Articles Digital Marketing and creating online businesses.

The Semantic Web and the music industry: the key factors

Tomorrow I participate in a new edition of the National Assembly AEDEM, The Spanish Association of Music Publishers.

This organization aims to defend and promote the economic, social, cultural and professional interests of music publishers, and each year organizes a meeting of members in which are invited to participate as speakers specialists on issues related to the music, the aim of keeping up to date and publicize the news of the music industry associates.

This is the fourth year in which I participate, as a specialist in digital marketing and have prepared a talk with news that the Internet provides us for the music promotion this 2016. While preparing slides I thought it was worth writing this article on the influence the deployment of the semantic web by Google in the promotion of music on the Internet. So here goes the article. I hope it is of interest to you.

How the Semantic Web deployment affects the music industry

First things: first, what is the semantic web ?, second how it works? And third, how does it affect the musical results?

What is the Semantic Web?

The Semantic Web is what we call the internet that aims to enable machines to a high level of understanding of the content created on the Internet. That is, in plain words ... is the internet where machines understand human.

Es una confluencia de la Inteligencia Artificial y las tecnologías web que se centra en introducir descripciones explícitas sobre el significado de los recursos, para permitir que las máquinas entiendan el significado de las cosas y puedan ofrecer respuestas concretas a preguntas realizadas de forma natural. Por ejemplo, si vamos a Google y preguntamos “¿qué edad tiene Messi?” responderá “28 años”. Ha entendido lo que le preguntamos y ha contestado con una respuesta clara, sencilla y precisa… en lugar de con una lista de sitios web que contienen las palabras “que”, “edad”, “tiene”, “Messi” que es como habría respondido hace unos meses.

To understand a little more this kind of results, please performs these searches and observes the results:

  • "How old is Madonna?"
  • "How much does Gerard Pique?"
  • "Upcoming events in the theater joventut Hospitalet"
  • "Billboard cinema Sabadell"

All websites that appear in these results using the semantic markup for machines to understand the content.

How the semantic web?

From 2012 Google and other search engines work to standardize databases so that when someone write "how old is Messi?" Google can understand that Messi = apellido_de_persona and age = campo_numérico_en_una_base_de_datos, so when we conducted this search, Google revises its index and finds that Messi is a surname of person and then search the websites that have semantic markup for a record of person whose name is Messi and the results shown in the "old" field.

This type of data on a website are called structured data.

What should I do to be semantic content provider for Google? For easy: use your web semantic markers.

  • Here you will find more info on semantic markers:
  • Here you will find the list of semantic markers depending on the type of information: Schema items
  • Here the list of semantic markers related to music: Schema Music
  • Here you will find information on how to make the marking on your site: Google Search Console
  • Here is the link to install WordPress plugin that semantic markers: All in one Schema for WP
  • Here is a test to see if you have implemented good semantic markers: Test structured data

2016 SEO (Search Engine Optimization, or natural position) is mainly structured data and semantic web. Also it goes link building... But this we'll leave for another article.

How does it affect the music?

If you have clicked on the links above you you will have discovered the list of semantic entities that refer to music and events. If you use these markers on your web site, your data is structured in a way that can best be read and understood by Google and this has the following consequences:

  1. Your web site is best positioned: Google can use it as a general reference and place your page outside of the natural results, in the leading position you have seen if you've done the searches that have proposed you in the first paragraph of this article (in what google calls "Knowledge Graph results“)
  2. He rich snipped Your results have more visibility: the summary that appears on a Google results page contains more information and is more visible.
  3. The Google My Business tab that appears on the right of the search results page includes more information (such as album names, upcoming concerts, etc. [looks the tab Shakira to get an idea]).

So you know ... if you devote yourself to the world of music, you want to know more about Google and the Semantic Web. I hope this article will there been helpful if more not to look any further information. If I find a time during this week, I will publish the slides presented at the meeting of the AEDEM and also discover other news.

We talk to each other.

Later note:

Here's the presentation that I used during my presentation at Assembly AEDEM. I hope you find them useful.

Course Content Marketing for hotels in Salou

The May 5 begins the course "Content Marketing for hotels"Salou.

