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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/influencer-marketing-strategy
课程评论：没有评论
课程名称：影响者营销策略 概述：影响者营销是一种通过内部和行业专家，利用他们的活跃网络来帮助实现可衡量的商业目标的实践。本课程专注于策略，虽然没有一种通用的影响者营销策略模板，但你将学习如何根据两步流动传播模型，为多种B2B、B2C及非营利组织量身定制策略。 此外，本课程同样关注战术。正如我所相信的：“没有战术的策略是胜利之路上最慢的方式，而没有策略的战术则是失败前的噪音。”因此，在为期六周的课程中，你将同时学习策略与战术。 课程的最终项目是为社交媒体影响者策略创建一个创业计划书。这个项目旨在为你提供一个具体的作品，能够向当前组织的高管或潜在雇主展示你掌握的新能力和技能。 教学大纲包括： 1. **影响者营销策略**：平均而言，企业在影响者营销方面的投资回报率为每花费1美元获利6.50美元，70%的企业获取超过2美元的收益，而顶尖的13%企业获取超过20美元的收益。但是，30%的企业则是持平或未能产生投资回报。因此，学习如何克服影响者营销策略实施中的主要挑战，可以显著提升营销投资回报率（ROMI）。 2. **内容营销策略**：影响者策略在没有内容营销的支持下，效果往往不佳。优质内容是企业、影响者与buyer之间价值交换的核心，借助影响者的内容可以有效地将品牌信息传播到可信赖的新受众。 3. **如何找到影响者**：识别合适的影响者并不容易。在本课程中，我将展示三种不同工具来发现最相关的影响者。每种工具各有优缺点，因此我不希望你过于依赖任何一种工具。 4. **如何与影响者互动**：我将分享几种影响者 outreach 最佳实践的例子，这一过程被称为“社交优化”。这是一种与能帮助你实现可衡量商业目标的有影响力个体进行随意交谈的过程。这在各类B2B、B2C及非营利组织中均取得了成功。 5. **如何衡量影响者营销**：本课程将教你如何用适当的关键绩效指标（KPIs）来衡量项目的成功，包括品牌知名度、互动和潜在客户生成等方面。 6. **影响者营销活动**：课程的最终项目是创建一个社交媒体影响者策略的创业计划书，以展示你掌握的新能力和技能。 通过本课程，你将获得创建和实施影響者营销的策略和战术所需的知识，助力你的职业发展。
Name:Influencer Marketing Strategy
Description: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).
Name:Content Marketing Strategy
Description: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.
Name:How To Find Influencers.
Description: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.
Name:How To Engage Influencers.
Description: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.
Name:How To Measure Influencer Marketing.
Description: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.
Name:Influencer Campaigns.
Description: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.
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.
