Social Media Master Class - Introduction

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This is a subset of slides that I used in my social media marketing master class on 5 December 2013 at ESSEC Asia-Pacific, National Library Building.

This is a subset of slides that I used in my social media marketing master class on 5 December 2013 at ESSEC Asia-Pacific, National Library Building.

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  • 1. Social Media Marketing Prof. Ashwin Malshe ESSEC Business School 5 December 2013
  • 2. ESSEC Business School 19 + 23 degree programs 2000 degrees/ year 1600 Master’s + 3 campuses: Cergy - Paris Singapore 700 corporate partners for training and recruitment 147 permanent professors 700 articles and works published in 5 years 18 teaching and research chairs + 6 Research Institutes 185 companies created since the year 2000 Students: 90 nationalities Professors: 30 nationalities 157 partner universities in 40 countries 16 double degree partnerships 44,000 Alumni 4,400 full time students 5,000 Executive Participants ! ! Recognised as an Institute of High Learning by Singapore Government
  • 3. Educating for Excellence 2013 2012 2011 #2 Worldwide #7 Worldwide Advanced Master in Financial Techniques Executive Education (Open enrollment) #10 Europe #8 Worldwide MSc in Management #16 Worldwide ESSEC-Mannheim EMBA ESSEC Business School A distinctive international atmosphere: ! 90 nationalities across 3 campuses, with 46% of non-French faculty members and 31% of non-French students A strong network of partnerships with the best universities in the world 2 prestigious international accreditations: AACSB and EQUIS
  • 4. 3 Campuses Paris La-Defense Cergy-Pontoise Singapore
  • 5. Upcoming Singapore Campus
  • 6. About me PhD in marketing with special focus on finance and econometrics Teaching interests: SMM and marketing analytics Research interests: SMM, marketing ROI, etc. Based in Singapore
  • 7. Social media activities Blogs Micro-positioning Flirting with Finance Twitter Facebook Social media marketing page Personal LinkedIn
  • 8. Today’s objective Showcase what a course on social media marketing in ESSEC Business School entails
  • 9. Social media: considerations Social media strategy Network selection Metrics selection Implementation Social media crisis planning
  • 10. Social media strategy Monitor Respond Amplify Lead
  • 11. Bonding Experience Consumer decision journey
  • 12. Social Media Marketing Taught in ESSEC APac Advanced Master in Strategy and Management of International Business 1-year program with (full-track in Singapore) (profiles with previous Degrees in engineering, law, economics…) Master of Science in Management (French Grande Ecole program) 3-year general management program with periods in Singapore ESSEC Executive MBA Asia-Pacific 15-month program based in Singapore for senior executives Executive Workshops Strategizing Social Media Marketing
  • 13. Thank you!