{"id":2177,"date":"2011-03-08T13:48:43","date_gmt":"2011-03-08T11:48:43","guid":{"rendered":"http:\/\/www.overalia.com\/blog\/?p=2177"},"modified":"2011-03-08T13:48:43","modified_gmt":"2011-03-08T11:48:43","slug":"hablamos-en-e-commretail-sobre-gestion-de-la-reputacion-online","status":"publish","type":"post","link":"https:\/\/www.overalia.com\/blog\/hablamos-en-e-commretail-sobre-gestion-de-la-reputacion-online\/","title":{"rendered":"Hablamos en E-commretail sobre Gesti\u00f3n de la Reputaci\u00f3n Online"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-2180\" title=\"peligro+tropezar\" src=\"https:\/\/www.overalia.com\/blog\/wp-content\/uploads\/2011\/03\/peligrotropezar.png\" alt=\"peligro+tropezar\" width=\"130\" height=\"121\" \/>En la reciente edici\u00f3n de\u00a0 <a href=\"http:\/\/www.ecommretail.com\/feria2011\/\"><strong>E-Commretail<\/strong><\/a> tuvimos la oportunidad de compartir algunas ideas acerca de c\u00f3mo evitar y gestionar <strong>crisis de reputaci\u00f3n online<\/strong>. Como m\u00e1s vale un ejemplo que mucha teor\u00eda, la presentaci\u00f3n que utilizamos describe <strong>cinco casos<\/strong> reales y recientes y propone <strong>diez conclusiones <\/strong>que pueden ayudarnos a superar con m\u00e1s posibilidades de \u00e9xito este tipo de malos tragos.<\/p>\n<p>Aunque las diez conclusiones est\u00e1n en la presentaci\u00f3n, para aquellos que s\u00f3lo vean el powerpoint quisiera explicar que durante la charla insist\u00ed en algunos aspectos que me parecen especialmente relevantes:<!--more--><\/p>\n<ul>\n<li>Es clave una <strong>r\u00e1pida respuesta <\/strong>para atajar y minimizar una crisis de reputaci\u00f3n, como demuestra la eficaz gesti\u00f3n en el caso Tulip\u00e1n.<\/li>\n<li>Hay que tener muy presente el <strong>impacto emocional <\/strong>del error y actuar en consecuencia si hay que disculparse, es representativo el caso de Dodot.<\/li>\n<li>Una explicaci\u00f3n t\u00e9cnica no siempre alivia un problema de <strong>credibilidad<\/strong>, como expliqu\u00e9 en el caso As.<\/li>\n<li>Las grandes marcas deber\u00edan ser a\u00fan m\u00e1s cuidadosas que las peque\u00f1as, por que ser\u00e1n percibidas como<strong> corporaciones an\u00f3nimas<\/strong> sin escr\u00fapulos (caso ZED-Antena3)\u2026<\/li>\n<li>o por que un error por su parte ser\u00e1 enseguida considerado <strong>un abuso<\/strong> ante los peque\u00f1os (caso Inditex)<\/li>\n<li>Y la m\u00e1s importante: todos somos ciudadanos, <strong>todos tenemos derecho a quejarnos <\/strong>y la queja de cualquiera de nosotros puede arrastrar a muchos m\u00e1s si tenemos raz\u00f3n y\/o si se nos ignora.<\/li>\n<\/ul>\n<p>Aqu\u00ed ten\u00e9is la presentaci\u00f3n:<\/p>\n<div id=\"__ss_7189550\" style=\"width: 425px;\">\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/fhLDX9ZG3vf9O\" width=\"425\" height=\"355\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"\u00c9xitos y tropiezos en Gesti\u00f3n de la Reputaci\u00f3n Online\" href=\"\/\/www.slideshare.net\/overalia\/xitos-y-tropiezos-en-gestin-de-la-resputacin-online\" target=\"_blank\" rel=\"noopener\">\u00c9xitos y tropiezos en Gesti\u00f3n de la Reputaci\u00f3n Online<\/a> <\/strong> from <strong><a href=\"\/\/www.slideshare.net\/overalia\" target=\"_blank\" rel=\"noopener\">Overalia<\/a><\/strong><\/div>\n<\/div>\n<p>Y aqu\u00ed ten\u00e9is el v\u00eddeo:<\/p>\n<p><iframe style=\"border: 0; outline: 0;\" src=\"http:\/\/cdn.livestream.com\/embed\/eventosfera?layout=4&amp;clip=flv_e9b5f7d8-29e9-4ce1-8bc8-d639bab98071&amp;autoplay=false\" width=\"560\" height=\"340\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<div style=\"font-size: 11px; padding-top: 10px; text-align: center; width: 560px;\">Watch <a title=\"live streaming video\" href=\"http:\/\/www.livestream.com\/?utm_source=lsplayer&amp;utm_medium=embed&amp;utm_campaign=footerlinks\">live streaming video<\/a> from <a title=\"Watch eventosfera at livestream.com\" href=\"http:\/\/www.livestream.com\/eventosfera?utm_source=lsplayer&amp;utm_medium=embed&amp;utm_campaign=footerlinks\">eventosfera<\/a> at livestream.com<\/div>\n<p>Una vez m\u00e1s, y no nos cansaremos de repetirlo, el mensaje es tambi\u00e9n que <strong>m\u00e1s vale prevenir<\/strong>: una adecuada gesti\u00f3n de la reputaci\u00f3n online, con una estrategia de contenidos bien definida, nos puede aliviar en mucho las consecuencias de una potencial crisis de reputaci\u00f3n online. Es l\u00f3gico que en los apretados tiempos en los que nos vemos a nivel de recursos en las empresas normalmente no nos acordemos de Santa B\u00e1rbara hasta que truena, pero claro, si te ves con el chaparr\u00f3n encima y no te has procurado antes un buen paraguas, vas a acabar calado y vas a tardar en secarte. Como pasa tantas veces, no prevenir acaba saliendo m\u00e1s caro&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En la reciente edici\u00f3n de\u00a0 E-Commretail tuvimos la oportunidad de compartir algunas ideas acerca de c\u00f3mo evitar y gestionar crisis de reputaci\u00f3n online. Como m\u00e1s vale un ejemplo que mucha teor\u00eda, la presentaci\u00f3n que utilizamos describe cinco casos reales y recientes y propone diez conclusiones que pueden ayudarnos a superar con m\u00e1s posibilidades de \u00e9xito [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,2],"tags":[115,9,67,98],"class_list":["post-2177","post","type-post","status-publish","format-standard","hentry","category-eventos_overalia","category-overalia","tag-e-commretail-show","tag-eventos","tag-reputacion-online","tag-victor-puig"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Hablamos en E-commretail sobre Gesti\u00f3n de la Reputaci\u00f3n Online<\/title>\n<meta name=\"description\" content=\"En la reciente edici\u00f3n de E-Commretail compartimos algunas ideas acerca de c\u00f3mo evitar y gestionar crisis de reputaci\u00f3n online. Encuentra aqu\u00ed cinco casos reales y recientes y diez conclusiones que pueden ayudarnos a superar con m\u00e1s posibilidades de \u00e9xito este tipo de malos tragos.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.overalia.com\/blog\/hablamos-en-e-commretail-sobre-gestion-de-la-reputacion-online\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hablamos en E-commretail sobre Gesti\u00f3n de la Reputaci\u00f3n Online\" \/>\n<meta property=\"og:description\" content=\"En la reciente edici\u00f3n de E-Commretail compartimos algunas ideas acerca de c\u00f3mo evitar y gestionar crisis de reputaci\u00f3n online. 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