The Digital Campus

The Digital Campus

Digital Campus Study Tour – Day 2 According to Reto

Tom Abate from Stanford University's School of Engineering

Tom Abate from Stanford University’s School of Engineering

By Reto Caluori, Head of Communications at the University of Basel (@retocaluori).

A to Z through Day #2

A as in Alumni: Having focused on graduation for a long time to establish a relationship with students, Stanford Alumni now shifts their efforts to freshmen, juniors and seniors. A team of tree full-time staff members takes care of student relations.

B as in “Biggest Threat”: Immigration policy constrictions would put an end to Silicon Valley, says Chuck Darrah. To a great extent, the Valley “is built on CHIPs” (i.e. Chinese and Indian professionals).

Continue Reading →

Digital Campus Study Tour – Day 2 According to Jeremy

By Jeremy Packham, Communications Officer at the University of Lausanne and EPFL, where he works on continuing education programs (@JeremyPackham).IMG_20130917_112100

The second day of our Study Tour kicked off with an hour’s drive from San Francisco down South to the heart of Silicon Valley. Julia and Florencia swept us up at our hotel at dawn and as we drove down the freeway we went through a few of the many microclimates unique to the Peninsula and South Bay areas. Leaving sunny but cool and windy San Francisco, going through the infamous fog and arriving a few miles further in a warm, bright Palo Alto. Continue Reading →

Social Media: The Short Course

swissnex San Francisco’s first issue of SN magazine

Back in March of this year, fourteen participants of the program “Swiss Academia and the Social Media Landscape” visited the Bay Area for a one-week social media immersion. The week was filled with meetings and workshops and it equipped the Swiss higher education employees with a set of tools to accomplish their communication goals at their institutions. We highlighted their experience in the issue #1 of the new swissnex San Francisco magazine, SN.

Read all about this week here or download a PDF of the article.

Sneak Peek Behind the Scenes

Little did participants know on their last day that they were set to take part in a photo shoot for SN magazine. Portrait shots of all the participants are used as visual elements throughout the article. This meant that in addition to the already hectic schedule of the final day of the study tour, each participant had to pose for the photographers. Do you recognize some of them in the magazine?

Gilda Schertenleib from the University of Lugano gets a last minute brush up

All smiles: Annika Glauner from Euresearch is ready for the camera

Manuel Nappo from the University of Applied Sciences in Business Administration Zurich figuring out the exact position for the shot

Orange Photography reviewing the shots

The final result: profile pictures of the participants in the SN magazine

The Story of 14 Intrepid Swiss University Communicators

This is the story of 14 Swiss communicators taking on Silicon Valley led by swissnex San Francisco. Below are the impressions, thoughts, & moments from the 5 days of total social media immersion!

  1. Share

    ZRH – SFO
    Sat, Mar 17 2012 20:00:00
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    I’m at SFO AirTrain Station – Garage G & BART (San Francisco, CA)
    Sat, Mar 17 2012 21:27:08
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    #springstudytour participants are arriving and already exploring the city. Welcome everyone!!! Stay dry & see you all tomorrow. Can’t wait!
    Sat, Mar 17 2012 23:34:20
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    First night in SF, I’m looking forward to meet all the participants from the #springstudytour
    Sat, Mar 17 2012 12:29:09
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    Welcome 2 SF! RT @laracanonica: 1st nite in SF, looking forward 2 meeting #springstudytour participants
    Sat, Mar 17 2012 14:05:35
  6. Sunday. March 18 – Day 1

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    #springstudytour ready to kick-off!
    Sun, Mar 18 2012 18:34:11
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    Looking forward to meeting you all tonight! RT @blattnerma: Ready for the #springstudytour @swissnexsf
    Sun, Mar 18 2012 15:10:58
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    #springstudytour, @swissnexSF to share knowledge and experiences around the world
    Sun, Mar 18 2012 19:22:39
  10. Share
    Swiss Academia and the Social Media Landscape: Spring Study Tour Day 1
    Mon, Mar 19 2012 09:19:01
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    @strijker If you haven’t already, you should connect with @SwissnexSF and their startup programm.
    Sun, Mar 18 2012 19:56:31
  12. Share
    : Getting more and more interesting. @swissnexSF facilitates startups in Silicon Valley. Will be cool for @centralway #springstudytour
    Sun, Mar 18 2012 19:46:50
  13. Share
    : Thank you @swissnexSF for the great welcome dinner of #springstudytour. Very much appreciated.
    Mon, Mar 19 2012 00:02:11
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    Philippe Fabian of University of Applied Sciences Zurich
    Sat, Mar 17 2012 20:00:00
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    RT @Gilda__: Thank you @swissnexSF for this welcome session and dinner! Let’s get some sleep #springstudytour, we’ll need it for sure!
    Mon, Mar 19 2012 11:02:38
  16. Monday, March 19, 2012 – Day 2

