{"id":62941,"date":"2017-06-07T12:12:14","date_gmt":"2017-06-07T10:12:14","guid":{"rendered":"https:\/\/ipmark.com\/?p=62941"},"modified":"2017-06-07T12:12:14","modified_gmt":"2017-06-07T10:12:14","slug":"ranking-marcas-digitales-espana-2017","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=62941","title":{"rendered":"Las tres marcas espa\u00f1olas con mejor comunicaci\u00f3n digital"},"content":{"rendered":"<figure id=\"attachment_62942\" aria-describedby=\"caption-attachment-62942\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-62942 size-full\" title=\"ranking-de-marcas-digitales\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/06\/ranking-de-marcas-digitales.jpg\" alt=\"ranking-de-marcas-digitales\" width=\"690\" height=\"357\" \/><figcaption id=\"caption-attachment-62942\" class=\"wp-caption-text\">Ranking de marcas con mejor comunicaci\u00f3n digital corporativa.<\/figcaption><\/figure>\n<p><strong>Liderar un <a href=\"https:\/\/ipmark.com\/100-mejores-marcas-best-global-brands\/\">ranking de marcas<\/a> digitales implica, entre otros aspectos, superar a la competencia en relevancia, influencia y reputaci\u00f3n en las redes sociales. El Corte Ingl\u00e9s, IKEA y Mahou son las tres marcas espa\u00f1olas que mejor lo hacen. <\/strong><\/p>\n<p>Al menos esa es la conclusi\u00f3n del primer Digital Index sobre la solvencia en<strong> comunicaci\u00f3n digital corporativa de las \u00a0marcas espa\u00f1olas<\/strong> realizado por Llorente &amp; Cuenca con metodolog\u00edas inspiradas en la inteligencia sem\u00e1ntica (S\u00e9ntisis) y la tecnolog\u00eda anal\u00edtica (Brandwatch y Buzzsumo).<\/p>\n<figure id=\"attachment_62945\" aria-describedby=\"caption-attachment-62945\" style=\"width: 345px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-62945\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/06\/ranking-de-marcas-digitales-reputaci\u00f3n.jpg\" alt=\"ranking-de-marcas-digitales-reputaci\u00f3n\" width=\"345\" height=\"337\" \/><figcaption id=\"caption-attachment-62945\" class=\"wp-caption-text\">Ranking de marcas digitales por Reputaci\u00f3n.<\/figcaption><\/figure>\n<p>El estudio ha analizado las actividades de branding digital de 18 marcas espa\u00f1olas pertenecientes\u00a0 a los sectores de Telecomunicaciones, Retail, Alimentaci\u00f3n y Bebidas, Automoci\u00f3n, El\u00e9ctricas y Aerol\u00edneas poniendo el foco en tres aspectos: relevancia ( posicionamiento de contenidos propios en las redes sociales y buscadores) , influencia (interacciones con los seguidores) y reputaci\u00f3n ( menciones negativas y positivas).<\/p>\n<p>Teniendo en cuenta estas m\u00e9tricas, <strong>El Corte Ingl\u00e9s se sit\u00faa a la cabeza de ranking<\/strong>, impulsado sobre todo por su influencia en las redes sociales. Le siguen <strong>Mahou e IKEA<\/strong>, con indicadores superiores a todos los promedios parciales, en especial, el de relevancia de contenidos digitales, la primera, y el de reputaci\u00f3n, la segunda.<\/p>\n<p>Otras marcas que destacan por encima de la media global, situada en 57 puntos, son Coca-Cola, Ford e Iberia. Por el contrario, en la parte baja de la tabla se encuentran dos empresas del sector el\u00e9ctrico (Gas Natural Fenosa y Endesa).<\/p>\n<p><strong>RELEVANCIA, INFLUENCIA Y REPUTACI\u00d3N<\/strong><\/p>\n<p>El ranking de marcas digitales m\u00e1s relevantes est\u00e1 encabezado por <strong>Orange<\/strong>, seguida por <strong>Telef\u00f3nica<\/strong> y <strong>Vodafone<\/strong>.<\/p>\n<p>Por su parte, <strong>El Corte Ingl\u00e9s<\/strong> supera al resto de marcas analizadas en influencia, es decir, genera m\u00e1s interacciones con sus seguidores que la competencia. La segunda marca m\u00e1s influente en las redes sociales es Coca-Cola, mientras que <strong>Iberdrola<\/strong> e <strong>IKEA<\/strong> empatan en la tercera posici\u00f3n.<\/p>\n<p>Por \u00faltima, las tres marcas con mejor reputaci\u00f3n digital, o lo que es lo mismo aquellas que obtienen m\u00e1s menciones positivas en social media son <strong>Nestl\u00e9<\/strong>, <strong>Air Europa<\/strong> y <strong>Gas Natural Fenosa<\/strong>.<\/p>\n<figure id=\"attachment_62943\" aria-describedby=\"caption-attachment-62943\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-62943 size-full\" title=\"ranking-de-marcas-digitales-influencia\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/06\/ranking-de-marcas-digitales-influencia.jpg\" alt=\"ranking-de-marcas-digitales-influencia\" width=\"690\" height=\"354\" \/><figcaption id=\"caption-attachment-62943\" class=\"wp-caption-text\">Ranking de marcas digitales por Influencia.<\/figcaption><\/figure>\n<p>*Para realizar esta primera edici\u00f3n del Digital Index Espa\u00f1a, Llorente &amp; Cuenca ha analizado 430.000 impactos de 18 marcas publicados en redes sociales entre noviembre de 2016 y abril del 2017.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Liderar un ranking de marcas digitales implica, entre otros aspectos, superar a la competencia en relevancia, influencia y reputaci\u00f3n en<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-62941","post","type-post","status-publish","format-standard","hentry","category-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ranking de marcas digitales en Espa\u00f1a-Digital 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