Articles related to culture and new technologies

Digital Marketing Course for Cultural Enterprises - 28 and 30 March

SDEThe next 28 and 30 March a new edition is taught Digital Marketing Course for Cultural Enterprises organized by the SDE (Business Development Service of the Catalan Institute of Cultural Industries).

The course consists of 10 hours of classes in which theory and practice are combined (done in the classrooms of the University Pompeu Fabra and each student has a computer). This is expected to get marketers of cultural enterprises have the necessary skills to conceptualize the website of your company and to create an action plan online that leads them to achieve their business goals.

The agenda is as follows:

  • Operation of a website: How should be the website of a cultural enterprise? What open source tools at our disposal to create the website? How I can get my website is unique despite using a standard content manager? What I have to do to make my website naturally be indexed in search engines ?, etc.
  • Website structure: What is the basic structure of the website of a cultural enterprise How can I target customer, not product How can I reflect on my website marketing strategy for my company?? How I can get more people to contact us and request information How I can sell more?
  • Online promotionHow do I can give out my website What kind of advertising can make How I can use Web 2.0 tools to promote my website, my products and to publicize my business ?, etc.?

We are teachers Victor Francisco, International Digital Marketing specialist and myself.

The hours will be from 9:00 to 14:00 on Monday, March 28 and Wednesday 30 March. As I said before, he taught at the University Pompeu Fabra (Ciutadella Campus - Ramon Trias Fargas, 25) in the computer room 40,153.

For more information about this course, please contact the SDE

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Building Workshop for Cultural Business Websites - February 28

SDEOn February 28 I have the pleasure of imparting Building Workshop for Cultural Business Websites which organizes the BDS (Business Development Service of the Catalan Institute of Cultural Industries).

La duración del taller será de 5 horas (de 9:00 a 14:00) y el objetivo es que al terminar las 5 horas, todos los presentes consigan poner online una página web, perfectamente funcional, con un gestor de contenidos y con una plantilla especialmente pensada para páginas corporativas. Los alumnos avanzados podrán aprender también cómo se instala un comercio electrónico.

During the session, students will learn to create a database using a program that goes up files to a hosting (FTP), learn how to install a content manager (in this case is the WordPress) and learn how to change templates that allow you to customize the website to get make it unique and how content is managed.

You do not need technical expertise to do so.

For it will be necessary for students:

  • bring their own laptops WIFI connection and power cord (the classroom have enough outlets for computers)
  • A domain name for the website you want to create (for example: vuestronombre.com). You can buy here www.sync.es or any ISP and costs about 13 euros per year.
  • A hosting in that you can host the web, I recommend to www.sync.es why your control panel is simple and easy to handle (but any will do). The hosting should be as simple that you find with PHP and mySQL (it is important to allow the creation of a database). The cost of this type of hosting is between 38 euros and 50 euros per year (depending on ISP). For example, this hosting: http://www.sync.es/hosting/virtuales-linux100.php
  • It will facilitate the work if students arrive already with an FTP client installed on your computer (I recommend Filezilla is free and can be downloaded from Softonic)
  • It will also facilitate the work if students arrive with the latest version of WordPress downloaded. It can be done from here in Castilian: WordPress in CastilianAnd from here in Catalan: WordPress in Catalan. If someone wants the multilanguage site, which either download and install class and see how a plugin that allows you to have a website in all languages ​​as necessary.

Having all this takes an active couple of days ... so better not wait until the last minute to buy because they serve to have it ready in class.

The workshop must be reached with the login and password control panel of the contracted accommodation. This is sent by email when hiring the hosting is done.

The workshop will be held on February 28 from 9:00 to 14:00 in the Universidad Pompeu Fabra - ESCI-Born classroom Edifici 4.1 (Pg. Pujades, 1) Barcelona (Attention to the seat! It's the same university, but not the same building in which we impart training normally BDS Digital Marketing, this office is on the other side of the Parc de la Ciutadella, between the courts and Commerce Street).