This course is divided into 5 sessions which cover the following topics:

Session 1: What is Content Marketing and why it is necessary for the hotels. This is a theoretical session that will discuss various strategies, we will focus on the various types of content that we generate from our establishments and setting objectives of our communication.

Session 2: Storytelling - The power of the story in the tourism marketing. In this session we will see what is the storytellingHow it serves to add personality to our company and our services, and we will have a practical building workshop "who we are" and "what we do" using this technique.

Session 3: Communicate to sell - Good practices to guide our communication to sales. Techniques of persuasion and trusted transmission through the contents of our web and social networks.

Session 4: Content creation and gamification - What is the gamification, How it applies to tourism. Practical workshop gamification applied to the contents of Tourism.

Session 5: Product / service experience - Practical workshop on creation of tourist experiences, which later learn to communicate and storytelling techniques with the ultimate goal of selling experience.

The Hotel Association of Salou is who organizes the course, although it is open to everyone. For more information, you find this PDF: Curso de Content Marketing

The gamification in Tourism, called "best practices"

Following the training I'm teaching on "Gamification (or gamification) and Tourism"I am preparing a book with good practices that use tourism initiatives gamification as a tool to achieve proposed by the tourism entity that created goal.

Please if your tourist office, your hotel, your site, your restaurant, your company tourism activities have made an application (technological or otherwise) that use the gamificationLet me know to contact you, you do an interview, and include your good practice in the book.

What is the gamification in Tourism?

For those who do not are so placed on these issues tourism innovation, commenting that the gamification is the application of game mechanics applied to non-recreational environments, which aim, in the case of Tourism:

  1. Introduce all the tourist resources of a territory.
  2. Getting lifestyle changes in tourists (water saving, more recycling, etc.)
  3. Increase in the average ticket at a shop (ie the same number of customers consume more and spend more).
  4. Increase the number of customers (loyal customers and rotation)
  5. Increased employee productivity (work faster and with fewer errors)
  6. Better training (especially distance).

My classes gamification They are applied to tourism gamificadas (Missing only!) And treat them with more depth What is the gamification and how to get 6 goals that I mentioned in the previous paragraph. They are practical workshops with very satisfactory results.

El libro va a tratar de lo mismo, va a ser divulgativo y muy práctico. Pero me gustaría poder dar a conocer buenas prácticas en cada uno de los 6 objetivos, centradas en el mercado catalán y en casos reales con buenos resultados. Sé que desde nuestras oficinas de turismo y nuestros establecimientos turísticos se realizan este tipo de actividades, no en vano Catalunya es una de las potencias turísticas en innovación, pero muchas veces no se les da la importancia que se merecen y, el esfuerzo realizado y los resultados obtenidos pasan desapercibidos entre las otras iniciativas que se llevan a cabo. De ahí mi interés en darles visibilidad, a la vez que posicionan al destino o al establecimiento como una entidad que realiza buenas prácticas… no me gusta nada tener que mostrar buenas prácticas norteaméricanas o de grandes cadenas hoteleras.

Please, if you want to communicate some of these good practices (though not yours, but have knowledge of) contact me through this form and shortly I will contact you.

Many thanks!

    Name (required)

    Your email (required)

    Your phone (required)



    Conclusions of the IX World Congress on Mountain Tourism

    Last week I had the pleasure to participate in the issue 9ena World Congress on Mountain Tourism "Mountainlikers which is held biannually in Andorra.

    This time the conference was dedicated to the adventure sports practiced on the mountain, and an important part of the speakers dealt their presentations on this subject.

    Although I could not attend all lectures, these are some of the conclusions I arrived:

    1. Adventure tourism is softening: adventures are become more accessible to everyone. In fact, users what they want are "special moments" experiences that are unique and memorable, without the need to be extreme. The trend seems to be that tourists increasingly seek health and fun combinations. In this regard, I would emphasize phrases like "thermal water & mountain destination are a good combination"And the tendency to mix Medical Tourism and Mountain Tourism, as a form of seasonally adjusted a destination.
    2. Sustainable tourism: All types of mountain tourism, if managed correctly, They can be seen as a type of sustainable tourism for their social aspect and the fact that income can be distributed among the mountain people. Also for the fact that if we seek "authenticity" as the destination value proposition, this type of tourism is a very good way to raise awareness of the local culture and therefore to preserve it.
    3. Environment: management of mountain tourism is extremely important to consider environmental conservation. In this regard several examples of how it is carried out in destinations like Peru, Switzerland and Andorra, among others showed.

