leveraging social media - a small organization's perspective
TRANSCRIPT
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
Source: comScore’s U.S. digital year in review 2010 study
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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.
Source: comScore’s U.S. digital year in review 2010 study
Three out of 10 Internet sessions include a visit to Facebook.
Source: comScore’s U.S. digital year in review 2010 study
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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
#6 referring site in terms of traffic to our site
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
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
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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
#8 referring site in terms of traffic to our site
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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Leveraging Social Media: Success Stories
Established key new relationships with influencers and innovators through online conversations
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Leveraging Social Media: Success Stories
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