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    #introduction to #siliconvalley with Chuck Darrah of @sjsu. #springstudytour (@ The Bently Reserve w/ @florenciapp)
    Mon, Mar 19 2012 10:53:22
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    “Risk taking is celebrated in the area” says Chuck Darrah, “but there’s all ways of hedging the risk.” #springstudytour
    Mon, Mar 19 2012 11:37:07
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    The culture of Silicon Valley by Prof.Chuck Darrah
    Sun, Mar 18 2012 20:00:00
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    “some years ago 50% of all the email adresses were in Northern California” introduction to Silicon Valley by Chuck Darrah #springstudytour
    Mon, Mar 19 2012 11:10:29
  21. Share
    “There are tribes in the Silicon Valley” – Chuck Darrah, anthropologue #springstudytour
    Mon, Mar 19 2012 11:11:03
  22. Share
    : Where is the next #BigThing gonna happen? “No clue”, says Chuck Darrah, “But if I could take I bet, I would say…. here. In #SiliconValley”
    Mon, Mar 19 2012 11:29:10
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    Everyone of us has an iPad with a welcome note, agenda, and survey in front of them. Of course. @apple in cupertino #springstudytour
    Mon, Mar 19 2012 13:48:29
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    “An Apple a day keeps Windows away” — #springstudytour @ Apple Inc.
    Mon, Mar 19 2012 15:41:46
  25. Share
    1.5 mil iPads in use in US ed. @Apple #springstudytour
    Mon, Mar 19 2012 13:51:06
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    Welcome to #Cal campus, @swissnexsf. Looking forward to speaking w/ u & yr guests today about our social media work!
    Mon, Mar 19 2012 14:25:08
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    Meeting with UC Berkeley’s social media director Christina @sponselli. Great to see you again! #springstudytour
    Mon, Mar 19 2012 17:11:31
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    Educate colleagues, researchers abt putting video in shareable places like YouTube. – Christina Sponselli, UC Berkeley #springstudytour
    Mon, Mar 19 2012 17:32:40
  29. Share
    #springstudytour persona (making it real again) is most important for @cal
    Mon, Mar 19 2012 18:07:51
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    With #springstudytour @ucberkeley learning how pub affairs team experiments w/ social media. Try it and see what works!
    Mon, Mar 19 2012 18:43:59
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    Gr8 meeting w/ @meganmansell, @herwigdaemon, @blattnerma, @manuelnappo, @JuliaClaud, @swissedsocial, and othr folks w/ @swissnexsf #highered
    Mon, Mar 19 2012 19:10:24
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    Wrap-up at the Faculty Club #springstudytour @ Berkeley Faculty Club
    Mon, Mar 19 2012 19:33:10
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    Coming back to sf. Never get tired of the view #springstudytour
    Mon, Mar 19 2012 21:07:12
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    Social Media Study Tour Daily is out, see it yet? See what’s in the “news” today! #springstudytour
    Mon, Mar 19 2012 18:13:28
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    Hey #springstudytour. Suggest songs for our spotify playlist…
    Tue, Mar 20 2012 10:10:01
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    Thanks! We will try for a better one yet tomorrow! RT @blattnerma: Awesome day #springstudytour. Thanx @swissnexSF
    Tue, Mar 20 2012 00:42:45
  37. Tuesday, March 20, 2012 – Day 3

