Social Media Belfast

Conference programme

• Session 1
  09:00 - 11:00
• Session 2
  11:30 - 13:00
• Session 3
  14:00 - 15:30

08:30 am

Registration and morning coffee

09:00 AM

Principles of effective LinkedIn marketing

Our conference chair Paul will open #SMBelfast examining the key challenges and opportunities of LinkedIn. He will look at the principles of effective LinkedIn usage and provide practical tips and examples of success for you to implement in your organisation.

Paul McGarrity, Managing Director, Octave Digital

From Wales to the world: How social media is used to promote Wales

Catrin will focus on Visit Wales’ approach to social and explain how flexibility and adaptation, linked to an emotional connection with potential visitors, is at the heart of the work. Using examples that will be applicable to businesses as well as to destinations, she’ll show how staying true to your brand is core to delivery.

Catrin Elis, Senior Content Editor, Visit Wales

The importance of video in social media marketing

Matt will discuss why video is a powerful tool for capturing attention and driving engagement on social media. He has worked with brands including TikTok UK, Audi, BMW, Mercedes, Porsche and more.

Matt Stevenson, Owner, Infinite Vision

Harnessing social media during a crisis

Stephanie will share how NIE Networks harnessed social media as a vital communication tool to keep stakeholders informed during Storm Éowyn. Learn from their experience when faced with a crisis on how to manage your socials effectively.

Stephanie Kennedy, Social Media Manager, NIE Networks

What works in the public sector?

Social media in the public sector can be a powerful tool to engage and inform communities of people. Colin will highlight best practices, common challenges, and successful approaches for using social media in a public service context.

Colin Hassard, EdIS Senior Digital Communications Officer, Education Authority Northern Ireland

Questions & answers / Panel discussion

11:00 AM

Coffee and networking break

11:30 AM

Helping businesses be more accessible and inclusive

AbilityNet is a pioneering UK charity transforming the lives of older and disabled people, working with organisations of all types and sizes to build a digital world that is accessible to all. Learn simple, actionable steps from Jess at AbilityNet in order to ensure your business can foster a diverse and inclusive digital community.

Jess Cahill, Senior Accessibility & Usability Consultant, AbilityNet

Bringing branding to life on socials

Matt oversees all marketing, branding, PR, digital and social media strategies across six hotels. He will share how Hastings Hotels brings its brand to life through engaging and authentic social media content along with practical insights into creating content that resonates with a range of audiences.

Matt McRoberts, Head of Marketing, Hastings Hotels

Health and social

The British Medical Association represents, supports and negotiates on behalf of all UK doctors and medical students. Becky will explore the evolving relationship between health and social media, specifically how it can be used as a support network in modern healthcare. She will highlight the challenges and opportunities the BMA have faced when using online platforms.

Becky Atkinson, Communications and Social Media Officer, British Medical Association

Effectively optimising ROI with strategic social media marketing

SumUp is a leading global fintech company, whose mission is to empower small businesses by levelling the playing field, they are continuously expanding their product range into new markets. Sheena will present on how businesses can maximise their return on investment through smart, data-driven social media strategies.

Sheena McCaugherty, Senior Global Social Media Manager, SumUp

Questions & answers / Panel discussion

01:00 PM

Networking Lunch

02:00 PM

AI and social media: A match made in heaven?

Nicole is senior consultant for innovation at London-based agency Battenhall, with clients ranging from tech giants to gaming companies. A self-professed geek and a specialist in emerging social media platforms and channels, she's been deeply interested in the world of AI since before ChatGPT went public in 2022.

Nicole Mezzasalma, Senior Consultant, Innovation, Battenhall

Getting the most out of your paid ad campaigns

Dan takes a practical look at how to make paid advertising work harder for you. He will focus on key principles for creating effective campaigns, reaching your audience, and making the most of your budget across digital platforms.

Dan McCarry, Owner & Founder, Counter Digital

Engaging customers through social

The Boulevard has been on a steady upward trajectory in recent years, consistently breaking its own records and saw its best summer ever in 2024 with a +19% increase in sales and +5% growth in footfall this year compared to 2023. Beth will present on their social media strategy and success at The Boulevard Banbridge.

Beth McDaniel, Marketing Manager, The Boulevard

Creating accessible content

In an era where social media is a dominant form of communication, it's crucial to ensure that all users can engage with content. From simple text formatting to advanced features like image descriptions and video captions, Laura will share key strategies to make social media content accessible to all.

Laura Cummings, PR and Communications Manager, RNIB Northern Ireland

Questions & answers / Panel discussion

03:30 PM

Conference close

• Session 1
  09:00 - 11:00
• Session 2
  11:30 - 13:00
• Session 3
  14:00 - 15:30