Good practices in promoting Spanish tourism brands

Seven Spanish universities are working together on the development of an interesting compendium of best practices in the promotion of tourism destinations. The project is called "New advertising strategies and promotion of Spanish tourism brands on the web”.

In this research the quality and appropriateness of the portals of Spanish to your target audience tourist brands as well as its content, usability of the portals, interactivity with the user, the transmission of branding, marketing, analyzes etc. .

The aim of the project is to make available to the destinations a set of best practices that help them enhance their brands and connect with potential customers.

The project is running since January 2009 and still will be until the end of 2011, so it is not over and the investigation is ongoing. Fortunately, the website created especially to share this information and you can see some of the good practices: good practice in SEO to destinations in treating brand, accessibility, etc.

If you want to see some of these best practices, you can do so by clicking here: good practices in promoting tourism destinations

If you want to see when presentations will be made on research and results, you can see by clicking here: Results presentation

If you're not a destination, I think that this information can be of use, so do not miss it!

A hug.

Web 2.0 in the Rotary Club of Sabadell

Yesterday I had the pleasure of being the guest speaker at one of the weekly meetings conducted by the Rotary Club of Sabadell.

This time I explained what is Web 2.0, how it differs from 1.0, what it is, what should be our goals to consider a strategy 2.0, and tools are at our disposal to fully develop the capabilities of our website into a 2.0 site.

I also explained how it is evolving marketing and customer relations, and the consequences thereof when considering our online communication.

I ended the presentation with a small sample of what will be the web 3.0 (I know I always like the audience ... or at least not indifferent :-)

These are the slides I used to illustrate my paper (is reduced to 1 hour of class 5 hours of Web 2.0 Enterprise version)

I hope you find them useful.

A hug.

Digital Marketing Course via Twitter (free)

Today I started the first of my "3 days of tranquility"(I have left children and husband at home, and I've gone [my cat] to the house we have on the beach). I needed a few days of calm no meetings, no classes or lectures, to write things that have been pending for a long time.

One of these things is a course Marketing Digital hecho a base de twits (Ie on Twitter). This morning I put into it and I have a good written part. I have also begun to schedule publication.

The publication will be daily and will start tomorrow at 10am. A phrase a day. Weekends and Easter the twits will stand.

I'll start with the basics of online marketing, then with benchmarking, then with the techniques to attract visitors to a website, then the conversion and finally with user loyalty. As yet I have not finished writing it I do not know when the course ends. I have stayed at the end of SEM and I'm on May 15 :-)

The sentences begin with the word "Council" (*) and every day will appear tips that will improve digital marketing who follow them.

The tool I used to program the twits and get it published when I want it Future Tweets. There I have been including the sentences of 140 characters (if you're tuitero / a already know how difficult it is to say something in 140 characters), and I indicated day and time you wish to be published in my account. The tests I've done during the day worked well.

Future Tweets is free indeed.

If you have not yet registered with Twitter, now you have an excuse to do so. My account is: http://www.twitter.com/montsepenarroya ... if you want to follow :-P

We talk to each other.

A hug.

* Later note: to facilitate the collection of twits, I changed the word "Council" by #CursoM (so I keep the same number of characters, but I use a single hashtag to identify the entire course). M is for Montse, or Marketing, or Mañana_lo_leeré ... ;-)

Report on the collective purchasing sector (led by Groupon)

Seguro que navegando por internet te has encontrado, en algún momento, con un banner o con un anuncio en texto de Groupón (Facebook está lleno de ellos). Seguramente, también habrás clicado para ver exactamente, qué es Groupón y cómo funciona (o al menos, deberías haberlo hecho… tu instinto marketiniano debería llevarte a interesarte automáticamente por todo lo nuevo que aparece en la red :-)

Groupón es una página web que se dedica a promocionar grandes ofertas y descuentos sobre toda clase de servicios, algunos de ellos relacionados con el Turismo y con la Cultura, pero también relacionados con productos de gran consumo y con servicios varios. Como Grupón podemos encontrar en la red a LetsBonus, Groupalia y otros portales similares.

