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ANALYSIS OF THE LATIN AMERICAN PRESIDENTS’ REPUTATIONAL DIMENSIONSThe usefulness of the Online Comments Report to measure the leaders’ digital identity through online conversations
March 2014
BARCELONA BOGOTÁ BUENOS AIRES LIMA LISBOA MADRID MÉXICO PANAMÁ QUITO RIO SÃO PAULO SANTIAGO DE CHILE SANTO DOMINGO
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INDEX
IntroductionAnalysisMain conclusionsResultsThe digital identity challengeLLORENTE & CUENCA
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There is no doubt that, for a leader, Online Communication will be more complex than Mass Media Communication. It will require more transparency and responsibility from the leaders than before (when people watched TV on a massive scale). They will need more transparency, as the Internet makes increasingly difficult to hide facts. They will also need to be more responsible, as the social networks grant citizens and consumers the possibility to demand public answers to their questions. This is already happening at a political level, but also at a social and economic level.
When confronted to a phenomenon with these characteristics, there are three options: one, ignore it; two, stop it; and three, adapt to it. The results of this analysis give some hints on what is the best option, in terms of online reputation, for the political leaders analyzed in Latin America.
Those who decide to face the situation and take an active part in this new communication environment obtain more notoriety and notability on the Internet than those who do not. The Presidents who manage their own digital identity generate more and better positive comments related to their qualities, be they social responsibility (Dilma Rousseff), management capacity (Peña Nieto), or leadership (Rafael Correa). On the contrary, the leaders that do not participate in this online scenario miss the opportunity to generate reputational capital, as they refuse to express themselves over the networks, either by countering arguments against them or by encouraging discussions in favor of them.
The Internet is changing the way we communicate and interact socially. To ignore or prevent these changes can be an option, but it is hardly the best one. It would be wiser to embrace the media and the social networks, and manage our own digital identity in a clever way, as we are in an increasingly open and globalized environment. This is our conviction; this is our proposal. Hereafter, we present some data in order to share it with you.
Introduction
Those who decide to face the situation and take an active part in this new communication environment obtain more notoriety and notability on the Internet
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Analysis
The study of reputational dimensions carried out by LLORENTE & CUENCA analyses the online conversation about 20 Latin American Presidents:
Cristina Fernández de Kirchner Evo Morales Dilma Rousseff Juan Manuel Santos Calderón Laura Chinchilla Miranda Raúl CastroSebastián Piñera Rafael CorreaOtto Pérez Molina Porfirio Lobo Enrique Peña Nieto Daniel Ortega Ricardo Martinelli Federico Franco Ollanta Humala Alejandro García Padilla1
Danilo Medina Mauricio Funes José Mújica Nicolás Maduro
This analysis is based on a methodology created by LLORENTE & CUENCA, which measures the notoriety or conversation volume, providing data that shows what leader is the more prominent one. On the other hand, it analyzes the quality of the conversation or notability, providing information that shows who the most highly recognized political leaders are according to the network users.
■ In order to measure notoriety, two main variables have been taken into account: the presence or number of messages that mention the leader, and the scope or potential global impact of these messages.
■ On the other hand, in order to measure notability, three variables have been taken into account. The first variable analyzes the quality or viewpoint of the messages referring to the leaders. The second variable analyzes the authority or credibility level of the source of the said messages. Finally, the third variable analyzes the relevance or intensity level of the messages that mention the leader.
In order to carry out the analysis, a team of consultants specialized in online communication has studied the first 100 results on Google, the 100 most viewed videos on Youtube, the first 100 results (pages of groups) on Facebook and the 100 most important tweets of the last year for each President.
In addition to this, all these mentions have then been classified (according to the Reputation Institute criteria on leader analysis) in different dimensions that define the reputation of a leader. These dimensions take into account the leaders’ positive and negative aspects and are the following:
■ Leadership (meaning that the individual has strategic vision, risk-taking abilities, can anticipate changes and recognize opportunities. The person has a strong leader image, can form solid teams and is an efficient crisis manager)
■ Influence (meaning that the individual has good communication skills, a political, social and economic influence, and knows how to deal with global markets)
■ Responsibility (the person is ethical and responsible, prioritizes the citizens’ satisfaction, motivates and inspires the employees/teams, and supports social or philanthropic causes)
■ Management (the person is an expert on the field, manages resources efficiently, has international projection and creates value for the citizens)
1 We have included Alejandro García Padilla in this study, as he is the highest authority of Puerto Rico even though he is not a President but the Governor of the Commonwealth.
