{"id":1428,"date":"2013-11-14T08:16:17","date_gmt":"2013-11-14T08:16:17","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=1428"},"modified":"2020-06-22T11:24:56","modified_gmt":"2020-06-22T09:24:56","slug":"casos-exito-crisis-online","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/casos-exito-crisis-online\/","title":{"rendered":"Casos de \u00e9xito (o no) de crisis online"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-2130670563\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/casos-exito-crisis-online\/\" data-essbisPostTitle=\"Casos de \u00e9xito (o no) de crisis online\" data-essbisHoverContainer=\"\"><p>En caso de crisis online, improvisar puede ser contraproducente. Es muy importante que las empresas dispongan en su <strong><a title=\"Master marketing digital online\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" rel=\"noopener noreferrer\">estrategia de marketing<\/a><\/strong> de un manual de crisis para establecer los protocolos a realizar. Sin embargo, muy pocas disponen de uno, y menos a\u00fan si hablamos de un manual para crisis online. En este post recopilamos varios ejemplos de para demostrar que es imprescindible saber qu\u00e9 hacer ante una situaci\u00f3n as\u00ed.<\/p><div class=\"blogs-contenido\" id=\"blogs-2220847819\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Cuatro_y_Manolo_Lama\"><\/span>Cuatro y Manolo Lama<span class=\"ez-toc-section-end\"><\/span><\/h3><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab5371d2a9ed\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab5371d2a9ed\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/casos-exito-crisis-online\/#Cuatro_y_Manolo_Lama\" >Cuatro y Manolo Lama<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/casos-exito-crisis-online\/#La_desafortunada_respuesta_de_Boeing\" >La desafortunada respuesta de Boeing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/casos-exito-crisis-online\/#La_consola_siempre_conectada_a_Internet\" >La consola siempre conectada a Internet<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/casos-exito-crisis-online\/#El_inoportuno_claim_de_Donettes\" >El inoportuno claim de Donettes<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Una de las primeras crisis online que se vivi\u00f3 en nuestro pa\u00eds se desencaden\u00f3 fuera de la red. <strong>Manolo Lama<\/strong>, enviado especial a Hamburgo para cubrir la final de la final de la Europa League 2010 tuvo un incidente con un mendigo que se encontraba en la calle en un reportaje para la cadena de televisi\u00f3n <strong>Cuatro<\/strong>:<\/p>\n<div style=\"text-align: center;\"><iframe loading=\"lazy\" style=\"margin-top: 10px; margin-bottom: 10px;\" src=\"\/\/www.youtube.com\/embed\/xsvP6o3x97k?rel=0\" width=\"420\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p>Al d\u00eda siguiente, cientos de mensajes en Facebook ped\u00edan la dimisi\u00f3n de Manolo Lama y Cuatro public\u00f3 un post en su blog oficial (hoy en d\u00eda eliminado) en el que la cadena se sorprend\u00eda de la repercusi\u00f3n de este incidente \u201cen un pa\u00eds donde no faltan episodios de mucha mayor gravedad.\u201d. Este comentario incendi\u00f3 a\u00fan m\u00e1s a los internautas y Cuatro permaneci\u00f3 varios d\u00edas sin realizar un nuevo comunicado al respecto.<\/p>\n<p>D\u00edas m\u00e1s tarde el Ministerio de Industria abord\u00f3 este tema <a title=\"expediente manolo lama crisis\" href=\"http:\/\/www.elmundo.es\/elmundo\/2010\/05\/17\/television\/1274085925.html\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>abriendo un expediente<\/strong><\/a> a la cadena privada, pero no se ha vuelto a saber nada de este tema.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"La_desafortunada_respuesta_de_Boeing\"><\/span>La desafortunada respuesta de Boeing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Harry Winsor<\/strong>, un ni\u00f1o de 8 a\u00f1os del estado norteamericano de Colorado y enamorado de los aviones, envi\u00f3 por carta a <strong>Boeing<\/strong> un dibujo proponiendo un nuevo modelo de avi\u00f3n que podr\u00eda apagar fuegos. Alguien que no quiso salirse del protocolo de respuestas en estos casos, le dijo que \u201cal igual que muchas otras grandes empresas, no aceptamos ideas no solicitadas. La experiencia ha demostrado que la mayor\u00eda de las ideas ya han sido considerado por nuestros ingenieros.\u201d.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-1970166148\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<div style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" style=\"margin-top: 10px; margin-bottom: 10px;\" title=\"dibujo avi\u00f3n\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2013\/11\/boeing.jpg\" alt=\"dibujo avi\u00f3n\" width=\"288\" height=\"212\"><\/div>\n<p>El padre de Harry expuso lo ocurrido en su blog personal y miles de comentarios comenzaron a aparecer por las redes sociales en apoyo al ni\u00f1o. Lejos de dejar pasar este tema, Todd Blecher (Director de Comunicaci\u00f3n de Boeing) escribi\u00f3 un comentario en el blog del padre pidiendo disculpas y aceptando el error. Adem\u00e1s, llam\u00f3 a Harry para invitarle a un tour por las instalaciones de la empresa.<\/p>\n<p>En declaraciones a New York Times, Boing dijo: \u201cSomos expertos en aviones, pero novatos en Social Media. Estamos aprendido sobre la marcha\u201d. En este caso, podemos hablar de un aut\u00e9ntico \u00e9xito de crisis online.