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Greg Jarboe

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von

Rutgers the State University of New Jersey

Influencer Marketing Strategy

Rutgers the State University of New Jersey

Über diesen Kurs

68.548 kürzliche Aufrufe

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.

Flexible Fristen

Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.

Zertifikat zur Vorlage

Erhalten Sie nach Abschluss ein Zertifikat

100 % online

Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Stufe „Mittel“

Ca. 23 Stunden zum Abschließen

Englisch

Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Italienisch, Vietnamesisch, Deutsch, Russisch, Englisch, Spanisch

Flexible Fristen

Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.

Zertifikat zur Vorlage

Erhalten Sie nach Abschluss ein Zertifikat

100 % online

Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Stufe „Mittel“

Ca. 23 Stunden zum Abschließen

Englisch

Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Italienisch, Vietnamesisch, Deutsch, Russisch, Englisch, Spanisch

Dozent

Dozentenbewertung

4,26/5 (35 Bewertungen)

Greg Jarboe

Instructor

Rutgers Business School Executive Education

32.963 Lernende

1 Kurse

von

Rutgers the State University of New Jersey

Lehrplan - Was Sie in diesem Kurs lernen werden

Inhaltsbewertung93%(2,214 Bewertungen)

Woche

Woche 1

4 Stunden zum Abschließen

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).

4 Stunden zum Abschließen

14 Videos (Gesamt 85 min), 4 Lektüren, 3 Quiz

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 Lektüren

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 praktische Übungen

Explain the ugly social media marketing problems that an influencer strategy solves.30m

Describe the main challenges when rolling out an influencer engagement strategy.30m

Woche

Woche 2

4 Stunden zum Abschließen

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.

4 Stunden zum Abschließen

8 Videos (Gesamt 68 min), 6 Lektüren, 3 Quiz

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 Lektüren

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 praktische Übungen

Illustrate why creating content worth sharing or ideas worth spreading are also key.30m

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

Woche

Woche 3

4 Stunden zum Abschließen

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.

4 Stunden zum Abschließen

13 Videos (Gesamt 74 min), 3 Lektüren, 3 Quiz

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 Lektüren

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 praktische Übungen

Diagram Traackr’s methodology for identifying social media influencers in a topic area.30m

Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.30m

Woche

Woche 4

4 Stunden zum Abschließen

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.

4 Stunden zum Abschließen

13 Videos (Gesamt 83 min), 3 Lektüren, 3 Quiz

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 Lektüren

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 praktische Übungen

Analyze 9 types of influence to find the best engagement tactics for these influencer categories.30m

Test engagement best practices and use influencer outreach tactics that work often.30m

Woche

Woche 5

4 Stunden zum Abschließen

How To Measure Influencer Marketing.

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.

4 Stunden zum Abschließen

11 Videos (Gesamt 76 min), 3 Lektüren, 3 Quiz

11 Videos

If brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metrics8m

Advertising value equivalency (AVE) is bogus7m

Brand lift is one of the right KPIs to use3m

Brita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest10m

How should you measure engagement?5m

Applause rate; Conversation rate; Amplification rate8m

TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics5m

Best social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value7m

Find your most effective social networks; Use Campaign URL Builder for tracking11m

Find your most effective influencer post4m

Apply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketing3m

3 Lektüren

Compare gross rating point (GRP), advertising value equivalency (AVE), and brand lift10m

Assess applause, conversation, and amplification rates as "the best social media metrics"10m

Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing10m

2 praktische Übungen

Compare gross rating points (GRPs), advertising value equivalency (AVE), and brand lift.30m

Assess applause, conversation, and amplification rates as the “best social media metrics.”30m

Woche

Woche 6

4 Stunden zum Abschließen

Influencer Campaigns.

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.

4 Stunden zum Abschließen

10 Videos (Gesamt 89 min), 3 Lektüren, 3 Quiz

10 Videos

What’s the return on marketing investment?; How to calculate the ROMI of Kim’s #ad9m

Measuring performance for Rutgers; Gave influential blog strategic insights; Gave journalist story in advance; Optimized and distributed a press release; Used ROMI to measure program; Calculate the return on marketing investment (ROMI) of an influencer program12m

Develop the business case for launching a series of influencer marketing campaigns; the secret formula for success; Build your budget from the bottom up; Agencies charge more for the same person9m

Turn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study9m

Influencer marketing strategist; Team included a social media content creator; PiperSport unveiled on Jan. 21, 2010; PiperSport video got 132,241 views; 12,782 people liked PiperSport fan page7m

PiperSport Twitter feed got 758 followers; Influencer was briefed on the first online order; 15 online orders for a $140,000 product; Piper Aircraft got ROMI of 9.57m

This is a “be careful what you wish for” story; Develop the business case for launching a series of influencer marketing campaigns that lays the foundation for building an “always-on” influencer relations program6m

Guy Kawasaki’s 10/20/30 rule; 10 slides5m

20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model11m

Go-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action9m

3 Lektüren

Calculate the return on marketing investment (ROMI) of an influencer program10m

Develop the business case for launching a series of influencer marketing campaigns10m

