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2011 Edelman Trust Barometer Argentina

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The 2011 Edelman Trust Barometer findings for Argentina and Latin America.

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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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2011 Edelman Trust Barometer Argentina

  1. 1. 1 Trust Barometer 2011 Junio 2011 - Resultados de Argentina
  2. 2. Claves del Edelman Trust Barometer • Undécima edición del Estudio Anual • 5.075 personas en 23 países • 25 a 64 años, con nivel universitario • Entre el 25% más alto de ingresos por grupo familiar por país • Reconocen un consumo de medios significativo, así como un interés en noticias de negocios y política pública • Países de Latinoamérica seleccionados: Argentina, Brasil, México2
  3. 3. 2010-20113 en perspectiva
  4. 4. Aumenta la confianza en todas las instituciones a nivel mundial 2010 2011 Confianza en las instituciones – Global 61% 57% 56% 54% 52% 47% 49% 45% +4 +2 +5 +44 ONGs Empresas Gobierno Medios
  5. 5. América Latina confía más en todas las instituciones; ONGs, las instituciones más confiables en Argentina Global América Latina Argentina Confianza en las instituciones 78% 75% 70% 67% 62% 63% 61% 60% 56% 54% 54% 51%5 ONGs Empresas Gobierno Medios
  6. 6. Argentina tiene una fuerte confianza en las empresas, pero es más baja que en México y Brasil 2010 2011 Confianza en las empresas (2010-2011) Quiénes confían 81% 81% 75% 76% 69% 62% 63% 54% 56% 54% 46%6 +2 +19 -8 Global América Estados México Brasil 0% Argentina Latina Unidos
  7. 7. En Argentina, cerca de la mitad confía en el Gobierno 2010 2011 Confianza en el Gobierno (2010-2011) Quiénes confían Neutral Quiénes no confían 85% 61% 62% 52% 51% 54% 47% 46% 40% 41% 42%7 +5 +23 -6 Global América Estados Brasil 0% Argentina México Latina Unidos
  8. 8. Confianza en medios de comunicación, moderadamente fuerte 2010 2011 Confianza en Medios (2010 – 2011) Quiénes confían 73% 67% 67% 64% 59% 60% 54% 49% 45% 38% 27%8 +4 +19 -11 Global América Estados Brasil México 0% Argentina Latina Unidos
  9. 9. Argentina confía más en las empresas con sede en Alemania y Brasil Confianza de Argentina en las empresas con sede en cada país 87% 84% 82% 81% 81% 81% 79% 78% 77% 74% 69% 66% 64% 56% 55% 52% 47%9 ia il a á a n a ia . da ña da lia ia ur na a U as añ ad iz ci di pó an ec us lS .U Ita pa hi an an Su an In Br et an Ja R Su em C EE de ol Es Irl Fr Br C H Al ea n ra or G C
  10. 10. Tecnología y biotecnología, las industrias más confiables en Argentina Argentina Confianza en Industrias Tecnología 86% Biotecnología 86% Automotriz 79% Comidas y bebidas 78% Farmacéuticas 77% Cervezas y bebidas espirituosas 76% Telecomunicaciones 74% Bienes de consumo empaquetados 74% Energía 73% Productos de salud personales 72% Retail 69% Entretenimiento 68% Medios 67% Seguros 59%10 Bancos 46% Servicios Financieros 46%
  11. 11. Empresa y sociedad:11 Hacia el valor compartido
  12. 12. Lo más importante para la reputación corporativa: calidad, transparencia, bienestar de los empleados, confianza Global Factores de Reputación Ofrece productos o servicios de alta calidad 69% Tiene prácticas de negocios transparentes y honestas 65% Es una compañía en la que puedo confiar 65% Trata bien a los empleados 63% Comunica frecuente y honestamente sobre el estado de sus negocios 55% Los precios de sus marcas son justos y competitivos 55% Es un buen ciudadano corporativo 51% Es un innovador de productos, servicios o ideas 46% Tiene un respetado y admirado liderazgo 39%12 Ofrece retornos financieros consistentes a los inversores 39%
  13. 13. Lo más importante para la reputación corporativa: calidad, transparencia, bienestar de los empleados, confianza Argentina Factores de Reputación Ofrece productos o servicios de alta calidad 61% Tiene prácticas de negocios transparentes y honestas 60% Es una compañía en la que puedo confiar 64% Trata bien a los empleados 65% Comunica frecuente y honestamente sobre el estado de sus negocios 51% Los precios de sus marcas son justos y competitivos 57% Es un buen ciudadano corporativo 52% Es un innovador de productos, servicios o ideas 43% Tiene un respetado y admirado liderazgo 45%13 Ofrece retornos financieros consistentes a los inversores 44%
  14. 14. Casi 8 de cada 10 están de acuerdo con que los negocios deben alinearse con los intereses de la sociedad y crear valor para los accionistas Las empresas deben crear valor alineado con los intereses de la sociedad incluso si eso significase sacrificar valor para el accionista 91% 89% 89% 85% 85% 85% 82% 81% 81% 80% 79% 78% 74% 73% 72% 71% 71% 67% 63% 62%14 ia C ña na . o C ia á da ia ia lia a a lia a ña a Br ur il n U as ad in di ci ni pó ic an s ec us lS .U ra Ita a hi pa an ne an nt lo éx In et an Ja R Su em EE st de Po ol Es ge do M Fr Br Au H Al Ar ea In n ra or G C
