Have Latin American Media Become Social

HAVELATINAMERICAN MEDIA BECOME SOCIAL ?

What does being “Social” should mean for media? Integrating Social Media tools within the media content and broadcasting Developing Social Media strategies / campaigns in blogs, social networks, etc. in order to create community and generate engagement

What does being “Social” should mean for media? Announcing social network presenceBravo and VH1 have During NBC’s “Meet theencouraged stars to tweet Broadcasting SN activity Press” debate in January,during their shows, hoping viewers were able to seeto build buzz at key Web Forums Facebook comments andmoments queries on screen. Debates Polls / Trivias Blogs2012 was the first time Last year, soccerthat the Super Bowl was tournament ‘Copa America’ Comments was broadcast live viastreamed live YouTube A/V Galleries User-Generated Content

REGIONAL CONTEXT

Regional Context: Internet Penetration Penetration (% Population) 50% 212,401,030 40% 1,897,720,387 Latin America 30% World 20% 10% 0% Source: Internetworldstats.com, June 2011

Regional Context: Internet Penetration Penetration (% Population) 70% 60% Latin America 50% Argentina 40% Chile Colombia 30% Brazil 20% Mexico 10% 0% Source: Internetworldstats.com, June 2011

Regional Context: Internet Internet Penetration Share by Age Group 26 26 22 14 12 15-24 World 25-34 35-44 Latam 33 29 20 11 7 45-54 55+ 0% 20% 40% 60% 80% 100% Source: comScore, May 2011

Regional Context: Internet Internet usage share in Latam (%) 4 3 Brazil 7 41 Mexico 13 Argentina 13 Colombia 19 Chile Peru Others Source: comScore, May 2011

Regional Context: Social Media Latam Social Network Visitors: Growth (millions) Source: comScore, September 2011

Regional Context: Social Media Social Network Users by Gender and Age 100 100 7 55 and 11 over 80 49 80 45-54 20 Women 60 60 35-44 Men 29 40 40 25-34 51 20 20 33 15-24 0 0 Source: comScore, September 2011

Regional Context: Social Media Most Popular Social Networks (000) 100,000 Facebook 90,000 Windows Live 80,000 Orkut 70,000 Twitter 60,000 Badoo 50,000 Slideshare 40,000 Sonico 30,000 LinkedIn 20,000 MySpace 10,000 Fotolog 0 Source: comScore, September 2011

Regional Context: Social Media Brazil: Most Popular Social Networks (000) Source: comScore, December 2011

Regional Context: Social Media Top 20 Countries in Terms of Twitter Accounts Source: Semiocast, 2012

Regional Context: Social Media Source: comScore, December 2011

Regional Context: Social Media Mexico: Most Popular Social Networks (000) 20,000 Facebook 18,000 Windows Live 16,000 Twitter 14,000 MySpace 12,000 Slideshare 10,000 Fotolog 8,000 Badoo 6,000 Sonico 4,000 Metroflog 2,000 Devianart 0 Source: comScore, September 2011

Regional Context: Social Media Argentina: Most Popular Social Networks (000) 12,000 Facebook Windows Live 10,000 Twitter 8,000 Fotolog LinkedIn 6,000 Sonico Badoo 4,000 Slideshare 2,000 Yahoo! Pulse MySpace 0 Source: comScore, September 2011

Regional Context: Social Media Chile: Most Popular Social Networks (000) 7,000 Facebook Windows Live 6,000 Twitter 5,000 Fotolog 4,000 LinkedIn Sonico 3,000 Badoo 2,000 Slideshare 1,000 Yahoo! Pulse MySpace 0 Source: comScore, September 2011

Regional Context: Social Media Colombia: Most Popular Social Networks (000) 12,000 Facebook Windows Live 10,000 Twitter 8,000 Slideshare Badoo 6,000 Sonico Fotolog 4,000 MySpace 2,000 LinkedIn Scibd 0 Source: comScore, September 2011

SOCIAL MEDIA ADOPTIONBY LATIN AMERICAN MEDIA

The Use of Social Media in Latam How is Social Media used by companiesArgentina: Chile: Colombia: Mexico:Most media have Mostly TV and TV networks, some  TV stations andadopted SM, many print press print media and big mediaof them being  Some listening to radio stations have companies arereactive create better increasingly social driving social mediaMost of them contents suited to presence, especially efforts and trendsrepublish content, audiences. on Twitter and within the country:with little interaction Facebook blogs, Twitter and(but good Facebook presence,exceptions) special YouTube broadcasts

