Best Practices for Brands to Engage with Influencers and Bloggers

An actionable roadmap for your influencer marketing strategy.

Buy $117.00
Susan Getgood
Senior Vice President, SheKnows Media

What am I going to get from this course?

  • An actionable roadmap for your influencer marketing strategy
  • A model for creating successful sponsored content
  • Guidance for selecting the right influencers for your company
  • Up-to-date information about complying with the FTC endorsement guidelines
  • A unified measurement model for reporting success across all your digital advertising
  • A bonus lesson for healthcare and pharmaceutical companies with strategies for engaging influencers in a regulated environment

Included with your purchase…

Downloadable PDFs of key reference documents from the course:

  • The Media Landscape (Chapter 1, Lesson 1)
  • Shared Values, Common Purpose (Chapter 2, Lesson 2)
  • Sponsored Content Model (Chapter 2, Lesson 2)
  • Platform follows Purpose (Chapter 2, Lesson 3)
  • Influencer Marketing Models (Chapter 3, Lesson 1)
  • Program Model (Chapter 3 Lesson 2)
  • Unified Measurement Model (Chapter 5, Lesson 1)

Course Curriculum

Chapter 1

Chapter 1: Introduction and Background

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  • Video Introduction: The Roadmap
  • Video Lesson 1: What is Real Influence? How did we get here?
  • Video Lesson 2: Digital Changed the Influencer Game
  • Video Lesson 3: The Current Media Landscape
  • Multimedia Chapter 1: Print Out
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5 lessons, 4 Videos + 0 PDF Downloadable Worksheets

Chapter 2

Chapter 2: Media Types, Spends and Forecasts

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  • Video Lesson 1: Definitions of Digital Media Forms
  • Video Lesson 2: Influencers and Bloggers
  • Video Lesson 3: Influencer Landscape in 2018-2020
  • Video Lesson 4: Location & Devices
  • Video Lesson 5: Influencer Trust Barometer & The Marketplace Shift
  • Video Lesson 6: Positive Story Telling Impact for Your Brand
  • Multimedia Chapter 2: Print Outs
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7 lessons, 6 Videos + 0 PDF Downloadable Worksheets

Chapter 3

Chapter 3: Best Practices

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  • Video Introduction: Chapter 3 Overview
  • Video Lesson 1: Verticals and Topics that Appeal to Consumers
  • Video Lesson 2: Content Strategy & Shared Values
  • Video Lesson 3: Three Ways to Integrate Your Brand with Content
  • Multimedia Chapter 3: Print Outs
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5 lessons, 4 Videos + 0 PDF Downloadable Worksheets

Chapter 4

Chapter 4: Platform follows Purpose – The Holy Funnel

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  • Video Lesson 1: Platform Follows Purpose
  • Video Lesson 2: Platform Selection for Female Age Demographics
  • Video Lesson 3: Data, Platforms and Devices…for YOUR Customers
  • Video Lesson 4: Content That Reaches Female Consumers
  • Video Lesson 5: Topics Where Influencers are Trusted Most
  • Video Lesson 6: What Kind of Content Should Your Influencers Be Creating?
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6 lessons, 6 Videos + 0 PDF Downloadable Worksheets

Chapter 5

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

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  • Video Lesson 1: Female Audience Strategy – Multi-platform Approach
  • Video Lesson 2: Video Advantages and Strategy
  • Video Lesson 3: The Growing Popularity of Podcasts for Brands
  • Video Lesson 4: LinkedIn – B2B versus B2C
  • Multimedia Chapter 5: Print Out
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5 lessons, 4 Videos + 0 PDF Downloadable Worksheets

Chapter 6

Chapter 6: Pillar 2 - Community: Scaling with Influencers

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  • Video Lesson 1: Influencers are Customers - It’s About Love!
  • Video Lesson 2: Choosing Influencers for Scale – The Stratification of Influencers & Celebrities
  • Video Lesson 3: Why Do Influencers Engage with Brands?
  • Video Lesson 4: Inside the Mind of an Influencer
  • Video Lesson 5: Influencer Authenticity & Discovery
  • Video Lesson 6: Selecting Influencers
  • Video Lesson 7: Influencer Profile
  • PDF Lesson 8: Scope of Work
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7 lessons, 7 Videos + 1 PDF Downloadable Worksheet

Chapter 7

Chapter 7: Building Your Campaign Strategy

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  • Video Lesson 1: Influencer Marketing Models
  • Video Lesson 2: Channel Choices
  • Video Lesson 3: Amplification & Boost Strategy
  • Video Lesson 4: Multiple Usage of Influencer Content
  • Video Lesson 5: Influencer Marketing Checklist
  • Video Lesson 6: Great Examples of Successful Programs
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6 lessons, 6 Videos + 0 PDF Downloadable Worksheets

Chapter 8

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

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  • Video Lesson 1: The Foundation of Trust: The FTC Guidelines
  • Video Lesson 2: Disclosing Endorsements
  • Video Lesson 3: Endorsement Requirements
  • PDF Lesson 4: FTC Guidance
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3 lessons, 3 Videos + 1 PDF Downloadable Worksheet

Chapter 9

Chapter 9: Pillar 4 - Performance

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  • Video Lesson 1: Benchmarks and Measurement Models
  • Video Lesson 2: Reach & Engagement Assessment in Social Program
  • Video Lesson 3: Unified Measurement Model
  • Video Lesson 4: Cost Per View
  • Video Lesson 5: Results & Standardizing Measurements
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5 lessons, 5 Videos + 0 PDF Downloadable Worksheets

Chapter 10

Chapter 10: Advice from Influencers for Brands

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  • Video Lesson 1: Words of Wisdom
  • Video Lesson 2: Sustaining Relationships
  • Video Lesson 3: Closing - Contact Susan
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3 lessons, 3 Videos + 0 PDF Downloadable Worksheets

Chapter 11

Chapter 11: Bonus Chapter! Strategies for Pharma Brands

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  • Video Lesson 1: Meeting the Requirements
  • Video Lesson 2: Recommended Programs
  • Video Lesson 3: Case Studies and Strategies
  • PDF Chapter Print Outs
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3 lessons, 3 Videos + 1 PDF Downloadable Worksheet

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