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    Really looking forward to @twitter @stanfordeng @StanfordMedX & @StanfordAlumni. It’s going to be a great day #springstudytour
    Tue, Mar 20 2012 01:14:30
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    Twitting chez @twitter, où l’esprit start-up est très vivant #springstudytour
    Tue, Mar 20 2012 11:52:22
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    Now that’s hospitality! Thanks @twitter:
    Tue, Mar 20 2012 11:52:54
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    Reach very person on the planet – Twitter value @techno #springstudytour Supporting every language even right to left languages
    Tue, Mar 20 2012 11:56:51
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    #springstudytour am even more moved by the power of 140 characters
    Tue, Mar 20 2012 12:04:39
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    We are at Twitter!! Very warm welcome from Thomas Arend #springstudytour
    Tue, Mar 20 2012 11:45:23
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    #springstudytour impressive translator strategy @twitter
    Tue, Mar 20 2012 11:58:37
  45. Share
    Love Will Conquer | Interactive 3D Twitter Stream #springstudytour
    Tue, Mar 20 2012 13:38:09
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    @florenciapp @twittermedia Thanks so much for your visit. That was fun. I hope we will have more time next time for the follow-up 🙂
    Tue, Mar 20 2012 13:09:03
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    @ducom5 Thank *you* and the group for stopping by the Birdhouse today 🙂
    Tue, Mar 20 2012 13:09:47
  48. Share Scope blog from Stanford school of medicine #springstudytour
    Tue, Mar 20 2012 14:02:49
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    Connect, curate, collaborate. Social media at Stanford School of Medicine Michelle Brandt @jstafford #springstudytour
    Tue, Mar 20 2012 13:46:36
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    Xctly RT @cindyeggs: Story telling @YouTube: y have I become a researcher? ppl lk 2 C personal stories @SUMedicine #springstudytour
    Tue, Mar 20 2012 13:54:04
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    Thanks to everyone for joining us at SoM this morning. #springstudytour /cc: @florenciapp
    Tue, Mar 20 2012 14:56:50
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    Only 18% of ’08 CS grads were women. @AnnekeJong, MBA ’12, explains “How to Get More Women in Tech”
    Wed, Mar 21 2012 12:27:01
  53. Share
    Video: #Stanford Bioengineering: What does bioengineering mean at Stanford?
    Tue, Mar 20 2012 19:01:00
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    Great to see @girljournalist again! We’re using many of the tools she recommended last time #storify #springstudytour
    Tue, Mar 20 2012 18:47:35
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    Worth a read –> State of the Media 2012 by @pew_internet #jacc12
    Fri, Mar 23 2012 11:18:09
  56. Share
    “Tell their story, not ours” @StanfordAlumni #springstudytour
    Tue, Mar 20 2012 15:10:52
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    daily debrief @stanford
    Tue, Mar 20 2012 20:16:04
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    #springstudytour great to see your video on youtube! Enjoy the tour – Matthias, Member of the Fall Study Tour
    Wed, Mar 21 2012 02:06:37
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    #spingstudytour to summerise: according to @StanfordAlumni passive entertainment has been overcome by social media
    Tue, Mar 20 2012 15:48:12
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    #springstudytour @stanfordeng personal conclusion: focus strongly based on audience engagement and establishing their trust economy
    Tue, Mar 20 2012 19:21:58
  61. Share
    Thx @anniblu @davidspring @laracanonica for an awesome guest post on the @SwissEdSocial blog #springstudytour
    Tue, Mar 20 2012 14:09:20
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    Swiss Academia and the Social Media Landscape: Spring Study Tour Day 3
    Thu, Mar 22 2012 11:21:19
  63. Wednesday, March 21, 2012 – Day 4

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    morning @youtube, lunch @facebook, afternoon @LinkedIn – Thanks @swissnexSF #springstudytour
    Thu, Mar 22 2012 00:30:41
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    Niiice. My co-pilot doesn’t look too happy though RT @herwigdaemon: Queen of the Highway at #springstudytour
    Wed, Mar 21 2012 12:27:41
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    : #youtube #springstudytour
    Wed, Mar 21 2012 12:18:10
  67. Share

