Cuando las artes entablan conversación

Estrategia 2030

El encargo

El Instituto Nacional de Bellas Artes y Literatura (INBA) de México es la gran institución dedicada a la difusión de actividades artísticas y culturales a nivel nacional. Del INBA dependen 21 museos; las compañías nacionales de danza, teatro y ópera; la orquesta sinfónica nacional y seis formaciones más; 29 centros educativos y dos centros de investigación. Sus actividades se extienden por todo el país, en todos los ámbitos de las artes, la divulgación cultural y la conservación del patrimonio.

El INBA nos encargó una estrategia digital (reputación online) que permitiera a la institución utilizar los canales de social media para lograr los objetivos fijados en su misión.

Cliente

INBA - Instituto Nacional de Bellas Artes

País

México

Cómo lo hicimos

En la era digital, ser un referente internacional de las artes exige eliminar el confinamiento de la cultura a los espacios institucionales para salir al encuentro del usuario e interactuar con él.

Diseñar una estrategia digital para una institución con semejante alcance reviste una altísima complejidad. Realizamos auditorías de las 70 webs pertenecientes a los centros de trabajo.

Una organización tan extensa debía estar completamente implicada. Fue determinante crear entornos de estrecha colaboración con todos los departamentos implicados durante el diseño. Nos encerramos con los responsables de la organización durante tres días enteros para decidir la mejor fórmula de intervención. Identificamos a los principales prescriptores dentro y fuera de la organización para apoyar la estrategia.

La ejecución se facilitó con la implicación de la organización mediante talleres y la puesta en marcha de un programa específico de capacitación para el equipo web y social media del INBA.

Especialidades

Strategy · Performance · Networking · Engagement · Analysis

El resultado

INBA 2.0 es el plan de operación que guía las acciones en Internet para mejorar el posicionamiento de la institución, una guía racional y estable para emprender la comunicación a nivel internacional.

El Plan anticipa las necesidades del usuario, personaliza los contenidos, adapta la información a los canales existentes y teje una comunidad de usuarios fuerte y estable en torno a la institución y los organismos asociados. Nos sorprendió gratamente que el propio proceso de trabajo, con más de 30 participantes, generó valor en toda la organización desde el primer momento.

Cuando la marca es un tesoro

Del petróleo al turismo

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SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1090) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_application WHERE id = 16
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(16) AND falang_content.reference_table='zoo_application'
SELECT * FROM d4xh9_zoo_category WHERE application_id = 16 AND published = 1 ORDER BY ordering
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1412
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1091) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 06:45:58') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 06:45:58') ORDER BY FIELD(id,1091)
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1091) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1413
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1583) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 06:45:58') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 06:45:58') ORDER BY FIELD(id,1583)
SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content WHERE falang_content.language_id=3 AND falang_content.published=1 AND falang_content.reference_id IN(1583) AND falang_content.reference_table='zoo_item'
SELECT * FROM d4xh9_zoo_items_relations WHERE name = 'Sede-Contacto' AND item1 = 1800
SELECT id FROM d4xh9_assets WHERE parent_id = 0
SELECT * FROM d4xh9_zoo_item WHERE id IN (1089) AND state = 1 AND access IN (1) AND (publish_up = '0000-00-00 00:00:00' OR publish_up <= '2024-12-04 06:45:58') AND (publish_down = '0000-00-00 00:00:00' OR publish_down >= '2024-12-04 06:45:58') ORDER BY FIELD(id,1089)

21 Tipos de consultas del registro, Ordenado por acontecimientos.

SELECCIONAR Tablas:

88 × SELECT id FROM d4xh9_assets
27 × SELECT falang_content.reference_field, falang_content.value, falang_content.reference_id, falang_content.original_value FROM d4xh9_falang_content AS falang_content
17 × SELECT * FROM d4xh9_zoo_item
12 × SELECT * FROM d4xh9_zoo_items_relations
7 × SELECT b.id FROM d4xh9_zoo_category_item AS a JOIN d4xh9_zoo_category AS b ON a.category_id = b.id
6 × SELECT * FROM d4xh9_zoo_category
6 × SELECT * FROM d4xh9_zoo_application
1 × SELECT DISTINCT (zi.id) AS id, zi.name as name, zi.latitude as lat, zi.longitude as lng, zi.application_id as application_id, 0 AS distance FROM ( d4xh9_zoo_item zi )
1 × SELECT a.* FROM d4xh9_zoo_item AS a
1 × SELECT ROWNUM FROM (SELECT @rownum:= @rownum+1 ROWNUM, id FROM (SELECT @rownum:=0) r, (SELECT id FROM d4xh9_zoo_item AS a
1 × SELECT ROWNUM, id FROM (SELECT @rownum:= @rownum+1 ROWNUM, id FROM (SELECT @rownum:=0) r, (SELECT id FROM d4xh9_zoo_item AS a
1 × SELECT m.id, m.menutype, m.title, m.alias, m.note, m.path AS route, m.link, m.type, m.level, m.language,m.browserNav, m.access, m.params, m.home, m.img, m.template_style_id, m.component_id, m.parent_id,e.element as component FROM d4xh9_menu AS m LEFT JOIN d4xh9_extensions AS e ON m.component_id = e.extension_id
1 × SELECT joomlatablename,tablepkID FROM `d4xh9_falang_tableinfo
1 × SELECT * FROM d4xh9_languages
1 × SELECT a.rules FROM d4xh9_assets AS a
1 × SELECT id FROM d4xh9_zoo_item
1 × SELECT b.rules FROM d4xh9_assets AS a LEFT JOIN d4xh9_assets AS b ON b.lft <= a.lft AND b.rgt >= a.rgt

OTRAS Tablas:

1 × SHOW FULL COLUMNS FROM `d4xh9_content
1 × UPDATE d4xh9_zoo_item SET hits = (hits + 1)
1 × SHOW FULL COLUMNS FROM `d4xh9_assets
1 × SHOW FULL COLUMNS FROM `d4xh9_languages

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