The sixth largest economy in the world is also home to a hyper-connected and engaged audience. Grabbing the attention and conquering the hearts of Brazilians often happen when groundbreaking creative is mixed with popular culture and delivered in a timely manner. However, the land of international soap operas and carnival also supports a critical audience that can be turned into any advertiser or public relations strategist’s worst nightmare. This session will explain what online engagement means in Brazil, showcase best practices and provide insights into how Brazilians are spending their money locally and overseas. Presentation delivered by @betofaria and @vheringer at the 2012 Podcamp Toronto

1. Social Media in Emerging Markets
The Brazilian Job
Roberto Veronica
@betofaria @vheringer
Monday, March 5, 2012

2. Brazil
Agenda
Past and Recent Years
Internet
User Profile and Habits
Social Media
Main Networks - Orkut vs Facebook
Online KeyInfluencers
Brands and Engagement
Successful Campaigns
Recommendations
The Future
Monday, March 5, 2012

3. Brazil
+192 million ppl
GDP - $2.294 trillion (6th)
São Paulo (City) - 11 million ppl
Source: IBGE
Stats Canada
Monday, March 5, 2012

4. Brazil
+192 million ppl +33 million ppl
GDP - $2.294 trillion (6th) $1.391 trillion (14th)
São Paulo (City) - 11 million ppl Toronto - 2.5 million ppl
Source: IBGE
Monday, March 5, 2012
Stats Canada Canada

5. But it wasn’t
always like this
(or, understanding the Brazilian behaviour)
Monday, March 5, 2012

6. A little bit of history
1500 to 1822 - Colony of Portugal
Friends of the Royal Family
were benefited by that
*1808 - Transfer of the Portuguese Court to Brazil
Brazil = Europe?
Monday, March 5, 2012

7. A little bit of history
1500 to 1822 - Colony of Portugal
Friends of the Royal Family
were benefited by that
*1808 - Transfer of the Portuguese Court to Brazil
Brazil = Europe?
Duality
Exploited x Status
Mimicking
Monday, March 5, 2012

8. Brazilians admire the “conqueror” way of life
and demonstrate that by mimicking it.
Photo: http://stockingisthenewplanking.com
Monday, March 5, 2012

9. Brazilians admire the “conqueror” way of life
and demonstrate that by mimicking it.
But always with a twist.
Photo: http://stockingisthenewplanking.com
Monday, March 5, 2012

10. Brazil,
the recent years
Monday, March 5, 2012

11. Monday, March 5, 2012

12. Brazilian Population
100 4
75 38
50
58
25
0
1993
A+B
C
D+E
Source: FGV
Monday, March 5, 2012

13. Brazilian Population
100
12
75
55
50
25
33
0
2011
A+B
C
D+E
Source: FGV
Monday, March 5, 2012

14. Brazilian Population
100
12
75 67%
50
55
128,000,000 ppl
25
33
0
2011
A+B
C
D+E
Source: FGV
Monday, March 5, 2012

15. Internet
40 million 23 million
20% users in 2010 in Canada
yearly growth
31%
reach
63% 53%
15 - 35 years old Global average.
24h 22h
hours/month Global average
Source: comScore Media Metrix, Dec. 2010
Monday, March 5, 2012

16. User Profile
100
75
50
25
0
2011
A+B
C
D+E
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

17. User Profile
77%
100
75
50
49%
25
0 17%
2011
A+B
C
D+E
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

18. User Profile
77%
100
12 - 15 83%
75 16 - 24 84%
25 - 34 60%
50
49% 35 - 44 42%
25
45 - 59 24%
0 17% 60+ 7%
2011
A+B
C
D+E
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

19. Monday, March 5, 2012

20. 81%
Monday, March 5, 2012

21. Access - How often?
Everyday 4-6 2-3 Once a Once every Once a Less than
days/week days/week week 15 days month once a
month
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

22. Access - How often?
Everyday 4-6 2-3 Once a Once every Once a Less than
days/week days/week week 15 days month once a
month
90%
at least
once a week
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

