say it. 23
  24. 24. 24 Maya Angelou “I'velearnedthat peoplewill forget what yousaid, peoplewill forget what youdid, but peoplewill neverforget how youmadethemfeel.”

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