Valentín-Alejandro Martínez-Fernández

Social Media Communication as a Corporate Positioning Strategy: The Galician Winemaking Sector in Spain

Like gastronomy, wine is one of the cultural and historical elements that comprise a region’s heritage, reflecting its identity. Many destinations use this particular aspect to attract visitors and tourists in search of unique experiences related to the winemaking sector. This research addresses the case of Galicia, one of Spain’s autonomous communities, renowned for the quality of its wine production that has earned it five designations of origin: Rias Baixas, Ribeiro, Ribeira Sacra, Valdeorras and Monterrei. This study aims to analyse the positioning of these Designations of Origin on the social medium Facebook. The research tool employed is of a qualitative nature, based on documentary analysis and consisting of the observation of the respective fanpages. The conclusions reveal the need for the further optimisation of the opportunities social media offer in terms of creating, boosting, improving and strengthening the future positioning of the designations of origin, the object of this study.

La Neurociencia para la innovación de contenidos en la televisión pública europea

espanolEl nuevo panorama mediatico, caracterizado por la fragmentacion y desafeccion de las audiencias hacia la television tradicional, urge la incorporacion de innovadoras estrategias que atiendan a las demandas de sus publicos y conecten con ellos. El presente articulo analiza la capacidad de la Neurociencia para optimizar la produccion de contenidos adaptados a las preferencias de los espectadores y comprueba la introduccion de esta metodologia en las radiotelevisiones publicas europeas. Para ello se realizo una revision de los informes de gestion, memorias de cuentas y webs de las radiotelevisiones publicas estatales y regionales de la Union Europea (N=100) asi como de la evolucion de sus audiencias de 2010-15. Complementariamente, a partir de un analisis exploratorio y de entrevistas en profundidad con cuestionario abierto y cerrado, se recogio la opinion de expertos neurocientificos, consultores de Neuromarketing, academicos y profesionales de la television publica europea (N=22) sobre la utilidad e introduccion de esta ciencia para el estudio de las audiencias y su aplicacion en la programacion, y el rol de la Neuroeducacion en el diseno de programas educativos. Los resultados determinan que cerca de una docena de RTV publicas ya aplican el Neuromarketing audiovisual como herramienta innovadora para probar y disenar productos de entretenimiento, bloques comerciales y estrategias de mejora de la competitividad frente a su implementacion en la programacion educativa, encomienda principal del servicio publico. EnglishThe new media landscape is characterized by the fragmentation and disaffection of the audience towards The new media landscape is characterized by the fragmentation and disaffection of the audience towards traditional television. Such a context requires innovative strategies to meet the needs of the public and connect with it. This article analyses the ability of Neuroscience to optimize the production of content adapted to audiences. For this purpose, a review of management and economic reports and corporate websites of the European public broadcasters (N=100) was carried out, as well as the evolution of the audience in the period 2010-15. Also, an exploratory analysis and in-depth interviews with open and closed questionnaires was undertaken. The data collect the opinion of neuroscientific experts, Neuromarketing consultants, academics and professionals in European public television (N=22) on the usefulness and introduction of this science for audience research, its possible application in programming, and the role of Neuroeducation in the design of educational programmes. The findings determine that almost a dozen public service media in Europe are already applying audiovisual Neuromarketing as an incipient and innovative tool to test entertainment programmes, commercial spaces and competitiveness improvement strategies. However, it has not been implemented in educational content, which is a core mission of public broadcasters.El nuevo panorama mediatico, caracterizado por la fragmentacion y desafeccion de las audiencias hacia la television tradicional, urge la incorporacion de innovadoras estrategias que atiendan a las demandas de sus publicos y conecten con ellos. El presente articulo analiza la capacidad de la Neurociencia para optimizar la produccion de contenidos adaptados a las preferencias de los espectadores y comprueba la introduccion de esta metodologia en las radiotelevisiones publicas europeas. Para ello se realizo una revision de los informes de gestion, memorias de cuentas y webs de las radiotelevisiones publicas estatales y regionales de la Union Europea (N=100) asi como de la evolucion de sus audiencias de 2010-15. Complementariamente, a partir de un analisis exploratorio y de entrevistas en profundidad con cuestionario abierto y cerrado, se recogio la opinion de expertos neurocientificos, consultores de Neuromarketing, academicos y profesionales de la television publica europea (N=22) sobre la utilidad e introduccion de esta ciencia para el estudio de las audiencias y su aplicacion en la programacion, y el rol de la Neuroeducacion en el diseno de programas educativos. Los resultados determinan que cerca de una docena de RTV publicas ya aplican el Neuromarketing audiovisual como herramienta innovadora para probar y disenar productos de entretenimiento, bloques comerciales y estrategias de mejora de la competitividad frente a su implementacion en la programacion educativa, encomienda principal del servicio publico.The new media landscape is characterized by the fragmentation and disaffection of the audience towards The new media landscape is characterized by the fragmentation and disaffection of the audience towards traditional television. Such a context requires innovative strategies to meet the needs of the public and connect with it. This article analyses the ability of Neuroscience to optimize the production of content adapted to audiences. For this purpose, a review of management and economic reports and corporate websites of the European public broadcasters (N=100) was carried out, as well as the evolution of the audience in the period 2010-15. Also, an exploratory analysis and in-depth interviews with open and closed questionnaires was undertaken. The data collect the opinion of neuroscientific experts, Neuromarketing consultants, academics and professionals in European public television (N=22) on the usefulness and introduction of this science for audience research, its possible application in programming, and the role of Neuroeducation in the design of educational programmes. The findings determine that almost a dozen public service media in Europe are already applying audiovisual Neuromarketing as an incipient and innovative tool to test entertainment programmes, commercial spaces and competitiveness improvement strategies. However, it has not been implemented in educational content, which is a core mission of public broadcasters.

