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The next AMA digital marketing day is on 7 NOVEMBER 2013.

Last year's AMA digital marketing day took place on 22 November 2012 at Sadler's Wells in London: 

The 2012 digital marketing day provided the essential skills to keep up to date with this changing landscape. It helped delegates to develop and deliver digital content to connect to their audiences more effectively.
The digital marketing day explored:
• how to develop effective digital content strategies,
• curating and publishing content,
• embedding digital content in our marketing strategies
• the impact of a 24/7 culture on marketers, marketing departments and organisations
The report of the day is now available from the Resources pages of this website. AMA members log in, non members contact isky@a-m-a.co.uk for membership information and to join.  

2012 presentations

Digital content strategy: Plan, Adapt, Emerge

Justin Spooner and Matthew Shorter, Directors and Co-founders of Unthinkable Consulting 


Justin Spooner and Matthew Shorter from Unthinkable Consulting will talk about useful and practical methods for building a strategic digital content plan.

The session will be informed by what they have learned about planning and delivering digital projects and strategies over the last 15 years, in senior editorial roles at the BBC and in the last few years as directors at Unthinkable for clients like the Barbican, English National Opera and the Southbank Centre as well as small innovative arts organisations like Heart n Soul and Sound and Music.

The session will explore three methods that they have developed to help organisations develop a flexible and open approach to their digital activity – Plan, Adapt and Emerge.

They will use
real world examples and insider stories to demonstrate how these methods can be put into practice to make the creation of a digital content strategy feel like a vital, exciting and robust experience.

It must be love – more than just content strategy

Carol Jones, Director Marketing and Engagement at Chapter in Cardiff


Carol will talk about people, passion and creating content that brings people closer to you. This will be a 'warts 'n' all' session tracking the development of their new website which will launch this Autumn.

She will explore what worked (and what didn't) and how and why Chapter developed its content strategy including key things to think about, steps in the process, tying things back to your mission, vision and values and how they integrated the process into their existing operations.
Carol will also explore how they're attempting to transfer their successful offline social contract to their digital presence including deepening emotional resonance, encouraging risk-taking and rewarding digital engagement.
By the end of the session you will:
• Have an insight into how to develop and implement a content strategy
• Have tips and techniques to take back to your organisation
• Have had a chance to think about the impacts of new ways of working on you and your organisation

There will also be an opportunity for discussion with peers from across the sector, so please bring ideas, examples and challenges from your own world to help us explore how to develop, implement and benefit from content strategy. 

Content: make-do and mend

Catherine Toole, founder and ceo, Sticky Content Ltd


During this session Catherine will help you make a content action plan for austere times. She’ll ask: what can your content do for you?

The session will be packed full of useful case studies and takeaway tips on how to ensure the content you develop is both effective and efficient. It will cover:

No time? No money? How to get content marketing on a budget
Reduce, re-use, recycle… how to get the most value from the content you already have
Little fixes, big rewards: tiny copy changes that deliver measurable results – many of which you can implement immediately.

Catherine will draw the experience of providing copywriting, content marketing and consultancy for brands such as Action for Children,  John Lewis,  British Red Cross, Lloyds TSB, Natural History Museum and Virgin Media. She will also share some of the content strategy and micro-content training she provides for econsultancy and at Usability Weeks around the world. 

Afternoon keynote presentation

Future cultural spaces – what The Space and Google’s Cultural Institute tell us about the future for arts organisations

Bill Thompson, Head of Partnership Development at BBC Archives at BBC Television
Steve Crossan, Head of Google Cultural Institute, Google

The Space, a BBC and Arts Council England partnership project, will draw to an end in March 2013. As a ground-breaking project providing a digital platform to distribute art, The Space is a potential model for the future.

Bill Thompson, Head of Partnership at the BBC, will explore what the project tells us about audience engagement, using the internet as a distribution channel and the potential impact on arts organisations.

Projects such as The Space have the potential to change the way that audiences engage with culture. As marketers we need to understand what this means for us, how best to prepare our organisations and how to move forward to meet the needs of future audiences.  

