1 Day / 22 Great Speakers

7 Workshops

Croke Park, Dublin. Wednesday, 17th May, 2017


Content marketing is all about the creation and sharing of digital material. This includes videos, blogs, ebooks, articles and social media postings. It requires you, as a marketer, to understand how to develop and re-purpose this content in a way that promotes your brand values and causes customers to take action.

We have carefully curated this agenda to ensure that you leave this conference with clear and actionable takeaways around an understanding of how to implement a Content and Social Media Strategy for your business. The speakers that we have invited are definitely the people that you want to learn from, as they do this stuff every day, for themselves and their clients!

Here is the agenda for the “3XE Digital – Content & Social Media Conference“ that takes place on 17th May in Dublin, Ireland. As promised, the agenda includes plenty of networking opportunities.

Please note that this schedule is subject to change.


Anthony Quigley

Conference Opening

Your chairman for the conference, Anthony Quigley, will open the conference and introduce the agenda and topics for the day.




Natalie O’Keeffe, Business Development Manager at Google

Optimising Video as Part of the Content Marketing Mix

Natalie is an ambitious Digital Marketing professional with over 6 years experience in the marketing and digital marketing sector, working with Google’s top UK Media Agency Partners from the EMEA HQ. She helps brands to grow on Youtube – the world’s largest video platform!

Natalie previously held roles across Search Engine Marketing, Data & Analytics, Digital Planning & Strategy, and Sales, working with brands including Vodafone, Disney and Samsung, and Irish household names such as An Post, Dublin Airport, SuperValu and Centra.

Speaker Details and Biography



Sean Earley

Sean Earley, Digital Creative Director at New/Slang

Real Time Marketing Isn’t Dead Yet

Seán’s entertaining presentation focuses on how Real Time Marketing, the once poster child of social media, hasn’t gone away and how it represents the apex of balancing business objectives with undeniable audience insight. He’ll also discuss how marketeers can build an agile template for success for activation. Seán draws from his wealth of experience in running successful Real Time Marketing campaigns for a range of clients including Unilever and Lidl.
Speaker Details and Biography




Kevin Koidl, CEO of Wripl Technologies

Cognitive Solutions – The What, Where and How

This talk will demystify what is meant by term “cognitive“ and how Cognitive Solutions can (and are) being applied by marketing professionals and business leaders across the globe. Specifically, Kevin will provide a range of marketing case studies where cognitive solutions have been applied. Some of the topics being covered include Trend Prediction, Machine Learning and Advanced schema-based SEO techniques.
Speaker Details and Biography





Brendan Almack, Director & Roisin Linnie, Head of Social at Wolfgang Digital

The Evolution of Facebook Advertising – From Making Friends to Making Money

The days of not knowing the value that social advertising delivers for your brand are over. KPI selection, robust measurement protocols and target stetting are the keys to leveraging social advertising. Brendan & Roisin from Wolfgang Digital will share a strategy for driving measurable return on investment using and combining multiple Facebook ad formats across the purchase funnel.

Brendan Almack Details and BiographyRoisin Linnie Details and Biography



Simon Swan, Met Office, UK (May 2017)

Simon Swan, Head of Digital Strategy & Transformation at Met Office, UK

Building a Digital Knowledge Centre

One of the main challenges for marketers in what has become a very small and very crowded world, is differentiation. Simon has spent much of his career using digital technologies and his own digital smarts in making sure that he says ahead of the competition. In this exciting presentation, Simon clearly and concisely explains the simple steps that modern marketers can put into place in order to differentiate yourself and your organisation from your competitors.

Speaker Details and Biography


Panel Discussion

We invite all of the previous speakers to the stage for a Q&A session, where the audience have an opportunity to delve into some of the issues that have been presented.



Coffee / Tea Break

Networking opportunities and a chance to meet with some of the sponsors as well as peers (and don’t forget your long-lost digital marketing friends that you seem to only meet and chat to online these days!)



Dave Morrissey, Client Solutions Manager of Retail & eCommerce at Facebook

The Future of Marketing is Traditional and Visual

In order for marketers to catch the wave of technology that enables personalization and consumer curation, there needs to be a reminder of the roots of marketing. And in our attention economy, marketers need to be video first in order to generate impact.

Speaker Details and Biography




Colman Walsh, Founder & CEO of UXTraining.com

My Country: The User Experience

As the worlds of digital marketing and User Experience (UX) converge, Colman explores the principles of experience design and shows how they can be applied beyond software and applications into the world of marketing.

It compares the user experience of different cities and countries, and offers five lessons that digital marketing teams can bring to their projects.

