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Uwtwtrbook Tweeting In Latin America
- 1. Tweeting in Latino America by Rubi Romero
- 4. Top: Newspapers @El_Universal_mx Mexico @DiarioUNO Mendoza, Argentina National Local
- 6. @DiarioUNO
- 7. @DiarioUNO
- 8. Top Radio: Radio Cooperativa (Chile) @Cooperativa
- 9. @Cooperativa
- 10. @Cooperativa
- 11. Top: Retail Jumbo (Chile) Falabella (Argentina)
- 12. @Jumbotienda
- 13. @Falabella_com
- 14. TOP: Politics @Marco2010 Presidential Candidate June 19- 3,600 August 2- 8,248 August 18- 11,188 Followers Growth
- 16. @Marco2010
- 17. Finding Keys Cultural Conversation Language Best Technology Venue
Editor's Notes
- As the used of Twitter has been implemented in more parts of the world, it is important to study the use of it outside the United States. The internet and mobile technology penetration rate, shows that there is about 303 million market in Latin-America. For example According to Twitter Score: Brazil, Mexico, Argentina and Chile are among the 32 top locations for Twitter. According to Budde Comme, one of the largest glogal telecommunications research on the web mobile: Argentina has a 98.7% of penetration rate and Chile 80%. According to another research made by China CCM Brazil has 78.9% and Mexico 74.1% of mobile penetration rate. Considering the population this means the above numbers. Both studies in 2009. According to Internet World Statistics: Argentina (40,913,584) Brazil (191,908,598) Chile (16,454,143) Mexico (109,955,400) and internet penetration rates of: Argentina (20M) Brazil (67.5M) Chile (8,227,071) with the highest penetration rate and Mexico (23.9M) Other facts: Total Market in Latin America according to a Mobile Internet User Experience research, there are 308 million people who own a mobile phone. Total internet users in Latin America is 169,720,740 Million. References: http://twitterscore.net/high-scores-by-location http://www.chinaccm.com/4S/4S16/4S1605/news/20090723/094007.asp http://www.budde.com.au/Research/2008-Latin-America-Telecoms-Mobile-and-Broadband-in-Southern-Cone.html http://www.internetworldstats.com/stats10.htm http://research.nokia.com/files/Otero-LatinAmerica.pdf
- Sectors I studies: media especially newspapers, radio and television. They are using Twitter to keep their audience inform, since Twitter is a platform that allows real time news/updates. Retail: because as the role of the Latino woman has changed and families are faced with more time limitations they can use Twitter to find out the latest offers and buy online. Especially with the high penetration rate that mobile technology has in that part of the world and because Twitter can be accessed via text message. Latino Women Rol http://www.latinpedia.net/Sociedad/mujer/El-rol-de-la-mujer-en-las-sociedades-latinoamericanas-ad950.htm and http://www.slideshare.net/NANPENO/rol-de-la-mujer-1688462 Politics: because as a result of the Obama phenomenon with social media especially with Twitter, the use of this microblog is becoming more and more useful for those purposes. Therefore, I’m studying the Presidential Elections in Chile to see if Twitter will have the same effect in this part of the world as it did in the United States.
- El Universal de Mexico is a National well recognized newspaper. It was funded on October 1, 1916 by Felix Fulgencio Palavicin. The main objective back then was to provide information about the Mexican Revolution. For many years, El Universal de Mexico has been one of the most important newspapers in Mexico. On June 17, 2008, this newspaper launched his internet version with vertical online sections: Blogs, Mobile, YouTube, Video TV other social media tools like Facebook and Twitter. Since 2001, El Universal Mx website has become the Hispanic newspaper on line most visited around the world with 507 thousend unique users per day about 5.2 million of unique users per moth. DiarioUNO is a Local paper from Mendoza, Argentina: “A new newspaper for a new Mendoza”. It started to provide news in the area of Mendoza Argentina on June 27, 1993. They started to give a new way to informed in that area. There was only one local newspaper funded since 1882. UNO adopted this name because they want to involve their readers in other words readers and newspaper be ONE which is the translation of UNO.
- El Universal has started to adopt a more conversational tone in Twitter. They try to create an inviting platform, they do polls, they ask the audience what they think about a news in particular. Currently they have: 12,400 followers. They started using twitter on October 9 2008. They only offer important links to the their web, they don’t do it with every headline because they want to avoid look as spam. They create polls, contest and also offer update without links for example in a recent soccer game between Mexico and United States for the World Cup, they provided only tweets with the score no links. No resistance at all for implementation.
