Social Strategy in a Day Masterclass

Karen Fewell

with Karen Fewell and the team at Digital Blonde

Friday, 3 April 2020

1 Moorgate Place, London EC2R 6EA

Prepare yourself for a social media strategy day like no other, with all new, fresh content for 2020. Whether you’ve attended in previous years or it’s your first time, you’ll come away with the latest insights, research findings and advice to help ensure your digital marketing really delivers.

Tickets for the event are £295 + VAT for Propel Premium members, £345 + VAT for operators and £395 + VAT for suppliers, and can be booked by emailing:


9.30am – 10.00am: Registration and Coffee

10.00am – 10.20am: Marketing in 2020: Fresh from South by Southwest, the world’s biggest tech and marketing conference, Karen Fewell is ready to share the latest insights with you in this opening session. Get ready to discuss some of the biggest issues facing social media managers and marketing departments today. What should you be asking yourself and where should you focus your attention? Karen will cover these areas and more, looking at which skills are important to be recruiting for or training yourself on in 2020. Whether you’ve got questions about brand presence on TikTok, WhatsApp or LinkedIn or want to know more about branded Giphy channels, this session aims to give you the clarity and guidance to help achieve your marketing goals.

10.20am – 10.30am:  Always learning: How do you keep your knowledge up to date when marketing and technology change so rapidly? To stay on top of the game it’s important to teach yourself just as much as learn from others. But when you’re short on time and there’s so much information out there, where should you turn for reliable advice and insights? In this session Karen shares the Digital Blonde team’s top recommendations on the best podcasts to listen to, articles to read and books to get lost in. Get the inside track on the marketing resources that really are worth your time.

10.30am – 11.00am:  Futureproofing your marketing for 2025: Social media and its role in marketing has evolved so much since it first came into our lives. And, it’s only going to continue to change. In this session we’ll look ahead to 2025 and how social media will fit into our lives and our marketing strategies. Travel forward in time with Digital Blonde’s Craig Hill and explore what your marketing job might entail, the role of internal comms, how you could be making use of voice marketing and augmented reality and much more. Covering new technology, neuroscience and consumer psychology, this session will help you understand where the industry is heading and help you futureproof your brand and your marketing career.

11.00am – 11.10am:  Rip up your social media strategy: Today is a good day to rip up your social strategy, question everything you have ever done and start from scratch. Why? Sometimes you need a fresh start. Let Karen explain all in this candid session, where she’ll be sharing the surprising lessons she’s learnt from daring to stop and start again from scratch, and how these could help you too.

11.10am – 11.30am:  Ideas catalogue: Join Nicola Proud for this lively look at some of social media’s highs and lows over the last year. We’ll look at the good, the great and the horrors of recent social marketing campaigns, discussing trends, new ideas and inspiration along the way. Ultimately, you’ll come away with some fresh ideas and learnings to apply to your own business.

11.30am – 11.40am:  Should TikTok be in your social strategy?: It seems that every single day the Digital Blonde team are asked about TikTok. So, we’re diving in and answering your questions and having some fun along the way. During this session you’ll laugh, cry and cringe as we look at some of the branded content on TikTok. Not only will you leave this session with some pretty awesome TiKToks to show your friends, you’ll also have a good answer for when your boss asks, “Should we be on TikTok?”

11.40am – 12.10pm:  Interview with Emma Dickinson, Young’s Pubs: This session is a chance to hear first-hand from a leading brand on what has and hasn’t worked for them when it comes to social media marketing. Emma will talk about the challenges they’ve faced, the new ideas they’ve tried and why it’s important to be brave.

12.10pm – 1.00pm:  Lunch

1.00pm – 1.10pm:  Your Questions: Got a social media query, conundrum or burning question? When you make your course booking, make sure you submit a question for the Digital Blonde team to answer. This quick-fire Q&A round is your chance to get some useful answers and practical advice.

1.10pm – 1.30pm:  Productivity and mental health: Mental health, burnout and how to make the most of your time are important topics for anyone – but especially those of us working in social media and marketing. Over the last year Karen has been on a personal journey to rebalance, reprioritise and reinvigorate her creativity and working life. Traditionally, this might have meant getting less done, but this doesn’t have to be the case. You’ve heard the phrase, ‘work smarter not harder’, it’s time to investigate what that really means for those of us in busy marketing roles. Having been on productivity courses, read habit forming books and chilled out with the Headspace app, Karen has plenty of knowledge and experience to share. She’ll be drawing on this and talking about how you can be super productive whilst looking after your mental health.

