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From YouTube: GitLab Tone-of-voice: Seat at the Table (SatT)
Description
A walkthrough of our tone-of-voice guidelines and data that informed them.
Handbook link: https://about.gitlab.com/handbook/marketing/corporate-marketing/#tone-of-voice
A
Hi
everyone.
Today
we
are
going
to
be
going
over
the
tone
of
voice
guidelines.
These
guidelines
can
be
found
in
the
corporate
marketing
handbook.
It
is
january,
19,
2021
and
on
the
video
today
we
have
the
social
team,
the
content
team
ash,
who
is
our
copywriter
and
myself,
so
I'm
going
to
hand
it
off
to
brie
to
begin
the
presentation.
B
B
C
The
majority
of
our
twitter
and
facebook
audiences
appear
to
be
men,
along
with
people
between
the
ages
of
25
to
34,
and
you
can
hit
to
the
next
slide.
This
makes
sense
because
it
does
translate
to
our
community
members
actually
following
us
next
slide.
Our
listening
data
proved
that
folks
are
talking
about
gitlab.
In
fact,
we
found
over
40
000
unique
authors
next
slide.
C
We
also
found
that
70
of
those
folks
were
using
social
on
the
web
versus
mobile,
which
sticks
true
to
our
community
because,
typically
outside
the
technology
function
like
ourselves,
you'll
see
high
mobile
usage.
So
I
kind
of
like
to
envision
that
our
contributors
are,
you
know,
building
in
gitlab,
deploying
and
then
turning
to
social,
to
talk
about
it
next
slide.
C
C
C
So
it's
important
to
note
that
linkedin
is
a
social
platform
for
building
your
personal
brand
and
also
doing
job
searches.
So
we
do
often
see
that
entry-level
audience
again,
meaning
the
three
to
five
years
of
experience
next
slide
and
for
those
who
discover
or
visit
our
page.
Their
job
functions
start
to
really
level
out
and
incorporate
the
sales
function.
C
C
D
D
Is
you
know
the
traditional
corporate
power
structure
where
there's
a
room
where
all
the
decisions
happen,
so
the
person
we're
speaking
to
has
never
been
invited
to
this
room,
but
should
be
we're
the
old
friends
with
connections
who
will
help
unlock
that
door,
pull
up
a
chair,
we'll
say
to
them
to
the
room.
This
is
the
one
I've
been
telling
you
about
and
unlike
the
traditional
corporate
power
structure,
this
isn't,
like.
You,
know,
nepotism
or
anything
like
that.
D
D
D
We
like
to
think
of
standing
as
the
handshake,
where
we're
inviting
and
introducing
while
providing
essential
information.
This
is
really
the
trust
building
stage.
So
straightforward
content
is
kind
of
key
here,
so
we're
saying
you
know
welcome
to
the
room.
These
are
the
folks
you'll
be
working
with,
and
this
is
what
they'll
do
and
then
we
have
the
comfortable
chair,
which
is
seated
business,
casual
we're
offering
an
inclusive
perspective
on
an
exclusive
space.
So
a
lot
of
times
in
the
developer
space.
D
D
D
So
again,
just
like
before
we're
aligning
these
the
tone
of
voice
to
get
labs
values
so
with
each
of
these.
What
the
tone
of
voice
aims
to
do
with
collaboration
is
inviting
success
by
putting
the
dev
at
the
center
of
the
journey
results.
Using
customer
results
to
empower
future
devs
efficiency,
providing
accessible
resources
for
self-learning
diversity,
catering
to
every
learning
style,
with
multimedia
documentation,
iteration
publishing
the
simplest
possible
content
and
transparency,
creating
straightforward
content
that
prioritizes
dev
needs.
D
So
with
that,
we
kind
of
want
to
think
about
how
this
tone
of
voice
can
be
humanized,
and
in
order
to
do
that,
we
kind
of
put
assign
a
sort
of
character
to
this
tone
of
voice,
and
that
is
devin
and
in
the
inclusive
nature
of
get
lab.
We've
stated
their
pronouns,
which
is
say
them,
and
devin
is
the
one
at
the
party
who
listens
more
than
talks,
they're,
honest
and
uncomplicated.
