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Greg Jarboe

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Influencer Marketing Strategy

新泽西州立罗格斯大学

課程信息

22,462 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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完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

中級

完成時間大約為23 小時

英語（English）

字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 意大利語, 越南語, 德語（German）, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）

可靈活調整截止日期

根據您的日程表重置截止日期。

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

中級

完成時間大約為23 小時

英語（English）

授課教師

授課教師評分

4.41/5 （47 個評分）

Greg Jarboe

Instructor

Rutgers Business School Executive Education

38,313 個學生

1 門課程

提供方

新泽西州立罗格斯大学

授課大綱 - 您將從這門課程中學到什麼

內容評分93%（2,551 個評分）

週

週 1

完成時間為 4 小時

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

Video welcome to this Influencer Marketing Strategy course.9分鐘

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.30分鐘

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

週

週 2

完成時間為 4 小時

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.

完成時間為 4 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

The hypodermic needle model6分鐘

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.30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

週

週 3

完成時間為 4 小時

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

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

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.30分鐘

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

週

週 4

完成時間為 4 小時

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

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

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.30分鐘

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

週

週 5

完成時間為 4 小時

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.

完成時間為 4 小時

11 個視頻（總計 76 分鐘）, 3 個閱讀材料, 3 個測驗

11 個視頻

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

Advertising value equivalency (AVE) is bogus7分鐘

Brand lift is one of the right KPIs to use3分鐘

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

How should you measure engagement?5分鐘

Applause rate; Conversation rate; Amplification rate8分鐘

TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics5分鐘

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

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

Find your most effective influencer post4分鐘

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

3 個閱讀材料

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

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

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

2 個練習

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

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

週

週 6

完成時間為 4 小時

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.

完成時間為 4 小時

10 個視頻（總計 89 分鐘）, 3 個閱讀材料, 3 個測驗

10 個視頻

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

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分鐘

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分鐘

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

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分鐘

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分鐘

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分鐘

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

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

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

3 個閱讀材料

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

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

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

2 個練習

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

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

審閱

4.4

51 條評論

5 stars
66.45%
4 stars
19.62%
3 stars
6.32%
2 stars
3.79%
1 star
3.79%

來自INFLUENCER MARKETING STRATEGY的熱門評論

由 LW 提供2020年6月2日

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 MO 提供2022年3月29日

Great course very informative and the instructor is very knowledgeable

由 GS 提供2022年2月19日

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.

由 SM 提供2022年3月10日

It a great course from the basics to advance of Influencer Marketing.

查看所有評論

常見問題

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课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
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我购买证书后会得到什么？
您购买证书后，将有权访问所有课程材料，包括评分作业。完成课程后，您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
有助学金吗？
是的。如果您负担不起学习计划的注册费，则可以在选择学习计划时申请助学金或奖学金。如果您选择的学习计划提供助学金或奖学金，则您将在描述页面上看到一个申请链接。
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.

還有其他問題嗎？請訪問學生幫助中心。

Influencer Marketing Strategy

Influencer Marketing Strategy

課程信息