Don’t be the “Nice Guy” How a confident tone of voice improves social media engagement

Anthony Leung (@meanwritehook), Social Media Manager

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

Jay Z

My Social Media KPIs ●  Engagement ●  Reach ●  Audience

Let’s get on the same page first

●  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

Building an audience who appreciates, identifies with, and expects your behaviour

Damn you, Zuckerberg!

So, what do you mean by “nice guy”?

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 ______________

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...

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

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?

… 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…

Every engagement is an opportunity

Attract like-minded and participate

Build an expectation over time 2013

2014

2015

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

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Customer care, marketing, it’s all the same

Customer care, marketing, it’s all the same

When audience joins in, you’re onto something

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

Questions? Anthony Leung (@meanwritehook)