1. Explain the ugly social media
marketing problems that an
influencer strategy solves.
Learning objective of Module 1, Lesson 1
2. Avinash Kaushik points out an ugly truth
• Avinash Kaushik says, “Kill all
the organic social media
activity by your company.”
• He explains businesses of all
types, including Google, got
on social media platforms like
Facebook and started pimping.
• “And, all it does is get you 1%
Reach, max, with almost no
engagement,” he points out.
Source: Avinash Kaushik, Occam’s Razor, “Stop All Social Media Activity (Organic) | Solve For A Profitable Reality,” June 7, 2017
3. Creating remarkable content is critical
• 4.6 billion pieces of content
are produced daily.
• That’s why creating remarkable
content is critical to success.
• Creating more low-quality
content merely contributes to
the glut of tweets, videos,
whitepapers, emails, listicles,
Instagrams, webinars,
infographics, podcasts, eBooks,
GIFs, blogs, and memes.
4. Interest in influencer marketing is spiking
Source: Google Trends, social media marketing, influencer marketing, and content marketing, Nov. 29, 2017
5. Definition of influencer marketing
• It is the practice of engaging
internal and industry experts
with active networks to help
achieve measurable business
goals.
• Those who incorporate
influencers into their social
media marketing earn an
average of $6.85 in media
value for every $1 they spend.
Source: Joshua Nite, TopRank Marketing Blog, “What Is Influencer Marketing? Definitions, Examples, and Resources,” May 2016
6. “Influencer marketing is the next big thing”
• As the world has shifted to
social media, consumers look
at fellow consumers to inform
their purchasing decisions.
• Instead of looking at ads, as
they did in the past, they now
look at each other and at their
favorite personalities.
• This is why many believe
influencer marketing to be the
next big thing.
Source: Adweek, “10 Reasons Why Influencer Marketing is the Next Big Thing,” July 14, 2015
7. What is the value of influencer marketing?
• On average, businesses are
making $6.50 in revenue for
each $1 spent on influencer
marketing.
• 70% are earning $2 or more,
and the top 13% are earning
$20 or more.
• But, 30% are either breaking
even or failing to generate a
return on their investment.
Source: Tomoson Blog, “Influencer Marketing Study,” March 10-16, 2015
8. How do you improve the odds of success?
• In this course, you will learn:
• The strategies and tactics for
overcoming the main
challenges when rolling out an
influencer engagement strategy.
• How to develop the business
case for launching an influencer
relations program.
• Why “Keeping Up with the
Kardashians” may not be the
best social media influencer
marketing strategy.
Source: Rutgers Business School Executive Education, “How do we get started with influencing influencers in our marketing campaigns?,” Aug. 8, 2017
9. Quiz: Explain the ugly social media marketing
problems that an influencer strategy solves.