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.

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

Shonali Burke

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.

Course curriculum

  • 1

    0. Introduction

    • Course Overview
  • 2

    1. Understanding Influence

    • Overview

    • Understanding Influence

    • Why Invest in Influencer Marketing

    • Knowledge Check

    • Worksheet
  • 3

    2. Setting Goals for your Influencer Program

    • 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
  • 4

    3. Defining your Conversations and Influencer Archetypes

    • Overview

    • Defining your Conversations and Influencer Archetypes

    • The Many Faces of Influence

    • Knowledge Check

    • Worksheet
  • 5

    4. Embarking on Influencer Engagement

    • Overview

    • Embarking on Influencer Engagement

    • Ian Cleary, Founder RazorSocial on Building Relationships

    • The Ladder of Engagement

    • Knowledge Check

    • Worksheet
  • 6

    5. Defining a Measurement Framework

    • Overview

    • Defining a Measurement Framework

    • Case in Point: Orange Launch of Homelive

    • Knowledge Check

    • Worksheet