LATIN AMERICAN
MEDIA BECOME
SOCIAL
?
HAVE
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
Web Forums
Debates
Blogs
Comments
A/V Galleries
User-Generated Content
Polls / Trivias
Announcing social network presence
Broadcasting SN activity Bravo and VH1 have encouraged stars to tweet during their shows, hoping to build buzz at key moments
During NBC’s “Meet the Press” debate in January, viewers were able to see Facebook comments and queries on screen.
Last year, soccer tournament ‘Copa America’ was broadcast live via YouTube
2012 was the first time that the Super Bowl was streamed live
What does being “Social” should mean for media?
REGIONAL CONTEXT
Regional Context: Internet Penetration
Penetration (% Population)
Source: Internetworldstats.com, June 2011
0%
10%
20%
30%
40%
50%
Latin America
World
212,401,030
1,897,720,387
Regional Context: Internet Penetration
Penetration (% Population)
Source: Internetworldstats.com, June 2011
0%
10%
20%
30%
40%
50%
60%
70%
Latin America
Argentina
Chile
Colombia
Brazil
Mexico
Regional Context: Internet
0% 20% 40% 60% 80% 100%
Latam
World
33
26
29
26
20
22
11
14
7
12 15-24
25-34
35-44
45-54
55+
Source: comScore, May 2011
Internet Penetration Share by Age Group
Regional Context: Internet
41
19
13
13
7 4 3
Internet usage share in Latam (%)
Brazil
Mexico
Argentina
Colombia
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
Source: comScore, September 2011
0
20
40
60
80
100
51
49
Women
Men
0
20
40
60
80
100
33
29
20
11
7 55 and over
45-54
35-44
25-34
15-24
Regional Context: Social Media
Most Popular Social Networks (000)
Source: comScore, September 2011
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000 Facebook
Windows Live
Orkut
Badoo
Slideshare
Sonico
MySpace
Fotolog
Regional Context: Social Media
Brazil: Most Popular Social Networks (000)
Source: comScore, December 2011
Regional Context: Social Media
Source: Semiocast, 2012
Top 20 Countries in Terms of Twitter Accounts
Regional Context: Social Media
Source: comScore, December 2011
Regional Context: Social Media
Mexico: Most Popular Social Networks (000)
Source: comScore, September 2011
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000 Facebook
Windows Live
MySpace
Slideshare
Fotolog
Badoo
Sonico
Metroflog
Devianart
Regional Context: Social Media
Argentina: Most Popular Social Networks (000)
Source: comScore, September 2011
0
2,000
4,000
6,000
8,000
10,000
12,000 Facebook
Windows Live
Fotolog
Sonico
Badoo
Slideshare
Yahoo! Pulse
MySpace
Regional Context: Social Media
Chile: Most Popular Social Networks (000)
Source: comScore, September 2011
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000 Facebook
Windows Live
Fotolog
Sonico
Badoo
Slideshare
Yahoo! Pulse
MySpace
Regional Context: Social Media
Colombia: Most Popular Social Networks (000)
Source: comScore, September 2011
0
2,000
4,000
6,000
8,000
10,000
12,000 Facebook
Windows Live
Slideshare
Badoo
Sonico
Fotolog
MySpace
Scibd
SOCIAL MEDIA ADOPTION BY LATIN AMERICAN MEDIA
The Use of Social Media in Latam
How is Social Media used by companies
Mexico: TV stations and big media companies are driving social media efforts and trends within the country: blogs, Twitter and Facebook presence, special YouTube broadcasts
Colombia: TV networks, some print media and radio stations have increasingly social presence, especially on Twitter and Facebook
Chile: Mostly TV and print press Some listening to create better contents suited to audiences.
Argentina: Most media have adopted SM, many of them being reactive Most of them republish content, with little interaction (but good exceptions)
The Use of Social Media in Latam
Mexico: Most companies use SM to promote contents, but big media groups have started developing engagement strategies Engagement between their talent and audiences during sports broadcasts: live Twitter tickers
Colombia: Companies have followed global trends, with the purpose of “having presence”, but now they have evolved and some have defined strategies Some promote reader participation for content generation
Chile: Some interaction: questions, replies, retweets Facebook seen as an important tool for generating traffic TV shows taking Twitter as a content guide Other TV shows use social networks to adjust their contents according to trolling
Argentina: TV: show profiles, polling and seeking interaction Celebrities and “top shows” have social network presence Radio: online broadcast with the option to comment Most of them focused on getting fans and followers
Strategies within social networks to create community and conversations
The Use of Social Media in Latam
Strategies within social networks to create community and conversations
Mexico: Engagement focused on Facebook Talent (anchormen, presenters, actors, etc.) use social media to promote their current shows and activities A radio show generates participation by promoting their hasthtag
Colombia: Although interaction is generally not a big part of SM strategies in companies, there is a strong focus on user-generated content
Chile: Widespread use of Social across all media (especially TV and online press), with heavy Facebook / Twitter use by leading journalists and hosts Some media use of Radian 6 to monitor SM activity
Argentina: Use of blogs and Facebook interaction. Some very engaged with their own communities
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: Argentina
140: an online journal about the hottest on Twitter created by the Perfil newspaper
Social Media Adoption: Argentina
eldoceblog: 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: Chile
El 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: 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
Azteca’s Facebook page
Social Media Adoption: Mexico Azteca
Azteca even uses its Facebook sports page to narrate soccer games and offers advertising
Social Media Adoption: Mexico Azteca
Innovation: IrreverenTV
YouTube content lab / strategic partnership
Social Media Adoption: Mexico Azteca
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 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
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
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
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