Have Latin American Media Become Social

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


Social Network Users by Gender and Age


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


Most Popular Social Networks (000)


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

Twitter

Badoo

Slideshare

Sonico

LinkedIn

MySpace

Fotolog


Brazil: Most Popular Social Networks (000)

Source: comScore, December 2011


Source: Semiocast, 2012

Top 20 Countries in Terms of Twitter Accounts


Source: comScore, December 2011


Mexico: Most Popular Social Networks (000)


0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000 Facebook

Windows Live

Twitter

MySpace

Slideshare

Fotolog

Badoo

Sonico

Metroflog

Devianart


Argentina: Most Popular Social Networks (000)


0

2,000

4,000

6,000

8,000

10,000

12,000 Facebook

Windows Live

Twitter

Fotolog

LinkedIn

Sonico

Badoo

Slideshare

Yahoo! Pulse

MySpace


Chile: Most Popular Social Networks (000)


0

1,000

2,000

3,000

4,000

5,000

6,000

7,000 Facebook

Windows Live

Twitter

Fotolog

LinkedIn

Sonico

Badoo

Slideshare

Yahoo! Pulse

MySpace


Colombia: Most Popular Social Networks (000)


0

2,000

4,000

6,000

8,000

10,000

12,000 Facebook

Windows Live

Twitter

Slideshare

Badoo

Sonico

Fotolog

MySpace

LinkedIn

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)


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


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


lanacion.com: 36 official Twitter accounts! – News feed, no interaction


lanacion.com: 218,876 likes. Polls, conversations. High engagement


140: an online journal about the hottest on Twitter created by the Perfil newspaper


eldoceblog: Created by Channel 12 in Cordoba, allowing people to post photos and videos


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


La Tercera newspaper has an online section dedicated to blogs by category


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


Televisa Deportes’ Facebook page


Pages dedicated to specific shows


Sports and news are the most important topics


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


Azteca even uses its Facebook sports page to narrate soccer games and offers advertising


Innovation: IrreverenTV

YouTube content lab / strategic partnership



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

Technology

Have Latin American Media Become Social