    Well done @manuelnappo #springstudytour
    Wed, Mar 21 2012 12:49:14
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    @SwissEdSocial @lija @swissnexsf Hehe, thanks. You almost helped us blow out the candles on our cake yesterday 🙂 Have fun in California!!
    Wed, Mar 21 2012 13:26:21
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    gr8 meeting w/ @arthurwoods @YouTube learning abt YouTube EDU cnt wait 2 C more Swiss unis #springstudytour
    Wed, Mar 21 2012 13:30:11
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    A safe space to provide education video content in schools | YouTube for Schools – YouTube
    Wed, Mar 21 2012 14:19:07
  71. Share
    : @arthurwoods presentation is entirely on @google doc. #ilike #springstudytour
    Wed, Mar 21 2012 13:22:53
  72. And while the group visited YouTube & Facebook, Marcel Blattner presented at Netflix
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    Talk by @blattnerma at Netflix on a Physicist view on #RecSys
    Wed, Mar 21 2012 14:11:03
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    Thanks for listening! RT @andere_andrea: Being in Switzerland it’s a pleasure to see and read what happens on #springstudytour
    Wed, Mar 21 2012 13:04:01
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    I’m at Facebook HQ (Menlo Park, CA) w/ 13 others [pic]:
    Wed, Mar 21 2012 14:43:57
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    : #welcome @facebook #springstudytour #ilike
    Wed, Mar 21 2012 14:41:15
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    : #lunch at #facebook #springstudytour
    Wed, Mar 21 2012 16:13:37
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    “@meganmansell: @linkedin “signal” feature, under news tab, allows view of news posts from alumni of specific schools” #springstudytour
    Wed, Mar 21 2012 18:56:13
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    Carole Varone
    Tue, Mar 20 2012 20:00:00
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    : #myfav #quote #linkedin #springstudytour
    Wed, Mar 21 2012 19:38:27
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    LinkedIn’s Christina Allen
    Tue, Mar 20 2012 20:00:00
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    Rencontre – en français – avec Maëlla Buet, linguiste chez #LinkedIn #springstudytour
    Wed, Mar 21 2012 19:47:01
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    Kudos RT @manuelnappo: : Impressive, @jeffweiner just held our door, as we were touring @linkedin. #downtoearth #ilikealot #springstudytour
    Wed, Mar 21 2012 19:20:01
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    Stefani Grothe, Maria Albanese & Carmen Roman (LinkedIn’s localization team)
    Tue, Mar 20 2012 20:00:00
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    Stefani Grothe on LinkedIn services
    Wed, Mar 21 2012 22:43:46
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    awsm social media integration! RT @SwissEdSocial: Spring Study Tour: Day 5 @manuelnappo @ducom5 & carole from @unige
    Thu, Mar 22 2012 23:41:50
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    In front of LinkedIn
    Tue, Mar 20 2012 20:00:00
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    Swiss Academia and the Social Media Landscape: Spring Study Tour Day 4
    Sat, Mar 24 2012 17:45:58
  89. Thursday, March 22, 2012 – Day 5

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    @cindyeggs Re engagement spam, you’ll enjoy this, I think: (note the date) #fallstudytour
    Fri, Mar 23 2012 17:44:57
  91. Share
    When it comes 2 seducing upper mgmt. nobody says it better than @GuyKawasaki #springstudytour
    Thu, Mar 22 2012 14:17:14
  92. Share

    captured the daily panorama at swissnex San Francisco with #Photosynth #springstudytour
    Thu, Mar 22 2012 13:56:54
  93. Share
    Swiss unis learn about content strategy and social media for highered from the great @mStonerblog #springstudytour
    Thu, Mar 22 2012 12:39:59
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    mstoner at stage #springstudytour
    Thu, Mar 22 2012 12:22:54
  95. Share
    Not everything that can be counted counts, and not everything that counts can be counted. ~ Albert Einstein #Quote
    Thu, Mar 22 2012 12:00:01
  96. Share
    #springstudytour don’t’ dream,Facebook is not THE ANSWER
    Thu, Mar 22 2012 12:47:35
  97. Share
    «Being a community manager is really a challenge» @mStonerblog #springstudytour
    Thu, Mar 22 2012 12:04:44
  98. Share
    @mStonerblog @carolevarone thank you very much for your answers
    Thu, Mar 22 2012 18:19:27
  99. Share
    #truth RT @stanfordeng Not everything that can be counted counts, and not everything that counts can be counted. ~Albert Einstein #quote
    Thu, Mar 22 2012 17:23:42
  100. Share

    : Thanks. “@calacademy: Love this pic! RT @manuelnappo: #springstudytour”
    Fri, Mar 23 2012 14:58:24
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    Swiss Academia and the Social Media Landscape: Spring Study Tour Day 5
    Sun, Mar 25 2012 14:24:23
  102. Share
    one of the most comprehensive soc media community mgmt presentations of the week #springstudytour @calacademy
    Thu, Mar 22 2012 17:47:00
  103. Share
    We had the absolute pleasure of hosting Swiss guests doing a social media #springstudytour w/@swissnexSF – thanks for stopping by!
    Thu, Mar 22 2012 20:13:43
  104. Share
    #springstudytour Use something which already exists: For example flickr for a photo contest @calacademy
    Thu, Mar 22 2012 18:02:20
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    California Academy of Sciences – on the roof
    Wed, Mar 21 2012 20:00:00
  106. Philippe Fabian shares his thoughts during or daily debriefing
  107. Share

    Debrief – Philippe Fabian
    Wed, Mar 21 2012 20:00:00
  108. Share
    Robotics in Space conference @swissnexSF with Volker Gass from Space Center Epfl
    Thu, Mar 22 2012 21:57:05
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    Volker Gass presents
    Wed, Mar 21 2012 20:00:00
  110. Share
    Cool to see so many Swiss Unis working together on 1st Swiss satellite @hes_so @UniNeuchatel @EPFLNews @FHNW now on to keeping space clean
    Thu, Mar 22 2012 22:23:34
  111. Friday, March 23, 2012 – Day 6

