Leveraging Social Media - a small organization's perspective

Les médias sociaux pour l’identité visuelle de la société

Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General.

Swiss Knowledge Network with outposts in Boston, San Francisco, Shanghai and SingaporeFollow us! swissnexSF

Become a Fan!

Florencia PradaCommunications (New Media)

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Agenda

swissnex San Francisco

Social Media & swissnex San Francisco

Leveraging social media

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swissnex San Francisco

swissnex San Francisco connects the dots between Switzerland and North America in science, education, art, and innovation

We showcase the best of Switzerland through public events, study tours, and visits.

We are facilitators and have an extensive network of contacts in the West Coast of North America and in Switzerland.

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Social Media and swissnex San Francisco: Why?

swissnex is located in a region of early adopters where word of mouth is best promotion

Home to world’s most important social networks and other important innovators

Complement existing communication efforts: website, publications, email newsletter, etc.

Globally, social networking accounts for 15.6% of online time among those age 15 and older

Source: comScore’s U.S. digital year in review 2010 study

Globally, social networking accounts for 15.6% of online time among those age 15 and older


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Social Media and swissnex San Francisco

Established presence on Facebook, Twitter, and LinkedIn as a first step.

Trained and educated personnel on use of social media.

Integrated social media into our everyday communication: email signature, social media icons on our website, Facebook “like” buttons on our news stories and events, and more.

Educated our audience about our social media presence

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Leveraging Social Media: Facebook

Established Fan page on Sept’ 09

Objective: Community engagement

“Likes” to date: 800

30 Photo Albums, 31 Videos, 60 Events

#3 referring site in terms of traffic to our site

Three out of 10 Internet sessions include a visit to Facebook.


Three out of 10 Internet sessions include a visit to Facebook.


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Event promotion

Comments

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Leveraging Social Media: Twitter

Established Fan page on August’09

Objective: Raise awareness, reach influencers, engage audience


One third of Twitter users are between 24 and 34 years old and 53% are women.


One third of Twitter users are between 24 and 34 years old and 53% are women.


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Leveraging Social Media: LinkedIn

Edited company page

Educated staff to build their profiles and included links on our website

Built groups for events to enable networking

Promoted events through LinkedIn


One million new users sign up every week. Source: LinkedIn

One million new users sign up every week. Source: LinkedIn

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Show your employeesShow your employees

Showcase your services and what you doShowcase your services and what you do

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Leveraging Social Media: YouTube

Established YouTube Channel on Sept’09

Objective: Raise awareness, reach new audience, engage audience.

Subscribers to date: 1,592

Videos: 105 videos

Total upload views: 30,000 views

YouTube exceeds 2 billion views/daySource:

http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/

YouTube exceeds 2 billion views/daySource:

http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/

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Leveraging Social Media: Success Stories

Placed article on WIRED MagazineNov 2009 Tweet May 2010 Article

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Established key new relationships with influencers and innovators through online conversations

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Successfully engaged audience through live tweeting in events, videos, etc.

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Leveraging Social Media: Lessons Learned

Assign responsibility to one person

Be authentic and human

Acknowledge feedback

It takes at least 2 months to see impact

Keep track of progress

Social media is forgiving but you must learn and respect rules of engagement!

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MERCI

Technology

Leveraging Social Media - a small organization's perspective