Case Study Guatemala Blackbox Solutions

TRANSNATIONAL COMPANY

CONTEXT

• Great Level of Community conflict.

• Assassination of an environmental Leader.

• Temporal Shutdown of private investments from the Government.

0178 % Rejection from the community and Social Media..

0302

2,500 interactions in the official social media accounts

1 project with Local Government

042 people on the site dealing with community.

Action plan to obtain Information form the area. And the starting point of our 1 year intervention.

3

THE STARTING PLACE: KEY POINTS

POPULARITY POLLSCorporative popularity polls to determine the popularity of the corporation in the local community

LOCAL GOVERNMENT PROJECTSAlignment with Local government policies. Determine how far away from the government objectives the company was.

OFFICIAL COMUNICATION CHANNELSMeasure the Impact from the official channels of the company.

01

02

03LOCAL ENGAGEMENTCorporate workers dedicated to stablish relationships with the local actors. Determine what kind of ground teams will be needed.

04

How Big Data and Machine Learning Can Maximize the impact

OUR PROCESS

02

03

SOCIAL LISTENINGConstant Social Media-

On site Surveys and polls to view the

opinion of the community

SEO BALANCE NEWSCreate Balance News. To

inform the people and to see how do they react to

each issue

04HIPER SEGMENTATION

Start to send the right news to the right people. Understanding what are the important issues.

01GOVERNMENT PUBLIC GOALSReview the Government public policy limitations.

05COMMUNITY GOALSReview the priority of the issues in the community

06IMPACT REVIEWEvaluate the change of the perception. And the amount of Development projects

5

PHASES INTERVENTION

Establish Development projects with the

company and Goverment that will be

later viraliced.

4Determine the public

policies that are priority for the mayority of the

population

3Pushing content to the people and meassure

the priorities according to engagement.

2Listening to the bad reputation about the company. In order to

create material to respond directly and

indirectly to each issue.

1

The company had already Social Responsibility Programs to give back money tothe community. Due to the lack of resources from the local Government it’s a verycommon practice in Latin American Countries. The strategic path was to optimizethe use of this resources to create the greatest impact in the community and tostablish a powerful communication tool for the target audience.

GENERAL DESCRIPTION

The company had the responsibility of assigning resources to the creation of thelocal teams that needed to go to the community, execute the polling, set upmeetings with local government. Our responsibility was to analyze all theinformation with Big Data and then provide every morning a presentation of thedevelopment of the strategy to the managers.

What was our TargetListen and provide content to the community

• Benefit for 3,000 families that represent the 19% of the

total population of Sayaxché

• Influence in 32 communities in the region living together

with the company for16 years

• 94% of the workers are indigenous members of the Q´eqchi

Mayan population from Guatemala.

In LatinAmerica they are very low governmentinvestment per capita. This data of 14 dollars is for a

year.

7

GOVERNMENT SPENDING

01

02

03

04

05

IDENTIFY PUBLIC PROJECTSFrom the local Government Data we collect all the publicpolicy projects in the affected region.

WRITE ARTICLES ABOUT THE PROJECTS AND ISSUESWe write neutral informative articles in local andnational languages.

UNDERSTAND PRIORITIES FROM THE PEOPLEWe measure the interest that people show towards theissues and collect their opinions

IDENTIFY PROJECTS THAT GOVERNMENTCOULD NOT DELIVERWe define an investment route that could provide thequickest benefit to the community

CREATE THE CORPORATE SOCIAL PROGRAMSWe suggest to the company a logical investment planand a digital communication platform

Engagement Strategy

8

STRATEGY

01

Use the sustainability plan requested by the international clients to leverage development projects

Sign a collaboration agreement with local Government and Community Leaders

Execute a communication program: Social Media and Traditional News

Order the company Social Responsibility according to

the priorities from the community.

Evaluate the perception of the people to iterate in

the communication process

02

0304

05

9

OUR RESULTS

NEGATIVE FEEDBACK REDUCTIONThe community was more open to hear the

opinion of the company in Sayaxche.

63%

MORE DIGITAL AND MEDIA PRESENCE

Now the local news write more articles about the company. Also more digital

newspaper and Social Media.

47%

MORE DIGITAL FEEDBACK ABOUT PROJECTS

As people realiced that the channels of information where working they started to

contact the company directly. All the feedback was then taken to the local

Municipality and checked for viability.

25%

10

OUR RESULTS

COMMUNITY CONCENTRATION 1Behaviour pattern 1

COMMUNITY CONCENTRATION 2Behaviour pattern 2

NGO AND OTHERSInternational and local NGO’s as well as enviromental activists

GOVERNMENTAenean commodo ligula eget dolor.

-

-

-

-

Managed to create a graph about the Nodes of theCharacter map in the community

NON OFFICIAL COMMUNITY LEADERSPeople with local business or local recognition

OFFICIAL COMMUNITY LEADERSDeeply connected to the community

COMPANY RELATEDCompany Ground Lobby Team

We found out about the priorities regarding the issuesof the population by combining the ground and digitalinformation recollected during the intervention.

ITENTIFY THE PRIORITIES OF THE COMMUNITY

ROAD AND INFRAESTRUCTURERoads and buildings.

EDUCATION AND PRODUCTIVITY PROGRAMS

People that wanted more education and productivity programs

ENVIROMENTAL ISSUESPeople wanted enviromental projects in the

community

85% 32%

11

46%

DEVELOP NEW PROJECTS

02

0305

04

01

12

EVOLUTION OF DIGITAL COMMUNICATION AND ENGAGEMENT

START OF THE ENGAGEMENT INCREASE WEB

PAGE TRAFFIC

INCREASE SOCIAL MEDIA ENGAGEMENT

IMPLEMENT A GRIEVANCE MECHANISM

STABLISH A 2 WAY

COMMUNICATION

All this intervention was thanks to the use of machine learning and big data software created by BlackBox

Solutions Guatemala.

13

BIG DATA MACHINE LEARNING

A

BD

CA

B

C

CHANNELS

GROUND ASSETS

STRATEGY AND BUDGET

LOCAL ISSUESD

We Believe that new technologies can achieve a better understanding of the communities. With this we can create a more cooperative interaction between the population, Government and Private Companies. This can help to reduce conflict and to stablish a more data oriented development policies.

-BLACKBOX SOLUTIONS

14

BIG DATA MACHINE LEARNING

Duis arcu tortor, suscipit eget, imperdietNEW PRODUCTIVITY PROJECTS

But it was the beginning of the communication for theSustainability Plan Developed in 2015

And the beginning of a collaboration plan withgovernment.

15

EVOLUTION OF COMMUNICATION

Duis arcu tortor, suscipit eget, imperdietNEW INFRAESTRUCTURE PROJECTS

The communities where in need ofRoads, Schools and Water Treatment. Sothe Company did some work and it waspublished on digital channels only

16

EVOLUTION OF COMMUNICATION

Duis arcu tortor, suscipit eget, imperdietNATIVE LANGUAGE SOCIAL MEDIA MESSAGES

People writing their issues andtheir priorities. All thatinformation was thensystematized and process withbig data.

17

EVOLUTION OF COMMUNICATION

Duis arcu tortor, suscipit eget, imperdietREFORESTATION AND ENVIROMENTAL PROJECTS

Local language social media messageswere created to invite people over thelocal radio to see the web page and thesocial media accounts.

18

EVOLUTION OF COMMUNICATION

Duis arcu tortor, suscipit eget, imperdietGovernment – Community – Company

Now there is the effort to maintain thelocal community engaged in thisprojects in collaboration with thegovernment.

19

EVOLUTION OF COMMUNICATION