The Google Cultural Institute was established in 2012 with a mission to help to preserve and promote culture online. Last month it launched a new platform designed to provide cultural institutions with the tools to bring their collections to a global audience. 

The platform launched with a series of engaging collections delivered in partnership with 17 international organisations including Imperial War Museum and the Auschwitz-Birkenau State Museum presenting some of the most important stories of our recent and distant history.

As Head of Google’s Cultural Institute, Steve will talk about this new partnership and consider what the cultural institute means for audiences and for cultural organisations now and in the future.

This keynote presentation will inspire debate and provide food for thought on the future for arts organisations.


Telling the story – how to open your organisation and engage audiences using digital technologies

Jo Johnson, Digital Marketing Manager, London Symphony Orchestra
Carolyn Royston, Head of Digital Media, Imperial War Museums 


Jo will talk about a digital project launching in October 2012 to celebrate the 100th anniversary of LSO’s first tour to the US.

Using Facebook’s timeline, the 100 year old diaries of orchestra members and the current blogs of the lead flautist, LSO are designing a multi-media project to tell the story of touring in both 1912 and 2012. Using this as a case study Jo will talk about how LSO uses content to engage audiences.
Jo will also talk about how the culture of content has changed organisations and what this means for marketers and marketing departments moving forward.

This session will give delegates the opportunity to hear about an audience engagement project delivered on a shoestring budget. Delegates will leave the session with ideas about how to develop effective and engaging content-led projects, the pros and cons of different platforms focusing on Facebook and tips on how to change internal perceptions in order to embrace new ways of working.

Carolyn will share with delegates what the Imperial War Museums have learnt about successfully using content-led projects to engage audiences.

This session will explore the changes an organisation needs to make in order to be fit for purpose and successfully embed digital activity.

Carolyn will also discuss Imperial War Museums' Social Interpretation project which has enabled visitors to make reactive, real-time comments with very little post-moderation. Carolyn will share the challenges and successes of the project and pass on ideas for delegates to take back to their organisations. 

The innovation cookbook – how to create affordable, innovative and engaging digital campaigns

Rachel Coldicutt, Director, Caper
Sarah Ellis, Digital Producer, Royal Shakespeare Company

This session will explore how to create both audience-focused and creative-focused digital campaigns.

Rachel will talk about Caper’s work with Radio 3 which took a strategic approach to using Twitter and Tumblr in order to deepen the audiences engagement with the network, and to intrigue and interest a new, arts-aware audience. She will also talk about her work with Fuel Theatre using social media to encourage engagement with The Phenomenal People website, part of the Southbank Centre’s Women Of the World Festival 2012.

Rachel and Sarah will go on to discuss the RSC’s myShakespeare project which has created an online space to explore what Shakespeare means to us today. The space has successfully integrated a number of interactive channels which encourage creativity, collaboration and engagement.

During this session you will also have the opportunity to work on ideas for digital campaigns that you can implement when you get back to the office.     

2012 speakers

Justin Spooner
Director and Co-founder
Unthinkable Consulting
Read biography
Matthew Shorter
Director and Co-founder
Unthinkable Consulting
Read biography 
Carol Jones
Director Marketing and Engagement
Read biography 
Bill Thompson
Head of Partnership Development
BBC Archives at BBC Television 
Read biography
Jo Johnson
Digital Marketing Manager
London Symphony Orchestra
Read biography
Rachel Coldicutt
Read biography
Sarah Ellis
Digital Produer
Royal Shakespeare Company
Read biography
Catherine Toole
Founder and ceo
Sticky Content
Steve Crossan
Head of Google Cultural Institute
Read biography 
Carolyn Royston
Head of Digital Media
Imperial War Museums 
Read biography
Download all speaker biographies here

Supported by


Arts Marketing Association, 7a Clifton Court, Clifton Road, Cambridge CB1 7BN         Tel: 01223 578078 Fax: 01223 211583 Email         Website by rba