{"id":2215,"date":"2017-04-21T22:04:17","date_gmt":"2017-04-21T20:04:17","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=2215"},"modified":"2017-04-27T20:57:41","modified_gmt":"2017-04-27T18:57:41","slug":"marketing-e-comunicacion-cultural-plan-de-comunicacion-cultural-sonia-diaz","status":"publish","type":"post","link":"http:\/\/edu.xestioncultural.com\/es\/2017\/04\/marketing-e-comunicacion-cultural-plan-de-comunicacion-cultural-sonia-diaz\/","title":{"rendered":"Marketing e comunicacion cultural. Plan de comunicaci\u00f3n cultural. Sonia D\u00edaz"},"content":{"rendered":"

Por: C\u00e9sar No<\/strong><\/p>\n

O pasado venres 21 de abril tivemos o pracer de contar con Sonia D\u00edaz, quen inaugurou o bloque de Marketing e Comunicaci\u00f3n Cultural <\/em>e nos achegou diversas ferramentas para a realizaci\u00f3n dun Plan de Comunicaci\u00f3n Cultural.<\/p>\n

Sonia D\u00edaz<\/a> est\u00e1 formada en Xornalismo, pos\u00fae ademais unha diplomatura en Estudos Culturais no Reino Unido, un doutoramento en Comunicaci\u00f3n Audiovisual en Barcelona, un m\u00e1ster en Xesti\u00f3n Cultural en Chile e na actualidade \u00e9 asesora de ICEX en Internacionalizaci\u00f3n Empresarial (entre outras cousas).<\/p>\n

Sonia iniciou a aula evocando a Ren\u00e9 Magritte e a s\u00faa obra \u201cCeci n’est pas une pipe\u201d<\/em>, para lanzar unha mensaxe clara a un p\u00fablico que ela xa co\u00f1ec\u00eda e xa ti\u00f1a estudado e as\u00ed comezar a explicar un modelo para\u00a0 o dese\u00f1o e a execuci\u00f3n dun plan de comunicaci\u00f3n para un proxecto cultural e presentar as novas tendencias, as ferramentas e as li\u00f1as de traballo dentro da comunicaci\u00f3n cultural. Sonia iniciou a s\u00faa aula comunicando<\/strong> as s\u00faas intenci\u00f3ns, e iso f\u00edxose presente nunha aula din\u00e1mica e participativa na que finalmente puidemos aplicar os contidos nos nosos proxectos de grupo.<\/p>\n

Polo tanto, na primeira parte da aula, pres\u00e9ntasenos a estrutura para a realizaci\u00f3n dun Plan de Comunicaci\u00f3n<\/strong> sempre segundo este modelo que nos achega e que, como di Sonia, non \u00e9 \u00fanico. \u00c9 a seguinte:<\/p>\n

    \n
  1. Diagnose
    \n<\/u>O primeiro paso ser\u00e1 a realizaci\u00f3n dunha an\u00e1lise DAFO que nos ten que servir para atopar soluci\u00f3ns aos problemas que se nos presentan. Deste xeito poderemos facer unha listaxe de observaci\u00f3ns e de recomendaci\u00f3ns que nos permitan dar os nosos primeiros pasos.<\/li>\n<\/ol>\n
      \n
    1. Obxectivos
      \n<\/u>Tanto os cuantitativos como os cualitativos.<\/li>\n<\/ol>\n
        \n
      1. P\u00fablicos
        \n<\/u>Debemos definir todos os p\u00fablicos que nos van a axudar a acadar os nosos obxectivos \u00e0 creadores\/as, productores\/as, distribuidores\/as, programadores\/as, financiadores\/as, mediadores\/as e p\u00fablicos.
        \nUnha vez temos isto, debemos de relacionar os p\u00fablicos facendo diferentes preguntas: \u201cComparten c\u00f3digo?\u201d \u201cComparten canle?\u201d \u201cComparten contexto?\u201d \u201cComparten interese?\u201d \u201cOnde os situamos?\u201d<\/li>\n<\/ol>\n
          \n
        1. Soportes
          \n<\/u>Unha vez sexamos capaces de contestar as preguntas anteriores e realizar as relaci\u00f3ns entre os p\u00fablicos poderemos escoller os soportes m\u00e1is axeitados para dirixirnos aos distintos grupos.<\/li>\n<\/ol>\n
            \n
          1. Estratexias e t\u00e1cticas
            \n<\/u>Unha ferramenta clave \u00e0 o esquema de valores.
            \nO esquema de valores est\u00e1 formado por:<\/li>\n<\/ol>\n
              \n
            • Definici\u00f3n b\u00e1sica: que \u00e9 o noso proxecto?<\/li>\n
            • Beneficio clave: diferenciaci\u00f3n con outros proxectos similares.<\/li>\n
            • Atributos descritivos: as propiedades obxectivas, e dicir, o que ofrecemos.<\/li>\n
            • Beneficios funcionais: os que obt\u00e9n quen participa do proxecto.<\/li>\n
            • Beneficios emocionais: que van m\u00e1is al\u00e1 dos funcionais.<\/li>\n
            • Beneficios proxectivos: os valores que proxecta o proxecto.<\/li>\n
            • Beneficios persoais: os valores que pode proxecta a imaxe de quen participa.<\/li>\n
            • Esencia de marca: todos os valores (nunha orde de prioridades)<\/li>\n
            • Identidade estendida<\/li>\n<\/ul>\n
                \n
              1. Acci\u00f3n e materiais
                \n<\/u>Consiste en pensar as acci\u00f3ns que podemos levar a cabo para achegarnos a cada p\u00fablico e en definir todos os materias que precisamos para conseguilo.<\/li>\n<\/ol>\n
                  \n
                1. Cronograma
                  \n<\/u>Nunha t\u00e1boa que recolla os tempos e as datas nas que se realiza o plan de comunicaci\u00f3n partindo do seguinte: data-medios-dixital-impresi\u00f3n-directa-xeral<\/li>\n<\/ol>\n
                    \n
                  1. Orzamento<\/u><\/li>\n<\/ol>\n

