{"id":78350,"date":"2019-03-05T14:48:23","date_gmt":"2019-03-05T12:48:23","guid":{"rendered":"https:\/\/ipmark.com\/?p=78350"},"modified":"2019-03-05T14:48:23","modified_gmt":"2019-03-05T12:48:23","slug":"las-marcas-con-mayor-interaccion-redes-sociales","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=78350","title":{"rendered":"Acciona, Iberdrola y Mediaset, las marcas con m\u00e1s interacciones en redes sociales"},"content":{"rendered":"
\"La
Icarus Analytics, elaborada por Epsilon Technologies, ha analizado a 127 perfiles corporativos de 30 compa\u00f1\u00edas del Ibex 35.<\/figcaption><\/figure>\n

Las redes sociales se posicionan<\/a> cada vez m\u00e1s como un canal \u00f3ptimo para las marcas para poder interactuar con los usuarios.<\/strong><\/p>\n

\"Presentaci\u00f3nAcciona, Iberdrola, Mediaset Espa\u00f1a, Mapfre, Banc Sabadell, Telef\u00f3nica, CaixaBank, Bankia, Repsol y Santander<\/strong> son las empresas espa\u00f1olas que tuvieron en 2018 mayor relevancia en las redes sociales (Facebook, Twitter, Instagram, YouTube y LinkedIn<\/strong>), seg\u00fan la herramienta de Big Data Icarus Analytics<\/strong>, elaborada por Epsilon Technologies<\/strong><\/a>, que ha analizado a 127 perfiles corporativos de 30 compa\u00f1\u00edas del Ibex 35<\/strong>.<\/p>\n

\"Liam
Liam Hemsworth protagoniza la campa\u00f1a de Acciona.<\/figcaption><\/figure>\n

El panel lo lidera Acciona gracias a las acciones generadas en canales externos en colaboraci\u00f3n con influencers<\/strong> de distintas regiones. Destaca la campa\u00f1a exitosa global de #InvierteEnElPlaneta<\/strong> la cual genera contenido con influencers sobre concienciaci\u00f3n del cuidado del medio ambiente.<\/p>\n

La segunda marca mejor posicionada es Iberdrola<\/strong> basada en la creaci\u00f3n de branding<\/strong> a partir de patrocinios deportivos, como los realizados con la selecciones femeninas, entre otros. Por su parte, en tercer lugar, Mediaset<\/strong> gana el mayor protagonismo a Twitter,<\/strong> donde lidera las acciones. En concreto, al grupo de comunicaci\u00f3n le funcionan mejor los contenidos con gifs. <\/strong><\/p>\n

El cuarto lugar lo ocupa Mapfre<\/strong> que concentra la estrategia de las redes sociales en crear contenido deportivo<\/strong>, sobre todo tenis, gracias al acuerdo con su embajador de marca, Rafael Nadal. <\/strong><\/p>\n

Sabadell<\/strong> ocupa la quinta posici\u00f3n en el ranking gracias a su fuerte presencia en canales externos por medio de las campa\u00f1as que realizan con los hashtags #BancoSabadell<\/strong>, #Fundaci\u00f3nBancoSabadell y #BStartUp<\/strong>.<\/p>\n

Facebook, el principal canal social<\/strong><\/h2>\n

La plataforma de Mark Zuckerberg<\/strong> lidera las interacciones de las empresas del Ibex 35<\/strong> durante 2018, con 6,2 millones, el 55% del total.<\/p>\n

Le sigue Instagram<\/strong>, con una cuota del 25% en n\u00famero de relevancia en canales propios y externos (a trav\u00e9s de prescriptores, influencers, o eventos) hasta alcanzar casi las 3 millones. A continuaci\u00f3n se encuentra Twitter<\/strong><\/a>, con una cuota del 12% y 1,3 millones, y\u00a0Linkedin<\/strong>, con una cuota del 8% y 908.987.<\/p>\n

En cuanto al contenido con mayor penetraci\u00f3n, los de\u00a0deportes y sostenibilidad\u00a0<\/strong>lideran en el ranking de las diferentes redes sociales analizadas.<\/p>\n

<\/h2>\n

Instagram,\u00a0lidera en #hasthtags externos<\/strong><\/h2>\n

\"Presentaci\u00f3nAl contabilizar las 30 marcas, se llevaron a cabo el a\u00f1o un total de 10.055.639 interacciones en Facebook, Twitter, Instagram y YouTube,<\/strong> un 39% m\u00e1s que en 2017. Los tres primeros canales sociales indicados son los que tuvieron una mayor viralidad<\/strong> (1.122.713 en total).<\/p>\n

La red social Instagram<\/strong> destac\u00f3 por tener mayor interacci\u00f3n en canales externos mediante hashtags (1.366.655), teniendo en cuenta las interacciones realizadas en perfiles de usuarios o de la propia marca. El an\u00e1lisis no contabiliza los posts duplicados. Acciona, Iberdrola, Banc Sabadell, CaixaBank y Bankia<\/strong>, las marcas con mayores movimientos.<\/p>\n

En comparaci\u00f3n con otros sectores, el de retail gener\u00f3 el mayor n\u00famero de interacciones<\/strong> en los canales sociales durante el a\u00f1o pasado, con 77.336.242. Le sigue el segmento de FMCG <\/strong>(Fast moving consumer goods), con 35.856.043 y Automoci\u00f3n<\/strong>, con 10.508.991.<\/p>\n

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

Las redes sociales se posicionan cada vez m\u00e1s como un canal \u00f3ptimo para las marcas para poder interactuar con los<\/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":[38,5895],"tags":[155,1389,727,146,147,750,551],"class_list":["post-78350","post","type-post","status-publish","format-standard","hentry","category-marcas","category-marketing-digital","tag-facebook","tag-iberdrola","tag-instagram","tag-linkedin","tag-redes-sociales","tag-twitter","tag-youtube"],"acf":[],"yoast_head":"\nLas marcas con mayor interacci\u00f3n en redes sociales-IPMARK<\/title>\n<meta name=\"description\" content=\"Acciona, Iberdrola, Mediaset Espa\u00f1a son las tres primeras marcas del Ibex 35 con mayor interacci\u00f3n en las redes sociales a lo largo de 2018.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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