Influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals.

This course is about strategy. Although there is no all-purpose, one-size-fits-all influencer marketing strategy template, you will learn how to tailor one for a wide variety of B2B, B2C, and nonprofit organizations using the two-step flow model of communication. But this course is also about tactics. I believe, “Strategy without tactics is the slowest route to victory.

Tactics without strategy is the noise before defeat.” So, you will learn both in this 6-week long course. Your final project for this course is to create a pitch deck for a social media influencer strategy. The purpose of your final project is to give you a concrete artifact that you can use to demonstrate your mastery of new competencies and skills to either the executives in your current organization or to prospective employers.

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Week 01: Influencer Marketing Strategy Coursera Quiz Answers

Quiz 01: Explain the ugly social media marketing problems that an influencer strategy solves

Q1. Why should you kill all the organic social media activity by your company? (Select all that apply.)

• Real humans on social platforms are turned off by most posts by most companies.
• Overtly or covertly pimping your company or products on social media is not cheap.
• Most posts get low engagement rates (i.e. Applause, Conversation, or Amplification rates).
• Most brands get less than 1% reach via their organic contributions on social platforms.
• You have better alternatives to drive short- and long-term profitability for your company.

Q2. Why creating more content isn’t likely to solve this ugly problem? (Select the correct answer.)

• 4.6 billion pieces of content are already produced daily, so adding more doesn’t work.
• I can’t find subject matter experts in my industry who can write about my brand or business.
• Someone told me that content marketing has slid into the trough of disillusionment.
• I heard that Google declared “guest blogging is done; it’s just gotten too spammy.”
• Creating more low-quality content would work, but it takes time to produce results.

Q3. Which of these topics has seen a significant spike in worldwide web search interest since Jan. 1, 2016: Social media marketing, influencer marketing, or content marketing? (Enter short phrase.

Q4. What is one of the reasons why influencer marketing is the next big thing? (Select all that apply.)

• Consumers are tired of paid ads.
• It’s targetable and trackable.
• It helps your SEO.
• It’s powerful.
• It’s social.

Q5. What is the value of influencer marketing? (Select all that apply.)

• The top 13% of businesses are earning $20 or more for every $1 spent on influencer marketing.
• 70% of businesses are earning $2 or more for every $1 spent on influencer marketing.
• Businesses are making $6.50 for every $1 spent on influencer marketing.
• 30% of businesses are either breaking even or failing to generate a return on investment.

Quiz 02: Describe the main challenges when rolling out an influencer engagement strategy.

Q1. What are the 3 main challenges when rolling out an influencer engagement strategy? (Select all that apply.)

• Measure the performance of your programs.
• Find budget for your campaigns.
• Identify the right influencers.
• Find the right engagement tactics.
• Automate your engagement processes.

Q2. Why is identifying the right influencers so challenging? (Select the correct answer.)

• Influencers often exaggerate their reach as well as their influence over potential buyers.
• Influencers often use spam filters to keep unwanted emails from getting through.
• At daily newspapers, the total newsroom workforce has been cut by more than 40% since 2007.
• Influencers often have people who screen their calls before letting someone talk with them.
• Influencers often have pseudonyms to protect themselves from retribution for what they write.

Q3. Why is finding the right engagement tactics so challenging? (Select all that apply.

• Some engagement tactics may not work.
• If it were easy, then influence marketing would be a minimum wage job.
• Influencer engagement is a 2-way street where both parties need to see the value for it to work.
• Some engagement tactics only work once.
• The toolset to support engagement is still very rudimentary.

Q4. Why is measuring the performance of your programs a challenge? (Select all that apply.)

• Just because you can measure just about anything, doesn’t mean that you should.
• A KPI is a metric that helps you understand how you are doing against your objectives.
• For reporting to top level executives, use bottom of the funnel (BoFu) KPIs.
• For reporting to mid-level managers, use middle of the funnel (MoFu) KPIs.

Q5. Why is measurement key to bigger budgets for influencer marketing? (Select the correct answer.)