For more information about this course, please contact the SDE.

Note to blog readers who are in GironaThis course will impart in Girona in early March and will be specially designed for tourism businesses. I'll write a post soon showing the exact time and place in which it is performed. organizes Costa Brava Tourism.

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Monica Terribas at UAB Tuesday - Free conference for students and non-students

Monica TerribasThis Tuesday 15 February at 17h30 'in the Hall of the Rector of the UAB held the conference entitled "The role of public media in the context of communication in the XXI century"Monica Terribas in charge of the Director General of Catalonia Television TV3.

Besides the mere fact of being able to attend a talk by Monica Terribas (for his personality, his resume and crude way of putting reality) the delivery of this conference comes just when it seems that the business model of public television It is transformed and thus also its objectives and its role in communicating society are a means of communication. It promises to be an interesting conference.

Monica specific questions can be made through the page Facebook PMASTERS The questions will be collected during the day and Monica made during the event.

Exceptionally, this conference is open to students PMasters (The organizers), and the rest of the university community and diverse audience. This was the reason why I thought I should write this post and publicize this opportunity to those who wish to stop by the UAB tomorrow afternoon. It is not always possible to attend events preparing for students ... so do not miss it!

See you there.

Theatres 2.0 - An approach to the use of Web 2.0 by theaters

Teatre la Farandula - SabadellEl próximo jueves día 27 de enero, tengo el placer de impartir una sesión de Web 2.0 especial para teatros y otros espacios escenicomusicales públicos. El objetivo de la misma es mostrar a los programadores de estos espacios todas las herramientas que la Web 2.0 pone a su alcance para promocionar los mismos y los espectáculos que se exhiben en ellos.

La sesión la organiza el Departament de Cultura i Mitjans de Comunicació, a través de la Direcció General de Cooperació Cultural, y está especialmente pensada para teatros y auditorios de ámbito municipal.

La asistencia es gratuita pero está limitada al aforo de la sala (50 personas). Se impartirá en la sala de actos del Museo de Historia de Catalunya, en Barcelona.

Esta sesión es una expansión de la que se impartió en octubre, ya que quedaron muchos temas relacionados con la Web 2.0 que no pudimos tratar por falta de tiempo. Con esta nueva sesión, dispondremos de 4 horas más (empieza a las 10 y termina a las 2) para tratar la Web 2.0 y las herramientas que pueden ser útiles para los programadores teatrales, a fondo.

Encontrarás más información sobre la jornada, así como el formulario de inscripción en este enlace: Teatres 2.0

See you there.

Tool to create clouds of different Tags

Mapa de Etiquetas Montse PeñarroyaToday I discovered it a tool that can be useful when you need to make a cover for some work or to illustrate any article ... is Wordle.

To use it enough to make a "copy" from the text we want to extract the words that will tag in the tag cloud and then make a "paste" in the tool.

If you do not want to cut and paste text, a cloud can also be created from the text of a URL. Both options are equally good, although I think I prefer the first because otherwise, in the cloud also aprecen you the words of the menu, footer, etc.

Once created the first draft, we can customize the font, type of drawing, colors, etc. So the creativity of each makes the result unique. Working well design and the word list can be an interesting, informative and original artwork.

The cloud that show along these lines is the one that is created using the main text of the page "About Montse Peñarroya"This blog.

The tool is free. From what I have read in your "about us" this is a personal project of an IBM employee using code created for your company, with the permission of the same. So we should thank both the author and IBM :-)

explanatory note:

By the way, if someone not know what a tag cloud:

  • A tag cloud is what is shown in the attached image.
  • Other words to define a tag cloud: map labels, word cloud, tag cloud, tag cloud ...
  • A tag cloud is a visual representation of the words that form a text. The font size is greater the more times a word appears.
  • It is a type of communication with the look 2.0.

I hope the tool will be useful to you ... For my part, I'm thinking about making Christmas cards using Wordle Y currándome a suitable text for the occasion ... we'll see.

