Markus Liechti supports the Swiss Xing team around CEO René Maeder as Senior Product Manager. In this role, he drives the Swiss-specific orientation of the platform, member growth, and the expansion of the Xing job market, among other things. He works closely with the development and product teams in Hamburg.

Liechti has extensive experience with online products and services, especially in the optimization of user journeys and user experience. Most recently, he was Technical Product Manager at local.ch, the leading provider of local search queries, where he was responsible for the further development of the Localina restaurant platform and played a key role in advancing the areas of ratings and reviews. Prior to that, he was, among other things, Head of Business Partnerships & Products at Gbanga/Millform, a company specializing in app and game design, where he and his team won an award for the best app of the year at the Swiss App Awards in 2012. Liechti holds a Master's degree in Computer Science from the Swiss Federal Institute of Technology Zurich (ETH).

Since the end of 2015, Xing Switzerland has already brought on board Business Development Manager Ann-Christin Schertzinger, Marketing Manager Sabina Neuhaus and communications expert Yvonne Zurbrügg. With the addition of Markus Liechti, the leading social network for professional contacts in the German-speaking world is further advancing its presence in Switzerland. Says Xing Switzerland CEO René Maeder: "It is crucial for us to adapt our products and our growth strategy to the needs of the local market. We are delighted to have Markus Liechti, a proven expert, on our team, whose experience will make a valuable contribution to this."

With Facebook Dynamic Ads (FDA), specially developed for online retailers and brands, you can place your product ads in slideshow format (carousel). FDA can be accessed via all end devices and administration is simple and straightforward. Boost your sales, expand your customer base and increase the loyalty of your customers. When creating Facebook Ads, you can choose between a customer acquisition and/or retargeting strategy. Furthermore, Facebook offers you specific targeting options to ensure that the right products are displayed to the right people. In contrast to conventional advertising formats, Facebook Dynamic Ads offers the option to personalize your ads so that they are only displayed to your target group and your customers. Lenow offers on the subject of Facebook Dynamic Ads a free whitepaper and lists five tips to help you implement your Facebook campaigns more successfully:

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The graduates successfully completed the first CAS (Certificate of Advanced Studies) "Brand Journalism & Corporate Storytelling" on August 10 with the presentation of their final project, a self-produced video or multimedia report. The practice-oriented course of study is unique in Switzerland. It is offered by the Swiss School of Journalism MAZ in cooperation with the Lucerne University of Applied Sciences and Arts (HSLU). In the thematically wide-ranging teaching modules, participants acquired and trained both technical and strategic knowledge relating to brand communication. "We have obviously struck a nerve with corporate communicators and agencies with this CAS," says study director Elmar zur Bonsen. "The topic of the CAS is highly topical. Everyone is talking about storytelling and content marketing. But there is still a lack of sound know-how in many cases."

The MAZ has now closed this gap. Experienced lecturers from companies, agencies and media houses taught the graduates how brands can be "charged" with information and emotions through skilled journalistic storytelling, how suitable topics can be generated, implemented in multimedia and distributed via various media channels. Thanks to intensive coaching, the CAS graduates have also acquired new skills in the conception and production of videos.

Participants:

Sara Allerstorfer; Armin Barmet; Reto Beglinger; Carmen Bernhard; Daniela Biedermann; Steve Gaspoz; Carmen Huth-Evenson; Jasmin Kleinberger; Thomas Lüthi; Tessa Marina Meier; Sheila Moser; Beat Reck; Bjørn Schaeffner; Catia-Cristina Tschuor; Annett Wolters; Stefani Zemp

Samantha Turner, Commercial Director at Glispa, examines the possible decision-making motives in the following article and shows different solutions for using ROI as the primary KPI (key performance indicator) for measuring success. With the help of social influencer marketing, advertisers and CMOs can expect a real effectiveness of their campaigns and, for example, expect significantly increased user engagement, such as app installs, registrations, subscriptions and transactions for mobile applications:

Extent and range

Anyone who has already successfully built up a reputation online often reaches millions of relevant readers with their own posts. This happens not only in the lifestyle and fashion sector, but also in the gaming industry: For example, the Swedish web video producer PewDiePie currently has over 40 million followers with his YouTube channel of the same name. Cooperations with such social influencers therefore not only expand the radius of action of the companies, but are also in no way inferior to paid burst campaigns in terms of their reach. In comparison, paid ads are much more expensive and their amount varies depending on the market and the size of the target group.

Positioning and visibility

Incent media or other low value formats are generally used for "financial" compensation. In terms of value, however, only a few paid ads are compensated by this, as they have no real value of their own. Only the organic downloads that are achieved through visibility in the app charts also have real value.

