Influencer Marketing Strategy
Using social influence to build brands and drive growth
Harness the Power of Influencers to Build Brands and Drive Growth
In this hyper-fragmented, noisy world, one major lever for brand growth lies in creating authentic partnerships with influencers who have the power to persuade your target audience. But do not confuse attention with influence. In marketing, we thrive on attention, but attention without trust is just noise.Avoid making the same mistakes as other brands. Join the experts from Kellogg Executive Education's Influencer Marketing Strategy program to create an end-to-end influencer game plan that will set your business apart from your competition.
What you will walk away with
- A deep understanding of what influencer marketing is and what it is not
- A playbook of ways to integrate and leverage influencer relationships across all elements of your business, culminating in a final capstone project
- Frameworks for measuring and improving the performance of your influencer marketing efforts
- Firsthand accounts from industry experts of how influencer marketing propelled their brands forward
- Examples of influencer agreements designed to develop long-term, win-win relationships
What you will study
- Identifying the types and levels of influencers
- Achieving objectives and KPIs in influencer marketing
- Mapping influencer marketing to the customer journey
- Identifying the right influencers
- Building lasting influencer relationships
- Negotiating agreements and contracts with influencers
- Measuring influen
How you will learn
A variety of activities offers you the chance to apply and practice concepts from each module.
- Live and recorded sessions with program faculty
- Real-world examples from 30+ brands
- Featured expert guest speakers
- Global peer network of collaborators
- Application exercises and final capstone
- Personalized feedback
- Live office hours
- Mobile learning app
Program Modules
Module 1:
Introduction to Influencer Marketing: What It Is and What It Is Not
As new tactics emerge, marketers must refocus their attention on the big picture. Strategic influencer marketing should be seen as relationship marketing-an approach that creates new value through developing deeper partnerships throughout the entire value chain.
Module 2:
Understanding Influence and Influencers
In marketing, an influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with the audience. You will learn how influence is contextual, and that there is no such thing as an all-purpose influencer.
Module 3:
Mapping Influencer Marketing to the Customer Journey
When influencers are part of the journey, they serve as external advocates who can help prospects overcome objections earlier in the process. Learn how to leverage influencer marketing as part of the customer journey through a three-step framework.
Module 4:
Understanding the Target Audience
Targeting the right audience is critical. Here we discuss the principle of observation in influencer marketing and strategy and differentiate between the two phases involved in the "observe" process.
Module 5:
Identifying Relevant Influencers
If attention is currency, then influence is wealth. In the second step of the "observe" process, you will learn how to identify the right influencers using the five-factor framework that measures the influencer's effectiveness and the value they can add to your brand.
Module 6:
Engaging Influencers and Creating Brand Ambassadors
The road to influence is lined with potholes. Therefore, it is crucial for organizations to pick the right influencer for their brand and engage with them in the right way to build a strong symbiotic relationship. Learn how to connect with potential influencers and identify whether there is an opportunity to develop a trusting relationship.
a three-step framework.
Module 7:
Structuring Relationships With Influencers: Agreements and Contracts
A well-constructed influencer contract outlines expectations and helps protect brands from rogue behavior. Professional influencers appreciate the specificity that helps them meet the brand's underlying goals. Understand the importance of having a legal agreement with an influencer, including the key elements to include to ensure a successful relationship.
Module 8:
Monitoring Performance and Measuring Success
An influencer's engagement is the primary measure of influencer marketing success, but it is not always easy to accurately monitor performance and measure success. For example, how do you measure the organic, untrackable impact of your influencer marketing? You will learn the biggest mistakes marketers make when trying to measure performance.