Digital DNA Show Guide

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Ireland?
visit www.iedr.ie
Register your business as .ie
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and tell your customers that your business is local.
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Anne Chapman,
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www.digitaldna.org.uk
#DigitalDNA
TITANIC BELFAST
15 October, 2015

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DIGITAL DNA
AWARDS
RECOGNISING SUCCESS…
I N A S S O C I A T I O N W I T H
7 APRIL, 2016
TITANIC BELFAST

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We have put a lot of effort into creating a conference
that will have direct benefits for Northern Ireland
businesses. We plan to take you on a journey of
discovery where you’ll hear from global thought leaders
and meet businesses from Northern Ireland who
understand the role of digital technology and have
embraced its power to help their businesses grow
locally and internationally.
Engaging key note speeches, interactive workshops
and networking opportunities with global thought
leaders are just some of the great activities available
at Digital DNA 2015. The programme of events is
designed to fulfil our core objective - to engage, inspire
and empower your business to grow.
Digital DNA began life three years ago as a topic
of a conversation with a good friend over a pint (or
two) of Guinness. With very different backgrounds
in business and technology and a passion for where
we were brought up we wanted to explore if we could
do something that could help local businesses grow
beyond Northern Ireland and have a direct positive
impact on our economy.
Three years later, we’ve staged numerous events
and we are proud to have empowered many local
businesses to grow by understanding how technology
can impact their company.
It’s been a fantastic journey so far and one that we’re
thrilled to be continuing with this year’s series of
events.
I look forward to hearing how your experiences
today will have an impact on your business in the
future. Thank you for you continued support and
enjoy your day.
Gareth Quinn
Digital DNA founder
WELCOME
Welcome to Digital DNA 2015.
Gareth Quinn

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WELCOME (CONTINUED)
Three years ago, I was the friend having a drink with
Gareth when we talked about what could be done
to help businesses in Northern Ireland embrace
technology to grow.
With backgrounds in technology and a passion for
bringing money into Northern Ireland, we brought
Digital DNA to life in a pub based not too far from here.
Digital DNA was born with the simple aim of helping
businesses like you grow and expand by embracing the
power of digital technology.
My day job is at Google, where I head up Customer
Solutions and Innovations for EMEA. It’s an exciting
and rewarding role that affords me the opportunity to
work with a great mix of businesses including start-ups,
SMEs and the world’s biggest digital brands.
It’s this experience that I hope I have bought to Digital
DNA. Whether you’re a start-up based in a shed in
Saintfield, a growing company with lofty ambitions in
an office in Omagh or you have already started to trade
globally, Digital DNA will offer inspirational, workable
and realistic solutions to help your business grow here
in Northern Ireland and across the world.
We’ve got a fantastic programme of events this year
and I’m very excited to welcome you to the event.
Ryan Owens
Digital DNA co-founder
Head of Customer Solutions and Innovations
EMEA Google
Turning a chat into a conference
to help fuel growth for your
business.
Ryan Owens

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OUR SPONSORS
Trading in
Ireland?
visit www.iedr.ie
Jeweller.
Anne Chapman,
01946-IEDR-TellWorldIrish-Ad-Proof#01-HiRes.indd 1 14/07/2015 09:56

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PARTNERS
LOCAL MEDIA PARTNERS

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fly from the city
fly from the suburbs
6 flights daily
to London Heathrow
and Gatwick
Flights From
Belfast City Airport
Flexible Fares
Award winning service
Mobile boarding cards
Gold Circle Frequent
Flyer Programme
Proud sponsor of DNA Digital 2015