    Two initiatives stand out:

    On the one hand the company Milenium Destination which makes trips between French and Koreans aim to know the destination, its people and its culture: in his travels 10 French move to Korea to do treking with 10 Koreans, with those who stay and live the days of the trip . Also they organized in reverse.

    Furthermore, the clothing brand Mountain Marmot, He shared with Congress his new marketing strategy based on attempting to provide unique experiences to their customers and then to publicize these experiences through their web and social networks. Let along these lines its promotional video, which was one of the funniest things Congress.

    Finally, I end this summary with a small photo gallery of the conference and the activities of the technical conference on the last day in which we could see first hand insitu Naturlandia, One of the best worked at the level of product creation and marqueting Andorrans tourism resources.

    Branding 2.0

    What is Branding 2.0?

    As indicated by the Castilian translation of this English term, the Branding 2.0 is the brand management using proprietary Web 2.0 tools, ie search engines, social networks and the web site of the company, among others.

    What is Branding 2.0?

    In an environment like the current one in which most companies in the same sector appear and produce the same, all are comodities and the market is globalized, is when the Branding 2.0 It becomes more important in positioning strategy of a company. It is necessary to differentiate a specific brand image, specific values ​​and a clear proposal on what you offer to the market.

    The image you will create any professional graphic design that show your company, would you explain how your customers are and what goals you have.

    The specific values ​​of your company, you should know them ... there can not help you.

    For clear proposal, that if there is a tool that can help:

    Google Analytics: Google Analytics in -> Acquisition -> Search Engine Optimization you will see the list of words and phrases that your customers find you. This can be a source of inspiration for your value proposition.

    How can we know what our position level Branding 2.0? We see this in the following paragraph.

    What tools can be useful to manage Branding 2.0?

    Google: to find out if our value proposition is unique (or at least mentioned as possible), there is more to look for the phrase by which we define in this search engine and see the results. Look who is positioned and what it offers.

    Facebook: Facebook Search for the same sentence as before and look who appears. Decide if you want to compete or want to differentiate even more.

    Twitter: same as in the previous.

    It can tell you the easier it all in using Google searches:

    Site: "the phrase you want"

    Site: "the phrase you want"

    I hope I've been helpful.

    How to use Whatsapp for companies

    Whatsapp It is revolutionizing the world of communication. Not only all adolescents and adults use it, but it has made the digital divide that so far separated the older people who use daily ICT tools, has disappeared. In most homes we can find examples of grandparents, uncles and aunts of 80 years or more, using Whatsapp to stay in touch with her grandchildren and great-grandchildren.

    In terms of marketing, this tool is not used even massively, so its implementation in companies is an innovation and at the same time, gain a competitive advantage. Hence, it is important to know how to use it and why.

    How to use Whatsapp for companies

    After all this year conducting research in this field and go collecting good practices by industrial enterprises, tourism enterprises and tourist destinations last about a month ago, I got to ride a class of 2 hours explaining the 4 basic ways to use Whatsapp for Business, Complementary tools to be used to properly use enterprise mode and a list of 12 tips to improve the style and etiquette, communication through Whatsapp.

    4 ways companies are using this tool are:

    • Customer Service.
    • related customer groups.
    • Mailing lists.
    • specific events.

    The session will see them in more depth and with examples, so that they can inspire companies to attend the event.

    The first session gave at the Chamber of Commerce of Terrassa, and was a success. The next session will be held at the Chamber of Commerce of Sabadell on 22 January 2016. Registration is free but attendance notify the camera.

    If you want to learn more about this tool and how to use it from your company, here you will find more information and you can also register: Whatsapp for Business

    See you!

    Tourism Marketing in Lithuania: Review of products

    Last week I was teaching a course in Lithuania Tourism Marketing specially created to help tourism authorities of this country to increase the number of tourists coming to their land.

