Add an eventSessions at Digital Shoreditch Festival 2012 of type Creative and Talk about Marketing
Monday 21st May 2012
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Creative Economy
by Chris Arnold
Brief the average young creative and the first place they run to is the Mac to seek inspiration. Far from using their own imagination they seek ideas in others. Is this a failing of the education system or just a sign of the times?
Questions answered :
Are colleges training young creatives to think for themselves and to use their own imaginations?
Wednesday 30th May 2012
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Ad Crafting Updated
What if the days of "integrated" advertising were over? People have shown they can get together to share news and data about what they love. Lok at LOST and Lostpedia, World of Warcraft, AI... Movie and video game industries has worked for long in that direction to support their products over the years. What if advertising could evolve to a non-linear narrative that your communities can empower on their own? Questions answered : How to use digital in your brand communications in a relevant and effective way?
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Newness, otherness and snake oil: locating the return on investment from social media.
ROI from social media that locates social media in an existing paradigm of marketing communication metrics, and not in the realms of otherness. We feel this work is of the utmost important to create credibility for the channel within the marketing industries about the nature of social media work in marketing, communications and PR. The talk is the result of an ongoing knowledge transfer partnership between Birmingham City University and Big Cat which combines the latest global research with leading edge empirical research on real campaigns and techniques.
Questions answered :
How can you evaluate social media using existing frameworks? Examples of generating sales uplifts in low-engagement brands. -
TOTAL DIGITAL 2.0
by Paul Mallet
A session for senior marketers who are responsible for planning & managing multiplatform digital communications. Following from our sell-out session at Digital Shoreditch in 2011, we'll be revisiting our TOTAL DIGITAL approach, and outlining the last years' developments in the digital marketing arena. Based on our experience with leading FMCG brands including Ribena, Seven Seas, Corsodyl, & Panadol Brass Managing Partner and Strategic Director, Paul Mallett will outline our approach to managing multichannel digital activity for our clients and how to project and measure ROI across multiple online channels. Paul's viewpoint is that social media, search, platforms and media operate as intrinsically connected nodes of a brand’s online eco-system. Treating online not as separate disciplines, but as a continuum from search to media to content to engagement leads to a more holistic (and realistic) Return on Investment model.
Questions answered :
How do I work out the Return on investment of digital marketing activity? How do I manage multichannel digital activity for my brand? -
Is there a terminal velocity for youth and digital
It's given that youth are hugely engaged in digital media and are the most adept at making the most of platforms and how to the systems - ranging from maximising benefits from mobile to how to get free everything. The question is: How far can they go? The negative effect of Google on short term memory has been established, as has the effect of fast moving content and culture on the ability to concentrate.
Questions answered :
What's the right balance in terms of intensity and frequency of digital engagement, and consider the interests of brands and youth? -
The Brand Graph: Dynamic audience mapping through social media data
Brands have learnt to engage with consumers online and have now built audiences in social media. But most current social media research doesn't allow brands to understand precisely who they are talking to, what’s important to them or how that online audience connects to their traditional segments as mapped by audience studies. The Brand Graph study used innovative techniques to map the interest graph and the social graph of the social media audience of O2 UK and then looked at how to use real-time social media data to refresh traditional audience studies in order to build a dynamic model of the audience. The talk will share the full results of the study, details of the tools used to mine the data as well as plenty of interactive data visualisations.
Questions answered :
- Why really real-time social media mining is hard - Why simply "monitoring" social media is not good enough - How to mine context and behaviour, not just content - What new research models for mining social media can be used - What is the Brand Graph - How to build a Brand Graph and what to do with it.- why really real-time social media mining is hard - why simply "monitoring" social media is not good enough - how to mine context and behaviour, not just content - what new research models for mining social media can be used - what is the Brand Graph - how to build a Brand Graph and what to do with it
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The art of strategy: designing better, more value creating customer experiences
by Alex Barclay
A discussion of how we can use design and serious play principles to innovate on our business processes and customer engagement models
Questions answered :
How can design process help us think about and overcome business challenges? What does it mean to innovate inside a company? What does it mean to build innovation capacities for clients? What might new engagement models look like?
Thursday 31st May 2012
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Back To the Good Old Tangible World
It’s time to move away from the safe margins of our screens and experience the sensations of the good old tangible real world. As the boundaries between the real world and what we used to call digital are blurring, we have the unmissable opportunity to innovate, combining creativity and technology to define new emotional experiences and new ways for people to interact with each other.
Questions answered :
From the Mind-controlled Scalextric to EELS, a 3D projection mapping multiplayer game. An overview on B-Reel’s approach to experimental technology, storytelling and the tangibleness of interactive experiences.
Friday 1st June 2012
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The lesson of jam sandwiches for service developers and marketeers
by Colin Strong
Behavioural economics has a lot to say about service design - what are the different aspects of the sometimes irrational way in which consumers interact with the world influence the design of services? The famous jam sandwic experiment found that consumers struggle to make a purchase when there is too much choice. What simple lessons can be learnt from this fast growing topic that could effect your proposition?
Questions answered :
What aspects of service design will result in the most favourable consumer response? how can I market my proposition most effectively in order to maximise my return on investment? -
Virtual identities - The future of digital branding
With more and more business moving online - What opportunities exist for branding and creating consistent and memorable online experiences.
Questions answered :
How to brand and position digital businesses and online brands? How to effectively build brand equity in a startup digital business? How to gear your digital venture for investment, exit or acquisition?How to brand and position digital businesses and online brands How to effectively build brand equity in a startup digital business How to gear your digital venture for investment, exit or acquisition
Schedule incomplete?
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- Monday 21st 1 [Inspire]
- Tuesday 22nd 0 [Innovate]
- Wednesday 23rd 0 [Career]
- Thursday 24th 0 [Capital]
- Friday 25th 0 [Identity]
- Saturday 26th 0 [Game Jam]
- Sunday 27th 0 [Jam & Hack]
- Monday 28th 0 [Growth]
- Tuesday 29th 0 [Next]
- Wednesday 30th 6 [Brands]
- Thursday 31st 1 [Play]
- Friday 1st 2 [Summit]
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- Intermediate 6
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- Novice 2