К содержимому
learnspaceYOUR NEXT CHAPTER
ПРОСТРАНСТВО ОБУЧЕНИЯ
ГлавнаяКаталог курсовМоё обучениеCoursera

Знания без границ

Учитесь у лучших университетов и компаний мира.

Открыть Coursera
Интеграция
Пространство университета
Моё пространствоСтраница курса
↵
ЯЛичный кабинетСтудент
© 2026 LearnSpaceКаждый день — возможность узнать больше.Помощь
Influencer Marketing Strategy · LearnSpace
Назад в каталог
courseraБизнес

Influencer Marketing Strategy

Курс от Rutgers the State University of New Jersey
Средний≈ 25.3 чАнглийский
О курсеНавыкиПрограммаПреподаватели

О курсе

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.

Навыки, которые вы освоите

Marketing AnalyticsMarketing EffectivenessDriving engagementMarketing StrategiesMarketing BudgetsBrand AwarenessSocial Media CampaignsDigital Marketing ToolsKey Performance Indicators (KPIs)Social Media AnalyticsCampaign ManagementTarget AudienceSocial Media StrategyPresentationsReturn On InvestmentContent StrategyMarketing CommunicationsSocial Media MarketingStakeholder EngagementContent Marketing

Программа курса

6 модулей · 109 учебных материалов

01Influencer Marketing Strategy21 материалов

Welcome to the course

Welcome to this course on Influencer Marketing StrategЧтениеVideo welcome to this Influencer Marketing Strategy course.Видео

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

Explain the ugly social media marketing problems that an influencer strategy solvesЧтениеAvinash Kaushik points out an ugly truth

Учитесь у экспертов

Greg Jarboe

Instructor

Influencer Marketing Strategy
В каталоге вашей программы

Инвестируйте в себя

Новые знания — в удобное для вас время.

Начать на Coursera

Обучение откроется на Coursera
в новой вкладке

Обучение на Coursera

≈ 25.3 ч

6 модулей

Язык: Английский

Субтитры: Арабский, Французский, Бенгальский, Украинский, Китайский (Китай), Греческий, Итальянский, Бразильский португальский, Вьетнамский, Нидерландский, Корейский, Немецкий, Пушту, Урду, Русский, Тайский, Индонезийский, Шведский, Турецкий, Азербайджанский, Испанский, Дари, Хинди, Японский, Казахский, Венгерский, Польский

Часть программы вашего университета
Видео
Creating remarkable content is criticalВидео
Interest in influencer marketing is spikingВидео
Definition of influencer marketing; “Influencer marketing is the next big thing”Видео
What is the value of influencer marketing?; How do you improve the odds of success?Видео
Explain the ugly social media marketing problems that an influencer strategy solves.Задание

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

Describe the main challenges when rolling out an influencer engagement strategyЧтениеChallenges when engaging influencersВидеоFewer journalists are the right influencers; Identifying the right influencers is hardВидеоSome engagement tactics may not work; Some engagement tactics only work onceВидеоMeasurement is key to bigger budgets; Measure key performance indicators (KPIs)ВидеоDescribe the main challenges when rolling out an influencer engagement strategy.Задание

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

Question assumptions that an influencer marketing platform can automate an inefficient operationЧтениеCan influencer marketing be automated?ВидеоMeasuring ROI vs. ROMIВидеоTracking influence vs. custom campaigns; Influencer discovery vs. identificationВидеоVetting influencers vs. letting go of control; Can influencer marketing be automated?ВидеоQuestion assumptions that an influencer marketing platform can automate an inefficient operation.Взаимная проверка
02Content Marketing Strategy17 материалов

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

Illustrate why creating content worth sharing or ideas worth spreading are also keyЧтениеThe hypodermic needle modelВидеоModel ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shouldersВидеоCreating 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 citiesВидеоIllustrate why creating content worth sharing or ideas worth spreading are also key.Задание

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

Identify the top emotional responses to video content Unruly uses to predict shareabilityЧтениеVideo content is more influential than text; Emotional ads drive business resultsВидеоTool tests emotional impact of video content; Deep emotional intelligenceЧтениеJohn Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”ЧтениеWhich 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?ВидеоToyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness ChartЧтениеWatch 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.Задание

