Course Summary
In this course, you will learn how to create an effective influencer marketing strategy that can help you reach your target audience, increase brand awareness, and drive sales.Key Learning Points
- Understand the basics of influencer marketing and how it can benefit your business
- Identify the right influencers for your brand and develop a strong relationship with them
- Create a comprehensive influencer marketing plan that aligns with your business goals
Related Topics for further study
Learning Outcomes
- Understand the basics of influencer marketing and how it can benefit your business
- Identify the right influencers for your brand and develop a strong relationship with them
- Create a comprehensive influencer marketing plan that aligns with your business goals
Prerequisites or good to have knowledge before taking this course
- Basic knowledge of social media platforms
- Familiarity with marketing terminology
Course Difficulty Level
IntermediateCourse Format
- Online self-paced course
- Video lectures
- Assignments and quizzes
Similar Courses
- Social Media Marketing: Top Tips for Growing Your Followers & Going Viral
- Content Marketing: Blogs, Videos and Social Media
Related Education Paths
Notable People in This Field
- Neil Patel
- Mari Smith
Related Books
Description
Influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals.
Outline
- Influencer Marketing Strategy
- Video welcome to this Influencer Marketing Strategy course.
- Avinash Kaushik points out an ugly truth
- Creating remarkable content is critical
- Interest in influencer marketing is spiking
- Definition of influencer marketing; “Influencer marketing is the next big thing”
- What is the value of influencer marketing?; How do you improve the odds of success?
- Challenges when engaging influencers
- Fewer journalists are the right influencers; Identifying the right influencers is hard
- Some engagement tactics may not work; Some engagement tactics only work once
- Measurement is key to bigger budgets; Measure key performance indicators (KPIs)
- Can influencer marketing be automated?
- Measuring ROI vs. ROMI
- Tracking influence vs. custom campaigns; Influencer discovery vs. identification
- Vetting influencers vs. letting go of control; Can influencer marketing be automated?
- Welcome to this course on Influencer Marketing Strateg
- Explain the ugly social media marketing problems that an influencer strategy solves
- Describe the main challenges when rolling out an influencer engagement strategy
- Question assumptions that an influencer marketing platform can automate an inefficient operation
- Explain the ugly social media marketing problems that an influencer strategy solves.
- Describe the main challenges when rolling out an influencer engagement strategy.
- Content Marketing Strategy
- The hypodermic needle model
- Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders
- 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 cities
- Video content is more influential than text; Emotional ads drive business results
- 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?
- Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration
- 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 videos
- Artist created paper airplane with GE engines; GE is creating and sponsoring video content
- Illustrate why creating content worth sharing or ideas worth spreading are also key
- Identify the top emotional responses to video content Unruly uses to predict shareability
- Tool tests emotional impact of video content; Deep emotional intelligence
- John Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”
- Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart
- Justify employing top influencers and micro influencers to create sponsored content
- Illustrate why creating content worth sharing or ideas worth spreading are also key.
- 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.
- How To Find Influencers.
- How to identify the right influencers; Don’t become the tool of your tools
- 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 shares
- BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines
- Expert reflections on the research
- Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area
- Identifying influencers for Recipe.com; We used Traackr to find and rank influencers
- Keywords defined relevant conversations
- Keywords defined relevant conversations; Traackr identified top 50 recipe influencers
- Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword
- We invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180%
- DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem
- Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing
- 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 deal
- Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.
- Diagram Traackr’s methodology for identifying social media influencers in a topic area
- Rate DealMaker's strengths and weaknesses in finding social media influencers for a project
- Diagram Traackr’s methodology for identifying social media influencers in a topic area.
- Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.
- How To Engage Influencers.
- Finding the right engagement tactics is hard; Find sponsorship opportunities for Celebrities
- 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 insights
- Provide an Activist with access
- Bring Experts in for their advice; Engage an Insider in a healthy debate
- Boost Journalist’s readership with a juicy story
- “Schmooze optimization” is a process
- “Do you have any video?”
- “Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”
- “It is going to be kinda big”
- New way to use boosted posts on Facebook
- Engaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribers
- 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 communities
- Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program
- Analyze 9 types of influence to find the best engagement tactics for these influencer categories
- Test engagement best practices and use influencer outreach tactics that work often
- Develop an "alwayson" influencer program that strengthens your influencer relations
- Analyze 9 types of influence to find the best engagement tactics for these influencer categories.
- Test engagement best practices and use influencer outreach tactics that work often.
- How To Measure Influencer Marketing.
- If brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metrics
- Advertising value equivalency (AVE) is bogus
- Brand lift is one of the right KPIs to use
- Brita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest
- How should you measure engagement?
- Applause rate; Conversation rate; Amplification rate
- TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics
- Best social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value
- Find your most effective social networks; Use Campaign URL Builder for tracking
- Find your most effective influencer post
- Apply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketing
- Compare gross rating point (GRP), advertising value equivalency (AVE), and brand lift
- Assess applause, conversation, and amplification rates as "the best social media metrics"
- Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing
- Compare gross rating points (GRPs), advertising value equivalency (AVE), and brand lift.
- Assess applause, conversation, and amplification rates as the “best social media metrics.”
- Influencer Campaigns.
- What’s the return on marketing investment?; How to calculate the ROMI of Kim’s #ad
- 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 program
- 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 person
- Turn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study
- 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 page
- 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 9.5
- 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 program
- Guy Kawasaki’s 10/20/30 rule; 10 slides
- 20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model
- Go-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action
- Calculate the return on marketing investment (ROMI) of an influencer program
- Develop the business case for launching a series of influencer marketing campaigns
- Create a pitch deck for a social media influencer strategy as your final course project
- Calculate the return on marketing investment (ROMI) of an influencer program.
- Develop the business case for launching a series of influencer marketing campaigns.
Summary of User Reviews
This course on influencer marketing strategy has received positive reviews from many users. The course provides valuable insights and practical tips for creating successful influencer marketing campaigns. One key aspect that many users thought was good is the interactive nature of the course and the opportunity to network with other professionals in the field.Pros from User Reviews
- Valuable insights and practical tips for creating successful influencer marketing campaigns
- Interactive nature of the course allows for networking with other professionals in the field
- Engaging content and well-structured lessons
- Experienced instructors with a wealth of knowledge in the field
Cons from User Reviews
- Some users felt that the course was too basic and did not cover advanced topics
- The course may not be suitable for those with extensive experience in influencer marketing
- Some users found the course material to be repetitive
- The course may not provide enough depth on certain topics
Greg Jarboe
4.5 Raiting
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