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Social Media Within the Defence and Military Sector
6 December - 7 December 2017
Social Media Within the Defence and Military Sector

PRELIMINARY ATTENDEE LIST RELEASED! Visit the Download Centreto see who you can network with! 

SAE Media Group is proud to announce its 7th Annual Social Media In the Defence and Military Sector. The event will be held in London on the 6th and 7th December 2017.

Social Media has become an increasingly vital tool for the Armed Forces in the 21st Century. Not only in order to reach a wider and younger audience globally for recruitment and information purposes but as a new front in warfare. What soldiers post online can be crucial to winning the hearts and minds of local populations. Therefore today’s militaries and defence organisations must be competent in all social media channels as well as aware of the inherent dangers when posting online. Despite the risks involved, there are some important opportunities that militaries and the defence community can utilise when it comes to social media as a platform for intelligence gathering, branding, marketing and recruitment.

This industry leading event will explore the most successful recruitment projects from international militaries; look at the external considerations for social media usage; both a UK perspective and international perspective on content creation for communicating missions, values and selected activities; and broader social engagement with military and defence social media.

FEATURED SPEAKERS

Dirk Feldhaus

Dirk Feldhaus

Head of Marketing, Bundeswehr
Helen Craven

Helen Craven

Head of Digital Strategy, Ministry of Defence, UK
Jetmira Tershani

Jetmira Tershani

Online Communication Manager, SAAB AB
Lieutenant Colonel (Res.) Peter Lerner

Lieutenant Colonel (Res.) Peter Lerner

Former Spokesperson and Head of Foreign Press Branch, IDF
Pat O'Connor

Pat O'Connor

Deputy Director, Defence Forces Public Relations Branch, Irish Defence Forces

Alexander Brand

Branch Head Concept and Policy, NATO Centre of Excellence Defence against Terrorism
Alexander Brand

Alexander Lintenhofer

Head of Online Team, Austrian MoD
Alexander Lintenhofer

Andrew Morton

Director of Social Engagement, SHRM
Andrew Morton

Andy Green

Commercial Development Manager, E3 MEDIA LIMITED
Andy Green

Colin Jacobs

Managing Director, Immediate Future
Colin Jacobs

David Denney

Professor of Social and Public Policy, Royal Holloway, University of London
David Denney

Dirk Feldhaus

Head of Marketing, Bundeswehr
Dirk Feldhaus

Hans Damen

Director of Support, Royal Netherlands Land Army
Hans Damen

Helen Craven

Head of Digital Strategy, Ministry of Defence, UK
Helen Craven

Janice Keenan

Director General, Marketing and E-Communications
Janice Keenan

Jetmira Tershani

Online Communication Manager, SAAB AB
Jetmira Tershani

Jon Reay

Head of Strategy, E3 MEDIA LIMITED
Jon Reay

Lieutenant Colonel (Res.) Peter Lerner

Former Spokesperson and Head of Foreign Press Branch, IDF
Lieutenant Colonel (Res.) Peter Lerner

Nathan Herring

Social Media Coordinator, US AFRICOM
Nathan Herring

Pat O'Connor

Deputy Director, Defence Forces Public Relations Branch, Irish Defence Forces
Pat O'Connor

Ric Cole

Special Advisor, Federal Government of Somalia
Ric Cole

Ric started his military career in the Royal Marines, before transferring to the Royal Irish Regiment and serving 9 years in Northern Ireland. Joining the Army Reserve in 2007, he completed tours in Iraq and Afghanistan.

Ric went on to join the Defence Science & Technology Laboratory (DSTL) as a strategic analyst, including secondments to the Ministry of Defence for the campaign across the Gaddafi regime in Libya and the UK Land Warfare Centre. As the Operations & Plans officer for the Joint Information Activities Group (JIAG) he conducted a variety of Military Assistance missions, including; Ukraine, Jamaica and the Bahamas.

On promotion to Lieutenant Colonel, Ric deployed to Somalia as a military advisor with the Somali National Army. This led to his current role as a Special Advisor to the Federal Republic of Somalia with Albany Associates. Tweeting as @Ric_Cole he is an advocate for Somalia, military commentator, Star Wars fan and #CamoGeek.
 