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Slides Digital Marketing for Cultural Associations

Yesterday I had the pleasure of participating in one of the conference organized by the Department of Culture of the Provincial de Barcelona and the We Associacitiva CommunicationWhich aim to improve the communication of the Catalan cultural associations. To do so, yesterday was organized and another to be held on October 5th.

The world of Marketing for Associations is not easy, let alone online. Normally webmasters are volunteers, they do not have any budget and only have basic knowledge with regard to Marketing and Digital Marketing. Still, most of the entities participating in the conference yesterday available website and Facebook account.

The objectives that these associations seek in their online communications are usually:

  • Attract new members.
  • Publicize their activities to the general public.
  • Seek new employers or retain current ones.
  • Use your website and digital tools to improve communication among its partners.

So a well built website that is indexed well in search engines and that has a good web analytics system, is the first step to start working communication via the Internet.

As part of this conference I explained 10 shares of Digital Marketing that can be done virtually no cost and will help to significantly improve their initiatives on the network.

These are the slides I used to illustrate my paper.

I hope you find them useful.
A hug.

Digital Marketing Course for Cultural Enterprises, Barcelona.

He BDS (Business Development Service) insitió the Catalan Cultural Industries (ICIC) organizes once more the workshop on web and digital marketing for cultural enterprises. The aim of this workshop is to give a guideline for companies in this sector on how they should be their websites and how they can promote themselves on the Internet.

The course is held on 27 and 28 September at the University Pompeu Fabra, and is aimed at companies and organizations in all cultural sectors (music, performing arts, publishing, etc.) is specially designed to train professionals responsible for the Marketing and Communications, as well as web administrators of these companies.

As in previous editions, the speakers are Victor Francisco from (Reexporta) And myself.
For more information and to register, you will find more information here SDE.

Digital Marketing for Business Publishing Music

Yesterday I had the pleasure of participating in the training sessions of the AEDEM, (the Spanish Association of Music Publishers) Non-profit entity with independent status, which aims to integrate music publishers who work in Spain.

For those not familiar with the sector indicate that the music publishers work with 3 types of products: the copyright of the musicians they represent, editing scores and the distribution of scores. Both classical music and light music.

Your customers are musicians performers, schools and conservatories, corals and associations, musical production, advertising production companies, film production companies, etc. When, for example, a type interpreter David Bustamante wants to expand their repertoire of songs, his production goes to one of the companies associated with the AEDEM and buy the rights to use any of the songs from the authors they represent these companies.

En una internet en la que una buena parte de la gente cree que toda la música debería ser gratuita y en la que gestionar los derechos de autor parece que sea una práctica casi diabólica, es realmente complicado realizar Marketing Digital, así que confieso que ésta ha sido una de las ponencias más difíciles de preparar ya que es todo un reto conseguir llegar al público objetivo de este tipo de empresas. No envidio para nada a los profesionales que deben luchar, con sus páginas web, para atraer tráfico cualificado y convertirlo en contactos comerciales o en clientes de sus empresas editoras de música. Si ya de por sí esta es una tarea complicada, en este subsector de la industria musical, aún lo es más.

Another issue concerns the subsector is your relationship with SGAE, ya que la AEDEM está bajo el paraguas de la SGAE, pero mantiene una relación de amor-odio con ellos. Bien, no sé si realmente la palabra amor-odio sería la adecuada en este caso, pero lo cierto es que por un lado la SGAE defiende los derechos de los miembros de la AEDEM, pero por otro lado la mala reputación de esta entidad en algunos círculos, afecta también a la asociación y eso les preocupa. Así que la AEDEM está con ellos, pero a la vez desea que su imagen no se vincule directamente a la de la SGAE… visto desde fuera, es un tanto curioso, cuanto menos.

Anyway ... the day went well, preparing the presentation cost me a lot, but I think people have been happy, or has at least seen that there is work to do and that if well suited their websites, there are ways get attract potential customers.

Here is the presentation in case anyone wants to see or think you may be of benefit.

