Intellect is the trade association representing over 860 UK tech companies employing over 500,000 people. It aims to promote the UK as a leader in technology and ensure the tech sector benefits the UK economy and citizens. The document outlines a four step methodology for developing an effective social media strategy: research the current presence and audiences, develop a formula and structure, execute the plan, and measure results. Key steps include auditing accounts and conversations, identifying target audiences and influencers, creating an editorial calendar and content journey.

1. Digital and Social Media
Best practice workshop
24.9.13
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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: http://bit.ly/IUK2013
Website: http://www.intellectuk.org/

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. Four step methodology
Research Develop Execute Measure
1 2 3 4

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. Research: Audit existing social
media presence

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. Research: What is your social
landscape?

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. Research: In-depth analysis

11. Research: What are we saying?
Ineffective
broadcast
tweets

12. Research: What aren’t we saying?
Missed
engagement

13. Research: Who is saying it?
Staff accounts
vs. corporate
account

14. Audit operational process
External
audience
MarComms
SalesProducts
Events Members

15. 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

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. 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. 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.

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. 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.

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. 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.n
et/ to track web and
social web mentions
- including blogs and
forums - of your
keywords and
phrases.

23. Develop: Create your social
media process

24. Develop: Protocols and training

25. Execute: Implement social media
formula

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. Execute: Content journey

28. 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