Social Media And The Chilean Government… Hitched For Better Or For Worse?

Updated July 5, 2011

Social Media and Democracy

The social media movement is here to stay shifting the Internet from a one-way informational medium to a two-way conversation with dynamic interaction. 

According to a recent Pew Internet study 81% of U.S. internet users looked for information or completed a transaction on a government website in 2009. Many of these users believe government websites, Twitter, Facebook, blogs and podcasts are critical supplements to traditional means of communication (snail mail, phone customer services, etc.) and they are a great way to interact with government agencies. Social media is being used to improve the quality of interaction with the public because this type of engagement makes the government seem more accessible to the public and provides them with a more personalized approach, whether for informational or transactional purposes.

Take for example the United States President, Barack Obama, he used social media as part of his presidential campaign strategies because his campaign understood the potential to cheaply and effectively share his message with the masses, using a grassroots approach.  World leaders have come to understand that social media can be leveraged strategically to share information across organizational boundaries and become more accessible to a public that is motivated to connect, share and learn. Even more, this real-time active flow of information lends itself to more government transparency and represents a potential tool for accountability.  This trend is known as digital democracy or e-democracy. Like the United States, Chile is joining this trend.

Chile Enters The World Of Digital Democracy

As of 2010, Chile has 54.8% internet penetration and, according to a ComScore research, social networking sites reach 91% of Internet users in Chile, the most popular of these being, Facebook, Fotolog, Windows Live Profile and Twitter. It would be wise of any candidate to tap into this kind of outreach because of its massive reach potential and inexpensiveness. Sebastián Piñera, the current President of Chile, did exactly that during his presidential campaign election.

Founder and Director of Twitter, Jack Dorsey with President of Chile, Sebastián Piñera.

The Chilean President used social media sites such as Twitter not only to communicate his campaign ideas but also to segment his public and make sure the correct information was reaching the intended public, according to his campaign director, Pablo Matamoros. Additionally, this approach created closeness with his constituency, making the candidate more approachable to citizens.

Now that Piñera is President, his entire Cabinet is on board on this strategy. In fact, all of them have opened Twitter accounts. Chilean social media users are noticing and are taking advantage of this new way of interacting with their leaders. Many hope that this is a sign of progress and rather than a platform for merely sharing information, this will serve to steer Chile towards a stronger democracy where citizens can reach out to their officials directly. Even more, that through social media, the Chilean society will feel more to empowered to participate in shaping this country’s political future.

“I hope this is a way to establish greater horizontal communication between the ‘authorities’ and the citizenry, Chile is light years away from a real citizen government, and we have the means to do it, not only technologically, but also a large movement of people interested in the common good and with a desire to be heard… I am talking about real democracy and citizen expression.” -Enzo Abbagliati Boïls expressed in his blog, Cadaunadas.

The Backlash… Unjustified Or Traces Of An Old Regime?

Recently, a report by Radio Bio-Bio revealed that the Government of Chile hired a private company to monitor the country’s social media conversation. In a country that still hasn’t forgotten many years of dictatorship, (having started a democratic government in 1990 after a 17-year military government headed by Augusto Pinochet) some fear this is an intimidation tactic.

The government insists that it is their responsibility to listen to online conversations and gather this already publicly available information to be more in-tune with their citizen’s needs. But, social media users in Chile are concerned that along with this monitoring could come censorship based on dissenting opinions, according to Ana Piquer, Executive Director of Amnesty International Chile. “One [concern] is the right to privacy or intimacy, the other concern lies in the preservation of freedom of expression and right to assembly,” she explained.

However, it is not yet clear what will be done with the information that the government is gathering and until an ulterior intent can be proven, I consider it smart for this new tech-savvy government to access this information, which is already publicly visible, and use these tools to make their practices more efficient.

In this 2.0 world it is important for governments to be in par with new technologies and maximize their resources in order to promote productivity. Social media, when used correctly, is a powerful tool that can establish direct relationships between leaders and those affected by their measures but governments need to listen to the conversation and actively engage. Hopefully, the Government of Chile will use these resources to continue to develop democratic best practices for the country.

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Why Wines of Chile is successful

Today everyone uses social media as a form of communication. From politics to entertainment to college students to grandparents, social media dominates daily communication and interaction worldwide.  Aside from personal usage, companies have developed new unprecedented and creative strategies to reach consumers in massive droves. Social media offers companies a marketing avenue that appears accessible, current and connected to audiences all over the world.

