Expect influencer fever in Florence on March 20 when the first edition of Florence Update takes place at the Teatrino Lorenese at the Fortezza da Basso.

A pioneering event focused entirely on the growing fields of influencer marketing and travel blogging, the conference will spotlight eight of the most famous Italy-based bloggers, all of whom will share details of their professional experiences onstage: Francesca Barbieri of I Viaggi di Fraintesa; Ilaria Barbotti, founder of Igersitalia; Nunzia Cillo of Entrophia; Valentina Piccini of Mamme a Spillo; Gian Luca Sgaggero of Viaggia e Scopri; Manuela Vitulli of Pensieri in Viaggio; Georgette Jupe of Girl in Florence; and Laura Masi of Ruberry’s Jotter. Artistic director of the festival Antonio Ficai, co-founder of Igersitalia, will join them.

Beyond speaking about their experiences and digital strategies, these experts will respond to questions increasingly relevant to businesses, individuals, and especially individuals aiming for their “personal brand” to be their business: who is an influencer? Who can become one and with what skills? What makes it a viable profession?

The program for the day will be broken down into three main sessions, beginning with a talk show and panel discussion (9am-1pm, free admission). Bloggers and influencers will discuss the challenges and practical aspects of the jobs, including the expectations of, and obligations to, businesses once agreements are made. They will also touch on topical subjects like the spread of false news and the rapid evolution of social media, and the necessities of staying informed and up-to-date on such phenomena. Additionally, the topic of covering a destination—and specifically, the high-traffic tourist hub of Florence—will be discussed.

The afternoon sessions require a participation fee and are particularly aimed at tourism industry officials and business owners wishing to work with influencers. From 2pm, check-in will open for a 3pm workshop on how to select the right influencer for a given company or brand, and the ins and outs of initiating a business relationship as part of a marketing plan. After the workshop concludes at 6pm, a special #Meettheexperts session will offer the chance to speak one-on-one with the panel participants.

#FUP2018 is sponsored by Firenze Convention Bureau, Firenze Fiera and the OIC Group. Registration is required for all events; view more details and sign up on the website.