Come along and learn the steps to a successful social media strategy. Zoe will take you through the seven important steps you need to consider when compiling your social media strategy.

Set your goals, brainstorm your target audience and influencers and put together your content calendar. Learn how to monitor and measure your social media activities and what tools to use.

• Learn how you can increase your brand recognition and awareness
• Learn how to engage with existing and new potential clients
• Discover social media tools that enable you to manage your time and social media profiles more effectively
• Learn how to establish a two way communication with your communities
• Learn how to set targets and measure your ROI

Masterclass LEADER


Zoe Cairns

Partner, ZC Social Media

Zoe is a highly respected and proficient International Social Media Speaker, Trainer and Consultant. Specialising in many areas but focusing on one of the many areas people do not cover when they first set out in Social Media, their Social Media Strategy. Zoe work's with many companies, brands and Fortune 500 companies to make sure that they have a strategy and know how to implement high profile campaigns to get the maximum from their Social Media activities.

Zoe's passion is also sharing the message about Social Media and how it can be used in business. Zoe has traveled to many places to speak at many events including Poland (Zoe was commissioned by Seldia EU to attend a Roundtable Conference to speak to European Parliament and Government), Amsterdam (The Social Media Strategies Summit), India (Socialathon 2014 for Digital Market Asia), Ireland, Madrid training a 1.2 billion company and Montenegro to speak at a conference for NATO.

Zoe also recently appeared on ITV This Morning as a Social Media Expert to give her opinion on "When Social Media goes wrong!" - video below.

Zoe launched ZC Social Media 5 years ago after initially getting into social media in her previous role as mortgage broker/IFA. ZC Social Media is a Social Media Agency where they help companies with their execution and provide bespoke management packages for their social media requirements. They also provide bespoke in house training and programmes.

ZC Social Media

Zoe launched ZC Social Media nearly 4 years ago after initially getting into social media in my role as mortgage broker/IFA.
ZC Social Media is a Social Media Agency helping companies with their execution and provide bespoke management packages for their social media requirements. We also provide bespoke in house training and programmes.

Masterclass programme

8:30 Registration

9:00 Opening Remarks and Introductions

Zoe Cairns

Zoe Cairns, Partner, ZC Social Media
View Bio

9:10 Set your social media goals/objectives

Zoe Cairns

Zoe Cairns, Partner, ZC Social Media
View Bio

  • What type of goals can your company set?
  • Explore the three most important goals when first setting out on social media
  • How do you monitor your progression with these goals
  • 9:50 Define your target Audience

    Zoe Cairns

    Zoe Cairns, Partner, ZC Social Media
    View Bio

    We will be brainstorming as groups the appropriate audience for yoru social media strategy - who they are, where are they from, their interests etc

    The importance of this session is "knowing your audience". Once you have identified who they are you can then find them and see where they are engaging and having conversations online. This part of the strategy enables you to select which social media profile are appropriate for you to use.

    10:30 Morning Coffee

    11:00 Select your key centres of influence

    Zoe Cairns

    Zoe Cairns, Partner, ZC Social Media
    View Bio

    Key centres of influence are an important part of your social media strategy. We will be brainstorming who influences your current target audience.

  • Brainstorm your key centres of influence
  • What are their influence score online
  • How to engage with yoru key centres of influence
  • 11:40 Conduct a competitor analysis

    Zoe Cairns

    Zoe Cairns, Partner, ZC Social Media
    View Bio

    In this session we will be brainstorming 3-4 of your main competitors and analyse what theyare doing online.

    In particular look at their influence score, growth of community, what you like and dislike about what they are doing etc.

    12:20 Lunch

    13:30 Your content strategy plan

    Zoe Cairns

    Zoe Cairns, Partner, ZC Social Media
    View Bio

    We will be providing a content strategy template which willl enable your team to conduct a full content plan for yoru social media content and campaigns.

    This will enable you to come up with many ideas for their campaigns. We can go step by step through this and brainstorm together. At a later date you can then put your content into an editorial calender (provided by Zoe)

  • Discover Zoe's Content Strategy Template
  • Learn how to research and curate content
  • Discover the tools that wil help you manage your time in doing this
  • 14:10 Monitoring your campaigns and social media activities

    Zoe Cairns

    Zoe Cairns, Partner, ZC Social Media
    View Bio

    We will look at the available tools on how you can monitor the campaigns and keep up to date with the progress of your social media activities

    We can then analyse which metrics are important and why to make sure this is documented

  • Discover tools that help with monitoring your brand reputation
  • Learn how you can find new leads and enquiries
  • we will discuss how you can deal with negative feedback
  • What are good customer service tactics?
  • 14:50 Afternoon Tea

    15:20 Measurement and Analysis

    Zoe Cairns

    Zoe Cairns, Partner, ZC Social Media
    View Bio

    In this session we will look back over your potential goals and how they can be measured on social media.

  • What can be measured and what are the important metrics to be measured
  • What tools can help you populate your social media results more effectively?
  • How to analyse your results
  • How to keep an action plan and progress sheet
  • 16:00 Question and Answer Session

    Zoe Cairns

    Zoe Cairns, Partner, ZC Social Media
    View Bio

    Zoe will summarise the dayand ask the audience if you have any furher questions or need assistance with any online documentations on what has been spoken about over the course of the day.

    This is a chance to talk about your challenges, questions or request demonstrations before heading back to your office and implementing your strategy.

    16:40 Closing Remarks

    Zoe Cairns

    Zoe Cairns, Partner, ZC Social Media
    View Bio


    Holiday Inn Regents Park

    Carburton Street
    London W1W 5EE
    United Kingdom

    Holiday Inn Regents Park

    Choose the well-connected Holiday Inn London-Regent's Park hotel, with a superb central London location and speedy transport links. Holiday Inn London-Regent's Park is in a leafy and cosmopolitan area of central London, a 10-minute walk from bustling Oxford Street. Leave your car in our NCP managed underground car park, and explore London by Tube. Great Portland Street Tube station is 25 metres from the hotel, from where you can reach the City and Canary Wharf in 30 minutes, and London Heathrow Airport in 45 minutes.

    Wireless Internet is available throughout the hotel, and you can invite up to 300 people to events at the Academy Conference Centre, with an IT technician and break-out zones. Holiday Inn London-Regent's Park is a 10-minute walk from Santander's offices and businesses in the BT Tower. Stroll 5 minutes to Regent's Park, where you'll find London Zoo and pretty Primrose Hill. We're a 10-minute walk from Bond Street boutiques and 20 minutes from Buckingham Palace and cruises on the River Thames.

    Ask our Concierge to plan your day out and book West End theatre tickets. Room Service is available 24 hours at Holiday Inn London-Regent's Park, or dine in the vibrant Junction Restaurant. Our Junction Bar has a menu of light bites, and a hot breakfast buffet is served daily.



    speaker image






    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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