1. 1
Agenda
10:30 Snapshot: Swiss Academia and Social Media
11:15 SNF’s Social Media Strategy
Philippe Trinchan, Head of Communications
12:15 Lunch
13:30 Making the Most of Radian6
14:30 Coffee Break
15:00 Workshop: Case Scenarios
16:00 Social Media Discovery with Kian Rieben,
Faveeo.com and Yan Luong, EPFL
17:00 Wrap-up
#higheredCH

2. 2
Who is Here Today?
Berner Fachhochschule
Andrea Schweizer
Andrea Wacher
EPFL
Raphael Dupertois
Colin Grisel
Yan Luong
ETH Zürich
Anders Hagström
Nicole Kasielke
Thomas Langholz
Jun Sarbach
@JunSarBach
Dina Zwimpfer Ruflin
Fachhochschule Luzern
Fabienne Fisch
Adrian Stitzel @hslu
Université de Fribourg
Nathalie Koenig
Mustapha Obbad
Cristina Pydde @SES_unifr
Reto Siffert @retosiffert
Université de Lausanne
Myriam Bango
Guillaume Conne
Pascal Waeber
Sandrine Wenger
Universität Liechtenstein
Herwig Daemon @herwigdaemon
USI Università della Svizzera
italiana
Ladina Caprez @LadiCap
Sara Fedele @sara_fedele
Gilda Schertenleib @Gilda__
Zürcher Hochschule für
angewandte Wissenschaften
(ZHAW)
Philippe Fabian @philippe_fabian
Philipp Funk @philipp_funk
Manu Heim @moltebeeri
Formation Continue
UNIL-EPFL
Jeremy Packham @JeremyPackham
Université de Neuchâtel
Claudine Assad
Bernard Lechot
Dilyana Petrova
Giovanni Sammali
Universität Basel
Matthias Geering @GeeringM
Anne Zimmermann @UniBasel_en

3. Snapshot:
Swiss
Academia
and Social
Media
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
June 19, 2013

4. 4
• Snapshot
• Content Tips
• What’s New?
• Conclusions

5. 5
• Snapshot
• Content Tips
• What’s New?
• Conclusions

6. 6
Technical Note
• For the first time, we are looking at all Swiss universities
and universities of applied sciences (+ Liechtenstein)
• Historical data might not be available for institutions that did
not participate in the social media program (2010-2012)
• Let us know if an official account is missing
Liechtenstein

7. 7
Facebook | Likes
" EPFL catches up with HSG again
" Consistent growth across the board, but EPFL standing
out
0
3000
6000
9000
12000
EPFL
HSG
EHL
UZH
UNIBE
UNILI
UNINE
UNIGE
USI
ZHdK
UNIBAS
HEVS
ZHAW
HSLU
UNIFR
SUPSI
UNILU
ECAL
HTW
HW
Z
HEIG-VD
HESSO
FFHS
EIAFR
PHZH
FHNW
NTB
ELS
BFH
HEDS
HEDSFR
PHZUG
Likes Q4 2012
Likes Q1 2013

8. 8
Facebook | Likes
" Try new things and see how
your audience reacts
" Easy wins: merge your
pages + places to
consolidate presence

9. 9
Facebook | Likes
" New: UNIL’s Facebook page

10. 10
Departments on Facebook | Likes
HSG‘s departments are most liked (Q1 2013)....
7809
7656
3492
2534
2402
2039
1923
1794
1784
1755
1678
1355
1224
1157
1115
1074
1034
1005
955
885
743
714
691
HSG Start
HSG Alumni
Master Landscape Architecture ETH Zurich, Prof. Girot
ZHAW School of Management and Law
AEHL - Alumni Network
Hochschule der Künste Bern/Haute école des arts de Berne
USI Servizio Alloggi
ETH-Bibliothek Zürich
TheStGallenMBA
Universität St.Gallen - Unisport
University of St.Gallen Student Union SHSG
Landscape Architecture Swiss Federal Institute of Technology ETH Zurich Chair Prof. Girot
SES unifr
Absolvententag ZHAW
HSG Talents Conference
HSG Campus
AMIV an der ETH
School of Business FHNW
Musikwissenschaftliches Institut Universität Basel
HSG Professional
ZHAW LSFM
Institut für Marketing, Universität St.Gallen (HSG)
Swiss Tropical and Public Health Institute (Swiss TPH)

11. 11
Departments on Facebook | Likes
... and are strongly represented on Facebook.
27
21
20
17
16
15
14
14
13
7
7
6
5
5
4
3
3
2
1
1
1
1
1
HSG
UZH
ETHZ
UNIFR
ZHAW
UNIBAS
EPFL
FHNW
ZHdK
BFH
UNIGE
USI
HESSO
SUPSI
HSLU
UNIBE
UNINE
UNILI
EHL
ELS
FHS
HEG
UNILU