Robin Riley

Digital Transofmration Lead, Ministry of Defence, UK
Robin Riley

Stuart Thomson

Head of Public Affairs Government and Infrastructure, Bircham Dyson Bell
Stuart Thomson

Tim Davies

Hawk T2 Instructor and Requirements Manager the UK Military Flying Training System, RAF Valley
Tim Davies

Conference agenda

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8:30

Registration & Coffee

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9:00

Introduction – summarising the opportunity, marketplace and the problems

Andy Green

Andy Green, Commercial Development Manager, E3

Jon Reay

Jon Reay, Head of Strategy, E3 MEDIA LIMITED

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9:10

Effective communication models in social

Andy Green

Andy Green, Commercial Development Manager, E3

  • Explore the range of different audience segments to engage with on social media
  • Overview of social media platforms, how they compare and where they're appropriate to use for different audiences and contexts
  • What is an effective communication model?
  • What do you need to think about to manage social media communications effectively?
  • What barriers may prevent you from using social media effectively to engage with audiences
  • Topics include security, monitoring and listening, reporting, responding, content and approval polices and crisis management
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    10:10

    Breakout exploration of barriers to entry

    Andy Green

    Andy Green, Commercial Development Manager, E3

  • Explore what barriers may prevent millennials from considering a career within the military
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    10:30

    Morning Coffee

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    11:00

    Workshop discussion on exploration to entry Q&A

    Andy Green

    Andy Green, Commercial Development Manager, E3

  • Come back together and present barriers from breakout
  • Discuss the barriers and how to overcome them
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    11:30

    Recruitment funnel - Royal Navy and e3 share their approach

    Andy Green

    Andy Green, Commercial Development Manager, E3

  • We will share our approach to social recruiting for the Royal Navy, including operating model, what works and what doesn't and the benefits of Organic and paid social
  • Q&A
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    12:00

    Most effective ways to resource social media

    Andy Green

    Andy Green, Commercial Development Manager, E3

  • How to make social media work for you
  • Topics include recruiting team. employing subject matter experts, training, developing content calendars and use of social playbooks
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    12:30

    Closing Remarks and End of Workshop

    Andy Green

    Andy Green, Commercial Development Manager, E3

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    13:00

    Registration & Coffee

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    13:30

    What are our social media objectives and how do they align with core business goals / objectives of our organisation?

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

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    14:00

    Who is our audience, what types of content do they respond to, and where to they live online?

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

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    14:30

    What stories do we want to share and how can we make them relevant to our audience?

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

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    15:00

    Afternoon Tea

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    15:40

    Who needs to be involved in content production and marketing?

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

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    16:30

    How will we measure the success?

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

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    16:30

    How will we optimize, improve and adapt what we're doing?

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

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    17:00

    Chairman’s Closing Remarks and Close of Day One

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    8:30

    Registration & Coffee

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    9:00

    Chairman's Opening Remarks

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

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    9:10

    Opening Address: Update on this year's social media developments relevant to the defence and military sector

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

  • Assessing the "State of Social"
  • What are the biggest challenges we are facing to-date?
  • What technology and disruptive factors will shape the next year and beyond?
  • What are the best practices that we can incorporate from the private sector in the defence and military industry?
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    9:50

    Keynote Speaker: Case Study 1: "A New Dawn" social video, immersive video and virtual reality recruitment campaign

    Pat O'Connor

    Pat O'Connor, Deputy Director, Defence Forces Public Relations Branch, Irish Defence Forces

  • Developing your concept
  • Content creation
  • Creating an online and offline 'buzz'
  • Focused and budget-conscious
  • Virtual reality; Immersive video; and 'Hero' content
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    10:30

    Morning Coffee

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    11:00

    Case Study 2: Successful military recruitment in the social web

    Dirk Feldhaus

    Dirk Feldhaus, Head of Marketing, Bundeswehr

  • The German Armed Forces as an employer brand in the social web
  • Case study "Dir Rekruten": How the YouTube series became a viral hit in Germany
  • How we use Snapchat to promote job opportunities
  • Lessons learned in the social web
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    11:40

    Using social media to engage the media

    Nathan Herring

    Nathan Herring, Social Media Coordinator, US AFRICOM

  • Monitoring social media during events and breaking news and determining reliable sources
  • Assessing social media narratives during a news event
  • Determining a response and connecting it with your organisation's media strategy
  • Engaging with news media on social media
  • Post-event evaluation and monitoring
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    12:20

