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.

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.

The anti Marketing Marketing

When I talk about in class Postmodern communication and how Google Adwords fit (or not) in it, I realize that many students do not know this concept. If I see that I have time, I try to explain a little what the Postmodern Communication and what features it has, but usually do not have time to do it and also not part of the agenda that I teach Digital Marketing. To overcome this problem in part and publicize at least a small part of what the Postmodern Communication, here's this post.

El Marketing Postmodern

The postmodernism It is a concept that makes sense when we counterpose to the modernity, Understood as the search for a scientific and rational basis in all disciplines. The postmodernism It is based on the opposite: to enjoy the diversity and contradiction ... to break the rules set by the company itself (Stephen Brown, 1992).

On issues Marketing Y Communication, the fact "post-modern"It has characteristic elements and explained in class: fragmentation, dedifferentiation (do not know whether something is fact or fiction [as in this case of the example that follows these lines]), hyperreality, chronology, pastiche, antifoundationalism (go against the established rules, the Anti Marketing Marketing is part of antifundacionalismo) And pluralism.

Find more information about postmodernism in the Wikipedia.

The anti Marketing Marketing

To illustrate this concept (in classes where if I have time to explain what the Postmodern communication) Put advertising such as video piece by DOVE (Unilever) for its "DOVE for Real Beauty"Created by the Canadian office of Ogilvy & Mather agency.

This video is a clear example of Postmodern Marketing communication: A video ad denouncing the manipulation of advertising images.

(The video is on YouTube but has disabled the function embed. You can see it by clicking here or clicking on the attached image.)


Some data on the spot:

  • Since it was posted on Youtube, the video has been viewed more than 12 million times.
  • The video has received more than 6,000 comments (many in favor, but also some against, emphasizing the hypocrisy of manufacturers of beauty products and in general all the publicity).
  • Tim Piper, one of the authors was included in 2008 in the list of TOP 100 most influential people in the world according to the magazine TIME.
  • The spot won two Golden Lions at the Cannes Film Festival.

A success, go.

About the campaign:

La pieza forma parte de la campaña para el reposicionamiento de marca de DOVE iniciada en 2003 para empezar a competir en el mercado de cremas para las manos. Hasta ese momento, DOVE sólo fabricaba jabón para las manos y su propuesta de valor era que su jabón dejaba las manos extremadamente finas e hidratadas (cosa que es verdad, por cierto). Al querer entrar en el mercado de las cremas, DOVE pasaba a competir con Nivea, Roc y con L’Oreal.

To differentiate itself from competitors Dove and Ogilvy they decided to go for a marketing more emotional, designed to transmit values ​​of the brand, rather than focusing on a system based on product characteristics marketing as did the other brands (remember ads Nivea [that softens, moisturizes and tones], focusing on the product).

The spot aired for the first time in 2006 and made known the "Self DOVE Fund"Which aims to get women to upload their self-esteem by not compare to beauty standards that are not real (especially standards models for L'Oreal, hyper made up and whose images are systematically retouched treatment programs image [which also make all beauty magazines, the heart and in general all the press reports lives of famous / as]).

So DOVE chooses ethics as the basis of its market position. This type of positioning is typically postmodern and aligned with the philosophy 2.0 of the network.

The paradox that a brand using the anti marketing to be known, is also a typically postmodern characteristic. Companies try to get into the skin of the consumer, thinking as he and launching a series of smart messages against the established by the very society of which they are part. Mystify the receiver of messages but get connect to it.

Dove is not the only brand that makes this type of advertising

We can see these messages in ads Viceroy (The watchmaker). Antonio Banderas remember saying "It's not what I, what I am," or Shakira wondering why they have hired to watch an ad if she never takes any.

Some brands try this yourself, but do not.

This is the case for example of Dior with ads starring Charlize Theron for the perfume "J'adore Dior", Which appears shedding all her jewelry and clothes saying"feel yourself"When Dior is precisely a brand of fashion products (the paradox would be a" stance "Postmodern, yes), but to appeal opulence and luxury goods, while choosing images for the campaign showing luxury and opulence, where Charlize is makeup to the eyebrows and retouched every pixel I think is too brazen. It shows that in the background, Dior does not believe in "feel yourself"Preaches and continues to manipulate images and showing imaginary worlds and inaccessible (which is really what sells).

In times of 2.0 and social networks, hypocrisy is a bad bet. Transparency and consistency in advertising are the foundation of Marketing 2.0. In this subject (in coherence 2.0) I recommend reading the article published in Marketing News: "When it is the best business ethics for a brand

Final note:
By the way, I think the first time I saw this announcement was thanks to a mail Neighbor Maria the AGIMA network (Mary is ethical marketing expert and professor at the University of Vic ... and former partner at Intercom). From here I send a greeting :-)

Slides of "Tools 2.0 for managing your personal brand"

Yesterday I had the pleasure of participating in the conference "SISI" organized in Lloret de Mar. These sessions were aimed at helping young people who do want to work and if they want to study.

