Social media are more than a communication channel. How can they be leveraged fully and strategically?
The aim of this three-day program is to give managers a strategic overview of how social media can be leveraged to support B2C and B2B customers in their decision journeys. Participants will learn how to identify opportunities for encouraging, incentivizing, and managing the many-to-many interactions that take place on social media in a manner that creates and/or enhances value both for companies and customers.
The program is aimed at :
Marketing and communication directors and managers, general managers and CEOs, who want to increase their strategic understanding of social media marketing.
The program combines lectures with case studies. The teaching material covers theories, frameworks, latest research insights, as well as examples of best (and worst) practices. There will be ample opportunity to learn with and from other participants during class discussions.
Note that this program is not about the social media industry (i.e., the “business” of social media platforms) or specific social media platforms. The intention is to broaden your perspectives on how social media have transformed marketing practice, not to narrow your thinking by focusing on the operational functioning of a few platforms.
Content Marketing on Social Media
The first module addresses the new marketing paradigm due to the rise of the constantly connected customer and provides an overview of the diverse social media landscape. We answer the question: how can you communicate with customers instead of communicating to them on social media?
Word of mouth and Influencer Marketing
One of the purposes of a social media strategy is to get people talking about you. How can you leverage word of mouth and develop successful influencer marketing strategies?
Social media can be used for much more than communications, promotions and raising awareness through buzz. We examine how companies can build trustworthy and lasting customer relations by embracing customers who gather in online communities.
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*Net price, HEC Paris is not subject to Value Added Tax. Prices, dates, faculty and program content are subject to change.