Create a pitch deck for a social media influencer strategy as your final course project10m

2 praktische Übungen

Calculate the return on marketing investment (ROMI) of an influencer program.30m

Develop the business case for launching a series of influencer marketing campaigns.30m

Bewertungen

4.4

40 Bewertungen

5 stars
66,92 %
4 stars
19,68 %
3 stars
6,29 %
2 stars
3,93 %
1 star
3,14 %

Top-Bewertungen von INFLUENCER MARKETING STRATEGY

von TM19. Dez. 2018

I would recommend this course to any social media and digital marketing professionals that want to learn more about influencer marketing and how to build a strategy campaign. It was excellent!

von SL22. Sep. 2019

Very important to what I'm doing for my job & had some insightful lectures. Sometimes it can be repetitive, but I saw that as a chance to reinforce important points of the strategy.

von LW2. Juni 2020

i really learned a lot about influencer marketing in this course. you get out of online courses what you put into it. i put the effort in and gained a lot of knowledge

von CD9. Sep. 2019

Structured, illustrated w/ solid examples, delivery is excellent from a professional who clearly loves explaining, directly applicable. Highly recommend it.

Alle Bewertungen anzeigen

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Wann erhalte ich Zugang zu den Vorträgen und Aufgaben?
Der Zugang zu Vorlesungen und Aufgaben hängt von der Art Ihrer Anmeldung ab. Wenn Sie einen Kurs im Gastmodus belegen, können Sie die meisten Kursmaterialien kostenlos einsehen. Um auf benotete Aufgaben zuzugreifen und ein Zertifikat zu erhalten, müssen Sie während oder nach Ihrer Gastphase das Zertifikat erwerben. Wenn Sie die Gastoption nicht sehen:
Der Kurs bietet möglicherweise keine Gastoption an. Sie können stattdessen eine kostenlose Testversion ausprobieren oder finanzielle Unterstützung beantragen.
Der Kurs kann stattdessen "Vollständiger Kurs ohne Zertifikat" anbieten. Mit dieser Option können Sie alle Kursmaterialien einsehen, die erforderlichen Aufgaben einreichen und eine Endnote erhalten. Dies bedeutet auch, dass Sie kein Zertifikat erwerben können.
Was bekomme ich, wenn ich das Zertifikat erwerbe?
Wenn Sie ein Zertifikat erwerben, erhalten Sie Zugriff auf alle Kursmaterialien, einschließlich bewerteter Aufgaben. Nach Abschluss des Kurses wird Ihr elektronisches Zertifikat zu Ihrer Seite „Errungenschaften“ hinzugefügt – von dort können Sie Ihr Zertifikat ausdrucken oder es zu Ihrem LinkedIn Profil hinzufügen. Wenn Sie nur lesen und den Inhalt des Kurses anzeigen möchten, können Sie kostenlos als Gast an dem Kurs teilnehmen.
Ist finanzielle Unterstützung möglich?
Ja, Coursera bietet Kursteilnehmern, die die Gebühr nicht bezahlen können, finanzielle Hilfe an. Sie beantragen diese Hilfe, indem Sie auf den entsprechenden Link links unter der Schaltfläche "Anmelden" klicken. Sie werden dazu aufgefordert, ein Antragsformular auszufüllen, und Sie werden benachrichtigt, wenn Ihr Antrag bewilligt wird. Mehr erfahren.
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.

Haben Sie weitere Fragen? Besuchen Sie das Learner Help Center.

Influencer Marketing Strategy

Influencer Marketing Strategy

Über diesen Kurs

Dozent

Greg Jarboe

von

Rutgers the State University of New Jersey

Lehrplan - Was Sie in diesem Kurs lernen werden

Woche 1

Influencer Marketing Strategy

Woche 2

Content Marketing Strategy

Woche 3

How To Find Influencers.

Woche 4

How To Engage Influencers.

Woche 5

How To Measure Influencer Marketing.

Woche 6

Influencer Campaigns.

Bewertungen

Top-Bewertungen von INFLUENCER MARKETING STRATEGY

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Influencer Marketing Strategy

Influencer Marketing Strategy

Über diesen Kurs

Dozent

Greg Jarboe

von

Rutgers the State University of New Jersey

Lehrplan - Was Sie in diesem Kurs lernen werden

Woche 1

Influencer Marketing Strategy

Woche 2

Content Marketing Strategy

Woche 3

How To Find Influencers.

Woche 4

How To Engage Influencers.

Woche 5

How To Measure Influencer Marketing.

Woche 6

Influencer Campaigns.

Bewertungen

Top-Bewertungen von INFLUENCER MARKETING STRATEGY

Häufig gestellte Fragen

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Starten oder fördern Sie Ihre Karriere

Beliebte Themen durchsuchen

Beliebte Kurse und Artikel

Abschluss oder Zertifikat online erwerben

Coursera

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