Articles related to culture and new technologies

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.

We talk to each other.

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.

We talk to each other.

Digital Marketing Fair Street Music Vila-seca

This Friday May 7, 2010 I have the pleasure of giving the conference "The 10 most common mistakes in Internet communication in the field of music"Within the framework of the Fair and the 11th Street Music Vila-seca.

Este certamen se viene celebrando desde el año 2000 y tiene por objetivo descubrir nuevos valores musicales, para su posterior incorporación profesional a la programación de festivales, conciertos y otros eventos relacionados con la música. De ahí que sea especialmente importante para estos grupos saber cómo enfocar su comunicación en internet y concretamente, qué errores no cometer. Este es el motivo por el que se han incluido en estas jornadas sesiones como la mía, orientadas a la formación en Marketing Digital para estos grupos.

Among those attending the fair are also programmers shows (private and public) seeking new groups to display in their auditoriums, theaters and festivals. The programming of the fair to bring together these groups (new groups on the one hand, and programmers, on the other) is really interesting. It is available here: http://www.firacarrer.cat

It will be a pleasure, but also an honor to lend a hand in improving communication groups begin their professional activities. For this I am preparing slides with good and bad practices carried out on web pages (and other forms of online communication) of the attendees themselves. I'll post the presentation in this post, after the conference ended.

To know the exact place and time of the conference:

Conference "The 10 mistakes"

See you there.

A hug

BACK NOTE:
The conference already held. Everything was good.

These are the slides with which I illustrated my presentation, I hope you find them useful:

10 practical ideas to promote child, youth and family theater Internet

Today I had the pleasure of participating in a round table dedicated to "How to promote and attract audience for children's theater, youth and family"Within the Fair Youth Theatre organized by the Barcelona Provincial Council Y The exhibition.

The aim of the conference was to introduce the various projects and initiatives that different entities held to bring theater to young people and families.

They participated in the round table a representative of the Administration (Cristina Navarro City of Mataro), a representative of a theater (Paco Flor the Theatre Chapí Villena), two representatives of a theater company (Berta i Clara Pons, of the Brodas company) and myself, offering the point of view of a specialist digital marketing consultant. The round table moderated Mireia Sabaté, Director of the ODA (Office for Artistic Diffusion of the Provincial de Barcelona).

The slides with which I illustrated my participation in the round table are what I show below.

You can find more information about the conference by clicking here:
Theater and young audiences - Province of Barcelona

You can also find more information here: Show Igualada

10 shares of Digital Marketing for Municipal Theatres

On Tuesday 23 February, I had the pleasure of participating in the conference "The challenge of filling a Theater"Organized by the Barcelona Provincial Council 16 and 23, with the aim of helping local theaters to market more effectively their spaces.

My participation was in the form of practical paper that I listed and explained some Digital Marketing actions that can be performed easily and cheaply by the theaters themselves.

Prepare this paper was not easy. Most theaters do not have their own website and use the website of their respective municipalities to publicize their programs. On the other hand, promotion budgets are scarce and human resources devoted to the management of these theaters are also scarce, although these professionals make up with dedication and commitment to improve day after day the results obtained by their establishments.

So although SEO is one of the most effective techniques of Digital Marketing in this case was dismissed for lack of website on which direct control you have. This caused had to seek actions were feasible but were based on the use of other techniques used to attract visitors to a website.

The end result was 18 concrete actions (although the title enunciated 10 shares), that theaters can apply from tomorrow, and in many cases, without extra funding, although with working hours on the network.

This is the presentation I used for the presentation.

8 and 9 February, Digital Marketing Course for Cultural Industries

On 8 and 9 February impatiremos a new edition of Digital Marketing Course oriented to the creation and promotion of web pages related to cultural industries (Record labels, promoters, art galleries, publishing houses, theaters, various companies, etc.).