    Networking Lunch

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    13:20

    Expreiences with social media and the Royal Netherlands Army

    Hans Damen

    Hans Damen, Director of Support, Royal Netherlands Land Army

  • Developments in Society 3.0
  • Hybrid warfare and social media
  • All politics are personal, what about Soldiering?
  • The end of #socmedia
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    14:00

    Perspectives from the UK Ministry of Defence on managing a successful external social media strategy

    Helen Craven

    Helen Craven, Head of Digital Strategy, Ministry of Defence, UK

  • Overview of how the UK Ministry of Defence utilise social media for recruitment and corporate purposes
  • Social media management at the individual services level and understanding the communications strategy hierarchy
  • Considerations of relationships between defence organisations and three Armed Forces and the challenges of maintaining a coherent strategy
  • Cross-government links and collaboration under the British government
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    14:40

    Perspectives from the UK Ministry of Defence on managing a successful internal social media strategy

    Robin Riley

    Robin Riley, Digital Transofmration Lead, Ministry of Defence, UK

  • New technologies and social media platforms that are being used by the Ministry of Defence for internal communication and collaboration
  • Managing the personal and the public communications space and the challenges this causes
  • Emergent use-cases for enterprise social media in UK defence
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    15:20

    Afternoon Tea

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    15:50

    Social media and the power of reputation for the defence and military sector

    Stuart Thomson

    Stuart Thomson, Head of Public Affairs Government and Infrastructure, Bircham Dyson Bell

  • Outlining the case for reputation management
  • The role that social media plays in brand reputation
  • Considering the risks of using social media and how to avoid collateral
  • Balancing communication channels on the social front for improved reputation health
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    16:30

    "When good pilots go rogue" - Unshackling an "Unofficial" social media strategy within the Military"

    Tim Davies

    Tim Davies, Hawk T2 Instructor and Requirements Manager the UK Military Flying Training System, RAF Valley

  • Why I created the first unofficial UK military blog
  • Pushing the boundaries to develop engagement
  • Speaking truth to power - The problem with middle-managers
  • How to know when you are doing it wrong
  • Fighting negativity and ignorance
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    17:10

    Chairman’s Closing Remarks and Close of Day One

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

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    8:30

    Registration & Coffee

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    9:00

    Chairman's Opening Remarks

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

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    9:10

    Keynote Address: The challenges and opportunities of social media in the Israeli Defence Force (IDF)

    Lieutenant Colonel (Res.) Peter Lerner

    Lieutenant Colonel (Res.) Peter Lerner, Former Spokesperson and Head of Foreign Press Branch, IDF

  • Influencers and the IDF social media strategy
  • Soldiers broadcasting the transparency of the ranks
  • Social combined with traditional media
  • 'Newsjacking' opportunities
  • Encouraging journalists to do your activity on social
  • Virality of 'bad news'
  • Emotionally appealing
  • Relatable
  • Available visuals

     

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    9:50

    The Department of Canadian National Defence's recent social media strategy

    Janice Keenan

    Janice Keenan, Director General, Marketing and E-Communications

  • Social media is the backbone of the Department of National Defence recruitment media plan to target Millenials and more specifically women and visible minorities
  • Tactics that will be used such as: YouTube, Instagram, convergent media, custom banners and so forth
  • Using social media platforms to link events to recruitment
  • Experimenting with Instagram and Live Streaming to demystify aspects of the CAF (Canadian Armed Forces), such as Basic Military Training
  • Assessing social media strategy so far, and impressions from current public engagement
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    10:30

    Morning Coffee

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    11:00

    Panel Discussion: Between "bots and people": The dilemma of efficiency versus a unique user experience

  • How do you engage with automation and is it relevant to the military and defence sector?
  • What are the professional and ethical dilemmas using automation and Artificial Intelligence (AI)?
  • How should we engage 'intimacy' with 'automation' in the future?
  • What future AI trends do you think we will witness that will influence your use of social media?
  • Lieutenant Colonel (Res.) Peter Lerner

    Lieutenant Colonel (Res.) Peter Lerner, Former Spokesperson and Head of Foreign Press Branch, IDF

