Influencer Marketing Strategy

ofrecido por

Influencer Marketing Strategy

Rutgers the State University of New Jersey

Influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals. 

This course is about strategy. Although there is no all-purpose, one-size-fits-all influencer marketing strategy template, you will learn how to tailor one for a wide variety of B2B, B2C, and nonprofit organizations using the two-step flow model of communication.
 
But this course is also about tactics. I believe, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” So, you will learn both in this 6-week long course.

Your final project for this course is to create a pitch deck for a social media influencer strategy. The purpose of your final project is to give you a concrete artifact that you can use to demonstrate your mastery of new competencies and skills to either the executives in your current organization or to prospective employers....

Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel intermedio

Approx. 15 hours to complete

Sugerido: 5 hours/week...

English

Subtítulos: English...

Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel intermedio

Approx. 15 hours to complete

Sugerido: 5 hours/week...

English

Subtítulos: English...

Programa - Qué aprenderás en este curso

Week

4 horas para completar

Influencer Marketing Strategy

On average, businesses are making $6.50 in revenue for each $1 spent on influencer marketing. In fact, 70% are earning $2 or more, and the top 13% are earning $20 or more. But, 30% are either breaking even or failing to generate a return on their investment. So, learning how to overcome the main challenges when rolling out an influencer marketing strategy can significantly improve your return on marketing investment (ROMI)....

14 videos (Total: 85 min), 4 readings, 3 quizzes

14 videos

Video welcome to this Influencer Marketing Strategy course.9m

Avinash Kaushik points out an ugly truth5m

Creating remarkable content is critical2m

Interest in influencer marketing is spiking2m

Definition of influencer marketing; “Influencer marketing is the next big thing”6m

What is the value of influencer marketing?; How do you improve the odds of success?5m

Challenges when engaging influencers4m

Fewer journalists are the right influencers; Identifying the right influencers is hard5m

Some engagement tactics may not work; Some engagement tactics only work once5m

Measurement is key to bigger budgets; Measure key performance indicators (KPIs)7m

Can influencer marketing be automated?5m

Measuring ROI vs. ROMI4m

Tracking influence vs. custom campaigns; Influencer discovery vs. identification8m

Vetting influencers vs. letting go of control; Can influencer marketing be automated?8m

4 lecturas

Welcome to this course on Influencer Marketing Strateg10m

Explain the ugly social media marketing problems that an influencer strategy solves10m

Describe the main challenges when rolling out an influencer engagement strategy10m

Question assumptions that an influencer marketing platform can automate an inefficient operation10m

2 ejercicios de práctica

Explain the ugly social media marketing problems that an influencer strategy solves.10m

Describe the main challenges when rolling out an influencer engagement strategy.10m

Week

5 horas para completar

Content Marketing Strategy

Influencer strategy isn’t as effective or successful without content marketing. Great content is at the center of the value exchange between a business, influencer, and buyer. Incorporating influencers in your content facilitates reaching new audiences with brand messages that are credible and trusted. ...

8 videos (Total: 68 min), 6 readings, 3 quizzes

8 videos

The hypodermic needle model6m

Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders9m

Creating content worth sharing is the key; Creating content worth sharing for NACA; Created a compelling documentary; Influencers got a link to the documentary; NACA got 360,000 participants in 8 cities13m

Video content is more influential than text; Emotional ads drive business results7m

Which emotions did people feel?; Did the ads make people smile?; Did the ads change people’s hearts and minds?; and Did the ads made the cash register ring?7m

Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration8m

Influencers tell GE’s story in their own voices; The Slow Mo Guys break down GE science; Creator-in-Residence demystifies geeky topics; Sponsored video content; GE is now sponsoring 150 social videos9m

Artist created paper airplane with GE engines; GE is creating and sponsoring video content5m

6 lecturas

Illustrate why creating content worth sharing or ideas worth spreading are also key10m

Identify the top emotional responses to video content Unruly uses to predict shareability10m

Tool tests emotional impact of video content; Deep emotional intelligence10m

John Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”10m

Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart10m

Justify employing top influencers and micro influencers to create sponsored content10m

2 ejercicios de práctica

Illustrate why creating content worth sharing or ideas worth spreading are also key.10m

Watch the Super Bowl 2018 Edition of Unruly’s Ad Effectiveness Chart, which ranks ads based on their EQ scores – a combined metric that scores ads on their likely emotional, social and business impact.16m

Week

4 horas para completar

How To Find Influencers.

Identifying the right influencers is hard. In this course, I will show you how to use 3 different tools to discover the most relevant influencers for your campaign. Why so many tools? Because each one has different strengths and weaknesses. And a decade ago, I used a fourth tool, but the company that made it has closed. So, I don’t want you to become too dependent on any one tool to find the right influencers....

