CATHOLIC PRESS AND INTERNET Vatican City - October 6, 2010 Daniel Arasa Pontificia Università della Santa Croce

1. Economics of attention Society of conversation User at the center, but many centers Consequences – UCG – Feedback & participation Targeting Info + Services

2. Language Multimedia Style to be defined Importance of (new) text: titles Consequences: – Different training – Graphics

3. Sinergy with print Improved the print newspaper Complement Collaboration among organizations Attractive digital products – H2onews.org – Romereports.com

4. Promotion Search Engine Optimization (SEO) “Non-official” websites – Blogs, microbloggling, social networks Viral Marketing – Collective intelligence Push Technologies – RSS, Alerts, Newsletters, sms...

5. Social networks Amplify the spectrum Different attitudes Social networks for the Church?

6. Monitoring Strategy based on real data Technology is in our side Deep and constant

7. Diverse platforms Multiplication: YouTube, iPad, PDA’s... Adapting to mobility – Interfaces – Compatibility Rational decisions

8. Integration in global strategy Strategy: – art of organizing actions towards the institution’s long-term goals according to the real possibilities and the opportunities of the environment Internet = strategic resource, integrated Web, virtual representation of the institution Limits of virtualization and offline sinergies

9. Professionalization Blogging is not necessarily communicating Invest (time, money, people) on training: – Community managers – Directors of communication (universities, schools...)