{"id":3424,"date":"2018-05-02T09:36:50","date_gmt":"2018-05-02T07:36:50","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=3424"},"modified":"2018-05-11T11:14:19","modified_gmt":"2018-05-11T09:14:19","slug":"marketing-cultural-e-xestion-de-publicos-con-beatriz-fontan-2","status":"publish","type":"post","link":"http:\/\/edu.xestioncultural.com\/es\/2018\/05\/marketing-cultural-e-xestion-de-publicos-con-beatriz-fontan-2\/","title":{"rendered":"Marketing cultural e xesti\u00f3n de p\u00fablicos. Con Beatriz Font\u00e1n"},"content":{"rendered":"<p>Por <strong>Alejandra Ulloa<\/strong><\/p>\n<p>Na sesi\u00f3n de hoxe contamos coa presenza de <a href=\"http:\/\/edu.xestioncultural.com\/es\/equipo-docente\/#toggle-id-26\">Beatriz Font\u00e1n<\/a>, especialista en marketing cultural e xesti\u00f3n de p\u00fablicos. Para comezar, na primeira parte, Beatriz, pediunos que nos foramos presentando e que lle contestaramos \u00e1 seguinte pregunta: que vos gustar\u00eda saber sobre a xesti\u00f3n de p\u00fablicos? Xurdiron respostas moi diversas, como por exemplo: xerar sentimento de pertenza, fidelizaci\u00f3n, non saturar de informaci\u00f3n \u00e1 xente, como transmitir informaci\u00f3n de maneira clara e efectiva, desenvolvemento de novos p\u00fablicos, traballar a escoita, diversificaci\u00f3n, \u2026 \u00e1s que lle iriamos dando soluci\u00f3n ao longo da sesi\u00f3n.<\/p>\n<p>Unha vez escoitadas todas as nosas inquedanzas en canto \u00e1 xesti\u00f3n de p\u00fablicos, continuou a sesi\u00f3n falando sobre <strong>o marketing na cultura como unha ferramenta\u00a0 ao servizo da xesti\u00f3n, do an\u00e1lise e da comunicaci\u00f3n<\/strong>. Segundo Jes\u00fas Cimarro,<em> \u201co marketing \u00e9 un sistema de pensamento\u201d<\/em>. Un pensamento que nos pon no punto de vista da persoa que vai acudir, consistente nun exercicio de empat\u00eda.<\/p>\n<p>O marketing cultural \u00e9 un tema para conectar e que busca a relaci\u00f3n. As persoas son as que fan os intercambios. Pasamos dun marketing do intercambio ao de relaci\u00f3n, que estuda as relaci\u00f3ns con persoas. En base a isto, <strong>para que o noso proxecto funcione, temos que<\/strong><\/p>\n<p><strong>Contar cun plan de marketing<\/strong> para: \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-3428 size-medium\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-1-300x201.jpg\" alt=\"2018 05 02 Beatriz Fontan (1)\" width=\"300\" height=\"201\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-1-300x201.jpg 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-1-768x516.jpg 768w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-1-1030x692.jpg 1030w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-1-705x473.jpg 705w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-1-450x302.jpg 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-1.jpg 1053w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<ul>\n<li>Dar unha resposta a estas preguntas: que, con que, para que e para quen.<\/li>\n<li>Definir uns obxectivos.<\/li>\n<li>Contar cuns valores: \u201chai que ter valor para xerar valor\u201d<\/li>\n<\/ul>\n<p><strong>Realizar un DAFO<\/strong> (Debilidades, Ameazas, Fortalezas, Oportunidades) <strong>do noso plan de comunicaci\u00f3n<\/strong>, para que nos sexa f\u00e1cil de transmitir o noso proxecto a n\u00f3s e a xente que participe.<\/p>\n<p>&nbsp;<\/p>\n<p>Os slogan e as efem\u00e9rides serven en moitas ocasi\u00f3ns para xerar comunicaci\u00f3n, para conectar cos p\u00fablicos e crear un sentimento de pertenza. Pero&#8230; <strong>Como xestionamos os p\u00fablicos?<\/strong> Pois empregando o noso co\u00f1ecemento, porque todos somos e seremos p\u00fablico. <strong>Como p\u00fablico t\u00e9monos que preguntar que estariamos dispostos a aportar e que lle pediriamos aos nosos proveedores culturais e, como xestores culturais, que teriamos que facer para conectar, formar, co\u00f1ecer, implicar, \u2026 aos p\u00fablicos<\/strong>. Para isto \u00faltimo, seguiriamos os seguintes pasos:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Transversalidade e implicaci\u00f3n<\/strong>. \u00c9 interesante constitu\u00edr un equipo con todas as persoas que interact\u00faan cos p\u00fablicos a fin de recoller de cada unha delas os problemas que atopan.<\/li>\n<\/ul>\n<ul>\n<li>Formular uns <strong>obxectivos<\/strong> <strong>SMART<\/strong>: espec\u00edfico, medible, alcanzable, realista e temporalizado.