Usages and Role of Instant Messaging Applications during the Beatification of Msgr. Alvaro del Portillo
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Presentation done by Daniel Arasa and Juan Narbona, during "Religious tourism destinations" workshop of the ENTER2015 eTourism conference.
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Usages and Role of Instant Messaging Applications during the Beatification of Msgr. Alvaro del Portillo
- 1. ENTER 2015 Destination Track Slide Number 1 Usages and Role of Instant Messaging Applications during the Beatification of Msgr. Alvaro del Portillo Arasa, Daniel; Narbona, Juan Pontifical University of the Holy Cross, Italy arasa@pusc.it & j.narbona@pusc.it http://www.pusc.it/csi/home
- 2. ENTER 2015 Destination Track Slide Number 2 Religious ceremony: +200.000 people in Madrid.
- 3. ENTER 2015 Destination Track Slide Number 3 79 nationalities 3,000 volunteers Events in 40 cities
- 4. ENTER 2015 Destination Track Slide Number 4 What’s a Beatification? Religious event Community gathering Touristic opportunity
- 5. ENTER 2015 Destination Track Slide Number 5 Álvaro del Portillo. Exemplary life for Christians.
- 6. ENTER 2015 Destination Track Slide Number 6 Not in Rome, but Madrid. Difficulties · No previous experience. · Worldwide pilgrims: cultural variety. · One-day big event.
- 7. ENTER 2015 Destination Track Slide Number 7 Not in Rome, but Madrid. Opportunities · Very committed crowd · City linked to the new blessed · Interesting touristic places nearby
- 8. ENTER 2015 Destination Track Slide Number 8 Mobile Communication
- 9. ENTER 2015 Destination Track Slide Number 9 Mobile Communication. Promotion
- 10. ENTER 2015 Destination Track Slide Number 10 Mobile Strategy Goals · Enhancing religious experience (texts, prayers, songs...) · Helping organization (maps, useful info, transports...) · Promoting tourism (high Madrid reputation)
- 11. ENTER 2015 Destination Track Slide Number 11 Long term App Event linked App
- 12. ENTER 2015 Destination Track Slide Number 12 Internet off contents Internet on contents. Youtube
- 13. ENTER 2015 Destination Track Slide Number 13 Internet on/off contents. Google Maps
- 14. ENTER 2015 Destination Track Slide Number 14 Google maps. Flickr.
- 15. ENTER 2015 Destination Track Slide Number 15 Zone June July August Sept Oct Nov Europe 1,686 669 868 2,794 90 37 40 6,262 Latin America 888 398 780 1,815 141 50 61 4,193 Asia Pacific 24 20 204 557 28 12 9 867 USA & Canada 193 96 324 896 78 17 32 1,659 Africa, Middle East & India 4 3 20 46 2 2 1 78 iTunes 2,795 1,186 2,196 6,108 339 118 143 13,059 Android 12,318 Total 25,377 Downloads App Alvaro del Portillo
- 16. ENTER 2015 Destination Track Slide Number 16 Whatsapp · 15,400 contacts · 15 messages, 3 months · Useful information · Direct channel (crisis communication tool) · One-way · Informal language (i.e. Emoticons)
- 17. ENTER 2015 Destination Track Slide Number 17 Data Text Promoted link Visits day before Visits day message August 15th, 2014 Vídeo que responde a las preguntas sobre la sede de la beatificación /es-es/article/como- es-y-como-se-llega-a- la-sede-de-la- beatificacion-de- alvaro-del-portillo/ 935 1,310 September 14th, 2014 Información sobre los actos y libros para descargar que te ayudarán a seguir la ceremonia /es- es/article/informacion -sobre-las-ceremonias- de-la-beatificacion/ 625 2,604 September 17th, 2014 Puedes descargar la infografía con todo lo que necesitas saber sobre Valdebebas /es-es/article/el- mapa-de-valdebebas- para-la-beatificacion- de-alvaro-del-portillo/ 1,831 3,858 September 21th, 2014 ¡Venir a la beatificación es fácil y no es necesaria la inscripción! /es-es/article/asistir-a- la-beatificacion-ahora- mas-facil/ 1,431 2,345 Whatsapp promotion to visit the website
- 18. ENTER 2015 Destination Track Slide Number 18 Whatsapp Beatification Newphonenumber
- 19. ENTER 2015 Destination Track Slide Number 19 · Mobile communication reached an small amount of participants (estimated 200.000; 12’6% downloaded the App; 7’7% connected to Whatsapp). Not YET the best tool for a huge event. · It was effective before the event. · Many key-people used it for useful information. · Future research: data during the beatification; sharing in Social Media. Results
- 20. ENTER 2015 Destination Track Slide Number 20 Arasa, Daniel; Narbona, Juan Pontifical University of the Holy Cross, Italy arasa@pusc.it & j.narbona@pusc.it http://www.pusc.it/csi/home
Editor's Notes
- This is neither an academic talk, nor a technological speech. The goal of our paper is just to share the experience we had on the use of Mobile technology on the occasion of the beatification of Alvaro del Portillo, head of the Catholic organization Opus Dei and Founder and first Grand Chancellor of the Pontifical University of the Holy Cross.
