Marca Erasmus – Episodio 1 : Madrid

Una ciudad española presentada por los Erasmus, eso es nuestro concepto.
Programa piloto : Madrid, capital de España.

Marca Erasmus supone un concepto novedoso en el abanico de opciones televisivas actuales. Tomando como ejemplo la fórmula de exitosos programas de reportajes al estilo Madrileños por el MundoCallejeros, pretendemos llevar a la pantalla las ciudades de toda España vistas con otros ojos, los de los estudiantes extranjeros. Un programa fresco, innovador y muy divertido que permitirá pasar un buen rato mientras se conoce una ciudad española.

Article #10

What an elevator pitch is ? The example of WestJet Company

An elevator pitch is an oral communication exercice come from the USA. The principle is to convince in 30 secondes to 2 minutes maximum, time to move from the ground floor to the floor where bosses take the decisions. I tried and presented an elevator pitch in two voices and 3 minutes :

“Hi, I’m Sarah and I’m Amélie. Have you noticed that, today, taking the plane has become as common as taking the train or the bus? That’s so true, you just wait, wait and then you get on the plane… and wait again. It can be quite boring. So, how can an airline company make the journey more exciting? That was the challenge of West Jet, a Canadian low-cost company which came up last year with a brilliant idea of an advertising campaign that we are very happy to share with you.

What did the campaign consist of? The strategy had two lines of action: 1. create a powerful video ; 2. post it on line and conduct a pro-active communication plan through social networks. The aim was to create something spectacular, original and interactive. With the help of volunteers, 3 airports in Canada and Santa himself made a Christmas miracle happen for 250 passengers on two Calgary-bound flights.

Here is the story : before boarding on the plane, the company put in place a big screen on which passengers could interact with “Virtual Santa Claus” who asked every adult and child the one gift they wanted for Christmas. However, what people ignored is that the company actually compiled shopping lists and 150 volunteers purchased, wrapped and personalized gifts for all passengers in merely 4 hours, which was the length of the flight.
And guess what? While people were waiting for their suitcases in Calgary, gifts appeared instead, on the carrousel, creating an enormous surprise for families who were over-whelmed with tears and emotions.

Was it a good campaign? Well, the video went viral. It became immediately a world-wide success. On the 2nd day only, it was already hit with over 1 million views. Today, the video has exceeded 36 million views on Youtube, which makes it one of the most watched viral ads of 2013. It has been also featured on media like the Huffington Post, The Daily Mail, CNN and many others. The company grew brand awareness globally, with 235 countries having viewed the video. The campaign also raised an internal awareness. It became a source of pride. Employees shared the experience with guests, stake-holders and their personal networks.

So Sarah, how can we measure the success of the video? Well, it created an emotional bond between the clients and the company, which, according to professionals, is one of the strongest ways to help build up a solid brand. So you mean : now it is very likely that most people will think of this company first when they consider flying in Canada? Exactly!

Now, we strongly recommend you to stay seated, fasen your seat belt, and watch the Christmas Miracle with your own eyes. Thank you for your attention and have a nice journey!”

Is talk show a good way to make social journalism ?

I would to say a talk show could be a good way to make social journalism, but just if it’s well done. I mean in general, I do not consider talk shows we see on television as journalism. Why ? First because talk shows don’t really have the same objectives than quality newspapers making social journalism. Most of the time, talk shows are no more than just shows on television, as their name indicate, with dramatic feelings, people crying, etc.

That’s true talk shows deliver a part of information as they talk about social problems, but in a different way than journalists do. Yet, talk shows could be a really good way to make social journalism, or at least talk seriously about social problems and inform about topics that people are not always well or enough informed like diseases, drugs, teenagers’ problems, or also contraception…


Now, if we look at Oprah Winfrey’s shows, for instance, we notice she uses journalistic techniques. I watched when she interviewed the cyclist Lance Armstrong, among others. There is no doubts Oprah Winfrey is a journalist : more than her program, she’s also at the head of important magazines. Maybe with people like her who really consider guests of her talk show, we could make a good social journalism.

In France too, in talk shows like the program called Toute une Histoire (“a whole history”), they use journalistic techniques as reports, interviews and interventions of experts, some investigations, sometimes also questions to people in the street about a topic to catch their opinion…

So at the end, even if we know journalism doesn’t necessary mean serious, the question is how to define journalism ? What is it, finally, if we don’t have all the same opinion about talk shows compared with social journalism ?

Your opinion interest me : do you think a talk show can be a good way to make social journalism ?

War pictures : publish or not publish ?

I wondered if I would publish these pictures, if I was journalist ? :


I think if we consider journalists like witnesses and reporters of what happens on this planet, we have to agree the publication of these pictures. The war is always shocking, so the pictures are also in the same way. Why don’t publish it ? This is what it happens in the world, that’s why this is also information. If we imagine their publication instead of their censorship, it might can create a shock and permit to make the people aware, elicit some reaction from the population, an organization or even the government. Why do we show the war ? To try to not reproduce the same situations and disasters.

This is true than these two particular pictures are certainly most impacting because what we see are children : one representing a child in danger with other kids wearing such big guns – the symbol of war – and the second one with a died child in soldier’s arms. People are generally most affected by children pictures and all what is related with them, because they are most vulnerable, unconscious and have to be protected. Childhood is like sacred and shouldn’t be the place of violence and crimes.

But because they are not innocent pictures, I would maybe not put it on the front-page or on the television without any indication. These precautions are necessary to protect children from our own country, who can be shocked, more than adults. On the television for instance, the presenter of the news must say a preventive message before broadcasting this kind of pictures.

Your opinion interest me : use the comment space to express yourself.

