3XE Social – Agenda

November 17
Book Tickets


Greg Fry, 3XE Chairperson

Conference Opening

Your chairman for the conference, Greg Fry, will open the conference and introduce the agenda and topics for the day.

Greg is an International Social Media trainer delivering regular LinkedIn, Facebook, Twitter, YouTube, Instagram, Pinterest, Snapchat, WhatsApp and Social Business Strategy training and workshops for institutions such as the Digital Marketing Institute, Sure Skills and the Digital Skills Academy.



Leighton Penrose, CEO, Penrose Digital Marketing & Social Media

Best Strategies for Paid Social in 2022

Leighton will identify all of the changes that we’re going to have to make moving into 2022 in regards to our Paid Social Strategy. Paid Social is the life blood of a lot of businesses out there and it’s important the strategies we are going to have to consider implementing off the back of the pandemic and the way people engage with paid advertising;

· Behavioural Biases

· Paid Advertising in 2022

· Campaign Strategies


Cathal Melinn, Founder @ Digital Basics

Measuring the influence of influencers on Social Media

This practical talk will be delivered as a short lecture piece, covering types of influencers, how to choose and influencer to partner with.

Importantly we’ll cover and how to avoid low value of scam-level influencers who could negatively impact brand reputation

To measure performance we’ll go through

· setting objectives

· measuring performance in terms of sales and leads

· affiliate tracking



Mikie Flood & Lorna Noone @wolfgang Digital

No Cookies? No Problem! How We Drove 1 Million Euro In 5 Months By Putting First-Party-Data First

With the prospect of a cookie-less future ever looming, it has become more important than ever for businesses to invest in their first party data strategies

Wolfgang Digital will be sharing how they fully integrated all of their digital channels to form a killer first party data driven conversion strategy for their client BodySlims.

This future-proof strategy delivered 174% YoY business growth for BodySlims and highlights the importance of starting to build your own first party data strategies right now




Coffee Break

Time for a break, visit the exhibition stands, get some swag, and network with your fellow delegates.


Clare O’Hanlon, Publicis Dublin

Creativity + Commerce + Community: the promise of TikTok

The power of TikTok to entertain, excite and engage audiences – and where creativity and commerce intersect. Using leading examples, Clare will;

• Explore how brands and businesses are using TikTok to best effect

• The arrival of true social commerce, working at scale and at speed



Marie Clare Byard, Founder, Now Media

How to use Social Imagery and Video to get your campaigns seen?

Text-based content is always going to be an integral part of marketing, but to really set yourself apart in the digital era, visual content must play a pivotal role in all of your efforts.

When you consider that;

– 65% of people are visual learners

– 90% of information that comes to the brain is visual

– Presentations with visuals are 43% more persuasive

It makes sense to use content types with which people respond to and have an innate psychological resonance with.




Q&A with Clare O’Hanlon and Marie Clare Byard



Nom, Nom, Nom!

Don’t forget to visit the exhibition stands!


Cian Corbett, Digital and Innivation Marketing Manager @ AIB

Putting the Social back into Social Media

As the Social Media evolution continues to turn the platforms into broadcasters some brands risk losing what made social media special – the opportunity to connect. Since the pandemic AIB have reshaped how they use social media with a view to;

· Strengthening relationships

· Developing customer insights

· Putting the social back into social media



Stephen O’Leary, Managing Director @ Olytico

Social Media during Lockdown – The Good, the Bad, and the Ugly

As Ireland and the word locked down at various times over the last 18 months, an increasing number of people took to social networks to find information, share opinions and connect with people. As restrictions began to ease, Olytico listened as we talked about our hopes and dreams for life post lockdown. During his presentation entitled – “Social Media during Lockdown – the Good, the Bad and the Ugly!” Stephen will answer questions including:

What did Irish people miss the most?

– What are we most excited about seeing and doing?

– What changes are we hoping will remain permanent?

– What do we think the future will look like

– How can brands use these insights to best meet the new needs of their customers?



Dr. Aileen McGloin – Director, Marketing and Communications, Safefood & Aoife O Reilly – Communications Manager – Digital and Health at safefood

Can behavioural science drive a successful Digital Marketing Campaign? It takes a hero to find out!

In partnership with both Departments of Health, North and South, Healthy Ireland, the Health Service Executive and the Public Health Agency, Safefood is engaged in a 5-year campaign called ‘START’ to help maintain a healthy weight in children. The campaign aims to support parents to take the first step in improving their child’s health and to stick with those changes. A key behaviour is minimising the intake of foods high in fat, salt and sugar, or ‘Treats’.

Safefood and their partners use the Behaviour Change Wheel and the COM-B planning model to optimise communication to change treating behaviour. Com-B stands for Capability Opportunity Motivation – Behaviour. In this session Safefood will clearly outline;

– How they successfully applied this behaviour change framework across their communications channels

– How Digital Communications can play a unique role




Q&A with Cian Corbett, Stephen O’Leary and Dr. Aileen McGloin



Conference Close

Hope you had a great day!