UPGRADE YOUR MARKETING SKILLS AND
Learn Data-driven Influencer Marketing
Influencer marketing can deliver up to 11 times the return. Learn to execute successful campaigns through finding relevant influencers, good planning and meaningful measurement with this 3-hour online video course.
Siim Säinas
Principal Researcher & Founder
Become a data-driven influencer marketer
Let’s be honest, influencer marketing is a mess.
Brands are getting real returns from influencer marketing and fuelling the industry’s exponential growth. At the same time, Wired reports the soon $10B industry is costing brands already $1.3B in fake engagements.
How can you as a marketer successfully navigate this industry while delivering returns to the business?
Chances are, you are here because of this same question. And you’re not alone. I have worked both with Fortune100 companies and small businesses who all struggle yet see the opportunity. This is why I have spent the last 2 years putting together this online course.
I will share the process of data-driven influencer marketing for you to confidently build your brand and deliver business results.
Neck deep in Social Media since 2009
“I was surprised by the comprehensive content offered by this course. Great case studies of Selena Gomez and Adidas, supported with campaign planning templates and a lot of reading materials. The course structure is also great, which provides a step-by-step guide on influencer marketing.”
“This Influencer Marketing course was an eye-opener to me. The course gave me extremely valuable insights regarding what it really looks like from the marketer’s point of view and how the overall Influencer Marketing process could be optimized to get the best results with a minimum possible risk.”
“Really knowledgeable presenter who clearly has experience. Easy to digest information based on evidence. Overall a great resource.”
“Siim is a world-class expert in social media and analytics, with talent in organizing and transforming social data into business-centric consumer insights.
In a world where social media effectiveness is constantly challenged, Siim identifies and flips relevant consumer data, and creates leading-edge consumer and business insights, really helping marketing managers to differentiate from the competition.”
“Siim and the work he’s been doing in the analytics space has always been ahead of its time and enlightening. Someone who easily becomes a friend because of his sincerity and commitment to what’s important, it’s been a pleasure knowing and working with Siim. His expertise is a crucial addition to all digital projects and I believe he is invaluable to the businesses he leads.”
“Been working with him for almost 3 years and still have a lot to learn. He always listens and offers solutions, that’s what makes him stand out and stay one of the best consultants I’ve ever worked with!”
This is what you will learn
I designed this course to help you:
Understand the influencer marketing landscape and know when influencers are a good fit for your campaigns.
Learn how to plan well, avoid common mistakes, and set yourself up for the best possible ROI.
Learn how to identify and choose the best influencers to work with to tell unique brand stories.
Limit business risk through good compliance and amplify influencer assets to maximize reach.
Measure influencer effectiveness for both brand and direct response objectives to know whom to build long term relationships with.
Course Syllabus
slides in 10 Chapters from writing a campaign brief to measurement.
of video packed with relevant trends, case studies and learnings from the world’s best brands.
practical templates for you to elevate your next influencer campaign and deliver brand engagement, intent and sales for your business.
INTRODUCTION
Chapter 1
- What is influencer marketing?
- What has changed in marketing?
- When NOT to do influencer marketing?
CAMPAIGN PLANNING
Chapter 2
- Different types of influencers.
- How to write a great brief?
- Campaign brief walkthrough.
SOCIAL MEDIA MEASUREMENT
Chapter 3
- Paid, Owned, and Earned Social Media.
- Measuring engagement of existing users.
- Measuring awareness of new users.
BEST INFLUENCER CAMPAIGNS
Chapter 4
- From 30K to a 228M with influencers.
- How Reebok established in a new category?
- 10 lessons from great campaigns.
IDENTIFYING INFLUENCERS
Chapter 5
- Data-driven influencer discovery.
- Data-driven influencer shortlisting.
- Using an influencer discovery tool.
SYNERGY & BRAND FIT
Chapter 6
- Why do influencers work with brands?
- How to evaluate brand and influencer fit?
- How to stay safe from risky influencers?
THE VALUE EXCHANGE
Chapter 7
- What do brands and influencers want?
- How to work with influencers long-term?
- What are the ways of exchanging value?
COMPLIANCE & CONTRACTS
Chapter 8
- Which posts are compliant vs not compliant?
- FTC and ASA about influencer marketing.
- Marketer’s tasklist to stay safe.
AMPLIFYING CONTENT
Chapter 9
- Achieving reach and frequency.
- Amplifying on Facebook & Instagram.
- What are the limitations of paid social?
MEASURING CAMPAIGNS
Chapter 10
- What should I measure?
- Brand and direct response metrics.
- How to report to senior stakeholders?
Meet your instructor
Siim Säinas
Principal Researcher & Founder of BrandHero
- 11 years in Social with over 170 brands in more than 1,500 research and analytics projects.
- Worked with brands like Pepsi, Intel, H&M, VISA, and Google. Effectiveness of advertising using social media data featured in the New York Times.
- Established a method for WFA (World Federation of Advertisers) members to systematically build authentic consumer communities online.
- Pioneered a novel research method of how Social data is analyzed today by large agency networks in Omnicom and WPP. Member of ESOMAR.
Intended for demanding digital marketers
You want to maximize your return on investment with influencer marketing.
You work in digital or social media marketing for a consumer brand or are preparing for a pitch.
You are just starting out with influencer marketing or have already run a few campaigns.
Not for you if…
You expect material results from the first campaign. It is very likely it will take several campaigns to gain an understanding of what works for your business.
You have run dozens of influencer marketing campaigns already. This course is meant for beginners and advanced influencer marketers. From there onwards, every industry has a lot of specifics this course will not cover.
Your audience is dominantly in Mainland China where Social media platforms are unique.
Show your skills on Linkedin
Once your course is completed and the final quiz passed, we will send you clear instructions on how to add the certificate to your Linkedin profile.
Start learning today
Yes, it is really free. Enjoy.- 10 Chapters covering Influencer Marketing from start to finish
- 120 Slides with mistakes to avoid and case studies
- 3 Hours of video to support your studies
- 7 Practical templates to get you started on your next campaign
Frequently Asked Questions
When does enrollment start for this course?
Our course is currently open at all times and at least till the end of 2021. You can choose a learning pace that fits your schedule the best. All the course content is unlocked from the moment you sign up.
How much time should I plan for this course?
We advise our students to keep a pace of 1 week per 1 Chapter to maximize the value. It should optimally take you 10 weeks to finish the course.
What are the prerequisites for taking this course?
An internet connected device, headphones and around around 2 hours a week for 10 weeks. This course is provided only in English.
Having a few years of digital or social media marketing experience will help you advance quicker.