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KATE MARSHALL
HOST
Kate is a highly experienced
Facilitator, Coach and Mentor
to Executives, Boards and
Leadership teams in Ireland,
UK and North America. Kates’
experience as a Business Leader through various
senior executive and Director roles with focus on
growth has enabled her to support, challenge, develop
and implement strategies that deliver results for her
clients. Her passion is building “Business Athletes” –
taking executives and teams to the top of their game
to deliver sustainable growth.
Kate is a Vistage Chair and Speaker working
locally and globally with organisations. She is an
experienced conference facilitator and key note
Speaker on Leadership and achieving business and
personal success.
JANE WHITE
SENIOR AGENCY SALES
LEAD, TWITTER
Jane is a founding member of
the Twitter Sales Team and in
fact helped build it from the
ground up. As an epic digital
strategist Jane has the readily available expertise for
identifying and executing creative social concepts
and strategic solutions for a range of clients including
Cancer Research UK, Bose & Britvic and many more.
This one isn’t shy of creativity nor innovation as a
team leader Jane has harnessed the world of digital
technology to execute international campaigns for
Twitter’s Promoted Products.
MICHAEL O’HARA
CHIEF MARKETING
OFFICER, GSMA
As Chief Marketing Officer for
the GSMA, Michael O’Hara leads
GSMAs’ global marketing and
communications initiatives,
including programme development and marketing for
Mobile World Congress, the world’s leading B2B trade
show in Barcelona, Spain.
Michael holds a degree in electrical and electronic
engineering from the Queens University of Belfast,
but subsequently realised that marketing is way
more fun.
JEREMIAH GROSSMAN
FOUNDER AND INTERIM
CEO, WHITEHAT SECURITY
Innovator. Inventor. Protector of
the Web. Jeremiah Grossman
is the founder and interim CEO
of WhiteHat Security. Again at
the helm of the company he
founded 12 years ago, Jeremiah possesses a unique
combination of technology savvy, customer advocacy
and personal passion to lead WhiteHat into the future.
A world-renowned web security expert, sough-after
speaker and influential blogger, Jeremiah brings a
literal lifetime of information security experience, both
homegrown and from his days as Yahoo!’s information
security engineer, to the role. The ultimate “WhiteHat,”
Jeremiah is also founder of the Web Application
Security Consortium and the mind behind Aviator,
WhiteHat’s next generation secure web browser. In his
spare time, Jeremiah practices Brazilian Jiu jitsu and
has earned a black belt.
KEYNOTE SPEAKERS

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KEVIN McELROY
CO-FOUNDER AND CHIEF
EXECUTIVE, PUBLISHD
Leaving Deloitte nearly one
year to the day Kevin McElroy,
Co-Founder and Chief
Executive Officer at Publishd
had an idea. As Business Analyst within Deloitte,
Kevin first embarked upon an era of new digital
technology. In an explosion of the type and number
of digital channels and networks available to small
businesses, Kevin envisioned a digital future where
merchants and customers can be brought even
closer together. Just a year in the making, Kevin
and the team at Publishd, have created a social
commerce platform that will enable you to build,
grow and sell branded deals directly to digital
audiences across social media, web and email
without using third party sites and the nice charges
that come with them.
OPAL PERRY
INTERIM MANAGING
DIRECTOR, ALLSTATE
Opal joined the Allstate
Northern Ireland Executive
leadership team in September
2014 as Chief Operating
Officer of the International Technology and Strategic
Ventures organization at Allstate Insurance. She is the
senior operations leader in Northern Ireland and also
leads the integration of the Allstate parent company’s
global technology workforce across the United States,
Northern Ireland and India. With a B.S. in Computer
Engineering with a double major in Engineering and
Public Policy, plus MBA degrees she has over 20 years
of expertise in building and growing global technology
organisations across a variety of software engineering
disciplines including software development and
technology infrastructure.
ELEANOR McEVOY
CHIEF EXECUTIVE,
BUDGET ENERGY
Eleanor is a successful
Entrepreneur, finalist in the
2013 EY Entrepreneur Of The
Year Emerging Category and
UTV Business Eye Business Personality of the Year.
Budget Energy, the same electricity only cheaper, is
Northern Ireland’s only independent supplier of retail,
pre-paid electricity, providing the customer with a real
alternative to the traditional monopoly, with excellent
customer service and a cost effective approach offering
the customer real time savings.
ANDREW
WELD-MOORE
GLOBAL MARKETING
SOLUTIONS MANAGER,
FACEBOOK
Andrew Weld-Moore is
manager of the Nordic Global
Marketing Solutions team based at Facebook’s
EMEA headquarters in Dublin and oversees general
management responsibilities while serving as a cross
functional liaison; working with product, engineering,
sales, business development, marketing and finance
to drive Facebook’s most important strategic
priorities within the region. Prior to that he worked for
ten years in the Irish & UK Radio business.

