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Social Media in the Emerging Markets: The Brazilian Job

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The sixth largest economy in the world is also home to a hyper-connected and engaged audience. Grabbing the attention and conquering the hearts of Brazilians often happen when groundbreaking creative is mixed with popular culture and delivered in a timely manner. However, the land of international soap operas and carnival also supports a critical audience that can be turned into any advertiser or public relations strategist’s worst nightmare.

This session will explain what online engagement means in Brazil, showcase best practices and provide insights into how Brazilians are spending their money locally and overseas.

Presentation delivered by @betofaria and @vheringer at the 2012 Podcamp Toronto

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Social Media in the Emerging Markets: The Brazilian Job

  1. 1. Social Media in Emerging Markets The Brazilian Job Roberto Veronica @betofaria @vheringerMonday, March 5, 2012
  2. 2. Brazil Agenda Past and Recent Years Internet User Profile and Habits Social Media Main Networks - Orkut vs Facebook Online KeyInfluencers Brands and Engagement Successful Campaigns Recommendations The FutureMonday, March 5, 2012
  3. 3. Brazil +192 million ppl GDP - $2.294 trillion (6th) São Paulo (City) - 11 million ppl Source: IBGE Stats CanadaMonday, March 5, 2012
  4. 4. Brazil +192 million ppl +33 million ppl GDP - $2.294 trillion (6th) $1.391 trillion (14th) São Paulo (City) - 11 million ppl Toronto - 2.5 million ppl Source: IBGEMonday, March 5, 2012 Stats Canada Canada
  5. 5. But it wasn’t always like this (or, understanding the Brazilian behaviour)Monday, March 5, 2012
  6. 6. A little bit of history 1500 to 1822 - Colony of Portugal Friends of the Royal Family were benefited by that *1808 - Transfer of the Portuguese Court to Brazil Brazil = Europe?Monday, March 5, 2012
  7. 7. A little bit of history 1500 to 1822 - Colony of Portugal Friends of the Royal Family were benefited by that *1808 - Transfer of the Portuguese Court to Brazil Brazil = Europe? Duality Exploited x Status MimickingMonday, March 5, 2012
  8. 8. Brazilians admire the “conqueror” way of life and demonstrate that by mimicking it. Photo: http://stockingisthenewplanking.comMonday, March 5, 2012
  9. 9. Brazilians admire the “conqueror” way of life and demonstrate that by mimicking it. But always with a twist. Photo: http://stockingisthenewplanking.comMonday, March 5, 2012
  10. 10. Brazil, the recent yearsMonday, March 5, 2012
  11. 11. Monday, March 5, 2012
  12. 12. Brazilian Population 100 4 75 38 50 58 25 0 1993 A+B C D+E Source: FGVMonday, March 5, 2012
  13. 13. Brazilian Population 100 12 75 55 50 25 33 0 2011 A+B C D+E Source: FGVMonday, March 5, 2012
  14. 14. Brazilian Population 100 12 75 67% 50 55 128,000,000 ppl 25 33 0 2011 A+B C D+E Source: FGVMonday, March 5, 2012
  15. 15. Internet 40 million 23 million 20% users in 2010 in Canada yearly growth 31% reach 63% 53% 15 - 35 years old Global average. 24h 22h hours/month Global average Source: comScore Media Metrix, Dec. 2010Monday, March 5, 2012
  16. 16. User Profile 100 75 50 25 0 2011 A+B C D+E Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  17. 17. User Profile 77% 100 75 50 49% 25 0 17% 2011 A+B C D+E Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  18. 18. User Profile 77% 100 12 - 15 83% 75 16 - 24 84% 25 - 34 60% 50 49% 35 - 44 42% 25 45 - 59 24% 0 17% 60+ 7% 2011 A+B C D+E Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  19. 19. Monday, March 5, 2012
  20. 20. 81%Monday, March 5, 2012
