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.
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Rutgers the State University of New Jersey
Lehrplan - Was Sie in diesem Kurs lernen werden
Woche
14 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).
14 Videos (Gesamt 85 min), 4 Lektüren, 3 Quiz
14 Videos
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.10m
Describe the main challenges when rolling out an influencer engagement strategy.10m
Woche
25 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.
8 Videos (Gesamt 68 min), 6 Lektüren, 3 Quiz
8 Videos
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.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
Woche
34 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.
13 Videos (Gesamt 74 min), 3 Lektüren, 3 Quiz
13 Videos
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.10m
Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.10m
Woche
44 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.
13 Videos (Gesamt 83 min), 3 Lektüren, 3 Quiz
13 Videos
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.18m
Test engagement best practices and use influencer outreach tactics that work often.12m
Woche
54 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.
11 Videos (Gesamt 76 min), 3 Lektüren, 3 Quiz
11 Videos
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.10m
Assess applause, conversation, and amplification rates as the “best social media metrics.”10m
Woche
64 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.
10 Videos (Gesamt 89 min), 3 Lektüren, 3 Quiz
10 Videos
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.10m
Develop the business case for launching a series of influencer marketing campaigns.10m
Top-Bewertungen
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!
Loved this course! Learned a lot and excited to start influencer marketing.
Dozent
Greg Jarboe
InstructorRutgers Business School Executive Education
Über Rutgers the State University of New Jersey
Häufig gestellte Fragen
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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.
Wie erfolgen Rückerstattungen?
Ist finanzielle Unterstützung möglich?
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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