Competing Tourist Destinations and Their Positioning on the Social Medium Facebook: Ecuador, Colombia and Peru

Today’s tourist industry is characterised by its increasingly profitable and competitive nature, forcing destinations to seek forms of differentiation in order to attract greater numbers of tourists. However, this is challenging task, and tourism promoters and managers are required to plan and design effective marketing strategies tailored to communicate and highlight the tourist attractions of their destinations. In this sense, adapting to the new scenario created by social media has revolutionized communication. Destinations are now required to make full use of the advantages these communication tools offer. The aim of this research is to analyse the tourist positioning of Ecuador, Colombia and Peru on the social medium Facebook. The conclusions indicate that the countries analysed should improve their optimisation strategies in order to take full advantage of the interactive potential Facebook offers, thereby optimising their future position as tourist destinations.

Social media: A new tool for managing innovation in SMEs: Analysis in the service sector in the southern region of Ecuador

Today, organizations are called to respond to the growing needs of its customers in a society of constant changes and challenges. This work develops in the southern region of Ecuador, where binationaal commercial trade takes place due to its geographical location and focuses on assessing the innovation management in Pymes (Small and Medium-sized Enterprises: EMEs) in the service sector and also analyze the use of social media as an innovative strategy for SMEs to be more competitive in the entrepreneur world. Main results show that innovative SMEs display a 52.83% level of compliance, in which dimensions like “strategic planning”, “human resources” and “social responsibility” are the ones that require further improvement in terms of innovation. Furthermore, social media used by SMEs to advertise their services are primarily web pages and social networks like Facebook® and Youtube®. On the other hand, Instagram®, Twitter® and LinkedIn® show a lesser extent. Finally, this research determines that despite the existence of web 2.0 tools managers are still using traditional means of publicity for safety and fidelity reasons.

