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Communication landscape

ARE YOUIN CONTROL ENOUGH TOLET GO?

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“We are no longer a generation of viewers, listeners or readers:

we’re users”

Latin America is like the rest of the world

Objective: Momentum for marketer push and consumer pull

Media

Consumer

The world changed, new approach to marcom Communication pyramid

(or funnel)

PreferenceLoyalty

Action

Preference

Consideration

Awareness

Communication matrix(mix of influence)

Eyeballs in

Buyers out

Channels

Eyeballs

Buyers

Influencers

RecommendationFamily, friends

Other media inputPeer

reviews

User generated content

Formats

New metrics for the conversational media market

InfluenceShare of influence

Share of buzzSEO ranking

Engagement

Views/downloads

Fans or friends

Participation

ReferralSend to friends

Posts/embeds owned pages

Social bookmarking

Problems solved

IntimacyLoyalty

Repeat visitsLength of time

spentComments

Media MetricsRating

ImpressionsCPMCPR

ReachFrequency

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The semantics of the metrics are challenging

May-10 May-11

('000 imp) (% reach) ('000 imp) (% reach)

Internet population 2,484 100.0 3,150 100.0

Portals 2,484 100.0 3,087 98.0

Top 100 Properties 2,484 100.0 3,150 100.0

Services - Discussion/Chat 1,078 43.4 1,238 39.3

Services - Downloads 1,408 56.7 1,675 53.2

Services - e-mail 1,981 79.7 2,099 66.6

Gross Social Impressions/month 4,467 100 5,012 100

Per capita impressions/month 1.8 1.6

Average frequency of exposure 1.8 1.6

Comscore, Venezuela, Home & Office

It starts with the consumer and what they say

PRCSR programsCommunication planningInfluencer strategyBrand trackingReputation managementCreative developmentDesignCompetitor activityDigital strategyCampaign evaluationEvent measurementRisk management