                    \"sonia-diaz-2\"<\/p>\n

                    Xa para ir rematando esta primeira parte, Sonia ach\u00e9ganos novas tendencias e recursos que son empregadas de maneira constante na comunicaci\u00f3n como:<\/p>\n

                    -Medios de comunicaci\u00f3n: prensa, radio, televisi\u00f3n e medios electr\u00f3nicos e como se viron afectados alg\u00fans deles polo nacemento das redes sociais.<\/p>\n

                    -Webs e redes sociais: desexos e realidades.<\/p>\n

                    -Comunicaci\u00f3n directa: cartelar\u00eda, guerrilla, acci\u00f3ns promocionais e a comunicaci\u00f3n corpo a corpo.<\/p>\n

                    -O cami\u00f1o do medio: crowdfundings e outros patrocinios.<\/p>\n

                    Por \u00faltimo, entre todos fixemos aportaci\u00f3ns de exemplos de boas pr\u00e1cticas a hora de realizar un Plan de Comunicaci\u00f3n para as\u00ed poder analizar as estratexias e acci\u00f3ns que empregaron. Alg\u00fans dos nomes que sa\u00edron foron:<\/p>\n

                      \n
                    • Resurrection fest<\/strong>: conseguen chegar \u00e1 xente que lles interesa o seu evento, non dirix\u00edndose cara todo o mundo. De feito chegan a xogar con publicar a \u201choras malas\u201d para non estender a s\u00faa campa\u00f1a de comunicaci\u00f3n cara outras direcci\u00f3ns.<\/li>\n
                    • Sinsal audio<\/strong>: cumpren as expectativas do p\u00fablico que acode e realizan unha campa\u00f1a enfocada nos valores que cont\u00e9n o seu proxecto.<\/li>\n
                    • Voadora<\/strong>: captadora de p\u00fablico a trav\u00e9s dun traballo en redes e prensa, dende unha comunicaci\u00f3n coherente coa s\u00faa li\u00f1a de proxecto de compa\u00f1\u00eda.<\/li>\n
                    • Play Doc<\/strong>, Carballo Interplay<\/strong>,\u2026<\/li>\n<\/ul>\n

                      Xa na segunda parte da sesi\u00f3n nos colocamos por grupos e comezamos a trazar o Plan de Comunicaci\u00f3n de cada proxecto.<\/p>","protected":false},"excerpt":{"rendered":"

                      Por: C\u00e9sar No O pasado venres 21 de abril tivemos o pracer de contar con Sonia D\u00edaz, quen inaugurou o bloque de Marketing e Comunicaci\u00f3n Cultural e nos achegou diversas ferramentas para a realizaci\u00f3n dun Plan de Comunicaci\u00f3n Cultural. Sonia D\u00edaz est\u00e1 formada en Xornalismo, pos\u00fae ademais unha diplomatura en Estudos Culturais no Reino Unido, […]<\/p>\n","protected":false},"author":7,"featured_media":2216,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-2215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2016-17"],"yoast_head":"\nMarketing e comunicacion cultural. Plan de comunicaci\u00f3n cultural. Sonia D\u00edaz - USC Xesti\u00f3n Cultural<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/edu.xestioncultural.com\/es\/2017\/04\/marketing-e-comunicacion-cultural-plan-de-comunicacion-cultural-sonia-diaz\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing e comunicacion cultural. Plan de comunicaci\u00f3n cultural. Sonia D\u00edaz - USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"og:description\" content=\"Por: C\u00e9sar No O pasado venres 21 de abril tivemos o pracer de contar con Sonia D\u00edaz, quen inaugurou o bloque de Marketing e Comunicaci\u00f3n Cultural e nos achegou diversas ferramentas para a realizaci\u00f3n dun Plan de Comunicaci\u00f3n Cultural. 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