- This event gathered in Madrid more than 200.000 people from 79 different places, and with small events in 40 cities of Spain and Italy. We consider that the experience acquired is interesting because it can give us some ideas about how to take advantage of a single massive event to communicate religious ideas and promote tourism.
- These are pictures of the mass held in the outbounds of Madrid on september 27th 2014. In order to not disturb the ordinary life in the Capital of Spain, the event took place in a large avenue in a new residencial area.
- Before explaining our use of mobile technology in a single event, I would like to explain briefly what is a beatification. Catholic Church propose to the faithful the life of saints, as a model of life. They are an example of followers of Christ. The beatification is the first step of that process. The mass is on the one hand a religious event, on the other hand a community gathering. Also, for many of the faithful is a touristic opportunity (they want to know the city and the country in which grew and lived the new blessed).
- After studying the life of Alvaro del Portillo and constating the existence of a miracle (the recovery of a chilenian newborn after a cardiac arrest lasting longer than half an hour) his life and teachings are proposed to the faithful as an example to follow. The people that assist to the ceremony of beatification depend on the spreading of the devotion to the new blessed.
- From the point of view of communication, the event had some difficulties and opportunities. The main difficulties were: first, the event wasn‘t held in Rome, a city that has a lot of experience dealing with religious crowds. Madrid hadn‘t the know how of such a difficult event; second, the cultural variety of the participants: different languages, different sensibilities, different economic status; and lastly the fact that is was a one-day ocassional event. An event of this kind is not a touristic emplacement –a sanctuary, a monastery or a museum-, a fixed place or area that can accumulate experience. We had only one opportunity. In this sense communication was crucial.
- The positive aspects were: a very involved crowd, eager to help and follow the indications (we must consider that it was a religious event); the city was linked to the biography of the new blessed, so the autorities helped a lot to the success of the event (it was for them also an economic opportunity); and we had close to Madrid many interesting touristic places.
- As you can immagine the communication strategy was big and the channels involved were numerous. But we will focus only in the mobile communication experience, a channel that was new for us (we worked also on the beatification and canonization of saint Josemaria, founder of Opus Dei and predecesor of don Alvaro). Specifically, I want to focus on the use we meda of two apps: Don Alvaro App and Whatsapp.
- We thougth that a way to reach that crowd was the internet, and specifically mobile communication. In order to develop this channel we created a new app and a whatsapp list to send news through this popular instant messaging app. The first task was promoting among our websites and channels on Facebook and Twitter.
- The goals of our Mobile Strategy were: Enhance religious event experience (texts, prayers, songs...3 prayer books in eight languages, 428.426 downloads); Helping the Organization (Maps, useful information, transports...); and Promote Tourism (Good reputation in Madrid).
- The app had two parts: long term app, with information about the blessed, aimed to stay on the smartphone of the user after the event; and event-linked part, with content related to the event.
- Other than texts (as the letter of Pope Francis to the participants), we offered a map of the area, videos directly linked to Youtube…
- Touristic plan, that took the user to places in Madrid related to don Alvaro. If wanted, you could have access to google maps to arrive there.
- Also linked to Google Maps we offered a map with social iniciaties promoted for the new blessed and aimed to poor people. A photo gallery in flickr.
- Whats app was concieve as a direct channel of communication. As you know is the more effective communication channel. A newsletter may be read or not; a website can be visited or not. But whatsapp is really efective. Other than promoting useful information, we wanted to have a direct channel in case of a crisis. If something happened, we could give information directly to thousands of people. Only in Spanish and English we gathered 15.400 contacts in two months. It is not two much.
- Was Whatsapp effective in the promotion of communication. A little study of the impact of Whatsapp in the visits to the official webpage shows us that it had a real effect. The visits to single articles grew always.
- This is the evolutions of suscriptions to the lists of whatsapp. From april to november. In our last message we invited our contacts to a new list with information about Opus Dei. We kept 5.400 suscribers. Usually we asked not to answer to our messages through whatsapp, but the last day we forgot to say that and we received 18.000 messages of congratulation.
- Whats app was concieve as a direct channel of communication. As you know is the more effective communication channel. A newsletter may be read or not; a website can be visited or not. But whatsapp is really efective. Other than promoting useful information, we wanted to have a direct channel in case of a crisis. If something happened, we could give information directly to thousands of people. Only in Spanish and English we gathered 15.400 contacts in two months. It is not two much.
- As I said at the beggining, I pretended to share with you just an experience of communication. It was not the time to innovate or do experiments, but to use mobile communication to contribute to the success of such a joyful event.Thanks.