- They wanted to use twitter with a radio model, casual, conversational with a personalize, human and young voice with a sense of humor. They have approx. Of 59,000 visits daily. Mendoza has a population of about 169,000 people. What make it so special? The voice of the tweets, sense of humor and their profile which includes a phase that means Why don’t we chat for a little while, huh? It is very rare when they use the same headlines, for example there was a news about Y vos qué te comprarías con los 600 millones de la rescisión del contrato de la AFA? What would you do with the 600M contract cancelation of the AFA Argentine Futbol Association. Or Father or posted a youtube video that a follower sent them to show how much snow was on the street. The Tweets that I classify as corp/marketing are news with links. Personal voice was more about comments, greetings etc. They have included on their web site that they are inTwitter.
- They wanted to use twitter with a radio model, casual, conversational with a personalize, human and young voice with a sense of humor. They have approx. Of 59,000 visits daily. Mendoza has a population of about 169,000 people. What make it so special? The voice of the tweets, sense of humor and their profile which includes a phase that means Why don’t we chat for a little while, huh? It is very rare when they use the same headlines, for example there was a news about Y vos qué te comprarías con los 600 millones de la rescisión del contrato de la AFA? What would you do with the 600M contract cancelation of the AFA Argentine Futbol Association. Or Father or posted a youtube video that a follower sent them to show how much snow was on the street. The Tweets that I classify as corp/marketing are news with links. Personal voice was more about comments, greetings etc. They have included on their web site that they are inTwitter. They didn’t have any resistence and only one person is in charge of the tweets.
- Cooperativa has started to use a more conversational tone, they do their tweets through Twitter feed, but all of the broadcasters have their twitter account in which they have a more open conversation. They like to use twitter because is like a radio feed in current time. Due to the social media boom especially Twitter, (69,000) more and more mobile devises are incorporated social media. Radio Cooperativa was funded back on February 17 1935 in Valparaiso Chile. Cooperativa has been a very important part for Chile during the 50s, 60s and 70s and since then, it has become a leader on audience preference with their programing. It has specialize in the transmission of local and international news and information local and international through the web. They have also incorporated social media, video broadcasting, Podcasting and blogs.
- Jumbo is more like a fred Meyer they have 822 followers and Falabella like JC penny 622 followers. Jumbo in Argentina, but they don’t have a twitter account yet. Falbella has stores in Chile, Colombia, Peru and Argentina.
- Jumbo is one of the first chain of supermarkets that has adopted many of the e-commerce, social media and conversational-human model. They have 9,264 fans, in which they share recipes, current offers and news. They also have a blog, mobile devise application and a electronic system to purchase and door delivery. Jumbo has been able to provide a human presence through social media, it could be a model for other to follow in many parts of Latin America. Especially because they have incorporated the mobile application and mobile has reach critical mass in many parts of Latin America including Brazil and Mexico. I have translated their tweets so that you can see the kind of messages that they post and receive. They only have 157 seven posts because they recently started to use Twitter. Their first tweet was on April 8, 2009 and their first tweets were only promotional, but later they changed into a more conversational way. Very good change, it will be very good to know why this change and to see how this change has impacted their business. To see the screen shots visit Jumbo
- Falabella is one of the largest department stores in Chile and the most important in South America with a presence in Argentina, Perú and Colombia. It was funded back in 1889 by Salvatore Falabella when he opened a tailoring store. During the 60s, Falabella started to expand in Santiago and Concepción in Chile. Twenty years later, the store expanded even more when it launched its CMR Falabella, its own credit card, with the objective to offer a more flexible way to pay for its customers. They started to use Twitter on July 27 of this year. Falabella_com in Argentina implemented Twitter as a tool for their sales online only and they can pick it up at the local store. It is a good way to encourage the online purchasing. Latino America is behind on the online sales, due to lack of trust of online security.
- Marco Enriquez-Ominami, is a presidential candidate that has used the social media to accomplish what Obama did with social media. Many call them Chile’s Obama. In 2005 he was elected as a representative for District #10 that has 12 cities, from 2006-2010. He was elected by a majority and the result was the highest in the district history. As a representative he also serves on the following commissions: Science and Technology and Agriculture. He also led the first Investigative Commission of the State and he is currently president of the Political Chilean Regime Commission. He has proposed around 150 bills, many of them approved or in process. Currently Marco is leading a political, social and cultural movement that pretends to provide the basis for a true change on generational and vocational progressivism, which has placed him for a presidential career that has him as a candidate for the presidency in Chile. He created his twitter account on March 23 of 2009. He is from an independent party. But firs he had to get 36,000 signatures to become an official candidate, he collected 60,000. He did this by using social media. Let’s take a look to his twitter account.
- The other presidential candidate who is closer on twitter is Sebastian pinera con 12,758 followers, but he joined twitter on February 2008 and his first twit was on April 2008. Let’s take a look at his tweets.
- 50% are replies which shows how mush he cares. He states on his profile that he is the author of his tweets. 35% are up dates about what he is doing as a candidate or as a representative of district # 10 . 15% are either personal sharing about reading a story to his daughter or not been able to watch a very popular soap opra.
- Cultural, converstion, language, best technololgy venue