• Executives need to prime the pump: Marketers need bigger budgets and more resources before they can build a proof-of-concept and make the case for influencer marketing’s importance.
• Marketing is a faith-based initiative; if C-Suite doesn’t believe it will work, then even the most imaginative social media influencer marketing strategy is never going to fly.
• All the bean counters who insist on measurement before allocating bigger budgets for influencer marketing should be rounded up and put into the Department of Sales Prevention.
• In the “Mad Men” era, executives didn’t worry about measurement before spending bigger budgets on advertising than we’re asking for influencer marketing; they trusted their gut.
• If influencer marketing can’t prove that it generates the economic value that would make it a strategic priority, then it will continue to have difficulty getting more than a shoestring budget.

Week 02: Influencer Marketing Strategy Coursera Quiz Answers

Quiz 01: Illustrate why creating content worth sharing or ideas worth spreading are also key.

Q1. What is the hypodermic needle model of communication? (Select all that apply.)

• Who?
• Says what?
• In which channel?
• To whom?
• With what effect?

Q2. Who did the hypodermic needle model of communication ignore? (Select all that apply.)

• William Randolph Hearst.
• Individuals called “opinion leaders” by sociologists.
• The “Mad Men” of Madison Avenue.
• Individuals called “influencers” by marketers.
• Joseph Goebbels

Q3. Sociologists found a 2-step flow of communication during their study of which presidential election: 1940, 1944, or 1948? (Enter short phras

Q4. What are the elements of the second step of the 2-step flow model, which involves the spread of interpersonal influence from opinion leaders to their followers? (Select all that apply.)

• Who?
• Says/shares what?
• In which channel?
• To/with whom?
• With what effect?

Q5. After watching the 10 winners of TED’s 2014 Ads Worth Spreading challenge, which ads communicate ideas in an exceptionally powerful way? (Select all that apply.)

• Google Earth: “Saroo Brierly: Homeward Bound.”
• Guinness: “Basketball.”
• Dove: “Camera Shy.”
• Adobe: “Click, Baby, Click!”
• P&G: “Thank You Mom | Pick Them Back Up.”

Quiz 02: Watch the Super Bowl 2018 Edition of Unruly’s Ad Effectiveness Chart, which ranks ads based on their EQ scores – a combined metric that scores ads on their likely emotional, social and business impact

Q1. Which emotional responses made Toyota’s “Good Odds” the most effective ad from the 2018 Super Bowl? (Select all that apply.)

• Authenticity.
• Inspiration
• Amazement.
• Credibility.
• Happiness
• Warmth.

Q2. Was NFL: Touchdown Celebrations To Come one of the top 12 ads in Unruly’s 2018 Super Bowl Effectiveness Chart?

• Yes.
• No.

Q3. Was Amazon: Alexa Loses Her Voice one of the top 12 ads in Unruly’s 2018 Super Bowl Effectiveness Chart?

• Yes.
• No.

Q4. Was Tourism Australia’s Dundee one of the top 12 ads in Unruly’s 2018 Super Bowl Effectiveness Chart?

• Yes.
• No

Q5. Was Kia’s Feel Something again one of the top 12 ads in Unruly’s 2018 Super Bowl Effectiveness Chart?

• Yes.
• No.

Week 03: Influencer Marketing Strategy Coursera Quiz Answers

Quiz 01: Diagram Traackr’s methodology for identifying social media influencers in a topic area.

Q1. Which of the following metrics does Traackr use for identifying social media influencers in a topic area? (Select all that apply.)

• Resonance.
• Authority.
• Relevance.
• Reach.
• Reply ratio.

Q2. Which audience metrics does Traackr’s reach algorithm take into account? (Select all that apply.)

• YouTube subscribers.
• Linkedin connections.
• Pinterest followers.
• Twitter followers.
• Instagram followers.
• Blog traffic.
• Facebook fans

Q3. Which engagement factors does Traackr’s resonance algorithm take into account? (Select all that apply.)

• Facebook talking about.
• Instagram likes & comments rates.
• Blog linkbacks.
• Twitter retweet-rate.
• YouTube likes & comments rates.

Q4. Which contextual measures does Traackr’s relevance algorithm take into account? (Select all that apply.)

• Keyword frequency (rare terms weight more).
• Number of posts found.
• Where keywords match (title matches weights more).
• Platform type (blog post weight more than tweets).
• How recent are the posts (recent weights more).
• Number of keyword mentions.