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"La_consola_siempre_conectada_a_Internet\"><\/span>La consola siempre conectada a Internet<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>La nueva consola de <strong>Microsoft, la Xbox One<\/strong>, todav\u00eda ha sido lanzada al mercado y ya ha sufrido una crisis online. Antes de la primera presentaci\u00f3n oficial, comenzaron los rumores de que necesitar\u00eda una conexi\u00f3n a internet permanente para que funcionara. <a title=\"@adam_orth\" href=\"https:\/\/twitter.com\/adam_orth\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Adam Orth<\/strong><\/a>, Director Creativo de Microsoft, sali\u00f3 al paso de estos rumores en su cuenta de Twitter diciendo que \u201cno entend\u00eda el drama sobre tener una consola que requiriese conexi\u00f3n permanente a Internet\u201d, asegurando que la gente \u201cdeber\u00eda adaptarse a los tiempos modernos\u201d. Adem\u00e1s ironiz\u00f3 diciendo que \u201cla electricidad tambi\u00e9n sufre cortes\u201d y que por eso no se iba a \u201ccomprar un aspirador\u201d.<\/p>\n<div style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" style=\"margin-top: 10px; margin-bottom: 10px;\" title=\"tweets\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2013\/11\/crisis-microsoft.jpg\" alt=\"tweets\" width=\"320\" height=\"498\"><\/div>\n<p>Las cr\u00edticas no tardaron en aparecer y Microsoft no dud\u00f3 en mover ficha mediante un comunicado oficial pidiendo disculpas por los comentarios de su empleado. Una semana despu\u00e9s de todo esto, Adam Orth fue despedido.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"El_inoportuno_claim_de_Donettes\"><\/span>El inoportuno claim de Donettes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>En septiembre de 2011, <strong><a title=\"@xavicalvo\" href=\"https:\/\/twitter.com\/xavicalvo\" target=\"_blank\" rel=\"noopener noreferrer\">Xavi Calvo<\/a><\/strong> public\u00f3 el siguiente mensaje en Twitter: \u00abQu\u00e9 mala leche. Se\u00f1ores de <a title=\"@donettes\" href=\"https:\/\/twitter.com\/Donettes\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>@Donettes<\/strong><\/a>, frivolizar con seg\u00fan qu\u00e9 cosas para hacer marketing es lamentable\u00bb, acompa\u00f1\u00e1ndolo de la foto de un pack de Donettes con el claim \u201cA pedir el metro\u201d. A pesar de que Xavi ten\u00eda menos de 2.000 seguidores, su mensaje fue retuiteado cientos de veces, llegando a ser Trending Topic en Espa\u00f1a el hashtag <strong><a title=\"boicotdonettes\" href=\"https:\/\/twitter.com\/search?q=%23boicotdonettes&amp;src=typd&amp;f=realtime\" target=\"_blank\" rel=\"noopener noreferrer\">#boicotdonettes<\/a><\/strong>.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-916257578\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<div style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" style=\"margin-top: 10px; margin-bottom: 10px;\" title=\"crisis donettes\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2013\/11\/donettes-crisis-online-3.jpg\" alt=\"crisis donetes\" width=\"239\" height=\"321\"><\/div>\n<p>Panrico, la empresa que produce Donettes monitoriz\u00f3 todos los comentarios y respondi\u00f3 en menos de 24 horas disculp\u00e1ndose e indicando que retirar\u00edan los packs lo antes posible. La cuenta de <a title=\"@donettes\" href=\"https:\/\/twitter.com\/Donettes\" target=\"_blank\" rel=\"noopener noreferrer\">Donettes <\/a>en Twitter se disculp\u00f3 en m\u00e1s de 80 mensajes a todos aquellos que hab\u00edan hecho comentarios al respecto y se puso en contacto personalmente con Xavi, que incluso lleg\u00f3 a felicitarles por la gesti\u00f3n de esta crisis online.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u00bfTe ha gustado este post? \u00bfQuieres recibir antes que nadie todos nuestros art\u00edculos sobre Marketing Digital? Suscr\u00edbete a nuestro blog en menos de 1 minuto en la barra lateral derecha y s\u00edguenos en <a title=\"Facebook IMF\" href=\"https:\/\/www.facebook.com\/IMF.Formacion\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a> y <a title=\"Twitter IMF\" href=\"https:\/\/twitter.com\/IMFFORMACION\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>.<\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/casos-exito-crisis-online\/\" data-essbisPostTitle=\"Casos de \u00e9xito (o no) de crisis online\" data-essbisHoverContainer=\"\">","protected":false},"author":7,"featured_media":1469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[4,1],"tags":[174,178,24,180,23,179,25],"class_list":["post-1428","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","category-sin-categoria","tag-blogs","tag-empresas","tag-facebook","tag-microsoft","tag-redes-sociales","tag-television","tag-twitter"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Casos de \u00e9xito (o no) de crisis online &#8226; Blog de Marketing Online<\/title>\n<meta name=\"description\" content=\"Es muy importante que las empresas tengan un manual de crisis para establecer los protocolos a realizar. Recopilamos varios ejemplos de crisis online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/casos-exito-crisis-online\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Casos de \u00e9xito (o no) de crisis online\" \/>\n<meta property=\"og:description\" content=\"Es muy importante que las empresas tengan un manual de crisis para establecer los protocolos a realizar. 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