09:30

 

Chair’s opening remarks

 

09:40

 

State of the industry: What is an influencer?

 
  • Does this blanket term create challenges in understanding this channel properly?

  • Exploring whether it is overused and whether we should we be using a different term

  • Why are influencers influential and why has this channel grown so quickly in the past few years?

10:00

Is influencer marketing right for you?

 
  • Exploring whether jumping on the influencer bandwagon is right for your brand and your goals

  • Identifying how to use influencer marketing in a way that makes sense for your goals

  • Should you be looking towards micro influencers or macros influencers?

Liesa Stecher, Head of Brand Marketing, Lumen

 

10:20

 

Navigating influencer marketing #trustissues

  • How do we prevent trust from breaking down in an industry more under scrutiny than ever?

  • The role trust plays in the fight for compelling, authentic and creative content on social media through influencer marketing

  • Exploring insights on how influencers, brands, and consumers all have trust issues with influencer marketing and how to build it back

 

Emily Young, Head of UK, Takumi

 

10:40

 

Creativity and co-operation: Finding balance when working with influencers

  • How to find comfort in the struggle for creative control over campaigns

  • Giving the space to influencers to create content that fits their brand and yours

  • Case study examples of the benefit of a more flexible brief and how to get the best out of influencers


Emily Trenouth, Head of Influencer Marketing Strategy, MediaCom

 

11:00

 

Morning refreshments

 

11:30

 

Case study: Creating an influencer strategy

 
  • Introducing influencer marketing into your campaigns and how to build an effective strategy
  • What platforms to look at and which kpis to focus on?
  • How to integrate this into your existing marketing plan and how much budget to allocate

    Sedge Beswick, Managing Director, SEEN Connects
 
 

12:00

 

Case study: Working with influencers to reach new customer segments

 
  • Driving engagement through influencer generated content

  • The importance of authenticity and the evolution of the Micro influencer

  • Considering influencer partnerships not in isolation, but as one element of the integrated marketing strategy

    Sonya Mooney, Marketing Manager, Pizza Hut 

 
 

12:20

 
 

The vetting process: Picking the right influencers

 
  • Picking influencers that align with and won’t damage your brand
  • What metrics you should be looking at to evaluate influencers?
  • Looking beyond follower count to identify influencer worth

Alvin Gunputh, Social Media Manager, P&O Cruises

Marianne Fakinos, Global Influencer Manager, Visit Britain

Scott Guthrie, Strategic Influencer Marketing Consultant

Gordon Glenister, Head of Influencer Marketing, BCMA

 
 

13:00

 
 
 

Networking lunch

 

14:00

 
 
 

Oxford Style Debate: PRs are best placed to handle influencer marketing

 

In this heated debate you will hear from two opposing perspectives on where influencer marketing should sit for maximum effect

  • Whose budget should it come from?

  • Where should influencer marketing be sitting in the sales funnel and who should be responsible?

 

14:30

 
 
 
 

Case study: Rethinking measurement of influencer marketing

  • Hear from brands on the new ways they are approaching the challenge of measurement
  • Turning away from traditional marketing metrics to transform the way you use influencer marketing
  • Creating impact that is trackable for increased investment
James Day, Head of Social Media and Community, Jagex
 

14:50

 
 
 
 
 

Panel discussion: Hear from the platforms – How will the industry evolve?

  • How are platforms evolving their product and how will this affect influencer marketing?
  • How will these changes affect measurement and influencer- brand relationships?
  • What will a successful influencer campaign look like in the future?
Reena Rai, Influencer Marketing Manager, Pinterest
Lucy Luke, Strategic Partner Manager: Entertainment and Creators, Facebook
Emily Young, Head of UK, Takumi
 

15:30

 
 
 
 
 
 

Influencer regulation: Staying ahead of the curve

  • As the industry and its regulation develops, how can you remain compliant?
  • What areas are next to be regulated? How much can influencers commodify?
  • How to maintain best practice regardless of regulation
Jason Freeman, Director, Consumer Law, Competition and Markets Authority 
 

15:50

 
 
 
 
 
 

Afternoon refreshments

 
 

16:20

 
 
 
 
 
 
 

Case study: The potential of long term influencer relationships

  • Exploring the benefits of a long term influencer strategy
  • Creating influencer relationships that are more than just a sponsored post
  • How to manage, plan for and measure a long term influencer strategy
Maria Jose Crousillat, Director of Communications, Select Brands Europe, Marriott International
Elena Torode, Director of Communications, JW Marriott Grosvenor House, Marriott International
 
 

16:50

 
 
 
 
 
 
 
 

Oversaturated or full of potential: What is the future of the industry?

 
  • Hear from both influencers and brands on where they think the industry is heading

  • How are brands innovating the ways they use influencer marketing?

  • What do influencers want to see change to improve relationships with brands?

 
 

17:10

 
 
 
 
 
 
 
 
 

Close of conference