FMCG, Hospitality & Retail 1

2

“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

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

FRIENDLY UNDERSTANDING

HELPFUL

CHEERFUL

KNOWLEDGEABLE

APPROACHABLE

5

FRIENDLY

6

The Standard Average Co.

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Helvetica

Times New Roman

Bradley Hand

Comic Sans

8

9

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

10

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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

16

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

22

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

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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.”