Experiences with digital communication Seminar on communicating Europe in partnership engaging with citizens EESC Communication Group Madrid, 29 June 2010 Alejandro Perales

AUC is…  A non profit and independent organization.  To take part in all consultative or arbitration bodies created by the EU Authorities (EESC) and Spanish Autorities, both at central government level and in the Autonomous Regional Communities.  Whose main aim is to defend the interests of citizens as users of the mass media and NTI’s, receivers of the messages disseminated by them and possible target audiences of their content.

Objectives To watch over respect for fundamental and derived rights recognized by the Spanish Constitution:  The right to receive true information.  The right to honour and privacy.  The right to non-discrimination on grounds of sex, age or belief.  Protection of children and young people.  The right of organized consumers to take part in public decision-making.

Objectives  To denounce any possible breaches of the laws within the field of communication: advertising, television, Internet, telecommunications, etc.  To carry out activities in the field of education, in raising social awareness and in creating public opinion (the training of teachers, cross subjects to taking part in all types of meetings and conferences, etc.).  To prepare reports and research on the trends in the content of television, advertising, information's society and other media.

The (human) web always been here 5

Communication is reception 6

Social organizations &digital landscape  Less Mass Media influence.  Social media: Webs. Blogs, chats, social networks.  Digital convergence platforms.  Behavioural & viral communications. 7

Social organizations & digital landscape  Interactivity.  Active partnership.  Crowsourcing, Users Generated Contents. The citizens as prosumers.  Community manangers.  Segmentation & focused domains (long tail). 8

 Non-invasive communications (netiquette).  Privacy rhigts and protection of minors.  To Know the Internet dynamics.  Valid and reliables audience measurement systems.  Quality communication.  Storytelling & emotional communication Communication 2.0 & citizenship

Thank you ww.auc.es