Model of the European Union : Good atmosphere for the closing ceremony

All good things come to an end. Last Friday ended the first edition of Model of the European Union at the University Carlos III of Madrid. The participants took part in the closing ceremony, followed by the delivery of the participation certificates.


All the participants of the MEU with a certification


During the break, in the Aula Magna of the University, took place a good-natured atmosphere by the young assembly. For the last day of the special week, the participants of the Model European Union (MEU) took pictures as souvenirs before they return to their respective countries.


At 5:45 p.m. began the final vote by the ministers of the 19 present countries. Each minister represented its country in the Council of the European Union. Members of the organization announced strict rules : all reactions to a vote, conversations in the audience and electronical material were not allowed. The voting started : “in favor” or “against” avoiding tax havens, creating tranparencies and financial transactions taxes. Then each minister had the freedom of speech within the limited time of one minute. The result was highly in favor (19 votes out of 23). These voted decisions have been added as amendments for the final European directive.


The United Kingdom’s minister, voting against

The closing ceremony of these four intensive days opened with the introduction of two guests, declaring “find people involved and engaged nowadays is not usual. Thank you for that”. They reminded the assembly that the next important event in European Union life will be the elections for the European Parliament at the beginning of May. It will be the occasion to talk about social European problems, like unemployment. The guests addressed specially to the young people and explained it doesn’t matter for whom they vote; the importance is that they vote and this way they get involved in the European Union political life for the next five years. In the spirit of European Union values, the speeches were driven by messages of hope, supporting the idea that the solution to have healthy Europe is to go ahead and construct together.

Although we have different nationalities, the way we think is closely the same”, said a member of the organization.

The session closed with an official certificate distributed one by one, giving the place a lighter ambience, full of congratulations and humor. Then the night finished in Madrid with a social program elaborated by the organization crew, with a farewell dinner and a pub-crawl.

If you couldn’t participate to this first edition, the MEU Madrid comes back next year. Until this time, you can continue following the MEU on Twitter with : #MEUMadrid and @jefmadrid.

RADIO : Encuesta Beca Erasmus

Radio Informativa # Encuesta


El 21 de Octubre, José Ignacio Wert, ministro de la educación, ha anunciado endurecer los requisitos para acceder a las becas Erasmus. Hemos encontrado a José, trabajador español, Emanuela, Saverio y Laura, estudiantes italianos y franceses en Erasmus, y también a Lucas, estudiante brasileño en programa de intercambio internacional. ¿ Qué opináis de esos recortes presupuestarios por el gobierno ?

Jornada de Comunicación Corporativa 2.0 – Aplicaciones Móviles

Viernes 18 de octubre, 9:30.

En la aula magistral de conferencia de la Universidad Carlos III en Getafe – Madrid, se abre la Va Jornada de Comunicación Corporativa 2.0. Este año, el tema se centra en las aplicaciones móviles. Varios expertos de calidad están presentes :

  •  Juan Antonio Muñoz-Gallego González, socio fundador de Unkasoft y expresidente de la MMA.
  • Diego Rivera, strategy and creativity director en Best Relations.
  • Javier Muiña Peláez, community manager de Red Bull.
  • Sara Pedraz, social analytics senior consultant en Deloitte.
  • Representantes de las empresas Gestamp Renewables y Llorente & Cuenca.
  • Jaime Solano, profesor de la UC3M (Universidad Carlos III de Madrid) y presidente de
  • Javier García Guzmán, profesor de la UC3M.

Javier Muiña Peláez en la Va Jornada de Comunicación Corporativa 2.0

Acerca de una treintena de personas han tenido lugar, y cada hora un poco más hasta las tres de la tarde. El director de la Jornada, Juan Pedro Molina Cañabate, profesor del Departamento de Periodismo y Comunicación Audiovisual de la UC3M, hace una breve presentación; la intervención puede empezar con las cinco claves del Mobile Marketing, según Juan Antonio Muñoz-Gallego González :

  1. El mundo es y será móvil, interactivo
  2. La cuestión de la integración
  3. Hay que ser creativo para posicionarse como diferente, y por eso ¡ lo mejor es pensar como un niño !
  4. Estrategia palanca para avanzar
  5. Mide para ganar

Luego, el público ha aprendido que el reto de una marca es estar presente en el cotidiano del consumidor, metiéndose en el móvil que trae con él en su bolsillo. Diego Rivera explica los usos del móvil, para qué le utiliza le gente. Precisa también que la aplicación móvil es un producto, y que por eso debe tener una estrategia, un fin.

“No sobreviven los más fuertes y listos, sino los que mejor se adaptan a los cambios”

                                                                                                                                      Javier Muiña Peláez


Representantes de Gestamp Renewables y Llorente & Cuenca en la Va Jornada de Comunicación Corporativa 2.0

La Jornada sigue con cuestiones sobre la legislación del Mobile Marketing, las funciones actuales de la Nueva Internet, las diez claves para la difusión de patrimonio cultural mediante aplicaciones, el hecho de que hay que adaptarse a los diferentes públicos, y por fin las aplicaciones existentes en la UC3M.

De un punto de vista personal, y como estudiante en periodismo y comunicación, esta Jornada me pareció interesante, aunque fue larga (5 horas). Además, la segunda parte después del descanso era menos interactiva y animada en la manera de presentar. Lo que más me gustó fueron las tres primeras intervenciones alimentadas de videos y ejemplos concretos.

Para los que no han podido participar a este evento, no pasa nada ya que podéis ver o ver otra vez la Jornada en streaming : Parte 1 – Parte 2

Seguid también la Va Jornada de Comunicación Corporativa 2.0 en Twitter, con el hashtag #com20uc3m.