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How to Make a Benchmark

Yesterday I had the pleasure of teaching the first session of the new edition of Digital Marketing Course for Cultural Industries organized by the SDE (Servei and Business Development, the Catalan Institute of Cultural Industries).

This course consists of two parts, one aimed at discovering how it should be the website of a company dedicated to some kind of cultural industry and the other more properly dedicated to Digital Marketing part. At the beginning of this second part we saw 2 of the main techniques to attract visitors (SEO and the tools of Web 2.0). The other techniques will be discussed during today's class.

In my class yesterday one of the points we saw was the Benchmarking and explained to the students that can not be Marketing regardless of the market and therefore it is essential that we know what our position on the companies with which we compete or regarding companies similar to ours.

How to make a benchmark?

This requires defining the variables we want to analyze, to know what our position is based on these variables, see what the position of the competition, then, is ideal capture it all in a positioning map.

The variables that I propose in my classes are as follows:

Benchmark technical level:Ficha de competencia/benckmark

  • How many pages indexed in Google have a website? (: (Without quotation marks and domain name who wish to analyze) in Google this information looking for "nombredominio.com site" is obtained).
  • What PageRank has a website? (Obtained from the Google toolbar, any SEO plugin or from an online tool).
  • How many pages are linking to the page you analyze? (I recommend obtaining these data from which Alexa.com offers).
  • What position does that website ranking in Alexa.com?

Marketing Benchmark level:

  • What is the target audience for that enterprise and which segments attacks through its online communication?
  • What is your value proposition?
  • What Digital Marketing actions have detected that performs this company? (This can see watching who linkea to page [online news, blogs, directories ...] and looking for his name on Google [see social networking profiles, quotes, articles, etc.]).
  • What features we would highlight their website.

With this a good record for each of our competitors and also for our own company is obtained. And these data will help us know where we want to be, where we want to go and how we will do it.

The positioning map that I use is a graph showing bubble techniques 3 variables: the PageRank (the radius of the bubble), the position in the Alexa ranking (egComo hacer un benchmarkand abscissa) and the size of the page (vertical axis).

The attached image is of one of these maps, the other image corresponds to a record of competence (in this case corresponds to a theater).

Yesterday I promised the students would write this post and would hang up Excel I had created from the websites of some of the companies attending the class, so that you have sample and was not needed to start it from scratch (the graph it is complicated to make, the axis scales are logarithmic, the axes are reversed so that the best position appears on the top right, and definitely not a chart by selecting data from a table is displayed by pressing a button ... of Hence recommend students to use mine as a basis for their work).

Anyway ... here goes the Excel worksheet for creating the graphic benchmarking.
Excel Chart "How to Make a Benchmark"For you to base.

(If you do not see the graphic good or bubbles are not 3D is because you are using an older version of Excel. Although I have saved the file in .xls format so that everyone can open, you are actually created using the .xlsx )

I hope you find it useful and now already know cow do a good benchmark.

If you attended the event and want the full-slide of the entire course of Digital Marketing for Cultural Industries, recalls that shortly the SDE will send an email with a link to their servers from which you can download.

A hug.

Slides of "The 10 mistakes in online communication" of the performing arts industry

Yesterday I had the pleasure of giving once again the conference "The 10 most common mistakes in Internet communication " but this time applied to the performing arts, with the aim of helping companies related to theater, dance and generally any kind of artistic performance, improve communication via the Internet.

The conference was organized by the SDE (Business Development Service of the Catalan Institute of Cultural Industries) and everything is part of a conference destined to give cyclo Education of the people who form part of the Catalan cultural industry.

Corresponding to this day slides can be found here:

All threads started in this presentation (SEO, email marketing, Web 2.0, usabiliad, etc ...) and many more, will be treated further in the course of Digital Marketing which will be held on 11 and 12 May at the headquarters of the Pompeu Fabra University, also organized by the SDE. This course will no longer have seats, but new issues face to be held in September or October, if you are interested in attending any of them, please contact the SDE.

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