  21. 21. Access - How often? Everyday 4-6 2-3 Once a Once every Once a Less than days/week days/week week 15 days month once a month Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  22. 22. Access - How often? Everyday 4-6 2-3 Once a Once every Once a Less than days/week days/week week 15 days month once a month 90% at least once a week Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  23. 23. Access - How often? The higher the Income and Education, the higher the frequency Everyday 4-6 2-3 Once a Once every Once a Less than days/week days/week week 15 days month once a month 90% at least once a week Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  24. 24. Access - Where? 31 27 28 25 22 19 20 12 12 11 10 8 6 5 Home Lan House Mobile Device Friends House Work School/ University Free Access Places Apr/ 10 Aug/ 11 Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  25. 25. Access - Where? Technically tied 31 27 28 25 22 19 20 12 12 11 10 8 6 5 Home Lan House Mobile Device Friends House Work School/ University Free Access Places Apr/ 10 Aug/ 11 Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  26. 26. Access - Where? Source: F/Radar 10, Aug. 2011 comScore jan/12Monday, March 5, 2012
  27. 27. Access - Where? 2,200 Movie Theatres 108,000 Lan Houses 2,600 Bookstores 5,000 Public Libraries Source: F/Radar 10, Aug. 2011 comScore jan/12Monday, March 5, 2012
  28. 28. Access - Where? 2,200 Movie Theatres 108,000 Lan Houses 2,600 Bookstores 5,000 Public Libraries 245 million active mobile devices 125 devices / each 100 habitants (jan/12) There are more mobile broadband users (3G) than cable broadband (adsl) users. Source: F/Radar 10, Aug. 2011 comScore jan/12Monday, March 5, 2012
  29. 29. Brazil and Social Media 14 22 23 25 26 26 27 28 37 41 86 78 77 75 74 74 73 72 63 59 Brazil Italy Spain Japan USA UK France Australia Germany Switzerland Online Population Source: The Nielsen Company, 2010 Social Media Reach and UsageMonday, March 5, 2012
  30. 30. 23.7% 40% growth in one year penetration Sources: comScore Media Metrix, Mar. 2011, LinkedIn.com Semiocast, 2012Monday, March 5, 2012
  31. 31. 23.7% 40% growth in one year penetration 6th audience in the world Sources: comScore Media Metrix, Mar. 2011, LinkedIn.com Semiocast, 2012Monday, March 5, 2012
  32. 32. 23.7% 40% growth in one year penetration 6th audience in the world 7 million accounts (Apr./ 10) Sources: comScore Media Metrix, Mar. 2011, LinkedIn.com Semiocast, 2012Monday, March 5, 2012
  33. 33. Once there was Quietly launched in 2004 by invitation only! Source: Orkut.comMonday, March 5, 2012
  34. 34. Once there was Quietly launched in 2004 by invitation only! Rank Fans, Trusty, Cool, Sexy Source: Orkut.comMonday, March 5, 2012
  35. 35. Once there was Quietly launched in 2004 by invitation only! Rank Fans, Trusty, Cool, Sexy Communities Source: Orkut.comMonday, March 5, 2012
  36. 36. Once there was Quietly launched in 2004 by invitation only! Rank Fans, Trusty, Cool, Sexy Communities August, 2008 operations and management transferred from Source: Orkut.com California to Brazil.Monday, March 5, 2012
  37. 37. but then came Source: comScore Media Metrix - Dec. 2011Monday, March 5, 2012
  38. 38. but then came 36 million UVs - Dec/ 2011 192% growth past 12 months 231 friends Source: comScore Media Metrix - Dec. 2011Monday, March 5, 2012
  39. 39. 40 36 5% 34 30 28% 31 24 192% 20 12 10 258% 4 0 2009 2010 2011 Source: comScore Media Metrix - Dec. 2011Monday, March 5, 2012
  40. 40. How TV still influences media consumptionMonday, March 5, 2012
  41. 41. TV Globo Weekday Schedule !"#$%&(%)* +,* -./01* 2+,* -%.*;.4/%1* 2<,* 3451* +2,* 6%/7408* 9:,*Monday, March 5, 2012
  42. 42. Owned MediaMonday, March 5, 2012
  43. 43. TV as a Top Influencer #CalaBocaGalvaoMonday, March 5, 2012
  44. 44. TV as a Top Influencer #CalaBocaGalvaoMonday, March 5, 2012
  45. 45. Worldwide trending topic for 2 weeks International coverage Lady Gaga new single Ethan Zuckerman mentions during his TED TalkMonday, March 5, 2012
