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SMGZH 58: Communication Controlling und Datenauswertung

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SMGZH 58: Communication Controlling und Datenauswertung

  1. 1. SOCIALMEDIAGIPFEL.CH flickr.com/photos/socialmediagipfel facebook.com/SocialMediaGipfel twitter.com/smgzh slideshare.net/SocialMediaGipfel #smgbe / #smgzh
  2. 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. 3. VERANSTALTER © 2021 SOCIAL MEDIA GIPFEL ZURICH SOCIALMEDIAGIPFEL.CH bernet.ch previon.ch Irène Messerli Roger Wernli
  4. 4. SOCIALMEDIAGIPFEL.CH REFERENT*INNEN Barnaby Skinner NZZ Ophelie Janus Siemens
  5. 5. Barnaby Skinner NZZ SOCIALMEDIAGIPFEL.CH WER SIND DIE AKTIVSTEN CORONA-KRITIKER AUF TELEGRAM? EINE RECHERCHE MIT PYTHON
  6. 6. Wer sind die aktivsten Corona-Kritiker auf Telegram? Eine Recherche mit Python Barnaby Skinner, Ressortleiter NZZ Visuals 7. April 2021
  7. 7. ++ Aggregierung ++ Reinigung ++ Analyse ++ Plotting ++ Mapping ++ Scrollytelling ++ Interactives ++ Illustration ++ Texten NZZ Visuals
  8. 8. 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
  9. 9. Die Anlage
  10. 10. Die Analyse
  11. 11. Die Datenreinigung
  12. 12. Imports Reinigung/ Analyse Analyse/ Visualisierung Styling Automatisierung
  13. 13. Visualisierung - Iteration - Dokumentation
  14. 14. Storytelling
  15. 15. Neue Fragen
  16. 16. 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?
  17. 17. Danke @barjack barnaby.skinner@nzz.ch Barnaby Skinner, Ressortleiter NZZ Visuals 7. April 2021
  18. 18. SOCIALMEDIAGIPFEL.CH Ophelie Janus Siemens HOW A PLATFORM REVOLUTIONIZED HOW WE WORK, IN SWITZERLAND AND BEYOND
  19. 19. 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
  20. 20. Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021 Our social media journey…
  21. 21. Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021 Page 22
  22. 22. Where we started.
  23. 23. Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021 Page 24 Legacy of 173 years of innovation.
  24. 24. Technology to transform the everyday: Siemens AG Company setup as of October 1, 2020 Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021 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
  25. 25. Page 26 Empowered. Social media channels: +++ Agencies: ++ Platforms to manage social media: ++++
  26. 26. Page 27 Restricted | © Siemens 2020 | ST SU | 2020-10-14 Traditionally, one social media/digital expert per team.
  27. 27. Page 28 Restricted | © Siemens 2020 | ST SU | 2020-10-14 We loved it. To some extend…
  28. 28. How it sometimes felt like.
  29. 29. Limited joint planning. Few benchmarks. Different KPIs. Cannibalization.
  30. 30. One tool. A game changer. Everything under one roof.
  31. 31. Restricted | © Siemens 20XX | Author | Department | YYYY-MM-DD Single platform policy. Global roll-out.
  32. 32. 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
  33. 33. Sprinklr Snapshot CH Editorial Calendar: Employee advocacy,Twitter, Linkedin, Facebook, … Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021 Page 34
  34. 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
  35. 35. A snapshot into Sprinklr (organic only J, Swiss content on local channels) KPIs to consider: depending on your objective…. Page 36 Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021
  36. 36. 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. Page 37 Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021
  37. 37. Listening capabilities are strong too. Page 38 Unrestricted | © Siemens 2021 | Communication Switzerland l April 2021
  38. 38. Page 39 One single stop-shop!
  39. 39. Challenges we faced along the way.
  40. 40. 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
  41. 41. 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
  42. 42. Q&A Page 43
  43. 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
  44. 44. Danke fürs Dabeisein. Wir sehen uns am nächsten #smgzh/#smgbe. 2. Juni 1. September 3. November

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