Our final The Tomorrow Lab Presents event of the year will focus on Digital Strategy. As the new year approaches, this event will give individuals and businesses the knowledge and expertise to develop a strategy for their business. This session will look at a range of areas relating to digital strategy, with various speakers sharing their expertise.
When: Thursday 30th November 2017
Where: The LIFE Centre
What: Digital Strategy
Oscar Carreras Sandoval – Director of SEO (EMEA) at Expedia Inc.
Oscar Carreras Sandoval is a Spanish Linguistics graduate from the University of Zaragoza, with a wide knowledge of new technologies resulting from an additional certificate in Advanced Computing. In the past, Oscar has worked as an International SEO consultant for WebCertain, a Multilingual SEO agency and run Global SEO departments as SEO Manager for Hotels.com and Senior Online Marketing Manager for Pokerstars. Currently, Oscar works as a Director of SEO for Expedia, a well-known travel site.
Talk Title: Utilizing User Research as an SEO Content Engine
Nowadays companies that are not user-centric are likely to demise. In this world, the search volume prioritization paradigm around content creation doesn’t cut it anymore. Content, like anything else, needs to revolve around the user.
David Johnston – Founder of OutsideIn
David is 25 years old, living in Belfast and last year graduated from Stirling University with a degree in business management. During his time in Scotland, David co-ran a social media page called Humans of Edinburgh which told unique stories of people in Edinburgh whom he met on the streets. Before long, the page grew to 63,000 followers, showing the compelling value of a story. Last year, David founded a streetwear social enterprise called OutsideIn that looks to bridge the gap between society and those who are without a home. OutsideIn’s vision is to be more than an apparel brand and to help rewrite the story of homelessness globally.
Talk title: Vision + Action = Movement
Our aim is to see social interaction take place between those living on the streets and passers-by so that negative perceptions can be crushed, relationships can be built, and value can be restored to those who need to know their lives matter.
In our brief talk, we want to impart our vision to see transformation come to the streets of our cities, both locally and across the world. We believe that through digital platforms, we are seeing this vision accelerate and become more and more of a reality every day. The power of photography, videography and sharing stories online has had a monumental impact in raising awareness of a problem that has been ignored for too long.
Using our cameras and social media platforms, we want to rewrite the story of homelessness for good – and we want to show you how.
Sarah Shimmons – Head of Marketing, Linwoods
Sarah leads the marketing team at Linwoods Health Foods, a superfoods company based in Co. Armagh, that exports to more than 30 countries worldwide.
She has responsibility for the organisation’s marketing functions and her remit covers strategy development, innovation, marketing communications, customer marketing and research, with a particular focus on the UK, Irish, Spanish and U.S. markets.
Sarah is a member of the Marketing Institute of Ireland and possesses a Master’s degree in Marketing.
Before joining Linwoods Health Foods, Sarah held senior marketing roles with C&C Group PLC and Coca-Cola HBC Ireland.
Talk Title: Digital Strategy is Dead
Isn’t digital strategy just strategy? Sarah will be making the case for how digital marketing has become so integral to your strategy that it is no longer good enough to think of it as an independent. Sarah will share the basics of evolving a traditional marketing model to a more digital-centric one and show examples of how Linwoods Health Foods have taken these principles to heart.
Andi Jarvis – Founder of Eximo Marketing
Andi is the Founder and Strategy Director of Eximo Marketing, a Bangor-based marketing strategy agency. Originally from Bradford, Andi has worked with a number of global brands and some of Northern Ireland’s biggest businesses to develop and implement marketing campaigns. He holds an MSc in Marketing from Ulster University and regularly speaks at events about marketing strategy. You should also know that Andi likes to talk, at length, about being a dad, his BBQ, rugby league, cricket and has recently launched a fundraising project, Wifi Refugees.
Talk title: The 10-minute Marketing Strategy
Marketing strategy scares a lot of people. It feels like a huge project that would be easier to do if everything else in the business would just stop for a week or two. Sadly that never happens! So Andi will demonstrate how 10 minutes can be used to start to build an effective marketing strategy.
Eamonn Connolly – Business Development Manager at The Tomorrow Lab
Eamonn is a Business and Japanese graduate from the University of Ulster and has over 15 years’ experience in Sales and Marketing in Ireland and internationally. His background covers Recruitment, Advertising, Software and Web Development. His passion for all things digital started in 2006, initially selling PPC campaigns and marketing solutions to companies throughout Ireland. A certified Neuro Linguistic Programme Practitioner, Eamonn has a passion for solving business challenges and getting under the skin of digital issues. He consults on website design and user experience, technology improvements and system integration. He has an enthusiasm for all things business and thrives meeting new customers and facilitating the development of their business further.
Talk title: Customer Engagement – Getting it Right
How do we effectively engage with our customers and what lessons can be learnt? This presentation will take a look at customer touch points and considers the importance of digital as part of the overall strategic mix.
Catherine McKernan – Digital Marketing Executive, Galgorm Resort & Spa
Transitioning from material handling, recycling and all things manufacturing-related to hospitality, Catherine’s marketing career began during University whereby she graduated from Ulster University in 2015 with a First Class Honours in Marketing. Following a successful placement with a local manufacturing company, Catherine joined as Digital Marketing Executive; one-half of the ‘Digital Duo’ as they are affectionately known.
Having received recognition from industry bodies including the LCN Awards for ‘Best Use of Social Media’ in 2016, CIM Ireland for ‘Best Campaign in Travel & Tourism’ and highly-commended ‘Best In-House Team’ at the 2017 DANI Awards, the team at Galgorm Resort & Spa harness an innate understanding of the digital landscape. On a day-to-day basis, Catherine is responsible for managing all aspects of the digital presence for the award-winning luxury Resort & Spa, its myriad of departments, campaigns, and not to forget, a family of restaurant brands. Blogging, baking and photography are all passions of Catherine’s, although not necessarily in that order.
Talk title: The Multichannel Digital Approach
We’re told we need to be where our customers are. But what happens when the landscape continues to expand? The proliferation of channels available to target customers can leave heads spinning. Catherine will discuss how Galgorm Resort & Spa have utilised a multichannel approach to digital in order to reach customer personas and target audiences, providing examples throughout.