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM

    Alexander Brand

    Alexander Brand, Branch Head Concept and Policy, NATO Centre of Excellence Defence against Terrorism

    Hans Damen

    Hans Damen, Director of Support, Royal Netherlands Land Army

    Ric Cole, Special Advisor, Federal Government of Somalia

    Jon Reay

    Jon Reay, Head of Strategy, E3 MEDIA LIMITED

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    11:40

    Exploitation of Social Media - a Counter-Terrorism perspective

    Alexander Brand

    Alexander Brand, Branch Head Concept and Policy, NATO Centre of Excellence Defence against Terrorism

  • Background on COE-DAT / Social Media project
  • CT analysis by the military - a black swan scenario?
  • Intelligence and Social Media - an unbridgeable opposition?
  • CT measures and Social Media - a possible outlook
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    12:20

    Networking Lunch

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    13:20

    Creating content for social media: What works to get audiences engaged?

    Jetmira Tershani

    Jetmira Tershani, Online Communication Manager, SAAB AB

  • Effective content strategy plans to stay ahead
  • Detailing what content works for the eclectic audiences
  • Channels
  • Media Formats
  • Targeting
  • How to 'boost' content once it is in the social domain
  • Understanding content success and analyzing feedback and participation
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    14:00

    Co-operation with YouTube influencer "Novritsch"

    Alexander Lintenhofer

    Alexander Lintenhofer, Head of Online Team, Austrian MoD

  • How the Austrian Armed Forces linked up with a youtube influencer
  • How we teamed up and integrated our new partner in our social media network
  • How we exploited Novritsch's 2,000,000 followers
  • How both partners managed to profit
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    14:40

    Afternoon Tea

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    15:10

    Social Media as a counter-propaganda tool

    Ric Cole, Special Advisor, Federal Government of Somalia

  • Counter-propaganda - the forgotten Info Ops discipline
  • Social Media - the weapon of choice (or not?)
  • Case Study: Countering Al-Shabab communications in Somalia
  • Lessons (not) learned - Wrong audience, wrong channel or wrong message?
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    15:50

    Social media and the military

    David Denney

    David Denney, Professor of Social and Public Policy, Royal Holloway, University of London

  • Current and future use of social media technology by the military and their families
  • The impact of social media use of military personnel and their families
  • Operational and managerial challenges created by social media in the military
  • Positives and negatives of social media use by the military
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    16:30

    "Project Cirrus" - Bringing technology together with human endeavour to fly higher, faster, further and longer

    Colin Jacobs

    Colin Jacobs, Managing Director, Immediate Future

  • What is Project Cirrus?
  • Reaching Ministry of Defence personnel
  • Global connectivity and DaaP (Defence as a Platform) resonance
  • Measuring success
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    17:10

    Chairman’s Closing Remarks and Close of Day Two

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM


    Branch Head Concept and Policy
    NATO Centre of Excellence Defence against Terrorism
    Head of Online Team
    Austrian MoD
    Director of Social Engagement
    SHRM
    Commercial Development Manager
    E3 MEDIA LIMITED
    Managing Director
    Immediate Future
    Professor of Social and Public Policy
    Royal Holloway, University of London
    Head of Marketing
    Bundeswehr
    Director of Support
    Royal Netherlands Land Army
    Head of Digital Strategy
    Ministry of Defence, UK
    Director General
    Marketing and E-Communications
    Online Communication Manager
    SAAB AB
    Head of Strategy
    E3 MEDIA LIMITED
    Former Spokesperson and Head of Foreign Press Branch
    IDF
    Social Media Coordinator
    US AFRICOM
    Deputy Director, Defence Forces Public Relations Branch
    Irish Defence Forces
    Special Advisor
    Federal Government of Somalia
    Digital Transofmration Lead
    Ministry of Defence, UK
    Head of Public Affairs Government and Infrastructure
    Bircham Dyson Bell
    Hawk T2 Instructor and Requirements Manager the UK Military Flying Training System
    RAF Valley

    Official Media Partner

    Official Publication

    Supporters

    Preliminary List of Attendees - 2017

    Download

    Interview with Andy Green, Commercial Development Manager, E3

    Download

    #milsocialmedia Twitter Q&A with Colin Jacobs, Managing Director, Immediate Future

