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


Published on

Blaise Hammond and Claire Field from the trade association Intellect share some of their best practice in developing a social media strategy

Originally uploaded by Intellect UK:
Reproduced with the permission of the copyright owner.
All rights reserved. Copyright © 2013 @TechUK

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

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

  1. 1. Digital and Social Media Best practice workshop 24.9.13 Tweet your questions to @TechUK #tradechallenge
  2. 2. 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: Website:
  3. 3. 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
  4. 4. Four step methodology Research Develop Execute Measure 1 2 3 4
  5. 5. Key steps explained Research: - 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
  6. 6. Research: Audit existing social media presence
  7. 7. 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)
  8. 8. Research: What is your social landscape?
  9. 9. 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)
  10. 10. Research: In-depth analysis
  11. 11. Research: What are we saying? Ineffective broadcast tweets
  12. 12. Research: What aren’t we saying? Missed engagement
  13. 13. Research: Who is saying it? Staff accounts vs. corporate account
  14. 14. Audit operational process External audience MarComms SalesProducts Events Members
  16. 16. 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.
  17. 17. 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
  18. 18. 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 This will display mentions, hashtags and Twitter users to the account which can then be expanded to show related hashtags and accounts.
  19. 19. 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!
  20. 20. Develop: Tweet Archivist Run your terms through 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.
  21. 21. 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.
  22. 22. Develop: Stories and conversations Use 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 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.n et/ to track web and social web mentions - including blogs and forums - of your keywords and phrases.
  23. 23. Develop: Create your social media process
  24. 24. Develop: Protocols and training
  25. 25. Execute: Implement social media formula
  26. 26. 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.
  27. 27. Execute: Content journey
  28. 28. Contact us Blaise Hammond, Marketing Communications Director Claire Field, Digital and Social Media Manager Any questions? This deck is available to download from our SlideShare account: