Yesterday, I had the big pleasure to give a very first lecture @ ESCP Europe in London, with the folks of Master’s in Marketing & Creativity.
You’ll find embedded the final deck. It aims to focus on 3 main topics:
– the importance of the “real life” context, constraints & opportunities, to better approach Social Media Marketing as a whole
– the necessary metrics you need to develop to justify your strategy. Metrics that are not only directly money-related but linked to business, then communication objectives
– the big debate you need to have on the idea of value, as a creative