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Social Media Marketing-Brazil
 

Social Media Marketing-Brazil

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Speech by Charlene Li at HSM Business Forum and at TV1 on September 28, 2011 in Sao Paolo, Brazil.

Speech by Charlene Li at HSM Business Forum and at TV1 on September 28, 2011 in Sao Paolo, Brazil.

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  • Interesting Neilsen study showing Brazil as tops in social media engagement overall.http://blog.nielsen.com/nielsenwire/online_mobile/social-media-accounts-for-22-percent-of-time-online/-86% reach of active social media users….next most active is italy at 78% and the US is down at 74%-Seems to be related to pervasiveness of social network Orkut. By sept of 2005, half of brazil’s internet population had visited orkut.**Also really interest report from TNS Market Research http://www.warc.com/LatestNews/News/Brazil_takes_social_media_lead.news?ID=28138-identifies the average Brazilian having 231 social network friends….while other Latin Americans are around 176 friends. The global average is 120. Why are they so much more social? Not driven by Facebook. 94% of brazilian social networkers have an Orkut account….while 38% are on Twitter and 36% on Facebook.*****However it is worth noting there is conflicting data out there (and slightly newer) suggesting that Facebook is slowly wiping out Orkut. http://searchenginewatch.com/article/2064470/Why-Facebook-is-Wiping-Out-Orkut-in-India-Brazil
  • http://boeingblogs.com/randy/archives/2011/05/back_when_i_first_started.htmlhttp://boeingblogs.com/randy/about.html
  • http://www.facebook.com/LOrealParisBrasil?sk=wallL’Oreal Paris Brasil facilitates widespread engagement on the Facebook page through a mix of providing usable interactive content (photos, video, questions), but perhaps more importantly, responding to fan questions/comments in timely manner on an individualized basis.Some of the mix of content generates upwards of 3,000 engagements to particular posts (likes, comments, general feedback), which would represent around 0.5% engagement based on their fanbase. While it doesn’t sound like much, AllFacebook.com did a study on the most engaged facebook pages to find between 1-2.6% engagement as THE MOST engaged pages on all of facebook: http://www.allfacebook.com/15-most-engaged-pages-on-facebook-2011-03 – as such, 0.5% engagement would represent a very high degree of fan engagement.#dialog#support#facebook#cosmetics#brazil
  • http://www.facebook.com/oralbbrasil?sk=wall&filter=1Oral-B Brasil consistently responds to nearly every single customer inquiry that occurs on the Facebook page. With over 330k fans, this represents a customer-focused strategy. The important message Oral-B is driving home is that every comment, question, concern, song of praise, or just general musing on the Facebook page is attached to a Fan. This fan is a person, a brand advocate, potentially a customer – and their individual attention is warranted. So by simply saying ‘Thank-you’ to a comment, Oral-B is driving forward a very customer-centric message.#dialog#b2c#brazil#facebook
  • http://twitter.com/#!/BancoCentralBRhttp://bcb.gov.br/The Central Bank of Brazil uses their twitter account to share articles and establish themselves as a primary source of information in the financial sector, but they do not @ reply or engage with their followers directly.
  • http://www.mediabistro.com/alltwitter/twitter-brazil-portuguese_b9930This is a fascinating article on how Twitter was pushed to update their language capabilities to include brazilianportugeuse, due to overwhelming demand. It claims Brazil second in Twitter users to the US, with the online adult penetration at 23.7%, 3rd overall in Twitter’s most addicted countries. Here is Twitter’s reasoning for enacting this change: “Brazilians have embraced Twitter as a way to keep up what’s happening both locally and globally. When severe flooding hit north of Rio de Janeiro earlier this year, Brazilians used Twitter to organize disaster relief efforts, share details on how to donate money and supplies, and call for medical assistance in affected neighborhoods. In Brazil’s most recent presidential elections, all three candidates (@dilmabr, @silva_marina, @joseserra_) used Twitter to promote their campaigns, interacting directly with supporters and answering their questions. And when one man couldn’t get a customer service response after he purchased a defective refrigerator, he posted his complaint on Twitter, including the name of the store. Other users rallied behind his cause, causing the store’s name to trend for four days — eventually ending with a brand new replacement refrigerator.”And one of the most telling stats….Brazilian standup comedian RafinaBastos was recently named Twitter’s MOST INFLUENTIAL FIGURE: http://www.mediabistro.com/alltwitter/twitter-most-influential_b6244#support#twitter#brazil
  • Avianca Colombia: http://twitter.com/#!/avianca_comAviancaBrasil: http://twitter.com/#!/sacavianca_brAviancaBrasil 2: http://twitter.com/#!/AviancaBrasilAviancaBrasil on Facebook: http://www.facebook.com/AviancaBrasil?sk=wallAvianca is a Latin American airline (Colombia and Brazil have a strong presence here) with an extremely well-kept and utilized social presence. The Facebook page provides special offers and deals and responds to customer feedback on the wall on an individual basis. It also has some cutting-edge features like allowing for flight booking straight from the facebook page.As for Twitter, all 3 channels are highly active and highly engaged with their customers. They also set expectations extremely well. They’ll let you know in the description what hours they’re available for customer inquiries and support, and what numbers to call in off hours. They respond to individual customer questions and triage/direct inquiries to the appropriate places.#b2c#dialog#support#brazil
  • http://twitter.com/#!/silva_marinaQuick background: Marina Silva was a Brazilian presidential candidate. Her appeal and reach on Twitter is massive, upwards of 500,000 followers, and sends out Tweets on a daily basis on policy and news, events, and other politically focused content.Support example: This example really takes ‘every vote counts’ to the next level. Essentially, Marina is listing a political roundtable discussion happening and urging participation. Ana, the other person in this conversation is just a native Brazilian with barely any twitter following. She asks Marina when the event is taking place, and without hesitating, Marina provides an answer and additional details. On the following slides Ana will thank Marina for her help and then go on to proclaim something like God Bless!!! (as per google translate)#support#dialog#gov#brazil
  • Without speaking much Brazilian Portugeuse, this is Ana’s reaction to Marina’s tweets – she’s basically saying Thank you and God Bless!
  • Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  • I think the frame stopped here in part 1 of the YouTube series is a powerful message. “Fiat stopped to listen.” It’s step 1 in the objectives (learn) and one that permeates through every aspect of the framework. Fiat set out (with help from the agency AgenciaClick Isobar) in unprecedented fashion to launch the first ever crowdsourced car. Fiat built a forum at http://www.fiatmio.cc/ - really a small social network – that created a workspace for exchange of dialog between Fiat drivers and car designers. Drivers posed and answered questions about features and functions they’d like to see. They told Fiat EXACTLY what they wanted to see via social media. This is the ultimate engagement, and exercise of trust between brand and consumer.More info: http://adage.com/article/global-news/top-social-media-campaigns-brazil-china-hungary/227440/#auto#b2c#innovate#learn#youtube
  • As you can see from the graphic above, Mio has generated well over 2 million visits to the social forum, almost 45k comments, and nearly 11,000 ideas submitted to the program. Truly an innovative approach at product development.
  • Define how open well.

Social Media Marketing-Brazil Social Media Marketing-Brazil Presentation Transcript