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.

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  • Interesting Neilsen study showing Brazil as tops in social media engagement overall. 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 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.
  •’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, 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: – as such, 0.5% engagement would represent a very high degree of fan engagement.#dialog#support#facebook#cosmetics#brazil
  • 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
  •!/BancoCentralBR 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.
  • 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:
  • Avianca Colombia:!/avianca_comAviancaBrasil:!/sacavianca_brAviancaBrasil 2:!/AviancaBrasilAviancaBrasil on Facebook: 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
  •!/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 - 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:
  • 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

    1. Creating Winning Social Media Strategies<br />Charlene Li<br />Altimeter Group<br />Twitter: @charleneli<br />Email:<br />1<br />
    2. 2<br />
    3. OUT ofCONTROL?<br />© 2011 Altimeter Group<br />
    4. 4<br />© 2011 Altimeter Group<br />
    5. 5<br />© 2011 Altimeter Group<br />
    6. 6<br />How to give up control<br />but still be in command<br />© 2011 Altimeter Group<br />
    7. It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
    8. STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
    9. STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
    10. 10<br />Four goals define your Open Strategy<br />
    11. Track brand mentions with basic tools<br />11<br />What would happen if every employee could learn from customers?<br />
    12. Shoppers want to be “known”<br />12<br />I walk into the store<br />Store knows it’s me<br />Give me offers<br />And plans my visit<br />
    13. Engagement Pyramid<br />13<br />
    14. Engagement Pyramid Data<br />14<br />Source: Global Wave Index Wave 2,, January 2010<br />
    15. People in B2B use social media for work<br />15<br />Source: 2009 Business Social Media Benchmarking Study(n=2,393) <br />
    16. Define Your Strategy With Goals<br />16<br />
    17. Conversations, not messages<br />Human, not corporate<br />Continuous, not episodic<br />The New Normal<br />17<br />
    18. Boeing uses blogs to engage<br />18<br />
    19. And then tweets to amplify<br />19<br />
    20. L’Oreal Paris Brasil facilitates engagement with individual attention<br />20<br />
    21. 21<br />Oral-B Brasil follows L’Oreal’s lead…<br />
    22. The Central Bank of Brazil shares articles on twitter<br />22<br />
    23. Kohl’s engages directly with customers<br />23<br />
    24. 24<br />Also encourage dialog inside the company<br />
    25. Define Your Strategy With Goals<br />25<br />
    26. How DellOutlet drives sales with Support<br />26<br />
    27. Solarwinds’ community is strategic<br />27<br />
    28. Premier Farnell supports engineers with community, and employees with “OurTube”<br />28<br />
    29. Twitter must adjust to account for Brazil’s explosive growth<br />29<br />
    30. Avianca takes an integrated approach at improving the customer experience<br />30<br />
    31. Brazilian politicians provide campaign support via Twitter<br />31<br />
    32. Brazilian politicians provide campaign support via Twitter<br />32<br />
    33. Define Your Strategy With Goals<br />33<br />
    34. Starbucks involves 50 people around the organization in innovation<br />Over 100 ideas have been implemented<br />
    35. P&G goes outside for innovation<br />35<br />P&G made outside-in innovation a priority<br />
    36. P&G developed technology from diaper research<br />Reached out to competitor Clorox to form a new joint venture<br />Helped Glad become Clorox’s second largest brand<br />Success story: Glad Press’n Seal<br />36<br />
    37. Fiat Mio, the world’s first crowdsourced car<br />37<br />
    38. Mio by the numbers<br />38<br />
    39. ModCloth has customers merchandise new products<br />39<br />
    40. STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
    41. STRATEGY<br />ORGANIZATION <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
    42. Leaderships means having followers<br />42<br />“Leadership is a relationship between those who aspire to lead and those who choose to follow.”<br />- From “The Leadership Challenge”<br />
    43. Open Leadership<br />43<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />© 2011 Altimeter Group<br />
    44. Traits of Open Leaders<br />44<br />Authenticity<br />Transparency<br />
    45. Transparency as an imperative<br />45<br />
    46. How Best Buy created Open Leaders<br />46<br />© 2011 Altimeter Group<br />
    47. Barry’s first post<br />47<br />
    48. Retailer Best Buy has 2,500 employees providing support via Twitter<br />48<br />
    49. Open Leadership<br />49<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />Openness audit at<br />© 2011 Altimeter Group<br />
    50. Developing Open Leaders<br />© 2010 Altimeter Group<br />
    51. “You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.”<br /> - Marc Benioff, CEO of<br />© 2010 Altimeter Group<br />
    52. STRATEGY<br />ORGANIZATION <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
    53. STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
    54. #1 Align social with key Strategic Goals<br />54<br />Examine your 2011 & 2012 goals<br />Pick ones where social will have an impact <br />Start small, but now<br />
    55. #2 Create a Culture of Sharing<br />55<br />
    56. Blogs establish thought leadership<br />56<br />CEO Richard Edelman has been blogging consistently since September 2004.<br />
    57. #3 Discipline is Needed to Succeed<br />57<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />Adapted from US Air Force Comment Policy<br />Let post stand and monitor.<br />© 2011 Altimeter Group<br />
    58. No relationships are perfect<br />Google’s mantra:“Fail fast, fail smart”<br />#4 Master the Art of Failure<br />58<br />© 2011 Altimeter Group<br />
    59. 59<br />Create <br />Sandbox <br />Covenants<br />© 2011 Altimeter Group<br />
    60. It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
    61. Charlene Li<br /><br /><br />Twitter: charleneli<br />For slides, send an email to<br />For more information & to buy the book<br />visit<br />© 2011 Altimeter Group<br />