Why social media matters to INSEAD
Social networks have created a new philosophy and strategy for marketing across industries. They fill the communications gaps of traditional websites by delivering a type of value other institutional channels cannot. These cost-effective media channels generate real-time data and offer unique opportunities to engage with people.
INSEAD is actively involved in the discussion that takes place on social network platforms. It’s a key part of our digital initiative, which aims to enrich our existing online platforms with the innovative tools that social networks put within our reach. As social network users spread the word about what INSEAD does best, we will join and facilitate the communication process, helping shape perceptions about INSEAD while gaining new insights.
Here is how INSEAD is leveraging some key social media platforms.
LinkedIn is fast becoming the most extensive and reliable professional network with over 135 million members worldwide. More recently, LinkedIn has deployed a new arsenal of tools, notably within the company profile, providing great exposure and marketing potential to brands and businesses.
INSEAD is developing a customised company page and pioneering with LinkedIn in this field. The page automatically adapts to each user, displaying relevant programmes based on the information in their user profiles. Also, each of our programmes is represented under the “Product & Services” tab, which allows our audience to share and recommend us directly. Prospective students and participants learn about the INSEAD culture in an authentic manner, straight from the source, allowing the INSEAD experience to go viral.
INSEAD MBA promotions and Executive Education Alumni have been creating their own interest groups on LinkedIn over the past several years. We are making the most of these by identifying the ambassadors who run them and proposing to officially validate the groups. The popularity of spontaneous communities is essential to INSEAD’s LinkedIn presence, and we will keep promoting their activities, which in turn reinforce our brand.
Facebook is the most widely known social network platform and covers the largest audience -- more than 700 million users are logged in an average of one hour per day. More and more, worldwide brands prefer to have customers and prospective customers land on their Facebook pages rather than their official websites to reinforce their marketing campaigns (i.e., Heineken, BMW, Axis Bank, etc.).
Through our official INSEAD pages on Facebook, we increase awareness of the school’s unique value proposition, as well as increase traffic to our own website. We generate buzz about our programmes to entice potential applicants. We adapt our communication efforts and tone to Facebook’s younger audience. As with LinkedIn, student clubs, groups and some promotions have already created their own Facebook pages, and again we are reaching out to these INSEAD ambassadors to reinforce their efforts.
Twitter has become an undeniable tool for all types of information media, public relations and journalists — a New York Times article is shared through Twitter every four seconds.
INSEAD has several Twitter accounts, one for each our major media and press activities: official @INSEAD for news and events; @INSEADlive for tweets during our events; @Knowledge and @KnowledgeCh for INSEAD Knowledge updates; @INSEADintheNews for press releases and media coverage; and MBAs share on @MBAExperience while perspective students tweet with the MBA team on @INSEADMBATeam.
INSEAD’s official channel with 3,000 subscribers has been created to leverage YouTube’s vast video network visibility. Our videos can be easily embedded in any sites or platforms or shared as independent links. To date, INSEAD videos have garnered more than half a million views.
Feeding the INSEAD mobile application
The INSEAD application is a new, exciting part of the digital initiative, and we invite you to download it for free from iTunes and the Android Market. The application is:
- informative, with our latest podcasts, news and events, and snapshots of INSEAD’s history
- practical, with its direct access to Mobile Connect, lists of INSEAD contacts, and campus geo-localisation
- innovative, using our main social network platforms (feeds from the aforementioned Facebook, Twitter, YouTube videos, and the Research@INSEAD blog) as content management system.
Embracing social networks implies accepting their experimental nature, but INSEAD is managing risks by applying essential rules to our digital communication strategy. This framework includes:
- differentiation - delivering a service in a way that makes us different from our competitors
- consolidation - integrating multiple brand-building approaches under a common vision
- awareness - adding first-hand experience and depth to INSEAD’s reputation
We aim to combine our institutional goals with the feedback from our social networks and their individual testimonials. We will continue to focus on customer services, promoting programmes and faculty, and providing greater awareness of INSEAD.
The INSEAD social network experience is only as strong as those who participate in it.
We invite you all to join in this rich extension of the INSEAD global community.
>> INSEAD Social Networks
>> INSEAD Mobile
& iPhone App