Museo Cerralbo 2020, estrategias de comunicación en tiempos difíciles
[EN] In Cerralbo Museum’s strategic plan, digital dimension has been always a very important and specific line of work. Facing the covid situation and the quarantine, special efforts were made to keep offering the citizens a high quality cultural programm, using every available tool and digital plat...
| Autores: | , |
|---|---|
| Formato: | capítulo de livro |
| Fecha de publicación: | 2022 |
| País: | España |
| Recursos: | Universitat Politècnica de València (UPV) |
| Repositorio: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia |
| Idioma: | español |
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| Acesso em linha: | https://riunet.upv.es/handle/10251/182782 |
| Access Level: | acceso abierto |
| Palavra-chave: | Planificación estratégica Redes sociales Museos Covid Comunicación digital Estrategic planning Museum activities Social media communication House museums Pandemic |
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Museo Cerralbo 2020, estrategias de comunicación en tiempos difíciles Cerralbo Museum 2020: communication strategies in difficult times |
| title |
Museo Cerralbo 2020, estrategias de comunicación en tiempos difíciles |
| spellingShingle |
Museo Cerralbo 2020, estrategias de comunicación en tiempos difíciles Casas Desantes, Cecilia Planificación estratégica Redes sociales Museos Covid Comunicación digital Estrategic planning Museum activities Social media communication House museums Pandemic |
| title_short |
Museo Cerralbo 2020, estrategias de comunicación en tiempos difíciles |
| title_full |
Museo Cerralbo 2020, estrategias de comunicación en tiempos difíciles |
| title_fullStr |
Museo Cerralbo 2020, estrategias de comunicación en tiempos difíciles |
| title_full_unstemmed |
Museo Cerralbo 2020, estrategias de comunicación en tiempos difíciles |
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Museo Cerralbo 2020, estrategias de comunicación en tiempos difíciles |
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Casas Desantes, Cecilia Ramos San Pedro, Demian |
| author |
Casas Desantes, Cecilia |
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Casas Desantes, Cecilia Ramos San Pedro, Demian |
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author |
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Ramos San Pedro, Demian |
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author |
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Repositorio Institucional de la Universitat Politècnica de València Riunet |
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Planificación estratégica Redes sociales Museos Covid Comunicación digital Estrategic planning Museum activities Social media communication House museums Pandemic |
| topic |
Planificación estratégica Redes sociales Museos Covid Comunicación digital Estrategic planning Museum activities Social media communication House museums Pandemic |
| description |
[EN] In Cerralbo Museum’s strategic plan, digital dimension has been always a very important and specific line of work. Facing the covid situation and the quarantine, special efforts were made to keep offering the citizens a high quality cultural programm, using every available tool and digital platform already used by the Museum, even with no special budget dedicated for that. Those actions were designed to satisfy every kind of audience. The propposal for kids was de “Cerralbian kit for kids”, with fabulous dowloadable materials to play at home, and reading suggestions. For a more general audience several projects were displayed, as social media content series about collectionism and archaeoogy at the late 19th Century and the beginning of 20th Century; the innovative suggestion of 19th Century readings for adults“Begin to read 19”; or the live concert offered by the group Simoneta in Museum’s Instagram account. Besides, being aware of the social problematics during quarantine months, a free online art-therapy service was offered to help our audience overcome certain psycological problems. Museum reopening in June was another challenge. We designed “Galerías Cerralbo”, a specific itinerary that allowed safety and hygienic-sanitary measures maintenance for both visitors and staff. At the same time, experiential enjoyment of the visit was guaranteed, allowing the visitor to recreate the feeling of being a guest of The Marquis around 1900. Physical experience was accompanied by digital experience, thanks to a virtual tour and audio guide included in CloudGuide App. Although the Museum is open to the public, digital communication continues working. In recent months, Cerralbo Museum keeps working on its digital strategy offering various contents, such as a virtual Film Club, the development of Instagram filters, with which we organized “Instaguerrotipo” a successful photography contest, activities broadcast in streaming, a Mindfulness proposal in our rooms, or one of our latest projects: the podcast “Radio 19,” with which we attempt to bring Museum closer to new users. In conclusion, incessant teamwork by objectives has given great results focused on citizen service. |
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2022 |
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2022 2022-01-18 |
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Editorial Universitat Politècnica de València |
