This document provides an introduction to an online course on Influencer Marketing Strategy taught by Greg Jarboe. The course will teach strategies and tactics for creating influencer marketing plans for various organizations using the two-step flow model of communication. Students will learn how to calculate the return on investment of influencer marketing campaigns and create a final influencer marketing strategy project. The course is designed for professionals with some marketing experience but not for complete beginners. Forum support from course mentors is encouraged.

1. Welcome to this course on
Influencer Marketing Strategy
Greg Jarboe
Instructor
Rutgers Business School Executive Education

2. Hello, I’m Greg Jarboe
• I’m the president of SEO-PR.
• Co-founded in 2003, my agency
combines search engine
optimization with public
relations.
• I’m the author of the book,
YouTube and Video Marketing.
• I’m also one of the 25 gurus
profiled in Michael Miller’s
book, Online Marketing Heroes.

3. I’m excited to teach this course
• I’ve been an instructor in the
Rutgers Mini-MBA program
since 2010.
• And I’ve taught a module on
“Engaging Influencers through
Social Media” since 2013.
• Now, I’m excited to teach this
massive open online course on
Influencer Marketing Strategy.

4. This course is about strategy and tactics
• This course is about strategy.
• You will learn how to create one
for a wide variety of B2B, B2C,
and nonprofit organizations
using the two-step flow model
of communication.
• It’s also about tactics.
• “Strategy without tactics is the
slowest route to victory. Tactics
without strategy is the noise
before defeat.”

5. What is the value of taking this course?
• You’ll learn if it’s worth paying
Kim Kardashian West up to
$500,000 for a single
sponsored post on Instagram.
• I’ll teach you how to calculate
the number of orders for a 3-
month supply of vitamins that
Kim’s #ad had to generate for
SugarBearHair to get a return
on its marketing investment.
Source: Sarah Karmali in Harper’s Bazaar UK, “This Is How Much the Kardashians Get Paid for One Instagram Post,” March 17, 2017

6. This course is not for beginners
• But, it is a good fit if learners
already know the basics of
social media marketing or
content marketing.
• And it’s a great fit if you’ve
already completed Coursera’s
beginner specializations in
either Social Media Marketing
or Content Strategy for
Professionals.

7. This course is for managers and professionals
• This intermediate course is
designed for managers and
professionals with a college
degree in communications or
marketing, plus 2,000 hours of
experience at B2B, B2C, or
nonprofit organizations.
• But, it’s also appropriate for
individuals who are currently in
college or unemployed job
seekers.

8. The purpose of your final project
• Your final project for this
course is to create an
Influencer Marketing Strategy.
• The purpose of this project is
to give you a concrete artifact
to demonstrate your mastery
of new competencies and
skills to either the executives
in your current organization or
to prospective employers.

9. Let me provide a tip for success
• Use the forums to get support
from Coursera Mentors.
• They’re volunteers who’ve
passed this course with a good
grade and have an exemplary
forum participation record.
• They’ve also completed a
training course that covers the
best practices for explaining
concepts, giving feedback, and
encouraging discussion.