The web is not only a new media used by corporations to communicate in a more horizontal manner. Its decentralized and easy to access nature makes it a space where conversations, contents, experiences are shared by billions of users, constantly archived and accessible.
Brands and institutions can today leverage this new field of insights continuously enriched by 3 billions connected people to feed their strategy and their ability to survive in a digitzed world.
For the luxury industry, this new mediascape where brands are more than ever what consumers tell each other represents both an important risk and opportunity as the bigger part of the value of these brands is in its image. Luxury brands need to adapt to this new paradigm like no other to listen to, be inspired, engage and collaborate with consumers.
Through this course you will learn :
- how society can be observed in real time, globally and at scale through the web
- the technical and algorithmic principles behind social listening (web mining, natural language processing, machine learning)
- the basic skills to define, deploy, operate and manage a social listening practice for marketing & communication purposes
- the main social listening use cases leveraged by the luxury industry for image & reputation management, influencer marketing, customer satisfaction and trends analysis.
Guilhem FOUETILLOU
Séminaire
English
- MOOC validation for basic social listening skills (2 modules of 2-3 hours each)
- 30 minutes group presentation at the end of the semester on a concrete social listening use case in front of a jury made of social listening professionals from luxury brands
Spring 2024-2025
- 20% class participation
- 20% MOOC modules validation
- 60% group presentation
Every session will propose a hybrid format of master class with guided workshops to discover, apply, deepen the knowledge to acquire.
1. Bit By Bit, Social Research in the Digital Age - Matthew J. Salganik - 2019