Both the presentations and panel discussions were very interesting and entertaining. The organization was impeccable, no easy task when carrying out an act of this type with different formats.

The framework of the conference was the beautiful Costa Encantada Aparthotel Lloret, who gave both its rooms and its restaurant service, also you have to congratulate them and give them thanks.

For my part, I gave the talk was on how to manage personal brand with the help of the Internet 2.0 tools at our disposal. I used slides are what I show below.

I go all right.

We talk to each other.

Youth Days "sisi" (Yes they do want want to study and work) in Lloret de Mar

Jornadas para SiSiEl próximo sábado 27 de noviembre, tengo el placer de participar en las jornadas SISI que se celebran en Lloret de mar.

Mi presentación será sobre la “Gestión de la marca personal a través de herramientas 2.0” y tiene como objetivo que los jóvenes (cuya mayor parte conoce bien las herramientas 2.0) sepan cómo utilizarlas a nivel estratégico para modelar su imagen en internet y gestionar así su marca personal adecuadamente.

Otros ponentes de la jornada serán Alfons Cornella, Xesco Aspar Y Marion Suffert. Algunos de los temas que tratarán son: ¿Cómo realizar una presentación personal? ¿Cómo buscar trabajo? ¿Cómo evoluciona nuestra sociedad y por lo tanto cómo evoluciona también el mercado laboral?… en definitiva, preguntas que seguramente muchos jóvenes y no tan jóvenes se cuestionan a diario.

Las jornadas tienen un coste de 10€ (incluye el almuerzo al medio día).

Para más información sobre las jornadas y para inscribirse es necesario llamar al 972 364 858

O bien visitar su página en Facebook:

O su perfil en Twitter:!/SiSi_27N

Nos vemos en Lloret!

Practical Workshop Web 2.0 for tourism in Girona

After the practical workshop organized Benchmarking Tourism Costabrava and we teach in Olot, many people who plan for a solició Practical Workshop Web 2.0 for tourism businesses. Well, it is already scheduled: The workshop will be held November 30 in Girona.

Its data are as follows:

How to be a good Community Manager - How should the profiles of tourism companies on social networks, what issues should deal mainly, what 2.0 tools at our disposal, how can we optimize our time. Ultimately, knowledge that everything Community Manager should know to develop your job in a tour company.

Day: Tuesday, November 30
PlaceGirona, the hotel Charlemagne (Plaça Miquel Santalo)
Schedule: From 9:00 a.m. to 2:00 p.m.
: 40
Registration fee: 50€ (incluye coffe break)

The registration period ends on Friday 26 November and the booking is made in order of receipt of entries.

For more information please contact the Board Tourism Costa Brava - Pyrenees

Note to attendees: As a practical workshop I recommend attending the class with your own laptop. This way you can work directly on your profile and on your website.

See you in Girona.

A hug.

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.

We talk to each other.

Slides "What is Web 2.0" of 2.0 days Tourism

Yesterday was a full day: 2 lectures given, 3 heard, a breakfast and networking lunch and an incredible lot of talks and consultations with tourism professionals ... of course, I am referring to the conference organized by the Patronato de Turismo de la Costa Brava - Girona Pyrenees: Tourism 2.0 which it was held yesterday in Girona.

The day was rounded: well organized, following the scheduled times, with breaks when needed and interesting speakers (I mean the other speakers :-). All high-level and explaining very different themes, but related to Web 2.0: Juan Luis Polo (Creative territory) Explained their experiences in managing large customer communities marks (I have to ask some of your slides for my classes, I liked how focused the work of a Comunity Manager). Also the presentation. Victor Puig explained some of the strategies that apply 2.0 Overalia Y Lasse Rouhiainen (Super video marketing PROFESSIONALS) explained to us what this technique and how to start apply a interesting talk too.

There were more speakers, but unfortunately I could not stay the whole day. I would have loved to hear the table moderated Xevi Rendoda Montoya (PlayBrand) And they attended by Pedro Jareño (Minube), Jordi Ramot (Wikiloc) And Francesc Grau (Conzentra). Unfortunately duty called me and I had to leave mid-afternoon.

As I said, my participation was twice, first thing in the morning a theoretical paper on what is Web 2.0 and what it does, and late in the morning, a presentation on how to convert visits to a website commercial customers or contacts.

The slides of this first paper are as follows below:

Then I write another post and publish the slides from the second conference.

We talk to each other.

Later note:

Following my presentation, Eduard Batllet (journalist of El Punt - Avui) I made a small interview videotaped and wrote an article talking about the day. The artíuclo can be read here: Tourism 2.0 - Girona

The video is the one attached below:

(The first images of these videos are always fatal ... if anyone knows the secret to this does not happen, to warn me).