Session 3: Influencer Marketing & Compliance

One of the UK’s original social media pioneers, Luke launched his first social platform in 2001. He went on to develop three popular social networks. Since 2009 he has advised countless brands, including Burger King, VISA, Accenture and Salesforce on how to develop successful social strategies.

As Managing Director of OST, the award-winning social media agency, Luke provides clients with strategic consultancy and vision. His specialism is B2B social strategy with a particular focus on B2B influencer marketing.

A popular social media speaker and conference host, Luke has a knack for bringing together smart minds to help resolve common problems.

Chris is a UK-based digital marketer, deeply specialised in social media, and experienced with programmes that span the full PESO (paid-earned-shared-owned media) mix. In strategy and intelligence roles dating back to the very earliest days of the ‘social web’, Chris has focused on developing programmes to realise the untapped insight and activation value of social media on behalf of large global enterprises. Operating both agency side and, currently, in-house at Sage Group PLC, Chris has led & implemented integrated strategy, analytics & insight programmes that have transformed revenue growth, brand impact and customer experience.

Tim’s work at Onalytica is focused on connecting brands and influencer communities together to help create better content and messaging to audiences around the world.

Marketers and Comms Professionals are creating a lot of brand content about themselves that is not engaging and compelling enough to resonate with and impact their target audiences. Onalytica provides Influencer Marketing software to help brands identify relevant influencers and partner with them organically to create more engaging and compelling content around industry topics.

He is passionate about analytics and measuring the impact of this activity against business outcomes and helping integrate influencers into a wider social advocacy strategy.

Specialities: Influencer Marketing, Influencer Relationship Management, Employee Advocacy, Audience Insights, Marketing Strategy, Media Measurement, Sales and Marketing

Rupa Shah is Founder and Director of Hashtag Ad Consulting, a London firm that provides guidance and training on the advertising rules to social media and influencer marketers. Hashtag Ad Consulting takes a unique approach to demystifying advertising regulations across the globe and Rupa works closely with influencers, their managers, ad agencies, tech platforms and brand owners to embed compliance throughout the marketing process and, ultimately, to help brands and influencer marketers protect their reputation.

Prior to founding Hashtag Ad, Rupa trained in law and worked at the Advertising Standards Authority (ASA) for 13 years, where she developed a keen understanding of the regulatory regime for advertising through her investigative, advisory and compliance roles. As complaints about influencer marketing increased, Rupa developed CAP guidance papers, gave industry presentations and organised seminars on compliance but ultimately recognised the need for a more integrated and tailored approach to avoiding those damaging ASA or FTC rulings … and so, Hashtag Ad was born.

Rupa is a regular guest blogger and podcaster and was recently interviewed by Al Jazeera News on the topic of influencer disclosure and transparency.