The EACD offers coaching days, whereby qualified speakers offer an intensive training session, in the form of workshops, for communicators interested in learning in depth about a particular aspect of communications. The upcoming Coaching Day, held in Madrid, will focus on Influencer Engagement.
This Coaching Day will focus on “Influencer engagement: from mass to individual communication”. We will look closely at the relationship between influencer engagement and PR, how to measure it, and key steps to developing successful strategies in your work.
Until recently, messages tended to be unidirectional and massive in nature, nowadays we are finding much more personalized communication aimed at specific audiences. We see this in most communication processes, but it is even more apparent when we talk about the step between traditional PR and influencer engagement. The workplace environment is increasingly digital, and new influential actors – above and beyond journalists – have emerged as bloggers, social network users and other sectorial experts. But, how does that change come into play at a time when strategy is being planned simultaneously? And how about in the day by day communication actions that practitioners are putting into place? How are results now being measured? …We will discuss these issues during our workshop.
We’re delighted to announce our speakers, Arnaud Roy, CEO, Augure Spain and Eduardo Pedreño, Professor, IE School of Communication.

Arnaud Roy, CEO of Augure Spain
Arnaud co-founded Augure Spain in 2005, and now operates as VP marketing of Augure Group and General Manager of Augure Spain. He Began his career at start up Kalumet, and joined consulting company Mille Alliance in 2000. He holds a Master from ESCP (Paris) and an MBA from IESE (Madrid)

Eduardo Pedreño, Professor, IE School of Communication
Eduardo has worked for 15 years in the fields of corporate communications, digital media, internet and technology. He was founder of one of the pioneer digital Spanish-language publications in 1998, joined Weber Shandwick as Senior Account Manager in 1999 and developed software tools and advanced solutions and services for Corporate Communications departments at Accesogroup for ten years, the last four as COO. He holds degrees in Law and Business Administration as well as an MBA from IE Business School.

9:00 – 9:15
Welcome and registration
9:15 – 9:30
EACD Workshop Introducation
9:30 – 10:15Presentation: Influencer Engagement
Arnaud Roy, CEO, Augure Spain
10:15 – 10:45Case Study: L’Oréal
Eduardo Pedreño, Professor, IE School of Communication
10:45 – 11:15
Coffee Break
11:15 – 13:15
Group Activity: How to develop an influencer engagement plan: objectives, strategies and resources
End of Event / Networking

Coaching Days are limited to a modest number of participants to ensure a serious working atmosphere. Participants can expect to gain practical advice that can be implemented directly, involvement in the session and a concentrated group interaction that goes beyond a simple Q&A session.