12. 12
HSG’s Hub Strategy on Facebook

13. 13
Twitter | Followers
" Most followed are EPFL, ETHZ, and UNIGE
0
1000
2000
3000
4000
5000
6000
@EPFL_en
@EPFL
@ETH
@UNIGEnews
@ETH_en
@hslu
@unil
@uzh_news
@USInews
@EHLnews
@UniBasel
@unibern
@HSGStGallen
@unifr
@UniNeuchatel
@ZHAW
@fhhwz
@HTW
_Chur
@UniLuzern
@FHNW
@uni_li
@hes_so
@bfh_hesb
@heigvd
@HEADGENEVE
@uzh_news_en
@phzuerich
@EIAFribourg
@FFHS
@hessovalais
@PHZ_Luzern
@PHZ_Zug
@zhdk_zurich
@UniBasel_en
@PHTGKreuzlingen
@ecal_ch
Followers Q4 2012
Followers Q1 2013

14. 14
Twitter | Followers
" Crucial decision by EPFL
live tweet at AAAS this
year (one of the most
important general science
venues)
" EPFL has an EPFL_Live
account for live tweeting

15. 15
Twitter | Followers
" Most followed are EPFL, ETHZ, and UNIGE
0
1000
2000
3000
4000
5000
6000
@EPFL_en
@EPFL
@ETH
@UNIGEnews
@ETH_en
@hslu
@unil
@uzh_news
@USInews
@EHLnews
@UniBasel
@unibern
@HSGStGallen
@unifr
@UniNeuchatel
@ZHAW
@fhhwz
@HTW
_Chur
@UniLuzern
@FHNW
@uni_li
@hes_so
@bfh_hesb
@heigvd
@HEADGENEVE
@uzh_news_en
@phzuerich
@EIAFribourg
@FFHS
@hessovalais
@PHZ_Luzern
@PHZ_Zug
@zhdk_zurich
@UniBasel_en
@PHTGKreuzlingen
@ecal_ch
Followers Q4 2012
Followers Q1 2013

16. 16
Who is New?

17. 17
Who is New?

18. 18
What is New?

19. 19
Twitter | Lists
" Use as Twitter measurement tool and content source

20. 20
Facebook | Engagement Rate
# of Likes + Comments + Shares of Post
Total # of Page Likes
x 100

21. 21
Facebook | Most Engaging Posts
94% Have picture, illustration or video

22. 22
Facebook | Most Engaging Posts
#1: Haute Ecole de la Santé La Source with
Harlem Shake Video
Engagement rate: 26.9 (Average: 4.4)

23. 23
Facebook | Most Engaging Posts
#2: Ecole Hotelière de Lausanne
with alumni meeting
announcement
Engagement rate: 11.5

24. 24
Facebook | Most Engaging Posts
#3: EPFL with news about ranking
results
Engagement rate: 9.4

25. 25
• Snapshot
• Content Tips
• What’s New?
• Conclusions

26. 26
A Few Content Tips
Give a shout-out to a student

27. 27
A Few Content Tips
Come up with teasing tweets or posts and don‘t give
everything away already. Make them click the link.

28. 28
A Few Content Tips
Feature alumni or student success stories.

29. 29
A Few Content Tips
Don‘t be afraid to
repeat content.

30. 30
A Few Content Tips
Engage them!

31. 31
A Few Content Tips
Find out what your audience
cares about.

32. 32
A Few Content Tips
Leverage your department‘s
content.

33. 33
• Snapshot
• Content Tips
• What’s New?
• Conclusions

34. 34
Not Only ECAL Has New Presence…

35. 35
…UNIBAS Also Had Some Big News.

36. 36
And You?

37. 37
Official Social Media Presence Reports
For more numbers and charts, download your report at
socialmediaswitzerland.org/participants

38. 38
• Snapshot
• Content Tips
• What’s New?
• Conclusions

39. 39
Conclusions
" Growing professionalization of the management of social
media at Swiss universities
" Social media is being taken more seriously

40. 40
Conclusions
" Swiss universities are becoming more innovative with
content: University of Basel's blog success with BEAST.
Harnessing student voices in a cohesive manner is no
small feat.

41. 41
Keep an Eye on…
…Google+ (open a personal account to test). We will have a
webinar with the Google team.

42. 42
Keep an Eye on…
" Try out Twitter analytics

43. 43
Keep an Eye on…
" Interested in establishing your social media presence in
China? Talk to our colleagues at swissnex Shanghai.

44. 44
QUESTIONS?

45. 45
Coming up
• June 26: Hootsuite Introduction (webinar)
• More webinars, including Patrick Power about Social Media
Metrics
• September 15-21: Fall Study Tour
• Fall: Social Media Summit
• CASE SMC 2014: March 26-28, Los Angeles http://
www.case.org/Conferences_and_Training/SMC14.html