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Greg Jarboe

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Influencer Marketing Strategy

Ратгерский университет штата Нью-Джерси

Об этом курсе

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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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Средний уровень

Прибл. 23 часа на выполнение

Английский

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Средний уровень

Прибл. 23 часа на выполнение

Английский

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Оценка преподавателя

4,42/5 (оценок: 49)

Greg Jarboe

Instructor

Rutgers Business School Executive Education

40 719 учащихся

1 курс

от партнера

Ратгерский университет штата Нью-Джерси

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Неделя

Неделя 1

4 ч. на завершение

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 ч. на завершение

14 видео ((всего 85 мин.)), 4 материалов для самостоятельного изучения, 3 тестов

14 видео

Video welcome to this Influencer Marketing Strategy course.9мин

Avinash Kaushik points out an ugly truth5мин

Creating remarkable content is critical2мин

Interest in influencer marketing is spiking2мин

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

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

Challenges when engaging influencers4мин

Fewer journalists are the right influencers; Identifying the right influencers is hard5мин

Some engagement tactics may not work; Some engagement tactics only work once5мин

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

Can influencer marketing be automated?5мин

Measuring ROI vs. ROMI4мин

Tracking influence vs. custom campaigns; Influencer discovery vs. identification8мин

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

4 материала для самостоятельного изучения

Welcome to this course on Influencer Marketing Strateg10мин

Explain the ugly social media marketing problems that an influencer strategy solves10мин

Describe the main challenges when rolling out an influencer engagement strategy10мин

Question assumptions that an influencer marketing platform can automate an inefficient operation10мин

2 практических упражнения

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

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

Неделя

Неделя 2

4 ч. на завершение

Content Marketing Strategy

4 ч. на завершение

8 видео ((всего 68 мин.)), 6 материалов для самостоятельного изучения, 3 тестов

8 видео

The hypodermic needle model6мин

Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders9мин

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 cities13мин

Video content is more influential than text; Emotional ads drive business results7мин

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?7мин

Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration8мин

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 videos9мин

Artist created paper airplane with GE engines; GE is creating and sponsoring video content5мин

6 материалов для самостоятельного изучения

Illustrate why creating content worth sharing or ideas worth spreading are also key10мин

Identify the top emotional responses to video content Unruly uses to predict shareability10мин

Tool tests emotional impact of video content; Deep emotional intelligence10мин

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

Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart10мин

Justify employing top influencers and micro influencers to create sponsored content10мин

2 практических упражнения

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

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.16мин

Неделя

Неделя 3

4 ч. на завершение

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 ч. на завершение

13 видео ((всего 74 мин.)), 3 материалов для самостоятельного изучения, 3 тестов

13 видео

How to identify the right influencers; Don’t become the tool of your tools5мин

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 shares9мин

BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines6мин

Expert reflections on the research3мин

Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area1мин

Identifying influencers for Recipe.com; We used Traackr to find and rank influencers6мин

Keywords defined relevant conversations2мин

Keywords defined relevant conversations; Traackr identified top 50 recipe influencers3мин

Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword4мин

We invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180%7мин

DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem9мин

Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing8мин

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 deal4мин

3 материала для самостоятельного изучения

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

Diagram Traackr’s methodology for identifying social media influencers in a topic area10мин

Rate DealMaker's strengths and weaknesses in finding social media influencers for a project10мин

2 практических упражнения

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

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

Неделя

Неделя 4

4 ч. на завершение

How To Engage Influencers.

4 ч. на завершение

13 видео ((всего 83 мин.)), 3 материалов для самостоятельного изучения, 3 тестов

13 видео

Finding the right engagement tactics is hard; Find sponsorship opportunities for Celebrities6мин

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 insights8мин

Provide an Activist with access3мин

Bring Experts in for their advice; Engage an Insider in a healthy debate4мин

Boost Journalist’s readership with a juicy story4мин

“Schmooze optimization” is a process4мин

“Do you have any video?”9мин

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

“It is going to be kinda big”3мин

New way to use boosted posts on Facebook3мин

Engaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribers8мин

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 communities8мин

Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program10мин

3 материала для самостоятельного изучения

Analyze 9 types of influence to find the best engagement tactics for these influencer categories10мин

Test engagement best practices and use influencer outreach tactics that work often10мин

Develop an "alwayson" influencer program that strengthens your influencer relations10мин

2 практических упражнения

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

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

Неделя

Неделя 5

4 ч. на завершение

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 ч. на завершение

11 видео ((всего 76 мин.)), 3 материалов для самостоятельного изучения, 3 тестов

11 видео

If brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metrics8мин

Advertising value equivalency (AVE) is bogus7мин

Brand lift is one of the right KPIs to use3мин

Brita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest10мин

How should you measure engagement?5мин

Applause rate; Conversation rate; Amplification rate8мин

TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics5мин

Best social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value7мин

Find your most effective social networks; Use Campaign URL Builder for tracking11мин

Find your most effective influencer post4мин

Apply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketing3мин

3 материала для самостоятельного изучения

Compare gross rating point (GRP), advertising value equivalency (AVE), and brand lift10мин

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

Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing10мин

2 практических упражнения

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

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

Неделя

Неделя 6

4 ч. на завершение

Influencer Campaigns.

4 ч. на завершение

10 видео ((всего 89 мин.)), 3 материалов для самостоятельного изучения, 3 тестов

10 видео

What’s the return on marketing investment?; How to calculate the ROMI of Kim’s #ad9мин

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 program12мин

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 person9мин

Turn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study9мин

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 page7мин

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 9.57мин

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 program6мин

Guy Kawasaki’s 10/20/30 rule; 10 slides5мин

20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model11мин

Go-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action9мин

3 материала для самостоятельного изучения

Calculate the return on marketing investment (ROMI) of an influencer program10мин

Develop the business case for launching a series of influencer marketing campaigns10мин

Create a pitch deck for a social media influencer strategy as your final course project10мин

2 практических упражнения

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

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

Рецензии

4.4

Рецензии: 54

5 stars
66,86 %
4 stars
19,27 %
3 stars
6,02 %
2 stars
3,61 %
1 star
4,21 %

Лучшие отзывы о курсе INFLUENCER MARKETING STRATEGY

от партнера MO29 мар. 2022 г.

Great course very informative and the instructor is very knowledgeable

от партнера SL22 сент. 2019 г.

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.

от партнера TM19 дек. 2018 г.

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!

от партнера GS19 февр. 2022 г.

Greg Jarboe kept the topic intersting througout the course along with keeping the level of course at par with the credibility of university. Thank to you for great insights.

Посмотреть все отзывы

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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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Influencer Marketing Strategy

Influencer Marketing Strategy

Об этом курсе