the most powerful conversation your brand could have today
TRANSCRIPT
FMCG, Hospitality & Retail 1
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“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.”
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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.
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FRIENDLY UNDERSTANDING
HELPFUL
CHEERFUL
KNOWLEDGEABLE
APPROACHABLE
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FRIENDLY
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The Standard Average Co.
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Helvetica
Times New Roman
Bradley Hand
Comic Sans
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AffectionateChummy
PolitePuts You At Ease
Warm Cordial
AttentiveMotherly
Overly Familiar Comradely
Intimate Cooperative Supportive
FondGenial
Brotherly / Sisterly
HelpfulLovingLoyal
NeighbourlySympathetic
AmicableWelcoming
CloseLovey-Dovey
AmiableWarm-Hearted
KindSociableTender
CivilConfiding
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Build Trust
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Ensure Consistency
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Consistency
Familiarity
Trust
Loyalty
Advocacy
Good afternoon, please accept our sincere apologies, if you can send
us a private message we will look into his for you.
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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!
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?
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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
this for you.
We've had some goblins in the system but I can promise it's
on its way!
Increase Engagement Rate
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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
÷×
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Safe & non-distinctive Engagement Rate: 0.03% -
0.9%
Engagement Rate: 3% - 11%
Distinctive
Build Community
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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
Creative Content Competitions
Social Graphics Topical / News / PR
Social Advertising Interactions
Customer Service
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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.
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Maya Angelou
“I've learned that people will forget what you said, people will
forget what you did, but people will never forget how
you made them feel.”