{"id":7492,"date":"2018-03-07T16:11:49","date_gmt":"2018-03-07T16:11:49","guid":{"rendered":"https:\/\/www.im.education\/blog\/?p=7492"},"modified":"2018-03-07T16:11:49","modified_gmt":"2018-03-07T16:11:49","slug":"afecta-la-reputacion-online-la-decision-compra","status":"publish","type":"post","link":"https:\/\/www.im.education\/blog\/afecta-la-reputacion-online-la-decision-compra\/","title":{"rendered":"C\u00f3mo afecta la reputaci\u00f3n online a la decisi\u00f3n de compra"},"content":{"rendered":"

Nadie puede negar que la web 3.0 ha cambiado la manera de percibir y, por tanto, de gestionar los negocios. Como sabemos, la imagen que proyecta un negocio en Internet, no solo se basa en los mensajes que la propia empresa produce, sino que viene condicionada por las opiniones que publican los clientes a trav\u00e9s de los diferentes medios sociales. Todos ellos influyen en lo que conocemos como reputaci\u00f3n online y, en \u00faltima instancia, en la decisi\u00f3n de compra del cliente.<\/p>\n

\u00bfC\u00f3mo afecta a los consumidores la reputaci\u00f3n online?<\/h3>\n

Un estudio realizado por la plataforma Podium<\/a> (2017) expone que el 93% de los consumidores dice que los comentarios online influyen en su decisi\u00f3n de compra. Este mismo estudio desvela que Google, Yelp y Facebook conforman las plataformas donde los usuarios buscan opiniones para sus futuras compras. Adem\u00e1s, un 35% de los clientes afirma que el motivo principal para dejar un comentario es para informar al resto de usuarios sobre su experiencia, un 26% para ayudar a otros consumidores a tomar decisiones, un 24% para informar a la empresa de su experiencia y un 15% no escribe su opini\u00f3n.
\nEn este sentido, la revista Forbes<\/a> ha realizado una recopilaci\u00f3n de datos impactantes sobre el poder de las opiniones online:<\/p>\n

    \n
  1. El 90% de los consumidores lee las opiniones antes de visitar un negocio (2016)<\/li>\n
  2. El 84% de las personas conf\u00edan en las online reviews tanto como en las recomendaciones personales.<\/li>\n
  3. El 74% de los consumidores afirman que las opiniones positivas les hacen confiar m\u00e1s en los negocios locales (2016).<\/li>\n
  4. Cada estrella m\u00e1s en la puntuaci\u00f3n de un negocio en Yelp, supone un incremento de entre el 5 y el 9% en el revenue de la empresa.<\/li>\n<\/ol>\n

    \u00bfC\u00f3mo gestionar las opiniones negativas?<\/h3>\n

    Hay que tener presente que aunque implementemos una buena gesti\u00f3n de la reputaci\u00f3n online es muy probable que, de igual manera que los clientes comentan positivamente, lo hagan negativamente. Estas opiniones pueden perjudicar a la empresa y por eso es muy importante identificarlos a tiempo, ser transparentes y proporcionar soluciones r\u00e1pidas.
    \nUn ejemplo de c\u00f3mo sobrellevar los comentarios negativos y llevarlos a tu terreno es la marca de zapatillas Pompeii. Una marca Made in Spain que empez\u00f3 a popularizarse a trav\u00e9s de Instagram y pop-ups. Sus ventas se vieron incrementadas hasta que se quedaron sin stock y no entraban beneficios para fabricar m\u00e1s, es decir, (casi) mueren de \u00e9xito.
    \nSus redes empezaron a llenarse de reviews negativas. \u00bfSu estrategia? Expusieron el problema en redes sociales, pidieron disculpas y empezaron a realizar muchos descuentos y pop-ups que en un inicio no estaban planificados. A partir de aqu\u00ed, su negocio creci\u00f3 y su facturaci\u00f3n ha incrementado a\u00f1o tras a\u00f1o.
    \nLas opiniones de los usuarios, con raz\u00f3n o sin raz\u00f3n, afectan a c\u00f3mo se percibe la calidad de un producto o servicio. A\u00fan as\u00ed, son muchas las empresas que deciden mostrar las opiniones que dejan los usuarios en Google o Facebook, pues conf\u00edan en lo que ofrecen, y en que el resto de opiniones positivas decantar\u00e1 la balanza a su favor.
    \nEn conclusi\u00f3n, es importante crear una comunidad activa de consumidores que compartan sus experiencias y animar a los usuarios a que lo hagan.
    \nY vosotros, \u00bfsois de los que compart\u00eds vuestra experiencia en las redes sociales?
    \nProfundiza m\u00e1s en c\u00f3mo gestionar la reputaci\u00f3n online con nuestro     Curso T\u00e9cnico Superior de Branding Personal y Gesti\u00f3n de Marcas<\/a>.<\/p>\n

    Si te ha gustado este art\u00edculo, ahora puedes suscribirte a nuestro blog para ser en primero en enterarte de las novedades de IM.<\/h5>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Nadie puede negar que la web 3.0 ha cambiado la manera de percibir y, por tanto, de gestionar los negocios. Como sabemos, la imagen que proy… seguir leyendo<\/p>\n","protected":false},"author":3,"featured_media":7495,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-7492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-de-actualidad"],"yoast_head":"\nC\u00f3mo afecta la reputaci\u00f3n online a la decisi\u00f3n de compra IM Digital School<\/title>\n<meta name=\"description\" content=\"C\u00f3mo afecta la reputaci\u00f3n online a la decisi\u00f3n de compra\" \/>\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.im.education\/blog\/afecta-la-reputacion-online-la-decision-compra\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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