Q5. Do Reach and Resonance , which are based on an individual’s profile, tend to remain the same even in different topics, while Relevance, which is dependent on keywords, will vary across different topics? (Select the correct answer.)

• Yes.
• No.

Quiz 02: Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.

Q1. What does the Tubular Labs website say that DealMaker tracks? (Select all that apply.)

• 30k campaigns.
• 15k content partners.
• 140k sponsored videos.
• 15k brand sponsors.

Q2. Have 57% of consumers made a purchase based solely on an online influencer recommendation? (Select the correct answer.)

• True.
• False.

Q3. Who dominates the social video ecosystem? (Select the correct answer.)

• Media & entertainment companies.
• Influencers.
• Brands.

Q4. Do media companies drive views, while influencers drive engagement? (Select the correct answer.)

• Yes, this is generally true.
• No, this is generally false.

Q5. Which of the following is one of Tubular’s 5 principles of influencer marketing? (Select all that apply.)

• Learn, iterate, and advance.
• Bethany Mota not Tina Fey.
• Spend on promotion, not on production.
• Program differently for each major platform.
• Evergreen not viral content.

Week 04: Influencer Marketing Strategy Coursera Quiz Answers

Quiz 01: Analyze 9 types of influence to find the best engagement tactics for these influencer categories.

Q1. What is the right engagement tactic for Celebrities? (Select the correct answer.)

• Find them sponsorship opportunities.
• Help them grow their network.
• Help them build their reputation and SEO.
• Present new data and help them build the base of knowledge they need to perform their job.
• Create value for their community.

Q2. What is the right engagement tactic for Authorities? (Select the correct answer.)

• Present new data and help them build the base of knowledge they need to perform their job.
• Give them access and listen.
• Help them build their reputation and SEO.
• Help them grow their network.
• Create value for their community.

Q3. What is the right engagement tactic for Connectors? (Select the correct answer.)

• Bring them in for their expert advice.
• Present new data and help them build the base of knowledge they need to perform their job.
• Give them access and listen.
• Help them grow their network.
• Help them build their reputation and SEO.

Q4. What is the right engagement tactic for Personal Brands? (Select the correct answer.)

• Bring them in for their expert advice.
• Help them build their reputation and SEO.
• Give them access and listen.
• Present new data and help them build the base of knowledge they need to perform their job.
• Engage them in a healthy debate, but never play against home court.

Q5. What is the right engagement tactic for Analysts? (Select the correct answer.)

• Engage them in a healthy debate, but never play against home court.
• Boost their readership with a juicy story and exclusives.
• Present new data and help them build the base of knowledge they need to perform their job.
• Bring them in for their expert advice.
• Give them access and listen.

Q6. What is the right engagement tactic for Activists? (Select the correct answer.)

• Give them access and listen.
• Bring them in for their expert advice.
• Find them sponsorship opportunities.
• Engage them in a healthy debate, but never play against home court.
• Boost their readership with a juicy story and exclusives.

Q7. What is the right engagement tactic for Experts? (Select the correct answer.)

• Find them sponsorship opportunities.
• Engage them in a healthy debate, but never play against home court.
• Create value for their community.
• Bring them in for their expert advice.
• Boost their readership with a juicy story and exclusives.

Q8. What is the right engagement tactic for Insiders? (Select the correct answer.)

• Boost their readership with a juicy story and exclusives.
• Help them build their reputation and SEO.
• Find them sponsorship opportunities.
• Engage them in a healthy debate, but never play against home court.
• Create value for their community.

Q9. What is the right engagement tactic for Journalists? (Select the correct answer.)

• Present new data and help them build the base of knowledge they need to perform their job.
• Create value for their community.
• Find them sponsorship opportunities.
• Boost their readership with a juicy story and exclusives.
• Help them build their reputation and SEO.

Quiz 02: Test engagement best practices and use influencer outreach tactics that work often

Q1. What is the term the instructor coined to describe the process of making casual conversation with influential individuals: Influencer marketing, schmooze optimization, or influence 2.0? (Enter short phrase

Q2. When the instructor pitched the Jill Carroll Story, what did CNN, MSNBC, Yahoo News, The Huffington Post, and Boing Boing all ask him: “Who is Jill Carroll?”, “Will this story hold until after Labor Day?”, or “Do you have any video?” (Enter short phrase.

