Joanne Sweeney is a leading voice in digital transformation - an Irish entrepreneur, digital strategist, and author with a passion for helping the public sector embrace the power of online communication. As the founder of the Digital Training Institute and the Public Sector Marketing Institute, Joanne has worked with government agencies, public bodies, and businesses to reshape how they connect with their audiences in the digital age.

In this episode, we explore what’s really happening in the public sector when it comes to digital marketing - how the mindset is shifting, where organisations are still struggling, and why clear, confident communication matters more than ever.

Joanne explains the most common mistakes made online during a crisis, what digital transformation actually looks like in real-world settings, and why some platforms are still underused by those who need them most.

She also shares valuable advice for business owners, from how to create a digital strategy on a tight budget to the key metrics every entrepreneur should be tracking. For those managing it all themselves, Joanne offers a realistic weekly routine and the tools she recommends to make digital feel less overwhelming and more achievable.

In our quick-fire round, Joanne reveals her favourite digital tool, her take on strategy vs. consistency, and the book she believes every business owner should read.

Whether you’re leading in the public sector or building your own brand, this episode is packed with practical insight and no-nonsense guidance.

Links from Episode

Joanne Sweeney:

Website - https://publicsectormarketingpros.com/

Podcast - Public Sector Marketing Show on wherever you get your podcasts

LinkedIn - https://ie.linkedin.com/in/jstalksdigital

Books

Joanne’s - Public Sector Marketing Pro

James Clear - Atomic Habits

Brought to you in partnership with ScoreApp

http://scoreapp.com/digg Get 50% Off the first month using the discount code digg

Location partner for series 12 & 13 - Carrickdale Hotel and Spa

https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September.

Michael and Colette McNicholl founded McNicholl Caravans, a family-run business with over 45 years of success. With seven caravan parks across Ireland and Scotland, and a legacy of providing caravans for all kinds of needs, whether it's for their own parks, or another site, McNicholl Caravans has become a trusted name.

They share the journey of how they built their business from the ground up, including the unforgettable moment they sold their cattle to buy their first caravans. Michael’s determination to grow the business, even when funds were tight, and Collette’s support, show the strength and resilience that have made them a powerhouse partnership.

Their three daughters, Shauneen, Aisling, and Leanne, share their own insights, from the excitement of McNicholl’s growth to what makes caravan life so special for their customers.

As a family they reflect on the legacy of their two children, Natasha and Darren, whose memory lives on in the business, especially in the new ND phase at Atlantic View,in Ballycastle, a touching tribute that keeps their spirit alive.

An episode not to be missed because behind every successful business is a family, a dream, and a whole lot of heart.

We are delighted to be partnering with this amazing family for Series 12 of the Digg Podcast. Visit their website below and they can answer any questions you might have.

https://mcnichollcaravans.com/

Location Partner for Series 12 - Carrickdale Hotel and Spa

https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September

Michéal Campbell is the Marketing Manager at Voduz, the powerhouse haircare brand behind one of TikTok Shop’s biggest live selling successes, generating over £400k in just 12 hours.

Michéal shares a behind-the-scenes look at how to grow your business using TikTok Shop, with proven TikTok live selling strategies that drive serious revenue and build brand loyalty.

Topics covered:

How Voduz built a repeatable system for viral sales.

Why consistency and community matter more than studio setups.

How TikTok’s affiliate and subsidy programs work for small businesses.

What makes a successful TikTok live host?

How to leverage organic content, flash sales, and giveaways to boost conversions.

Why TikTok Shop is outperforming traditional ecommerce platforms for DTC brands.

This episode is your ultimate guide to selling successfully on TikTok Shop.

Links from Episode

Michéal Campbell

LinkedIn:

https://uk.linkedin.com/in/mich%C3%A9al-campbell-3b83a6129

Voduz:

https://www.voduzhair.com/

Brought to you in partnership with ScoreApp

http://scoreapp.com/digg Get 50% Off the first month using the discount code digg

Location partner for series 12 & 13 - Carrickdale Hotel and Spa

https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September.

Peter Canavan is one of the most iconic figures in GAA history, a man who led with heart, vision, and unbelievable skill on the pitch.

A two-time All-Ireland Senior Football Championship winner, six-time All-Star, and the man who captained County Tyrone to their historic first Sam Maguire in 2003. Peter’s influence goes far beyond his playing days. He’s been a captain, a coach, a pundit, and a mentor, but more than that, he’s a symbol of leadership, perseverance, and pride.

Peter Canavan opens up about his early love for GAA, the drive to prove himself after being left off the team, and battling asthma while pushing to the top. He reflects on the emotional toll of losing teammates Paul McGirr and Cormac McAnallen, and the pain he pushed through in the 2003 final to lift Sam and carry a county’s hopes.

Peter shares what leadership really means, how he stayed grounded, and what life looked like after football. He also talks about fatherhood, watching his sons follow his path, moving into media, and his newest chapter, launching Canavans, a hospitality venture close to his heart.

This is an honest, heartfelt conversation with a man who has given so much to GAA and who continues to lead, inspire, and evolve. Peter’s story offers real advice on overcoming adversity, building confidence, and staying the course when life doesn’t go to plan.

Links from Episode

Peter Canavan LinkedIn:

https://uk.linkedin.com/in/peter-canavan-03228316b

Holy Trinity fundraiser foundation:

https://holytrinitycollegefoundation.org/

Brought to you in Partnership with McNicholl Caravans

https://mcnichollcaravans.com/

Location Partner for Series 12 - Carrickdale Hotel and Spa

https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September

Ciaran Connolly is the founder of ProfileTree, a digital agency helping businesses grow through smart strategy, SEO, and content. Known for making the digital world feel simple and actionable.

