#SMGZH Social Media Gipfel

1. SOCIALMEDIAGIPFEL.CH
flickr.com/photos/socialmediagipfel
facebook.com/SocialMediaGipfel
twitter.com/smgzh
slideshare.net/SocialMediaGipfel
#smgbe / #smgzh

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

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

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

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

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

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

9. 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

10. Die Anlage

11. Die Analyse

12. Die Datenreinigung

13. Imports Reinigung/
Analyse
Analyse/
Visualisierung
Styling
Automatisierung

14. Visualisierung
- Iteration
- Dokumentation

15. Storytelling

16. Neue Fragen

17. 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?

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

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

20. 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

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

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Page 22

23. Where we started.

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Page 24
Legacy of 173 years
of innovation.

25. 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

26. 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…

29. How it sometimes felt like.

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

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

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

33. 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

34. Sprinklr Snapshot
CH Editorial Calendar: Employee advocacy,Twitter, Linkedin, Facebook, …
Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021
Page 34

35. 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

36. A snapshot into Sprinklr (organic only J, Swiss content on local channels)
KPIs to consider: depending on your objective….
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37. 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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38. Listening capabilities are strong too.
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39. Page 39
One single stop-shop!

40. Challenges we faced along
the way.

41. 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

42. 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

43. Q&A
Page 43

44. 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

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