Have Latin American Media Become Social

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<p>Diapositiva 1</p> <p>LATIN AMERICAN </p> <p>MEDIA BECOME </p> <p>SOCIAL </p> <p>? </p> <p>HAVE </p> <p>What does being Social should mean for media? </p> <p>Integrating Social Media tools within the media content and broadcasting </p> <p>Developing Social Media strategies / campaigns in blogs, social networks, etc. in order to create community and generate engagement </p> <p>Web Forums </p> <p>Debates </p> <p>Blogs </p> <p>Comments </p> <p>A/V Galleries </p> <p>User-Generated Content </p> <p>Polls / Trivias </p> <p>Announcing social network presence </p> <p>Broadcasting SN activity Bravo and VH1 have encouraged stars to tweet during their shows, hoping to build buzz at key moments </p> <p>During NBCs Meet the Press debate in January, viewers were able to see Facebook comments and queries on screen. </p> <p>Last year, soccer tournament Copa America was broadcast live via YouTube </p> <p>2012 was the first time that the Super Bowl was streamed live </p> <p>What does being Social should mean for media? </p> <p>REGIONAL CONTEXT </p> <p>Regional Context: Internet Penetration </p> <p>Penetration (% Population) </p> <p>Source: Internetworldstats.com, June 2011 </p> <p>0% </p> <p>10% </p> <p>20% </p> <p>30% </p> <p>40% </p> <p>50% </p> <p>Latin America </p> <p>World </p> <p>212,401,030 </p> <p>1,897,720,387 </p> <p>Regional Context: Internet Penetration </p> <p>Penetration (% Population) </p> <p>Source: Internetworldstats.com, June 2011 </p> <p>0% </p> <p>10% </p> <p>20% </p> <p>30% </p> <p>40% </p> <p>50% </p> <p>60% </p> <p>70% </p> <p>Latin America </p> <p>Argentina </p> <p>Chile </p> <p>Colombia </p> <p>Brazil </p> <p>Mexico </p> <p>Regional Context: Internet </p> <p>0% 20% 40% 60% 80% 100% </p> <p>Latam </p> <p>World </p> <p>33 </p> <p>26 </p> <p>29 </p> <p>26 </p> <p>20 </p> <p>22 </p> <p>11 </p> <p>14 </p> <p>7 </p> <p>12 15-24 </p> <p>25-34 </p> <p>35-44 </p> <p>45-54 </p> <p>55+ </p> <p>Source: comScore, May 2011 </p> <p>Internet Penetration Share by Age Group </p> <p>Regional Context: Internet </p> <p>41 </p> <p>19 </p> <p>13 </p> <p>13 </p> <p>7 4 3 </p> <p>Internet usage share in Latam (%) </p> <p>Brazil </p> <p>Mexico </p> <p>Argentina </p> <p>Colombia </p> <p>Chile </p> <p>Peru </p> <p>Others </p> <p>Source: comScore, May 2011 </p> <p>Regional Context: Social Media </p> <p>Latam Social Network Visitors: Growth (millions) </p> <p>Source: comScore, September 2011 </p> <p>Regional Context: Social Media </p> <p>Social Network Users by Gender and Age </p> <p>Source: comScore, September 2011 </p> <p>0 </p> <p>20 </p> <p>40 </p> <p>60 </p> <p>80 </p> <p>100 </p> <p>51 </p> <p>49 </p> <p>Women </p> <p>Men </p> <p>0 </p> <p>20 </p> <p>40 </p> <p>60 </p> <p>80 </p> <p>100 </p> <p>33 </p> <p>29 </p> <p>20 </p> <p>11 </p> <p>7 55 and over </p> <p>45-54 </p> <p>35-44 </p> <p>25-34 </p> <p>15-24 </p> <p>Regional Context: Social Media </p> <p>Most Popular Social Networks (000) </p> <p>Source: comScore, September 2011 </p> <p>0 </p> <p>10,000 </p> <p>20,000 </p> <p>30,000 </p> <p>40,000 </p> <p>50,000 </p> <p>60,000 </p> <p>70,000 </p> <p>80,000 </p> <p>90,000 </p> <p>100,000 Facebook </p> <p>Windows Live </p> <p>Orkut </p> <p>Twitter </p> <p>Badoo </p> <p>Slideshare </p> <p>Sonico </p> <p>LinkedIn </p> <p>MySpace </p> <p>Fotolog </p> <p>Regional Context: Social Media </p> <p>Brazil: Most Popular Social Networks (000) </p> <p>Source: comScore, December 2011 </p> <p>Regional Context: Social Media </p> <p>Source: Semiocast, 2012 </p> <p>Top 20 Countries in Terms of Twitter Accounts </p> <p>Regional Context: Social Media </p> <p>Source: comScore, December 2011 </p> <p>Regional Context: Social Media </p> <p>Mexico: Most Popular Social Networks (000) </p> <p>Source: comScore, September 2011 </p> <p>0 </p> <p>2,000 </p> <p>4,000 </p> <p>6,000 </p> <p>8,000 </p> <p>10,000 </p> <p>12,000 </p> <p>14,000 </p> <p>16,000 </p> <p>18,000 </p> <p>20,000 Facebook </p> <p>Windows Live </p> <p>Twitter </p> <p>MySpace </p> <p>Slideshare </p> <p>Fotolog </p> <p>Badoo </p> <p>Sonico </p> <p>Metroflog </p> <p>Devianart </p> <p>Regional Context: Social Media </p> <p>Argentina: Most Popular Social Networks (000) </p> <p>Source: comScore, September 2011 </p> <p>0 </p> <p>2,000 </p> <p>4,000 </p> <p>6,000 </p> <p>8,000 </p> <p>10,000 </p> <p>12,000 Facebook </p> <p>Windows Live </p> <p>Twitter </p> <p>Fotolog </p> <p>LinkedIn </p> <p>Sonico </p> <p>Badoo </p> <p>Slideshare </p> <p>Yahoo! Pulse </p> <p>MySpace </p> <p>Regional Context: Social Media </p> <p>Chile: Most Popular Social Networks (000) </p> <p>Source: comScore, September 2011 </p> <p>0 </p> <p>1,000 </p> <p>2,000 </p> <p>3,000 </p> <p>4,000 </p> <p>5,000 </p> <p>6,000 </p> <p>7,000 Facebook </p> <p>Windows Live </p> <p>Twitter </p> <p>Fotolog </p> <p>LinkedIn </p> <p>Sonico </p> <p>Badoo </p> <p>Slideshare </p> <p>Yahoo! Pulse </p> <p>MySpace </p> <p>Regional Context: Social Media </p> <p>Colombia: Most Popular Social Networks (000) </p> <p>Source: comScore, September 2011 </p> <p>0 </p> <p>2,000 </p> <p>4,000 </p> <p>6,000 </p> <p>8,000 </p> <p>10,000 </p> <p>12,000 Facebook </p> <p>Windows Live </p> <p>Twitter </p> <p>Slideshare </p> <p>Badoo </p> <p>Sonico </p> <p>Fotolog </p> <p>MySpace </p> <p>LinkedIn </p> <p>Scibd </p> <p>SOCIAL MEDIA ADOPTION BY LATIN AMERICAN MEDIA </p> <p>The Use of Social Media in Latam </p> <p>How is Social Media used by companies </p> <p>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 </p> <p>Colombia: TV networks, some print media and radio stations have increasingly social presence, especially on Twitter and Facebook </p> <p>Chile: Mostly TV and print press Some listening to create better contents suited to audiences. </p> <p>Argentina: Most media have adopted SM, many of them being reactive Most of them republish content, with little interaction (but good exceptions) </p> <p>The Use of Social Media in Latam </p> <p>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 </p> <p>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 </p> <p>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 </p> <p>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 </p> <p>Strategies within social networks to create community and conversations </p> <p>The Use of Social Media in Latam </p> <p>Strategies within social networks to create community and conversations </p> <p>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 </p> <p>Colombia: Although interaction is generally not a big part of SM strategies in companies, there is a strong focus on user-generated content </p> <p>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 </p> <p>Argentina: Use of blogs and Facebook interaction. Some very engaged with their own communities </p> <p>SOME GOOD EXAMPLES </p> <p>Social Media Adoption: Argentina </p> <p>lanacion.com: 48 specialized blogs </p> <p>Social Media Adoption: Argentina </p> <p>lanacion.com: 36 official Twitter accounts! News feed, no interaction </p> <p>Social Media Adoption: Argentina </p> <p>lanacion.com: 218,876 likes. Polls, conversations. High engagement </p> <p>Social Media Adoption: Argentina </p> <p>140: an online journal about the hottest on Twitter created by the Perfil newspaper </p> <p>Social Media Adoption: Argentina </p> <p>eldoceblog: Created by Channel 12 in Cordoba, allowing people to post photos and videos </p> <p>Social Media Adoption: Argentina </p> <p>Jorge Rial: Showbiz journalist with high influence on Twitter </p> <p>Social Media Adoption: Chile </p> <p>El Mostrador: First digital newspaper in Chile, creating presence through Facebook and Twitter </p> <p>Social