13 videos (Total: 74 min), 3 readings, 3 quizzes

13 videos

How to identify the right influencers; Don’t become the tool of your tools5m

Use BuzzSumo to find the most shared content; It also shows you what isn’t being shared; Find influencers with topic in their Twitter bios; See what content an influencer shares9m

BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines6m

Expert reflections on the research3m

Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area1m

Identifying influencers for Recipe.com; We used Traackr to find and rank influencers6m

Keywords defined relevant conversations2m

Keywords defined relevant conversations; Traackr identified top 50 recipe influencers3m

Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword4m

We invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180%7m

DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem9m

Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing8m

Jungle Creations is a digital media company; Jungle Creations creates content for brands; Performance of organic Oreo content; Performance of sponsored Oreo content; DealMaker helped Twisted win a big deal4m

3 lecturas

Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.10m

Diagram Traackr’s methodology for identifying social media influencers in a topic area10m

Rate DealMaker's strengths and weaknesses in finding social media influencers for a project10m

2 ejercicios de práctica

Diagram Traackr’s methodology for identifying social media influencers in a topic area.10m

Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.10m

Week

4 horas para completar

How To Engage Influencers.

In this course, I will share several examples of influencer outreach best practices, which I call “schmooze optimization.” This is the process of making casual conversation with influential individuals who can help you to achieve measurable business goals. And it’s worked for a wide variety of B2B, B2C, and nonprofit organizations....

13 videos (Total: 83 min), 3 readings, 3 quizzes

13 videos

Finding the right engagement tactics is hard; Find sponsorship opportunities for Celebrities6m

Create value for an Authority’s community; Help Connectors grow their networks; Help Personal Brands build their reputation; Provide an Analyst with new data and insights8m

Provide an Activist with access3m

Bring Experts in for their advice; Engage an Insider in a healthy debate4m

Boost Journalist’s readership with a juicy story4m

“Schmooze optimization” is a process4m

“Do you have any video?”9m

“Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”7m

“It is going to be kinda big”3m

New way to use boosted posts on Facebook3m

Engaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribers8m

Traditional influencer marketing campaigns; “Always-on” influencer relations programs; What business challenge did Orange face?; Leverage influencers to launch a new product;Segmented audience into 4 communities8m

Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program10m

3 lecturas

Analyze 9 types of influence to find the best engagement tactics for these influencer categories10m

Test engagement best practices and use influencer outreach tactics that work often10m

Develop an "alwayson" influencer program that strengthens your influencer relations10m

2 ejercicios de práctica

Analyze 9 types of influence to find the best engagement tactics for these influencer categories.18m

Test engagement best practices and use influencer outreach tactics that work often.12m

Instructor

Greg Jarboe

Instructor

Rutgers Business School Executive Education

Acerca de Rutgers the State University of New Jersey

Preguntas Frecuentes

When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
Frequently asked questions about Influencer Marketing Strategy
Q: Is it worth paying Kim Kardashian West $500,000 for a single Instagram post?
A: Good question. In this course, we will take a close look one of Kim’s Instagram posts, which says, “#ad Excited to be partnering with @sugarbearhair to share their amazing hair vitamins with you! These chewable gummy vitamins are delicious and a favorite part of my hair care routine #sugarbearhair.” You will learn how to calculate the number of orders that Kim’s sponsored post needed to generate for SugarBearHair to get a positive return on marketing investment (ROMI).

Q: How do I identify the right influencers?
A: Identifying the right influencers is hard. In this course, I will show you how to use 3 different tools to discover the most relevant influencers for your campaign. Why so many? Because each one has different strengths and weaknesses. And a decade ago, I used a fourth tool, but the company that made it has been closed. So, I don’t want you to become too dependent on any one tool to find the right influencers.

Q: How do I find the right engagement tactics?
A: In this course, I will share several examples of influencer outreach best practices, which I call “schmooze optimization.” This is the process of making casual conversation with influential individuals who can help you to achieve measurable business goals. In 2012, Mark Huffman, the Integrated Production Manager at Procter & Gamble, said that his key takeaway from the conference where I coined the term was the concept of optimized schmoozing. And it’s worked for a wide variety of B2B, B2C, and nonprofit organizations – although I will share the story of one brand which is used to treat “jock itch” that my agency wasn’t able to help because we couldn’t find any key influencers who wanted to promote their content.

Q: How should I measure the performance of my programs?
A: It depends. Which marketing goals will your organization focus on over the next 12 months? This course will teach you how to measure the success of your programs with the appropriate key performance indicators (KPIs). If it’s brand awareness, then you will want to learn how to measure brand lift. If it’s engagement, then you will want to learn how to measure applause, conversation, and amplification rates. If it is lead generation, then you will want to learn how to track influencer campaigns in Google Analytics. And if it is being successful at tracking ROI, then you will want to learn how to calculate return on marketing investment (ROMI), which is different than ROI.

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