  112. Share

    David Harris and the team no2
    Thu, Mar 22 2012 20:00:00
  113. Share
    Want crowdsourced funding for your scientific research? Consider #SciFund and sign up in the next few days for round 2:
    Mon, Mar 26 2012 12:45:14
  114. Share
    #springstudytour It is up to own’s personality if you are better in strategical or operative level @davidharris. analyze colleagues 🙂
    Fri, Mar 23 2012 13:42:25
  115. Share

    Thu, Mar 22 2012 20:00:00
  116. Share
    #springstudytour paraphrasing Stoner: most compelling thing you can do online is posting unique content
    Thu, Mar 22 2012 11:56:07
  117. Share

    Fantastic guide Dan Tussey from @SFCityguides never disappoints! Another awesome gold rush tour! #springstudytour
    Fri, Mar 23 2012 15:49:01
  118. Share

    David Spring
    Thu, Mar 22 2012 20:00:00
  119. Share

    visiting blackboard mobile offices in San Francisco with @mblevangelist #springstudytour
    Fri, Mar 23 2012 17:13:33
  120. Share
    @mblevangelist thanks for the great presentation and good ideas – Blackboard Mobile #springstudytour
    Fri, Mar 23 2012 18:55:46
  121. Share
    #blackboard: Data integration is the greatest challenge #springstudytour
    Fri, Mar 23 2012 17:58:35
  122. Share
    In case you haven’t heard, Blackboard acquires Moodlerooms…
    Mon, Mar 26 2012 18:23:15
  123. Share

    David Small – BlackBoard
    Thu, Mar 22 2012 20:00:00
  124. Share
    Love! RT @manuelnappo: : Wondering, what we’ve been doing at #springstudytour @SwissEdSocial? Read it here
    Fri, Mar 23 2012 11:47:01
  125. Share

    swissnex’s Christian Simm
    Thu, Mar 22 2012 20:00:00
  126. Share

    : #myfav #learning from #springstudytour
    Fri, Mar 23 2012 18:57:55
  127. Share

    #springstudyour it’s was a super week, thank you to everyone
    Fri, Mar 23 2012 19:34:52
  128. Share

    Gilda Schertenleib on the week
    Thu, Mar 22 2012 20:00:00
  129. Share

    #springstudytour the last menu
    Sat, Mar 24 2012 12:02:09
  130. Share

    Goodbye dinner
    Thu, Mar 22 2012 20:00:00
  131. Share

    Thank you @swissnexSF for providing us with excellent building blocks. Now we have to create and deliver.”
    Fri, Mar 23 2012 20:00:25
  132. Share
    #sprinstudytour Thanks for an incred inspiring week, ladies! Such gracious hostesses! @SwissEdSocial @florenciapp @meganmansell @JuliaClaud
    Sat, Mar 24 2012 10:50:49
  133. Share

    Ready and sad to leave SF #springstudytour
    Sat, Mar 24 2012 20:35:16
  134. Share
    Landed… Greetings to the #awesome people from #springstudytour
    Sun, Mar 25 2012 10:02:11

Spring Study Tour: Day 6

A recap of the study tour’s final day comes from Gilda Schertenleib, University of Lugano, and Philippe Fabian, Zurich University of Applied Sciences.

In Search of the Holy Grail
At the end of this incredible week, we probably identify with the gold diggers that came to San Francisco in the 1840’s, a story that our fantastically funny guide illustrated during the Gold Rush City walking tour today.

And here we are, 170 years after the Gold Rush, repeating history with the “Social Media Rush.” A group of avid people, who travelled mountains and oceans in search of the Social Media grail. Like the gold seekers that didn’t actually find nuggets in the city of San Francisco, we didn’t find our grail, either. Simply because it doesn’t exist here, and might not exist anywhere on the planet.

Best of the Week Photos

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But as with those Californian ancestors, no grail doesn’t mean no riches for us. Those early settlers found other things and were successful in many other ways. They turned San Francisco into a prosperous city. Likewise, we found a whole lot of inspiration, gained unique insights into shooting stars and pioneers of the Social Media era, came across great discussions and made valuable connections with many people here in the Bay Area and with our Swiss colleagues. We could literally feel the heartbeat of Social Media.

Encouraged and enriched we will try to make the Silicon Valley spirit grow and prosper in our institutions back home. We will try to stay down-to-earth with the use of Social Media as American universities do. But on the other hand, we have to break new ground and not be afraid of stumbling.

Or, in the words of David Harris from today’s final workshop: “Fail forward or fail fast.” Just like the gold diggers did.

