In this episode Stella interviews Carla Boyd, Senior Social & Content Marketing Manager at Cineworld Cinemas Live from the Cineworld London Head Quarters they delve into influencer relations and why Cineworld UK has decided to switch nearly all of their communications to working only with social influencers over journalists.Carla explains how the essence and the feeling of cinema is being brought to life by the social influencers they’re working with, which traditional comms struggles to portray the same magic. Carla shares the how talent selection is key to the success; how and her team’s selection of mid-tier passionate content creators has paid off; as their content is connecting the brand with important audiences from families to hard to reach young adults.Stella asks Carla to talk through their process, from sourcing the right influencer partners, the deal set ups, briefing and of course measurement and evaluation.This interview is packed full of tips for anyone aiming to work with social influencers now or in the near future. Special Guest: Carla Boyd.