Course curriculum

  • 1

    Chapter 1: Introduction and Background

    • Introduction: The Roadmap

    • Lesson 1: What is Real Influence? How did we get here?

    • Lesson 2: Digital Changed the Influencer Game 

    • Lesson 3: The Current Media Landscape

    • Chapter 1: Print Out

  • 2

    Chapter 2: Media Types, Spends and Forecasts

    • Lesson 1: Definitions of Digital Media Forms

    • Lesson 2: Influencers and Bloggers

    • Lesson 3: Influencer Landscape in 2018-2020

    • Lesson 4: Location & Devices

    • Lesson 5: Influencer Trust Barometer & The Marketplace Shift

    • Lesson 6: Positive Story Telling Impact for Your Brand

    • Chapter 2: Print Outs
  • 3

    Chapter 3: Best Practices

    • Introduction: Chapter 3 Overview

    • Lesson 1: Verticals and Topics that Appeal to Consumers

    • Lesson 2: Content Strategy & Shared Values

    • Lesson 3: Three Ways to Integrate Your Brand with Content

    • Chapter 3: Print Outs

  • 4

    Chapter 4: Platform follows Purpose – The Holy Funnel

    • Lesson 1: Platform Follows Purpose

    • Lesson 2: Platform Selection for Female Age Demographics

    • Lesson 3: Data, Platforms and Devices…for YOUR Customers

    • Lesson 4: Content That Reaches Female Consumers

    • Lesson 5: Topics Where Influencers are Trusted Most

    • Lesson 6: What Kind of Content Should Your Influencers Be Creating?
  • 5

    Chapter 5: Where & Why Do Women Audiences Follow Influencers?

    • Lesson 1: Female Audience Strategy – Multi-platform Approach

    • Lesson 2: Video Advantages and Strategy

    • Lesson 3: The Growing Popularity of Podcasts for Brands

    • Lesson 4: LinkedIn – B2B versus B2C

    • Chapter 5: Print Out

  • 6

    Chapter 6: Pillar 2 - Community: Scaling with Influencers

    • Lesson 1: Influencers are Customers - It’s About Love!

    • Lesson 2: Choosing Influencers for Scale – The Stratification of Influencers & Celebrities

    • Lesson 3: Why Do Influencers Engage with Brands?

    • Lesson 4: Inside the Mind of an Influencer

    • Lesson 5: Influencer Authenticity & Discovery

    • Lesson 6: Selecting Influencers

    • Lesson 7: Influencer Profile

    • Lesson 8: Scope of Work

  • 7

    Chapter 7: Building Your Campaign Strategy

    • Lesson 1: Influencer Marketing Models

    • Lesson 2: Channel Choices

    • Lesson 3: Amplification & Boost Strategy

    • Lesson 4: Multiple Usage of Influencer Content

    • Lesson 5: Influencer Marketing Checklist

    • Lesson 6: Great Examples of Successful Programs

  • 8

    Chapter 8: Pillar 3 - Transparency: Trust is the Currency of Social

    • Lesson 1: The Foundation of Trust: The FTC Guidelines

    • Lesson 2: Disclosing Endorsements

    • Lesson 3: Endorsement Requirements

    • Lesson 4: FTC Guidance

  • 9

    Chapter 9: Pillar 4 - Performance

    • Lesson 1: Benchmarks and Measurement Models

    • Lesson 2: Reach & Engagement Assessment in Social Program

    • Lesson 3: Unified Measurement Model

    • Lesson 4: Cost Per View

    • Lesson 5: Results & Standardizing Measurements
  • 10

    Chapter 10: Advice from Influencers for Brands

    • Lesson 1: Words of Wisdom

    • Lesson 2: Sustaining Relationships

    • Lesson 3: Closing - Contact Susan
  • 11

    Chapter 11: Bonus Chapter! Strategies for Pharma Brands

    • Lesson 1: Meeting the Requirements

    • Lesson 2: Recommended Programs

    • Lesson 3: Case Studies and Strategies

    • Chapter Print Outs

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