Video Recap of Day 6


Spring Study Tour: Day 5

Day 5 of the Spring Study Tour is summarized here by guest bloggers Carole Varone from University of Geneva, Daniel Ducommun from Haute Ecole de la Santè La Source and Manuel P. Nappo from HWZ Hochschule für Wirtschaft Zürich. (To be read, listening to the official #springstudytour Spotify playlist)

1. Visibletweets for #springstudytour

(Click image to view)

2. Social media revolution – Facebook In or Out ?

After an amazing fully immersion in the geek world yesterday, back to a more «theorical» but also intensive day. In the morning, Michael Stoner founder of MStoner came back on topics we already discussed these last days. He provided us his huge expertise.

Points to keep in mind:

1. Everything is connected to everything else.

2. Each day new platforms are emerging. People are looking for another environment. We don’t know what is coming up next.

3. A Facebook page is not a social strategy. Focusing too much on Facebook will be less successful in the following years. People seem to look for a smaller media community which will share the same interest.

4. Target your audience and share the appropriate content on the right channel.

5. Get real with social media and create campaign! Reach your goals by using e-mails, flyers as well as social media.

A useful social media check-list for educational institutions:

1. Provide a well-organized website

2. Get an appropriate technology

3. Assure the internal management

4. Define clear goals and multiple measurement tools

5. Choose multiple channels (Twitter, Flickr, YouTube, blogs, Facebook…) to share your information

3. The Geek Proust Questionnaire with Michael Stoner

Your favorite geek product ? Apple and more specifically the 13-inch MacBook Air

Favorite entrepreneurship story ? Steve Jobs & Mark Zuckerberg

Your favorite blog ?

Your favorite # ? #Highered

Your favorite apple ? Eden Ice Cider and Gravenstein

Your favorite bird ? Red tail hawk

4. Instagram stream for #springstudytour

(Click to view)

5. SM @calacademy an example to follow

In the afternoon, Amie Wong, Marketing Manager at the California Academy of Sciences, gave a brilliant presentation with real examples on the everyday use of social media in a cultural and educational institution. (Link to Slideshare will follow)

6. foursquare check-ins for #springstudytour


7. The author’s picks

Carole: The Graffiti at Facebook – Daniel: The breakfast buffet at Twitter – Manuel: Grande Cappuccino to go from Caffè Trieste

Video Recap of Day 5


Spring Study Tour: Day 4

Day 4 of the Spring Study Tour is summarized here by guest bloggers Simone Brandenberg and Herwig Dämon, from the University of Liechtenstein, and Magdalena Egli, from login.

  1. Name dropping day: @YouTube, @Facebook, @LinkedIn

  2. YouTube – Join the global classroom
  3. Share
    : Smile. You are at @youtube #springstudytour (@ YouTube HQ w/ 2 others)
    Wed, Mar 21 2012 12:06:41
  4. Already shortly after the arrival at 901 Cherry Street it became perfectly clear that the content of this tweet absolutely fits the corporate culture of YouTube. On the guided tour through the building, Arthur Woods, responsible for the EDU Partnerships, pointed out all the conveniences YouTube offers to its employees – starting with the obligatory 24-hours-provision with an impressing variation of free food that we already experienced in other social media companies the last days. A guaranty for one or another overtime hour… Chuck Darrahs statement of Monday morning rang in our ears: “You don’t have to pay for the coffee – you already payed for it!”

    Following the motto “Anyone can obtain a world-class education” YouTube installed its EDU program in 2009 with the ambitious aim to provide a free knowledge-platform for everyone. The program is divided into three main sections: K12 for primary and secondary schools and teachers with formats like sesame street. The life long learning in cooperation with e.g. the Moma. And – most interesting for us – the higher education in cooperation with colleges and universities like Harvard, Stanford or Yale. Meanwhile there are more than 750 educational channels on YouTube with more than 54.000 accessible videos. The content is mainly uploaded by partner universities but YouTube also invested 100 Mio. $ to produce new content.
    How now to become a partner for educational programs? Just open a channel, generate high quality content, apply for the program and become involved in the edu community. Content can be lectures with top professors, student testimonials or live stream campus-wide events. Just make sure to involve staff and students to generate content to make it more authentic and vivid. And don’t forget your alumni and prospective students as interesting audiences. Being aware of the branding you can also start with only few and produced videos. And even if YouTube is the 3rd most visited website in the world, don’t forget to crosspost ion your other channels.
    With Google Analytics it is possible to learn more about the users backgrounds, their preferences and even the exact time when they stopped watching a video – to immediately be able to alter strategy and content. And of course Arthur Woods and his team will be glad to help with the implementation.
  5. Share
    Arthur Woods / YouTube EDU
    Wed, Mar 21 2012 14:56:04
  6. Facebook – “Fail fast”
  7. Share

