Leveraging Social Media - a small organization's perspective

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Leveraging Social Media - a small organization's perspective

  1. 1. 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 Singapore Florencia Prada Communications (New Media) Follow us! swissnexSF Become a Fan!
  2. 2. Agenda <ul><li>swissnex San Francisco </li></ul><ul><li>Social Media & swissnex San Francisco </li></ul><ul><li>Leveraging social media </li></ul>
  3. 3. swissnex San Francisco <ul><li>swissnex San Francisco connects the dots between Switzerland and North America in science, education, art, and innovation </li></ul><ul><li>We showcase the best of Switzerland through public events, study tours, and visits. </li></ul><ul><li>We are facilitators and have an extensive network of contacts in the West Coast of North America and in Switzerland. </li></ul>
  4. 4. Social Media and swissnex San Francisco: Why? <ul><li>swissnex is located in a region of early adopters where word of mouth is best promotion </li></ul><ul><li>Home to world’s most important social networks and other important innovators </li></ul><ul><li>Complement existing communication efforts: website, publications, email newsletter, etc. </li></ul>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
  5. 5. Social Media and swissnex San Francisco <ul><li>Established presence on Facebook, Twitter, and LinkedIn as a first step. </li></ul><ul><li>Trained and educated personnel on use of social media. </li></ul><ul><li>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. </li></ul><ul><li>Educated our audience about our social media presence </li></ul>
  6. 6. Leveraging Social Media: Facebook <ul><li>Established Fan page on Sept’ 09 </li></ul><ul><li>Objective: Community engagement </li></ul><ul><li>“ Likes” to date: 800 </li></ul><ul><li>30 Photo Albums, 31 Videos, 60 Events </li></ul><ul><li>#3 referring site in terms of traffic to our site </li></ul>Three out of 10 Internet sessions include a visit to Facebook. Source: comScore’s U.S. digital year in review 2010 study
  7. 7. Event promotion Comments
  8. 8. Leveraging Social Media: Twitter <ul><li>Established Fan page on August’09 </li></ul><ul><li>Objective: Raise awareness, reach influencers, engage audience </li></ul><ul><li>#6 referring site in terms of traffic to our site </li></ul>One third of Twitter users are between 24 and 34 years old and 53% are women. Source: comScore’s U.S. digital year in review 2010 study
  9. 10. Leveraging Social Media: LinkedIn <ul><li>Edited company page </li></ul><ul><li>Educated staff to build their profiles and included links on our website </li></ul><ul><li>Built groups for events to enable networking </li></ul><ul><li>Promoted events through LinkedIn </li></ul><ul><li>#8 referring site in terms of traffic to our site </li></ul>One million new users sign up every week. Source: LinkedIn
  10. 11. Show your employees Showcase your services and what you do
  11. 12. Leveraging Social Media: YouTube <ul><li>Established YouTube Channel on Sept’09 </li></ul><ul><li>Objective: Raise awareness, reach new audience, engage audience. </li></ul><ul><li>Subscribers to date: 1,592 </li></ul><ul><li>Videos: 105 videos </li></ul><ul><li>Total upload views: 30,000 views </li></ul>YouTube exceeds 2 billion views/day Source: http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/
  12. 14. Leveraging Social Media: Success Stories <ul><li>Placed article on WIRED Magazine </li></ul>Nov 2009 Tweet May 2010 Article
  13. 15. Leveraging Social Media: Success Stories <ul><li>Established key new relationships with influencers and innovators through online conversations </li></ul>
  14. 16. Leveraging Social Media: Success Stories <ul><li>Successfully engaged audience through live tweeting in events, videos, etc. </li></ul>
  15. 17. Leveraging Social Media: Lessons Learned <ul><li>Assign responsibility to one person </li></ul><ul><li>Be authentic and human </li></ul><ul><li>Acknowledge feedback </li></ul><ul><li>It takes at least 2 months to see impact </li></ul><ul><li>Keep track of progress </li></ul><ul><li>Social media is forgiving but you must learn and respect rules of engagement! </li></ul>
  16. 18. MERCI

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