Informações sobre o curso: 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.
Para quem é direcionado este curso: This massive open online course is not for beginners. However, it is a good fit if learners have already completed Coursera’s beginner specializations in Social Media Marketing or Content Strategy for Professionals. This intermediate course is designed for managers and professionals with a post-secondary degree in communications, marketing, or another related field plus at least 2,000 hours of experience at B2B, B2C, and nonprofit organizations. This intermediate course is also appropriate for individuals who are currently in school or unemployed job seekers who already know the basics of social media marketing or understand the fundamentals of content strategy.
Desenvolvido por: Rutgers the State University of New Jersey
Ministrado por: Greg Jarboe, Instructor
Rutgers Business School Executive Education
| Nível | Intermediário |
| Idioma | English |
| Como ser aprovado | Seja aprovado em todas as tarefas para concluir o curso. |
Programa
SEMANA 1
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, 4 leituras, 2 testes para praticar
- Reading: Welcome to this course on Influencer Marketing Strateg
- Reading: Explain the ugly social media marketing problems that an influencer strategy solves
- Vídeo: Avinash Kaushik points out an ugly truth
- Vídeo: Creating remarkable content is critical
- Vídeo: Interest in influencer marketing is spiking
- Vídeo: Definition of influencer marketing; “Influencer marketing is the next big thing”
- Vídeo: What is the value of influencer marketing?; How do you improve the odds of success?
- Teste para praticar: Explain the ugly social media marketing problems that an influencer strategy solves.
- Reading: Describe the main challenges when rolling out an influencer engagement strategy
- Vídeo: Challenges when engaging influencers
- Vídeo: Fewer journalists are the right influencers; Identifying the right influencers is hard
- Vídeo: Some engagement tactics may not work; Some engagement tactics only work once
- Vídeo: Measurement is key to bigger budgets; Measure key performance indicators (KPIs)
- Teste para praticar: Describe the main challenges when rolling out an influencer engagement strategy.
- Reading: Question assumptions that an influencer marketing platform can automate an inefficient operation
- Vídeo: Can influencer marketing be automated?
- Vídeo: Measuring ROI vs. ROMI
- Vídeo: Tracking influence vs. custom campaigns; Influencer discovery vs. identification
- Vídeo: Vetting influencers vs. letting go of control; Can influencer marketing be automated?
Nota atribuída: Question assumptions that an influencer marketing platform can automate an inefficient operation.
SEMANA 2
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, 6 leituras, 2 testes para praticar
- Reading: Illustrate why creating content worth sharing or ideas worth spreading are also key
- Vídeo: Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders
- Vídeo: 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 cities
- Teste para praticar: Illustrate why creating content worth sharing or ideas worth spreading are also key.
- Reading: Identify the top emotional responses to video content Unruly uses to predict shareability
- Vídeo: Video content is more influential than text; Emotional ads drive business results
- Reading: Tool tests emotional impact of video content; Deep emotional intelligence
- Reading: John Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”
- Vídeo: 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?
- Reading: Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart
- Teste para praticar: 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.
- Reading: Justify employing top influencers and micro influencers to create sponsored content
- Vídeo: Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration
- Vídeo: 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 videos
- Vídeo: Artist created paper airplane with GE engines; GE is creating and sponsoring video content
Nota atribuída: Justify employing top influencers and micro influencers to create sponsored content.
SEMANA 3
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, 3 leituras, 2 testes para praticar
- Reading: Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.
- Vídeo: 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 shares
- Vídeo: BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines
- Vídeo: Expert reflections on the research
- Reading: Diagram Traackr’s methodology for identifying social media influencers in a topic area
- Vídeo: Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area
- Vídeo: Identifying influencers for Recipe.com; We used Traackr to find and rank influencers
- Vídeo: Keywords defined relevant conversations
- Vídeo: Keywords defined relevant conversations; Traackr identified top 50 recipe influencers
- Vídeo: Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword
- Vídeo: We invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180%
- Teste para praticar: Diagram Traackr’s methodology for identifying social media influencers in a topic area.
