THOUGHT PROCESS FOR YORKSHIRE INNOVATION

1. THOUGHT PROCESS FOR YORKSHIRE INNOVATION TEN MINUTE PRESENTATION - ALSO AVAILABLE AT: ynnovation.wordpress.com TOPICS: RESPONSE Your initial response to the brief INSIGHT An outline of the insight you will seek to gather CONSIDERATIONS An outline of the key considerations we would need to make and outline to the client APPROACH An outline of how you will approach planning the campaign and developing your recommendations IDEAS Your top-line ideas on what our response might be PRESENTATION BY: Jason Kelly

2. RESPONSE Your initial response to the brief 1: The brief is clear, concise and straightforward 2: It presents an opportunity for spearheading a comprehensive digital PR platform 3: It presents an opportunity to use a mix of social media to deliver affective social networking programmes

3. INSIGHT An outline of the insight you will seek to gather 1: What social media activity they currently use (including website content /feeds) 2: Who their external audiences are (already defined, but would like to gain greater understanding) 3: Try to understand what social media opportunities their audience types use: Examples: 3a: Twitter: @Yorkshire4ward 3b: Twitter: @Innovate 3c: Twitter: @defraGovUK 4: Details of sector-focused events and participation opportunities: Examples: 4a: Innovate/09 4b: Excellence in Business Awards 5: An understanding for specific deadline/important dates 6: Current news items being issued and/or drafted

4. CONSIDERATIONS An outline of the key considerations we would need to make and outline to the client 1: Their level of understanding and awareness for social media and social networking 2: Their current operational structure for handling social media 3: Who would be the main contact for information requests (client to agency) 4: A full understanding for the organisation’s management structure 5: Is there a need for training and if yes, at what level 6: Messaging

5. APPROACH An outline of how you will approach planning the campaign and developing your recommendations 1: Establish which social media activity will best accommodate their need against the current channels used 2: Produce list of communication channels best suited to engage with the defined audience types 3: Compile appropriate language/messaging that appeals to each audience group 4: Plan appropriate social media activity to support upcoming events 5: Work with internal departments to understand requirements/way forward and level of involvement 6: Prepare and run through presentation to ensure account fulfilment

6. IDEAS Your top-line ideas on what our response might be 1: Create and manage a new national technology forum ‘Ynnovation’ to support positioning and website platform 2: Produce a series of opinion pieces, interviews, case studies and topical debates to encourage interaction 3: Introduce social network sites to attract support from the audience types, while gaining support for the forum 4: Create messaging and tactical programmes to maintain content and generate positioning 5: Launch a reactive programme to aid content and support positioning 6: Look to engage with traditional media to support online activity and desired market positioning 7: Establish relationships with third-party social media platforms to support client activity 8: Seek media opportunities with broadcast, traditional and online channels to help launch the ‘Ynnovation’ 9: Measure and valuate activity

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