E.B.
Could you try by helping him not to try so hard to get kids to like him, but to develop the traits that people naturally like? Trying too hard often mean that we're creating a persona that will seem appealing. Instead, help him become trustworthy, not one to gossip, kind, friendly, smiling, and helpful.
Practice good helping habits (holding the door open at the grocery store for the next customer, saying please and thank you for small things at home, offering to take the trash out, etc), and demonstrate these yourself, while mentioning them. For example, say aloud "it looks like Mrs. Senior Citizen across the street needs her sidewalk shoveled; let's go do it together" and then if Mrs. Senior Citizen offers any money in return, smile and say something like "we're glad to help you, we won't accept any money" no matter how wealthy Mrs. Senior Citizen is.
Try role playing. Use a visual cue (closed fist, or a sign language signal) to remind him to lower his voice. Or place a little note in the home (where only family will see it) that reminds everyone to use quieter voices.
And consider limiting his xbox online communication. 10 is way too young to be soliciting online friends for gaming. That's not realistic - often these "friends" that one finds online are not who they seem to be. They may be much older, they may be seeking vulnerable children, they may be acting like the coolest, most confident, friendly, appealing gamer when actually they are nothing like that at all. If you must, let him play xbox but not live, or online. Just a one player game for a little entertainment. It's very potentially dangerous for a kid who's not even a tween to be begging for people to play with him online. One of these days some predator will jump on this situation and befriend your child and lead him down a road you do not want to think about. Don't allow your son to solicit friends online on any device. Practice real world skills with real people, and develop a solid foundation within himself that will carry him through life.