<\/li>\n<\/ul>\n<ul>\n<li>Realizar un <strong>diagn\u00f3stico<\/strong> da situaci\u00f3n actual: prioridades, sistema de prezos e promoci\u00f3ns actuais, comunicaci\u00f3n feita (o ton de voz), perf\u00eds de p\u00fablicos actuais, produtos de oferta (dirixidos a un p\u00fablico m\u00e1is pequeno e espec\u00edfico) e demanda (o que est\u00e1 demandando o p\u00fablico actualmente e xa lle estamos dando acollida), \u2026\u00a0<b><\/b><i><\/i><u><\/u><\/li>\n<\/ul>\n<ul>\n<li><strong>Segmentaci\u00f3n<\/strong> dos p\u00fablicos. Creaci\u00f3n dunha base de datos para manexar e co\u00f1ecer os gustos dos nosos p\u00fablicos por medio dos CRM e os sistemas de <em>ticketing<\/em>. \u00c9 moi importante manter os p\u00fablicos que temos, xa que a recomendaci\u00f3n dun co\u00f1ecido \u00e9 moito m\u00e1is fiable que un <em>like<\/em>. Temos que ocuparnos de que se sintan escoitados e nos recomenden.<\/li>\n<\/ul>\n<ul>\n<li>Unha vez organizada a base, preparamos a <strong>planificaci\u00f3n segmentada<\/strong> do marketing mix: que lles ofrezo?, canto lles custar\u00e1?, como o adquiren?, como o vou comunicar? en funci\u00f3n dos\u00a0 segmentos en que dividimos os nosos p\u00fablicos. Despois fixamos uns obxectivos espec\u00edficos para cada un deles e dese\u00f1amos unhas estratexias de activaci\u00f3n, fidelizaci\u00f3n e captaci\u00f3n coas s\u00faas correspondentes acci\u00f3ns.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3435 size-medium\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2-300x157.jpg\" alt=\"2018 05 02 Beatriz Fontan (2)\" width=\"300\" height=\"157\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2-300x157.jpg 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2-768x401.jpg 768w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2-1030x538.jpg 1030w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2-1500x784.jpg 1500w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2-710x375.jpg 710w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2-705x368.jpg 705w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2-450x235.jpg 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-05-02-Beatriz-Fontan-2.jpg 1508w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Todo isto, implica un arduo <strong>traballo cos p\u00fablicos<\/strong>, que se estruturar\u00eda nas seguintes etapas:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Diversificar, incrementar e regularizar as pr\u00e1cticas dos <strong>p\u00fablicos activos<\/strong> (os que ve\u00f1en): con eles podemos probar cousas diferentes e temos que sorprendelos, coidalos.<\/li>\n<\/ul>\n<ul>\n<li>Xestionar a comunidade de <strong>p\u00fablicos implicados<\/strong>, que est\u00e1n dispostos a facer algo m\u00e1is.<\/li>\n<\/ul>\n<ul>\n<li>Captar <strong>novos p\u00fablicos<\/strong> a partir da demanda latente, xestionando as resistencias da primeira vez.<\/li>\n<\/ul>\n<ul>\n<li>Investir na formaci\u00f3n de gustos e valores en nenos e adolescentes, que se consideran <strong>p\u00fablicos dependentes<\/strong>. Cos adolescentes ad\u00f3itase empregar unha linguaxe provocativa. \u00c9 recomendable romper as barreiras de entrada a un evento.<\/li>\n<\/ul>\n<ul>\n<li>Crear interese polas pr\u00e1cticas culturais en <strong>p\u00fablicos con demanda inexistente<\/strong> por medio de casos espello, p\u00fablicos implicados como preinscritores, etc, &#8230;<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Chegada a segunda parte da sesi\u00f3n sent\u00e1monos por grupos e cada un analizou o seu proxecto coa finalidade de buscar d\u00faas fortalezas e un slogan que logo puxemos en com\u00fan, para ver entre todas e todos se cada grupo acertou na s\u00faa elecci\u00f3n. Xa para finalizar, creo que con estas frases de Beatriz Font\u00e1n se resume moi ben todo o que nos quixo transmitir ao longo da sesi\u00f3n:<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center\"><strong>QUE NOS QUEIRAN! \u00a0 <\/strong><\/p>\n<p style=\"text-align: center\"><strong>QUE NOS SINTAN!\u00a0 <\/strong><\/p>\n<p style=\"text-align: center\"><strong>\u00c9NCHEO, PERO CON XEITO!\u00a0<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Por Alejandra Ulloa Na sesi\u00f3n de hoxe contamos coa presenza de Beatriz Font\u00e1n, especialista en marketing cultural e xesti\u00f3n de p\u00fablicos. Para comezar, na primeira parte, Beatriz, pediunos que nos foramos presentando e que lle contestaramos \u00e1 seguinte pregunta: que vos gustar\u00eda saber sobre a xesti\u00f3n de p\u00fablicos? Xurdiron respostas moi diversas, como por exemplo: [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":3427,"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":[12],"tags":[],"class_list":["post-3424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2017-18"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing cultural e xesti\u00f3n de p\u00fablicos. 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