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中級レベル

約25時間で修了

推奨:5 hours/week...

英語

字幕:英語

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

中級レベル

約25時間で修了

推奨:5 hours/week...

英語

字幕:英語

シラバス - 本コースの学習内容

1
4時間で修了

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).

...
14件のビデオ (合計85分), 4 readings, 3 quizzes
14件のビデオ
Interest in influencer marketing is spiking2 分
Definition of influencer marketing; “Influencer marketing is the next big thing”6 分
What is the value of influencer marketing?; How do you improve the odds of success?5 分
Challenges when engaging influencers4 分
Fewer journalists are the right influencers; Identifying the right influencers is hard5 分
Some engagement tactics may not work; Some engagement tactics only work once5 分
Measurement is key to bigger budgets; Measure key performance indicators (KPIs)7 分
Can influencer marketing be automated?5 分
Measuring ROI vs. ROMI4 分
Tracking influence vs. custom campaigns; Influencer discovery vs. identification8 分
Vetting influencers vs. letting go of control; Can influencer marketing be automated?8 分
4件の学習用教材
Welcome to this course on Influencer Marketing Strateg10 分
Explain the ugly social media marketing problems that an influencer strategy solves10 分
Describe the main challenges when rolling out an influencer engagement strategy10 分
Question assumptions that an influencer marketing platform can automate an inefficient operation10 分
2の練習問題
Explain the ugly social media marketing problems that an influencer strategy solves.10 分
Describe the main challenges when rolling out an influencer engagement strategy.10 分
2
5時間で修了

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.

...
8件のビデオ (合計68分), 6 readings, 3 quizzes
8件のビデオ
Video content is more influential than text; Emotional ads drive business results7 分
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
Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration8 分
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
Artist created paper airplane with GE engines; GE is creating and sponsoring video content5 分
6件の学習用教材
Illustrate why creating content worth sharing or ideas worth spreading are also key10 分
Identify the top emotional responses to video content Unruly uses to predict shareability10 分
Tool tests emotional impact of video content; Deep emotional intelligence10 分
John Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”10 分
Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart10 分
Justify employing top influencers and micro influencers to create sponsored content10 分
2の練習問題
Illustrate why creating content worth sharing or ideas worth spreading are also key.10 分
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
3
4時間で修了

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.

...
13件のビデオ (合計74分), 3 readings, 3 quizzes
13件のビデオ
Expert reflections on the research3 分
Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area1 分
Identifying influencers for Recipe.com; We used Traackr to find and rank influencers6 分
Keywords defined relevant conversations2 分
Keywords defined relevant conversations; Traackr identified top 50 recipe influencers3 分
Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword4 分
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
DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem9 分
Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing8 分
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
3件の学習用教材
Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.10 分
Diagram Traackr’s methodology for identifying social media influencers in a topic area10 分
Rate DealMaker's strengths and weaknesses in finding social media influencers for a project10 分
2の練習問題
Diagram Traackr’s methodology for identifying social media influencers in a topic area.10 分
Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.10 分
4
4時間で修了

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.

...
13件のビデオ (合計83分), 3 readings, 3 quizzes
13件のビデオ
Bring Experts in for their advice; Engage an Insider in a healthy debate4 分
Boost Journalist’s readership with a juicy story4 分
“Schmooze optimization” is a process4 分
“Do you have any video?”9 分
“Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”7 分
“It is going to be kinda big”3 分
New way to use boosted posts on Facebook3 分
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
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
Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program10 分
3件の学習用教材
Analyze 9 types of influence to find the best engagement tactics for these influencer categories10 分
Test engagement best practices and use influencer outreach tactics that work often10 分
Develop an "alwayson" influencer program that strengthens your influencer relations10 分
2の練習問題
Analyze 9 types of influence to find the best engagement tactics for these influencer categories.18 分
Test engagement best practices and use influencer outreach tactics that work often.12 分
4.7
2件のレビューChevron Right

Influencer Marketing Strategy からの人気レビュー

by TMDec 20th 2018

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!

by MZApr 17th 2019

Loved this course! Learned a lot and excited to start influencer marketing.

講師

Avatar

Greg Jarboe

Instructor
Rutgers Business School Executive Education

ラトガース大学(Rutgers the State University of New Jersey)について

よくある質問

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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.

さらに質問がある場合は、受講者向けヘルプセンターにアクセスしてください。