Seminar on entrepreneurship and innovation in digital communication at the UPF

Barcelona, 13 May 2011.- Yesterday, Thursday
12 May, at the Communication Campus of Pompeu Fabra University a seminar took
place entitled Digital Communication: Projects in Entrepreneurship
and Innovation
. Josep Maria Casasús, Dean
of the Communication Faculty of the UPF, and Carme Martinell,
Managing Director of IDEC-UPF, opened the meeting before
a packed auditorium filled with communication professionals and students. Joan
Francesc Cánovas
, lecturer in the Communication Faculty of
the UPF, presided over the welcome. As could not be otherwise,
the meeting could be followed through streaming and on Twitter #comdig.

Within the framework of this seminar, the new Postgraduate
Programme in Strategic Digital Communication
was presented
which, organised by IDEC-UPF, will commence in October.

The first round table focused on the opportunities arising from digital communication
and included the participation of Genís Roca, director
of Roca Salvatella; Janquim, journalist at 3cat24 and Esther
, head of communication at Telefónica in Catalonia. Cristina
, consultant and lecturer in journalism at the UPF,
acted as moderator. The key message in this first debate can be summarised
in one sentence: The new digital context offers opportunities for those communication
professionals prepared to innovate and take risks.

For Genís Roca, the future of large-scale media companies depends on
accepting that the news is no longer a public service but a product. The media
must accept that they are no longer the only ones generating quality content.
To survive this change of paradigm, the media must reinforce their role of “editor” so
as to accept quality news generated by others.

The journalist Joan Carreras, known in digital circles as Janquim, states
that if people know how to use tools to create a different digital identity
and work with this, opportunities exist. Finally, Esther Grávalos emphasised
that the classic attributes of the journalist were still relevant and necessary
in the current digital environment: capacity to summarise, capacity to analyse
and verification.

Moderated by Mauro Fuentes, director of Social Media at
Tinkle, the second round table was devoted to 360º Business: digital
entrepreneurship in the 2.0 era.
Martí Manent,
CEO of, and Joan Roca,
general manager of,
explained their entrepreneurship experiences in the 2.0 environment. Ferran
, director of corporate marketing at Privalia,
insisted on the i mportance of personalising the various platforms on which
companies are present, and gave as an example the exclusive promotions offered
to their followers on Facebook.

The final round table of the seminar was devoted to Innovating Experiences
in Corporate Communication
, and included the participation of Donald
de Witte
, representing CISCO Systems, Silvia Majó,
from the press office of the Barcelona Chamber of Commerce, and Carlos
, from Transports Metropolitans de Barcelona. Through their
experiences, the speakers exemplified with emblematic projects the optimising
of social media for the communication of organisations.

Mr Alonso explained the launch of the new TMB web, which
is being accompanied by a heavy use of social media. In addition, he described
the implementing of a system offering information on the frequency of the passing
of buses at bus shelters through QR codes. This same information can also be
obtained through an iPhone
and Android application.

CISCO take advantage of social media in order to share knowledge
with their employees through wikis, as well for handling communication. This
innovation constitutes an even greater challenge if possible, within an organisation
with 70,000 employees spread around the world.

Another interesting example is the case of the Barcelona Chamber
of Commerce
press office, which started a process of change incorporating
its own resources of the new digital environment. One example is the use
of Flickr for uploading photos for journalists, thus avoiding sending images
by email. They also label all news stories, thus offering journalists all
related stories at the end of each article.

The day was a complete success, both due to the number of those attending
and to the level of speakers participating. Initiatives such as these consolidate
even further the leading role of IDEC and the UPF in
training within the field of communication.