The document outlines the SNSF's social media strategy and policy. It discusses using social media like Twitter, Facebook, YouTube, and LinkedIn to disseminate information, ensure transparency, and interact with researchers and the public. It provides details on the language policy, current pilot projects, and plans for future development including redesigning the website for better social media integration and expanding monitoring and evaluation measures. The organization, processes, and roles for communication, IT, editing, and publishing are also reviewed.

1. The SNSF’s Social Media Strategy
Philippe Trinchan
Head of Communication

2. FNS
Contents
1. Online strategy
2. Social media strategy & policy
3. Language policy
4. Current developments
5. Social media platforms
6. Organisation and processes
7. Upcoming developments
Q&A

3. SNSF Knowledge is the key to the future.
Online strategy,
a two-way communication
• clear and direct access to information, especially for
young scientists / foreigners / international
• interaction with researchers and with the public
(communication, gaining input)
• reinforce customer service (redesign information, FAQ,
online tools, etc.)
• disseminate information, ensure more transparency
• show scientific results & output
• reputation management online (branding)

4. SNSF Knowledge is the key to the future.
Social media strategy
• Adapt to new communication habits
• Use new potentials:
• Information (direct, without multiplicators)
• Dialogue
• Networking
• Transaction / business processes
• Data mining
• Data depositories (YouTube or Flickr)

5. SNSF Knowledge is the key to the future.
snsf.ch
Twitter
YouTube
Facebook
XING
LinkedIn
Blog, Newsroom
Issues, contents,
Press releases
Jobs, sharing
features
Newsletter
Online strategy
App

6. SNSF Knowledge is the key to the future.
Social media Policy
• One voice on all channels (sender)
• Feed platforms with content according to target groups
• Uniform image through Corporate Design
• Online branding (funding agency, employer, community
label, etc.)
• Internal policy (empower and sensitise)
• SNSF language policy taken into account

7. SNSF Knowledge is the key to the future.
Language policy
• Provide similar content in all main languages
simultaneously
• If possible, address target group in its own language
• Linguistic diversity: added value for communication
• Public relations always in German and French,
complemented by English
• Exclusive use of English in exceptional cases
• Italian only for the website, not social media

8. SNSF Knowledge is the key to the future.
Current developments
• Pilot projects 2012
Facebook (only research magazine Horizonte),
YouTube, Twitter (only jobs), XING, LinkedIn
• Additional applications
Issuu (e-paper), Flickr (picture galleries)
• As of January 2013
Twitter, Facebook, XING, LinkedIn, YouTube

9. SNSF Knowledge is the key to the future.
Twitter

10. SNSF Knowledge is the key to the future.
Facebook

11. SNSF Knowledge is the key to the future.
YouTube

12. SNSF Knowledge is the key to the future.
XING/LinkedIn

13. SNSF Knowledge is the key to the future.
Further development
Full integration in communication portfolio
• Redesign snsf.ch and linked sub-websites (NRPs etc.)
with full integration of SNSF Newsletter und social
media (sharing features, newsroom, etc.)
• Expansion of monitoring and evaluation measures
• Implementation of advertising measures for offering
• Continual adjustment of offering based on evaluation
results
• Network for SNSF current and former grantees
• Analysis of other platforms such as Google+ and
Research Gate

14. SNSF Knowledge is the key to the future.
Organisation, processes
• Adapt organisation Communication division (editors,
publishing) and IT (mastering)
• Adapt processes, improve web & cross-media
culture/skills and information management
• Edition: web based edition, all-in-one, added contents
for online communication
• Publishing: standards & guidelines, publishing on all
platforms
• Multi-level feedback and escalation processes in-house
(workflows)
• Live monitoring via HootSuite (basic version), Google
Alerts; use of advanced tools under evaluation

15. FNS
Thank you for your attention

16. SNSF Knowledge is the key to the future.
Do you have any questions?

17. SNSF Knowledge is the key to the future.
Example: Finding research partners
via XING

18. SNSF Knowledge is the key to the future.
Finding research partners via XING
• Pilot project in 2012 for networking researchers in
Romania/Bulgaria and Switzerland
• XING as market leader in German-speaking
Switzerland and known in Eastern Europe
• XING group as a place for networking and exchange
(thematic sub-pages)
• Moderation and activation of group members by the
SNSF
• Overall positive feedback from researchers, room for
improvement as regards moderation/support
• Not well known and still underused