Setting Sail on an Influencer Marketing Program

Course Level: 1 | Understand influencer marketing and why it matters | taught by Shonali Burke
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  • 8 Videos
  • 5 Quizzes
  • 10 Texts
  • 5 Downloads
  • 1.5 hrs

Course Curriculum

0. Introduction
Course Overview
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1. Understanding Influence
08:21
Overview
Understanding Influence
Why Invest in Influencer Marketing
Knowledge Check
Worksheet
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2. Setting Goals for your Influencer Program
06:09
Overview
Setting Goals for your Program
Lee Odden, CEO TopRank Marketing on How to Secure Budget for your Influencer Program
Business Goal Decision Making Model
Knowledge Check
Worksheet
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3. Defining your Conversations and Influencer Archetypes
10:09
Overview
Defining your Conversations and Influencer Archetypes
The Many Faces of Influence
Knowledge Check
Worksheet
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4. Embarking on Influencer Engagement
15:24
Overview
Embarking on Influencer Engagement
Ian Cleary, Founder RazorSocial on Building Relationships
The Ladder of Engagement
Knowledge Check
Worksheet
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5. Defining a Measurement Framework
15:01
Overview
Defining a Measurement Framework
Case in Point: Orange Launch of Homelive
Knowledge Check
Worksheet
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Course description

Understand influencer marketing and why it matters

Get a grasp on the only way to do influencer marketing. By taking this course you will understand what influencer marketing is and why it matters more today than ever before. Learn to plan, build, execute, and measure an influencer marketing strategy that integrates with the overall marketing goals of your organization.

Instructor

Shonali Burke
Shonali Burke
Award-winning social strategist, Adjunct faculty at Johns Hopkins University

Shonali Burke is an award-winning social strategist, faculty member at Johns Hopkins University, and president and CEO of her own social consulting firm. She is also the founder and host of the #measurePR Twitter chat, the first and longest-running industry event of its kind.

A veteran of both large and small PR agencies, Shonali has close to two decades of experience in the field. That includes the world premiere of “Russell Simmons Presents Def Poetry” in San Francisco prior to its award-winning Broadway run; a stint as the ASPCA's Vice President, Media & Communications during the 2007 pet food recall and Michael Vick case, and where she put in place its award-winning measurement program; and designing and implementing digital strategy for USA for UNHCR’s Blue Key campaign.