The Digital Campus

The Digital Campus

Event on May 16, 2012: Fostering a Culture of Sharing

Sharing information is the one of the most important things that we can do as a community. In order to keep the information flowing, we are pleased to bring you together again on May 16 for our Second Annual meeting in Kloten.

We have built the day’s agenda so that all participants, regardless of level of knowledge, can obtain practical information, insights, and learn from selected social media experts as well as each other.  Keynote sessions will present information applicable to all participants and concurrent sessions will cater to different needs, interests, and levels of knowledge. In addition, we will hold a panel discussion with three Swiss universities that will share lessons learned, challenges, and successes about implementing and managing social media at their institutions,

We are extremely pleased to collaborate with the best social media experts and leaders in Switzerland to bring you knowledge, examples, and tools to help you advance your social media efforts or overall awareness.  Follow them on Twitter, read their blogs, and connect with them so that you keep growing your professional network.

The speakers

Christian Luedi, Social Media Manager, Swiss International Air Lines

Christian Luedi, 31, is Social Media manager at Swiss International Air Lines, where he has been employed since graduating from the Lucerne University of Applied Sciences and Arts in autumn 2008. In April 2009 he was tasked with the development of the airline’s social media presence, which encompasses responsibility for all of SWISS’s social media activities, both in strategic and operational terms. He also lectures on social media management one day per semester at the University of Applied Sciences in Business Administration Zurich.

Follow and connect with Christian on:

XING | Twitter | LinkedIn

Kelly Hungerford, Community Manager for

Kelly is Community Manager and evangelist for, a micro publishing platform by SmallRivers SA.  She has over 20 years of experience in the field of internal and external customer and client service across multiple industries including retail, banking, mobile commerce, and social media.  Kelly leverages her multi-channel client service experience in her role as Community Manager at to find new ways to build, develop, educate, listen to, connect with and support the micro publishing community.Kelly and her team at help empower ANYONE to be a publisher and curator.’s social tools help draw deeper engagement and conversations around the topics you’re most passionate about.  Kelly will share best practices on how to take your interests and turn them into community with a little help from tweets, hashtags, keywords and rss feeds.Kelly is a native of Silicon Valley, has been living and working for over 17 years in Europe. She holds a degree in Marketing and International Business from San Francisco State University, speaks three languages and lives happily with her husband and two daughters on the shores of Lake Geneva, Switzerland.

Follow and connect with Kelly on:

XING | Twitter | LinkedIn

Mike Schwede, Co-Founder of Goldbach Interactive

This is how Mike describes his background and track record: I have been working in the Internet and Marketing fields for the past 15 years and am now teaching at the HWZ University of Applied Science in Business Administration ZurichMAZ Lucerne and the Somexcloud Academy, as well as engaging in a number of public speaking opportunities. As the Co-Founder of Goldbach Interactive I have been working for Companies like AXA, Beiersdorf (Nivea), EA, McDonald’s, Ringier, SBB, TUI, Migros and Swisscom. I live together with my wife and my three kids in Biel, near the capital of Berne. For the year of 2012 I’m taking a break.

Follow and connect with Mike on:

XING | Twitter | LinkedIn

David Schäfer, Founder & CEO of SOMEXCLOUD

David is the founder and managing director of Brand Social (social media strategyconsulting, implementation support and coaching) and has worked for over 15 years of online media. David co-founded SOMEXCLOUD. He studied Social Sciences and Law at the Universities of Zurich and Geneva as well as communication at USI Lugano and studied at UCLA (Executive Master of Science in Communications Management). Member of the board of the Swiss Social Media Community (SSMC).

Follow and connect with David on:


Ferdinand Kobelt, Partner, Ernst & Young

Ferdinand is a Partner in the EMEIA Advisory team focused on Social Media Strategy and Governance. He has more than 30 years experience in information technology and in serving complex clients.His practice responsibilities extend from Project Management to Information Security and Risk Management to Cloud Computing Governance through Social Media Strategy and Governance. Today he leads the Social Media Competence Center and drives Social Media projects in Europe, USA, Brazil, Argentina and Asia. Ferdinand’s career started 1982 as a Project Leader and Business Unit Manager within the Telco Industry and joined Ernst & Young in 1990. He holds a Bachelor in Computer Science Engineering from and a Post Graduated diploma Executive Master of Corporate Management and Business Administration from the University of Applied Science in Berne.  He is Certified Social Media Manager (SOMEXCLOUD), Certified Information Systems Auditor (CISA), Certified Information Security Manager (CISM) and Certified in Risk and Information Systems Control (CRISC).  He is Member of Information Systems Audit and Control Association (ISACA) since 1991 and Member of Information Security Society Switzerland (ISSS). He speaks German (mother tongue), English, French and Italian.

Follow and connect with Ferdinand on:

XING | Twitter

Robert Beer, XING’s Country Manager Austria & Switzerland

Robert Beer is Country Manager for the business network XING and manages the development and implementation of regional policies in Austria and Switzerland. His responsibilities include the development of close relations with key strategic partners, and increasing brand awareness in both countries. He manages two of Xing’s core markets. XING is a market leader in Germany.Robert Beer has extensive experience in strategic market development of online and cross media platforms. Prior to joining XING, the Swiss-born senior held positions with various companies in the areas of online video and online ticketing.He holds an Executive MBA from Strathclyde Graduate Business School.

Follow and connect with Robert:

XING | Twitter

Michel Benard, University Relations Manager, Google CH

Learn more about Google University Relations.

Follow and connect with Michel on:

XING | Twitter | LinkedIn


During the meeting we will use the hashtag #swissedsocial so that we can share thoughts, ideas, opinions, questions, and more. We rely on all of attendees to share their thoughts so that we can pull together the highlights of the meeting.

Planning your day

The day has been designed so that all participants can get the most out of the sessions offered. Twice during the day, we will hold concurrent sessions (simultaneous) catering to different interests and knowledge levels.

Track I sessions on “Making the case for Social Media in your institition,” will focus on building an argument for devoting efforts and resources to social media and how to make this case to upper management.  SOMEXCLOUD experts, David Schäffer and Ferdinand Kobelt will lead this session. This session is recommended for those making the case for a social media budget and educating others in their organization about the value of social media. This session is good for all levels and will be held twice for the benefit of all.

Track II sessions will focus on Metrics. Mike Schwede will help you organize your monitoring and listening efforts, develop KPI (key performance indicators), and dashboards. This is an essential activity that all teams must implement whether they are getting started or have already implemented social media. This session is good for all levels and will be held twice for the benefit of all.

Track III session (only one)  will focus on content. Kelly Hungerford, Community Manager for will show how others are creating content and how they are leveraging to build community. This session will not repeat and is a good choice for those who are already quite active in social media and/or manage a community. A medium or advanced level of knowledge is recommended. This session will not repeat.

Learn more about the sessions and the agenda.


Please confirm your attendance and select your sessions by April 19, 2012! We appreciate your prompt feedback so that we can plan appropriately.

Author: Florencia Prada

Florencia Prada is the Head of Digital Marketing at swissnex San Francisco. While she loves all things tech, she tries hard not to get carried away by shiny objects and new ideas that are all too pervasive in Silicon Valley.