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Thanks to this analysis, we can reach the following conclusions:
■ Enrique Peña Nieto is the most influential President on the internet among all the leaders that have been analyzed. The scope of the mentions about the Mexican President is larger than the others. Thus, it can be said that the users’ online messages about Peña Nieto reach more people.
■ Rafael Correa has the largest number of positive mentions. The significant number of mentions generated by himself or his team contributes to this outcome. The Facebook pages created to support him, the mentions about the inauguration of his second term, and the messages of his allies providing support for the Organic Law on Communication promoted in the country in June 2013 are examples of that.
■ The users’ messages are mainly related to the Presidents’ leadership skills. Most of the mentions analyzed are related to this dimension, which represents 39.5% of the areas in this study. Citizens, journalists, authorities, etc. are concerned by this dimension… in which Dilma Rousseff obtains the highest volume of mentions and the highest level of recognition.
■ Nicolas Maduro is the most questioned President in terms of influence. The election of the Venezuelan President in 2013 (after Hugo Chávez’s death) caused many reactions online, but in most of the cases, the networks’ users conveyed negative messages about him. For this reason, we can find many users’ mentions criticizing Maduro’s influence capacity.
■ Peña Nieto and Dilma Rousseff share the spotlight in terms of responsibility. The Mexican President is more influential, but the Brazilian President obtains better results in the responsibility dimension.
■ Peña Nieto’s management is evaluated online. In terms of management, the Mexican President registers the largest conversation volume and is also the most highly valued President according to the users. His message is widely spread in the various networks thanks to his more than 6 million followers, and to the work of his government team, which manages the personal profiles of the President and works actively on other issues.
■ Dilma is more influential on Google, whereas Peña Nieto is more favorably evaluated. The Brazilian President is the most influential leader on Google thanks to the wide media coverage of her interventions. On the other hand and according to the online users, Peña Nieto is the most highly valued President. This is due to the positive reports concerning his first months in office that were published in the media and on several blogs.
Main conclusions
Enrique Peña Nieto is the most influential President on the internet among all the leaders that have been analyzed. Rafael Correa has the largest number of positive mentions
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■ Fernández de Kirchner obtains outstanding results on Facebook while Correa obtains very good results on Youtube. The most influential President both on Facebook and Youtube is Peña Nieto. However, Fernández de Kirchner obtains more positive comments thanks to the work of his team on this social network, and so does Rafael Correa, as there are a lot of videos in support of the President of Ecuador.
■ Dilma ranks first on Twitter. This is where the most positive comments about Dilma Rousseff can be found. Despite she left this social network for three years, the users have continued to share positive comments about her role as President of Brazil. Moreover, many users reacted positively when she returned to Twitter last year.
■ Evo Morales plays a major role on Twitter and Youtube. The leader from Bolivia obtains better results on Twitter and Youtube than on any other network analyzed in this study.
■ Ollanta Humala is far below the average in terms of notoriety but he is above the average in terms of recognition. The Peruvian President has a lower online impact than the average, and less conversational influence than other Presidents.
■ Santos Calderón is slightly under the average in terms of notoriety and within the average range with respect to notability. According to the users, the leadership dimension of the Colombian President is, on average, stronger than the other Presidents analyzed.
■ As in the case of Ollanta Humala, Laura Chinchilla Miranda’s notoriety is also below the average, this is mainly due to the limited number of mentions about her on Twitter.
■ Raúl Castro is only above the average in terms of mentions’ volume on Google. The notoriety of the President of Cuba is under the average on all networks with the exception of Google. Moreover, the users’ opinions about him are worse than the average in all four dimensions.
■ Mauricio Funes is mentioned less often than the average and the opinions about him are worse than the average. Although the users consider that the President of El Salvador has good management and influence skills, his notoriety and notability are below the average.
■ Otto Pérez Molina obtained very good results in Management. According to the users, the President of Guatemala has a very good management dimension. However, his actions and the actions of the government in terms of responsibility had a negative evaluation.
■ Porfirio Lobo: few mentions and bad results. The President of Honduras is under the average with respect to the volume of mentions and to the quality of those mentions in all reputational dimensions analyzed in this study.
■ Influence is the strongest point of Ricardo Martinelli. After analyzing all the dimensions, we can observe that the President of Panama only obtains positive mentions (above the average) in Influence and Responsibility.
■ Federico Franco had his best results on Twitter. The President from Paraguay obtained the largest number of mentions as well as above-average results on this social network.