1.30pm – 1.40pm:  Little things make a big difference: This invaluable session from Nicola is all about tips, tricks, quick fixes, amazing apps and top time savers that will really make your job easier. She’ll be exploring the little things than can have a huge impact on the quality of your content and the 2020 must-have apps for social media managers. You’ll wonder how you ever got by without some of these tips and tricks.

1.40pm – 2.20pm:  Gen Z marketing – An interview with Chloe Combi: Chloe Combi is a world leading expert on Generation Z and author of the book that defined and put Generation Z on the map: ‘Generation Z: Their Voices, Their Lives.’ A sought-after speaker and consultant, she’s written for The Times, The Daily Mail, The Guardian, Huffington Post and more, as well as advising government, brands and think-tanks on what the future looks like. So, there’s no-one better for this session exploring marketing and food and drink experiences across the generations. Paying particular attention to Gen Z and Gen A, this is a unique chance to understand how best to reach and connect with this audience.

2.20pm – 2.40pm:  Coffee Break

2.40pm – 3.00pm:  Bringing a human touch to your social media marketing: For years we’ve been used to hearing about ‘the next big thing’ in social media marketing, and this is usually a digital innovation. However, this looks set to change. Could the next shift in social media be a more human, natural one? Digital Blonde’s Craig explores this idea, looking at how our interfaces with technology are becoming more natural through voice, video, AR, VR and touch. This has the potential to have a huge impact on marketing and social media in the future – but how exactly will it affect your brand and what opportunities will it bring? Join Craig to consider what this new, more human revolution means for you and your business.

3.00pm – 3.20pm:  Selling weddings, wine and watermelon salad on Instagram: Businesses have been facing tough times and marketers and social media managers are under growing pressure to sell via social media. Whether it’s events, drinks or food – how do you use Instagram to drive sales? This session will take you through 2020 best practice on Instagram, looking closely at how to increase footfall and the best ways to get bookings. Karen and Nicola will team up to talk about everything from strategies for targeting your Instagram advertising to Giphy Stickers for Stories and agreeing branded content with influencers.

3.20pm – 3.40pm:  Selling birthdays, beer and burgers on Facebook: This is your definitive 2020 guide to driving revenue for your pub, bar or restaurant via Facebook. Whatever the headlines say, for many brands Facebook still offers the largest reach and highest ROI of any social network. Far from being over, Facebook has been proven to get people to events, book booths for a night of drinking and encourage people to try new places to eat. In this session Karen and Nicola will talk to you about making the most of Facebook covering strategies for Messenger, Playable ads, algorithm updates and the platform’s 2020 new developments.

3.40pm – 3.55pm:  Internal Social Comms – empowering your people: How much thought have you given internal marketing and social media? In 2020 it should form a crucial part of your overall marketing mix. Effective communication internally will empower the people in your business and help inspire a culture of loyalty, leaving you with a happier and more productive team.

3.55pm – 4.10pm:  Dark social, the social user journey and proving the value of social media: You might have heard ‘dark social’ talked about before and in this session, we’ll get to grips with what it really means and how it impacts your business. It’s not enough just to have a social media strategy, you need to consider the entire journey. Where do your customers go after seeing something on your social accounts? How can you ensure they go away and buy? Your website, customer service and supporting marketing activity play a huge part in the success of your social strategy. Everything must work together to give your customers a straightforward journey and ensure your business truly benefits from your social posts.

4.10pm – 4.15pm:  Closing comments: We’ll end the day with a summary of how you can use everything you’ve learnt when you get back to work, with practical guidance on how to incorporate some of these new ideas into your own social media strategy.

4.15pm:  Finish

To download the schedule please click here

Tickets for the event are £295 + VAT for Propel Premium members, £345 + VAT for operators and £395 + VAT for suppliers, and can be booked by emailing:

Terms and conditions: Places are secured on receipt of payment only, are non-refundable but are transferable to a colleague if you are unable to attend.