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Difusión de contenidos de museos de Castilla y León en redes sociales

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Ponencia presentada en el V Encuentro sobre Redes en Museos y Centros de Arte, celebrada en el MUSAC de León el 14/11/2015.

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Difusión de contenidos de museos de Castilla y León en redes sociales

  1. 1. V Encuentro #RRSSMuseos – León 14/11/2015 difusión de contenidos museos de castilla y león
  2. 2. • 2010 • Portal de Museos de Castilla y León • De lo analógico al 2.0 de un salto • RRSS por accidente
  3. 3. NO HABÍA Identidad digital Institución museo Cuentas similares Objetivo definido Público objetivo Estrategia previa CM 365 / 7 / 24 Cercanía al usuario Garantía de continuidad ¿engendro?
  4. 4. • 2011-2012 - SIAU • Transparencia, Participación, Colaboración • Guía RRSS • Custodia • Monitorización • Crisis • Verify
  5. 5. por qué_ • Difundir Patrimonio Cultural • Habilitar cauces de conversación + feedback • Difundir actividad de museos o Con RRSS: 50 Tw + nº indeterminado Fb o Sin RRSS: + de 350 • Fomentar trabajo colaborativo entre museos • Precepto legal (Ley de Centros Museísticos y Plan de Actuación 2010-2015)
  6. 6. misión_ • Difusión del Patrimonio = protección • Comunicar qué hacen los museos ↔ • #oGov: 3 pilares • Contribuir al desarrollo sostenible • Promover TIC en la relación museo / usuario • Generar “tráfico” cultural
  7. 7. para quién_ • Usuarios • Profesionales • Investigadores • Estudiantes • Profesorado • Turistas • Prensa...
  8. 8. • Ángel Velázquez (gestor contenidos + Fb) • José Luis Hoyas (Tw + Fb + Pinterest) • Cercanía • Transparencia • Reconocimiento • Responsabilidad • #equiposmuseos • 30’ + 30’
  9. 9. fuentes (generales)_
  10. 10. fuentes (particulares)_
  11. 11. criterios de publicación_ • Portal preferible a otros • Cuentas oficiales JCyL preferible a prensa • Fuente original preferible • Horario: programación vs. actualidad • Contenidos comodín: foto, video, curso, becas, empleo, educación • Aprovechar real time marketing… • Fin de semana (videos, posts, lecturas, etc…)
  12. 12. monitorización_ • Museo • Patrimonio • Castilla • León • Provincias • Listas • Hashtags
  13. 13. análisis cuentas ↑ • Museos muy activos • Cuenta “atractiva” • Cuenta “blanca” • Buena reputación on line
  14. 14. análisis cuentas ↓ • Muy corporativa • Prioridad • Medios • Fuera de horario • Alternativas • Convivencia prensa • Presencia eventos Tw • No somos representantes de otros
  15. 15. • Facilitar inscripciones • Generar expectación • Networking • Promocionar la actividad • Viralizar recomendaciones • Promover debate
  16. 16. real time marketing_
  17. 17. retos • Estrategia • Cuentas satélite • Nuevos públicos • Segmentación • Comunidad • Diálogo • Engagement • Calendario • Imagen (vídeo) • Visibilidad equipos
  18. 18. www.gobiernoabierto.jcyl.es www.museoscastillayleon.jcyl.es www.facebook.com/museoscastyleon @museoscastyleon www.pinterest.com/museoscastyleon
  19. 19. #gracias ;) José Luis Hoyas Díez hoydiejo@jcyl.es + 34 983 41 18 00 / Ext.: 80 65 15

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