Throughout history, influential people have driven pop culture and impacted individual perceptions and behaviors from politics and religion to business and personal choices. Influence is now "democratized" because social and digital media have allowed anyone–not just authority figures–to exercise it.
Today's influencers can include experts in their field (scientists, academics, etc.), social media stars, and even individuals or groups who are "anonymous." Modern marketing often turns these influencers into a crucial part or centerpiece of their campaigns in order to break the noise and attract consumer and media attention. True influencers can raise awareness in niche audiences, amplify messages and lead their followers to desired action, whether they buy, vote or simply change their minds.
Learning Objectives:
- Learn how to identify influencers, and differentiate those who can motivate behavior from the "merely popular”.
- Learn how to utilize influencer measurement tools and data such as likes and follows.
- Understand how to align influencers with business objectives by applying frameworks such as the purchasing funnel.
- Be able to craft communication approaches to influencers, including pitches and press releases.
- Know how to manage influencers in compliance with (evolving) laws regarding paid endorsements.
- Learn how to implement tracking mechanisms to gauge the effectiveness of influencer campaigns.
Course Number: BUSA-40935
Credit: 2.00 unit(s)
Related Certificate Programs: Digital Marketing
+ Expand All
-
10/14/2024 - 11/22/2024
$595
Online
-
-
-
CLASS TYPE:
Online Asynchronous.
This course is entirely web-based and to be completed asynchronously between the published course start and end dates. Synchronous attendance is NOT required.
You will have access to your online course on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.
Neeley, Jennifer
Energetic speaker, consultant, instructor, and author, Jennifer "Gigi" Neeley is the Founder of US and UK-based JND Global (now acquired), a full-service digital marketing, social media, SEO and content marketing agency and management consultancy. From entrepreneurs to Fortune 50 brands, Jennifer helped develop and implement integrated digital marketing, social media, influencer and content marketing programs that delivered measurable results, and help put companies and their executives on the digital map, turning around or increasing their profitability.
Current and former clients include Apigee, Castlight Health, Fiverr, LinkedIn, and Microsoft, as well as high-profile health care and technology executives who are referred to Jennifer for her discreet, strategic counsel. ...Read More
-
-
POLICIES:
No refunds after: 10/22/2024.
-
10/14/2024 - 11/22/2024
extensioncanvas.ucsd.edu
You will have access to your course materials on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.
There are no sections of this course currently scheduled. Please contact the Business, Professional & Legal Programs department at 858-534-8131 or unexbusa@ucsd.edu for information about when this course will be offered again.