estrategia de difusión

Cómo diseñar la estrategia de difusión de tu proyecto

Si tienes que redactar y diseñar la estrategia de difusión de tu proyecto o emprendimiento y no tienes idea cómo empezar o cómo hacerlo, entonces este post es para tí. Voy a compartir contigo una guía con ejemplos y plantillas descargables, que sirve como plan de acción para una estrategia de difusión.

A menudo tengo que redactar proyectos enteros para presentar a convocatorias o concursos, donde una parte de ellos es la estrategia de difusión. Por falta de tiempo no puedo sentarme a diseñar un plan para cada proyecto antes de los plazos requeridos, entonces he diseñado un sistema que me funciona a la perfección.

Se trata de planes generalistas y varias plantillas opcionales para distintas actividades de comunicación de mis proyectos, y he decidido compartirlos contigo para que tú también te ahorres tiempo, y sepas cómo hacerlo.

En este post voy a compartirte algunas de ellas. Te explicaré qué es y para qué sirve una estrategia de difusión. A continuación verás algunos ejemplos prácticos y al finalizar podrás descargar la plantilla totalmente GRATIS 🙂

¿Qué es una estrategia de difusión?

Una estrategia de difusión es un dispositivo que sirve para asegurar que los mensajes claves de un proyecto o iniciativa lleguen a su público y apoyen al logro de los objetivos planteados.

Una estrategia de difusión, para que sea efectiva, debería formar parte de un plan de comunicación integral de una organización o programa.

Cuando gestionas un proyecto para ser presentado a fondos concursables o al financiador, por ejemplo, te encuentras con que tienes que describir un espacio acotado de un formulario, una estrategia de difusión a contrarreloj, y traído de los pelos de cualquier plan integral, coherente y efectivo.

Lo ideal es que se formule en base a un diagnóstico previo y una planificación por resultados. Pero como sabemos que los donantes y las convocatorias a proyectos y emprendimientos no están para tanto asunto, tendremos que poder hacer mentalmente y luego en un papel este análisis de manera muy esquemática.

¿Para qué sirve una estrategia de difusión de proyecto y para qué nos solicitan una?

Una estrategia de difusión sirve para:

*Dar a conocer los productos, bienes y servicios que estamos ofreciendo como parte de un proyecto, tanto sus beneficios, ventajas y oportunidades para la audiencia

*Lograr identificación con una idea, una marca, una propuesta, para que las personas nos apoyen en su visibilidad y posicionamiento

*Mostrar el proceso de implementación de un proyecto, compartir la experiencia y los resultados

*Visibilizar a los donantes y el apoyo ofrecido, junto con los resultados

*Asegurar la viabilidad de un proyecto, la consecución de sus objetivos y la transmisión de conocimientos

*Muchas cosas más. 🙂

Si es tu primera vez haciendo este trabajo, lo tienes un poco más difícil, seguramente estarás perdido entre todos los modelos que andan pululando por la web que te dicen el típico “cómo hacer una estrategia de difusión” y al darle click te encuentras con un listado de deberías sin sentido.

Sé que muchas personas tienen que hacer esto porque se lo piden los gestores a 2 días de que cierre el plazo de postulación, y es lo que hay. Sin tiempo de diseñar mejores cosas. Pero te puedo asegurar que tan pronto te acostumbres a generar estrategias para proyectos y búsqueda de financiamiento, irás confeccionando tu propio sistema.

Cómo diseñar la estrategia de difusión.

Una estrategia de difusión tiene objetivos claros y concisos y el propósito general es que los mensajes más importantes lleguen al público. Para ponerlo más fácil, he preparado esta guía con herramientas y ejemplos concretos para diseñarla. Al final del post, recuerda que podrás descargar en WORD la plantilla para diseñar la estrategia de difusión de tu proyecto.

1. PREGUNTAS PRINCIPALES

Cuando estás frente a una hoja en blanco, y no sabes por dónde empezar, te sugiero que te hagas preguntas. Estas preguntas te ayudarán a definir los tres puntos más importantes de una estrategia

ejemplo estrategia difusión
Ejemplo Preguntas Principales

Centrarse en los destinatarios permite identificar a nuestros interlocutores principales, a quienes sabremos qué contenidos son los más importantes transmitir y así diseñar los mensajes.

