UK based digital arts awareness organisation in Scotland invite

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Authoritative Authorship

arrows hitting a bullseye

 The arts, culture and heritage sector’s potential to be trusted authors, and what authoritative authorship means for the future of online content


Date: Thursday 5 December 2013
Location: Inspace, Edinburgh
Masterclass & panel discussion: 14.00 – 16.00
Webcast: 14.00 – 16.00 
Networking: 16.00 – 16.30
Cost: free! 

In this AmbITion Scotland webcast masterclass, you’ll be introduced to some of the issues and opportunities raised by the emerging practice of authoritative authorship. “Authorship is about highlighting the human authors of high-quality content on the web” explains a recent Swellpath blog and publishers of online content can improve their search results by linking their Google+ profile to the content that they write.

Whether you’re a museum or gallery or culture sector professional or practising artist who creates online content in the creative, cultural and heritage sector, you will learn about the potential to use authorship attribution to enhance your published voice online, improve Search Engine Optimisation, and enable more interactivity, depth of participation and engagement.

By attending the session either in person or online you will:

  • Learn more about the authoritative authorship and its implementation
  • Better understand its opportunities and implications
  • See and hear case studies of websites that have optimised the opportunities of authoritative authorship
  • Take away practical advice on how authoritative authorship practices can help you or your organisation deepen interactivity, participation and engagement with your online content



1330 registration 
1400 Welcome to Inspace – Mark Daniels
1405 AmbITion Scotland update and introduction – Hannah Rudman
1420 Andrew Girdwood from DigitasLBi UK: rel=”author” –  the arts, culture and heritage sector’s potential to be be trusted authors, and what that means for the future of online content
1515 Case study: Marcus Wilson from Pooka Pro on on the AmbITion Scotland website
1530 International case study: Raúl Ramos from ASIMÉTRICA on the view from Spain
1540 Q&A with speakers, live & online audiences, chaired by Hannah Rudman
1600 – 1630 Mince pies and networking for live audience


Who is it for?

The event is for people working in the arts, culture and heritage sectors who publish content online and want to make sure your content is findable online. The masterclass and panel discussion will be webcast live, and the event will be available on demand shortly after. Networking  – with mince pies to get you into the spirit of the festive season – after.



Andrew Girdwood photoAndrew Girdwood – Media Innovations Director, DigitasLBi

A blogger and a self-confessed digital marketing geek, Andrew dedicates his time to understanding What’s Next in digital marketing and sharing that knowledge with clients and colleagues. With a strong digital media background, acquired after a decade at the forefront of the industry, Andrew’s knowledge and interest ranges from search and display to affiliates, social media, ad exchanges and demand-side platforms.


Marcus Wilson photoMarcus Wilson – Pooka Pro

Marcus is a specialist in Open Source web technologies and their use in the charitable and cultural sectors, and within creative businesses.

An experienced web integrator, marketer, trainer and project manager, with a background in the cultural and not-for-profit sector since 1995, Marcus is passionate about creating engaging and interactive online content. He specialises in WordPress Content Management System and associated technologies.


Raul Ramos photo


Raul Ramos is passionate about changes in arts audiences and how cultural and arts organizations respond to those changes, adding meaning and value to people’s artistic experience. He has a Bachelor of Law degree, an MBA and a Master’s degree in Arts Management. For over ten years, Mr. Ramos worked internationally for arts organizations years in senior management, marketing and customer experience positions. In 2010, collaborating with professionals from other sectors, he founded ASIMÉTRICA, a marketing and audience development consulting firm for arts and cultural organizations. In the same year, he founded CONECTANDO AUDIENCIAS, the only Spanish language magazine specializing in arts marketing and audience engagement, which has over 1,500 Spanish speaking readers across the globe.

Mr. Ramos has collaborated with hundreds of arts professionals and international cultural organisations to promote the debate and the exchange of ideas about getting the arts closer to the people. In 2011 he co-founded the First Annual Arts Marketing Conference in Spain that just completed its third season. This Spanish model was exported to Chile and Argentina in 2013 and is planned for other Latin-American countries in 2014 and beyond. He loves the blues, and plays guitar now and then!


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