Interestingly, it turns out that strategic measures with social influencers pay off in the same way as classic burst campaigns. Influencers in particular are able to achieve the set goals within a manageable period of time, for example via live stream, and at just under half the cost of classic campaigns.

Furthermore, the additional value creation - especially the benefit of a brand - which is otherwise achieved solely through chart visibility, outweighs the benefits. This is reflected not only in the mere increase in page visits, but also in the variety of user-generated content of the relevant target groups in the (local) communities, on social or fan pages, in videos or discussion forums.

Quality and User Lifetime Value (LTV)

On average, organically targeted campaigns scale two to three times better than their paid counterparts. With targeted influencer marketing and the help of their community leader, the majority of users can distinguish supposedly organic content from authentic and trusted sources. A look at the data shows that influencers have a much stronger direct and indirect impact on user lifetime value than other platforms, channels or even media.

ROI and partner selection

Referring to the above, the great potential of conversion coming from influencers is not surprising, but always also dependent on an extremely targeted influencer selection and the advertising content agreed with the partners. Nevertheless, the majority of current influencer offers are rather problematic from a performance point of view. Many offers are only accessible via special influencer networks, agencies or platforms, and 90 percent of them are geared toward publishers. Paid access to these networks or other payment models are usually the first hurdles when marketers with tight budgets want to achieve a high user lifetime value while spending as little as possible.

Here, it is better to apply performance-specific KPIs such as CPI and CPR, which have nothing to do with brand awareness. However, the majority of solutions move in the wrong direction, and the few advertiser-focused companies that offer influencer relations as a performance model tend to work both ways. That is, they use very high CPIs, CPRs as well as minimum sales to avoid risk. Others are based on rather uncertain selection procedures, which are used to filter out the most suitable influencers in each case. The quality of such a selection is not immediately obvious. After all, a high reach of followers does not automatically mean an equally high relevance or status of a social influencer.

Selection of the appropriate market

A prior consideration of the targeted market is absolutely necessary. For the success of large-scale campaigns, it is easier to first target important core regions such as Western and Central Europe and Southeast Asia, rather than CIS (former Soviet republics) and Latin America as a first step. Due to the manageable costs incurred for influencer marketing, the potential risk also remains in the low range. Regionalities, such as language, should also definitely be considered in the selection process: An influencer in Mexico who communicates in Spanish will not only achieve a large reach in his home country, but also in all probability in all of Latin America and even in Spain.

Find the right platform

The right platform is also crucial in the context of influencer selection. Can an influencer who operates on Twitter achieve an equivalent reach as an influencer who focuses on YouTube? A YouTube channel makes the content it produces available to its audience via live stream and/or upload. In contrast, a tweet, with a more limited text or image-based format, offers decidedly less scope for information and remains prominently placed for followers for only a short time. This measure offers no sustainable value, with an initial impact equally questionable. Realistically, it proves best to use amplifiers in campaigns, but certainly not to focus on a specific platform.

It's a different story, of course, when you can draw on a multi-million dollar marketing budget like Nike did for a Twitter-based influencer campaign featuring the ten most popular NBA players. Few advertisers, however, are in the enviable position of being able to draw from such a budget.

For all others, it is important to derive as much as possible from your own experience and to work with partners who have real expertise and can present relevant case studies. For every market entry strategy, performance-based social influencer campaigns can be absolute success boosters, which can be used to identify transactions and sales.

Samantha Turner started her career at M&C Saatchi Mobile and is now Commercial Director at Glispa, managing key advertiser accounts and supply partners including influencer relationships. She is also the initiator of Voltu, the performance-based social influencer network for mobile user acquisition.

Glispa Global Group is a mobile marketing pioneer that enables its clients to activate global audiences and enter new markets. With its ad mediation platform Ampiri, which gives mobile app developers full control and visibility over their entire mobile app inventory, and the recently launched social influencer platform Voltu, Glispa works with the largest publishers and app developers worldwide. Headquartered in Berlin and with offices in Beijing , Bangalore, San Francisco, Tel Aviv, Sao Paulo and Singapore, Glispa employs an international team representing 45 nations and speaking 32 languages.

It revolves around a young man sitting in his car, a Peugeot 2008 SUV, and watching the famous Jet d'eau in Geneva from there. He notices that its water jet changes whenever he turns the Grip Control driving assistant in the car. This allows the driver to adjust the chassis to different surfaces such as snow, mud, sand etc. Alerted to the miracle by a passerby, he tries it again and lo and behold - the beam changes again. And so the claim also promises, "Conquer the elements." The viral can be seen in all popular online channels (Youtube, Facebook, Instagram) and on Peugeot.ch.

