Rob Kwortnik, Associate Professor of Services Marketing, joined Cornell’s faculty after earning his Ph.D. in Business Administration from Temple University in 2003. He also earned a B.A. in Journalism from Temple and an MBA from California State University, Northridge. Professor Kwortnik’s research focuses on consumer behavior in service contexts, with special attention to service experience management. He has published in the Journal of Marketing Research, Journal of Service Research, The International Journal of Research in Marketing, and the Cornell Hospitality Quarterly, among others. He has been honored eight times as a Teacher of the Year by students at the School of Hotel Administration. Prior to his career in academics, Professor Kwortnik held several professional positions in marketing and was a travel industry consultant. He is a recognized expert on the leisure cruise industry.
Building the Brand Through Influencer MarketingCornell Course
Course Overview
Influencers are social media's celebrity spokespersons. Their followers provide a core audience of avid social media users, while the influencers themselves, through the endorsement of and engagement with brands, provide authenticity and trustworthiness. Teaming up and collaborating with the right influencers can help a company reach and expand target audiences, improve brand engagement, and inspire conversions. However, not all influencers are right for all brands; knowing when and how to use social influencers is an important element of social media strategy.
In this course, you will analyze the types and roles of social media influencers and identify specific influencers that will help drive your marketing efforts. You will apply the consumer purchasing funnel to devise strategies aimed at connecting the right influencer at the right time with the right customers. Additionally, you will evaluate the ethical and regulatory aspects of working with influencers, and examine how to measure influencer campaign success across the funnel. Lastly, you will craft an influencer program to achieve social media campaign objectives by integrating influencers into the content marketing strategy.
Key Course Takeaways
- Develop goal-driven content strategies to direct influencers to produce authentic brand interactions across social channels
- Identify influencer types to support a social media creative campaign
- Understand the regulatory limits of using influencers as brand ambassadors
- Define and examine contracts for managing influencer activity and costs
Download a Brochure
Not ready to enroll but want to learn more? Download the course brochure to review program details.How It Works
Course Authors
Joanne Reiter is the Chief of Staff at Socialfly and previously built the agency’s Influencer Marketing Division. She holds a B.S. from Cornell University and a J.D. from Brooklyn Law School. Joanne began her career in the legal field prior to pursuing an entrepreneurial venture. She co-founded The Bach, a bachelor and bachelorette party-planning website. While running the website, she worked with numerous influencers and celebrities to build an active community on social media prior to its acquisition. At Socialfly, Joanne has executed numerous influencer marketing campaigns for a wide range of clients including Conair, Dolby, AMC, Vera Bradley, and Ellen Tracy.
Who Should Enroll
- Content marketers
- Social media managers
- Marketing channel managers
- Product managers
- Entrepreneurs
- Account executives
- Brand marketers
- Marketing communications specialists
- Copywriters
- Marketing consultants
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