2. 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
3. What does being “Social” should mean for media?
Announcing social network presence
Bravo and VH1 have During NBC’s “Meet the
encouraged stars to tweet Broadcasting SN activity Press” debate in January,
during their shows, hoping viewers were able to see
to build buzz at key Web Forums Facebook comments and
moments queries on screen.
Debates
Polls / Trivias
Blogs
2012 was the first time Last year, soccer
that the Super Bowl was tournament ‘Copa America’
Comments was broadcast live via
streamed live
YouTube
A/V Galleries
User-Generated Content
5. 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
6. 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
7. 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
8. 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
9. Regional Context: Social Media
Latam Social Network Visitors: Growth
(millions)
Source: comScore, September 2011
10. 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
11. 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
12. Regional Context: Social Media
Brazil: Most Popular Social Networks (000)
Source: comScore, December 2011
13. Regional Context: Social Media
Top 20 Countries in Terms of Twitter Accounts
Source: Semiocast, 2012
15. 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
16. 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
17. 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
18. 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
20. The Use of Social Media in Latam
How is Social Media used by companies
Argentina: Chile: Colombia: Mexico:
Most media have Mostly TV and TV networks, some TV stations and
adopted SM, many print press print media and big media
of them being Some listening to radio stations have companies are
reactive create better increasingly social driving social media
Most of them contents suited to presence, especially efforts and trends
republish content, audiences. on Twitter and within the country:
with little interaction Facebook blogs, Twitter and
(but good Facebook presence,
exceptions) special YouTube
broadcasts
21. The Use of Social Media in Latam
Strategies within social networks to create community and conversations
Argentina: Chile: Colombia: Mexico:
TV: show profiles, Some interaction: Companies have Most companies
polling and seeking questions, replies, followed global use SM to promote
interaction 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 developing
social network generating traffic they have evolved engagement
presence TV shows taking and some have strategies
Radio: online Twitter as a content defined strategies Engagement
broadcast with the guide Some promote between their
option to comment Other TV shows use reader participation talent and
Most of them social networks to for content audiences during
focused on getting adjust their contents generation sports broadcasts:
fans and followers according to trolling live Twitter tickers
22. The Use of Social Media in Latam
Strategies within social networks to create community and conversations
Argentina: Chile: Colombia: Mexico:
Use of blogs and Widespread use of Although Engagement
Facebook Social across all interaction is focused on
interaction. Some media (especially TV generally not a big Facebook
very 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
40. Social Media Adoption: Mexico
Azteca
Vision Shift
They changed the name of the company from TV Azteca to Azteca because they see themselves as a
content production company
Virtuous 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 content
Learnings
1st Challenge: changing mindsets within the organization (employees, producers, etc.)
2nd Learning on listening: qualitative metrics must eventually become quantitative and avoid reacting
46. Conclusions
In general, Latin American media understand the importance of the Web and Social
Media, 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 local
media 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
47. Challenges
Going beyond presence and content-posting, generating more engagement with users
Promoting a new social-oriented mindset within the organizations, including
employees, producers and talent
Creating clear guidelines and policies for taking good advantage of the benefits of
Social Media
Using Social Media metrics and feedback to really promote engagement with
audiences and improve contents
48. 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