The Use of Social Media in Latam Strategies within social networks to create community and conversationsArgentina: Chile: Colombia: Mexico:TV: show profiles,  Some interaction: Companies have Most companiespolling and seeking questions, replies, followed global use SM to promoteinteraction retweets trends, with the contents, but big Celebrities and Facebook seen as purpose of “having media groups have“top shows” have an important tool for presence”, but now started developingsocial network generating traffic they have evolved engagementpresence TV shows taking and some have strategiesRadio: online Twitter as a content defined strategies  Engagementbroadcast with the guide Some promote between theiroption to comment Other TV shows use reader participation talent andMost of them social networks to for content audiences duringfocused on getting adjust their contents generation sports broadcasts:fans and followers according to trolling live Twitter tickers

The Use of Social Media in Latam Strategies within social networks to create community and conversationsArgentina: Chile: Colombia: Mexico: Use of blogs and Widespread use of Although EngagementFacebook Social across all interaction is focused oninteraction. Some media (especially TV generally not a big Facebookvery engaged with and online press), part of SM strategies Talent (anchormen,their own with heavy in companies, there presenters, actors,communities Facebook / Twitter is a strong focus on etc.) use social use by leading user-generated media to promote journalists and content their current shows hosts and activities Some media use of  A radio show Radian 6 to monitor generates SM activity participation by promoting their hasthtag

SOME GOOD EXAMPLES

Social Media Adoption: Argentina lanacion.com: 48 specialized blogs

Social Media Adoption: Argentina lanacion.com: 36 official Twitter accounts! – News feed, no interaction

Social Media Adoption: Argentina lanacion.com: 218,876 likes. Polls, conversations. High engagement

Social Media Adoption: Argentina140: an online journal about the hottest on Twitter created by the Perfil newspaper

Social Media Adoption: Argentinaeldoceblog: Created by Channel 12 in Cordoba, allowing people to post photos and videos

Social Media Adoption: Argentina Jorge Rial: Showbiz journalist with high influence on Twitter

Social Media Adoption: ChileEl Mostrador: First digital newspaper in Chile, creating presence through Facebook and Twitter

Social Media Adoption: Chile La Tercera newspaper has an online section dedicated to blogs by category

Social Media Adoption: Chile El Mercurio’s page dedicated to all Twitter accounts, by section (lists) and journalist

Social Media Adoption: Colombia Reporteros 24 is an online “newspaper” made for citizens by a TV network

Social Media Adoption: Colombia RCN Network has over half a million likes on its Facebook page

Social Media Adoption: Mexico Televisa has an online section dedicated to blogs written by journalists

Social Media Adoption: Mexico Televisa Deportes’ Facebook page

Social Media Adoption: Mexico Pages dedicated to specific shows

Social Media Adoption: Mexico Sports and news are the most important topics

Social Media Adoption: Mexico Televisa’s Mobile Apps

Social Media Adoption: MexicoAztecaVision Shift  They changed the name of the company from TV Azteca to Azteca because they see themselves as a content production companyVirtuous circle of audience loyalty  Azteca’s objective in social media is to generate engagement for viewers with the network and other viewers while they consume contents on a large screen (TV)  Products such as sports or news that are more suited to this - people are very willing to discuss and share  Specific performances such as soccer, NFL or the Oscars generate great engagement  SMS interaction and voting  Special content transmission via YouTube such as the Red Carpet  Generate engagement with talent and young audiences  Support with content production, training and guidelines  So far they don’t use social media to make decisions of programming or contentLearnings  1st Challenge: changing mindsets within the organization (employees, producers, etc.)  2nd Learning on listening: qualitative metrics must eventually become quantitative and avoid reacting

Social Media Adoption: MexicoAzteca Azteca’s Facebook page

Social Media Adoption: MexicoAzteca Azteca even uses its Facebook sports page to narrate soccer games and offers advertising

Social Media Adoption: MexicoAztecaInnovation: IrreverenTV  YouTube content lab / strategic partnership

Social Media Adoption: Mexico Reforma offers a section for sharing reader’s blogs, videos and photos

CONCLUSIONS

Conclusions In general, Latin American media understand the importance of the Web and SocialMedia, responding to the growth and demand within the different Countries Many companies are still using Social Media only to post content and gain followers,but some have developed clear and successful strategies The big media groups are the most active, but there are some good examples of localmedia doing great things Celebrities and top shows are used as means for gaining more engagement and rating Sports are a big magnet for generating followers and interaction

Challenges Going beyond presence and content-posting, generating more engagement with users Promoting a new social-oriented mindset within the organizations, includingemployees, producers and talent Creating clear guidelines and policies for taking good advantage of the benefits ofSocial Media Using Social Media metrics and feedback to really promote engagement withaudiences and improve contents

Have Latin American Media Become Social? -Have Latin American media understood the importance of the Web and Social Media? -Cultural, demographic and political differences that impact use and adoption of Social Media within the region - Are media responding to the usage, growth and demand of Social Media in the region? -What has determined the success of certain media in Latin America in the implementation of Web and Social Media strategies? - How is Latin America’s approach to Social Media different from the U.S.? - Main challenges

Have Latin American Media Become Social

by Mundo Contact on Mar 16, 2012

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