TCP Workshop (24/09/13): Best practice digital & social media

Digital and Social Media

Best practice workshop24.9.13

Tweet your questions to @TechUK #tradechallenge

Intellect - Who we are

Intellect is the go-to organisation for the UK tech industry. It is the trade association for the UK’s tech sector, which represents

developers and suppliers of digital technology and services.

Intellect has over 860 member companies including major multinationals, mid-sized firms and small businesses.

Collectively these companies directly employ more than half a million people in the UK and their products and services are

used by every part of the UK and global economy.

Download our brochure here: http://bit.ly/IUK2013Website: http://www.intellectuk.org/

Intellect - Objectives

• Make the UK good for tech - work to ensure the UK is the best place in the world for tech companies to start-up, locate and grow

• Make tech good for UK PLC - work to ensure that the full economic potential of technology is harnessed across the whole economy

• Make tech good for UK people - work to ensure that technology is used to enhance the lives of everyone

Four step methodology

Research Develop Execute Measure

1 2 3 4

Key steps explainedResearch: - Audit (existing social media presence) - Audit (operational - social media structure and processes).

Develop: - Create the social media formula - Outline set-up for the organisation.

Execute: - Implement social media formula.

Measurement: - Monitor and measure the business impact of social media.

1

2

3

4

Research: Audit existing social media presence

Research: Define the channels that are important to you

Video/Photo/Audio Sharing

Editorial/ Reputation Communities

Aggregators/RSS Feeders

Social Networks(Traditional & White Label)

Distributors

Micro Blogging (Twitter)

Research: What is your social landscape?

Account Broadcast Share - Staff

Share Engagement from us

Total Engagement at us @: spam @: RT: *

@IntellectUK 15 8 5 0 28 17 21* 17 1

@ShortCircuit_uk

27 1 3 0 31 0 4 2 0

@SignalsUK 34 3 4 0 41 0 1 7**

0

* Staff members randomly adding @IntellectUK on to tweets** 6/7 RTing an Intellect Twitter account

Account Tweets Followers Following Ratio@IntellectUK 3042 3551 953 1.17

@SignalsUK 1261 132 284 0.025

@ShortCircuit_UK 552 131 103 0.23

Research: How do we use those accounts? (Twitter)

Research: In-depth analysis

Research: What are we saying?

Ineffective broadcast

tweets

Research: What aren’t we saying?

Missed engagement

Research: Who is saying it?

Staff accounts vs. corporate

account

Audit operational process

External audience

MarComms

SalesProducts

Events Members

IDENTIFICATION OF OUR AUDIENCE: WHERE ARE THEY?

TWITTER; LINKEDIN?

BLOGS; VLOGS?

COMMUNITIES: FORUMS,

WEBSITES?

AUDIT INDIVIDUAL/

PLATFORM TO SEE IF

RELEVANT

WHAT DO WE WANT TO SAY

TO THEM?

HOW DO WE WANT TO SAY IT?

TWEET? INFOGRAPHIC?

VLOG?

SEEDING CONTENT AND ENGAGING WITH OUR

AUDIENCE/ WIDENING THE CONVERSATION

CONTENT CREATION

Develop: Social auditing

These words will help you to seek out the conversations already going on in your area which will, in turn, help you to identify new people who

will become part of your audience. This audit will also help you to shape your future conversations so your content becomes even more effective and reaches the widest possible

audience.

Develop: Identifying people

These will comprise your core audience who you wish to reach every time you have

something important to say or share and, ideally, pro-actively engage with. This list will

change over time and will need to be reviewed.

1. Identify a core top 10 list (who are on social media)

2. Identify a further list of 25 people or organisations who are our wider advocates, influencers or press

Develop: Mentionmapp

One thing to check to ensure that you have found the

obvious terms that may have been overlooked because if

their simplicty is by running a search through

http://www.mentionmapp.com

This will display mentions, hashtags and Twitter users to

the account which can then be expanded to show related hashtags and accounts.

Develop: Twitter (organic)

You can use your lists of terms in several ways to identify who you wish to make part

of your core or general audience.

One way is to run search terms though Twitter’s organic search functionality which

will immediately identify users.

From this list you can then check out their profile and tweets to gauge their relevance to your organisation. Don’t merely consider the amount of followers they have – look at the bigger picture (the content they share and uptake, job position, connections etc.)

Remember to check those who already follow you/who you follow!

Develop: Tweet Archivist

Run your terms through http://www.tweetarchivist.com. A free trial is available for three days and the archive should be monitored each of these days.

The display will show top users who use that term, as well as show related terms

which you may not have thought of and can use to widen your search.

Consider again their reach, what they actively tweet about and what they do to

determine whether they make the grade.

Develop: LinkedIn

Selecting “updates” will display all those people who have mentioned your key

term. Check them in a wider social context: what groups are they members

of? Do they have a blog? Are they on Twitter? Assess which of these is

appropriate to engage with them on.

Using your list of terms, use the search functionality on LinkedIn to identify relevant groups but also individuals.

Develop: Stories and conversations

Use http://storify.com to search out general news articles or blog posts that

relate to your term – it will also display tweets.

Storify is also a good site to post content on

(tweets, online articles, blog posts) to showcase the story we want to tell and boost amplification.

Set up a www.google.com/ale

rts - to keep real-time, daily or weekly

track of your key terms.

This will identify news, websites and, more importantly, blogs that mention

these terms.

Use https://en.mention.net/ to track web and social web mentions - including blogs and

forums - of your keywords and

phrases.

Develop: Create your social media process

Develop: Protocols and training

Execute: Implement social media formula

Execute: Editorial calendar

An editorial calendar is a

must, especially if you have lots of voices in your

organisation. You want to make

sure that you are showcasing a

balanced view of who you are.

Execute: Content journey

Contact us

Blaise Hammond, Marketing Communications Director Blaise.Hammond@intellectuk.org

Claire Field, Digital and Social Media Manager Claire.Field@intellectuk.org

Any questions?

This deck is available to download from our SlideShare account: http://www.slideshare.net/TechUK