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SOCIALMEDIAGIPFEL.CH
Communication Controlling
und Datenauswertung
Barnaby Skinner
NZZ Visuals
Ophelie Janus
Siemens
REFERENT*INNEN
Irène Messerli
Bernet Relations
Roger Wernli
Previon +
MODERATION

VERANSTALTER
© 2021 SOCIAL MEDIA GIPFEL ZURICH
SOCIALMEDIAGIPFEL.CH
bernet.ch previon.ch
Irène Messerli Roger Wernli

SOCIALMEDIAGIPFEL.CH
REFERENT*INNEN
Barnaby Skinner
NZZ
Ophelie Janus
Siemens

Barnaby Skinner
NZZ
SOCIALMEDIAGIPFEL.CH
WER SIND DIE AKTIVSTEN
CORONA-KRITIKER AUF
TELEGRAM? EINE RECHERCHE
MIT PYTHON

Wer sind die aktivsten Corona-Kritiker auf
Telegram? Eine Recherche mit Python
Barnaby Skinner,
Ressortleiter NZZ Visuals
7. April 2021

++ Aggregierung ++ Reinigung ++ Analyse ++ Plotting ++ Mapping ++
Scrollytelling ++ Interactives ++ Illustration ++ Texten
NZZ Visuals

Florian Schoop,
NZZ Zürich
Grundlagenrecherche, Texten
Joana Kelén,
NZZ Visuals
Visualisierungen
Barnaby Skinner,
NZZ Visuals
Datenanalyse, Texten
Das Recherche-Team
Martin Beglinger,
NZZ Autor
Storytelling

Die Anlage

Die Analyse

Die Datenreinigung

Imports Reinigung/
Analyse
Analyse/
Visualisierung
Styling
Automatisierung

Visualisierung
- Iteration
- Dokumentation

Storytelling

Neue Fragen

Take-Aways
1. Open Source Code erlaubt dem Journalismu die
Beantwortung ganz neuer Fragestellungen.
2. Grosse Datenanalysen und damit verbundendenes
Storytelling sind immer Team-Work.
3. Wie gehen wir in der Berichterstattung mit
Ergebnissen um?

Danke
@barjack
barnaby.skinner@nzz.ch
Barnaby Skinner,
Ressortleiter NZZ Visuals
7. April 2021

SOCIALMEDIAGIPFEL.CH
Ophelie Janus
Siemens
HOW A PLATFORM
REVOLUTIONIZED HOW WE
WORK, IN SWITZERLAND
AND BEYOND

How a platform revolutionized
how we work, in Switzerland
and beyond
Social Media Gipfel
Ophélie Janus, Senior Communications Manager
Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021

Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021
Our social media journey…

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Page 22

Where we started.

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Page 24
Legacy of 173 years
of innovation.

Technology to transform the everyday: Siemens AG
Company setup as of October 1, 2020
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Page 25
1 Siemens Healthineers with its own setup for Countries and Service & Governance
Businesses
Smart
Infrastructure
Digital
Industries Mobility
Portfolio
Companies
Siemens
Healthineers1
Siemens
Advanta
Service & Governance
Countries

Page 26
Empowered.
Social media channels: +++
Agencies: ++
Platforms to manage social media: ++++

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Traditionally, one
social media/digital
expert per team.

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We loved it.
To some extend…

How it sometimes felt like.

Limited joint planning.
Few benchmarks.
Different KPIs.
Cannibalization.

One tool. A game changer.
Everything under one roof.

Restricted | © Siemens 20XX | Author | Department | YYYY-MM-DD
Single platform policy.
Global roll-out.

Page 33
Editorial planning: joint global/local editorial calendars,
transparency, optimization
Simplified posting: tracking codes, geo-targeting, image
bank, post preview
Community management: facilitating teamwork
Analytics: instant, easy, dashboards, aligned, similar KPIs,
comparable

Sprinklr Snapshot
CH Editorial Calendar: Employee advocacy,Twitter, Linkedin, Facebook, …
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Page 34

Sprinklr Snapshot.
Posting easily across channels.
Everyone in the team is creating
content and scheduling it directly
across channels.
Page 35 Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021

A snapshot into Sprinklr (organic only J, Swiss content on local channels)
KPIs to consider: depending on your objective….
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Automated dashboards, per channel or together.
Many filtering options. Based on tags, countries, campaigns, …
Any topic owner can take a quick look to check how posts perform.
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Listening capabilities are strong too.
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Page 39
One single stop-shop!

Challenges we faced along
the way.

Looking back at the challenges
Sophisticated platform.
• Intense training (in-person, live
calls, tutorials, how-to, Q&A, …)
• Local super user(s).
• Onboard the whole team.
• Continuous learning.
• Best practice sharing. Demos.
Commitment.
• From team. From leaders.
• No way back.
• Mindset change.
• Taking back the fun.
• Reduce reliance on some agencies.
Page 41 Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021

What we learned and what we achieved by moving all our social media activities
to one single platform. Quantitative and qualitative.
1
Brought us closer as a
team
New way to efficiently
collaborate. No one is left
behind. Everyone can
contribute. Everyone is
digital. Everyone is a social
media expert. Everyone
learns and upskills. It’s a
mindset.
2
It’s all about the data!
Now we can finally compare
the performance of posts
across topics, campaigns,
channels, local/global. We
can share best practices,
benchmarks. And we all love
those dashboards.
3
This is how we connect
the dots.
Everything under one roof:
planning, posting, analytics,
organic, paid, listening,
employee advocacy, image
bank, tracking, community
management,…everything is
integrated, automated.
Powered by AI.
4
Making an impact
We improve our content, our
impact, our ROI. We
understand analytics better,
we are closer to the market
and can react immediately.
Every month we review our
top 3 posts and top flops.
Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021
Page 42

Q&A
Page 43

Contact
Siemens Schweiz AG
Communications
Freilagerstrasse 40
8047 Zürich
Schweiz
www.siemens.ch
Ophélie Janus
Senior Communications Manager
ophelie.janus@siemens.com
Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021
Seite 44

Danke fürs Dabeisein.
Wir sehen uns am
nächsten #smgzh/#smgbe.
2. Juni
1. September
3. November