    Lithuania, like many European countries have problems with the fall of the Russian market. Where appropriate, in particular, they have lost 4% of gross domestic product because of the boycott of Russia to Europe and the sanctions imposed by the EU to Russian companies.

    A level of tourism the negative effect of the anti-Russian campaign is even more worrying because tourism revenues have fallen by 34% in 2015.

    So this training was really important to them and their tourism strategy both publicly and privately.

    Sell ​​experiences rather than sell products or services

    Since the WTO (United Nations agency dedicated to developing countries through sustainable tourism) and the foundation ThemisA three-day course was prepared to treat them the following:

    1. New emerging markets. So Lithuania as a destination and tourism enterprises in Lithuania from recognizing further the markets that are now growing and can provide more tourists.
    2. Practical workshop on creation of tourist experiences. In this workshop we show how we can create experiences that will last in the memory of visitors and attendees worked on creating experiences thinking especially tourists from emerging markets that had worked the day before.
    3. Practical workshop on Digital Marketing for tourism entities. This workshop shows how the main tools of digital marketing work, both to attract traffic to a website to make and also to monitor the effectiveness of campaigns. Students actively participated in the implementation of actions to publicize the experiences created the day before the first day of the analyzed markets.

    Everything was good. The assessment of the course by the students was very positive and the truth is that the experience of teaching this workshop in Lithuania has also been very enriching. Lithuanians are a great people, somewhat shy, even with vestiges of the era in which they were part of the extinct Soviet Union, and eager to learn and to get a place on the world tourism.

    I called attention to 2 things:

    1. Los lituanos están obsesionados (sin que este sea un término negativo) en el turismo de raíces. El primer día de clase, cuando analizábamos los mercados emergentes y los asistentes debían definir segmentos de mercado y debían crear las “personas” asociadas a esos segmentos, todos los grupos se centraron en atacar a los descendientes de lituanos que son residentes en estos mercados emergentes. Es algo con lo que no me había encontrado nunca en clase… tanta concentración y tanto esfuerzo en el turismo de raíces y en “traer a casa” a los descendientes de lituanos emigrados.
    2. Los lituanos son súper católicos, pero les encanta ser los “últimos paganos de Europa”. Todos los grupos de trabajo que creamos entre los asistentes al curso, en algún momento, trataron el tema de crear un conjunto de experiencias relacionadas con el hecho de que fueron la última nación europea en ser cristianizada. “The last pagans”… suena a película… igual se deciden ha hacer algo así… no sé…

    Anyway ... an experience. repeat I hope to, and that is to further expand the share of digital marketing, as both attendees hotels, like the managers of destination who came to the course, left wanting to know more and go deeper into the tools that we show .

    Here I leave with an image gallery with some photos of the course., web page book and comprehensive strategy to tourist destination

    These days I'm working on the preparation of a course that impart Digital Tourism Marketing for the government of Lithuania on behalf of the WTO (World Tourism Organization). Reviewing literature and looking for practical examples of how to apply modern marketing (oriented customer and well segmented) to a destination, I have given to the strategy of New Zealand and reviewing its new website promoting tourism, I have seen that is book and can super serve as good example on how to be a tourist site.

    The website promotion is this: aquí ya observamos orientación al cliente dividiendo a los usuarios en 4 grandes grupos. Para el ejemplo, nosotros clicaremos sobre “holidays” y así entramos en la parte turística. Una vez dentro, podemos observar los recursos turísticos inventariados, en la primera pestaña, y las actividades que pueden realizarse en ellos en la segunda pestaña. Es una excelente manera de enfocar el contenido desde dos puntos de vista diferentes. Para seguir con los buenos ejemplos, clicaremos “fly fishing” en la actividades y nos iremos a pescar a Nueva Zelanda. En la página dedicada a la pesca, siguen al pie de la letra el framework del “Customer journey” que recomendamos en las clases de la OMT: tienen información para hacerte soñar, para ayudarte a planificar el viaje, para ayudarte en la contratación de los productos turísticos, para que tengas una buena experiencia y para que la puedas compartir con otros. Es excelente. Una página web de libro de “promoción de destinos turísticos”.

