Social Strategy: How We Profit from Social Media

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Date Thursday, September 11, 2014
Time 18:30 - 21:00
Speaker(s) Mikolaj Jan Piskorski, Professor of Strategy and Innovation, IMD

6:30 to 7:00 p.m.  Drinks, hors d’oeuvres and informal networking
7:00 p.m. Welcome by IMD New England Alumni President, Janet Gilmartin, followed by a moment of silence in remembrance of the anniversary of 911

7:05 to 8:00 p.m.  Presentation by Professor Piskorski followed by Q&A
8:00 to 9:00 p.m.  Informal networking and book signing by Professor Piskorski

Almost no one had heard of social media a decade ago, but websites such as Facebook, Twitter, and LinkedIn now have more than one billion users and account for nearly twenty-five percent of Internet use. Almost overnight, social media seems indispensable to our lives -- from friendship and dating to news and business.

What makes social media so different from traditional media? According to Piskorski, answering that question is the key to making social media work for any business. In A Social Strategy, he provides the most convincing answer yet  -  one backed by original research, data, and case studies. Groundbreaking and important, A Social Strategy provides not only a story- and data-driven explanation for the explosion of social media, but also an invaluable, concrete road map for any company that wants to tap the marketing potential of this remarkable phenomenon.

Drawing on his analysis of proprietary data from social media sites, Piskorski argues the secret of successful sites is that they allow people to fulfill social needs that either can't be met offline or can be met only at much greater cost. This insight provides the key to how companies can leverage social platforms to create a sustainable competitive advantage. Companies need to help people interact with each other, before they will promote products to their friends or help companies in other ways. Done right, a company's social media should benefit both customers and the firm. Piskorski calls this "a social strategy," and he describes how companies such as American Express and Nike have successfully incorporated one into their business.

Please register today via the following link:


Venue swissnex Boston, the Consulate of Switzerland
420 Broadway Cambridge, MA 02138
Dress Code Business Professional
Registration Deadline Wednesday, September 10, 2014

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