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Authors:
Andreas M Kaplan (ESCP Europe Campus Paris)
Published in:
2014
Length:
30 pages
Data source:
Field research
Abstract:
ESCP Europe, the world's first business school (established in 1819), is a European cross-border multi-campus school located in Paris, London, Berlin, Madrid, and Torino. This structure, unique for a business school, is also reflected in its social media strategy which will be discussed in this case study. Social media and viral marketing play an important role at ESCP Europe for several of the school's marketing and communications activities. To not be perceived as old-fashioned, being the oldest business school worldwide, social media and viral marketing are heavily applied. Being European means embracing maximum cultural diversity at minimal geographical distances. ESCP Europe's five campuses, combined with its culturally diverse student body, make the school a natural expert in cross-cultural management and entrepreneurship education, not only in Europe but beyond. The school's USP, its European identity and citizenship, is largely found across its social media and viral marketing efforts. This case shows the evolution over time of a social media strategy and displays the importance of having clear objectives. Furthermore, this case showcases, among others, that within social media one can re-find an organisational structure on a more general basis. Finally, it covers various success factors for social media and viral marketing.
Learning objectives:
1. Understand the success factors for social media and viral marketing activities. 2. Appreciate the importance of having clear objectives and guidelines. 3. See how an organisation's general structure and positioning can be improved via its social media strategy.
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