The IPA's Janet Hull reflects on an inspirational morning at Silicon Beach where James Devon talked through our #IPASocialWorks project.
The brainchild of Wise Old Uncle’s Matt Desmier, Silicon Beach is the ‘must go’ two-day conference event in the Bournemouth calendar; the culmination of a year of smaller networking and training events, which brings Bournemouth to the world and the world to Bournemouth.
With its thriving and vibrant creative arts university, Bournemouth has spawned an increasing number of creative and digital media businesses in the last decade.
Not surprising, perhaps, when you find out that Bournemouth now has the fastest residential broadband in the country and the fastest free Wi-Fi network in Europe!
RedWeb, Emerge and Kolab are among the best known agencies in the area, offering an array of specialist services from web design and build, to app development, digital advertising and social media.
Two hundred digital media and advertising folk were jam-packed into Bournemouth’s Pavilion theatre on the seafront close to the pier head with Dave Birss, The Drum’s editor-at-large, in the chair, and the PRCA and IPA as co-sponsors.
Thursday morning opened with an arresting ‘show and tell’ from digital artist Seb Lee-Delisle; a rare breed of computer programmer, who makes spectacular interactive art projects with code.
"Nothing comes from a software package," he attested. Seb started back in the 80s on a Commodore 64 and BBC Micro drawing pictures with code. He now runs creative Hack Day Workshops, bringing computing coding to the masses, enabled by the fact that, "Making stuff is much easier now, with opensourcing."
Seb treated us to video footage of PixelPyros, interactive firework displays, projected on 20-metre square screens in open air city centres; and Laser Light Synths, touch sensitive light strips using 720 LEDS, programmed to make music.
His pièce de résistance was The Glow-Stick Band, a four piece music work using drums, base, synth and guitar, powered by audience movement.
By comparison, the #IPASocialWorks presentation that MBA's James Devon delivered to the masses was an abrupt return to reality.
The ‘Measuring not Counting’ project, undertaken with The Marketing Society and Market Research Society, and endorsed by London Business School is a collaboration designed to create best practice for the industry in measurement of social media ROI.
"There’s a ton of numbers out there, but we need to know how to navigate them, and the difference between correlation and causality," declared James.
James explained how the project worked, with sponsorship from Twitter, Facebook and LinkedIn, to peer review case studies which are made available on the IPA Effectiveness Hub.
He referenced eight case examples, looking at the business impact of social media on customer services and marketing communications, including 02, BT, and Visit Iceland, then entertained the audience with a video from Mattessons.
He also heralded the launch of a ‘How to’ Guide due out later in the year, and invited critical comment and contributions to the online draft.
In the coffee break that followed, it was good to hear that Debbie Morrison from ISBA was interested in finding out more about the guide, and getting ISBA members involved in joint training.
Janet Hull is IPA Director of Marketing and Executive Director of Creative Pioneers.
Learn more about #IPASocialWorks and the five point plan on James Devon's blog and below:
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Last updated 18/09/2014