Articles related to culture and new technologies

Soft Skills essential for Tourism professionals

This week from Innova Institute de La Salle - URL we have been working on creating a list with the soft skills (or soft skills) necessary for professionals in the tourism industry.

This research is part of a whole series of articles that we are writing about how Covid-19 has affected companies and society.

Last week we mentioned the hard skills that tourism professionals need to overcome the crisis caused by the Covid-19. In this post I presented this article and my participation in a round table organized by UNWTO to help the tourism sector: Hard Skills essential for Tourism professionals.

Let's go to soft skills ...

soft-skills

The original article is not yet published on our blog, but some magazines and newspapers have echoed it and have published it in whole or in part. Here I include some of these publications:

In the magazine El Economista: The key soft skills of tourism professionals for PostCOVID-19

In News and Diaries, they cite the article in The Economist: The key soft skills of tourism professionals for PostCOVID-19

In Today's Economy they have also published the article: The key soft skills of tourism professionals for PostCOVID-19

I hope the article is also of interest to you.

Keep in touch

A hug

Montse.

Hard Skills that tourism professionals need

A couple of weeks ago, from the Innova Institute de La Salle - URL We were analyzing what were the hard skills (or hard skills) in English, that tourism professionals needed to get out of the crisis caused by the Covid-19.

This is the infographic with which we illustrate the article that you can find on the blog of the Innova Institute.

Hard skills tourism

You can read the full article here:

Hard skills for the tourism industry

Following our research, we also participated in a round table organized by the World Tourism Organization.

You can watch the video here:

And several online publications are citing the research and the article.

Economy Today: The key hard skills of tourism professionals for PostCOVID-19

We are now working on an article on soft skills. I share it with the one that has it.

Cultural Marketing - Digital Marketing for Cultural companies in 2020

Design a good strategy Digital Marketing It is important for all kinds of companies, but especially for cultural given the peculiarity of its diverse publics and the scarce resources with which they must obtain good results.

The secret of the Marketing Cultural is segmentation. The key to success is understanding that you are a sniper attacking certain segments. And the attack must be done with specific content that you know will have value for that segment. It is important that you understand what "will have value for that segment" ... this is the key ... you must know your audiences.

It is also important to have clearly in Digital Marketing There are 4 growth strategies that you can put into practice, and that can be perfectly applied to Cultural Sector. These are:

Market penetration strategy: You are looking for more audiences like the current segments you already have. Enter Google Analytics -> Acquisition -> Search Console -> Landing pages -> click on the most searched. Improve the SEO of these pages and you will have more traffic like the current one.

Product Development Strategy: Get your current clients to hire more services. Create a funnel with various services / products that have more and more value and that the same customer, start with the wide part of the funnel and as he gets to know you, he hires more services of greater value to him and higher turnover.

Market development strategy: You need to attack segments that you don't have now. Make a list of the market segments of your industry and select some of those that are not your clients. Analyze why they are not, adapt one of your products or services to fit that segment and publicize the service (with SEO and advertising).

Diversification Strategy: Attack new segments with new products. This is the riskiest strategy because there are two variables that can fail you ... it is the last one that you should carry out. Select a segment you don't have and create a specific product for that segment. Include it on the web and do SEO and advertising to attract that new segment.

Again, the important thing for the Marketing Cultural is that you don't mix segments. Remember that you are a sniper ... the temptation will be great ... you will think "since I do it for this segment, I also include the rest" ... no! It will not work. This is the key to Digital Marketing for Business Cultural. Believe me, I have designed strategies for many.

If your company is in Catalonia, you should know that the SDE (Business Development Service of the Department of Culture) has opened, just two weeks ago, the aid to create Marketing plans Cultural Enterprise. You will find the information here: Marketing consulting for Cultural Enterprises

If you need us to help you put these strategies into practice, contact us for a first meeting: Contact

If you want to know the techniques Digital Marketing that work well this 2020, you will find them here an article that I wrote last week: Digital Marketing techniques that work in 2020

The image with which I illustrate this article you are reading is taken from my new book “Guide to create your online action plan”. It is not yet for sale (we are in the revision phase of the edition), in the book I explain in more depth the 4 growth strategies. The one with the link will post it under these lines.

I hope the article has been useful to you.

Keep in touch.

Montse.

Session Web 4.0 for cultural enterprises in Barcelona, ​​free.

Friday February 24 I have the pleasure to coordinate and participate in Conference Web 4.0 which organizes the BDS (Business Development Service of the Government of Catalonia) creadas especially para las empresas cultural catalanas.

This first session is part of the training will be taught throughout 2017 and in fact, is a presentation session and offer also educational content.

If you are a cultural enterprise just register for the event and that's it ... but remember that as free and seating is limited, you can not show without prior registration.

The session begins at 9 am and ends at 14pm. It will be held at the Museu d'Historia de Catalunya in Barcelona.

For more information, please see the training routes and to register to the conference, please follow this link: Web 4.0 SDE Cultural Enterprises

See you there.

A hug.

10 years of .cat

Yesterday I had the pleasure of participating in a symposium on Internet and domain names, about 10 years of age by the application of the .cat domain, with Santi Ribera, director of the Foundation puntCATCaterina Ubeda, magazine SàpiensAnd Lídia Martínez, commercial supervisor CDmon.

The colloquium was led by Eduard Berraondo and was performed as part of the program La Illa de RobinsonIn Today TV Channel Point.

During the program discussed various topics: domains, the importance of .cat, new extensions, wireless and security networks, etc.

