“How are you differentiating your most loyal customers?”
On the last day of class, students in the recently redesigned Leveraging Content and Social Analytics course presented their final project—a comprehensive social media strategy sales pitch—to a panel of Silicon Valley marketing professionals.
Social Media Instructor Alice Goldstein had invited a panel of judges to stand in as mock company executives looking to hire a social media consulting team.
Rather than make up a company, students focused on Cosmania, an online cosmetics company founded in 2017 by Nigerian entrepreneur Doris Dikeocha, a student in the class. Dikeocha hopes to grow her North American customer base.
They tracked analytics, customer engagement, online competition, brand loyalty, the success of keywords such as “makeup online,” various platforms, and key influencers they would hope to work with to spread awareness about products.
Goldstein and the visiting judges—Despina Mosley, CEO of EventLoop; Susan Osorio, Qlik director of SI & Consulting Alliances; Suzanne Pallo, president and chief creative officer of The Wellington Company; and Susan Pommer, a Silicon Valley product manager—asked them about their methods, their underlying strategy and various promotional plans.