Influencer Marketing Strategy

Rutgers, l'université d'État du New Jersey

À propos de ce cours

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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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Niveau intermédiaire

Approx. 23 heures pour terminer

Anglais

Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol

Enseignant

Évaluation de l'enseignant

4.36/5 (25 notes)

Greg Jarboe

Instructor

Rutgers Business School Executive Education

21,614 étudiants

1 cours

Certificat partageable

Obtenez un Certificat lorsque vous terminez

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.

Niveau intermédiaire

Approx. 23 heures pour terminer

Anglais

Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol

Offert par

Rutgers, l'université d'État du New Jersey

Programme du cours : ce que vous apprendrez dans ce cours

Évaluation du contenu93%(1,607 notes)

Semaine

Semaine 1

4 heures pour terminer

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).

4 heures pour terminer

14 vidéos (Total 85 min), 4 lectures, 3 quiz

14 vidéos

Video welcome to this Influencer Marketing Strategy course.9 min

Avinash Kaushik points out an ugly truth5 min

Creating remarkable content is critical2 min

Interest in influencer marketing is spiking2 min

Definition of influencer marketing; “Influencer marketing is the next big thing”6 min

What is the value of influencer marketing?; How do you improve the odds of success?5 min

Challenges when engaging influencers4 min

Fewer journalists are the right influencers; Identifying the right influencers is hard5 min

Some engagement tactics may not work; Some engagement tactics only work once5 min

Measurement is key to bigger budgets; Measure key performance indicators (KPIs)7 min

Can influencer marketing be automated?5 min

Measuring ROI vs. ROMI4 min

Tracking influence vs. custom campaigns; Influencer discovery vs. identification8 min

Vetting influencers vs. letting go of control; Can influencer marketing be automated?8 min

4 lectures

Welcome to this course on Influencer Marketing Strateg10 min

Explain the ugly social media marketing problems that an influencer strategy solves10 min

Describe the main challenges when rolling out an influencer engagement strategy10 min

Question assumptions that an influencer marketing platform can automate an inefficient operation10 min

2 exercices pour s'entraîner

Explain the ugly social media marketing problems that an influencer strategy solves.30 min

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

Semaine

Semaine 2

4 heures pour terminer

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.

4 heures pour terminer

8 vidéos (Total 68 min), 6 lectures, 3 quiz

8 vidéos

The hypodermic needle model6 min

Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders9 min

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 min

Video content is more influential than text; Emotional ads drive business results7 min

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 min

Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration8 min

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 min

Artist created paper airplane with GE engines; GE is creating and sponsoring video content5 min

6 lectures

Illustrate why creating content worth sharing or ideas worth spreading are also key10 min

Identify the top emotional responses to video content Unruly uses to predict shareability10 min

Tool tests emotional impact of video content; Deep emotional intelligence10 min

John Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”10 min

Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart10 min

Justify employing top influencers and micro influencers to create sponsored content10 min

2 exercices pour s'entraîner

Illustrate why creating content worth sharing or ideas worth spreading are also key.30 min

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 min

Semaine

Semaine 3

4 heures pour terminer

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.

4 heures pour terminer

13 vidéos (Total 74 min), 3 lectures, 3 quiz

13 vidéos

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

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 min

BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines6 min

Expert reflections on the research3 min

Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area1 min

Identifying influencers for Recipe.com; We used Traackr to find and rank influencers6 min

Keywords defined relevant conversations2 min

Keywords defined relevant conversations; Traackr identified top 50 recipe influencers3 min

Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword4 min

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 min

DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem9 min

Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing8 min

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 min

3 lectures

Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.10 min

Diagram Traackr’s methodology for identifying social media influencers in a topic area10 min

Rate DealMaker's strengths and weaknesses in finding social media influencers for a project10 min

2 exercices pour s'entraîner

Diagram Traackr’s methodology for identifying social media influencers in a topic area.30 min

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

Semaine

Semaine 4

4 heures pour terminer

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.

4 heures pour terminer

13 vidéos (Total 83 min), 3 lectures, 3 quiz

13 vidéos

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

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 min

Provide an Activist with access3 min

Bring Experts in for their advice; Engage an Insider in a healthy debate4 min

Boost Journalist’s readership with a juicy story4 min

“Schmooze optimization” is a process4 min

“Do you have any video?”9 min

“Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”7 min

“It is going to be kinda big”3 min

New way to use boosted posts on Facebook3 min

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 min

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 min

Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program10 min

3 lectures

Analyze 9 types of influence to find the best engagement tactics for these influencer categories10 min

Test engagement best practices and use influencer outreach tactics that work often10 min

Develop an "alwayson" influencer program that strengthens your influencer relations10 min

2 exercices pour s'entraîner

Analyze 9 types of influence to find the best engagement tactics for these influencer categories.30 min

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

Semaine

Semaine 5

4 heures pour terminer

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.

4 heures pour terminer

11 vidéos (Total 76 min), 3 lectures, 3 quiz

11 vidéos

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

Advertising value equivalency (AVE) is bogus7 min

Brand lift is one of the right KPIs to use3 min

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

How should you measure engagement?5 min

Applause rate; Conversation rate; Amplification rate8 min

TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics5 min

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

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

Find your most effective influencer post4 min

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

3 lectures

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

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

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

2 exercices pour s'entraîner

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

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

Semaine

Semaine 6

4 heures pour terminer

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.

4 heures pour terminer

10 vidéos (Total 89 min), 3 lectures, 3 quiz

10 vidéos

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

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 min

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 min

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

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 min

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 min

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 min

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

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

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

3 lectures

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

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

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

2 exercices pour s'entraîner

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

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

Foire Aux Questions

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Le cours propose peut-être « Cours complet, aucun certificat » à la place. Cette option vous permet de voir tous les contenus de cours, de soumettre les évaluations requises et d'obtenir une note finale. Cependant, vous ne pourrez pas acheter une expérience de certificat.
À quoi ai-je droit si j'achète le Certificat ?
Lorsque vous achetez un Certificat, vous bénéficiez d'un accès à tout le contenu du cours, y compris les devoirs notés. Lorsque vous avez terminé et réussi le cours, votre Certificat électronique est ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
Is financial aid available?
Oui, Coursera fournit une Aide Financière aux étudiants n'ayant pas les moyens d'acquitter les frais. Pour en faire la demande, cliquez sur le lien Aide Financière situé sous le bouton S'inscrire ci-contre à gauche. Vous serez invité(e) à déposer une demande et vous serez averti(e) si elle est acceptée. En savoir plus.
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.

D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.

Influencer Marketing Strategy

Influencer Marketing Strategy