Social Media Marketing

Dr. Sumit Sangwan

Assistant Professor
Learning
Outcomes
After this lecture, you will be able to

• To understand the importance and characteristic of

social media marketing voice.
 Social Media Marketing Voice

Unique brand voice that stands out from competitors.

Don’t get lost in the noise.

The voice through which you engage with your consumers

on social media.
 Social Media Marketing Voice

• Unique personality/persona

• Multiple messages/campaigns but a similar voice

• Communication/description of brand personality

• Think of your friends as brands

 Why to design?

• Brand voice is about projecting your brand’s

personality.

• Connect with targeted audience

• Allow consumers to gain a sense of who you are, how

you are unique.
 3Cs to develop a voice

Culture: What you stand for? Your uniqueness

Community: How your community/audience speaks?

Conversation: What you want to convey?

 Dove

• The beauty and self-care brand Dove is most well known

for its uplifting and powerful brand voice that encourages
customers to embrace their inner beauty.

• The brand voice works to build awareness of body

positivity, female empowerment, and self-love. Dove
Voice:
https://www.youtube.com/watch?v=_XOa7zVqxA4&t=90s
 Nike

• Nike, the sporting goods brand, is perhaps most well

known for its effective tagline of “Just Do It”.
• The brand voice follows along with that message by
being confident and assertive. The communication and
messaging from Nike are simple, effective, and to the
point.
 Nike

• Nike uses its efficient messaging and brand voice to

encourage audiences to go for their goals and never
give up.
Nike voice:
https://www.youtube.com/watch?v=PZIqV7wNyyU
 Spotify

• Spotify, a music streaming company, has a brand voice

that is funny, direct, and concise.

• Rather than taking itself too seriously, Spotify plays up

the humor of different playlists, music genres, and new
releases.
 Spotify

• Spotify uses this brand voice to connect with customers

in a casual and friendly manner, helping to build a
positive association between the brand and its
audiences.

• https://www.youtube.com/watch?v=-X_2TT43PRs
Spotify
 Is it useful?

Connect (not price over brand name)

Yes this product is for me

Message/Motivation

Engagement

Impression

Reach
 What to take care of?

Aligned with your

mission and objectives

Aligned with your goals

Designed for targeted

audience

Analysis your existing

content
 What to take care of?

• Define voice attributes

• Storytelling

• Look for best performing content

• SEO
 What to take care of?

• Audience research (Buyer persona)

• Consistent and aligned message

• Incorporate values

• Be clear and concise

 Values

We are completely transparent

• We encourage our customers to understand exactly

how our products are made.

• We detail the environmental footprint of everything

we do.
 Values

• We benchmark ourselves against competing

products & brands.

• We are completely transparent about our suppliers

& partners.

• We ask suppliers & partners to provide us with hard

proof about their practices.
 Values

We never take shortcuts

• In the choice between different courses of action, we will

always take the route that makes our company and our
products better and more responsible.

• We develop our own packaging material.

 Values

• We say firmly no to cheap but harmful materials, such as

BPA-plastics.

• We evaluate our suppliers & partners on more than just the

cost.

• We avoid working with suppliers & partners that we can’t

influence.
 Further readings

• https://www.agood.com/blogs/about-us/our-values

• https://blog.hubspot.com/marketing/brand-voice

• https://www.semrush.com/blog/how-to-define-your-tone-of-voice/
That’s all for now…