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Influencer Marketing Strategy

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Rutgers the State University of New Jersey

Influencer Marketing Strategy

Instructor: Greg Jarboe

58,201 already enrolled

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6 modules

Gain insight into a topic and learn the fundamentals.

195 reviews

Intermediate level

Some related experience required

Flexible schedule

3 weeks at 10 hours a week

Learn at your own pace

93%

Most learners liked this course

6 modules

Gain insight into a topic and learn the fundamentals.

195 reviews

Intermediate level

Some related experience required

Flexible schedule

3 weeks at 10 hours a week

Learn at your own pace

93%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

12 assignments¹

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Taught in English

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There are 6 modules in this course

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.

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).

What's included

14 videos4 readings2 assignments1 peer review

14 videos Total 85 minutes

Video welcome to this Influencer Marketing Strategy course. 9 minutes
Avinash Kaushik points out an ugly truth 6 minutes
Creating remarkable content is critical 3 minutes
Interest in influencer marketing is spiking 3 minutes
Definition of influencer marketing; “Influencer marketing is the next big thing” 7 minutes
What is the value of influencer marketing?; How do you improve the odds of success? 6 minutes
Challenges when engaging influencers 5 minutes
Fewer journalists are the right influencers; Identifying the right influencers is hard 6 minutes
Some engagement tactics may not work; Some engagement tactics only work once 6 minutes
Measurement is key to bigger budgets; Measure key performance indicators (KPIs) 8 minutes
Can influencer marketing be automated? 6 minutes
Measuring ROI vs. ROMI 5 minutes
Tracking influence vs. custom campaigns; Influencer discovery vs. identification 9 minutes
Vetting influencers vs. letting go of control; Can influencer marketing be automated? 9 minutes

4 readings Total 40 minutes

Welcome to this course on Influencer Marketing Strateg 10 minutes
Explain the ugly social media marketing problems that an influencer strategy solves 10 minutes
Describe the main challenges when rolling out an influencer engagement strategy 10 minutes
Question assumptions that an influencer marketing platform can automate an inefficient operation 10 minutes

2 assignments Total 60 minutes

Explain the ugly social media marketing problems that an influencer strategy solves. 30 minutes
Describe the main challenges when rolling out an influencer engagement strategy. 30 minutes

1 peer review Total 120 minutes

Question assumptions that an influencer marketing platform can automate an inefficient operation. 120 minutes

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.

What's included

8 videos6 readings2 assignments1 peer review

8 videos Total 68 minutes

The hypodermic needle model 7 minutes
Model ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders 10 minutes
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 13 minutes
Video content is more influential than text; Emotional ads drive business results 8 minutes
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 minutes
Creating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration 8 minutes
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 9 minutes
Artist created paper airplane with GE engines; GE is creating and sponsoring video content 5 minutes

6 readings Total 60 minutes

Illustrate why creating content worth sharing or ideas worth spreading are also key 10 minutes
Identify the top emotional responses to video content Unruly uses to predict shareability 10 minutes
Tool tests emotional impact of video content; Deep emotional intelligence 10 minutes
John Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift” 10 minutes
Toyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart 10 minutes
Justify employing top influencers and micro influencers to create sponsored content 10 minutes

2 assignments Total 46 minutes

Illustrate why creating content worth sharing or ideas worth spreading are also key. 30 minutes
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 minutes

1 peer review Total 60 minutes

Justify employing top influencers and micro influencers to create sponsored content. 60 minutes

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.

What's included

13 videos3 readings2 assignments1 peer review

13 videos Total 74 minutes

How to identify the right influencers; Don’t become the tool of your tools 5 minutes
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 9 minutes
BuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines 7 minutes
Expert reflections on the research 3 minutes
Learning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area 2 minutes
Identifying influencers for Recipe.com; We used Traackr to find and rank influencers 6 minutes
Keywords defined relevant conversations 2 minutes
Keywords defined relevant conversations; Traackr identified top 50 recipe influencers 3 minutes
Traackr showed relevant posts on topic; “Dessert recipes” top trending keyword 5 minutes
We invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180% 8 minutes
DealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem 10 minutes
Is your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing 9 minutes
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 5 minutes

3 readings Total 30 minutes

Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic. 10 minutes
Diagram Traackr’s methodology for identifying social media influencers in a topic area 10 minutes
Rate DealMaker's strengths and weaknesses in finding social media influencers for a project 10 minutes

2 assignments Total 60 minutes

Diagram Traackr’s methodology for identifying social media influencers in a topic area. 30 minutes
Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project. 30 minutes

1 peer review Total 60 minutes

Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic. 60 minutes

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.