- Reading: Rate DealMaker's strengths and weaknesses in finding social media influencers for a project
- Vídeo: DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem
- Vídeo: Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing
- Vídeo: 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 deal
- Teste para praticar: Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.
Nota atribuída: Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.
SEMANA 4
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, 3 leituras, 2 testes para praticar
- Reading: Analyze 9 types of influence to find the best engagement tactics for these influencer categories
- Vídeo: 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 insights
- Vídeo: Provide an Activist with access
- Vídeo: Bring Experts in for their advice; Engage an Insider in a healthy debate
- Vídeo: Boost Journalist’s readership with a juicy story
- Teste para praticar: Analyze 9 types of influence to find the best engagement tactics for these influencer categories.
- Reading: Test engagement best practices and use influencer outreach tactics that work often
- Vídeo: “Schmooze optimization” is a process
- Vídeo: “Do you have any video?”
- Vídeo: “Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”
- Vídeo: “It is going to be kinda big”
- Vídeo: New way to use boosted posts on Facebook
- Vídeo: Engaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribers
- Teste para praticar: Test engagement best practices and use influencer outreach tactics that work often.
- Reading: Develop an "alwayson" influencer program that strengthens your influencer relations
- Vídeo: 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 communities
- Vídeo: Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program
Nota atribuída: Develop an “always-on” influencer program that strengthens your influencer relations.
SEMANA 5
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, 3 leituras, 2 testes para praticar
- Reading: Compare gross rating point (GRP), advertising value equivalency (AVE), and brand lift
- Vídeo: Advertising value equivalency (AVE) is bogus
- Vídeo: Brand lift is one of the right KPIs to use
- Vídeo: Brita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest
- Teste para praticar: Compare gross rating points (GRPs), advertising value equivalency (AVE), and brand lift.
- Reading: Assess applause, conversation, and amplification rates as "the best social media metrics"
- Vídeo: How should you measure engagement?
- Vídeo: Applause rate; Conversation rate; Amplification rate
- Vídeo: TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics
- Teste para praticar: Assess applause, conversation, and amplification rates as the “best social media metrics.”
- Reading: Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing
- Vídeo: Best social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value
- Vídeo: Find your most effective social networks; Use Campaign URL Builder for tracking
- Vídeo: Find your most effective influencer post
- Vídeo: Apply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketing
Nota atribuída: Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing.
SEMANA 6
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, 3 leituras, 2 testes para praticar
- Reading: Calculate the return on marketing investment (ROMI) of an influencer program
- Vídeo: 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 program
- Teste para praticar: Calculate the return on marketing investment (ROMI) of an influencer program.
- Slideshow: Develop the business case for launching a series of influencer marketing campaigns.
- Vídeo: 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 person
- Vídeo: Turn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study
- Vídeo: 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 page
- Vídeo: 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 9.5
- Vídeo: 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 program
- Teste para praticar: Develop the business case for launching a series of influencer marketing campaigns.
- Reading: Develop the business case for launching a series of influencer marketing campaigns
- Reading: Create a pitch deck for a social media influencer strategy as your final course project
- Vídeo: Guy Kawasaki’s 10/20/30 rule; 10 slides
- Vídeo: 20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model
- Vídeo: Go-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action
Nota atribuída: Create a pitch deck for a social media influencer strategy as your final project.
Perguntas frequentes
Como funciona
Trabalho
Cada curso é como um livro didático interativo, com vídeos pré-gravados, testes e projetos.
Ajuda dos seus colegas
Conecte-se com milhares de outros aprendizes, debata ideias, discuta sobre os materiais do curso e obtenha ajuda para dominar conceitos.
Certificados
Obtenha reconhecimento oficial pelo seu trabalho e compartilhe seu sucesso com amigos, colegas e empregadores.
Desenvolvedores
Rutgers the State University of New Jersey
Custo
| Comprar curso | |
|---|---|
| Acesso aos materiais do curso | Disponível |
| Acesso a materiais valendo nota | Disponível |
| Receba uma nota final | Disponível |
| Obtenha um Certificado de Curso compartilhável | Disponível |
Classificações e avaliações
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