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Instrutores

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

oferecido por

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Rutgers — Universidade Estadual de Nova Jérsei

Programa - O que você aprenderá com este curso

Classificação do conteúdoThumbs Up93%(1,458 classificações)Info
Semana
1

Semana 1

4 horas para concluir

Influencer Marketing Strategy

4 horas para concluir
14 vídeos (Total 85 mín.), 4 leituras, 3 testes
14 videos
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
2

Semana 2

4 horas para concluir

Content Marketing Strategy

4 horas para concluir
8 vídeos (Total 68 mín.), 6 leituras, 3 testes
8 videos
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
3

Semana 3

4 horas para concluir

How To Find Influencers.

4 horas para concluir
13 vídeos (Total 74 mín.), 3 leituras, 3 testes
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 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
4

Semana 4

4 horas para concluir

How To Engage Influencers.

4 horas para concluir
13 vídeos (Total 83 mín.), 3 leituras, 3 testes
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 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

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