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.

1. FMCG, Hospitality & Retail 1

2. 2

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. 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. FRIENDLY
UNDERSTANDING
HELPFUL
CHEERFUL
KNOWLEDGEABLE
APPROACHABLE
5

6. FRIENDLY
6

7. The Standard Average Co.
7

8. Helvetica
Times New Roman
Bradley Hand
Comic Sans
8

9. 9

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

12. Build Trust
12

13. Ensure Consistency
13
Consistency
Familiarity
Trust
Loyalty
Advocacy

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. 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. Increase Engagement Rate
16

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. Safe & non-distinctive
Engagement Rate: 0.03% -
0.9%

19. Engagement Rate: 3% -
11%
Distinctive

20. Build Community
20

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. Creative Content
Competitions
Social Graphics
Topical / News / PR
Social Advertising
Interactions
Customer Service
22

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
Maya Angelou
“I'velearnedthat peoplewill
forget what yousaid, peoplewill
forget what youdid,
but peoplewill neverforget how
youmadethemfeel.”