    The web strategy is this other: Here we find an accurate radiograph of tourism in New Zealand by sending countries, types of tourism, and all kinds of statistics. In the area dedicated to research "research" are very interesting infographics for each source market, well established and in explaining the strategy to attract each of the selected segments. All a good example of creating segments and creating tourism product for each segment.

    Overall, it's a super good practice that serves well to illustrate how a strategy should be created, how to diversify supply and how then applied this to the creation of a website to promote tourism. No doubt I will use it to help the Lithuanians to not depend on the Russian outbound market.

    I hope you will also be useful.

    We're going talking.

    The best tools to know your position in Google

    Although we are in the holiday period I am spending a few days to complete a work commissioned by the Themis Foundation (Part of the World Tourism Organization) and I had to check the positioning of a website. My surprise was great when I found that some of the tools I normally use, no longer work or are paid now (and therefore not be able to use them in class with my students). So here's this article updating the list of tools that will help us to know our position in Google.

    google Analytics

    This is by far the best tool to know our position for certain key phrases. But it only works if three circumstances:

    1. Google Analytics have access to the web.
    2. Google Analytics is properly configured and connected to Google Webmasters (if you know how to do it here I'll explain: Connecting Google Analytics with Google Webmasters )
    3. Our SEO is well done and as we position for the key phrases (otherwise, Google Analytics will not tell the position of our website)

    Find information about our position in: Google Analytics -> Purchase -> SEO -> Queries.

    Unfortunately I do not, at work I should finish this holiday, access to Google Analytics website ... I must use other tools.


    For me this is one of the best tools today. In its free version it allows multiple searches and the results offered are useful as they can be segmented by country and by search engine.

    Try it here:

    Google Position Checker tool

    This is also a good tool for monitoring the position of a website in Google. 100% free. Even if you only indicates the position if you are among the top 300 search results ... but it is more than enough.

    Try it here:


    This used to be 100% free and my favorite tool. Now only it allows you to make a certain number of searches per day with the free version. In class it does not work because it detects multiple connections from the same IP (the university) and blocks searches.

    In SEM RUSH we find our position if we are in the top 20 of Google for "Google organic results," plus another equally important for good SEO strategy information. You can also create a free project monitoring: SEM Rush -> Projects -> New Project.

    Still a good tool.

    Try it here:

    New additions to the list

    Here's this other form recommended by Marco through one of the comments of this article tool.

    SEO BOOK: free tool that checks the position in Google and Bing.

    Well, I hope this article has been helpful.

    We talk to each other!

    Teaching in Zimbabwe

    During March I had the pleasure to start working as a "facilitator" of the training programs of the IN ORDER TO (World Tourism Organization), the body of the United Nations which manages the development of peoples through Tourism.

    My first mission was carried out in Zimbabwe and has been an unforgettable experience and very enriching human level.

    on Zimbabwe

    Zimbabwe is a complicated country.

    Geographically, it is located in the Horn of Africa north of South Africa and Botswana, eastern Namibia and Zambia and west of Mozambique. No access to the sea, but within its borders it hosts one of the Wonders of Humanity: Victoria Falls.

    A nivel político, hasta 1980 no terminó la guerra civil que se había iniciado al proclamar su independencia del Reino Unido en 1965. A partir de ese momento, empezó lo que ellos llaman “the relocation” (la recolocación), que consistió en expropiar la mitad de las tierras de la minoría blanca para repartirlas entre los más pobres de la mayoría negra. Los que se opusieron a ello, murieron. También expropiaron empresas internacionales, grupos hoteleros, etc … todo esto hasta el año 2002. Momento en que fueron expulsados de la Commonwealth y se inició un boicot internacional para penalizar los hechos y la brutalidad con la que se llevaron a cabo. La reputación de Zimbabwe cayó por los suelos y quedaron aislados.

    Es imposible juzgar lo que se hizo… cuando estás allí y te pones en su situación, yo pienso que seguramente también cogería un AK47 y empezaría a nacionalizar bienes ajenos. Pero también sé ponerme en la piel de los blancos a los que les quitaron la mitad de sus propiedades (visitamos y nos entrevistamos con algunos de ellos) y que sobreviven como pueden. Por eso digo que es complicado… no me siento capacitada para tomar partido.

