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Brazil is an emerging global power economically, culturally, and now in social media.
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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 .
2013 Dachis Group | 515 Congress Ave., #2420 Austin, TX 78701 USA | T: +1 512-275-7825 | www.dachisgroup.com
Bottom line: Social should be a priority for brands entering Brazil, with Facebook at the center of your efforts.
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.
2013 Dachis Group | 515 Congress Ave., #2420 Austin, TX 78701 USA | T: +1 512-275-7825 | www.dachisgroup.com
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.
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