Q3. What did Orabrush create that convinced Rob Beschizza of Boing Boing to write a funny item about their tongue scraper: Unlisted video, viral video, or trending video? (Enter short phrase.

Q4. When Will Keenan worked at Marketer Studios, what engagement tactics did he use to convince the instructor to cover the launch of PoliPop, YouTube’s first entertainment and politics network? (Select all that apply.)

• He asked the owner of the restaurant to take a photo of him worshiping at the instructor’s feet.
• He asked the instructor to autograph a copy of YouTube and Video Marketing.
• He revealed that he had starred in the sci-fi comedy film, The Ghastly Love of Johnny X.
• He bought the instructor dinner at a restaurant in San Francisco.
• He smuggled the instructor the new YouTube Creator Playbook.

Q5. What engagement tactics did Jeffrey Harmon use to convince the instructor to write a blog post about a new ad that Harmon Brothers had created for Squatty Potty? (Select all that apply.)

• He sent an email that opened, “We just made a new ad campaign public.”
• His email included an animated gif of “a Unicorn Pooping Rainbow Ice cream.”
• He added that the teaser for the video had achieved this “without a single dollar in spend.”
• He disclosed, “Our teaser for the video got 20k organic social shares in the past couple of days.”
• He continued, “It is going to be kinda big and I wanted to let you see it.

Q6. What engagement tactic did BlitzMetrics use to generate ticket sales for the Golden State Warriors game against the Cleveland Cavaliers on Christmas Day? (Select all that apply.)

• They used Twitter’s Quick Promote to promote 2 tweets in the metro area they wanted to target.
• They boosted 2 Facebook posts to a Custom Audience of more than 1,000 sports journalists, bloggers, and influencers.
• They promoted 2 YouTube videos to custom affinity audiences so that rather than reaching Sports Fans, they targeted avid basketball fans instead.
• They created 2 Promoted Pins on Pinterest to help people find the products and services that are right for them.
• They promoted 2 posts on Instagram to an audience based on the types of customers they wanted to reach.

Week 05: Influencer Marketing Strategy Coursera Quiz Answers

Quiz 01: Compare gross rating points (GRPs), advertising value equivalency (AVE), and brand lift.

Q1. If brand awareness is one of your goals, then what should you do? (Select all that apply.)

• Measure brand lift.
• Measure purchase intent.
• Assume that all posts by influencers increase brand awareness.
• Assume that any increase in brand awareness also increases purchase intent.
• Hope that no one asks you how much you have increased brand awareness this quarter.

Q2. Are gross ratings points (GRPs) bogus metrics? (Select the correct answer.)

• No, your agency can tell you how many GRPs you need to sell a car.
• No, they measure advertising impact.
• Yes, as the instructor’s father learned in 1987, when he was the director of marketing at Oldsmobile.
• No, they are the percent of the target market reached multiplied by the exposure frequency.
• No, they are a standard measure in advertising.

Q3. Is advertising value equivalency (AVE) a bogus metric? (Select the correct answer.)

• Yes, as the instructor learned in 1986, when he was the director of corporate communications at Lotus Development Corporation.
• No, it is able to put a dollar value on news coverage or earned media, and, by extension, allows influencer relations people to compare their results with advertising or paid media.
• No, we hear all the time from people who have bosses or clients who demand it.
• No, it is the column inches (in the case of print) or seconds (in the case of broadcast media) multiplied by the respective medium’s advertising rates (per inch or per second).
• No, it has been around for many years.

Q4. Is brand lift one of the right KPIs to use? (Select all that apply.)

• Yes, it measures lifts in consideration.
• Yes, it measures lifts in brand awareness.
• Yes, it measures lifts in purchase intent.
• Yes, it measures lifts in brand interest.
• Yes, it measures lifts in favorability.

Q5. Can you use Google Surveys to measure brand lift? (Select all that apply.)