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KEYNOTE SPEAKERS (CONTINUED)
DR. ABDALLA
KABLAN
FOUNDER, SCHEDUIT
Dr Abdalla Kablan is an
entrepreneur and academic
specialising in machine
intelligence and computational
Finance. He is the founder of Scheduit - a business
oriented social network that uses artificial intelligence
and machine learning to match relevant business
professionals with each other. He is also the co-founder
and CTO of Hippo Data, a newly developed big data
predictions engine which utilises proprietary pattern
recognition and machine intelligence tools to analyse
social, economic, and financial events using both
social media and market data. Furthermore, Abdalla is
a lecturer and researcher of Computational Finance at
the University of Malta, and a member of the board of
directors at the Malta Stock Exchange.
GRANT LEBOFF
CHIEF EXECUTIVE, STICKY
MARKETING CLUB
Grant Leboff is an industry
mastermind when it comes
to creating Sales & Marketing
Strategies that will ‘stick’ by
your business. As one of the UK’s leading Sales and
Marketing experts, Leboff’s main focus is to address
the massive changes that are taking place in a world
that is constantly being introduced to new technologies
and an evolving World Wide Web.
ALAN CLARKE
FOUNDER AND
CHIEF EXECUTIVE,
STATSPORTS
Alan Clarke is the founder and
chief executive of STATSports,
a provider of performance
monitoring and analysis systems in the elite sports
industry. Alan founded STATSports in 2007 along with
his business partner, Sean O’Connor. He completed a
mechanical engineering degree in Dundalk Institute of
Technology and worked in senior roles within the music
industry before forming STATSports. STATSports work
with 80 per cent of the English Premier League as
well as Barcelona, Juventus and Athletic Bilbao. They
also have a number of international teams including
Republic of Ireland, Northern Ireland, England, Wales
and Poland. STATSports also count a host of rugby
teams including the IRFU, RFU, Ulster, Connacht and
Leicester. STATSports opened its US headquarters
in 2015 and has already signed more than 20 teams
across the NFL, NBA and MLS including Cincinnati
Bengals, Chicago Bulls and LA Galaxy.

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LORI CHEEK
FOUNDER AND CEO,
CHEEKD
Lori Cheek-- Architect turned
Entrepreneur, Founder and CEO
of Cheekd— a mobile dating app
that makes missed connections
obsolete. Lori, a Shark Tank
Veteran, was recently listed as “The Digital Dating
Disruptor” and “One of the Top 10 CEOs to Watch.” A
University of Kentucky Architectural Graduate, Lori
is no longer building structures. She’s now building
relationships.
MARK SHAYLER
DIRECTOR, APE
Mark Shayler has been
working on developing better
products and improving
business since 1989. He
works with clients like Coca
Cola, Proctor and Gamble,
Samsung, Colgate, Mars, RS Components and
some really small clients too. Mark has used design
to save his clients over £100 million. He designs
product, packaging, and services. He forecasts
environmental and packaging trends, and works on
innovation. Mark is author of “Do Disrupt: Change the
status quo or become it” and is a founding partner of
the Do Lectures.
PAUL CURRIE
COMEDIAN
Performed at the Edinburgh
fringe with College- 1991
& 1993. Started street
performing and teaching
circus 1999. Street performer
at Edinburgh Fringe 2002 &
2005. Started Stand Up comedy in 2004, Auntie Annies,
Belfast. Won the Derry/ Londonderry “Big Tickle
Comedy Festival” Newcomer award 2005. “The Sticky
Bivouac (1st version)” @ C Venues, Edinburgh Fringe
2009. “The Comedy Zone” @ Pleasance, Edinburgh
Fringe 2011. Nominated “BEST SHOW” for “The Sticky
Bivouac” Leicester Comedy Festival 2013. “The Sticky
Bivouac” @ Pleasance, Edinburgh Fringe 2013. “KISS
THE DUCK!” (NEW SHOW) @ Belly Laughs Comedy
Fest Belfast 2013.
AFTER PARTY SPEAKERS

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SCHEDULE
The Agenda for Digital Business includes two elements, the
workshops & the conference. Choose one workshop session to attend
from the morning programme and one in the afternoon.
MORNING CONFERENCE
8:00am – 8:45am Registration & Breakfast
8:45am – 8:50am Introduction from Host
8:50am – 9:20am A very different type of welcome...
9:20am – 9:40am Jane White, Twitter
9:40am – 10.00am Michael O’Hara, GSMA
10:00am – 10:20am Jeremiah Grossman, WhiteHat Security
10:20am – 10:45am Tea & Coffee Networking Break
10:45am – 11:00am Publishd | Product Launch
11:00am – 11:20am Opal Perry, Allstate
11:20am – 11:40am Eleanor McEvoy, Budget Energy
MORNING WORKSHOPS
11:40am – 12:40pm Continually Innovating in the Digital Age
11:40am – 12:40pm SEO & PPC… The Ultimate Tag Team
11:40am – 12:40pm Digital Transformation for the third sector
AFTERNOON CONFERENCE
12:40pm – 1:40pm Lunch
1:40pm – 2:00pm Andrew Weld-Moore, Facebook
AFTERNOON WORKSHOPS
2:20pm – 3:20pm Is your business embracing the mobile revolution?
2:20pm – 3:20pm Genetics of Tomorrow’s Digital Team
2:20pm – 3:20pm BIG Data and Lessons Learnt from Retail
LATE AFTERNOON CONFERENCE
3:20pm – 3:40pm Tea & Coffee Networking Break
3:40pm – 4:20pm Grant Leboff, Sticky Marketing Club & Vistage Speaker
4:20pm – 4:40pm Alan Clarke, Statsports
4:40pm – 5:00pm Trams depart for the After Party...

