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Greg Jarboe

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Influencer Marketing Strategy

新泽西州立罗格斯大学

课程信息

20,548 次近期查看

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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中级

完成时间大约为23 小时

英语（English）

字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）

可灵活调整截止日期

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可分享的证书

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100% 在线

立即开始，按照自己的计划学习。

中级

完成时间大约为23 小时

英语（English）

授课教师

授课教师评分

4.27/5 （34 个评分）

Greg Jarboe

Instructor

Rutgers Business School Executive Education

30,061 个学生

1 门课程

提供方

新泽西州立罗格斯大学

授课大纲 - 您将从这门课程中学到什么

内容评分93%（2,104 个评分）

周

周 1

完成时间为 4 小时

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).

完成时间为 4 小时

14 个视频（总计 85 分钟）, 4 个阅读材料, 3 个测验

14 个视频

Video welcome to this Influencer Marketing Strategy course.9分钟

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.30分钟

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

周

周 2

完成时间为 4 小时

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.

完成时间为 4 小时

8 个视频（总计 68 分钟）, 6 个阅读材料, 3 个测验

8 个视频

The hypodermic needle model6分钟

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.30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

周

周 3

完成时间为 4 小时

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.

完成时间为 4 小时

13 个视频（总计 74 分钟）, 3 个阅读材料, 3 个测验

13 个视频

How to identify the right influencers; Don’t become the tool of your tools5分钟

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.30分钟

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

周

周 4

完成时间为 4 小时

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.

完成时间为 4 小时

13 个视频（总计 83 分钟）, 3 个阅读材料, 3 个测验

13 个视频

Finding the right engagement tactics is hard; Find sponsorship opportunities for Celebrities6分钟

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.30分钟

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

周

周 5

完成时间为 4 小时

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.

完成时间为 4 小时

11 个视频（总计 76 分钟）, 3 个阅读材料, 3 个测验

11 个视频

If brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metrics8分钟

Advertising value equivalency (AVE) is bogus7分钟

Brand lift is one of the right KPIs to use3分钟

Brita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest10分钟

How should you measure engagement?5分钟

Applause rate; Conversation rate; Amplification rate8分钟

TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics5分钟

Best social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value7分钟

Find your most effective social networks; Use Campaign URL Builder for tracking11分钟

Find your most effective influencer post4分钟

Apply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketing3分钟

3 个阅读材料

Compare gross rating point (GRP), advertising value equivalency (AVE), and brand lift10分钟

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

Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing10分钟

2 个练习

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

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

周

周 6

完成时间为 4 小时

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.

完成时间为 4 小时

10 个视频（总计 89 分钟）, 3 个阅读材料, 3 个测验

10 个视频

What’s the return on marketing investment?; How to calculate the ROMI of Kim’s #ad9分钟

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 program12分钟

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 person9分钟

Turn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study9分钟

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 page7分钟

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 9.57分钟

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 program6分钟

Guy Kawasaki’s 10/20/30 rule; 10 slides5分钟

20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model11分钟

Go-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action9分钟

3 个阅读材料

Calculate the return on marketing investment (ROMI) of an influencer program10分钟

Develop the business case for launching a series of influencer marketing campaigns10分钟

Create a pitch deck for a social media influencer strategy as your final course project10分钟

2 个练习

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

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

审阅

4.5

40 条评论

5 stars
67.21%
4 stars
19.67%
3 stars
6.55%
2 stars
4.09%
1 star
2.45%

来自INFLUENCER MARKETING STRATEGY的热门评论

由 TM 提供Dec 19, 2018

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!

由 SL 提供Sep 22, 2019

Very important to what I'm doing for my job & had some insightful lectures. Sometimes it can be repetitive, but I saw that as a chance to reinforce important points of the strategy.

由 LW 提供Jun 2, 2020

i really learned a lot about influencer marketing in this course. you get out of online courses what you put into it. i put the effort in and gained a lot of knowledge

由 CD 提供Sep 9, 2019

Structured, illustrated w/ solid examples, delivery is excellent from a professional who clearly loves explaining, directly applicable. Highly recommend it.

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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.

还有其他问题吗？请访问学生帮助中心。

Influencer Marketing Strategy

Influencer Marketing Strategy

课程信息