    Como país, tocaron fondo en 2010 cuando batieron todos los records de pobreza pasando a ser el país con el Índice de Desarrollo Humano más bajo del mundo. La causa principal fue la falta de productividad en los terrenos agrícolas expropiados, una epidemia de cólera y la corrupción, sumado al boicot internacional que terminó con el poco turismo que tenían y con las inversiones extrajeras (que ya habían liquidado ellos mismos cuando hicieron las expropiaciones).

    At that time, they decided to sign some treaties, respect some human rights, draft a constitution and begin to remedy the problem. Among the resolutions is the abandonment of its currency (which suffered an unsustainable inflation) and adopted the US dollar and South African Rand as its currency of Zimbabwe.

    This is where the United Nations program to help begins. Zimbabwe asked for help to recover tourism and take advantage of the Victoria Falls to promote itself internationally. Among other programs, our course of Digital Tourism Marketing was created from the WTO.

    Over the course of Digital Marketing Tourist

    El curso ha tenido una duración de una semana a razón de 7 horas diarias durante 5 días. Los alumnos han sido 60 funcionarios del Ministerio de Turismo así como miembros de otras autoridades turísticas del país. También se había invitado a representantes de países vecinos, pero sólo asistieron miembros de Seychelles y de las Islas Mauricio.

    OMT methodology is very practical and is to use real cases for participants to perform their jobs and then be able to apply what they learn to their own departments. For this, I was required to be in Zimbabwe a few days before to visit the tourist sites that would be likely candidates to be the guinea pigs of the participants.

    The visits are conducted the course coordinator Mouad Achhab (Morocco) and myself, the first few days, and we then joined Karin Elgin (Holland), the facilitator of the course with whom I share classes.

    Fue interesantísimo visitar los recursos turísticos que hay alrededor de Harare (la capital de Zimbabwe). Visitamos varias reservas de animales (Zimbabwe es famoso por albergar los “big five” es decir: leones, rinocerontes, elefantes, búfalos y leopardos), visitamos pinturas rupestres en varias localizaciones, unas bodegas que producen un incipiente vino de Zimbabwe, un santuario de animales huérfanos, y otros recursos. En muchos de estos sitios, ofrecían además servicios de alojamiento en cabañas más o menos lujosas, según fuese su público objetivo. Lo que todos tenían en común es que no había clientes y que estaban convencidos de que era imposible tener una situación peor que la actual. Yo les doy la razón.

    Al final elegimos 4 sitios y esos fueron sobre los que trabajamos en clase. Cada grupo de participantes visitó uno de los sitios y se entrevistó con sus administradores.

    Los participantes cada día recibían una parte de teoría sobre estrategia de marketing y sobre marketing digital y aprendían a confeccionar una parte del plan de marketing del recurso turístico que tenían asignado. Para el viernes, los 4 grupos tenían los planes de marketing digital de los 4 sitios y empezamos las presentaciones como si se tratase de un tribunal en la Universidad. Los administradores de los sitios seleccionados fueron invitados a asistir a las presentaciones… y así lo hicieron algunos de ellos. El Ministro de Turismo también asistió a una presentación y clausuró el curso.

    Los resultados fueron muy buenos ya que los cuatro trabajos eran de alta calidad (no hay que olvidar que todos los asistentes eran profesionales relacionados con el mundo del turismo). Los alumnos quedaron muy contentos con la metodología y con todo lo que habían aprendido. Los propietarios de los recursos turísticos, también.

    For my part, satisfaction is full and I'm adapting this methodology and frameworks we use to explain the theory and practice my classes here. So I also feel I have learned a lot. Not only on Zimbabwe and the idiosyncrasy of a country that everyone does boycott, but also on how to get in 5 days, giving real people to change a situation power.

    I am eager to participate in another mission ... and also to return to Zimbabwe, but this time with my family.

    Along those lines I have included a small gallery of images taken during the course.

    I hope you enjoy them.