D
Their
jokes
are
subtle,
but
never
at
the
expense
of
others.
Devon's
passionate
about
inclusivity
and
amplifies
unheard
voices
over
their
own
devin
is
routine
oriented,
humble,
but
sometimes
stubborn.
Still
they
fearlessly
embrace
change.
Devon
is
hard
working
but
values
free
time,
they're
interested
in
life
hacks
and
using
data
to
improve
their
habits,
they're,
always
learning
and
openly
sharing
what
they
know
without
knowing
it
all
devon
is
an
early
adopter
who
appreciates
function
and
isn't
necessarily
into
flashy
tech.
They
have
an
analytical
mind.
Devon
is
measured
in
their
decisions,
thoroughly
researching
every
major
purchase.
D
They
were
one
of
the
first
to
invest
in
cryptocurrency
and
while
they've
built
a
sizable
portfolio,
they
still
wear
the
same
five
shirts.
So
what
this
is
meant
to
do
is
again
just
devin
and
all
of
these
little
traits
kind
of
build
up
the
personality
of
the
tone
of
voice,
so
that
when
somebody
is
writing
any
piece
of
content,
it
really
gives
them
a
true
understanding
of
how
that
tone
of
voice
plays
into
the
larger
messaging
and
personality
of
the
brand.
D
So
with
that
in
mind,
the
tonal
principles
align
with
these
traits
so
knowledgeable,
relatable,
honest,
practical
aspirational,
decisive
and
clever
and
we'll
get
into
how
those
align
with
the
content
as
well.
But
when
we're
thinking
about
devin
devin
is
devon,
trades
fun
facts,
whereas
some
other
dev
interrupts
with
superfluous
insights.
We
all
know
that
person.
I
think.
B
D
Then
finds
devon
finds
common
ground
versus
some
other
dev
finds
higher
ground
devon,
prioritizes
truth,
whereas
some
other
devs
lies
by
omission
and
what
I
think
about
with
that
specifically
with
brands
is
that
you
know,
I
think
gitlab's
culture
is
open
and
honest.
It's
the
way
you
know
documentation
is
shared,
even
the
handbook,
and
I
think
a
lot
of
other
brands.
You
know
don't
necessarily
tell
the
whole
truth
about
their
product
or
their
culture,
and
that's
definitely
a
unique
point
for
gitlab.
D
We
also
have
you
know:
devin
creates
a
to-do
list
versus
some
other
dev
created
to
don't
list
so
we're
just
kind
of
seeing
you
know.
Devin's
very
positive
devin
is
a
daydreamer
versus
some
other
is
a
dream.
Crusher
devin
thoughtfully
considers
another,
would
impulsively
respond
and
then
devin
is
low-key,
funny
and
thoughtful.
Some
other
dev
is
high-key,
sarcastic
and
pretentious.
D
D
D
D
D
D
So
with
standing,
because
this
is
a
trust
building
stage,
we
want
to
be
knowledgeable,
relatable,
honest
and
practical,
and
that's
where
you're
going
to
see
the
product
documentation
pretty
much
all
of
the
straightforward
content
as
we
move
to
seated
we're,
adding
aspirational
and
decisive.
So
this
is
where
we
kind
of
see
the
developer
stories
will
come
into
play.
D
D
And
this
is
a
slide
that
the
social
team
had
asked
for,
and
I
think
it's
a
really
great
way
to
illustrate
the
content
flexibility
across
the
life
cycle,
so
this
doesn't
just
apply
to
social.
This
is
any
content
category
we
want
to
think
of
the
user
journey
as
something
that's
flexible,
so
it's
not
linear
and
each
marketing
channel
can
kind
of
use.
This.
D
Keep
it
in
mind
so
feature
messaging,
target
audience
and
marketing
objectives
will
inform
the
way
we
connect
an
example
of
this
and
how
it
flexes
we
have
within
social
standing
seated
and
at
the
table
standing
would
be.
You
know,
paid
media
retargeting,
so
we're
driving
consideration
with
solutions,
focused
videos
and
direct
captions
seated.
