State of Social Media: Brazil

By Carly Roye and Joe Pinaire

With Brian Kotlyar
Published July 11, 2013

STATE OF SOCIAL MEDIA: BRAZIL | JULY 11, 2013

The State of Social Media in Brazil

The Country of the Future, Brazil has long been viewed as the next frontier for big brands. With a large and increasingly social population, Brazils rise seemed unstoppable. But current civil unrest is leaving many to wonder if the country can realize its potential. Here we examine the state of social media in Brazil, the companies that are dominating, and what you can do to win in this critical market.
A COUNTRY OF PROMISE AND UNCERTAINTY
As the fifth largest country in the world by population and geographic size, Brazils enormous potential as a global powerhouse cannot be refuted. At the dawn of the millennium, the country began a growth trajectory rarely seen before or since. Brazil is now the powerhouse economy of its entire region and represents the B in the esteemed BRIC economies as dubbed by Goldman Sachs. The nations debut in the global limelight has been accompanied by successful bids for the 2014 World Cup and 2016 Olympics. Consequently, every marketer needs to get a handle on Brazil as a potent market for potential growth and expansion. With 46 million Internet users, Comscore data indicates that Brazil is the worlds seventh largest Internet audience, providing a sizable opportunity for brands who are looking to that part of the world. Brand marketers in this region must ensure that social media channels receive early and strong consideration as part of their marketing mix. Brazilian consumers are demonstrating a strong proclivity to use social technologies as part of their day-to-day activities. The opportunity in social media for global brands is substantial.

Brazil is an emerging global power economically, culturally, and now in social media.

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STATE OF SOCIAL MEDIA: BRAZIL | JULY 11, 2013

Not everything is rosy in this fast-growing nation, however. Tremendous economic growth has been accompanied by significant increases in economic inequality, and the benefits of prosperity have not been equally distributed to the newly powerful middle class. Drastically increased prices are being felt across industries, with groceries, soccer tickets, and even bus fares substantially outpacing normal inflation rates. This predicament has led to significant street protests and some less promising forecasts for future growth in Brazil. Similar to the popular uprisings in the Middle East over the last few years, elements of Brazils unrest have been fueled by social media. Millions of Brazilian citizens are taking to social channels to express frustrations with their government and organize action against it. Despite the current unrest, brands simply cannot afford to turn away from Brazil. The economic stature of the nation is well established while its cultural prominence will be boosted by both the Olympics and World Cup. Brands must pursue opportunities there while being mindful of the complexities in this growing nation.

Brazilians spend 75% more time on social media sites than their worldwide counterparts .

THE DATA DOESNT LIE: BRAZILS SOCIAL ATMOSPHERE

Social has become a critical mode of communication in Brazilians daily lives. Comscore data provides the best glimpse into its critical role: Social Media sites account for 36% of total time spent online, capturing the largest percentage of consumers time in Brazil. Brazilians spend 75% more time on social media sites than their worldwide counterparts (580 minutes a month vs just 330 minutes). 22 out of every 60 seconds spent online are on a social channel. 93% of Brazilians social networking time is spent on Facebook. With 44 million Unique Monthly Visitors, Facebook is the most popular social network in Brazil. Next comes Orkut with 12 million, Twitter with 9 million, Ask.fm with 8 million, LinkedIn with 8 million, and Tumblr with 6 million. Given this data, its evident that Brazilians are taking to social media in droves. Whats more, these social sites suggest deep similarities between Brazil and the United States social landscape.

2013 Dachis Group | 515 Congress Ave., #2420 Austin, TX 78701 USA | T: +1 512-275-7825 | www.dachisgroup.com

STATE OF SOCIAL MEDIA: BRAZIL | JULY 11, 2013

Bottom line: Social should be a priority for brands entering Brazil, with Facebook at the center of your efforts.

3 BRANDS THAT ARE WINNING BRAZILS SOCIAL RACE

Now that we have a solid understanding of Brazils social landscape, lets take a quick dive into a few brands that have recognized the above trends, capitalized on them, and made large investments to win in social.

