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Your host for the day will be Luan Wise - editor of The Lighthouse.Social

A chartered marketer and fellow of the Chartered Institute of Marketing, Luan is author of the award-winning book Relax! It's Only Social Media. In addition to running her consultancy and training business Luan has worked as a LinkedIn Learning course instructor since 2015 and as an accredited lead trainer for Facebook since 2019.

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9.30am

Welcome to The Lighthouse Social Summit 2022

9.40am

Understanding and reaching Generation Z, with Dave Penney - Head of Education Marketing and Communications, UCAS

In this session you will:

• Hear how UCAS has tracked student’s social, media and consumer habits for 11 years
• See how Covid 19 has changed the view of a generation
• Learn about the brands students love the most (and what turns them off)
• See the changing trends in the social media platforms used regularly by freshers

Dave Penney is Head of Education Marketing and Communications at UCAS, where he leads of a team of almost 50 people covering B2B and B2C marketing, reputation and media relations, UCAS events and UCAS.com. He’s responsible for both UCAS the charity and marketing for its commercial arm and is leading on its strategy to make UCAS.com the go to destination for all education choices. He’s worked in higher education in marketing and communications roles for over 15 years, winning awards for his work on brand, student recruitment and widening participation.

10.15am

Do’s and Don’ts of Social Media Advertising, with Alison Battisby – Founder, Avocado Social

In this session you will see and hear:

• The pros and cons of advertising in social media
• Best practice advertising tips for 2022
• What you can and cannot advertise
• Examples of ads designed to convert
• How to measure the ROI of your advertising

Alison Battisby is an international social media speaker and consultant, with over a decade of social media marketing experience. Alison has been involved in some groundbreaking social media projects for brands including Nokia, Heineken, Tesco, Estee Lauder and Pringles as well as a range of UK start-ups and growing enterprises. Alison founded Avocado Social in 2014, a specialist social media consultancy which provides practical social media strategy, consulting, and training workshops.

11.10am

Social Media and the Law: Five Things You Need to Know, with Janet Alexandersson – Legal Strategist, Alexandersson Law

In this interview session, Luan and Janet discuss:

• The importance of a social media policy
• How GDPR affects social media marketing
• The legal issues that influencers and marketers must get right when working together
• How to use content that isn’t yours on social media
• How to run competitions on social media and not break the rules

Janet Alexandersson advises founders and freelancers on how to best structure their contracts to achieve their business goals. With 15+ years of multi-faceted experiences in the legal field, Janet has been a start-up legal advisor, legal marketing strategist, human rights lawyer, civil and family law barrister, non-profit executive, grant writer, speaker, and workshop facilitator. Janet empowers her clients to guide the behaviour of their partners, clients, customers, and employees by establishing the right contractual terms – leading to increased profits, fewer conflicts, and stable long-term relationships.

11.30am

Live Q&A Panel Session - Hosted by Luan Wise, with Dave Penney, Alison Battisby and Janet Alexandersson

12.30pm

Lunch Break and Virtual Networking

1.30pm

An Introduction to LinkedIn Learning, with Simon Howson-Baggott – Customer Success Leader, LinkedIn

In this session, Simon will share:

• The importance of being a lifelong learner
• An overview of LinkedIn Learning
• The content creation process at LinkedIn Learning
• How individuals and teams can access LinkedIn Learning
• Plus, his top course recommendations for social media marketers

Simon has been working in Customer Success at LinkedIn for nearly 5 years, currently as the Customer Success Manager for the UK and Ireland large corporate clients. Before joining LinkedIn Simon spent a decade working in Learning & Development doing everything from Induction revamps, leadership courses, LMS deployments and even making e-learning! He really understands the importance of learning and the impact it can have on businesses having helped some of the largest businesses in the world introduce on demand learning.

2.00pm

Myths of Social Media, with Michelle Carvill - Author, CIM Course Director and Founder/Director, Carvill Creative

In this session Michelle will take on the top 5 social myths as voted for by you!

• It’s not possible to measure social media return-on-investment (ROI)
• Sharing more content is always better
• It’s not worth responding to criticism on social media
• Social media cannot be done well in-house
• Social media is a waste of time

Michelle Carvill is a strategic marketer, digital agency founder, consultant, CIM Course Director for Social Media Strategy. Sustainable Marketing and their 4 day Sustainable Business Transformation Program. A five times published author and business book awards finalist in the marketing, digital and social media space. In 2002 Michelle founded digital agency, Carvill Creative. In 2018 she founded a social enterprise, focused on preventative healthcare - The Preventative Healthcare Service and in 2019, an online training provision, The Online Digital Academy.

2.40pm

The Metrics that Matter: How to Build a Confidence Inspiring Content Strategy , with Andy Lambert – Head of Growth, ContentCal

In this session, Andy will be sharing practical insights into:

• Social media myths
• The 6 golden rules of social media
• Six tips to become data driven
• The metric that really matters
• How to analyse ROI

Andy is Growth Director at ContentCal. He has over 10 years’ experience of creating markets, building profitable businesses and leadership roles in industry-leading SaaS organisations. One of the Founding Team of ContentCal, a Social Media Marketing technology software, that since launching in January 2017 has won the award for the ‘best newcomer in B2B Marketing’ and won the Crowned Content Management Tool of the year, April 2020. At the end of 2021, Adobe announced their intent to acquire ContentCal.

3.30pm

Live Q&A Panel Session - Hosted by Luan Wise, with Simon Howson-Baggott, Michelle Carvill and Andy Lambert

4.30pm Event Ends