As in previous editions, the course is organized by the ICIC (Catalan Institute of Cultural Industries) through SDE (Servei of Desenvolupament Business) and aims to help Catalan cultural industries to become more competitive through the use of Internet and incorporating new technologies into their marketing strategies.

To this end, it has organized a program of work that will address several aspects of Digital Marketing:

  1. How should the website dedicated to culture (paragraphs should contain, how to orient the customer, not the product, what should be the content manager behind the web, what types of manager at our disposal, etc. )
  2. How to attract visitors to the websites of the different types of cultural industry (SEO, SEM, Advertising, Public Relations, Web 2.0, etc.)
  3. How to convert visitors into business contacts (usability, persuasion, etc.)
  4. How to convert visitors into customers (in case there is an e-commerce)
  5. How to retain and develop customers (loyalty programs and lock-in's).
  6. Web analytics tracking oriented marketing actions culture.

The classes impart Victor Francisco (First day) and myself (the second day).

For more information about the course, please contact with the BDS (Business Development Service) clicando here: Formación SDE

See you there.

New technologies in the field of performing arts

On Wednesday 18 November, I had the pleasure of participating as a speaker at the symposium "New technologies in the field of performing arts" organized by cONTRIBUTED Y CIATRE, In order to help theater companies, and in general all companies related to the performing arts, in their online communication.

The day began with a presentation by Jordi Sellas interesting entitled "New Generation Cultural Marketing"Among other things, he explained how the Cultural Marketing is a Marketing Experiences and how this is a competitive advantage and, therefore, should focus communication transmission is a" positive and direct experience " , something that is increasingly rare in this world of virtual experiences.

After leaving the bar very high in both the quality of the paper and the rapporteur, it was my turn to me. My presentation was titled "The 10 most common mistakes in online communication companies in the world of performing arts". To make this presentation, previously analyzed the websites of twenty assistants and in my presentation I was enumerating communication errors being committed (although I tried to use the pages more like best practice, that as examples of malpractice). Some of these errors are, for example, not of who is the target audience of the site, using technology not suitable for web pages, not taking into account the potential of web 2.0 in their communications, etc.

Deputy under these lines the power point I used to illustrate the presentation.

After my presentation, we made a break for lunch and afternoon rebuked the day with a session given by Daniel Olivares, in which we explained the basis of conversion of visits to users.

The day ended with Georgina Cisquella, an excellent communicator, with extensive experience in cultural communication, which gave us a very interesting presentation entitled "Theater, Internet and Media"In which he showed us the latest trends in communication. For me, it was really an inspiration.

From these lines I can only thank the CIATRE provided as to be invited to participate in this conference and congratulate them for organizing the event so much.

Digital Music 2.0 - The 10 most common mistakes in Online Communication

Vic Live Music MarketThe next 16 to 20 September held in Vic (Barcelona) the conference Digital Music 2.0 under the Vic Live Music Market.

He Digital Music 2.0 It is dedicated to training in marketing materials and music promotion in a digital environment. The conference is aimed at professionals Catalan, Spanish and European musical and sound from the sector and organizes the SDE (Business Development Service) of the ICIC (Catalan Institute of Cultural Industries).

I have the pleasure of participating in the Digital Music 2.0 day 18 at 12 hours, and I will hold a conference titled "The 10 most common mistakes in Online Communication". In half an hour I will review the 10 errors that we are more frecuentemene when help companies define their communication strategies.

To give a little animation to the conference, at the end of it, my fellow sufferer in training, Victor Francis (CEO Reexporta.com), It will perform a "Slumdog Millionaire" contest in divulging type format to have a little fun while we ensure that the conference attendees have understood and internalized the above.

The capacity of the conference rooms is about 70 people, so if you want to register to the conference Digital Music 2.0, Please click the following link and fill the form: Registration Digital Music 2.0

For more information on this issue: www.mmvv.net

(After the date of the conference I will hang in this post the power point with which my lecture illustrated).

Later note: The presentation can be downloaded from clicking on the link below:
Vic-2009-the-10-month-common errors