Esta mañana estaba leyendo un informe publicado por Netsuus sobre este nuevo segmento del sector “Compras y Clasificados” (del que forman parte estas tres empresas) y que ha pasado a llamarse “Compras Colectivas”.

En dicho informe, Netsuus destaca que las web que pertenecen a la categoría “Compras Colectivas” se está llevando el 6,8% el tráfico del sector “Compras y Clasificados”, con un crecimiento espectacular estos últimos meses. El informe nos muestra también la reputación online de todas las marcas que forman parte de la categoría… es muy interesante ver que algunas de ellas tienen problemas graves de reputación (será más interesante aun estudiar cómo reaccionan para solucionarlo).

El informe merece ser leído (es breve, está bien escrito y es fácil de conseguir, además de gratis), así que no lo resumiré en estas líneas sino que te invito a que te lo descargues de la página web de Netsuus: Informe sector Compras Colectivas

I hope you find it useful.

I go all right.

A hug

Slides Creating a website for Tourism WordPress

Today I had the pleasure of teaching the first classes WordPressOrganized by the Tourist Board of the Costa Brava.

In class we have seen how a WordPress is installed in the domain of a company or a new domain and then customize have seen from or free from templates payment templates. We have also seen the plugin's how they work and how to convert a website monolengua one in as many languages ​​as you want.

The slides he had prepared for the class are (although I have not used almost ... since I've been explaining over the web we've created during class).

During class I have been referring to WordPress manual Alfonso Gonzalez wrote to facilitate the work of assistants and also to help them install WordPress without someone to guide them in person.
The manual can be read and downloaded here: Manual WordPress.

Although I have already indicated in the power point, if you want to see some templates for hotels, look at these links:

If you want to see the website of a hotel on WordPress, look at this: SixtyTwo Hotel Barcelona

On the internet you will find many more (I'll looking at having a time and will publish it here. If you have attended the course and create your page, please post in the comments and I'll look ... well the rest of the readers, I hope the comment.

We talk to each other.

A hug.

2 courses of Electronic Commerce in the Chamber of Commerce of Barcelona

In late March the new courses start Digital Marketing and E-Commerce organized by the Chamber of Commerce of Barcelona.

This year we have planned 2 courses in 2 different locations: the headquarters of the camera Barcelona (Diagonal, 452 Barcelona) and one in the seat in said chamber Sant Feliu de Llobregat (Laureà Miró, 350 Sant Feliu de Llobregat).

Both courses are the same: consist of 3 sessions of 5 hours. The first one dedicated to Electronic commerce (What it is, what it does, what tools we can use to create an electronic commerce, which must take into account special legal level, logistics, etc.).

The second and third sessions are devoted to Digital Marketing:

  • Techniques to attract visitors: SEO, SEM, eMail Marketing, Online PR i all the tools of Web 2.0 and social networks explained)
  • Techniques to convert visitors into customers and customer loyalty: Usability, Persuasion, transmission of trust, creating communities, the various techniques of loyalty and Web Analytics (essential for the control of all treated during the course techniques) explained.

All are made in the computer rooms of the headquarters of the camera, so every student has a computer to perform the exercises and to go to practice all that is being presented in class, hence the maximum number of participants in each course is 15 people.

Sant Feliu the course starts on March 29 and ends on April 11th (3 sessions of 5 hours)

The course starts in Barcelona on May 26 and ends June 9 (also, 3 sessions of 5 hours)

Here you will find the documents in which the content of the courses explained in depth as well as contact details of the Training Department of the Chamber of Commerce of Barcelona:

See you there.

A hug

Slides and manual "Building websites using WordPress"

Last Monday I had the pleasure of being able to deliver one of the most difficult classes that I face from time to time: this is the kind of "Creating websites using WordPress"As a tool for publishing and content management. installation is not difficult ... it is very difficult to explain how people who have not ever done, using different tools and hosting services which have different control panels (and some unintuitive).

This time the class was oriented to cultural industries and was aimed at the more than 50 attendees consiguiesen put online your own website and would understand the operation of WordPress as content manager.

