don't be the "nice guy" - how a confident tone of voice improves social media...
TRANSCRIPT
Don’t be the “Nice Guy”How a confident tone of voice improves social media
engagement
Anthony Leung (@meanwritehook), Social Media Manager
● 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!
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…
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