 

 

Look what the #jetdeau does. #fun #geneva #peugeot2008 #gripcontrol

A video posted by Peugeot Switzerland (@peugeotswitzerland) on Aug 9 2016 at 8:27

Responsible at Peugeot: Fréderic Drouin (General Manager), Mickaël Berend (Public Relations & Event Manager), Stéphanie Maussion (Marketing Communications Manager). Responsible at Havas Worldwide Zurich: Anneline Cachat (Digital Art Direction), Bruno Maser (Digital Creative Director) Magnus Matthias Sambo (Text), Desiree Guzman (Consulting), Frank Bodin (Overall Responsibility). Film production: Instinct Pictures, Basel. Sound: Drehwerk, Zurich.
 

 

When at one o'clock in the morning the chairs are put on the tables in St. Gallen's restaurants and bars, the lights go out and waiters and cooks finally call it a night, Swiss Casinos St. Gallen is still bustling with activity. To remind the employees of various restaurants of this, the agency at the airport developed an "After-One-Mailing" for Swiss Casinos, which inspired some recipients to play after-work roulette and to play tip poker. But first and foremost, the after-one boxes delivered personally to the restaurateurs offered a sweet taste of the not-so-common casino atmosphere, as well as plenty of vouchers for a late-night drink at the casino bar.

Responsible at Swiss Casinos St. Gallen: Massimo Schawalder (Director). Responsible at Agentur am Flughafen, Altenrhein: René Eugstair (Creative Direction), Dominique Rutishauser (Art Direction), Valeria Hörler (Graphics), Miriam Egli (Consulting/Text), Maximilian Eugster (Courier).
 

The new structure is a first step towards convergence, according to a statement. Joachim Freiberg, CEO of Radio Pilatus, will also take over the management of Tele1 television in Central Switzerland with immediate effect. This means that radio and television will now be managed centrally. Caroline Thoma, Managing Director Reach Media of the NZZ Media Group: "We already successfully implemented this step towards convergence at Radio and Television in Eastern Switzerland at the end of 2014. Joint management of the electronic media facilitates cooperation and promotes innovation. In the medium term, this will benefit both our advertising customers and our users."

Against the backdrop of this restructuring, Tele1's previous General Manager Bruno Hollenweger and Marketing and Sales Manager Ronnie Hürlimann have decided to leave the company to take on a new challenge.

The new Head of Electronic Media Central Switzerland Joachim Freiberg has been managing Radio Pilatus for 28 years and has established it as a successful station in Central Switzerland. He has regional roots, knows the electronic media scene very well and, as a member of various committees, has been committed to its further development for years.
 

Ringier wrote this in a statement on Wednesday. The former editor-in-chief of the news agency DPA, as well as Der Spiegel and Spiegel Online, took up his role at Ringier in July 2015. Together with the editors-in-chief and their management teams, he has been responsible for the further development of the publications Blick, SonntagsBlick, Blick am Abend, Blick.ch and Blickamabend.ch. The "top European journalist" Büchner stands for journalistic relevance on the one hand and for the digital transformation of media brands on the other, commented Ringier CEO Marc Walder then the new addition. Büchner was hired to drive the digital transformation. Now he is said to have prematurely terminated his contract, which runs until 2017 - weeks ago.

The NZZ am Sonntag has already published after the Appointment of Christian Dorer as editor-in-chief of SonntagsBlick predicted that Büchner's only option now was to leave. With his personnel decision, Walder had decisively thwarted Büchner's plans for a joint Blick newsroom. The reason: Dorer wants to head his own editorial department. According to a "reliable source," Büchner was not involved in the talks, and Walder conducted the negotiations with Dorer alone. "Büchner has been disavowed in such a way that his only option is to leave," the newspaper quoted a member of the management team as saying.

However, the relationship between Walder and Büchner had "cooled down" for some time. The Ringier boss reproaches Büchner for the fact that operations in the newsroom are not running smoothly, according to reports from the media company. Within the media company, however, there is also criticism of Walder's personnel policy - he is constantly hiring new journalists and publishing managers, first showering them with praise and then dropping them. (hae)

Following the establishment of Amazon Web Services (AWS) in September 2015, this is the next step in expanding the offering for Swiss companies and international customers. The aim is to use and analyze large volumes of business data in the Amazon data cloud. With the expansion, the location in Zurich is playing an increasingly important role. In addition to Frankfurt, Dublin and, from 2016/17, the UK, Switzerland could become the next regional location of the US mail order company in Europe. "Currently, AWS customers can choose from 13 regions worldwide," Amazon spokesman Robert Belle tells Handelszeitung. A region includes several data centers, sometimes up to a dozen or more. That could also mean data centers in Switzerland. Amazon does not want to reveal how many employees there will be at AWS and Amazon Data Services in this country.