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

Justify employing top influencers and micro influencers to create sponsored contentЧтениеCreating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaborationВидеоInfluencers 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 videosВидеоArtist created paper airplane with GE engines; GE is creating and sponsoring video contentВидеоJustify employing top influencers and micro influencers to create sponsored content.Взаимная проверка
03How To Find Influencers.19 материалов

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

Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.ЧтениеHow to identify the right influencers; Don’t become the tool of your toolsВидеоUse 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 sharesВидеоBuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlinesВидеоExpert reflections on the researchВидеоUse BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.Взаимная проверка

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

Diagram Traackr’s methodology for identifying social media influencers in a topic areaЧтениеLearning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic areaВидеоIdentifying influencers for Recipe.com; We used Traackr to find and rank influencersВидеоKeywords defined relevant conversationsВидеоKeywords defined relevant conversations; Traackr identified top 50 recipe influencersВидеоTraackr showed relevant posts on topic; “Dessert recipes” top trending keywordВидео

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

Rate DealMaker's strengths and weaknesses in finding social media influencers for a projectЧтениеDealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystemВидеоIs your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketingВидеоJungle 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 dealВидеоRate DealMaker’s strengths and weaknesses in finding social media influencers for a project.Задание
04How To Engage Influencers.19 материалов

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

Analyze 9 types of influence to find the best engagement tactics for these influencer categoriesЧтениеFinding the right engagement tactics is hard; Find sponsorship opportunities for CelebritiesВидеоCreate value for an Authority’s community; Help Connectors grow their networks; Help Personal Brands build their reputation; Provide an Analyst with new data and insightsВидеоProvide an Activist with accessВидеоBring Experts in for their advice; Engage an Insider in a healthy debateВидеоBoost Journalist’s readership with a juicy storyВидеоAnalyze 9 types of influence to find the best engagement tactics for these influencer categories.Задание

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

Test engagement best practices and use influencer outreach tactics that work oftenЧтение“Schmooze optimization” is a processВидео“Do you have any video?”Видео“Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”Видео“It is going to be kinda big”ВидеоNew way to use boosted posts on FacebookВидео

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

Develop an "alwayson" influencer program that strengthens your influencer relationsЧтениеTraditional 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 communitiesВидеоInfluencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations programВидеоDevelop an “always-on” influencer program that strengthens your influencer relations.Взаимная проверка
05How To Measure Influencer Marketing.17 материалов

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

Compare gross rating point (GRP), advertising value equivalency (AVE), and brand liftЧтениеIf brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metricsВидеоAdvertising value equivalency (AVE) is bogusВидеоBrand lift is one of the right KPIs to useВидеоBrita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interestВидеоCompare gross rating points (GRPs), advertising value equivalency (AVE), and brand lift.Задание

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

Assess applause, conversation, and amplification rates as "the best social media metrics"ЧтениеHow should you measure engagement?ВидеоApplause rate; Conversation rate; Amplification rateВидеоTrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analyticsВидеоAssess applause, conversation, and amplification rates as the “best social media metrics.”Задание

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

Evaluate a range of key performance indicators (KPIs) for measuring influencer marketingЧтениеBest social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal valueВидеоFind your most effective social networks; Use Campaign URL Builder for trackingВидеоFind your most effective influencer postВидеоApply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketingВидеоEvaluate a range of key performance indicators (KPIs) for measuring influencer marketing.
06Influencer Campaigns.16 материалов

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

Calculate the return on marketing investment (ROMI) of an influencer programЧтениеWhat’s the return on marketing investment?; How to calculate the ROMI of Kim’s #adВидеоMeasuring 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 programВидеоCalculate the return on marketing investment (ROMI) of an influencer program.Задание

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

Develop the business case for launching a series of influencer marketing campaignsЧтениеDevelop 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 personВидеоTurn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case studyВидеоInfluencer 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 pageВидеоPiperSport 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 9.5ВидеоThis 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 programВидеоDevelop the business case for launching a series of influencer marketing campaigns.Задание

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

Create a pitch deck for a social media influencer strategy as your final course projectЧтениеGuy Kawasaki’s 10/20/30 rule; 10 slidesВидео20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business modelВидеоGo-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to actionВидеоCreate a pitch deck for a social media influencer strategy as your final project.Взаимная проверка
We invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180%Видео
Diagram Traackr’s methodology for identifying social media influencers in a topic area.Задание
Engaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribersВидео
Test engagement best practices and use influencer outreach tactics that work often.Задание
Взаимная проверка