Speaker Details and Biography




Kieran Flanagan, VP of Marketing at HubSpot

How to Create Product Driven Growth

Kieran’s engaging presentation is all about building growth. He will provide delegates with a clear understanding of the 3 pillars to create awesome growth (acquisition, monetization, retention).

The year was 1741, a magazine in Philadelphia publishes one of the first known advertisements for a product, and it was for coffee.

Over the years businesses have continually looked for new ways to grow an audience for their product or service. Direct mail, online banner ads, excessive email, content marketing, the tactics have changed as technology has evolved.

In this presentation, Kieran covers a product driven growth framework. We’ll go through 3 key areas and give examples of how some of the fastest growing companies in the world are leveraging them to scale up their businesses at record speeds.

Kieran talk will be peppered with examples from globally recognised brands and companies. He will also be including examples of client engagement operations that he has been working on while building this model HubSpot over the past year.

Speaker Details and Biography




Laura Crimmons, Communications Director at BRANDED3

The Digital PR/Content Marketers Essential Toolkit

In this presentation, Laura shares some of the very best tools and apps available to help you to both succeed in link acquisition and content marketing in 2017. During her exciting talk, she will be focused on

* Finding and understanding your audience

* Finding easy link opportunities

* Idea generation – overcoming creative block

* Campaign creation – data sources, imagery sources etc

* Building seeding/contact lists – free and premium ways to find contact details

* Content promotion – beyond influencers how else to drive traffic

* Reporting value and results

Speaker Details and Biography




Darren McManus, Digital Marketing Strategist, Arekibo

The State of Social Media Marketing in Ireland

With the introduction, in recent times, of new social channels, improvements and adaptations of existing channels and significant changes in user behaviour, we have also seen the emergence of a multitude of new challenges and frustrations for organisations of all kinds and particularly marketing departments. Arekibo surveyed over 100 Irish organisations to better understand how they use Social Media and how they perceive the new opportunities and challenges it presents. Darren will discuss the findings of the resulting report on Social Media Marketing Trends in Irish Business.

Arekibo is a Dublin based Award Winning Digital Agency. Since 2002 they’ve been partnering with businesses to develop tailored digital strategies & brilliant digital products.

Speaker Details and Biography




Panel Discussion

We invite all of the previous speakers to the stage for a Q&A session, where the audience have an opportunity to delve into some of the issues that have been presented.



Woohoo! Lunchtime!

Time to network with peers, discuss the events of the morning and look forward to the workshops and speakers in the afternoon




We want to ensure that you get the very most from your attendance at the 3XE, so we have included a number of practical workshops. During the presentations, you will find out “what’s possible” using digital technologies. During the afternoon, you have a range of workshops to choose from. These workshops are all designed to provide you with “how to” know-how. The facilitators will take you behind the hype and show you how to actually implement certain aspects of content and social media marketing.The workshops are designed to ensure that you take away a clear and practical understanding on how to put your new-found marketing knowledge to use.You can choose to attend 2 of these workshops from the options below. Of course, your colleagues may elect to attend different workshops and you can compare notes afterwards.Each workshop is 40 minutes long. Choose from 2 of the following list.

Wolfgang Digital

Workshop #1



Michaela Simpson, Head of Content and Kevin Moore, Technical SEO Analyst at Wolfgang Digital

The Content-SEO Combo: The Key To Long-Term ROI

An ongoing challenge for content marketers is presenting ROI. In this workshop, Michaela and Kevin will demonstrate how to drive an ROI that continues long beyond the end of your campaign.

Brought to life by a successful case study, you will learn how to strategically combine tactics including ‘Skyscraper Content’, Native Content and SEO to ensure your content delivers month after month, year after year. You’ll also learn the step by step process to optimise your content for the new holy grail of organic search: ‘Position Zero’.

Michaela Simpson Speaker Details and BiographyKevin Moore Speaker Details and Biography


Workshop #2


Laura Crimmons, Communications Director at BRANDED3

Utilising Data In Your Digital & PR Strategy

Data journalism has been on the rise for years; nowadays a large proportion of news stories will include some form of data in the headline or body meaning as a PR having data in your campaign can significantly help its pick-up chances.

The problem with this is that some brands still insist that they have no data they can share or that it’s too expensive to acquire, this will run through the various ways we can overcome this to leverage data in campaigns.

This Workshop will cover not just how to use data as part of the story but also how to use data to inform the overall strategy, examples of data types are:

* Publicly available – e.g. from a FOI request, ONS

* Company data – e.g. sales trends

* Purchased – e.g. from a survey or third party

* Freely collected – e.g. generated from a quiz

Speaker Details and Biography

Ciontent Plan

Workshop #3


Greg Fry, CEO of Content Plan

Optimising Video As Part of Your Content Strategy

Greg is always an engaging and inspiring presenter. In this, very active workshop, Greg clearly demonstrates why you should actively encourage and promote video creation and usage as part of your storytelling and content marketing.