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THE LEADING MEDIA OUTLET FOR
THE LATEST NEWS, EVENTS AND JOBS
FROM NORTHERN IRELAND’S
TECHNOLOGY AND BUSINESS INDUSTRIES
IT’S TIME TO
JOIN
TO FIND OUT MORE
WWW.SYNCNI.COM
INFO@SYNCNI.COM @SYNCNI 028 90820 941

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BELFAST SHIP
ON A DIGITAL
VOYAGE
Well look at what we have here, it’s only the
world’s largest Titanic visitor experience,
Titanic Belfast. Utilising innovative
design, interpretation and technology, this
attraction tells the story of the Titanic,
from her conception in Belfast in the early
1900s, through her construction and
launch, to her famous maiden voyage and
tragic end. Since opening in 2012, it has
welcomed over 2.5 million visitors from
over 145 countries. Wow!
Having interviewed Claire McCabe, Digital Marketing
Executive at Titanic Belfast we were a little taken
aback when she mentioned that Belfast and Northern
Ireland are expecting to welcome approximately 1.9
million visitors and deliver £552 million to the economy,
which in itself is a huge opportunity! However, for
Titanic Belfast this means holding central position
on the global tourism map whatever the season
or competition. According to Claire, they hope to
secure this position through product investment and
development to keep attracting new and repeat visitors
from domestic, national and international markets.
When asked about their digital strategy Claire
informed us that “At Titanic Belfast, we are aware that
the digital landscape is constantly evolving and as a
5-Star visitor attraction, we must harness and evolve
with it to grow our business”. Digital innovation is a
key part of their strategy to attract new and repeat
visitors from a domestic, national and international
market. Taking advantage of all things digital, they
have harnessed technology in their galleries, touch
points throughout the building and online engagement
to create a consistent and seamless user experience.
With an increase in mobile usage and social media
Titanic Belfast have secured greater engagement
with audiences through user-generated content. It
has enabled them to improve communications with
customers and to disseminate key messages to a
world-wide audience that is not feasible offline.
According to Claire, their strategy has been very
effective, not only has it improved communication with
known customers, it has developed new customer
bases from both domestic and international markets.
Working closely with Loud Mouth Media, Titanic Belfast
have implemented strategic campaigns, which have
provided high level conversions for the business.
Like all digital marketing, their strategy is constantly
evolving but they are looking forward to embracing
future trends and further innovation.
“The opportunities digital
marketing brings should not
be underestimated!”
Claire McCabe, Digital Marketing Executive,
Titanic Belfast.

15w ww.b a rclayco mms.com
Mobile
Landline
Digital Services
WorkPal




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STAGE
Main
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MALE
TOILET
OLYMPIC
SUITE
ESCALATOR
Exhibitors
Exhibitors
Exhibitors
ExhibitorsExhibitors
Exhibitors

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6
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STAGE
1
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BRITANNIC
SUITE

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ATHENA COLLEGE OF IRELAND
ATHENA College of Ireland is a Premier live online
Further Education College providing students with
an alternative pathway to Education and Training.
Students can study in real time, while interacting with
Tutors and fellow students alike from any location
using any smart device. Our courses are recorded for
student convenience and ease of access.
BELFAST MET
Grow your Business with a Higher Level Apprenticeship
in Digital Marketing through Belfast Met.
How you could benefit as an Employer?
Develop a pipeline of young, motivated staff equipped
with the skills required of modern marketers and much
more. Visit our stand today to find out more benefits to
your business.
BARCLAY COMMUNICATIONS
Established since 1997, Barclay Communications is
a leading provider of business mobile, landline and
digital solutions. We are also known for developing
WorkPal, our award-winning software solution for
mobile workflow management, reporting, tracking and
invoicing.