■ Alejandro Padilla and his successful results on Facebook. This social network is where the governor of Puerto Rico performs better: he has a high volume of mentions and he obtains more positive messages than the average.
■ The impressive leadership skills of Danilo Medina. According to the online users’ opinions, the Dominican President does a very good job in terms of leadership. In fact, his notability is above average. Moreover, Google is where he obtains the best mentions.
■ José Mujica’s responsibility is what online users value most. The President of Uruguay is above the average in terms of responsibility. Moreover, this dimension represents 26% of the analyzed mentions about Mujica.
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Leadership is the Presidents’ dimension which generated a greater number of mentions between users with39.5% of the total
The graphics below show the conversation volume generated by the users for each President, according to the dimension (leadership, management, influence and responsibility) and network analyzed (Google, Facebook, Youtube and Twitter).
Results
Leadership
Influence
Responsibility
Management
Total number of mentions for each dimension in all the networks Percentage of mentions for each dimension
Cristina Fernández de Kirchner
Evo Morales
Dilma Roussef
Sebastián Piñera
Juan Manuel Santos Calderón
Laura Chinchilla Miranda
Raúl Castro
Rafael Correa
Mauricio Funes
Otto Pérez Molina
Porfirio Lobo
Enrique Peña Nieto
Daniel Ortega
Ricardo Martinelli
Federico Franco
Ollanta Humala
Alejandro García Padilla
Danilo Medina
José Mújica
Nicolás Maduro
41%
42%
65%
38%
34%
27%
31%
33%
42%
48%
30%
25%
17%
27%
40%
63%
62%
29%
40%
66%
20%
40%
8%
1%
26%
18%
42%
27%
15%
4%
19%
23%
15%
21%
30%
17%
19%
22%
47%
21%
18%
5%
8%
6%
3%
20%
40%
15%
30%
17%
31%
17%
10%
14%
3%
8%
18%
26%
1%
8%
21%
13%
19%
55%
37%
35%
8%
25%
13%
31%
20%
35%
58%
38%
27%
12%
1%
23%
12%
5%
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GooglePercentage of mentions for each dimension
YoutubePercentage of mentions for each dimension
Cristina Fernández de Kirchner
Evo Morales
Dilma Roussef
Sebastián Piñera
Juan Manuel Santos Calderón
Laura Chinchilla Miranda
Raúl Castro
Rafael Correa
Mauricio Funes
Otto Pérez Molina
Porfirio Lobo
Enrique Peña Nieto
Daniel Ortega
Ricardo Martinelli
Federico Franco
Ollanta Humala
Alejandro García Padilla
Danilo Medina
José Mújica
Nicolás Maduro
50%
49%
34%
60%
19%
33%
47%
34%
33%
64%
32%
26%
21%
27%
49%
50%
65%
35%
17%
73%
20%
30%
3%
7%
21%
34%
39%
27%
18%
1%
13%
17%
13%
18%
25%
24%
6%
15%
89%
1%
15%
1%
15%
13%
26%
6%
13%
33%
12%
15%
35%
6%
14%
12%
23%
27%
5%
15%
15%
47%
33%
47%
7%
7%
22%
15%
19%
39%
32%
59%
43%
25%
14%
3%
17%
4%
5%
Cristina Fernández de Kirchner
Evo Morales
Dilma Roussef
Sebastián Piñera
Juan Manuel Santos Calderón
Laura Chinchilla Miranda
Raúl Castro
Rafael Correa
Mauricio Funes
Otto Pérez Molina
Porfirio Lobo
Enrique Peña Nieto
Daniel Ortega
Ricardo Martinelli
Federico Franco
Ollanta Humala
Alejandro García Padilla
Danilo Medina
José Mújica
Nicolás Maduro
40%
38%
44%
33%
28%
28%
29%
56%
24%
47%
38%
16%
32%
21%
37%
39%
56%
52%
18%
60%
23%
56%
28%
6%
21%
42%
25%
31%
12%
11%
43%
20%
13%
18%
42%
16%
24%
37%
36%
19%
3%
2%
3%
23%
12%
9%
12%
28%
23%
32%
10%
17%
11%
2%
11%
23%
19%
2%
18%
5%
15%
65%
63%
29%
16%
9%
28%
8%
30%
19%
38%
49%
34%
19%
17%
1%
26%
21%
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FacebookPercentage of mentions for each dimension
Cristina Fernández de Kirchner
Evo Morales
Dilma Roussef
Sebastián Piñera
Juan Manuel Santos Calderón
Laura Chinchilla Miranda
Raúl Castro
Rafael Correa
Mauricio Funes
Otto Pérez Molina
Porfirio Lobo
Enrique Peña Nieto
Daniel Ortega
Ricardo Martinelli
Federico Franco
Ollanta Humala
Alejandro García Padilla
Danilo Medina
José Mújica
Nicolás Maduro
53%
67%
13%
52%
8%
43%
46%
27%
90%
42%
16%
95%
76%
23%
42%
33%
13%
72%
40%
41%
14%
3%
13%
4%
4%
51%
18%
53%
6%
2%
19%
20%
31%
8%
10%
21%
18%
46%
13%
2%
10%
29%
4%
14%
4%
2%
25%
6%
2%
15%
13%
53%
3%