Speaker Details and Biography


Workshop #4

Caoimhe Gaskin

Caoimhe Gaskin, Content Marketing at Digital Marketing Institute

Content Marketing on a Shoestring Budget

In this workshop, Caoimhe will share some practical solutions for your content needs that you can implement immediately, recommend apps and tools for producing content using mobile journalism techniques and highlight the key metrics for measuring success in your multimedia efforts.

Speaker Details and Biography


Workshop #5



Nicole Owens, Digital Account Manager & Mei Ling Tong, Digital Account Executive at Connector

Influencer Marketing Workshop

The buzzword of 2016, and a trend which is going to continue right throughout 2017, will see an increasing number of marketers turning to influencers to help combat ad avoidance, bring fresh creativity to their marketing and help their brand resonate with the social media generation.

With influencer spending increasing, more easily measurable results and outreach getting easier, this is the perfect opportunity for you to join Connector, the leading influencer marketing agency in Ireland, to learn how to plan, execute and measure campaigns with influencers!

Nicole Owens Speaker Details and BiographyMei Ling Tong Speaker Details and Biography

All Good Tales

Workshop #6


Jack Murray, CEO at All Good Tales

How to Tell a Great Story

Does it ever feel like a struggle to get the world to care what you’re talking about?

Next time, remember this:

Those with the best stories succeed.

Communications is changing, we now live in a golden age of storytelling.

Great stories solve big problems and overcome the most difficult of obstacles. Great stories defeat apathy by exciting people’s most basic needs. Great stories overcome distraction by grabbing attention. Great stories are a magnet for more.

In this workshop, Jack will bring you from press releases, technical articles and boring reports to engaging, emotionally intelligent stories that resonate with audiences.

Speaker Details and Biography

Workshop #7


David Gaughran at DavidGaughran.com

How Content Marketers Can Use Ebooks More Effectively

Content marketers generally think of e-books as lead-generation tools, image-heavy PDFs that are essentially white papers with some nice graphics.

The problem is, this approach was invented eight or nine years ago and it’s now a very outdated vision of ebooks and most people today read ebooks in completely different formats. This approach also neglects all the other valuable ways that ebooks can be used. For example, ebooks are a huge business and can be revenue generators themselves. Ebooks can also raise a company’s profile – the social proof/credibility from having a book (especially a bestselling one) can be significant.

Finally, even if you just want to focus on lead generation, you need to consider taking your ebook out of your walled garden and making it publicly available on Amazon – where ebooks can generate tens of thousands of downloads… a day.

Expected Learnings and Outcomes

* The basics on how to publish on Amazon (and Apple etc.) where self-publishers (and other “non-traditional” publishers) have taken over 40% of the market.

* Alternative ways to use ebooks/ebook content.

* Recognition of slightly different approach needed. Kindle ebooks are generally narrative-heavy rather than image-heavy which requires a slightly different style: more engaging, conversational, and stellar writing in general.

* Revenue potential is significant (royalties are up to 70% of sale price on Amazon), but more for general/how to books than B2B.

* Kindle ebooks are essentially just a collection of HTML pages zip-like wrapper, meaning you can put external links throughout the text, and direct readers to specific landing pages.

Speaker Details and Biography



Coffee / Tea Break

Networking opportunities and also a welcome “pick-me-up“ after the workshop sessions.


Samuel Scott, Logz.io

Samuel Scott, Marcom Director at Logz.io & Columnist at The Drum

The Biggest Lies That Digital Marketers Tell Themselves

Too much of the time, people accept whatever so-called experts and influencers tell them. We believe whatever we hear within the digital marketing echo chamber — even when those ideas are presented without evidence and later shown to be false. In this keynote address, Samuel Scott, the Marcom Director of log analytics platform Logz.io and a columnist for The Drum, will highlight the biggest lies and falsehoods within online marketing.

Speaker Details and Biography



Ben Whitelaw

Ben Whitelaw, Head of Community and Digital Development at The Times & The Sunday Times

Creating Scarcity and Habit in a World of Abundance and Chaos

People thought The Times was mad when it eschewed breaking news and move to an ‘edition publishing model’ during the redesign of its website and smartphone last year. But the decision is paying off with a 30% increase in users and more pages consumed per visit than a year ago. Ben will talk about how it came about, why it’s been good for readers and what was learnt along the way.

Speaker Details and Biography




Panel Discussion

We invite all of the previous speakers to the stage for a Q&A session, where the audience have an opportunity to delve into some of the issues that have been presented.



Conference Close

Thanks for coming! Closing conference remarks by Anthony Quigley.