Social Media in Latin America: Opportunities and Risks

Business Case for Using Social Media to Fulfill Your Mission

Feb. 12, 2015 Eric Schwartzman

Agenda

•  Social Media Usage in Latin America and the Caribbean

•  How Latin American SMEs and Financial Institutions are Using Social Media

•  Business Case for Social Media

Las PYME de América Latina ¿cómo usan las

redes sociales para sus negocios?

Latin America is Social

Source: ComScore

Latin America is Social

Source: http://www.thesparkgroup.com/

Patterns of Use: Latin America & Caribbean

Source: http://www.tendenciasdigitales.com /

Top Social Caribbean Countries

Source: getCONNECTiD

Methodology of Our Study

Sources: •  Blogs •  Facebook •  Forums •  Images •  Mainstream News •  MySpace •  Twitter •  Videos

Regions: Argentina Bolivia Brazil Chile Colombia Costa Rica Cuba Dominican Republic Ecuador El Salvador Guatemala Guyana Haiti Honduras Mexico Nicaragua Panama Paraguay Peru Saint Kitts Saint Martin Uruguay

Languages: English Portuguese Spanish

Period: Last 90 Days

Posts: 2,836

Contains Also Contains Does Not Contain

finanças das pmes angel investor Ebloa financiamento para empreendedores bridge loan Gaza financiamento para o empreendedorismo capital de giro Ukraine financiamento para startups capital de trabajo finanzas para las empresas pequeñas y medianas cuasicapital fondo de inversiones para una empresa pequeña dinero fondos para empezar empréstimo fondos para los empresarios financiamento fund entrepreneurs financiamiento funding for entrepreneurs inversion funding for start up investimento fundo de investimento para pequenas empresas investimento de capital fundo para empreendedores linea de crédito fundos para startups linha de crédito growth of small and medium enterprises loan pequena empresa participação societária pequeña empresa pitch pequena y média empresa préstamo pyme private placement small and medium enterprise development recursos financeiros small business investment fund recursos financieros small medium enterprise development seed funding SME finance series A round SME financing series A round sources for finance for sme series B round start up funds sustainability women entrepreneur sustainable

By Media Type

By Country

By Media Type, by Country

By Language

Discussions about SME Finance in LAC by Topic: Last 90 Days

Clients on Twitter

http://bit.ly/IIC-client-tweets

Twitter Literacy Among Clients is Low

Relevant Tweets

1 2

3

Consumer Marketing Tweets

4 5

6

Hashtag Campaign

Clients on Linkedin

Experience

3 to 5 years 153 6 to 10 years 165 10+ years 81

Experience

3 to 5 years 22 6 to 10 years 29 10+ years 33

Experience

3 to 5 years 15 6 to 10 years 23 10+ years 16

More Clients on Linkedin

Experience

3 to 5 years 7,686 6 to 10 years 12,847 10+ years 16,001

Experience

3 to 5 years 620 6 to 10 years 1,238 10+ years 1,256

Experience

3 to 5 years 43 6 to 10 years 41 10+ years 43

Linkedin Groups

Linkedin Blogs

Linkedin Sync with Email

Environment & Clean Energy are 1st and 2nd (Sept. 2014)

Agriculture and Education & Leadership are 3rd and 4th (Sept 2104)

Education & Leadership!

Top 4 Topics by Language

Education & Leadership!

Strategic Recommendations

Twitter is not a digital strategy.

Risks

• Reputation Damage

• IP/Data Breaches

• Lost Productivity

“It takes 20 years to build a reputation and five minutes to ruin it.”

~ Warren Buffett

Opportunities

• Generate New Business Leads

• Drive Customer Activity

• Lower Costs & Increase Efficiency

• Thought Leadership

Homeland

Embassy

Embassy

Embassy

Embassy

167M

48M 57M

166M

Business Case for Social Media

Digital Business Communications

Edgework

Leadership

Staff

Public

Every Staff Member as Spokesperson

Experts

Peers

Personnel

The Boss

Social Media Training

Business Development as PR

Money in Motion

Next Steps

1.  Social media training for staff

2.  Digital strategy:

•  website overhaul

•  enhancing LinkedIn, Facebook, Twitter

•  cleaning up Youtube and Vimeo

•  blog production

3.  Target clients and increase engagement on all channels

4.  Share our posts and follow us

Questions

Eric Schwartzman (424) 272 / 1270