BIG DATA BREAKOUTS
Big Data Breakouts is the hub for all things Big Data
in Northern Ireland - conferences, events, news and
jobs. Big Data Breakouts is curated by local technology
company Analytics Engines who specialise in end-to-
end Big Data platform solutions across various sectors
& industries to allow rapid transformation of data into
valuable business insights.
BNL PRODUCTIONS
BNL is a multimedia production company specialising
in film production, event management, design, app
development and other creative services to bring your
vision to life.
BUSINESS FIRST NETWORK
Business First Network is a leading commercial UK
membership organisation. By bringing together a
network of like-minded business owners both locally and
nationally Business First Network has been able to create
a unique suite of benefits that provides peace of mind
and protection for its members and their businesses in
key risk areas such as Tax investigation, Employment
disputes, Workplace Pension requirements and Red
Tape. With 100s of members joining every month we are
creating a Robust, Sustainable, and Effective Commercial
Business Membership Organisation for the 21st Century.
EXHIBITORS

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CO3
Established in 1985, Chief Officers 3rd Sector (CO3)
is a leading membership-based organisation that
focuses on supporting, developing and connecting Third
Sector leaders in Northern Ireland. We have a growing
membership base of just under 400 Third Sector leaders.
CREATIVE SPACES
Creative Spaces has evolved as a direct result of the
value that writable walls both moving and static add to
the innovative process in the workplace and at events.
DATACTICS
Datactics, a market leader in data quality and matching
software, is ideally positioned to meet the specific data
requirements of firms operating in the financial sector
as they prepare for emerging regulations. We provide
sophisticated tools to help financial institutions get their
data in order and quickly respond to new standards. We
offer agile data quality and powerful matching software
for reference, entity and instrument data.

ENTERPRISE NI
Enterprise Northern Ireland (ENI) is the representative
body for the network of Local Enterprise Agencies across
Northern Ireland, and is at the heart of a dynamic, high
profile network of enterprise support providers. ENI is
dedicated to supporting pre-entrepreneurial start-ups and
early-stage business ventures and since its establishment
in 2000, has enabled thousands of entrepreneurs to set
up, develop and grow their businesses. We are committed
to encouraging business start-up and supporting growth,
and are a major player in the delivery of small business
support interventions and start-up finance.
INTACT SOFTWARE
Intact Software develops accounting, business management
& ERP software for the wholesale, distribution, supply chain
& service industries. Intact iQ, our latest product, might be
known as an all-in-one business management solution but
not every business requires the complete set of functionality.
The key point is that all Intact iQ elements work seamlessly
together because they share the same master database and
application design. Modules include Financials, Distribution,
Analytics, eCommerce Webshop, Mobile Warehouse, Trade
Counter, Integration Services, Sales Rep App, Job & Project
Costing Management and more.

INVEST NI
Invest Northern Ireland is a dynamic, forward-looking
organisation with highly experienced and motivated
staff committed to improving the performance of
Northern Ireland businesses. We have a customer-
focused approach and deliver quality business support.
Our role is to grow the local economy by helping
businesses to compete internationally, and by attracting
new investment to Northern Ireland. We are particularly
interested in businesses that have the ability to grow
and export their goods and services outside Northern
Ireland. If you want to improve your business or start
one, Invest NI is keen to hear from you.
LOUD MOUTH MEDIA
Loud Mouth Media is a leading Digital Advertising Agency
with offices located in Belfast and Dublin. Specialising
in Pay Per Click advertising, we provide a fully managed
service across several platforms including AdWords,
Bing and Social Media. Since launching in 2011, we have
experienced remarkable growth to become one of the Top
Ten SEM agencies in the UK (Source: Google). We’re PPC
experts who strive to generate the best results for our
clients by making the most of their advertising budgets,
no matter how large or small.

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NICVA
NICVA, the Northern Ireland Council for Voluntary
Action, is a membership and representative
umbrella body for the voluntary and community
sector in Northern Ireland. With around a thousand
members - that range from household name
charities to grass roots community groups - we
lobby and campaign to advance the interests of
the people and communities that our members
support. We offer a wide range of practical
services, products and support to our members to
help them do what they do best - find innovative
solutions for social challenges.
POLEMIC DIGITAL
Polemic Digital is an expert SEO and digital
strategy consultancy based in Belfast Northern
Ireland. Founded in 2014 by industry veteran
Barry Adams, Polemic Digital delivers world-class
SEO and digital marketing services to clients
around the UK, Ireland, Europe, and the USA. In its
short history Polemic Digital has established itself
as the leader in SEO in Northern Ireland, counting
many of NI’s largest brands among its clients, and
has already received numerous industry awards
and accolades.
PUBLISHD
A Social Commerce platform, Publishd enables small
businesses to convert their digital audiences into
customers.
Using Publishd, businesses can easily build and sell
branded deals, gifts and vouchers to their network via
social media, email and web. A simple SaaS solution,
enabling big business for small businesses.
SEARCH SCIENTIST LTD
AdWords | SEO | Social
Get your Free 5 Minute
Website Health Check
SIMPLICITY ACCOUNTING
Outsourced accounting and finance solutions for
creative, tech, digital, and start-up businesses.
THE FOUNDRY BELFAST
The Foundry is Belfast’s newest co-working space,
a vibrant and creative environment for start-ups,
entrepreneurs and independent professionals.
The Foundry is based in the City East Business
Centre, which also provides a range of serviced
office rentals, a free business advice service,
seminars and networking events.

