PRmoment Leaders PRCA PA Mediapoint PA Assignments PRmoment Awards Winners North

The Future of Influence

Location: 6 Agar Street, London, WC2N 4HN
Organiser: PRmoment Events
Price: £160+ vat early bird £185+ vat normal

Understanding the pitfalls and opportunities of influencer marketing
A selection of case studies and insights on the quickly evolving and growing discipline of influencer marketing.

Why attend:
The need for organisations to communicate with their public has never been greater and the scope and ambition of their communications is only increasing. But without influence none of this will be possible. At this event we will examine the future of influence. We'll be looking at the following themes: the influence of YouTubers and bloggers, the future of journalism, the opportunities for brands, influence mapping, influence tracking, global influence and the role of content.

Key themes of the event:

  • The patterns of influence
  • Interrogating what influence influencers actually have
  • Understanding influence: the word influence has a broad meaning
  • Case studies of influencer marketing success
  • Spotting influencer fraud
  • The legalities of influence disclosure
  • When you need to pay and how much

If you want to have a read of some recent testimonials of PRmoment events, click here.

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8.30am Registration, tea, coffee and pastries and informal networking  
9.00am Chairperson's introduction
Ben Smith, Founder, PRmoment

What EE look for in its influencer partnerships
Howard Jones, Head of Comms,  EE

  • Where did the industry of ‘influencers’ come from?
  • When are influencers the right channel to use?
  • How important are the ‘numbers’, and how do you measure ROI?
  • What’s the long term outlook for PR’s use of the influencer channel?

FTSE 100 Social Media Report: A quantitative analysis
Drew Benvie, Founder, Battenhall

  • How the 100 top listed companies in the UK use social media for communications
  • How the UK FTSE 100 have increased the number of social channels they use
  • How the FTSE 100 are using stories to increase the depth of their social media content

Creative sessions
Case Study 1: ‘I’m On’: An influencer campaign for Pink Parcel and bettybox to engage and empower audiences

- Laura Gurnett, Head of PR and Social Media, It's A Monthly Thing
- Katie Fox, Account Director, Tin Man Communications


Case study 2:  #AccessAllASOS
- Alex Myers, CEO, Manifest
- Hannah Wolfe, previously Social Media Manager, ASOS

  • Why #AccessAllASOS was a non paid for influencer campaign
  • How the internal ASOS team where trained in how to engage with influencers
  • How 100s of influencers were recruited each month to the program
  • Why the content series called University of ASOS was developed to teach influencers how to grow their following
  • What were the outcomes of the campaign?

Networking break


Case study 3: Influencing the influencers with an influencer!
How Soda Stream collaborated with Lizzie Loves Healthy to promote its low in sugar product range

- Lizzie Loves Healthy
- Dan Neale, Co-founder, Alfred

  • How the collaboration worked
  • What content was produced across paid, earned and owned channels

11.25am Case Study 4: A holistic approach to influencer marketing: Utilising Influencers across 4 campaign streams
- Stuart Gill, PR Manager UK &  Ireland, Lenovo
- Amy Parry, Acting Head of Consumer & Brand, 3 Monkeys Zeno


The planning and measurement of influencer marketing
- Delphine Reynaud, VP Influence, Traackr
- Alistair Wheate, Head of Influencer Marketing Solutions, Onalytica
- Tom Ritchie, VP, EMIA Product and GTM, Cision
- Anne-Sophie-Pereira De Sa, Customer Success Manager, Sysomos

Format: Each panelist will discuss their social analytics product USPs and methodology for 3 minutes (timed) and then we’ll have an audience lead discussion on the “The planning and measurement of influencer marketing”.

Note: The providers in this session have not paid to be here, they are on the panel on the basis of editorial interest.


Protecting your reputation via regulatory means
Jonathan Coad, Consultant Solicitor, Keystone Law

  • Understanding the Advertising Standards Association Rules and what they mean for the brand, the agency and the influencer
  • What is the likely action of the ASA and when have they acted in the past?
  • Are influencers with fake followers a form of fraud?
  • The legalities of dealing with bots and fake news in the influencer space

Panel:  The Future of Influence
Panel Chair: Daney Parker, Editor, PRmoment

  • Jay Ward, Director, Ford of Europe Product Communications, Ford Motor Company
  • Howard Jones, Head of Communications, EE
  • Andy Smith, Head of Media Relations, Santander UK
  • Nick Barron, Deputy CEO, MHP Communications

  Chairpersons closing remarks  
1.15pm Close of conference  
  Buffet lunch and networking