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完成時間大約為26 小時
英語(English)
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中級
完成時間大約為26 小時
英語(English)
字幕:英語(English)

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新泽西州立罗格斯大学 徽標

新泽西州立罗格斯大学

教學大綱 - 您將從這門課程中學到什麼

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1

1

完成時間為 4 小時

Influencer Marketing Strategy

完成時間為 4 小時
14 個視頻 (總計 85 分鐘), 4 個閱讀材料, 3 個測驗
14 個視頻
Avinash Kaushik points out an ugly truth5分鐘
Creating remarkable content is critical2分鐘
Interest in influencer marketing is spiking2分鐘
Definition of influencer marketing; “Influencer marketing is the next big thing”6分鐘
What is the value of influencer marketing?; How do you improve the odds of success?5分鐘
Challenges when engaging influencers4分鐘
Fewer journalists are the right influencers; Identifying the right influencers is hard5分鐘
Some engagement tactics may not work; Some engagement tactics only work once5分鐘
Measurement is key to bigger budgets; Measure key performance indicators (KPIs)7分鐘
Can influencer marketing be automated?5分鐘
Measuring ROI vs. ROMI4分鐘
Tracking influence vs. custom campaigns; Influencer discovery vs. identification8分鐘
Vetting influencers vs. letting go of control; Can influencer marketing be automated?8分鐘
4 個閱讀材料
Welcome to this course on Influencer Marketing Strateg10分鐘
Explain the ugly social media marketing problems that an influencer strategy solves10分鐘
Describe the main challenges when rolling out an influencer engagement strategy10分鐘
Question assumptions that an influencer marketing platform can automate an inefficient operation10分鐘
2 個練習
Explain the ugly social media marketing problems that an influencer strategy solves.10分鐘
Describe the main challenges when rolling out an influencer engagement strategy.10分鐘
2

2

完成時間為 5 小時

Content Marketing Strategy

完成時間為 5 小時
8 個視頻 (總計 68 分鐘), 6 個閱讀材料, 3 個測驗
8 個視頻
Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders9分鐘
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分鐘
Video content is more influential than text; Emotional ads drive business results7分鐘
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分鐘
Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration8分鐘
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分鐘
Artist created paper airplane with GE engines; GE is creating and sponsoring video content5分鐘
6 個閱讀材料
Illustrate why creating content worth sharing or ideas worth spreading are also key10分鐘
Identify the top emotional responses to video content Unruly uses to predict shareability10分鐘
Tool tests emotional impact of video content; Deep emotional intelligence10分鐘
John Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”10分鐘
Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart10分鐘
Justify employing top influencers and micro influencers to create sponsored content10分鐘
2 個練習
Illustrate why creating content worth sharing or ideas worth spreading are also key.10分鐘
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分鐘
3

3

完成時間為 4 小時

How To Find Influencers.

完成時間為 4 小時
13 個視頻 (總計 74 分鐘), 3 個閱讀材料, 3 個測驗
13 個視頻
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分鐘
BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines6分鐘
Expert reflections on the research3分鐘
Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area1分鐘
Identifying influencers for Recipe.com; We used Traackr to find and rank influencers6分鐘
Keywords defined relevant conversations2分鐘
Keywords defined relevant conversations; Traackr identified top 50 recipe influencers3分鐘
Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword4分鐘
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分鐘
DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem9分鐘
Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing8分鐘
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分鐘
3 個閱讀材料
Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.10分鐘
Diagram Traackr’s methodology for identifying social media influencers in a topic area10分鐘
Rate DealMaker's strengths and weaknesses in finding social media influencers for a project10分鐘
2 個練習
Diagram Traackr’s methodology for identifying social media influencers in a topic area.10分鐘
Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.10分鐘
4

4

完成時間為 4 小時

How To Engage Influencers.

完成時間為 4 小時
13 個視頻 (總計 83 分鐘), 3 個閱讀材料, 3 個測驗
13 個視頻
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分鐘
Provide an Activist with access3分鐘
Bring Experts in for their advice; Engage an Insider in a healthy debate4分鐘
Boost Journalist’s readership with a juicy story4分鐘
“Schmooze optimization” is a process4分鐘
“Do you have any video?”9分鐘
“Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”7分鐘
“It is going to be kinda big”3分鐘
New way to use boosted posts on Facebook3分鐘
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分鐘
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分鐘
Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program10分鐘
3 個閱讀材料
Analyze 9 types of influence to find the best engagement tactics for these influencer categories10分鐘
Test engagement best practices and use influencer outreach tactics that work often10分鐘
Develop an "alwayson" influencer program that strengthens your influencer relations10分鐘
2 個練習
Analyze 9 types of influence to find the best engagement tactics for these influencer categories.18分鐘
Test engagement best practices and use influencer outreach tactics that work often.12分鐘

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    • The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
    • The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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  • 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.

  • 此课程不提供大学学分,但部分大学可能会选择接受课程证书作为学分。查看您的合作院校,了解详情。Coursera 上的在线学位Mastertrack™ 证书提供获得大学学分的机会。

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