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Influencer Marketing Strategy
  • Level Professional
  • Duration 23 hours
  • Course by Rutgers the State University of New Jersey
  • Offered by

About

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.

Modules

Welcome to the course

    • 1 Videos
    • 1 Readings
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1 Videos

  • Video welcome to this Influencer Marketing Strategy course.

1 Readings

  • Welcome to this course on Influencer Marketing Strateg

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

    • 5 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

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

5 Videos

  • 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?

1 Readings

  • Explain the ugly social media marketing problems that an influencer strategy solves

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

    • 4 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

4 Videos

  • 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)

1 Readings

  • Describe the main challenges when rolling out an influencer engagement strategy

Write a 5-paragraph essay that questions assumptions that an influencer marketing platform can automate an inefficient operation.

    • 4 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • Question assumptions that an influencer marketing platform can automate an inefficient operation.

4 Videos

  • 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?

1 Readings

  • Question assumptions that an influencer marketing platform can automate an inefficient operation

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

    • 3 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

3 Videos

  • 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

1 Readings

  • Illustrate why creating content worth sharing or ideas worth spreading are also key

Identify the top emotional responses to video content that Unruly uses to predict shareability.

    • 2 Videos
    • 4 Readings
    • 1 Assignment
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1 Assignment

  • 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.

2 Videos

  • 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?

4 Readings

  • 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.

    • 3 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • Justify employing top influencers and micro influencers to create sponsored content.

3 Videos

  • 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

1 Readings

  • Justify employing top influencers and micro influencers to create sponsored content

Use BuzzSumo to identify 5 influencers, bloggers, and journalists in your industry by topic.

    • 4 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

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

4 Videos

  • 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

1 Readings

  • 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.

    • 6 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

6 Videos

  • 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%

1 Readings

  • 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.

    • 3 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

3 Videos

  • 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

1 Readings

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

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

    • 5 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

5 Videos

  • 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

1 Readings

  • 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.

    • 6 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

6 Videos

  • “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

1 Readings

  • Test engagement best practices and use influencer outreach tactics that work often

Develop an “always-on” influencer program that strengthens your influencer relations.

    • 2 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • Develop an “always-on” influencer program that strengthens your influencer relations.

2 Videos

  • 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

1 Readings

  • Develop an "alwayson" influencer program that strengthens your influencer relations

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

    • 4 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

4 Videos

  • 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

1 Readings

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

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

    • 3 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

3 Videos

  • How should you measure engagement?
  • Applause rate; Conversation rate; Amplification rate
  • TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics

1 Readings

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

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

    • 4 Videos
    • 1 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing.

4 Videos

  • 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

1 Readings

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

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

    • 2 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

2 Videos

  • 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 influenc

1 Readings

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

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

    • 5 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

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

5 Videos

  • 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

1 Readings

  • 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 project.

    • 3 Videos
    • 1 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Create a pitch deck for a social media influencer strategy as your final project.

3 Videos

  • 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

1 Readings

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

Auto Summary

Discover the art of Influencer Marketing Strategy in this comprehensive 6-week course by Coursera, designed for professionals in Sales & Marketing. Led by a seasoned instructor, you’ll master both strategic and tactical aspects of influencer marketing, tailored for B2B, B2C, and nonprofits. With a final project to create a social media influencer pitch deck, you’ll gain practical skills to showcase to employers. Available with a Starter subscription, this course equips you with the expertise to drive measurable business goals through influencer engagement.

Greg Jarboe
Instructor

Greg Jarboe