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Laurel
Papworth

World leading social media authority.

Profile


Laurel Papworth was named by Forbes™ Magazine as a Social Media Influencer globally, is a Cert IV adult education trainer and Marketing Magazine named her Head of Industry, Social Media for Australia. Laurel personally reaches 6.8 million people a month through her social media channels.

Laurel Papworth's social media clients include United Nations, Idol and Masterchef, Independent Schools, fashion and lifestyle brands, Westpac bank, Ministry of Health Singapore, Parliament House, Canberra as well as a number of politicians and political parties.

Current Work

As a workshop facilitator Laurel provides training for large enterprises, small business, government departments and not for profits on developing online community strategies, social media campaigns and guidelines. From tactical How to Create a Content Calendar and Schedule to strategic Policies on Engagement and Social Media Crisis Comms there are a variety of workshops available for staff and stakeholders to develop and implement.

Media
Expertise
Talking Points

How to Work with Key Influencers on Social Media

Influencers can make - or break- a brand’s attempts on social media. But finding the right Influencers, measuring their effectiveness and leveraging the right type of campaign for each Influencer can be a challenge. Influencers are often the best ambassadors for creating content and reaching a target audience but only if the foundation is right! Laurel Papworth shares her experience on key influencer campaigns for feature films (incl one campaign helping to win an Oscar) and is a Forbes™ Magazine global key influencer herself and can deliver both the influencer and the brand perspective. 

Who this is for: Marketing and Communications, business leaders and executives, small business interested in social media

Key Takeways:

- What type of campaigns to run with Key Influencers?
- How to measure the Influencer, and CTAs (Call to Actions)?
- Managing Crisis Communications around social media Influencers?

Social Media for Executives and C-Suite

As industry regulations and government compliance expectations have increased, companies are struggling to stay informed and uptodate on what can and cannot be done on Facebook Ads or Instagram posts and how corporate behaviour, privacy concerning big data and social media, transparency and political messaging must comply with new laws and regulations and guidances. Laurel shares her highs and lows working with world leaders and senior executives in SE Asia, Middle East and AsiaPac, investigating and communicating regulations at a local, state, federal and international level on a changing social media landscape.

Who This is For: Director of Social Media and Chief Marketing Officers, Directors and Board members, investors and venture capitalists. Government agencies concerned with keeping up with legislation in Australia and overseas will also find it informative.

Key Takeaways:

- When to report to the market of a crisis on social media?
- How Advertising is being held accountable by social platforms (not just political advertising on Facebook!)?
- When can you not delete negative comments and reviews on social media?



Social Media and the Enterprise

As large organisations and Government gain an increasing number of Gen Z and Millennials in their workforce, the question arises how to create content and community engagement for staff to aid communication as well as staff retention and employer branding. For the Instagram and Snapchat generation, what does Internal Communications look like? From nano-degrees to micro-jobs and the gig (Uber/AirBnB model) economy, business is changing the way they hire and engage staff. Laurel reveals what it's like working with banks, TV stations and political parties on internal social comms and the changes made. 

Who this is for: Communications professionals, internal comms, in-house content creators as well as H.R. professionals that manage campaigns and messaging internally. 

Key Takeaways:

- Informative session with great tips for social media internal comms strategies, campaigns, tools and
techniques.
- Learn how to keep staff engaged through internal communications channels. 
- Case studies of best practice internal comms using social media and collaborative tools. 
Feedback
I want to thank Laurel for an insightful, stimulating, absorbing, thought-provoking and very entertaining full day on the entire social media landscape. The session was highly relevant for digital specialists, traditional marketers and PR professionals alike. It was full of very current information and lots of new material in a space that is often talked about but not often fully understood. I would happily recommend Laurel and look forward to working with her in the future. Blackmores Ltd
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