2. ALGUNOS EJEMPLOS

*Si nuestro proyecto es un evento social o educativo, el destinatario principal es aquel que necesito que asista a dicho evento. Seguramente podremos priorizar el tipo de público, pero si es un evento orientado a niños, pues probablemente podremos centrarnos en centros escolares, centros de padres, etc.

*Si nuestro proyecto es para fortalecer el desarrollo productivo de una región, seguramente tendremos que centrarnos en organizaciones de productores, empresarios regionales y decisores de política.

*Para cada uno de esos subtipos tendremos mensajes claves, o tal vez, mensajes similares con otro tono de comunicación según el caso.


3. MATRIZ PARA DISEÑAR LA ESTRATEGIA DE DIFUSIÓN

En el caso en que tenemos que presentar una estrategia acotada a un proyecto de subvención, lo ideal es poder identificar de antemano al menos estos 3 componentes que detallé en el punto 2, y desarrollar en una matriz la estrategia que reúna la információn respecto al cómo lo llevaremos a cabo (actividades, tareas, productos) y con qué recursos (insumos, equipo, medios, tiempo, espacio)

A continuación te comparto un modelo de matriz y sus respectivos ejemplos. Esta es la segunda parte de la estrategia y lo he incluído todo como parte de la plantilla que te puedes descargar.

Captura de pantalla 2016-07-27 a las 12.50.59 p.m.

Entonces, que quede claro, una estrategia de difusión nunca puede ser un instrumento aislado de un plan general, con indicadores y metas de logro. Con la planificación de medios, contenidos y cronogramas.

4. CALENDARIO DE DIFUSIÓN DE ACTIVIDADES

Una vez tengas resuelto la información de la matriz es cuando de verdad te pones a trabajar en los tiempos, el paso a paso de cuándo vas a hacer cada tarea y actividad y verificar si es factible y realista. Aquí te dejo un ejemplo de cómo realizar este paso.

plan difusión de actividades

Descarga las plantillas para diseñar la estrategia de difusión de tu proyecto

He hecho este trabajo muchas veces hasta que fui dándome cuenta que tenía que confeccionarme modelos, sistemas y matrices de trabajo que me permitieran ahorrar tiempo, recursos y energías. Como me encanta compartir lo que aprendo y todo aquello que me resulta, aquí te dejo el enlace para que te lo puedas descargar gratis y así ahorrarte el trabajo.

Este material incluye:

* Plantillas para diseñar la estrategia de difusión de tu proyecto + Plan de difusión
* Ejemplos de cómo llenarla
* Ejemplos de casos reales para describir un resumen de la estrategia de difusión


En el botón de abajo puedes descargar la plantilla de la estrategia de difusión para tu proyecto
. Al darle clic se abrirá una página con el enlace para descargar las plantillas. Este contenido se ofrece gratis. Sólo te pido a cambio que me ayudes a compartir estas plantillas a más personas que pudieran necesitarlo. Por eso cuando le des clic te pedirá que “pagues” con un tweet compartiendo en tus redes de twitter o facebook. Tú eliges. Luego de esto, ya puedes descargar las plantillas.

DESCARGA Y DISFRUTA

Espero te haya servido para crear tu propio plan de difusión y organizar mejor tus ideas.

Si te ha gustado el post y quieres saber más cómo diseñar un plan de comunicación y difusión a medida, inscríbete en la lista de espera para recibir una invitación al webinar que daré de manera exclusiva para los que se suscriban, orientado a emprendedores, pymes y organizaciones sociales.

Sólo envíame un mail a cintia ( arroba) appsworking.com o rellena el formulario de contacto aquí

Espero tus comentarios!

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  17. hice la publicación en tiwtter y no me dejo descargar las plantillas te agradecería me colaboraras con las plantillas las necesito de suma urgencia.
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  18. hola!!!
    espero estés bien mira que hice la publicación en twitter y no me dejo descargar las plantillas ya que si las necesito con suma urgencia, voy a participar en un festival de música urbana y me exigen esto….
    no se si me podrías ayudar!!!
    (Estrategia de divulgación- difusión:) Describa la estrategia de divulgación-difusión y el público objetivo al que espera llegar en caso de ser ganador de la beca “Festival Hip Hop al Parque 2019
    te agradezco y quedo sumamente pendiente a cualquier respuesta u ayuda
    gracias!!!

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