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This course will explore how to identify and engage with influencers online, the value of doing so and the role that they play in building communities around your brand.

Influence is an essential part of both issues management and brand promotion online. Influencers can spark protests, inspire mass support movements, change public attitudes and opinions and change the behaviour of the publics you want to engage – from customers and personnel to shareholders and partners.

By identifying, understanding and engaging with influencers you can make your marketing and communications more focused, effective and successful.


Digital media are redefining the way that brands engage with their audiences. By providing the means to build communities and create dialogue, they offer the opportunity to assert unprecedented levels of influence over opinions and behaviour.

People gather online around topics of common interest and so for a brand to engage with an existing community or create a new one it must be prepared to engage on its audiences’ terms.

This means making its messages and content relevant to the conversations already taking place. By doing so, a brand can fulfil the potential promised by digital and social media: increasing trust; building deeper communities; changing audience behaviour and ultimately driving commercial success.

By understanding how networks of influence form you can more successfully engage with the communities you want to reach online, fulfilling your objectives as an organization and providing value back to the people you engage.

Who Should Attend:

Anyone within the Defence sector or Armed Forces organisations that have the following job titles:

• Communications Director
• Brand manager
• Digital Strategy Director
• Marketing Director/Manager
• External Communications Director/Manager
• Website Director/Manager
• IT Business Director/Manager/Analyst
• Managing Director
• Commercial Director
• Internal Marketing Specialist
• Director of Community Engagement
• Social Media Analyst
• Director of Digital

Masterclass programme

13:00 Registration & Coffee

13:30 Definitions

Philip Trippenbach

Philip Trippenbach , Account Director, Strategic Innovation, Edelman Digital

  • What is influence
  • How do we define it
  • How is it measured?
  • 14:15 Influence in practice

    Philip Trippenbach

    Philip Trippenbach , Account Director, Strategic Innovation, Edelman Digital

  • Where does influence and influence play a role in creating communities and movements online?
  • What are the conditions necessary for influencers to emerge and how does this affect your communications and marketing strategy?
  • What is the relationship between influencers and online communities?
  • 15:00 Networking Break

    15:30 Influencer communications and marketing

    Philip Trippenbach

    Philip Trippenbach , Account Director, Strategic Innovation, Edelman Digital

  • How do you harness influencers in a marketing and communications strategy?
  • What considerations should you take into account?
  • 16:15 In practice: how to engage with influencers

    Philip Trippenbach

    Philip Trippenbach , Account Director, Strategic Innovation, Edelman Digital

  • How do you identify influencers?
  • How do you engage with influencers online?
  • How can you grow the influence of figures within your organisation?
  • How do you integrate online and offline influencer engagement activity?
  • 17:00 Closing remarks and discussion

    Philip Trippenbach

    Philip Trippenbach , Account Director, Strategic Innovation, Edelman Digital

    17:30 End of Masterclass


    Holiday Inn Bloomsbury

    Coram Street
    London WC1N 1HT
    United Kingdom

    Holiday Inn Bloomsbury

    Holiday Inn London-Bloomsbury is just 2 minutes' walk from the Tube at Russell Square station, for speedy connections across the capital. We're 10 minutes by bus from Eurostar connections at St Pancras station, and a 45-minute taxi ride from London Heathrow Airport. Check into your stylish Guest room, air-conditioned and connected to wireless Internet.



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    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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