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Simple Social Commerce
Publishd is a simple social commerce solution that helps
businesses turn their digital audience into paying customers.
Easily build and sell branded deals, vouchers and gifts online
to start generating revenue from your digital audience.
www.publishd.co @publishdcofb.com/publishdco
Start your free
trial today

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UKTI
UK Trade & Investment (UKTI) helps UK-based
companies succeed in the global economy. We also
help overseas companies bring their high-quality
investment to the UK’s dynamic economy. UKTI offers
expertise and contacts through its extensive network
of specialists in the UK, and in British embassies and
other diplomatic offices around the world. We provide
companies with the tools they require to be competitive
on the world stage.
VISTAGE INTERNATIONAL UK LTD
Vistage helps CEOs and MDs develop their skills and
grow and improve their businesses by bringing together
successful senior executives into private advisory groups,
guided by expert coaches, our Vistage Chairs. 19,000
members globally also have access to expert speakers
and our international network of business leaders.

WOMEN IN BUSINESS
Women in Business is the largest and fastest growing
business network for female entrepreneurs and business
leaders in Northern Ireland. With over 2,000 members WIB
aims to equip women with the skills they need to start, and
grow, their own business or develop their careers, rising
into senior manager and leadership positions. By positively
impacting all its members, WIB aspires to Create a New
Economy; whereby all females in Northern Ireland significantly
contribute to the economic success of our society.

XPAND INTERNATIONAL
11 Countries - 15 Cities - 9 Languages - 30 Professionals
Helping businesses reduce the risk; Secure funding for
moving into new markets.
Professional Managed Services
International Projects
Securing Business Funding
Applications to Support Global Business Development
PARTNERS
ARMAGH CITY, BANBRIDGE AND
CRAIGAVON BOROUGH COUNCILS
Armagh City, Banbridge and Craigavon Borough Council
is the second largest local authority in Northern Ireland,
with more than 204,000 residents and almost 8,000
businesses. The Borough brings together the strengths
of Armagh’s unique tourism and heritage function,
Banbridge’s key strategic location on the Belfast to
Dublin Economic Corridor and Craigavon’s strong
sub-regional function and reputation for manufacturing
and excellence and creativity. The legacy Councils
of Armagh City, Banbridge and Craigavon Borough
Council led on the first Digital Development Programme
in the South East region, positively impacting on over
800 businesses, enabling them to grow via the digital
platform. The new Council strategy puts business
growth as its top priority. The digital sector has been
identified as a key area for growth. We are proud to be
at the forefront of digital business support, and look
forward to launching a suite of exciting programmes
in 2015/16, including Social Media for SME’s, Digital
Marketing for SME’s and Digital Teen.

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BESPOKE NORTHERN IRELAND
Bespoke Northern Ireland is a Business
Tourism company, providing both local
and international clients with tailor made
experiences. As a Destination Management
Company (DMC) our services and products
are boutique and unique. We look after our
clients like no one else and we love the creative
challenge of designing your perfect Incentive
Itinerary, Conference, Meeting or Event.

CIPR
The CIPR is the voice of the public relations
profession, a champion of its interests
and a respected partner to the broader
communications community. Our world-class
foundations aid people’s understanding of the
public relations profession. We provide CIPR
members with education, up-to-the-minute
research and a code of conduct to enhance
their professionalism.
FEDERATION OF SMALL
BUSINESSES
The Federation of Small Businesses is
the UK’s largest campaigning pressure
group promoting and protecting the interests
of the self-employed and owners of small firms.
Formed in 1974, it now has around 200,000
members across 33 regions and 188 branches.
FOOD NI
Food NI provides a single promotional voice for
Northern Ireland’s food and drink. We work to
enhance the reputation of Northern Ireland’s food
and drink through the Taste of Ulster and Our Food
So Good messages. We are a company limited by
guarantee, formed voluntarily by a consortium of
food sector representatives, to develop a positive
identity for high quality food from Northern Ireland.
Our Board consists of representatives from
across the entire supply chain. Visit our website
nigoodfood.com, become a fan on Facebook or
follow us on Twitter @Food_NI.
GROW NI
The largest ever representative group of local business
organisations and individual companies to come
together in Northern Ireland to call for the devolution of
power on corporation tax to the NI Assembly.
HOSPITALITY ULSTER
Hospitality Ulster is the representative body
of the Hospitality Industry in Northern Ireland,
an industry that sustains 60,000 jobs and
contributes in excess of £1bm annually to the
Northern Ireland economy.
Our Remit:
• Safeguard and protect our members businesses.
Our Role is to provide:
• A strong voice for our industry and a champion for
our members.
• Practical support for our members business today
and the development of our industry for tomorrow.

