Unlocking the power of social influencers

24 January 2019
14.00 - 17.00
CharityComms members/corporate partners: free
Non-members: £70+vat

This venue is wheelchair accessible.

Live broadcast: CharityComms members can join us virtually for free. Scroll to the bottom for more information.

Human Rights Action Centre - Amnesty International UK
17-25 New Inn Yard

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This year influencer marketing has faced intense scrutiny, helping it to evolve from its Wild West phase to become an established and critical part of the marketing mix.

It’s not hard to see why it’s become a key tactic. As consumers are increasingly turning to adblockers, social influencers can provide an authentic and credible way of reaching new and existing audiences, offering charities the opportunity to connect with already loyal audiences at low cost.

At this seminar, we’ll explore why charities are uniquely positioned to leverage influence as a core strategy for marketing. We’ll be discussing how you can best choose, engage and develop relationships with the right influencers. Plus discover some creative influencer marketing tactics and top tips from organisations that are already succeeding in this area.

Who is this for?

This seminar will suit anyone interested in gaining insights and practical advice on finding, approaching and managing social influencers. Relevant job titles might include social media managers, press officers, comms and marketing managers and content and digital officers.

Have a question about the content? Please get in touch with Emma. Have a question about the event in general? Please get in touch with Harri.

On the agenda

14.00 - 14.20
14.20 - 14.30
Welcome and introduction

Tom Lillywhite
founder, Pack.org

14.30 - 14.40
Peer discussions
14.40 - 15.00
Identify and approach the right social influencers

In this introductory talk, Nikki will outline what some of the different types of social influencers are and why charities are uniquely positioned to leverage influence as a core strategy for marketing. With examples from her own work at MQ: Transforming Mental Health, she’ll give advice on how to identify and approach the right social influencers for your brand.

Nikki Peters
campaign manager, MQ: Transforming Mental Health

15.00 - 15.20
Boob Ninjas: recruiting a band of social influencers to engage young people

Boob Ninjas are a highly-trained bunch of BNOS’s (Big-Names-On-Social) who use their voices to help CoppaFeel! engage with young people about the importance of checking their boobs. In this session, we’ll hear the inside story about the sorts of things their BNOS’s are doing, top tips for engaging new and existing talent and how they’re strengthening these relationships for their 10th birthday in 2019.   

Zoe Roll
marketing and brand partnerships manager, CoppaFeel!

15.20 - 15.40
Supporting social influencers to support their followers

As soon as an influencer achieves the status of influencer they can fall into a relationship with their followers that sometimes isn’t what they expected. This session will look at why influencers need charities as much as we need them. It will cover examples of what influencers do when their followers expect them to have all the answers to life’s questions, and why they work with The Mix to support their followers and to protect themselves.

Zoe Bailie
director of brand and innovation, The Mix Charity

15.40 - 15.50
Questions to speakers
15.50 - 16.10
Refreshment break
16.10 - 16.30
When social influencers go rogue – tips for protecting your brand

Google ‘bad examples of influencer marketing’ and you’ll find plenty to make you cringe. When your influencer’s views no longer align with your brand’s or when skeletons from the proverbial closet appear and threaten your reputation – you’ll need a plan to manage the situation and minimise the damage. In this session, Julia will outline some of the risks to working with social influencers and give her top tips for developing a crisis plan and protecting your brand when using influencers online.

Julia Ruane
head of PR and content, Crisp Thinking

16.30 - 16.50
Where will social influencer marketing go next?

As with any marketing strategy, the future of influencer marketing is subject to changes in trends, audiences, and technologies. So, what might be coming up next? Tereza will examine what we can learn from influencer marketing in 2018 and how we can apply the latest trends and insights to our strategy for the year ahead and beyond.

Tereza Litsa
social media manager, Lightful

16.50 - 17.00
Questions to the speakers

Live broadcast – book your place

If you’re a CharityComms member you can join this seminar virtually via our private Periscope broadcast. Perfect for members based outside of London or for those who can’t get away from the office. To watch the live broadcast, please book your place. Once you’ve booked your place you’ll receive a booking confirmation email with further information about the live broadcast and what you need to do.


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