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Ana Paula | The Valley | Gestión de reputación en medios sociales

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Ana Paula | The Valley | Gestión de reputación en medios sociales

  1. 1. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   1   Ges$ón  de  Reputación  en   Medios  Sociales   Ana Paula Pereira 12 de Febrero de 2015
  2. 2. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   La  ges$ón  de  la  Reputación   Corpora$va   2   1  
  3. 3. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   La percepción que los usuarios/consumidores tienen de la marca.
  4. 4. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  5. 5. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  6. 6. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  7. 7. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  8. 8. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   La reputación es lo que respalda la marca en casos de crisis y necesidad de cambio, pero dependerá, también: -  Si envuelve únicamente la marca -  Si implica temas sociales trascedentales, como derechos civiles o cuestiones ambientales
  9. 9. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   ¿Puede  ser  reversible?  
  10. 10. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Las crisis de reputación pueden sufrir impacto según el CONTEXTO. -  Si hay crisis económica, un escándalo de trabajo esclavo puede ser más relevante para la opinión pública. -  Si hay crisis ambiental, un accidente de derrame de fuel puede tomar una trascendencia más importante.
  11. 11. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   La  ges$ón  de  la  Reputación   Corpora$va   11   1  
  12. 12. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   La  Ges$ón  de  Reputación  envuelve   Ética Relaciones laborales Posicionamiento Calidad del producto Comunicación
  13. 13. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Relación  con  Stakeholders   Trabajadores Propietarios Franquiciados Consumidores Proveedores Inversores Sociedad Gobierno EMPRESA
  14. 14. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   De  las  Relaciones  Públicas  Offline  a  Digital  PR   Informes publicitarios Comunicación interna Relaciones con Medios Notas de Prensa Responsabilidad Social Corporativa Web 2.0 a Web Semántica Social Media Influencers
  15. 15. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Libertad  de  expresión  y  evolución  de  espacios   de  opinión   Foros Blogs Comercio Electrónico con Reviews Redes Sociales Apps Mobile Video Reviews
  16. 16. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Puromarketing.com, 10/02/2015
  17. 17. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   “90% of consumers trust peer recommendations, while only 33% trust ads.” (Fuente: Nielsen)
  18. 18. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Ges$ón  de  Crisis  de   Reputación   18   2  
  19. 19. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Fases  elementales   Escucha activa Identificación de conflicto Protocolo de gestión de crisis
  20. 20. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Protocolo  de  Ges$ón  de  Crisis   • Monitorear comentarios negativos y plataformas desde donde vienen.Observación • Demostrar interés e informar que se está trabajando en una solución. Respuesta inmediata • Atención a casos más conflictivos. Recopilación de conflictivos • Equipo: Dirección, Producto, PR, Social Media Manager. Identificar las causas, estudio y análisis para definir la solución y respuesta pública. Gabinete de crisis • Responder a los casos más conflictivos con una respuesta más concreta. Respuesta para casos concretos • notas de prensa, comunicación en página corporativa y/o blog. Respuesta - acción PR
  21. 21. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Protocolo  de  Ges$ón  de  Comentarios   • Empatía. • Transparencia. • Proximidad. Valores • Demostrar interés respondiendo a los comentarios.Presencia • No dejar pasar un día entero, en la medida de lo posible.Inmediatez • Nunca en mayúsculas. Concisión.Formato
  22. 22. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Algunos  ejemplos   22   3  
  23. 23. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  24. 24. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  25. 25. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  26. 26. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  27. 27. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   “While we cannot undo words that have been said, we can apologize. To all of those that we have hurt or offended, we are deeply sorry.”
  28. 28. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Los  Influencers   28   4  
  29. 29. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Influencers Credibilidad / Reputación Alto alcance al target Alto Share Of Voice Brand love Relevancia SEO
  30. 30. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Eventos exclusivos Infografías divertidas Artículos sobre el sector Videos Estudios Contenido para Influencers - Constancia
  31. 31. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Puromarketing.com, 11/02/2015
  32. 32. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Herramientas  de  Escucha   Ac$va   32   5  
  33. 33. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Protocolo  de  Ges$ón  de  Comentarios   • Hootsuite • Radian6 (SalesForce) • Sysomos • TweetReach (más de 50 tweets) • Asomo Herramientas de pago • Google Alerts / Google Reader • TweetReach (menos de 50 tweets) • SocialMention Herramientas gratis • Facebook Insights • YouTube Analytics • Twitter Analytics Herramientas propias Más: http://wiki.kenburbary.com/social-meda-monitoring-wiki
  34. 34. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Los  Trolls  /  Conflic$vos   34   6  
  35. 35. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  36. 36. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  37. 37. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  38. 38. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  39. 39. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Recomendaciones  para   incrementar  la  relevancia   posi$va  en  internet   39   7  
  40. 40. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Consideraciones   •  Usuario  SOLOMO:  Social,  Local  y  Móvil.  Foursquare,  TripAdvisor,   Google  My  Business,  etc.   •  SEO  de  Reputación:  trabajar  páginas  Google  disponibles  (My   Business,  Google+,  YouTube,  Images,  etc),  así  como  el  código  web   (marcado  de  arZculos  In-­‐Depth  Arcles:  authorship,  publisher,   logo…)  para  mejorar  su  posicionamiento  a  su  favor  y  poder  salir  en   el  Knowledge  Graph   •  Aprovechar  el  momento  en  caliente:  presencial  o  email  posterior  
  41. 41. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Reflexión  Final   41   8  
  42. 42. ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es  
  43. 43. 1   ©  2015  The  Valley  Digital  Business  School                          www.thevalley.es   Gracias   @TheValleyDBS   43   #  

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