What's included

13 videos3 readings2 assignments1 peer review

13 videos Total 83 minutes

Finding the right engagement tactics is hard; Find sponsorship opportunities for Celebrities 7 minutes
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 8 minutes
Provide an Activist with access 4 minutes
Bring Experts in for their advice; Engage an Insider in a healthy debate 5 minutes
Boost Journalist’s readership with a juicy story 5 minutes
“Schmooze optimization” is a process 5 minutes
“Do you have any video?” 10 minutes
“Best PR pitch so far this year”; The optimized schmoozing of “Johnny X” 7 minutes
“It is going to be kinda big” 3 minutes
New way to use boosted posts on Facebook 4 minutes
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 8 minutes
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 8 minutes
Influencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program 10 minutes

3 readings Total 30 minutes

Analyze 9 types of influence to find the best engagement tactics for these influencer categories 10 minutes
Test engagement best practices and use influencer outreach tactics that work often 10 minutes
Develop an "alwayson" influencer program that strengthens your influencer relations 10 minutes

2 assignments Total 60 minutes

Analyze 9 types of influence to find the best engagement tactics for these influencer categories. 30 minutes
Test engagement best practices and use influencer outreach tactics that work often. 30 minutes

1 peer review Total 60 minutes

Develop an “always-on” influencer program that strengthens your influencer relations. 60 minutes

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.

What's included

11 videos3 readings2 assignments1 peer review

11 videos Total 76 minutes

If brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metrics 8 minutes
Advertising value equivalency (AVE) is bogus 8 minutes
Brand lift is one of the right KPIs to use 3 minutes
Brita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest 10 minutes
How should you measure engagement? 5 minutes
Applause rate; Conversation rate; Amplification rate 8 minutes
TrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics 6 minutes
Best social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value 8 minutes
Find your most effective social networks; Use Campaign URL Builder for tracking 12 minutes
Find your most effective influencer post 4 minutes
Apply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketing 3 minutes

3 readings Total 30 minutes

Compare gross rating point (GRP), advertising value equivalency (AVE), and brand lift 10 minutes
Assess applause, conversation, and amplification rates as "the best social media metrics" 10 minutes
Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing 10 minutes

2 assignments Total 60 minutes

Compare gross rating points (GRPs), advertising value equivalency (AVE), and brand lift. 30 minutes
Assess applause, conversation, and amplification rates as the “best social media metrics.” 30 minutes

1 peer review Total 60 minutes

Evaluate a range of key performance indicators (KPIs) for measuring influencer marketing. 60 minutes

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.

What's included

10 videos3 readings2 assignments1 peer review

10 videos Total 89 minutes

What’s the return on marketing investment?; How to calculate the ROMI of Kim’s #ad 10 minutes
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 12 minutes
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 10 minutes
Turn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study 10 minutes
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 7 minutes
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 8 minutes
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 6 minutes
Guy Kawasaki’s 10/20/30 rule; 10 slides 5 minutes
20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model 11 minutes
Go-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action 10 minutes

3 readings Total 30 minutes

Calculate the return on marketing investment (ROMI) of an influencer program 10 minutes
Develop the business case for launching a series of influencer marketing campaigns 10 minutes
Create a pitch deck for a social media influencer strategy as your final course project 10 minutes

2 assignments Total 60 minutes

Calculate the return on marketing investment (ROMI) of an influencer program. 30 minutes
Develop the business case for launching a series of influencer marketing campaigns. 30 minutes

1 peer review Total 120 minutes

Create a pitch deck for a social media influencer strategy as your final project. 120 minutes

Instructor

Instructor ratings

(64 ratings)

Greg Jarboe

1 Course 58,201 learners

Offered by

Rutgers the State University of New Jersey

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Reviewed on Mar 29, 2022

Great course very informative and the instructor is very knowledgeable

Reviewed on Sep 9, 2019

Structured, illustrated w/ solid examples, delivery is excellent from a professional who clearly loves explaining, directly applicable. Highly recommend it.

Reviewed on Jun 2, 2020

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

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Frequently asked questions

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.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. 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.

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.