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May 29 Posted 2 years ago
Thanks, Joel, Loraine and Chris for your comments, I’m glad you all enjoyed reading the post. At Barclaycard we’ve been focussing on humanising our tone of voice, particularly in customer service communications because we really want to reflect our brand personality and attitude in in the social environment.
May 27 Posted 2 years ago
The primary experience of most consumers with most brands these days is via digital.
Tone of voice is crucial.
I think Text Analytics will change brand owners' understanding of what consumers are saying, offering "in-flight" brand-strategy corrections and allowing development of a strong verbal identity for brands.
(At least I hope so, at Verbal Identity we are building a business on it.)
A great post. 100% on the money.
Hope to hear more from you on this. How is Barclaycard adapting to the wealth of new information out there?
May 26 Posted 2 years ago
The tone that brands use when they communicate via social media is critical to lasting engagement. Some brands have a lackluster voice or tone, and that does not help engage with critial audiences. Those who have a unique and authentic voice are the ones who are more successful. Be yourself, have some humor and be real. Audiences love authenticity! Great post, Ben. Loraine Antrim, http://twitter.com/#!/loraineantrim
May 25 Posted 2 years ago
Good article. Although social media is getting more popular and it's harder to shout above all the noise, i agree with your premise that you can differentiate yourself through your unique personality and in marketing terms - your unique selling proposition. Keeping it simple so the message is easily understood is key to success.
Thanks for this informative article.
Joel at www.j3webmarketing.com