It was very interesting, here's the link to the video. The symposium begins after 8 minutes.

Discussion Point in TV Today

Video Congress of Religious Tourism

In this post I embedded the video summary of the Conference on Religious Tourism held at the Monastery of Montserrat in March 2013.

Sorry for the delay, I had not seen that hung on Youtube until today.

Here it goes:

I hope you find it useful.

(As I was the last speaker, I did not appear until 8 minutes ... but the whole video is interesting :-)

Slides of the presentation at the conference on "Financing and Culture"

I just uploaded to Slideshare slides I used in La Laguna to illustrate a presentation entitled "Sponsorships 3.0"I gave at Journeys"Financing and Culture"That is llevarona out last week in La Laguna, Tenerife.

Here they are embedded.

It was a pleasure to participate. The organization was fantastic and the other super interesting speakers.

Later note: I just saw that the organization (also fantastic) is extremely efficient. They just hang up the video with the paper. Here it is embedded:

Financing days and Culture in La Laguna (Tenerife)

On Thursday 21 start at La Laguna (Tenerife) the events entitled entitled "New Challenges for Financing CultureModels and techniques of fundraising in the current economic context"And that will take place over 3 days.

These days seem to me particularly important in the current context, in which scarce resources and successive budget cuts affect cultural enterprises dramatic way.

The funding model of culture that we kept so far (the French model) based on public financing of activities of general interest of the population, is being replaced by the Anglo-Saxon model based on a mixed de financiación pública y privada (… con la parte pública más bien escaseando). Para realizar este cambio es necesario que todo el sector se adapte a este nuevo entorno y esto está siendo especialmente difícil en muchas empresas. Al cambio en la financiación hay que sumarle la bajada del consumo de cultura por parte de los ciudadanos como parte de las medidas para sobrevivir en su día a día… así que la situación, más que dramática, en algunos casos, es una sentencia de muerte.

Law of Citizen Participation and Patronage should try to act in a plane triple (legal, economic and institutional) to regulate the current situation and help companies in this new environment ... but still not clear how it will do so.

It is in this context that the city of San Cristobal de La Laguna organized this conference on Financing for Culture, adapted to the new economic framework and with the idea of ​​helping the Canary cultural industries.

My participation in them will be on Saturday morning, with a presentation on how to make the most of our funds in cultural promotion on the Internet, as well as the tools we have to give more visibility to our sponsors to thereby put them in value and possibly get. I will also talk a moment about platforms crowdfundingAlthough I will not dwell on it because one of the presentations at the conference will be devoted precisely how to get funding through such portals.

You can see the entire program in this PDF: Conferences on Financing and Culture

The sessions are free, but seating is limited to 140 seats, so if you want to attend, please contact the organizers www.aytolalaguna.es (Days financing culture). Phone 922 60 11. 50 - 19 (Department of Culture Pza Santo Domingo, s / n 38201. La Laguna....).

See you there.

later note: You can see the slides used in the presentation by clicking here -> Financing and Culture - Montserrat Peñarroya

Music slides 2.0 - Music Promotion through tools 2.0

Yesterday I had the pleasure of delivering the session dedicated to digital marketing within days Diversons 2013, Organized by the Social Work of La Caixa.

The project Diversons It aims to provide the tools to participating groups to step forward in their professional and at the same time, promote integration and understanding of different cultures through the universal language of music.

For that Diversons It provides groups that are part of the project, paid by all Spanish geography concerts and production training, technical advice and training for their concerts in marketing and distribution of their music. It is within this last point that my presentation was framed.

I used slides are as follows.

As you can see this time it is not a Power Point, it is a Prezi. Lately I am using this tool to my lectures. For classes I'm still with Power Point because they are very long and the truth is that I need some calm to change them, for now I'll settle for a day and go have them extending them as the internet evolves. But short lectures, I am preparing with Prezi.

In this case, I used a photograph of Helena Casas taken at the concert TCBand (the band Elvis 70s) who acted in Barcelona last September, and have distributed this image slides with which I illustrated the conference.

The Prezi can be downloaded or can be viewed through the website of this tool. It can also be embedded in any document, as I am doing on this page.

I hope everything will be useful.

Technical conference on communication and viewers to theaters

On November 5 I have the pleasure of participating in technical seminar organized by the Office of Artistic Diffusion of the Barcelona Provincial Council, entitled "How to improve communication and public anconseguir more theaters”.

El programa cuenta con varios ponentes i una mesa redonda. En otros temas, se trataran las motivaciones de los espectadores al asistir a una obra de teatro o a un acto cultural, cómo podemos influir en sus decisiones, cómo seducirlos con nuestras propuestas, y muchas otras cuestiones interesantísimas, y relevantes, para la comunicación entre los teatros y su público.

Among the speakers is Pepe Zapata, director of marketing and communication of the Mercat de les Flors (which I hope to explain to us how it is working its new website and the whole strategy 2.0 Mercat), Joan Morros, responsible communication Teatre Kursaal in Manresa (a large theater with a long tradition that energizes culture in the central area of ​​Catalunya), Mireia Tense communication specialist for cultural enterprises, David Vericat, communications director of Teatre Lliure, and Sandra Costa, director of La Costa Comunicació, agency specializing in cultural communication.

For my part, I will discuss how it should be the website of a theater, what kind of information architecture is the most convenient, how we must consider each of the public purposes of our establishment, and how to use tools 2.0 to publicize our shows.

The full program can be found here

http://www.diba.cat/cjs/jornada.asp?id=1900

And also through this link you can register to the conference, if you want to attend.

We talk to each other.