Posts tagged ‘ROI’

June 15th, 2011

Social Media Marketing 101 (slideshare deck) for ESCP Europe

by Laurent François

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

Enjoy!

Value of idea in the era of Social Media dans Pervasive Creativity

September 30th, 2010

The value of an idea in the era of Social Media (ESCP Europe / mmk2)

by Laurent François

Citizens!

I had the chance last night to meet the brilliant people from Master in Marketing & Creativity (ESCP Europe) in order to talk about the value of an idea in the era of Social Media. Wide & wild question, when we face the millions of initiatives that are launched every week all over the world. At the end, what makes an idea succeed whereas others collapse?

We dived into new paradigms, like liquid modernity or attention economy. We discussed about methodology to transform ideas into IdeAlS (Ogilvy’s Big Ideal). We raised some issues about change management or measuring success…The students are now working on 2 case studies: Architurn & Arteest, 2 fantastic projects that have been recently launched. Here’s the deck:

August 10th, 2010

Return on Investment or Single on Investment in Social Media?

by Laurent François

Citizens!

When it comes to Social Media, there’s most of the time this dramatic notion of Return On Investment which immediately appears.

It’s a conceptual mistake.

We’d better think in terms of “single on investment”:

  • what is at stake is the preparation of the organisation to welcome, understand and manage social web within its diverse functions. Like in a journey, a brand or a person should prepare its bags, pack-age, understand the diverse milestones which are to come
  • when you fly to a new country, you need to get some change in the local currency. For instance, if you’re an American brand, you’d better get euros soon ;). You’ll also check what are the rates, what are the prices for daily goods or services
  • you’ll also try to find “friends” or local contacts, which will help you enter more deeply in a new culture
  • you’ll get some insights about local habits
  • you’ll probably get some vaccines!

Then, only then, you start your journey. And can think of the Return.

What do you think?