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.
教学大纲 - 您将从这门课程中学到什么
周
1Influencer 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 个视频 （总计 85 分钟）, 4 个阅读材料, 3 个测验
14 个视频
Avinash Kaushik points out an ugly truth5分钟
Creating remarkable content is critical2分钟
Interest in influencer marketing is spiking2分钟
Definition of influencer marketing; “Influencer marketing is the next big thing”6分钟
What is the value of influencer marketing?; How do you improve the odds of success?5分钟
Challenges when engaging influencers4分钟
Fewer journalists are the right influencers; Identifying the right influencers is hard5分钟
Some engagement tactics may not work; Some engagement tactics only work once5分钟
Measurement is key to bigger budgets; Measure key performance indicators (KPIs)7分钟
Can influencer marketing be automated?5分钟
Measuring ROI vs. ROMI4分钟
Tracking influence vs. custom campaigns; Influencer discovery vs. identification8分钟
Vetting influencers vs. letting go of control; Can influencer marketing be automated?8分钟
4 个阅读材料
Welcome to this course on Influencer Marketing Strateg10分钟
Explain the ugly social media marketing problems that an influencer strategy solves10分钟
Describe the main challenges when rolling out an influencer engagement strategy10分钟
Question assumptions that an influencer marketing platform can automate an inefficient operation10分钟
2 个练习
Explain the ugly social media marketing problems that an influencer strategy solves.10分钟
Describe the main challenges when rolling out an influencer engagement strategy.10分钟
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2Content 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 个视频 （总计 68 分钟）, 6 个阅读材料, 3 个测验
8 个视频
Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders9分钟
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 cities13分钟
Video content is more influential than text; Emotional ads drive business results7分钟
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?7分钟
Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration8分钟
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 videos9分钟
Artist created paper airplane with GE engines; GE is creating and sponsoring video content5分钟
6 个阅读材料
Illustrate why creating content worth sharing or ideas worth spreading are also key10分钟
Identify the top emotional responses to video content Unruly uses to predict shareability10分钟
Tool tests emotional impact of video content; Deep emotional intelligence10分钟
John Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”10分钟
Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart10分钟
Justify employing top influencers and micro influencers to create sponsored content10分钟
2 个练习
Illustrate why creating content worth sharing or ideas worth spreading are also key.10分钟
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.16分钟
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3How 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 个视频 （总计 74 分钟）, 3 个阅读材料, 3 个测验
13 个视频
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 shares9分钟
BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines6分钟
Expert reflections on the research3分钟
Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area1分钟
Identifying influencers for Recipe.com; We used Traackr to find and rank influencers6分钟
Keywords defined relevant conversations2分钟
Keywords defined relevant conversations; Traackr identified top 50 recipe influencers3分钟
Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword4分钟
We invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180%7分钟
DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem9分钟
Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing8分钟
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 deal4分钟
3 个阅读材料
Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.10分钟
Diagram Traackr’s methodology for identifying social media influencers in a topic area10分钟
Rate DealMaker's strengths and weaknesses in finding social media influencers for a project10分钟
2 个练习
Diagram Traackr’s methodology for identifying social media influencers in a topic area.10分钟
Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.10分钟
周
4How 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 个视频 （总计 83 分钟）, 3 个阅读材料, 3 个测验
13 个视频
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 insights8分钟
Provide an Activist with access3分钟
Bring Experts in for their advice; Engage an Insider in a healthy debate4分钟
Boost Journalist’s readership with a juicy story4分钟
“Schmooze optimization” is a process4分钟
“Do you have any video?”9分钟
“Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”7分钟
“It is going to be kinda big”3分钟
New way to use boosted posts on Facebook3分钟
Engaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribers8分钟
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 communities8分钟
Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program10分钟
3 个阅读材料
Analyze 9 types of influence to find the best engagement tactics for these influencer categories10分钟
Test engagement best practices and use influencer outreach tactics that work often10分钟
Develop an "alwayson" influencer program that strengthens your influencer relations10分钟
2 个练习
Analyze 9 types of influence to find the best engagement tactics for these influencer categories.18分钟
Test engagement best practices and use influencer outreach tactics that work often.12分钟
讲师
Greg Jarboe
InstructorRutgers Business School Executive Education
关于 Rutgers the State University of New Jersey
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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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