{"id":32668,"date":"2012-04-02T21:46:00","date_gmt":"2012-04-02T21:46:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32668"},"modified":"2025-03-28T10:46:08","modified_gmt":"2025-03-28T10:46:08","slug":"el-enigma-de-las-redes-sociales-para-la-banca","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/el-enigma-de-las-redes-sociales-para-la-banca\/","title":{"rendered":"El enigma de las redes sociales para la banca"},"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>El enigma de las redes sociales para la banca<\/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\">2012-04-02<\/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=32668\" 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=32668&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=32668&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>En los convulsos tiempos que vivimos de incertidumbre en todos los \u00e1mbitos existe un fen\u00f3meno expandi\u00e9ndose de forma de forma veloz e inexorable&nbsp; como si de un virus se tratara, que est\u00e1 cambiando no s\u00f3lo la forma de comunicarnos sino tambi\u00e9n la forma de hacer negocios y de gestionar los clientes. Son las llamadas Redes Sociales.<\/p>\n\n\n\n<p>La Redes Sociales son ya un universo en el que participan ya m\u00e1s de 350 millones de usuarios de Internet directamente desde sus ordenadores o a trav\u00e9s de los 400 millones de Smartphone y dispositivos que permiten acceder a aplicaciones como Facebook, Twitter, etc. Si estos n\u00fameros son impactantes, lo es m\u00e1s a\u00fan el tiempo medio que pasa un usuario en estas redes a lo largo de una semana, concretamente en Espa\u00f1a, 4 horas y 50 minutos, no muy lejos de las 6 horas y 37 minutos que pasan los italianos que lideran el ranking mundial.<\/p>\n\n\n\n<p>En los a\u00f1os 90 asistimos a un fen\u00f3meno similar, Internet, que crec\u00eda de forma exponencial&nbsp; pasando de ser un servicio adicional que prestaban los Bancos a convertirse en la actualidad&nbsp; en un canal m\u00e1s completamente integrado en sus procesos de negocio y en el que operan cada d\u00eda m\u00e1s clientes. Las Redes Sociales amenazan con convertirse en una realidad similar pero, en esta ocasi\u00f3n, los xClientes no s\u00f3lo \u201centran\u201d en una web a realizar operaciones financieras sino que tienen capacidad a trav\u00e9s de estas redes, de analizar, compartir informaci\u00f3n, crearla y sobre todo criticarla a trav\u00e9s de blogs, f\u00f3rums, etc.<\/p>\n\n\n\n<p>Con un mercado de 350 millones de usuarios que interact\u00faan en estas Redes, la Banca no puede permanecer ajena ni indiferente y debe prepararse para interactuar con sus clientes durante mucho m\u00e1s tiempo del que lo hace actualmente. Sin lugar a dudas, es clave para las entidades entender el comportamiento de sus clientes para conocer en detalle sus pautas de actuaci\u00f3n y poder desarrollar productos y servicios ad hoc para este tipo de usuarios. Los bancos tambi\u00e9n tienen que aprender a \u201cescuchar\u201d con atenci\u00f3n estas redes ya que, todos los d\u00edas sus usuarios emiten opiniones y juicios de valor que pueden poner en riesgo la reputaci\u00f3n de la entidad financiera; en positivo, si se sabe gestionar con eficacia es tambi\u00e9n un medio id\u00f3neo para potenciar la marca y el branding de la entidad.<\/p>\n\n\n\n<p>Al amparo de las Redes Sociales empiezan a surgir tambi\u00e9n modelos de negocio financiero ligados espec\u00edficamente a este fen\u00f3meno colaborativo como son el \u201csocial lending\u201d en el que empresas como ZOPA o PROSPER mueven ya importantes cantidades de dinero facilitando a trav\u00e9s de sus plataformas que personas an\u00f3nimas presten dinero a otras (P2P lending) de forma \u00e1gil y r\u00e1pida. Pero tambi\u00e9n en el mundo de los pagos, empresas como PAYPAL se utilizan ya masivamente en estas redes para realizar transacciones electr\u00f3nicas.<\/p>\n\n\n\n<p>Parece claro, por tanto, que este fen\u00f3meno y su magna dimensi\u00f3n est\u00e1n llenos de retos y oportunidades&nbsp; para las entidades financieras que por el momento est\u00e1n dando t\u00edmidos pasos tratando de entender las Redes Sociales en toda su amplitud. En Espa\u00f1a ya existen entidades que est\u00e1n definiendo una estrategia clara para adentrarse en estos mundos huyendo de la improvisaci\u00f3n, con el objetivo claro de fortalecer la relaci\u00f3n con sus clientes y potenciar su marca. Sin embargo, parece que a\u00fan estamos muy lejos, como pas\u00f3 con Internet, de que las Redes Sociales sean parte integrante de la estrategia y de los procesos de negocio de una entidad pero no deben demorarse mucho porque el fen\u00f3meno sigue creciendo y mucho m\u00e1s r\u00e1pidamente de lo que lo hizo Internet.<\/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\":\"70a91506-95de-496f-ad45-7b35cecf3dde\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":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":""},"categories":[1],"tags":[],"brand":[],"service":[],"industry":[],"partners":[],"blog-topic":[],"content-group":[],"class_list":["post-32668","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- 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