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Best practices para la previsión y gestión de crisis y de la reputación online con Brandwatch / Ignacio Marti, Kreab

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Brandwatch
Brandwatch

- Big Data al servicio de la reputación online: Definición de crisis online - Elaboración de alertas para la detección - Gestión de la crisis: Elaboración del protocolo de crisis

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NINGUNA EMPRESA ESTA EXENTA DE SER CRITICADA EN LA RED, PERO NO TODAS LAS CRITICAS SON CRISIS.
DebilidadesFortalezas Oportunidades • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • MARC A • Reputación e imagen • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso en comunicación y publicidad Amenazas • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • MARC A • Reputación e imagen • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso • PRODUC TO O S ERVIC IO • C alidad C RITIC AS US UARIOS • Defectuoso C RITIC AS Y PENALIZAC IONES • Dañino C RITIC AS , PENALIZAC IONES GRAVES • Feo C RITIC AS Y BURLAS • C OMPETENC IA • EMPRESA DAÑO REPUTACIÓN IMPORTANTE • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN DESFIDELIZACIÓN Y CONFUSIÓN • Atención al cliente • Discurso • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • C OMPETENC IA • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso
DebilidadesFortalezas Oportunidades • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • MARC A • Reputación e imagen • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso en comunicación y publicidad Amenazas • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • MARC A • Reputación e imagen • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso • PRODUC TO O S ERVIC IO • C alidad C RITIC AS USUARIOS • Defectuoso C RITIC AS Y PENALIZAC IONES • Dañino C RITIC AS, PENALIZAC IONES GRAVES • Feo C RITIC AS Y BURLAS • C OMPETENC IA • EMPRES A DAÑO REPUTACIÓN IMPORTANTE • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN DESFIDELIZACIÓN Y CONFUSIÓN • Atención al cliente • Discurso • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • C OMPETENC IA • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso
• • • • • • • • • • • • • •
1 alertas diarias 2 Informe semanal 3 Informe mensual 20 al mes 4 al mes 12 al año Entregable de lunes a viernes Entregable lunes o viernes de cada semana Entregable última semana de cada mes
+ ESCUCHA DIARIA Expertos en monitorización y comunicación PUBLICACIONES MUNDIALES C A T E G O R I Z A C I Ó N M A N U A L Expertos en reputación SEGMENTACIÓN Expertos sectoriales QUERY ANÁLISIS Expertos consultores Optimización de queries permanentemente Verificación y validación Informes
• • • • • • • •
´
Best practices para la previsión y gestión de crisis y de la reputación online con Brandwatch / Ignacio Marti, Kreab

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Best practices para la previsión y gestión de crisis y de la reputación online con Brandwatch / Ignacio Marti, Kreab

  • 1.
  • 2. NINGUNA EMPRESA ESTA EXENTA DE SER CRITICADA EN LA RED, PERO NO TODAS LAS CRITICAS SON CRISIS.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. DebilidadesFortalezas Oportunidades • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • MARC A • Reputación e imagen • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso en comunicación y publicidad Amenazas • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • MARC A • Reputación e imagen • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso • PRODUC TO O S ERVIC IO • C alidad C RITIC AS US UARIOS • Defectuoso C RITIC AS Y PENALIZAC IONES • Dañino C RITIC AS , PENALIZAC IONES GRAVES • Feo C RITIC AS Y BURLAS • C OMPETENC IA • EMPRESA DAÑO REPUTACIÓN IMPORTANTE • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN DESFIDELIZACIÓN Y CONFUSIÓN • Atención al cliente • Discurso • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • C OMPETENC IA • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso
  • 8. DebilidadesFortalezas Oportunidades • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • MARC A • Reputación e imagen • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso en comunicación y publicidad Amenazas • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • MARC A • Reputación e imagen • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso • PRODUC TO O S ERVIC IO • C alidad C RITIC AS USUARIOS • Defectuoso C RITIC AS Y PENALIZAC IONES • Dañino C RITIC AS, PENALIZAC IONES GRAVES • Feo C RITIC AS Y BURLAS • C OMPETENC IA • EMPRES A DAÑO REPUTACIÓN IMPORTANTE • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN DESFIDELIZACIÓN Y CONFUSIÓN • Atención al cliente • Discurso • PRODUC TO O S ERVIC IO • C alidad • Defectuoso • Dañino • Feo • C OMPETENC IA • EMPRES A • Empleados • C apacidad financiera • Reputación • COMUNICACIÓN • Atención al cliente • Discurso
  • 9.
  • 11.
  • 12.
  • 13. 1 alertas diarias 2 Informe semanal 3 Informe mensual 20 al mes 4 al mes 12 al año Entregable de lunes a viernes Entregable lunes o viernes de cada semana Entregable última semana de cada mes
  • 14. + ESCUCHA DIARIA Expertos en monitorización y comunicación PUBLICACIONES MUNDIALES C A T E G O R I Z A C I Ó N M A N U A L Expertos en reputación SEGMENTACIÓN Expertos sectoriales QUERY ANÁLISIS Expertos consultores Optimización de queries permanentemente Verificación y validación Informes
  • 15.
  • 16.
  • 18. ´