24
INSTITUTE OF HOSPITALITY
The Institute of Hospitality is the professional body for
individual managers and aspiring managers working
and studying in the hospitality, leisure and tourism
(HLT) industry. The Institute has been in existence since
the 1930s when it began in the UK.

MANUFACTURING NI
MNI is a campaigning organisation which works
with member companies, workforce representatives,
policymakers and regulators to challenge and
encourage change in areas which impact on the cost
of doing business with a specific interest in industrial
rates, energy and labour. Their ambition is to create the
most competitive region in Europe in which to start,
sustain and grow a manufacturing business, thus
creating wealth and work.
MBA ASSOCIATION OF IRELAND
The MBA Association of Ireland (MBAAI) is the
2000-strong representative body for graduates holding
the degree of Masters in Business Administration
(MBA) living and working in Ireland. Its mission is
to improve the practice of management through
continuous learning, to which end it organizes around
20 events throughout Ireland each year. 80% of
members are MBA graduates of less than 10 years
standing; the average age group is 35 - 40 years, and
members occupy middle and senior management
positions within industry and commerce in Ireland.
NILGA
The Northern Ireland Local Government Association
(NILGA) represents the collective interests of
elected members in local councils and facilitates the
development of the sector.
NILGA seeks to promote, strengthen and represent
the local government sector as part of the Local
Government Group of Associations in the UK.
NORTHERN IRELAND HOTELS
FEDERATION
The Northern Ireland Hotels Federation is the
representative body for hotels, guesthouses and other
accommodation providers in Northern Ireland. It is a
not-for-profit limited company representing the hotel
and guesthouse sectors in Northern Ireland; it’s main
roles are identifying and reviewing issues affecting the
hospitality industry and lobbying governments and
the NI Assembly on the economic and employment
opportunities of tourism.
PURPLE DOT
Based in Dungannon, Purple Dot is a dynamic business
consultancy that offers a wide range of business support
services aimed at helping your business make more
money and spend less. We believe that the people involved
in any business are your most important asset. Our staff
are passionate about making a difference in your business
and take onboard your unique problems as their own. We
have a range of specialism’s including Sales Improvement,
Business Planning, Digital Marketing, Leadership,
Bookkeeping and Financial Planning.

26
SENTINUS
Sentinus is the home of STEM outreach in Northern
Ireland, engaging more than 70,000 young people
during 2014 – 2015 in programmes designed to
excite and enthuse them about Science, Technology,
Engineering and Maths, support their development
and enhance their life skills. With a focus on hands-
on engagement, these programmes can form a very
important part of Careers Education and have a
significant impact on how young people view STEM
subjects and careers in the area. Through a wide
range of structured, hands-on interventions, Sentinus
supports the development of skills and learning in STEM
at all levels, to assist young peoples to make informed
careers decisions and prepare for the workplace.

STARTACUS
It’s a community of startups, entrepreneurs,
creatives, dreamers, innovators and self starters
- all sorts of people with ideas and businesses all
doing their own thing. It’s a place to learn, share
and connect with the people, places and services
that will help bring ideas to life. It’s a place filled
with the information, support and inspiration
to help make starting, sustaining or growing a
business as easy as possible.
THE SALES INSTITUTE
The SII is a network for Sales Directors from blue
chip progressive companies. We will help you learn
from and network with other Sales Directors so as
to understand the driving forces and innovation
within the Sales Arena so that you can create the
most relevant and competent Sales Organisation.
TOURISM NI
Tourism NI is responsible for the development of
tourism and the marketing of Northern Ireland as
a tourist destination to domestic tourists, from
within Northern Ireland, and to visitors from the
Republic of Ireland. We are a non-departmental public
body of the Department of Enterprise, Trade and
Investment and we work closely with other tourism
bodies to help develop the visitor economy here and to
market Northern Ireland to incoming visitors.
VISIT BELFAST
Visit Belfast is a public private sector partnership
funded and supported by Belfast City Council, Northern
Ireland Tourist Board and the private sector. It is the
official tourism marketing agency for the Belfast City
Region, dedicated to promoting Belfast as a city break,
conference and cruise ship destination. It is also
responsible for the operation of three gateway tourist
information centres. 
YOUNG ENTERPRISE NI
Young Enterprise Northern Ireland is a charity
developing the entrepreneurial skills and aspirations
of young people aged 4 to 25 to prepare them for the
new economy.
We develop the skills of young people to ensure they
leave education prepared for life and work.

