It was the AMA Conference last week and the team were excited to see everyone at the prestigious Royal Concert Hall, just down the road from the Alienation Digital office in Glasgow.

Day 1: Tuesday evening kicked off with a social set in the beautiful and historic back-drop of Glasgow's Old Fruitmarket. Delegates were given the opportunity to 'speed network' (seeking their perfect partners, much the same as speed dating, but less about looks) and enjoy an amazingly well organised evening of dinner and drinks. The evening went off without a hitch and was the perfect introduction to the very dynamic AMA conference and art-loving attendees.

Day 2: Wednesday morning and everyone was looking surprisingly fresh as the Alienation Digital team set up our stand and the exhibition hall flooded with eager delegates and chatter. A highlight of our stand, the Alienation Digital sponsored AMA Conference twitterfall, illustrated the ongoing dialogue encouraged throughout the conference with regularly updated statuses and amusing anecdotes keeping everyone in the loop on the AMA proceedings. A personal favourite from the 'Tweetosphere' was from @juniorjojo: '#amaconf donut theft at the @alienation stand by the OAP conference crashers!!' – just one of several attempts by random elderly ladies to get in on the free food.

Four keynote speakers took to the stage at Wednesday's AMA Conference with the underlying theme of change and adaptation reverberating through the Royal Concert Hall's grand auditorium. Matthew Cain, Culture Editor for Channel 4 News, emphasized the increasing prevalence of mobile compatible websites as a consequence of audiences' changing consumption patterns and the resulting requirement for arts organisations to invest in their digital technology and online presence. Digital technology is pivotal in achieving audience engagement, collaboration and creative input, elements that are becoming crucial to marketing success. As a marketer I was pleased to hear how arts' associations are pushing to put marketers into Director and CEO positions as a strategic move recognising the value of marketing to overall success.

Everyone freshened-up and got their glad-rags on to meet up at the GoMA (Gallery of Modern Art) for the first drinks reception of the night. After a successful soirée the evening moved on to stage two at the City Halls, in Glasgow's beautiful old George Square, where delegates drank up the elaborate architecture and vino. The last stop of Wednesday evening took the conference group next door to the Corinthian for a delicious buffet dinner, which extended across all floors of this striking building. The night came to a close with everyone letting down their hair and getting their dancing shoes on.

Day 3: A few sore heads on Thursday morning but an unexpectedly high attendance rate as the new day's session began. Our twitterfall updated with endless tweets, once again highlighting the constant use of mobile technology in our modern working world. Thursday's keynote speakers were Jane Finnis, Director of Culture24, and Sebastian Chan, Head of Digital, Social and Emerging Technologies at the Powerhouse Museum in Sydney. Jane woke everyone up with a techno-esque song translated from text into music by everyone's new favourite app 'Songify'. Her speech centred around the importance of not only implementing social media as a key marketing tool to your organisation but also focusing on measurability. As digital consumption increases it is ever more important to monitor performance and be accountable for the results.

Sebastian Chan continued the keynote session with a fascinating discussion of the steps he has helped to take at the Powerhouse Museum to enhance the use of cutting-edge technology in the cultural sector. He emphasized the significance of co-creation and audience input, whereby consumers now have greater control through increased communication and business transparency. Sebastian stressed that nowadays audiences demand relationships and technology is one way to establish this connection and monitor satisfaction. Overall a very engaging keynote session from two incredibly interesting arts industry experts.

A big shout out to the AMA team who did a fantastic job at organising this hugely motivating conference and bringing together such an interesting group of industry professionals under one roof. A refreshing element of this conference was the openness encouraged throughout, which promoted collective and shared learning and will likely be fundamental to enhancing the success of this industry.

For me the key words to take away from this conference are collaboration, co-creation, and measurability.

You can see a showcase of our work in the arts on this specially created microsite.