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中级
完成时间大约为23 小时
英语(English)
可分享的证书
完成后获得证书
100% 在线
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中级
完成时间大约为23 小时
英语(English)

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新泽西州立罗格斯大学

教学大纲 - 您将从这门课程中学到什么

内容评分Thumbs Up93%(1,527 个评分)Info
1

1

完成时间为 4 小时

Influencer Marketing Strategy

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
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
2

2

完成时间为 4 小时

Content Marketing Strategy

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
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
3

3

完成时间为 4 小时

How To Find 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
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
4

4

完成时间为 4 小时

How To Engage Influencers.

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
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

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