{"id":32565,"date":"2014-07-07T21:05:00","date_gmt":"2014-07-07T21:05:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32565"},"modified":"2025-03-28T10:27:15","modified_gmt":"2025-03-28T10:27:15","slug":"social-media-la-historia-de-un-deja-vu","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/social-media-la-historia-de-un-deja-vu\/","title":{"rendered":"Social Media: la historia de un d\u00e9j\u00e0 vu"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Social Media: la historia de un d\u00e9j\u00e0 vu<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/cg-logo.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">2014-07-07<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/ar-es\/?p=32565\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/ar-es\/?p=32565&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/ar-es\/?p=32565&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>7 de Julio, \u00a1San Fermin!,<\/p>\n\n\n\n<p>El que el uso de las redes sociales como canal operativo por parte de los bancos, y de las entidades financieras en general, est\u00e1 todav\u00eda en su primera etapa nadie lo duda. De alguna manera es un \u201c<em>d\u00e9j\u00e0 vu<\/em>\u201d pues lo que est\u00e1 ocurriendo con ellas recuerda mucho a lo que ocurri\u00f3 en los comienzos del uso de Internet. Cuando en aquellos tiempos (casi la prehistoria) las empresas, los responsables de negocio, los consejeros, etc\u2026 decidieron que hab\u00eda que hacer algo al respecto lo hicieron estimulados por las agencias de publicidad. Una p\u00e1gina web era un excelente escaparate. Hab\u00eda que estar ah\u00ed. Y se lo encargaron, l\u00f3gicamente, al departamento de Marketing. Los responsables de IS no estaban muy por la labor de tener que incorporar una nueva tecnolog\u00eda, nuevos skills, nueva infraestructura, con riesgos en la seguridad, acceso abierto al p\u00fablico, etc\u2026 Pero al final todos tuvieron su p\u00e1gina web.<\/p>\n\n\n\n<p>Tras ese hito, \u00bfqu\u00e9 ocurri\u00f3?. Nada. Ese era el problema, que no ocurr\u00eda nada. Que el nuevo escaparate resultaba interesante a los visitantes la primera vez, pero el entusiasmo desaparec\u00eda en la segunda visita, y ya no hab\u00eda una tercera. \u00a1Hab\u00eda que darle dinamismo!. Y todo el mundo se lanz\u00f3 a incorporar contenidos. Esa era la clave. Que el visitante quisiera volver porque iba a hallar nuevos y sugerentes contenidos. Y fue el boom de los <em>gestores de contenidos<\/em>, eso s\u00ed, siempre bajo el control de Marketing. Y el departamento de Sistemas tuvo que incorporar ese nuevo bloque, y habilitar roles, permisos y worflows de edici\u00f3n, correcci\u00f3n, autorizaci\u00f3n\u2026, y mecanismos de publicaci\u00f3n y de retirada autom\u00e1tica, y de sincronizaci\u00f3n entre diversas webs, y gesti\u00f3n de versiones, y de idiomas.<\/p>\n\n\n\n<p>Y de nuevo, nada ocurr\u00eda. Hasta que alguien pens\u00f3 \u201c\u00bfy no podr\u00edamos hacer negocio en este canal?\u201d. Y de ah\u00ed vino el comercio electr\u00f3nico, y la constante incorporaci\u00f3n de funciones de negocio en la web. Internet dej\u00f3 de ser un asunto de Marketing para convertirse en un asunto de todos, en especial de Negocio. Este nuevo canal ten\u00eda un potencial extraordinario, y representaba una revoluci\u00f3n en la manera de dar servicio y de vender productos a los clientes. No hacer todo lo necesario para estar en la cresta de la ola supon\u00eda un riesgo casi de supervivencia. Internet exig\u00eda una transformaci\u00f3n radical de la manera de hacer las cosas,&nbsp;de los procesos, de los Sistemas de Informaci\u00f3n, de la Organizaci\u00f3n, de la capacitaci\u00f3n,\u2026<\/p>\n\n\n\n<p>Esta es casi la misma historia que la que estamos viviendo ahora con las redes sociales, lo que ocurre es que el tiempo digital corre ahora m\u00e1s r\u00e1pidamente que antes. Una vez m\u00e1s el asunto no concierne solamente a Marketing, sino a toda la organizaci\u00f3n, y los riesgos de quedarse atr\u00e1s son tan graves si no m\u00e1s que antes, porque ahora los bancos no solamente&nbsp;compiten con sus competidores tradicionales, sino que aparecen en el horizonte nuevos agentes muy poderosos que, como Google o Facebbok, dominan este nuevo territorio, y pueden intentar hacer cierto aquello&nbsp;de que la banca no va a desaparecer, pero los bancos si.<\/p>\n\n\n\n<p>Una vez m\u00e1s, ese el momento de apostar fuerte, y abordar una transformaci\u00f3n digital de calado, en la que las redes sociales, de uso p\u00fablico y externo o privado e interno, tengan el protagonismo que reclaman. De nuevo una transformaci\u00f3n en la manera de hacer las cosas, en la relaci\u00f3n con el cliente, en los procesos, en los servicios y productos, en las habilidades y conocimientos, en los sistemas, y en la Organizaci\u00f3n.<\/p>\n\n\n\n<p>Transformarse (digitalmente) o morir.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"e514888e-be31-4239-ac02-00447015251f\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"brand":[],"service":[],"industry":[],"partners":[],"blog-topic":[],"content-group":[],"class_list":["post-32565","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- 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