27
3 WAYS TO SUPPORT
NEXT GENERATION
ENTREPRENEURS
YOUNG ENTERPRISE
is a charity developing the entrepreneurial
skills and aspirations of young people aged
4-25 preparing them for the new economy
Get involved today
Contact Jan Gilliland at Young Enterprise
Email Jan@yeni.co.uk Call 028 9032 7003
Charity No. XR21328
VOLUNTEER: give an hour or more of your
time to get involved in your local area
FUNDRAISE: organise a fundraising event,
supporting NI’s leading business charity
SUPPORT: Make Young Enterprise a part of
your CSR policy, develop your future workforce
2
1
3

28
Trading in
Ireland?
visit www.iedr.ie
Jeweller.
Anne Chapman,

29
GOING
GLOBAL?
GO DIGITAL!
As previous delegates of Digital DNA in
year one and speaker in year two, the
global manufacturing giants at CDE Global
are perfectly placed to know what we are
about and have kindly agreed to share
their digital journey with us. Located in,
Cookstown, County Tyrone, CDE Global
has achieved an extensive geographical
reach through the power of new digital
technologies.
According to Peter Craven, Head of Marketing at CDE
Global, “Digital is a huge opportunity for anyone
looking to expand their business whether that is
across the world or in the local market”
Having participated in the Digital Business Events, CDE
Global attained the information and confidence required
to take action and implement their digital strategy.
Whilst such a strategy captured huge success, Peter
proclaimed that their digital journey has made its way
through trial and error. However, it was Digital DNA
that convinced CDE Global that errors were OK and an
essential part of the process.
“It’s only by making the errors
that we’re now enjoying
success from the strategy
we’ve deployed”
Peter Craven, Head of Marketing, CDE Global
Operating within a very traditional industry, CDE
Global in most recent years have realised the
potential digital has to offer businesses with
ambition for significant growth. Despite once
relying upon traditional forms of communication
such as trade magazines, the birth of their website
has been the “single biggest lead generation tool”,
it has allowed them to develop social relationships
with consumers and other key stakeholders.
CDE Global has also found great success with video
production. With over 3000 hits a week on their
YouTube channel, they produce regular, short and
informative videos that allow potential customers
to quickly and easily see how their equipment
works and begin to understand the value that it
can add for their business. With such digital and
social platforms proving a huge hit for this global
company, Peter pre warns the businesses of
Northern Ireland embracing, or seeking to embrace,
the digital world that the generated content must be
exciting! “Sterilised content is ‘boring’ and the key
to making it interesting is having an opinion on the
issues that the industry is facing”.

30
JOINING
FORCES TO
EMBRACE
TECHNOLOGY
Reminiscing on last year’s Digital Business
Event, we thought it would be a great idea
to catch up with our good friend Alan
McMurray at Total Hockey. Since last year’s
event Alan and the Team at Total Hockey
have been busy setting the digital bar high
for local SMEs. It came as no surprise to
Digital DNA when it was announced that
Total Hockey had been awarded Retail
Website of the Year and shortlisted and
commended for Retail Social Media of the
Year at this year’s DANI Awards!
Despite their glory, the humbled business man told
Digital DNA that:
“For Total Hockey to win was not about
vanity it was about the recognition
and validation of the level of success a
local small to medium sized business
from Northern Ireland can have”
Total Hockey are a true inspiration to the local
businesses of Northern Ireland, having successfully
harnessed digital technology to increase customers,
drive sales, cut costs and grow their brand
internationally – even as far as the USA and Japan!
As a family run business founded in 2001 they
operate as the biggest hockey specialist shop in
the UK and are fast becoming one of the world’s largest
online field hockey outlets. As a result of their business
taking an online and digital route to market through
websites and social media platforms they export
worldwide from their little shop in the neat little town of
Banbridge.
Who ever said that the recession was a
bad thing for business?
It was the recession that brought Total Hockey to
the realisation that an online strategy was crucial for
the survival of their future business. Working closely
alongside Export Technologies their online presence
began in 2008. In later years they embarked upon
their social media journey with expert advice from Des
Mulholland at The Retail Consultant in 2012. It was the
Des that developed such a compelling retail and social
media strategy that penetrated their global reach and
now generates up to 50% of their total business.
Dedicated to helping other local businesses grow and
expand by embracing technology, Alan McMurray
assured us that
“Digital is for everyone, it is never too
late to create your digital presence
and you are never too old to learn.
The most encouraging thing is that
everything is changing and developing
so much so that everyone is still
learning!”
Alan McMurray, Total Hockey

31
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