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Museo Cerralbo 2020, estrategias de comunicación en tiempos difícilesCerralbo Museum 2020: communication strategies in difficult timesCasas Desantes, CeciliaRamos San Pedro, DemianPlanificación estratégicaRedes socialesMuseosCovidComunicación digitalEstrategic planningMuseum activitiesSocial media communicationHouse museumsPandemic[EN] In Cerralbo Museum’s strategic plan, digital dimension has been always a very important and specific line of work. Facing the covid situation and the quarantine, special efforts were made to keep offering the citizens a high quality cultural programm, using every available tool and digital platform already used by the Museum, even with no special budget dedicated for that. Those actions were designed to satisfy every kind of audience. The propposal for kids was de “Cerralbian kit for kids”, with fabulous dowloadable materials to play at home, and reading suggestions. For a more general audience several projects were displayed, as social media content series about collectionism and archaeoogy at the late 19th Century and the beginning of 20th Century; the innovative suggestion of 19th Century readings for adults“Begin to read 19”; or the live concert offered by the group Simoneta in Museum’s Instagram account. Besides, being aware of the social problematics during quarantine months, a free online art-therapy service was offered to help our audience overcome certain psycological problems. Museum reopening in June was another challenge. We designed “Galerías Cerralbo”, a specific itinerary that allowed safety and hygienic-sanitary measures maintenance for both visitors and staff. At the same time, experiential enjoyment of the visit was guaranteed, allowing the visitor to recreate the feeling of being a guest of The Marquis around 1900. Physical experience was accompanied by digital experience, thanks to a virtual tour and audio guide included in CloudGuide App. Although the Museum is open to the public, digital communication continues working. In recent months, Cerralbo Museum keeps working on its digital strategy offering various contents, such as a virtual Film Club, the development of Instagram filters, with which we organized “Instaguerrotipo” a successful photography contest, activities broadcast in streaming, a Mindfulness proposal in our rooms, or one of our latest projects: the podcast “Radio 19,” with which we attempt to bring Museum closer to new users. In conclusion, incessant teamwork by objectives has given great results focused on citizen service.[ES] Dentro del plan estratégico de comunicación del Museo Cerralbo la dimensión digital siempre ha tenido una presencia específica y diferenciada. Ante la situación generada por el Covid-19 y el confinamiento se redoblaron los esfuerzos para continuar ofreciendo a la ciudadanía una oferta cultural de calidad, empleando para ello todas las herramientas y plataformas digitales en las que el Museo ya tenía presencia, a pesar de no contar con un presupuesto específico destinado para ello. Estas acciones estaban diseñadas para atender a la mayor parte de públicos. Así, para el sector infantil se diseñó el divertido Kit cerralbiano para peques, con fantásticos materiales descargables para jugar en casa y propuestas de lecturas. Para un público más general se abordaron varios proyectos, desde la creación de una serie de contenidos en torno al coleccionismo y a la arqueología de finales del siglo XIX y principios del XX que se divulgaron en redes sociales,; la innovadora propuesta de lecturas decimonónicas “Empieza a leer XIX”; hasta un concierto en directo con la colaboración del grupo musical Simoneta. Además, siendo conscientes de la problemática social de estos meses, se ofreció un servicio de acompañamiento online gratuito de arteterapia que permitiera a los usuarios afrontar los diferentes problemas psicológicos derivados del confinamiento. La reapertura del Museo en junio supuso otro reto. Se diseñó “Galerías Cerralbo”, un itinerario específico que permitiera mantener las medidas de seguridad e higiénico-sanitarias tanto para visitantes como para el personal, al mismo tiempo que se garantizase el disfrute experiencial de la visita, permitiendo al visitante recrear la sensación que los invitados del Marqués tenían en torno a 1900. La experiencia física estaba acompañada por la experiencia digital, gracias a la inclusión de una visita virtual y audioguía en el App CloudGuide. Pese a que el Museo esté abierto físicamente el trabajo en la comunicación digital continúa. En los últimos meses el Museo Cerralbo ha continuado con su estrategia digital ofreciendo diversos contenidos, como un Cinefórum virtual, el desarrollo de filtros en Instagram con los que se organizó el exitoso concurso Instaguerrotipo, actividades retransmitidas en streaming, la propuesta de la práctica de la Atención Plena en nuestras salas, o uno de nuestros últimos proyectos: el podcast Radio 19, con el que pretendemos acercar el Museo a nuevos usuarios. En resumidas cuentas, un trabajo de equipo, incesante y por objetivos que ha dado grandes resultados en el servicio al ciudadano.Editorial Universitat Politècnica de ValènciaRepositorio Institucional de la Universitat Politècnica de València Riunet20222022-01-18book parthttp://purl.org/coar/resource_type/c_3248VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/bookPartapplication/pdfhttps://riunet.upv.es/handle/10251/182782reponame:RiuNet. Repositorio Institucional de la Universitat Politécnica de Valénciainstname:Universitat Politècnica de València (UPV)Españolspaopen accesshttp://purl.org/coar/access_right/c_abf2Reconocimiento - No comercial - Sin obra derivada (by-nc-nd) http://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:riunet.upv.es:10251/1827822026-06-13T07:49:27Z |
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