lake geneva iCt Cluster Social media & Social networkS Western sWitzerland: a key player in the World of information and CommuniCation teChnologies The ultimate reputation management tool. Alp ICT has been initiated by the cantons of Bern, Fribourg, Vaud, Neuchâtel, Geneva, Valais and Jura and is supported by the State Secretariat for Economic Affairs SECO. lake geneva iCt Cluster The networks create Sieber & Partners have refined this classification and distinguish between: the value - Small communication: instantaneous messaging - Knowledge sharing: wikis (particularly useful for By allowing people to interact online, social media sharing information inside a company), podcasts, and social networks transform media monologues RSS flux, blogging and micro-blogging into dialogues, using web-based technologies. In consequence, their impact for companies and - Contents structuring: social tagging and social consumers is huge. The top 10 social networks bookmarking have now surpassed 1,3 billion members. Gartner expects 20% of employees to use social networks - Knowledge networking: mash-up (tools which as their business communications hub by 2014, combine tools, e.g. when a tag automatically instead of emails or other applications and predicts generates a tweet) that by 2016, social technologies will be integrated with most business applications. In Switzerland, - Curation: selection of information following a survey by the Geneva School of Business personal criteria, e.g. Paper.li (see below) Administration shows that 24% of businesses in Western Switzerland use social networks and 56% will increase their investment in social networks within the next 12 months. In worldwide comparison, a Burson-Marsteller survey for Fortune 100 shows 84% of businesses will use a social network by the The consumer end of 2011, up from 79%. empowered Twitter develops fastest — with 65% of companies having an account — followed by YouTube and It is now commonly accepted that social media and Facebook. LinkedIn’s IPO set new records, with networks create brand awareness and can be used the company being valued at ax. USD 9 billion. as a reputation management tool, to recruit people, Facebook’s IPO is expected shortly and estimates to learn about new technologies and competitors place its value at USD 50 billion. Twitter is currently and to reach potential prospects. valued at USD 3,7 billion. Social media were first used as a purpose for visibility and dissemination: blogs have indeed existed since the late nineties and YouTube since 2005. But Facebook Multi-usage, targeted has drastically altered the trend. With 26 million individual visitors per month in Switzerland, and 540 million world-wide, it has become in less than four communication years the first community web-site in the world. Every day, more than 20 million users become fans of Facebook pages. According to a study by Chadwick Traditionally, social networks have three usages: Martin Bailey, the main reasons are identifying a communication between businesses and customers, trademark, key searching information retrieval and between businesses, partners and providers and recommendation. The network of friends is also the internal communication. first lever to encourage a user to become a fan of a brand (Study Group Fullsix 2010): 45% of fans share with their friends information concerning brands at least once a month. Social networks, though technically not complex, have far-reaching sociological consequences, by allowing multi-directional communication, which gives the consumer unprecedented power. lake geneva iCt Cluster Innovative local Created in 2007, HyperWeek conceived a platform that enables a business to generate its own cus- tomised social platform. Its added-value is in the ease players geared with which users can create contents. This functions for open as well as closed networks, for club members to becoming global for instance. As the American market demonstrates, businesses will increasingly need that type of dedicated social platform. Most large businesses have developed some form Fontself is another example. Launched by two graphic of community management via social media and designers from Lausanne, this application is deployed networks. But these also open unlimited vistas to in social media. It allows uses to display information young, inventive companies. in their own handwriting (or any other self-designed typeface) on Facebook or MySpace. Fontself is seeing Take Paper.li for example. In just six months, this a massive surge in users ever since Yahoo! India application — created by SmallRivers at the Swiss embedded the Swiss application in its mail toolkit. Federal Institute of Technology of Lausanne Science Park (EPFL) — has gone from 0 to 110’000 thematic Last but not least, Poken is one of the 10 Swiss comp- journals aggregated by its tool, which automatically anies listed in the European Top 100 by Red Herring. classifies information on Twitter. This application has Poken is a suite of products and software that enable just won the Startup Competition at LeWeb 10’ in users to collect and exchange digital information the «viral» category. in the real world with a simple touch. It is basically a USB device that serves as a digital replacement for In the same line, Sobees, founded in 2007, provides physical business cards, allowing users to gather and social software technology for mobile and computer organize instantly all the details of people met, platforms. Its latest product is NewsMix, a cutting- without the need for any data entry,and have this edge social magazine that retrieves the best news information readily accessible by synching it to any from friends and from the web, built on the powerful of the major contact management tools. The user Sobees social platform which helps improve content can also choose to share his or her profile from more relevance and engagement with users. than 50 social networking sites — such as Facebook, Twitter, Messenger, Skype — by simply touching Blue-Infinity, which is based in Geneva and Lausanne one Poken to another. So even if the contacts use with branches throughout Europe and Asia, and different social networks, it is still possible to have a employs close to 300 staff, develops integrated common platform to communicate. Poken has offices solutions for its clients. Among these it has suc- in Lausanne, San Francisco and Sibiu (Romania) and cessfully created online communities for top end sells its products in more than 25 countries. watch brands. Blue-Infinity also launched a Social Media Lab where analysts monitor social networks, feeding back important intelligence to clients. Depending on the brief, they may focus on quickly identifying and relaying the development of potential crisis, researching what consumers think of a brand (through sentiment analysis) or producing in depth reports to give a detailed view of how a brand is perceived throughout the social media landscape. by netinfluence 01/12 Alp ICT c/o OPI email@example.com To find all Alp ICT partners — businesses, research Route des Jeunes 9 Tel: +41 (0)22 304 40 40 institutions and facilitators — who deal in social media, PO Box 1011 Fax: +41 (0)22 304 40 70 please go to our website www.alpict.com 1211 Geneva 26 and search our «key players» section.
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