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English Graduate Placement
Welcome to English Graduate Placement! In this course you'll find Placement events, materials, and notifications.
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INFLUENCER MARKETING Spring 21
Throughout history, Influential individuals have shaped thought and behavior in politics, religion, business, even interpersonal relationships. Today, because of the democratizing effects of digital media, social influence is no longer limited to the traditional ranks of authority figures. Modern influencers include subject-matter experts (from scientists to non-credentialed bloggers), social media stars, even virtual avatars and individuals who prefer to remain "anonymous." These influencers have become critical components of modern marketing campaigns, particularly given the fragmentation of audiences across millions of media outlets, and the formidable expense of mass-media/omni-channel advertising. True influencers can efficiently generate awareness in niche audiences, amplify messages, and also lead their followers to desired actions, whether that means buying, voting, or simply changing their minds. To integrate influencers into campaigns, marketing executives must know how to distinguish the truly influential — those who can motivate actual behavior — from the "merely popular." That is especially critical in social media, where commonly cited measures of "influence" — such as followers and likes — can be purchased and otherwise artificially inflated. Marketers need to conduct qualitative and quantitative analysis, since many influencers may have little to no social media popularity. In this course, you will learn not only how to work with influencers to reach your business goals — including identifying, analyzing, approaching, managing, and measuring them — but also how to differentiate between attention and influence. This course answers questions such as: • Why is influencer marketing central to the future of marketing? • What are the biggest mistakes brands and marketers are making when it comes to influencer marketing and how do we avoid them? • How do you persuade someone that influencer marketing is worthy of support? • What are the main issues in influencer marketing? • How do we evaluate and select the right influencers? • How is influence potential measured? • How do we connect influencer strategies to business goals and profitability? • What methods are most effective for tracking and measuring success of influencer strategies? • What communication and tactics are most appropriate for building high value influencer partnerships?