Constructing Reality Through Audiences

The media played an essential role in moving linearly the message to a set of receivers unified in audience. They represented the “mirror” to reflect the mediated reality. Technologies, those that have given rise to the digital arena, have transformed the relation transmitter-receiver, through a process of networked simultaneous communication, where media-mediation is contingent. At the same time, technologies have provided a space where the interaction and proactivity of the receiver prevail, making themselves up as issuers through the spreading of a message. In the digital universe, the interaction of receivers, constituted in “liquid audiences”, define the new reality, where the truth is transmuted and propagated without the “before” deviating the “now” and, without this, is an amendment to the former. In the digital society, subjected to immediacy, reality is not grounded, projected and reflected; it is constructed “at the moment” by audiences, without “truth” being a necessary element, since it can be dispensable. Hence the “collective imaginary”, catalysed in audiences, transcends unreality to be “true” and become a new construct of reality.

Utilización, conocimiento y valoración de redes sociales digitales científicas en las universidades gallegas

Scientific social networks (SSN) have been an important advance in the dissemination of knowledge in the scientific community. There are more and more researchers who agree on the need to join some SSN on account of the many advantages of visibility and impact they offer. This research paper studies the knowledge and use of SSN in the three Galician universities in 2017. Surveys of 552 professor/researchers from A Coruna, Santiago de Compostela and Vigo universities show that the knowledge and use of SSN have a growing trend, and that its management and usefulness assessment is positive, although their access frequency is still low.

Future funding of public TV and radio in Europe

The analysis of latest figures and funding systems of public TV and Radio in Europe reflects stagnation, instability, inability to predict, lack of independence and uncertainty regarding the future of current funding and income generating systems. This article analyses the annual accounts of European Public TV and Radio companies from 2010 to 2015 and comments on their funding and corporate governance models and systems. The empirical analysis is also contrasted with the academic views and theories of the Global PSM Experts Network and the European Broadcasting Union.

La edición en papel de la prensa local ante el fin de su ciclo

The end of the daily newspaper on paper is one of the main debates when studying the impact of information and communications technologies on the newspaper market, since broadcast data of general newspapers point out a steady decline. This research aims to estimate when there will be a critical inflection point which will result in the decline of paper editions. By means of time series analysis and econometric methodologies, we use as a representative sample local headers and specifically those published in Galicia, because it is the region with the greatest number of local editions. The results predict that paper editions will enter the threshold of the last phase of their life cycle in the late 2020s.

Leading Ecuadorian Companies in the Wine Tourism Sector and Their Positioning on the Social Medium Facebook

In recent years wine tourism has contributed to the positive evolution of tourist destinations, providing opportunities for development for local economies through the generation of employment and its multiplying effects on other transversal sectors. Oenology gives tourists the chance to discover more about local culture and enjoy sensorial experiences and sensations whilst indulging in the pleasure of tasting a region’s traditional wines. In this sense, and in the specific case of Ecuador, the presence of prestigious wine-making companies with an excellent national and international reputation contribute to boosting wine tourism. Mention must be made of two of the country’s leading wine producers: ‘Dos Hemisferios’, situated in the province of Guayas, in the region of Playas, and the ‘Chaupi Estancia Winery’, in the province of Pichincha, in Yaruqui. This study aims to identify the positioning of these companies, as representatives of Ecuador’s wine industry, on the social medium Facebook. The conclusions point to the need to take advantage of the opportunities social media offer today as a communication channel, in order to improve the position of wine tourism in Ecuador.

Google and YouTube positioning of historic centers and cities heritage of Colombia, Ecuador and Peru

Today the competition between destinations to attract tourists means that there is rivalry between regions because of their market differentiation. The presence of tourist resources, historical and economic, linked to the development and application of new technologies in the distribution and communication of touristic destinations, are essential to influence in its position and in the desire of tourists to know the tourist attractions of the destinations. In this sense, the main objective of this research is based on analysing the Google and YouTube positioning of four historical centres and two world heritage cities, ordered by UNESCO (United Nations Educational, Scientific and Cultural Organization), of Colombia, Ecuador and Peru.