    Download

    Interview with Alexander Lintenhofer, Head of Online Team, Republic of Austria Federal Ministry of Defence & Sports Communicatio

    Download

    Interview with Harald Kvam, Digital Editor, Norwegian Armed Forces Media Center

    Download

    Interview with Stuart Thomson, Head of Public Affairs, Government and Infrastructure, Bircham Dyson Bell

    Download

    Interview with Brad Kimberly, Defense Media Activity, US Department of Defense

    Download

    Past Attendees for #MilSocialMedia 2016

    Download

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    The independent authority on search vendors, topseos.com, evaluates and ranks the top internet marketing companies. Categories ranked by topseos include: search engine optimization, pay per click management, affiliate marketing, social media optimization, and many more. Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns. The pathfinder service allows topseos to work directly with you to help find companies that best fit your business needs. Why waste time searching through thousands of sites with false promises? Go straight to the authority, gain insight into the industry, and work with the best.


    Defence Suppliers

    Supporters
    http://www.defence-suppliers.com

    Defence-Suppliers provides a unique platform to present your latest equipment and systems to the world's defence and security industry. We are a key information resource for MODs, DODs, decision makers, governments, prime contractors, service chiefs, defence ministers, police forces and system integrators. Delivering a comprehensive breakdown of products and services from leading industry contractors, with up-to-date news and press releases when developments occur. With links to all the major industry events, the portal provides an opportunity for visitors to develop international relationships and generate new business opportunities.


    Social Media Examiner

    Supporters
    http://www.socialmediaexaminer.com

    The world’s largest online social media magazine, Social Media Examiner helps businesses discover how to best use social media, blogs and podcasts to connect with customers, drive traffic, generate more brand awareness and increase sales. Social Media Examiner hosts the popular Social Media Marketing Podcast and the industry's leading physical conference, Social Media Marketing World - http://www.socialmediaexaminer.com


    Exclusive.org

    Supporters
    http://www.exclusive.org

    Exclusive.org is an event marketing platform and collaborative dashboard facilitating exchange of event information, engagement and exposure to targeted audiences through creative digital storytelling. https://www.exclusive.org

    Copthorne Tara Hotel

    Scarsdale Place
    Kensington
    London W8 5SR
    United Kingdom

    Copthorne Tara Hotel

    The Copthorne Tara Hotel London Kensington is an elegant contemporary four-star hotel in prestigious Kensington, located just a two minutes walk from High Street Kensington underground station, making exploring easy. The hotel offers well-appointed and comfortable guest rooms combining Standard, Superior and Club accommodation. Club rooms offer iconic views over the city and include Club Lounge access for complimentary breakfast and refreshments. Guests can sample the authentic Singaporean, Malaysian and Chinese cuisine at Bugis Street, traditional pub fare at the Brasserie Restaurant & Bar or relax with a delicious drink at West8 Cocktail Lounge & Bar.

    The Copthorne Tara Hotel boasts 745 square meters of flexible meeting space, consisting of the Shannon Suite and the Liffey Suite, ideal for hosting conferences, weddings and social events. Facilities include access to the business centre 24 hours a day, fully equipped fitness room, gift shop, theatre desk and Bureau de Change. With ample onsite parking outside the London congestion charge zone and excellent transport links via Heathrow Airport, the hotel is the perfect location for business or leisure stays. The hotel is within close proximity to the shops of High Street Kensington, Knightsbridge and Westfield London, Olympia Conference Centre, Royal Albert Hall, Kensington Palace and Hyde Park.

     

    HOTEL BOOKING FORM

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    WHAT IS CPD?

    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

    CPD AND PROFESSIONAL INSTITUTES

    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

    TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SAE Media Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

    GLOBAL CPD

    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@saemediagroup.com

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    Contact SAE Media Group

    UK Office
    Opening Hours: 9.00 - 17.30 (local time)
    SAE Media Group , Ground Floor, India House, 45 Curlew Street, London, SE1 2ND, United Kingdom
    Tel: +44 (0) 20 7827 6000 Fax: +44 (0) 20 7827 6001
    Website: http://www.smgconferences.com Email: events@saemediagroup.com
    Registered in England - SMi Group Ltd trading as SAE Media Group




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