Switzerland's public diplomacy office runs information platforms and digital campaigns to promote Switzerland internationally. They view themselves as a media organization with an audience and aim to simplify information by converting text to infographics. They also curate news about Switzerland by monitoring, filtering, and building on third party credibility. During events, they employ content strategies including owned content like videos and pictures as well as aggregated and user generated content, and work with influencers through activities like contests and livetweeting panels.

1. Switzerland’s public
diplomacy:
Social Media
Yan Luong
Head of Web & Social Media
Strategy and Communication Division
Bern, 12 November 2014

2. What do we do?
 We run information platforms about
Switzerland
 We run international digital campaigns
leveraging major international events

3. The thinking
We are a media
We have an audience
Our audience are makers
Our audience has an audience

4. Information platforms: simplify!
From text to infographics

5. Information platforms: simplify!
From text to infographics

6. Information platforms: curate!
Regularity and third party credibility
• We monitor and curate
news about
Switzerland
• We filter qualitative
news
• We build on third party
credibility

7. Evenemential Activities:
Content Strategy
Owned Content:
• Video
• Pictures
• Text
• Infographics
Aggregated Content
• Consider people and organizations as media
• Provide an aggregated view to the public
• Allow for interaction
• Provide free widgets

8. Evenemential Activities:
User Generated Content
Working with influencers
#HoppSwiss
Contest mode
#LoveSwitzerland

9. Evenemential Activities:
Livetweeting high level panels

10. Evenemential Activities:
Working with influencers

11. Evenemential Activities:
Providing real time stats and infographics

12. Evenemential Activities:
Going Selfie

13. THANK YOU