Influencer Marketing Strategy

Rutgers — Universidade Estadual de Nova Jérsei

Informações sobre o curso

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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.

Certificados compartilháveis

Tenha o certificado após a conclusão

100% on-line

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível intermediário

Aprox. 23 horas para completar

Inglês

Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol

Instrutores

Classificação do instrutor

4.37/5 (24 classificações)

Greg Jarboe

Instructor

Rutgers Business School Executive Education

21,454 aprendizes

1 Curso

Certificados compartilháveis

Tenha o certificado após a conclusão

100% on-line

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível intermediário

Aprox. 23 horas para completar

Inglês

Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol

oferecido por

Rutgers — Universidade Estadual de Nova Jérsei

Programa - O que você aprenderá com este curso

Classificação do conteúdo93%(1,577 classificações)

Semana

Semana 1

4 horas para concluir

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 horas para concluir

14 vídeos (Total 85 mín.), 4 leituras, 3 testes

14 videos

Video welcome to this Influencer Marketing Strategy course.9min

Avinash Kaushik points out an ugly truth5min

Creating remarkable content is critical2min

Interest in influencer marketing is spiking2min

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

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

Challenges when engaging influencers4min

Fewer journalists are the right influencers; Identifying the right influencers is hard5min

Some engagement tactics may not work; Some engagement tactics only work once5min

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

Can influencer marketing be automated?5min

Measuring ROI vs. ROMI4min

Tracking influence vs. custom campaigns; Influencer discovery vs. identification8min

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

4 leituras

Welcome to this course on Influencer Marketing Strateg10min

Explain the ugly social media marketing problems that an influencer strategy solves10min

Describe the main challenges when rolling out an influencer engagement strategy10min

Question assumptions that an influencer marketing platform can automate an inefficient operation10min

2 exercícios práticos

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

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

Semana

Semana 2

4 horas para concluir

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 horas para concluir

8 vídeos (Total 68 mín.), 6 leituras, 3 testes

8 videos

The hypodermic needle model6min

Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders9min

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 cities13min

Video content is more influential than text; Emotional ads drive business results7min

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?7min

Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration8min

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 videos9min

Artist created paper airplane with GE engines; GE is creating and sponsoring video content5min

6 leituras

Illustrate why creating content worth sharing or ideas worth spreading are also key10min

Identify the top emotional responses to video content Unruly uses to predict shareability10min

Tool tests emotional impact of video content; Deep emotional intelligence10min

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

Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart10min

Justify employing top influencers and micro influencers to create sponsored content10min

2 exercícios práticos

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

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.16min

Semana

Semana 3

4 horas para concluir

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 horas para concluir

13 vídeos (Total 74 mín.), 3 leituras, 3 testes

13 videos

How to identify the right influencers; Don’t become the tool of your tools5min

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 shares9min

BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines6min

Expert reflections on the research3min

Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area1min

Identifying influencers for Recipe.com; We used Traackr to find and rank influencers6min

Keywords defined relevant conversations2min

Keywords defined relevant conversations; Traackr identified top 50 recipe influencers3min

Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword4min

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

DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem9min

Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing8min

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 deal4min

3 leituras

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

Diagram Traackr’s methodology for identifying social media influencers in a topic area10min

Rate DealMaker's strengths and weaknesses in finding social media influencers for a project10min

2 exercícios práticos

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

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

Semana

Semana 4

4 horas para concluir

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 horas para concluir

13 vídeos (Total 83 mín.), 3 leituras, 3 testes

13 videos

Finding the right engagement tactics is hard; Find sponsorship opportunities for Celebrities6min

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 insights8min

Provide an Activist with access3min

Bring Experts in for their advice; Engage an Insider in a healthy debate4min

Boost Journalist’s readership with a juicy story4min

“Schmooze optimization” is a process4min

“Do you have any video?”9min

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

“It is going to be kinda big”3min

New way to use boosted posts on Facebook3min

Engaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribers8min

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 communities8min

Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program10min

3 leituras

Analyze 9 types of influence to find the best engagement tactics for these influencer categories10min

Test engagement best practices and use influencer outreach tactics that work often10min

Develop an "alwayson" influencer program that strengthens your influencer relations10min

2 exercícios práticos

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

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

Semana

Semana 5

4 horas para concluir

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 horas para concluir

11 vídeos (Total 76 mín.), 3 leituras, 3 testes

11 videos

If brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metrics8min

Advertising value equivalency (AVE) is bogus7min

Brand lift is one of the right KPIs to use3min

Brita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest10min

How should you measure engagement?5min

Applause rate; Conversation rate; Amplification rate8min

TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics5min

Best social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value7min

Find your most effective social networks; Use Campaign URL Builder for tracking11min

Find your most effective influencer post4min

Apply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketing3min

3 leituras

Compare gross rating point (GRP), advertising value equivalency (AVE), and brand lift10min

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

Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing10min

2 exercícios práticos

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

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

Semana

Semana 6

4 horas para concluir

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 horas para concluir

10 vídeos (Total 89 mín.), 3 leituras, 3 testes

10 videos

What’s the return on marketing investment?; How to calculate the ROMI of Kim’s #ad9min

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 program12min

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 person9min

Turn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study9min

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 page7min

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 9.57min

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 program6min

Guy Kawasaki’s 10/20/30 rule; 10 slides5min

20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model11min

Go-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action9min

3 leituras

Calculate the return on marketing investment (ROMI) of an influencer program10min

Develop the business case for launching a series of influencer marketing campaigns10min

Create a pitch deck for a social media influencer strategy as your final course project10min

2 exercícios práticos

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

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

Perguntas Frequentes – FAQ

Quando terei acesso às palestras e às tarefas?
O acesso a palestras e tarefas depende do tipo de inscrição. Se você participar de um curso como ouvinte, você poderá ver quase todo o conteúdo do curso gratuitamente. Para acessar tarefas valendo nota e obter um Certificado, você precisará adquirir a experiência do Certificado, durante ou após a participação como ouvinte. Se você não vir a opção de participar como ouvinte:
o curso pode não oferecer essa opção. Você pode experimentar um teste gratuito ou solicitar o auxílio financeiro.
Em vez disso, o curso pode oferecer 'Curso completo, sem Certificado'. Com esta opção, é possível ver todo o conteúdo do curso, enviar as avaliações necessárias e obter uma nota final. Isso também significa que você não poderá comprar uma experiência de Certificado.
O que recebo ao adquirir o Certificado?
Quando você adquire o Certificado, ganha acesso a todo o material do curso, incluindo avaliações com nota atribuída. Após concluir o curso, seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
Is financial aid available?
Sim, a Coursera oferece auxílio financeiro aos alunos que não podem pagar a taxa. Faça a solicitação clicando no link Auxílio financeiro, abaixo do botão "Inscreva-se" à esquerda. Você será solicitado a preencher um formulário e será notificado se for aprovado. Saiba mais.
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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Influencer Marketing Strategy

Influencer Marketing Strategy