9%
19%
1%
22%
28%
19%
5%
5%
22%
16%
2%
13%
59%
5%
5%
42%
10%
3%
10%
14%
12%
TwitterPercentage of mentions for each dimension
Cristina Fernández de Kirchner
Evo Morales
Dilma Roussef
Sebastián Piñera
Juan Manuel Santos Calderón
Laura Chinchilla Miranda
Raúl Castro
Rafael Correa
Mauricio Funes
Otto Pérez Molina
Porfirio Lobo
Enrique Peña Nieto
Daniel Ortega
Ricardo Martinelli
Federico Franco
Ollanta Humala
Alejandro García Padilla
Danilo Medina
José Mújica
Nicolás Maduro
23%
39%
22%
29%
26%
40%
17%
14%
55%
18%
32%
17%
38%
70%
32%
40%
11%
28%
52%
54%
23%
1%
38%
51%
15%
34%
27%
18%
16%
55%
12%
15%
23%
15%
14%
1%
24%
29%
25%
19%
4%
16%
20%
6%
9%
18%
19%
34%
4%
4%
29%
14%
30%
25%
9%
10%
20%
3%
29%
41%
36%
2%
37%
54%
40%
41%
14%
32%
9%
79%
21%
1%
11%
21%
64%
61%
2%
13%
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The digital identity challenge
This study shows the importance of digital identity when it comes to online personal reputation management. Thanks to the daily work carried out with leaders of the main Spanish, Portuguese and Latin American companies, LLORENTE & CUENCA has developed a unique methodology thanks to which political and economic leaders can manage their online presence. This methodology is based on three main pillars:
■ Strategy: Firstly, the organization to which you belong needs to understand that the involvement of its leaders in social networks will bring many advantages to the business. Thus, LLORENTE & CUENCA’s first step is to provide consultancy services in order to define procedures and performance indicators; in addition to awareness raising conferences and good practices.
■ Expertise: In order to use the social networks, some technical knowledge on how the Internet works and how it can be used is required. Thus, highly operational training seminars are offered, as well as tutorial classes during the first weeks of practice.
■ Time: When dealing with social networks, time management is often the first difficulty that a businessman encounters. In order to tackle this issue, it is necessary to create a customized work program that can be adapted to the routines and profile of each leader.
Digital identity management is a challenge that the companies’ businessmen, presidents and leaders must face as soon as possible. Network communication will increasingly require a greater degree of transparency from the public and corporate powers. Their leaders cannot turn a blind eye if they want to survive public scrutiny and help their organizations to reach their reputational objectives.
Leading Consultancy
Leading Consultancy
Leading Communications Consultancy Enterprise in Spain, Portugal and Latin America
LLORENTE & CUENCA is the leading Consultancy Enterprise in the fields of Reputation, Communication and Public Affairs in Spain, Portugal and Latin America. It has fourteen partners and over 300 professionals, offering strategic consultancy services to companies across all sectors with operations aimed at the Spanish and Portuguese-speaking regions.
Currently, LLORENTE & CUENCA has offices in Argentina, Brazil, Colombia, China, Ecuador, Spain, Mexico, Panama, Peru, Portugal and the Dominican Republic. Moreover, it also offers its services through sister companies in the United States, Chile, Bolivia, Uruguay and Venezuela.
Thanks to its international development, LLORENTE & CUENCA was one of the 50 largest communication companies worldwide in 2010 and 2011, according to the Global Annual Ranking published by The Holmes Report. In 2013, LLORENTE & CUENCA ranked 51st, improving the results of 2012 (52nd).
Team of Experts
Iván PinoOnline Communication [email protected]
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www.llorenteycuenca.com
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José Antonio LlorenteFounding partner and [email protected]
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IBERIA
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Madrid
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