In this eye-opening episode, Ciaran breaks down practical, real-world ways professionals and businesses can use ChatGPT to work smarter, not harder.

From voice-activated chats during your commute to creating automated sponsor reports and content strategies in minutes, this conversation is packed with actionable examples that could transform how you operate day-to-day.

Ciaran walks us through live demos of ChatGPT’s latest tools, including:

How to use ChatGPT’s voice function.

Building reusable GPTs (custom assistants) for content creation, Instagram, HR support, and more.

Analysing your website, SEO, and social data with AI in seconds.

Understanding AI agents and how they’ll soon automate multi-step business tasks.

Why your business must show up in AI search results, and how to check if you do.

How to organise projects, give ChatGPT clear instructions, and set up brand tone rules.

How to get ChatGPT to write the perfect prompt for you.

How AI is already driving real web traffic and referrals, and what your business can do to keep up.

Whether you’re a business owner, marketer, HR manager, freelancer, or just trying to keep up with AI trends, this episode will show you how to use ChatGPT in your day-to-day working life.

Links from Episode

Ciaran LinkedIn:

https://uk.linkedin.com/in/ciaranconnolly

Website:

Profiletree.com

Brought to you in partnership with ScoreApp

http://scoreapp.com/digg Get 50% Off the first month using the discount code digg

Location partner for series 12 & 13 - Carrickdale Hotel and Spa

https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September.

Is your child really safe online? Wayne Denner is a renowned online safety speaker, author, and digital wellbeing expert from Northern Ireland, with over 26 years of experience in helping families, schools, and communities protect children online.

Wayne breaks down what every parent, teacher, and caregiver needs to know in 2025, from parental controls and privacy settings to managing screen time and tackling AI, catfishing, and digital reputation.

Whether your child is already using a phone or tablet or you're preparing for that next step this episode is packed with practical online safety tips you can put in place right now.

Topics Covered:

What children and teens are really seeing online

The difference between parental controls vs. privacy and safety settings

Why content filters on your home Wi-Fi are essential

The ABCs of digital parenting: Access, Boundaries, Conversations

The dangers of smartphones in bedrooms and how to build family-wide tech habits

How to talk to kids about AI, catfishing, and their digital footprint

This is not about fear. It’s about awareness, education, and empowerment, so families can navigate the online world with confidence. If you’re a parent, teacher or carer in 2025, this episode is a must-listen.

Links from Episode

Wayne Denner -

Website:

https://www.youtube.com/user/waynedenner

Youtube:

https://www.youtube.com/user/waynedenner

Chat GPT Guide for Parents: What every tech-savvy parent needs to knowhttps://youtu.be/qXB0eq-BbxY

Clean Browsing: A simple parental filter for children

https://www.waynedenner.com/cleanbrowsing-parental-filter-tool/

Brought to you in Partnership with McNicholl Caravans

https://mcnichollcaravans.com/

Location Partner for Series 12 - Carrickdale Hotel and Spa

https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September

John and Paddy McParland are the humble powerhouse duo behind the Carrickdale and Canal Court Hotels. With over 40 years of experience building and running successful hotels in Ireland, John and Paddy share how they built Carrickdale Hotel and later expanded into Canal Court Hotel in Newry, creating a hospitality legacy that is admired nationwide.

They talk about building a business through challenging times from starting in 1983 to managing expansion, floods, and rapid change in hospitality.

But what stands out most is their belief in community, work ethic, and respect. You’ll hear how they’ve created businesses that are not only profitable but also rooted in purpose, legacy, and local impact.

Managing teams, embracing modernisation, navigating criticism, and creating a culture where people matter are all discussed.

Whether you are in hospitality, retail or any form of leadership, this episode is full of insights on longevity in business, legacy-building and the power of genuine human connection in leadership.

Links from Episode

Carrickdale Hotel & Spa

https://www.carrickdale.com/

Location partner for series 12 & 13 - Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September.

Canal Court Hotel

https://www.canalcourthotel.com/

Brought to you in partnership with ScoreApp

http://scoreapp.com/digg

Get 50% Off the first month using the discount code digg

Rodney McAree, manager of Dungannon Swifts, led his team to a historic Irish Cup victory. But this isn’t just a conversation about football. It’s about leadership under pressure, mental resilience, breaking community barriers, and the role of sport in shaping young lives.

From penalty shootout composure to growing up with a footballing father - Joe McAree - Rodney opens up in a way we rarely see from sports figures. He shares emotional insights into his journey, his regrets, his wins, and how sport is uniting communities across backgrounds and generations in Northern Ireland.

Topics covered:

How Rodney McAree kept calm during the Irish Cup penalty shootout.

Lessons from 2007 that shaped his winning 2024/25 campaign.

The role of parents and mentors in a young athlete’s journey.

The dangers of phones, social media, and peer pressure for teens.

Why community inclusion in sport is more important than ever.

Navigating tough decisions as a coach: sentiment vs success.

Life advice from Rodney’s late teens to today - what he wishes he knew.

• Breaking down sectarian and social barriers through football.

  
  

• Rodney speaks about discipline, decision-making, and the importance of staying grounded, even when the crowd is roaring and the stakes are high. His voice matters, especially to the next generation.

  
  

  A powerful conversation about resilience, leadership, and the true impact of sport.

  
  

  Links from Episode

  
  

  Rodney McAree

  Instagram:

  https://www.instagram.com/rodmac08/?hl=en

  
  

  Brought to you in Partnership with McNicholl Caravans

  https://mcnichollcaravans.com/

  
  

  Location Partner for Series 12 - Carrickdale Hotel and Spa

  https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September