  46. 46. TV Influencers as Online InfluencersMonday, March 5, 2012
  47. 47. Online Key Influencers embraced by TVMonday, March 5, 2012
  48. 48. Brands and the Digital SpaceMonday, March 5, 2012
  49. 49. Engagement 32% Do you 30% follow or like Brands or Corporations? 23% 21% Source: F/Radar 10, Aug. 2011 twitter msn orkut facebookMonday, March 5, 2012
  50. 50. 11% 8% 7% 7% to praise/ to share to join a to complain refer it content promotion published by the brand Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  51. 51. Successful CampaignsMonday, March 5, 2012
  52. 52. How do you advertise and challenge taboos?Monday, March 5, 2012
  53. 53. Monday, March 5, 2012
  54. 54. How do you advertise by breaking the rules?Monday, March 5, 2012
  55. 55. Monday, March 5, 2012
  56. 56. How do you advertise and spread some love?Monday, March 5, 2012
  57. 57. Monday, March 5, 2012
  58. 58. How do you sell a 100 year old author for the Gen Y?Monday, March 5, 2012
  59. 59. Monday, March 5, 2012
  60. 60. Recommendations Be culturally sensitive Memes are great, but be associated to a meme that promotes your brand Don’t impose your content on your audience Remember: Brazilians will change, bend and adapt your overall messageMonday, March 5, 2012
  61. 61. Recommendations Brazilian Class C is a growing market Source: RazorFish – The StampedeMonday, March 5, 2012
  62. 62. Recommendations Invest in your creative to generate earned mediaMonday, March 5, 2012
  63. 63. but what about the FUTURE?Monday, March 5, 2012
  64. 64. “One of the special things about Brazil is that it is ‘leapfrogging’ trends. For example, people are jumping straight from not having used technology at all to having smartphones.” Olga Martinez Garcia, Diageo’s Marketing and Innovation Director for Latin AmericaMonday, March 5, 2012
  65. 65. Mobile Revolution When did you buy your phone? 30 26 24 18 18 16 15 12 12 12 12 5 Less than 3 months 4 to 6 months 7 to 12 months 12 to 18 months 18 to 24 months More than 24 months Feature Phone Smartphone Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011Monday, March 5, 2012
  66. 66. Mobile Revolution When did you buy your phone? 50% 30 26 24 18 18 16 15 12 12 12 12 5 Less than 3 months 4 to 6 months 7 to 12 months 12 to 18 months 18 to 24 months More than 24 months Feature Phone Smartphone Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011Monday, March 5, 2012
  67. 67. Mobile Revolution When did you buy your phone? quick change on 30 26 the installed base 24 18 18 16 15 12 12 12 12 5 Less than 3 months 4 to 6 months 7 to 12 months 12 to 18 months 18 to 24 months More than 24 months Feature Phone Smartphone Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011Monday, March 5, 2012
  68. 68. Mobile Revolution “I wish there was more mobile-friendly content” 40 37.6 30 20 24 10 12.8 12.4 13.2 0 Agree 4 3 2 Disagree Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011Monday, March 5, 2012
  69. 69. Mobile Revolution “I wish there was more mobile-friendly content” 40 50.4% 37.6 unhappy with 30 current offer 20 24 10 12.8 12.4 13.2 0 Agree 4 3 2 Disagree Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011Monday, March 5, 2012
  70. 70. Mobile Revolution 16% 84% Have made a Never used a purchase using mobile device a mobile device for purchases Around 5 million Brazilians have made purchases through mobile devices Source: F/Radar 10, Aug. 2011Monday, March 5, 2012
  71. 71. Mobile Revolution The number of Digital-TV enabled mobile devices and Cable TV subscribers are almost the same in Brazil. Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011Monday, March 5, 2012
  72. 72. Social Media in Emerging Markets The Brazilian Job Roberto Veronica @betofaria @vheringerMonday, March 5, 2012

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