    : #welcome @facebook #springstudytour #ilike
    Wed, Mar 21 2012 14:41:15
  8. Rodrigo Schmidt, Product Manager Website, was our guide at Facebook. He showed us the whole complex of buildings and answered our questions from a personal perspective. The buildings seem to be under construction to demonstrate the culture of  always being working. The buildings belonged to Sun Systems. When Facebook bought the complex, they refurbished the elements that could remember to Sun and what did not fit with the culture of Facebook. Facebook moved into the campus in November 2011, but until now just five buildings of the eighteen are used. On the big place in the centre of the campus they wrote in big letters HACK, so that it can be seen from a satellite.  As highlight of the day we even saw Mark Zuckerberg on our way to lunch.

    Rodrigo explained the concept called “Fail Fast”: Within a project duration of four to six months a product should be completed and brought to market. The philosophy of Facebook is not to work longer than half a year on it for not loosing the high motivation to work on it.
    It was a real chance for us to be received by Facebook because they do not have official tours any more. Thanks a lot for this effort to Florencia!
  9. Share
    Rodrigo Schmidt on Facebook Pages
    Wed, Mar 21 2012 16:38:59
  10. LinkedIn – serving HigherEd
  11. “How can LinkedIn help in your alumni aspirations?”, asked Christina Allen, Director of Product Management, at the Mountain View based ‘business-related social networking site’. Many of the #springstudytour participants seemed to be fairly surprised by some exciting new services for higher education. Like the runaway hit for LinkedIn, although it has been hardly marketed: the Alumni product. According to Christina it was designed to serve a number of purposes. The service helps to understand where alumni did go, where fellow alumni are, what fellow alumni are doing for business and how one can reach out to them. Tour participants learned about various other opportunities to build more robust alumni groups, a clear “call-to-action” was audible within the group.

    A discussion with LinkedIn’s localization team again served as proof of the Silicon Valley entrepreneurial attitude: connect, start things, and find out whether they work. Hands on and with attention to detail, team members responded to suggestions by the #springstudytour participants in order to help tailor the offer to universities’ needs.
    In a “big five” comparison (no, we are not talking safari, but Twitter, YouTube/Google, Facebook, and LinkedIn) during the wrap-up, question was whether LinkedIn could maintain its already more ‘corporate world’ culture amongst the social media networks after the IPO. Frankly, we couldn’t care less as long as their network serves universities’ needs in fostering students and alumni relationships.
  12. Share
    Stefani Grothe on LinkedIn services
    Wed, Mar 21 2012 22:43:46
  13. P.S.: Herwig picked the tweet of the day, since he is suffering from the red-green color deficiency as well …
  14. Share
    #springstudytour: why fb is blue? A lot of engineers are red-green-colour-blind.. So they at least recognize their logo:-)
    Wed, Mar 21 2012 16:19:50
  15. Always push further, even if the way is down: sliding competition at YouTube:
  16. Share
    Sliding competition at YouTube
    Wed, Mar 21 2012 14:58:00

Video Recap of Day 4


Spring Study Tour: Day 3

Day 3 of the Spring Study Tour is summarized here by guest bloggers Marcel Blattner and Cindy Eggs, from the Fernfachhochshule Schweiz, and Ladina Caprez, from the University of Lugano.

Die Luft der Freiheit weht

Today we discovered various ways in which the winds of freedom blow, as mentioned in Stanford’s motto. Whereas Twitter owes its success partly to the fact that it fostered freedom in some countries, at Stanford they think a little differently about it…

First thing in the morning we discovered Twitter’s conception of freedom right away when Elaine, the secretary, had to abandon her work to allow us a group picture in front of the Twitter sign (on the wall right behind her desk). Before starting the actual meeting, Thomas Arend invited us to serve ourselves at the vast breakfast buffet – including eight different kinds of coffee and at least fifteen different types of cereals – quite unusual for Europeans.

During his speech, Thomas elaborated on different dimensions of Twitter’s freedom: Tweets that spread all over the world in a very short time make it possible to overcome distance and therefore allow freedom of thought and speech no matter where your followers are; giving a voice to a mute girl commenting on soccer games, Twitter allows her to overcome many obstacles; by connecting people’s opinions beyond country boundaries, Twitter creates a platform for the oppressed to gain strength in revolution.

Twitter stream seconds after the earthquake in Japan, March 2011.

Twitter stream seconds after the earthquake in Japan, March 2011.