The success was not total, but many succeeded. Some of the incidents encountered were the following (I am writing to serve as support for upcoming classes):

  • The hosting was hired too late and the beginning of class, the domain and hosting were not yet activated. How to fix: hiring before hosting.
  • The hosting contract does not support creation of databases: you need to ask before making a purchase. The hosting where you do purchase must allow the phone call and ask. If not, it's a web host that does not interest us why will be very hard to give us a good day technical support that we need.
  • The student does not have the necessary data for the class. These data are the login and password of hosting control panel (to create an FTP account) and to create the database.
  • The hosting contract does not support WordPress: we find a case in which the contract was hosting on Windows servers that did not support the use of WordPress. My recommendation is that servers with Linux operating contract. But anyway, again, it is best to ask before hiring hosting.
  • In the already available hosting a website. In this case, no problem: a directory is created within the website and the new page there is installed for testing. When we are sure we want to use WordPress and we know how to customize it, you can uninstall it and install it again so in the root directory.

They think they were all incidents.

Luckily I could count on the collaboration of 2 assistants: Alfonso Gonzalez (author WordPress manual you'll find under these lines) and my son Jaume (that has helped me several times in the WordPress installation on computers of students). Both I give them the thanks publicly. Without your help, everything would have been much more complicated.

Attached below the WordPress manual Alfonso Gonzalez and PowerPoint presentation I used to go to guide the class to the installation.

Here is the manual:

Here is the Power Point:

I hope you find it useful in case you want to perform your own installation.

A hug.

Cities Slides 2.0

Yesterday I had the pleasure of participating in the Citymarketing days organized by the Barcelona Provincial Council and IL3 (University of Barcelona).

My participation was to explain in five hours what is Web 2.0, how it can be used to manage promotion (both tourists and residents) of a city. How do some cities, what are the key success factors and where internet is evolving and how this will affect the promotion of cities.

A moment ago hung on Slideshare slides I used for this class, if you are of any use. You can see them below:

I go all right.
A hug.

Augmented reality applied to Cultural Tourism

If you've ever attended one of the events in which I explain what is Web 2.0 and introduce Web 3.0 already know what the Augmented reality. This is a layer of information that we can see on reality, and that is visible through our mobile phone or through special glasses that serve as a screen.

The use of this technology for cultural promotion offers huge possibilities: simply display additional information on an appeal on printed on the image of that resource, to show this same resource in other storage conditions (for examples, showing how the ruins were actually we're seeing).

The current stage of development of this technology is still in its infancy, but there are already a host of applications that operate using augmented reality. In my previous post I hung a presentation entitled Culture 2.0 - From Web 1.0 to 3.0 in screenshots showing some of these applications that are already running.

What today wanted to show through this article it is how this technology will evolve shortly.

The video I embedded below these lines shows how to use the Augmented reality applied to Cultural TourismAt some time (the "some time" corresponds to a range from the next 2 years until the next 5, but in any case, not beyond ... so it's not science fiction, and level of developer is working to that is reality as soon as possible).

Filas – Cultural Heritage Technology District Spot (2010) from soryn on Vimeo.

I observed in the video how a control interface that we only see us (through our glasses), seen as wearing glasses can see information related to cultural resource is used, and also notes as we can see the reconstructed cultural resource (generated 3D specialists) and located exactly on its original site.

It is a tremendous advance in the field of both asset management and tourism! The possibilities are endless.

Note: the video has reached me through the kindness of Toni Rufo, of CanalViatges.cat

Slides used at the conference Culture 2.0 - web 1.0 to 3.0

I just hung on my account Slideshare the slides that I used last February 23 at the conference on culture 2.0 Teaching at the Centre d'Art Santa Monica, organized by the BDS (Business Development Service of the Catalan Institute of Cultural Industries).

The talk aimed to help cultural businesses develop their strategies for Web 2.0. To do this, we try what is Web 2.0, how it differs from 1.0, what tools can be useful for us to promote our cultural enterprises, which are key factors for success and where internet evolves.

These are the slides:

I hope you find them useful, though (obviously) is not the same as hearing the talk :-)

My next appointment with the SDE will be next March 28 in the first of the days of Digital Marketing Course for Cultural Industries.

I go all right. See you there.
A hug.