transcript
- 1.
- 34 countries
- 2. One hardly knows the others
- 3. Many regions inside one
LATAM Consumer Overview
MS&LGROUP
- 4.
- 5. LATAM growth rate: + 6% in 2010
Paraguay: + 9,7%
Uruguay: + 9%
Peru: + 8,6%
Argentina:+ 8,4%
Brazil: + 7,7%
Chile: + 5,3%
Mexico: + 5,3%
Brazil + Mexico = 60% GDP
Brazil: US$ 1.6tri
Mexico: US$ 1.1tri
- 6.
- 7. Fastest growing region
- 8. Fastest growing region
Facebook- % Reach
Social Media % Reach
Twitter- % Reach
- 9. What we believe
Real
Time
Engagement
- 10. Goodbye pyramid
Hello web
The power is now with thousands of potential enthusiasts, not with
the 10 most sought-after bloggers or journalists
A real-time marketplace of communities where individuals engage
with each other, as well as with brands and organizations, through
social media.
- 11. Strategic steps to reputation development
In the conversation economy, reputation development is more
important than ever before
Advocacy
Trust
Favorability
Familiarity
Awareness
- 12. What on earth does ER do?
- 13. ER = Real-Time Engagement
Make the
content tangible
Create a acceptable concept
Make it
happen on and
offline
Spread the WOM
- 14. Path for managing reputation in real-time
Real-Time Conversation
Real-Time Content
Real-Time Community
Real-Time Conversion
- 15. ER + Social Networks
on and offlineagents
Advocacy + WOM
- 16. CHALLENGE
- Motivate key Brazilian target media to cover issues related to
slow intestines - a taboo subject.
STRATEGY
- Plan and execute Activia 15 Challenge at major Brazilian
publishers offices to position products benefits
- 17. Develop and promote an Activia Website
- 18. Edit a key message board based on slow intestine scientific
articles (requested to a range of renowned physicians)
- 19. Promote association with key medical institutions
(gastroenterologists and nutritionists)
RESULTS
- In four months, over 200 different qualitative articles were
published
- 20. In ABRIL headquarters' about 1,000 journalists experienced
the brand/ product (sampling)