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ENTER 2015 Destination Track Slide Number 1
Usages and Role of Instant Messaging Applications during the
Beatification of Msgr. Alvaro del Portillo
Arasa, Daniel; Narbona, Juan
Pontifical University of the Holy Cross, [email protected] & [email protected]
http://www.pusc.it/csi/home
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Religious ceremony: +200.000 people
in Madrid.
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79 nationalities 3,000 volunteers
Events in 40 cities
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What’s a Beatification?
Religious event Community gatheringTouristic opportunity
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Álvaro del Portillo.Exemplary lifefor Christians.
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Not in Rome, but Madrid. Difficulties
· No previous experience.· Worldwide pilgrims: cultural variety.
· One-day big event.
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Not in Rome, but Madrid. Opportunities
· Very committed crowd· City linked to the new blessed· Interesting touristic places nearby
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Mobile Strategy Goals
· Enhancing religious experience(texts, prayers, songs...)
· Helping organization (maps, useful info, transports...)
· Promoting tourism (high Madrid reputation)
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Internet off contents
Internet on contents. Youtube
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Internet on/off contents. Google Maps
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Zone June July August Sept Oct Nov
Europe 1,686 669 868 2,794 90 37 40 6,262
Latin America
888 398 780 1,815 141 50 61 4,193
Asia Pacific 24 20 204 557 28 12 9 867
USA & Canada
193 96 324 896 78 17 32 1,659
Africa, Middle East
& India4 3 20 46 2 2 1 78
iTunes 2,795 1,186 2,196 6,108 339 118 143 13,059
Android 12,318
Total 25,377
Downloads App Alvaro del Portillo
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· 15,400 contacts· 15 messages, 3 months
· Useful information· Direct channel (crisis
communication tool)· One-way
· Informal language (i.e. Emoticons)
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Data Text Promoted link Visits day before
Visits day message
August 15th, 2014 Vídeo que responde a las preguntas sobre la sede de la beatificación
/es-es/article/como-es-y-como-se-llega-a-la-sede-de-la-beatificacion-de-alvaro-del-portillo/
935 1,310
September 14th, 2014 Información sobre los actos y libros para descargar que te ayudarán a seguir la ceremonia
/es-es/article/informacion-sobre-las-ceremonias-de-la-beatificacion/
625 2,604
September 17th, 2014 Puedes descargar la infografía con todo lo que necesitas saber sobre Valdebebas
/es-es/article/el-mapa-de-valdebebas-para-la-beatificacion-de-alvaro-del-portillo/
1,831 3,858
September 21th, 2014 ¡Venir a la beatificación es fácil y no es necesaria la inscripción!
/es-es/article/asistir-a-la-beatificacion-ahora-mas-facil/
1,431 2,345
Whatsapp promotion to visit the website
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Beatification
New
phone number
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· Mobile communication reached an small amount of participants(estimated 200.000; 12’6% downloaded the App; 7’7% connected to Whatsapp). Not YET the best tool for a huge event.· It was effective before the event. · Many key-people used it for useful information.· Future research: data during the beatification; sharing in Social Media.
Results
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Arasa, Daniel; Narbona, Juan
Pontifical University of the Holy Cross, [email protected] & [email protected]
http://www.pusc.it/csi/home
