Rutgers University - 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.

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 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.

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.

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.?

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.