Media Adoption: Chile </p> <p>La Tercera newspaper has an online section dedicated to blogs by category </p> <p>Social Media Adoption: Chile </p> <p>El Mercurios page dedicated to all Twitter accounts, by section (lists) and journalist </p> <p>Social Media Adoption: Colombia </p> <p>Reporteros 24 is an online newspaper made for citizens by a TV network </p> <p>Social Media Adoption: Colombia </p> <p>RCN Network has over half a million likes on its Facebook page </p> <p>Social Media Adoption: Mexico </p> <p>Televisa has an online section dedicated to blogs written by journalists </p> <p>Social Media Adoption: Mexico </p> <p>Televisa Deportes Facebook page </p> <p>Social Media Adoption: Mexico </p> <p>Pages dedicated to specific shows </p> <p>Social Media Adoption: Mexico </p> <p>Sports and news are the most important topics </p> <p>Social Media Adoption: Mexico </p> <p>Televisas Mobile Apps </p> <p>Social Media Adoption: Mexico Azteca </p> <p>Vision Shift They changed the name of the company from TV Azteca to Azteca because they see themselves as a </p> <p>content production company </p> <p>Virtuous circle of audience loyalty Aztecas objective in social media is to generate engagement for viewers with the network and </p> <p>other viewers while they consume contents on a large screen (TV) </p> <p> Products such as sports or news that are more suited to this - people are very willing to discuss and share </p> <p> Specific performances such as soccer, NFL or the Oscars generate great engagement SMS interaction and voting </p> <p> Special content transmission via YouTube such as the Red Carpet </p> <p> Generate engagement with talent and young audiences </p> <p> Support with content production, training and guidelines </p> <p> So far they dont use social media to make decisions of programming or content </p> <p>Learnings 1st Challenge: changing mindsets within the organization (employees, producers, etc.) </p> <p> 2nd Learning on listening: qualitative metrics must eventually become quantitative and avoid reacting </p> <p>Aztecas Facebook page </p> <p>Social Media Adoption: Mexico Azteca </p> <p>Azteca even uses its Facebook sports page to narrate soccer games and offers advertising </p> <p>Social Media Adoption: Mexico Azteca </p> <p>Innovation: IrreverenTV </p> <p> YouTube content lab / strategic partnership </p> <p>Social Media Adoption: Mexico Azteca </p> <p>Social Media Adoption: Mexico </p> <p>Reforma offers a section for sharing readers blogs, videos and photos </p> <p>CONCLUSIONS </p> <p>Conclusions </p> <p> In general, Latin American media understand the importance of the Web and Social </p> <p>Media, responding to the growth and demand within the different Countries </p> <p> Many companies are still using Social Media only to post content and gain followers, </p> <p>but some have developed clear and successful strategies </p> <p> The big media groups are the most active, but there are some good examples of local </p> <p>media doing great things </p> <p> Celebrities and top shows are used as means for gaining more engagement and rating </p> <p> Sports are a big magnet for generating followers and interaction </p> <p>Challenges </p> <p> Going beyond presence and content-posting, generating more engagement with users </p> <p> Promoting a new social-oriented mindset within the organizations, including </p> <p>employees, producers and talent </p> <p> Creating clear guidelines and policies for taking good advantage of the benefits of </p> <p>Social Media </p> <p> Using Social Media metrics and feedback to really promote engagement with </p> <p>audiences and improve contents </p> <p>Have Latin American Media Become Social? </p> <p>-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 Americas approach to Social Media different from the U.S.? - Main challenges </p>