Influencer Marketing Strategy for Brands: Create, Execute and Track Successful Influencer Marketing Campaigns

• Hands-on experience with real-world data sets and advanced analytics tools for making more strategic, profitable decisions at your organization
• An understanding of how predictive models work and which variables matter most for addressing the problems you are trying to solve and achieving your business goals
• The confidence to engage in more productive conversations with data analysts and ask the right questions to drive enterprise-wide impact
• Knowledge of the most common machine learning methods and how they are used to improve marketing models
• The ability to leverage historical data to train and retrain models so that they are highly functional to grow your marketing effectiveness and your business

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.

• Recognize the importance of influencer marketing
• Identify key misconceptions in influencer marketing
• Differentiate between influencer marketing and social media advertising
• Distinguish between attention and influence while marketing a product or service
• Understand why influencer marketing matters for both B2B and B2C
• Understand the different theories of influence and influencer marketing

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.”

• Learn the history and rise of influencer marketing
• Understand the nature of influence and ways of classifying influence
• Weigh the pros and cons of different categories and types of influence
• Understand the various ways influencer impact can be leveraged across the business

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.

• Learn the three-step influencer code as a strategic framework for successful influencer marketing
• Differentiate between goals and objectives and the strategy to achieve the ultimate goal
• Leverage the SMART framework to create an objective that supports the ultimate marketing goal
• Map the customer journey as it relates to influencer interactions
• Apply the 3Bs framework to analyze influencer marketing campaigns (brand, buzz, and behavior)

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.

• Analyze ways to understand the target audience using the BAM (Behaviors and Motivations) approach
• Identify the basic principles of social listening platforms
• Understand relevant metrics of influence for measuring social influence
• Learn the steps for implementing social listening and social influence tools

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.

• Understand the different methods for finding influencers
• Learn the importance of observing influencers
• Understand the five-factor framework for selecting a potential influencer
• Leverage the five factors to evaluate the effectiveness of an influencer
• Evaluate and deconstruct the concept of "fake influence" in marketing

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.

• Identify what brand ambassadors are and their role in marketing a product or service
• Understand why engaging with an influencer can be challenging
• Learn how to convert an “ask” into an opportunity
• Analyze the value proposition for the brand and for the influencer
• Understand best practices for engaging influencers

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 that help ensure a successful relationship.

• Understand why influencer agreements are so critical -
• Learn how to create an influencer agreement for a campaign or partnership -
• Learn the elements of an influencer agreement and the partnership agreement that will set up an influencer relationship for success

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.

• Learn why measurement is one of the biggest challenges in influencer marketing
• Identify common mistakes in measurement and reporting
• Apply the High-Impact Influencer Marketing (HIIM) model for influencer marketing
• Utilize three questions to create a compelling results narrative
• Predict the future of influencer marketing, from technology to the future of influencer/brand relationships

Final Capstone Project Participants will apply the cumulative learning over the course of eight weeks to the final capstone project. You will choose an organization, product, or cause of your choice for which you will create a cohesive influencer marketing campaign. The program offers personalized feedback for select assignments and for the final project.

Mohanbir Sawhney - McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation

What is the program about?

Influencer Marketing Strategy for Brands: Create, Execute and Track Successful Influencer Marketing Campaigns is designed to introduce strategies and frameworks that can be used to measure and improve the performance of your influencer marketing efforts.

What is the learning experience?

Your learning experience will consist of frameworks delivered via video lectures, live webinars, real world examples and case studies, application of frameworks through weekly activities, customized assignments and quizzes, discussion boards, and faculty engagement. The program culminates with a capstone project, bringing together all of the key concepts from the program.

What is the program format?

The program consists of 8 modules delivered over 2 months online. Learners can expect to dedicate 4-6 hours per week to watch videos, complete assignments and participate in discussions. Modules are opened at the beginning of each week and have quizzes/assessments at the module’s conclusion. Learners may choose to engage with the program module all in one sitting or in smaller segments of time throughout the week. While the modules do not close, access to assignments is closed each week.

Could a learner choose to opt out of some topics?

No. This is an online program in which a topic module is introduced each week and the learner is expected to watch the video lectures, participate in the live webinars, complete the exercises/activities and take the self-study quiz at the end of each week to progress to the subsequent week’s topic.

Are any of the sessions delivered in real time (live)?

There will be live webinars, led by faculty and/or subject matter experts, delivered during the course of the program via a video conferencing platform. These sessions provide learners an opportunity to listen and ask questions; while they are valuable in enhancing the overall experience, attendance is not mandatory. All live sessions are recorded for later viewing.

What methods will be used for grading and evaluations?

Kellogg program leaders will review and give feedback on assignments, discussions and exercises to determine participants’ understanding of the material.

How much time is allocated to complete assignments?

The due date for submitting assignments is typically within 7 days of the module opening, but can be as long as 14 days, depending on the scope of the assignment. However, learners may request deadline extensions to accommodate business and personal conflicts that may arise during the program timeframe. Reach out to the program leader to discuss any challenges you may have in completing assignments.

Can participation in this program be counted as credit toward a degree, either at Kellogg, Northwestern University or another academic institution?

No. Executive Education offers only non-degree programs and each participant receives a certificate of completion at the end of the program. This certificate does not count as credit toward a degree. In addition, at this time, our online programs do not count as credit toward a Kellogg Executive Scholar Certificate.

Does the program offer community engagement for learners?

Yes, participants can create a profile, connect and collaborate with peers, and interact with academic/industry experts such as program leaders and teaching assistants. Office hours will be held during the program and all participants are welcome to join in with questions or to discuss assignments.

What are the requirements for accessing the program?

Participants will need the following to access the Customer Loyalty program:

• Valid email address
• Computing device connected to the internet (Mac/PC/laptop, tablet or smartphone)
• The latest version of your preferred browser to access our learning platform (Chrome and Firefox are preferred for accessing Canvas)
• Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts
• Additional software and resources may be required for certain programs – this will be communicated upon registration and/or at the beginning of the program

PLEASE NOTE: Google, Vimeo and YouTube may be utilized in the program delivery

Does the program offer a certificate?

Yes. Participants will receive a digital certificate of completion from Kellogg following a successful conclusion to the program. Since this program is graded as a pass or fail, participants must receive an 80% to pass and obtain the certificate. This digital certificate can be shared with colleagues and posted on LinkedIn. (PLEASE NOTE: We do not provide reports of assessments, or “transcripts,” since this is a non-degree program.)

Who is Emeritus and what is their relationship with Kellogg Executive Education?

Kellogg Executive Education is partnering with Emeritus Institute of Management, an online education provider, to develop and deliver this program. By working with Emeritus, we are able to provide broader access to Executive Education, beyond our on-campus offerings, in a collaborative and engaging format that is consistent with Kellogg’s standard of quality.

Additional questions?

Please contact us by calling 847-467-6018 or email us at execedonline@kellogg.northwestern.edu.