• No. You have this confused with Facebook brand lift studies, which can help advertisers understand how well their brand campaign resonated with people through the use of polling.
• Yes. In fact, Google’s Brand Lift solution is powered by Google Surveys, which enables you to get fast, reliable insights from consumers across the internet and on mobile devices.
• No. You have this confused with Nielsen Digital Brand Effect, which measures brand lift, including shifts in consumer awareness, attitudes, favorability, intent, or preference.
• Yes. You can use Google Surveys to measure brand awareness and purchase intent before and after an influencer marketing campaign.
• No. Google’s Brand Lift solution only measures the direct impact that your YouTube ads are having on perceptions and behaviors throughout the consumer journey.

Quiz 02: Assess applause, conversation, and amplification rates as the “best social media metrics.”

Q1. Which examples did Avinash Kaushik use to illustrate why you should “kill all the organic social media activity by your company”? (Select all that apply.)

• He showed a Facebook post by Cisco that got “no value” from their organic social media efforts or “negative returns” if you account for their people, tools, agency, and leadership investments.
• He showed a Facebook post by Chick-fil-A, which “could buy the most remnant TV inventory on a channel least watched by humans during the middle of the night and get better reach.”
• He showed a Facebook post by ProjectManager.com, which got “better performance” than Expedia, Cisco, and Chick-fil-A, but not enough to justify using it’s precious marketing dollars on.
• He showed a Facebook post by Expedia that got “insanely lame” Likes, Comments, and Shares; “More people walk into the Expedia lobby in Bellevue, WA, every second of every minute.”
• He called the Facebook page for Google Small Business see “a complete disaster with not a single post in the last six months being of even five seconds of value to any small business.”

Q2. Which metric indicates how many likes each of your posts has received on average: Applause rate, conversation rate, or amplification rate? (Enter short phrase.

Q3. Which metric indicates how many comments/replies each of your posts has received on average: Applause rate, conversation rate, or amplification rate? (Enter short phrase.

Q4. Which metric indicates how many times on average each of your posts was shared or retweeted: Applause rate, conversation rate, or amplification rate? (Enter short phrase.

Q5. What are some of the features of TrueSocialMetrics? (Select all that apply.)

• TrueSocialMetrics tracks conversation rates across your blog as well as your Facebook, YouTube, Twitter, Instagram, Pinterest, LinkedIn, Tumblr, Vimeo, SlideShare, and Google+ accounts.
• TrueSocialMetrics tracks amplification rates across your blog as well as your Facebook, YouTube, Twitter, Instagram, Pinterest, LinkedIn, Tumblr, Vimeo, SlideShare, and Google+ accounts.
• TrueSocialMetrics tracks applause rates across your blog as well as your Facebook, YouTube, Twitter, Instagram, Pinterest, LinkedIn, Tumblr, Vimeo, SlideShare, and Google+ accounts.
• TrueSocialMetrics lets you compare your results against your competitors, so you can analyze their posting strategy, social media campaigns, followers, and learn their best practices.
• TrueSocialMetrics enables you to identify the most powerful social influencers for your business and the most engaged users who can become your brand advocates.

Week 06: Influencer Marketing Strategy Coursera Quiz Answers

Quiz 01: Calculate the return on marketing investment (ROMI) of an influencer program.

Q1. If Kim Kardashian West charges SugarBearHair $500,000 for a single Instagram post, a 3-month supply of the company’s Gummy Hair Vitamins costs $80, and SugarBearHair’s contribution margin is 50%, then how many orders does Kim’s post have to generate for the company to get an ROMI of 1?

• The ROMI can’t be calculated.
• 12,500.
• 6,250.
• It depends on how many views Kim’s post gets.
• 25,000.

Q2. If a brand identified 10 micro influencers and paid them an average of $25,000 apiece to create sponsored content that generated $3 million in orders with 50% margins, then what would its ROMI be? (Select the correct answer.)

• This is a trick question because 69% of marketing and communications professionals worldwide can’t find the right engagement tactics.
• This is a trick question because 75% of marketing and communications professionals worldwide can’t even identify the right influencers let alone the right micro influencers.
• This is a trick question because 53% of marketing and communications professionals worldwide can’t measure the performance of their programs.
• This is a trick question because it assumes that 10 micro influencers can create sponsored content that generates $3 million in orders with 50% margins.
• The brand’s ROMI would be 5.