  15. 15. Latinoamérica está de acuerdo en que el Gobierno debe intervenir para garantizar que las empresas se comporten de manera responsable Cree que el gobierno necesita regular las actividades corporativas para asegurar que se estén comportando de manera responsable 82% 74% 73% 70% 69% 66% 63% 63% 62% 61% 61% 57% 56% 56% 53% 53% 53% 50% 49% 48% 44% 42%15 C aña á lia a ia ia lia a na . a da o a il a Es a ña Ja ur n U as ad si in di ni ci i pó ic us ec an lS .U ra Ita hi pa an ne an nt lo In éx Br et an R Su em C EE st de Po ol ge do M Fr Br Au H Al Ar ea In n ra or G C
  16. 16. Guía básica de confianza:16 Un nuevo camino a seguir
  17. 17. En LATAM y en Argentina, un académico o experto es la fuente más creíble para las empresas Voceros creíbles – Argentina Un académico o experto 84% Un experto de tech dentro de la compañía 81% CEO 74% Representante de una ONG 72% Un analista de finanzas o industria 66% Un empleado regular 65% Una persona "como yo" 61%17 Un oficial del gobierno 57%
  18. 18. En Argentina, en situaciones de crisis la gente prefiere escuchar a personas calificadas en la empresa Voceros creíbles Vocero preferido Vocero preferido cuando durante una crisis durante un recall de la comunidad local ha de la empresa producto sido dañada 38% 38% 34% 34% 32% 25% 25% 14% 11% 9% 8% 7% 6%18 5% 3% 3% 4% 1% EO o irm h an ob r o EO o irm h an ob r o EO o irm h an ob r o a a a ha ec rn rn ha ec ha ec rn rn rn rn ul ul ul C C C te ie te ie te ie C nt eg C nt C nt eg eg Ex Ex Ex e R e e R R G G G o o o do do do rt rt rt el el el pe ea pe pe ea ea ld ld ld Ex pl Ex Ex pl pl ia ia ia Em Em Em fic fic fic O O O
  19. 19. Argentina es quien más confía en los motores de búsqueda online, seguidos por fuentes tradicionales, para obtener información en las empresas Argentina Fuentes de Información confiables Motores de búsqueda online 55% Diarios 44% Televisión o noticias de televisión 41% Revistas de interés general o de negocios 41% Radio o noticias de radio 32% Blogs 28% Publicidad de producto o corporativa 21% Sitios para compartir contenido, como YouTube 18% RSS feeds/noticias 15% Comunicaciones corporativas como comunicados 15% Sitios de redes sociales 13%19 Sitios de Microblogging, como Twitter 10%
  20. 20. Los públicos informados en Argentina acuden primero a los diarios y revistas para noticias e información sobre empresas A dónde acuden los públicos informados para noticias e información de las compañías – Argentina Primera Fuente Segunda Fuente Print (diarios/revistas) 21% Nuevas fuentes online 24% Motores de búsqueda online 17% Print (diarios/revistas) 18% Broadcast (radio/TV) 17% Motores de búsqueda online 17% Nuevas fuentes online 15% Broadcast (radio/TV) 15% Website de la compañía 13% Amigos y familia 10% Amigos y familia 9% Website de la compañía 8%20 Social media 9% Social media 8%
  21. 21. Los públicos informados necesitan Información de múltiples fuentes y voces La mayoría necesita oírlo 3 - 5 veces para creerlo Una vez 2 veces 3 veces 4 - 5 veces 6 - 9 veces 10+ veces 4 - 5 veces 19% 3 veces 37% 6% 4% 3-5 veces 56% 5% 2 veces 29%21
  22. 22. Los Beneficios22 de la Confianza
  23. 23. Argentina: A través de la acción personal, la confianza tiene beneficios tangibles Empresas menos confiables Empresas más confiables 100% 67% 73% Se negó a comprar productos y servicios Eligió comprar productos y servicios 100% 59% 66% La criticaron a un amigo/colega La recomendaron a un amigo/colega 100% 44% Pagaron más por productos y servicios 100% 34% 46% Comparte opiniones negativas online Comparte opiniones positivas online 100% 9% 6%23 Acciones vendidas Acciones adquiridas
  24. 24. Argentina: La confianza protege la reputación Cuando no se confía Cuando se confía en una empresa en una empresa 59% creerá información Creerá información negativa tras negativa oírla 1-2 veces tras oírla 1-2 veces Creerá 27% 58% creerá información información 19% positiva tras oírla positiva tras oírla 1-2 veces24 1-2 veces
  25. 25. Conclusiones • Los negocios deben alinear ganancias y propósitos para obtener beneficios sociales • El panorama actual de los medios más el creciente escepticismo requieren múltiples voces y canales • La demanda de autoridad y responsabilidad estableció nuevas expectativas para el liderazgo corporativo • La confianza es un agente protector y da lugar a beneficios tangibles y ventas; la falta de confianza es una barrera para el cambio25
  26. 26. Allan McCrea Steele E: Allan.McCrea@edelman.com T: (+5411) 4315-4020 Edelman Paraguay 610, piso 29 - C1057AAH Buenos Aires, Argentina T: +5411 4315 4020 Email: buenos.aires@edelman.com Twitter: @EdelmanBA Web: Edelman.com.ar26 Gracias!

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