Creating a platform is also Stanford’s goal with their social media activities. Stanford gives visibility to its excellence in the field by collaborating with researchers, who publish their findings on the various social media channels. Even though Stanford’s School of Medicine encourages its scholars to produce content and to use their own voice and tone, they are still held to certain criteria, such as publishing date, journal standing, etc.

Heading to the alumni center, we became aware that the wisdom of freedom has other dimensions on this very nice and cultivated campus. The Stanford Alumni Association motivates current and former students to join their different social platforms in order to connect to the alumni network once they graduate. The data generated from these networks is used to list people with common interests and to link them with each other and with influencers. From the content point of view, the Association’s priority is to spotlight what their alums do instead of just broadcasting their own news.

At Stanford’s School of Engineering they see eye-to-eye with their colleagues: They tell stories on their Facebook page and collaborate with interns to create content that engages their audience. Thanks to reliable and extensive data, the social media team at Stanford knows what their audience is interested in and no longer have to rely on guessing. However, they keep an eye on the content created and sometimes do need to intervene and confine the freedom they conceded their interns.

To sum up, Day 3 of the #springstudytour showed that, at the bottom line, social media equals freedom, but this freedom can be interpreted in various ways – as with social media activities in general, by the way.

PS: Check out our group’s activity on Twitter using the #springstudytour hashtag – increasing steadily as slowly everybody discovers the freedom of speech on SoM 🙂

Video Recap of Day 3


Spring Study Tour: Day 2

For Day 2 of the Spring Study Tour, guest bloggers Annika Glauner, from Euresearch – International Research Programmes at the University of Zurich and ETH Zurich, David Spring, from the University of Lausanne, and Lara Canonica, from the Zurich University of Applied Sciences reflected on the day’s rich program.

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And here is the team’s reflection on the day:

Trying to explain what Silicon Valley is to someone who has never been to the region is a bit like trying to explain what a particular color looks like to someone who is blind. Prof. Chuck Darrah from the San Jose State University tried to provide us with the peripheral definitions of what Silicon Valley is as a whole, in order for us “Swiss cookies” to better interact in this area and connect with its “tribes” over the upcoming five days.

Chuck Darrah is an insider because he lives in the heart of Silicon Valley, in Mountain View (aka Mountain Google), and he is an outsider because he has no cellphone. As an anthropologist his job is to study the “tech tribe” in Silicon Valley. He interviews and observes them.

San Francisco is not in the Silicon Valley of which San Jose is the capital. Officially, Silicon Valley doesn’t even exist.

Over the past forty years the Valley has changed a lot. The industry shifted from hardware to software to Internet. Now, there are 22,000 high-tech companies in the region.  People come here from all over the world because of the highly paid jobs. The mentality is to take risks and celebrate failure. Mobility is important, and people tend to switch jobs every two years otherwise they are considered as losers. Here everything is transformed into technical problems that need to be solved. So in order to blend in, we became mobile too and drove to Cupertino for an appointment at Apple headquarters.

We met Steve Wilson, iTunes U Producer and Deirdre Espinoza, Sr. Marketing Manager Education Content. They presented iBooks and iTunes U. Apple is as brilliant as you would expect it to be: it’s vivid, creative, buzzing. And in this spirit we left for the University of California, Berkeley.

The meeting we had with Christina Sponselli (Social Media Director), Kathryn Bader and Ram Kapoor (Office of Public Affairs) was comforting, down-to-earth and inspiring. At Berkeley they are not implementing a strategy, but rather validating it through a process of experimentation and co-creation. They provided us with tips and tricks and good advice. UC Berkeley has also a Social Media User Group (SMUG), who gathers once a month to share experience and to discuss how to reach more students and alumni. With a small and flexible team and very little resources, they are active on different platforms like Facebook, Google+, Twitter, YouTube, LinkedIn, Foursquare to name a few.

So what have we learned today? That we too are able to facilitate innovation by applying The Infinite Loop using a human-centered approach, as the people we want to reach are the experts, they know what they need.

Hearing, creating, delivering, evaluating, improving, learning.

Observations lead to stories, lead to networking, lead to opportunities, lead to ideas, lead to solutions, lead to implementation.

This has been a very promising start to an exciting week. To be continued…

For a video recap of the day, see below:


Spring Study Tour: Day 1

On Sunday, March 18, 2012, swissnex San Francisco welcomed 14 representatives from Swiss higher education for a week-long, immersive study tour on the subject of social media for academic institutions. swissnex director Christian Simm welcomed the group and introduced our work with Swiss universities. Gioia Deucher described the organization’s activities with Swiss startups, particularly university spin-offs. With introductions and program overview out of the way, the day wound down with a welcome dinner at Urban Taverna. Here’s a quick recap in video.