23. Access - How often?
The higher the
Income and
Education, the
higher the
frequency
Everyday 4-6 2-3 Once a Once every Once a Less than
days/week days/week week 15 days month once a
month
90%
at least
once a week
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

24. Access - Where?
31
27 28
25
22
19 20
12 12 11 10
8
6 5
Home Lan House Mobile Device Friend's House Work School/ University Free Access Places
Apr/ 10 Aug/ 11
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

25. Access - Where?
Technically tied
31
27 28
25
22
19 20
12 12 11 10
8
6 5
Home Lan House Mobile Device Friend's House Work School/ University Free Access Places
Apr/ 10 Aug/ 11
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

26. Access - Where?
Source: F/Radar 10, Aug. 2011
comScore jan/12
Monday, March 5, 2012

27. Access - Where?
2,200 Movie Theatres
108,000
Lan Houses
2,600 Bookstores
5,000 Public Libraries
Source: F/Radar 10, Aug. 2011
comScore jan/12
Monday, March 5, 2012

28. Access - Where?
2,200 Movie Theatres
108,000
Lan Houses
2,600 Bookstores
5,000 Public Libraries
245 million
active mobile devices
125 devices
/ each 100 habitants
(jan/12)
There are more mobile broadband users (3G)
than cable broadband (adsl) users.
Source: F/Radar 10, Aug. 2011
comScore jan/12
Monday, March 5, 2012

29. Brazil and Social Media
14 22 23 25 26 26 27 28 37 41
86
78 77 75 74 74 73 72
63
59
Brazil Italy Spain Japan USA UK France Australia Germany Switzerland
Online Population
Source: The Nielsen Company, 2010 Social Media Reach and Usage
Monday, March 5, 2012

30. 23.7% 40% growth
in one year
penetration
Sources: comScore Media Metrix, Mar. 2011, LinkedIn.com
Semiocast, 2012
Monday, March 5, 2012

31. 23.7% 40% growth
in one year
penetration
6th audience
in the world
Sources: comScore Media Metrix, Mar. 2011, LinkedIn.com
Semiocast, 2012
Monday, March 5, 2012

32. 23.7% 40% growth
in one year
penetration
6th audience
in the world
7 million
accounts (Apr./ 10)
Sources: comScore Media Metrix, Mar. 2011, LinkedIn.com
Semiocast, 2012
Monday, March 5, 2012

33. Once there was
Quietly launched
in 2004
by invitation only!
Source: Orkut.com
Monday, March 5, 2012

34. Once there was
Quietly launched
in 2004
by invitation only!
Rank
Fans, Trusty,
Cool, Sexy
Source: Orkut.com
Monday, March 5, 2012

35. Once there was
Quietly launched
in 2004
by invitation only!
Rank
Fans, Trusty,
Cool, Sexy
Communities
Source: Orkut.com
Monday, March 5, 2012

36. Once there was
Quietly launched
in 2004
by invitation only!
Rank
Fans, Trusty,
Cool, Sexy
Communities
August, 2008
operations and
management
transferred from
Source: Orkut.com California to Brazil.
Monday, March 5, 2012

37. but then came
Source: comScore Media Metrix - Dec. 2011
Monday, March 5, 2012

38. but then came
36 million
UVs - Dec/ 2011
192% growth
past 12 months
231 friends
Source: comScore Media Metrix - Dec. 2011
Monday, March 5, 2012

39. 40 36
5%
34
30 28% 31
24
192%
20
12
10 258%
4
0
2009 2010 2011
Source: comScore Media Metrix - Dec. 2011
Monday, March 5, 2012

40. How TV
still influences
media consumption
Monday, March 5, 2012

41. TV Globo
Weekday Schedule
!"#$%&'(%)*
+,*
-.'/01*
2+,*
-'%.*;.4/%1*
2<,*
3451*
+2,*
6%/7408*
9:,*
Monday, March 5, 2012

42. Owned Media
Monday, March 5, 2012

43. TV as a Top Influencer
#CalaBocaGalvao
Monday, March 5, 2012

44. TV as a Top Influencer
#CalaBocaGalvao
Monday, March 5, 2012

45. Worldwide trending topic
for 2 weeks
International coverage
Lady Gaga new single
Ethan Zuckerman mentions
during his TED Talk
Monday, March 5, 2012

