Influencer Marketing
BUSA-40935
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 Information
Course sessions
Section ID:
Class type:
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.
Textbooks:
No textbook required.
Policies:
- No refunds after: 10/22/2024
Schedule:
Instructor:
Jennifer Neeley
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. She is known for brining left and right brain ideas together through novel marketing and strategy.
Jennifer brought her skills to Iraq's Green Zone in 2011, where she worked with an international NGO to show them how to use practical tools like Google Analytics to identify where and how to disseminate information about voting rights. Her work coincided with the Arab Spring, which would lead to further opportunities to provide input on how to use social media to positive effect.
Jennifer earned her Master of Science (MS) from Columbia University Graduate School of Journalism and her Bachelor of Arts (BA) degree from the University of California, Berkeley. She has also completed programs at Lund University in Sweden and the American Conservatory Theater, and taught ESL (English as a Second Language) as a Peace Corps volunteer in Turkmenistan.
Jennifer a regular media fixture, routinely providing commentary on digital and social media to TV news outlets. She is also a sought-after speaker, and contributes to a number of online publications including Forbes, Social Media Today, Business2Community, and Medium.
Jennifer is passionate about giving back, and is an active participant on a number on nonprofit boards. She also maintains numerous professional memberships, and is active in the lifestyle and fitness community as a yoga teacher and health coach. She continues her personal development by studying Ayurvedic medicine.
Jennifer is currently working on research that aims to measure the impact of social media on at-risk health communities, as well as the mental health benefits of trauma-informed yoga offered to community groups who do not otherwise have access.