Guaran Antarctica
Facebook - Twitter - YouTube - Google+ Guarana Antarctica, the makers of one of Brazils most popular soft drinks, has achieved a dominant social market position. With 13 million Facebook fans, a solid Twitter presence, and an active and organized YouTube channel, its clear theyve got it together. The engine of this activity is Guaranas investment in quality content. The brand uses Facebook to drive home themes of camaraderie and friendship, and then Twitter to highlight the range of food pairings for the beverage. Their presence indicates that they understand quality content is paramount in getting consumers attention in a noisy market. On top of all of this, they have a strong Facebook app suite providing Brazilian consumers with a range of experiences that suit their social lifestyles.

Gurana Antarctica is a dominant player in Brazilian Facebook due to their strong multimedia content and storytelling.

LOreal Paris Brasil

Facebook - Twitter - YouTube - Google+ - Pinterest Its clear that the brand marketers at LOreal Paris Brasil understand that rich content is what will buy consumers time in this region. Their content mix is deep and diverse, often customized to suit each channel, be it Facebook, Google+, or Pinterest. The content often showcases photos and videos that promote brand products, application tutorials, words of inspiration, brand history, and celebrity partnerships. Their message is that they are devoted to their customers beauty, both inside and out. This is especially evident on their Facebook page where they answer customers questions about products,

2013 Dachis Group | 515 Congress Ave., #2420 Austin, TX 78701 USA | T: +1 512-275-7825 | www.dachisgroup.com

STATE OF SOCIAL MEDIA: BRAZIL | JULY 11, 2013

often directing them to a dynamic Facebook app that helps drive traffic to online points of sale and physical store locations.

TAM Airlines
Facebook - Twitter - YouTube - Instagram All too often you will visit a branded social channel and end up siloed away with no way to discover other channels where you can interact with the brand. TAM Airlines, Brazils largest airline, has wisely leveraged their Twitter account to connect users to seven other owned channels-including Facebook, YouTube, and Instagram-using both a custom background and consistent linking to these destinations. Its a small effort that ultimately helps to expand their overall reach and deepen brand engagement across their digital landscape. The airline also makes it a point to share behind the scenes action shots and travel tips, helping to ensure that the next time their audience takes a trip it will be aboard TAM Airlines.

TAM Airlines effectively links all of its social presences to create a cohesive and comprehensive social experience through its content and social presences.

SO HOW DO YOU WIN IN BRAZIL?

With the lessons learned from these three socially inclined brands, coupled with a few of our own tips, brand marketers should have no trouble realizing their full potential in this country of the future. Establish budgetary partnerships with more developed markets Most social marketing managers in Brazil are heavily underfunded relative to the potential of the market. There is a short window for well resourced brands to establish a more dominant position through paid audience acquisition, carefully executed campaigns, and superior content. Consider reallocating funds in preparation for the marketing bonanzas of the World Cup and Olympics. Link regional marketing calendars to global tactics Brazil is an incredibly connected and media savvy nation. Global campaigns built around celebrities, Olympians and soccer/football stars should move seamlessly and effectively into Brazil. In addition, these marketing tactics tend to be content rich and thus very well suited to Brazilian social media consumption and engagement.
2013 Dachis Group | 515 Congress Ave., #2420 Austin, TX 78701 USA | T: +1 512-275-7825 | www.dachisgroup.com

STATE OF SOCIAL MEDIA: BRAZIL | JULY 11, 2013

Plan carefully for crisis In the excitement of joining a new market, brands may not be as cautious with their crisis management approach as elsewhere. However, recent events have made it clear that social media is an effective organizing tool in Brazil and large brands may prove irresistible targets for attacks as a result of increased Olympic and World Cup media attention. Plan accordingly.

CONCLUSION
Regardless of current unrest and some economic distress, Brazil remains a land of social opportunity that should not be disregarded. Consumers are displaying encouragingly high levels of social adoption and usage, driving a whirlwind of social buzz around brands. With a large population that is becoming increasingly social, its smart to do your research and get familiar with this social powerhouse. Are you ready for the Country of the Future? If not, its never too late to start learning.

2013 Dachis Group | 515 Congress Ave., #2420 Austin, TX 78701 USA | T: +1 512-275-7825 | www.dachisgroup.com