We
have
influencer
campaigns
where
we're
creating
interests
with
inspirational
stories
from
the
get
lab
community
and
then
at
the
table
we're
getting
more
friendly
a
little
bit
clever.
D
These
are
excerpts
from
different
pieces
of
content
that
would
apply
to
a
specific
topic
and
kind
of
how
that
tone
of
voice
would
read
based
on
the
type
of
content.
So
just
quickly
in
this
one
we
have
standing
seated
and
at
the
table.
You
can
see
that
the
first
example
is
documentation,
and
just
you
know
how
it's
very
straightforward
and
and
focuses
on
the
subject
at
hand
in
a
very
direct
way,
and
then
seated.
D
This
would
be
like
web
copy
on
a
landing
page,
and
you
can
see
just
starting
out
that
it's
a
little
bit
more
punctuated
versus
the
intro
on
the
previous
one
would
be
a
little
bit
longer
and
then
at
the
table.
That's
a
social
post,
so
you
know
we're
getting
emojis
that
little
cleverness
that
is
going
to
play
into
the
fun
side
of
the
brand.
D
D
So
we
have
you
know
things
like
get
actionable
insights,
there's
different
ways
to
say
that
so
we
would
say,
maybe
see
a
better
workflow
get
production
trends
at
a
glance,
and
even
things
like
that,
you
commonly
hear
tossed
around
like
innovative
software
or
multi-user
functionality,
not
even
necessarily
jargon,
but
just
kind
of
empty
buzz
words,
and
we
kind
of
really
want
to
say
what
we
mean
with
the
tone
of
voice.
So
these
are
all
just
examples
of
how
we
can
clarify
and
humanize
our
language.
D
So
the
clever
trait
is
what
gives
that
an
authentic
personality
we
introduce
it
at
the
the
informal
end
of
the
spectrum
because
it
works
best
when
we've
already
built
some
trust.
We
use
clever
to
illuminate
or
muse.
Our
specific
brand
of
clever
humor
is
largely
straightforward,
with
some
light.
Wordplay
delightfully
wholesome,
but
never
hokey,
astutely,
charming
and
difficult
situations
and
uniquely
unpredictable
for
its
scarcity.
D
So
these
are
some
real
social
examples
that
I've
pulled
and
I
have
to
say
I
really
love
a
lot
of
these.
So
the
largely
straightforward
with
some
light
word
play.
You
know
this
is
somebody
tweeting
and
so
they're
saying
that
they
were
able
to
use,
get
lab
runner
to
successfully
implement
something,
and
then
you
know
we're
responding
with.
I
just
felt
like
running
and
I
think
that's
a
good
way
to
capitalize
on
word
play
without
you
know.
D
You
know
that
marketing
writing
where
we
might
necessarily
use
certain
word
play
which
can
sound.
You
know
contrived
and
then
we
have
like
delightfully
wholesome,
but
never
hokey,
maybe
like
sophisticated
dad
humor.
So
approval
is
optional
and
then,
as
long
as
you
approve
of
yourself,
you
won't
need
approval
from
anyone
else
and
then
there
was
like
a
threaded
reply
that
was
like
you
know,
but
seriously,
and
then
they
provided
some
additional
important
information.
So
I
think
that's
a
good
way
to
approach
it
and
then
astutely
charming
in
difficult
situations.
D
This
is
somebody
saying
that
they
needed
help
with
something,
and
they
kind
of
referred
to
that
the
person
in
charge
of
it
had
taken
time
off
work
and
then
the
response
kind
of
takes
into
account
like
get
labs
culture
as
a
whole,
like
we
have
a
very
open
pto
policy,
but
they're
slacking
the
person
to
come
back
soon.
I
just
think
that
was
really
clever
and
yeah
good
way
to
handle
a
difficult
situation.
D
So
with
that
in
mind,
just
in
closing,
the
tonal
narrative
is
just
overall,
everyone
is
invited
and
the
spirit
of
transparency
and
collaboration
is
what
sits
set
to
get
lab
apart.
Sat's
theme
reflects
this
by
flipping
the
narrative
of
the
traditional
corporate
hierarchy
by
inviting
devs
to
the
table,
we're
offering
an
inclusive
perspective
on
gitlab's
exclusive
vision.