Q3. If an influencer marketing campaign cost Rutgers Business School Executive Education (RBSEE) $2,497 to launch a new Mini-MBA: Supply Chain in a Digitized Network course, the in-class program cost $4,995 to attend, and a scientific wild-ass guess (SWAG) of the contribution margin is 50%, then how many extra “butts in seats” does RBSEE need to get an ROMI of 5? (Select the correct answer.)

• This is a trick question because the contribution margin is just a SWAG.
• This is a trick question because you can’t track the registrations generated by each blogger, journalist, or influencer’s post in Google Analytics.
• This is a trick question because only a small number of bloggers, journalists, and influencers create or share content in this topic area.
• This is a trick question because an influencer marketing campaign costs more than $2,497.
• 6 new registrations or, to use the vernacular, half a dozen extra “butts in seats.”

Q4. When Susan Fourtané of EBN asked to interview an instructor in the new Supply Chain course, why was it sent up with Glen Gilmore, a Forbes Top 20 Social Media Influencer? (Select the correct answer.)

• Glen has been named one of the “Top 30 Internet of Things Experts” by Inc.
• Glen has been called a “Twitter Powerhouse” by the Huffington Post, with over 300,000 followers, and was more likely to tweet about the EBN interview when it was published.
• None of the other instructors for the course had gone through media training yet.
• Glen was the only instructor available at the time; the other instructors were busy.
• Glen was the first to respond to a series of urgent emails about the media opportunity.

Q5. Why should the people who read press releases be considered influencers? (Select all that apply.)

• Because journalists read press releases.
• Because bloggers read press releases.
• Because some of the people who read press releases will share them with their social networks.
• Because some of the people who read press releases will share them via email with their friends, family, and colleagues.
• They should not be considered influencers because reading press releases isn’t normal behavior.

Quiz 02: Develop the business case for launching a series of influencer marketing campaigns.

Q1. How does being able to calculate ROMI enable you to develop a persuasive business case for a new social media influencer marketing campaign? (Select the correct answer.)

• It steals the thunder from sales, which has been taking credit for closing leads that marketing has generated for years.
• It uses a formula that your CFO may not know in order to justify a buzzword that your CEO may have heard about.
• Marketing is no longer just an expense; it’s a strategic investment that can generate a measurable return.
• It demonstrates that you can use your left brain to rationalize what your right brain really wants to do anyway.
• It throws social media marketing and content marketing under the bus in order to shift their budgets into influencer marketing.

Q2. Why should I use Indeed.com before building a budget from the ground up? (Select all that apply.)

• When an executive asks if you can get by with a smaller budget, you can justify the cost of hiring someone with the right level of experience to launch a new influencer marketing campaign.
• If you don’t, then you might get your influencer marketing budget approved and then discover that you can’t afford to hire someone with the right level of experience to implement it.
• About 50% of most marketing budgets are allocated to salaries, so you need to know the salary ranges for influencer marketing jobs with commuting distance in order to build a budget.
• In order to build a 3-year plan from the ground up, you need to know the salary ranges for entry-, mid-, and senior-level influencer marketing jobs in order to staff your department.
• When an executive asks if you can provide even more bang for the buck, you can keep his or her expectations realistic about what influencer marketing can achieve over a 3-year period.

Q3. What is the best explanation for agencies charging more for the same people than it would cost for their client to hire: We found them first, we need to make a profit, or we have specialized skills? (Enter short phrase.

Q3. What makes it possible to turn influencer marketing into a profit center? (Select all that apply.)

• We have learned how to measure the performance of your programs with the appropriate KPIs.
• We have learned how to use 3 different tools to identify the right influencers for a campaign.
• We have learned that, by definition, influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals.
• We have learned that most influencers consistently create relevant and valuable content that is significantly more remarkable and engaging than the content typically created by most brands.
• We have learned the right engagement tactics are different for different types of influencers.

Q5. What is the best reason to find enough of the right micro influencers to create sponsored content: Lower costs, more revenue, or higher profits?

Conclusion:

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This course is intended for audiences of all experiences who are interested in learning about new skills in a business context; there are no prerequisite courses.

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