Long before personal branding became a trendy word, Cordelia Hagi exemplified skillful self-marketing with the color pink and her pink story. For more than 35 years, she has been the business owner of the marketing and communications agency Pink Elefant in Bern. She makes stories come alive and demonstrates the simplicity of new creativity with her specially developed XINIX method. Furthermore, she has been a consultant to various renowned companies for years, supports various CEOs according to the approach of complementary consulting and develops both creative and pragmatic approaches to solutions together with her clients.

With its newly designed website, which can be viewed at Cordeliahagi.chthe Bernese entrepreneur presents herself in a new light. Cordelia Hagi now offers her coaching, consulting and lectures under her own name in addition to the classic agency services, which are still marketed by Pink Elefant. (pd)

 

With the aim of sustainably strengthening communication with the approximately 11'000 garages and workshops, 4000 of which are AGVS members, as well as with the public, the Auto Gewerbe Verband Schweiz (AGVS) has invested considerably in its own media in recent years. The result of this offensive is that both its association magazine Autoinside and its websites (Agvs-upsa.ch with 21 section pages, Autoberufe.ch and Autoenergiecheck.ch) are absolute leaders in the reader market.

As part of the succession plan for advertising salesman Günther Kneisel, who retired at the end of 2016, the AGVS is realigning the marketing of its media: The future marketing organization is to be more broadly based. Based on a comprehensive analysis of the current situation in the advertising market, a roadshow among the largest advertisers and the examination of several organizational models, the AGVS has decided in favor of its long-standing partner Viva für Kommunikation. According to the statement, the agency's team has played a key role in ensuring that the AGVS's communication and content strategy has developed very well in recent years. It will take over marketing as of January 1, 2017. "The solution now reached guarantees a seamless connection between publishing, editorial and marketing," says AGVS Central President Urs Wernli, pointing out that this connection will be match-decisive in the future, especially for specialist media.

Caption: Urs Wernli (AGVS Central President), Georg Gasser (Managing Director Viva), Manfred Wellauer (Vice President AGVS and member of the Executive Committee) and Reinhard Kronenberg (Head of Journalism, Viva). Photo: Mario Borri.

On the subject: Facebook shows ad blockers the fight

If Facebook now also wants to force advertising on users of ad blockers, this is "a regrettable step, as it is acting against the decision of the users here," explained Ben Williams, spokesman for the Cologne-based company Eyeo (photo). Eyeo offers the popular web blocker "Adblock Plus".

"Cat and mouse game"

"The consequences remain to be seen for now, after all, the cat-and-mouse game has existed since spam mails learned to bypass spam mail filters." Imposing ads, he said, will have no added value for users, publishers or advertisers. Facebook had announced it would bypass ad blockers when using the service on a desktop computer or laptop. At the same time, Facebook criticized the practice of blocker operators collecting money for allowing previously blocked ads. Eyeo is now counting on allies to defend against Facebook's measure. "We assume that the community will find an answer." With "Adblock Plus," Eyeo says volunteers maintain the list of "acceptable ads" that are not blocked.

Threat to the business model

Advertising revenue is by far the most important source of income for Facebook. They brought the company $6.2 billion in the second quarter, 62 percent more than in the same period last year. At the same time, the number of ad blockers in use worldwide has more than tripled in the last two and a half years. The blocking out of online advertising by apps like "Adblock Plus" is also a thorn in the side of many media companies, because if everyone has an ad blocker, the advertising customer no longer pays.

Swiss media also under pressure

It is not known how many Internet users in Switzerland use a blocker. In Germany, the figure is around a quarter. In a survey conducted by the SDA news agency last fall, the Tamedia media company said that adblockers were still less widespread in Switzerland than in other countries. The Grisons-based media house Somedia estimated the proportion of readers with ad blockers at less than ten percent. But in this country, too, the programs seem to be becoming more popular: Readers are installing blockers to an increasing extent, said the NZZ. And Ringier wrote that adblocking was a challenge that would occupy the publisher even more in the future. In Germany, the Axel Springer publishing house caused a stir last October. It automatically blocked editorial content on the Bild.de portal for users with ad blockers. (SDA)