46. TV Influencers
as Online Influencers
Monday, March 5, 2012

47. Online Key Influencers
embraced by TV
Monday, March 5, 2012

48. Brands and the
Digital Space
Monday, March 5, 2012

49. Engagement
32%
Do you 30%
follow or like
Brands or Corporations?
23%
21%
Source: F/Radar 10, Aug. 2011 twitter msn orkut facebook
Monday, March 5, 2012

50. 11% 8% 7% 7%
to praise/ to share to join a to complain
refer it content promotion
published
by the
brand
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

51. Successful
Campaigns
Monday, March 5, 2012

52. How do you advertise and
challenge taboos?
Monday, March 5, 2012

53. Monday, March 5, 2012

54. How do you advertise by
breaking the rules?
Monday, March 5, 2012

55. Monday, March 5, 2012

56. How do you advertise and
spread some love?
Monday, March 5, 2012

57. Monday, March 5, 2012

58. How do you sell a
100 year old author
for the Gen Y?
Monday, March 5, 2012

59. Monday, March 5, 2012

60. Recommendations
Be culturally sensitive
Memes are great, but be associated to a meme that
promotes your brand
Don’t impose your content on your audience
Remember: Brazilians will change, bend and adapt
your overall message
Monday, March 5, 2012

61. Recommendations
Brazilian Class C is a
growing market
Source: RazorFish – The Stampede
Monday, March 5, 2012

62. Recommendations
Invest in your creative
to generate earned media
Monday, March 5, 2012

63. but what about
the FUTURE?
Monday, March 5, 2012

64. “One of the special things about Brazil is
that it is ‘leapfrogging’ trends.
For example, people are jumping straight
from not having used technology at all
to having smartphones.”
Olga Martinez Garcia,
Diageo’s Marketing and Innovation Director
for Latin America
Monday, March 5, 2012

65. Mobile Revolution
When did you buy
your phone?
30
26
24
18 18
16 15
12 12 12 12
5
Less than 3 months 4 to 6 months 7 to 12 months 12 to 18 months 18 to 24 months More than 24 months
Feature Phone
Smartphone
Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011
Monday, March 5, 2012

66. Mobile Revolution
When did you buy
your phone?
50% 30
26
24
18 18
16 15
12 12 12 12
5
Less than 3 months 4 to 6 months 7 to 12 months 12 to 18 months 18 to 24 months More than 24 months
Feature Phone
Smartphone
Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011
Monday, March 5, 2012

67. Mobile Revolution
When did you buy
your phone?
quick change on 30
26 the installed base
24
18 18
16 15
12 12 12 12
5
Less than 3 months 4 to 6 months 7 to 12 months 12 to 18 months 18 to 24 months More than 24 months
Feature Phone
Smartphone
Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011
Monday, March 5, 2012

68. Mobile Revolution
“I wish there was more
mobile-friendly content”
40
37.6
30
20 24
10 12.8 12.4 13.2
0
Agree 4 3 2 Disagree
Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011
Monday, March 5, 2012

69. Mobile Revolution
“I wish there was more
mobile-friendly content”
40
50.4%
37.6 unhappy with
30 current offer
20 24
10 12.8 12.4 13.2
0
Agree 4 3 2 Disagree
Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011
Monday, March 5, 2012

70. Mobile Revolution
16% 84%
Have made a Never used a
purchase using mobile device
a mobile device for purchases
Around 5 million
Brazilians have made
purchases through
mobile devices
Source: F/Radar 10, Aug. 2011
Monday, March 5, 2012

71. Mobile Revolution
The number of Digital-TV
enabled mobile devices and
Cable TV subscribers are
almost the same in Brazil.
Source: W/McCann .Mobi, Ipsos - Cellphone Users Research, Feb. 2011
Monday, March 5, 2012

72. Social Media in Emerging Markets
The Brazilian Job
Roberto Veronica
@betofaria @vheringer
Monday, March 5, 2012