Wines of Chile has benefitted from social media platforms by appealing to the over 8 million Chilean users who log hours online and connoisseurs of one of their favorite pastimes, wine. Chile is known for producing quality wine for its countrymen, who relish in the pride of homegrown products. Wines of Chile is an organization dedicated to promoting the quality and image of Chilean wine throughout the world, and informing people about Chilean wine through online outreach. They don’t simply inform people about Chilean wine through their social media outlets, they go beyond the basics.  Not only do they do an excellent job of intertwining Chilean history with Chilean wine heritage on the website, but they have also incorporated a sustainability component that establishes definitions and guidelines for environmental and social responsibility. They even have a Wine of Chile Sustainability Code that specifically designed for the Chilean wine industry.

Their Facebook page engages and attracts people from all over the world, even here in DC. They are constantly informing and engaging their audiences about various wines and events via Facebook posts and Twitter.  On a lighter note, the section dedicated to wine fun allows visitors to take quizzes and complete crossword puzzles on various wine topics.  Wines of Chile successfully reaches audiences from all over the world because of their ability to channel so much information from their website.  Regardless of what country you live in, Wines of Chile provides the reader with everything there is to know about Chilean wine.

Going for the Grape: Chile’s Quest to be Top Wine Producer

 

Who doesn’t enjoy a glass of wine after a long day’s work or with a five-course delicacy? According to The International Wine and Spirit Research firm (UK) it’s many of us. Global wine consumption has increased over the last ten years and isn’t expected to stop in the near future. By 2014, IWSR predicts that global consumption will reach nearly three billion cases of wine.

That’s a lot of wine and it translates to an exponentially growing market of consumers. As the spirits industry increasingly joins the Web 2.0 wave, naturally, wineries are targeting this open market.

Among the top ten wine producing countries is Chile, whose vineyards date back to the 16^th century. Recognition among any top ten lists is quite the accomplishment for most, but not for Chile’s wine industry.  The South American game player wants to be the number one producer of quality fermented grape juice.

Wines of Chile, the promotional organization of the region’s industry, is leading the way in the pursuit of securing more global customers. This year marked the organization’s 5^th Annual Online Blogger Tasting that creates quite the online conversation.

Private wineries are taking their own approaches to reaching distinct audiences across the globe.

Isla Negra Wines, produced southwest of Santiago, turned to social media to reach the UK audience with the launch of its campaign, “Inspired by the Coast.” The multi-platform promotion focused on imagery while the brand’s Facebook approach, taken in 2010, emphasized the importance of relationships to the brand that prides itself on value and quality. A year later, the brand only has 200 fans but it’s recognition of the advantages of social media is the start that Chilean wineries needs to reach its goal of ousting France and/or Italy come 2020.

In countries such as the Netherlands, where wine brand GatoNegro launched a social media campaign, the spirit industry must be extremely cognizant and strategic of its online marketing tactics as the legal drinking age varies depending on alcohol by volume (ABV) index. When ABV is 15 percent and under, 16 year olds are legally permitted to consume alcohol but once it exceeds 15 the age is increased to 18 years old.

Quite contrary to the United States’ legal age of 21 years old, the United Kingdom permits alcohol consumption at the tender age of five when the drinking is done in private.

On one hand the varying age restrictions provide ample opportunity for Chile to successfully market its products to the world, but that’s quite a fine line to walk.

With appropriately identified audiences and customized strategy, Chile can change the grape world.

LG Gets Social in Chile

It is every company’s mission to dominate a market with their products by way of productive and exciting consumer engagement. In the Web 2.0 era, productive and exciting consumer engagement often means utilizing social media in some capacity, if not entirely. In Chile, no company is engaging with consumers via social media better than LG. LG has been able to better position its brand and market its products by incorporating widespread consumer interests in its social media campaigns.

Paul Meadows, an executive at LG, recently said: “The next wave of our ‘Life’s Good’ brand campaign continues to educate and encourage consumers to get involved in technology. These new initiatives highlight the growing popularity of social networking and our increasing focus in that area… Young people today communicate with their friends and the world around them via social networks.”

With this in mind, LG heightened its level of engagement on social networks across the world, especially in Chile. It is tough to describe the scope of LG’s reach in Chile because they go beyond just having a presence on different social media networks — it is truly about consumer engagement with LG. Here are two recent social media marketing campaigns in which LG capitalized on the public’s interests to promote its products and engage with consumers:

LG and ‘The Social Network’

Last year, LG invited 400 people to a premiere party for the blockbuster hit ‘The Social Network.’ At the premiere, LG also introduced the Plus — its latest touch screen and social networking enabled mobile phone.

The movie premiere not only afforded LG with the opportunity to host a great event, but also allowed them to get invaluable feedback from attendees on LG, its latest products, and its widespread use of social networks, specifically Facebook.

Although LG has a number of country specific Facebook sites, most only have a few thousand fans. However, the official LG Facebook site in Chile is enormously popular with close to half a million fans. Among the top Facebook pages in Chile, LG ranks 21 and is the only product line in the top 25, which is made up of sport teams and entertainers.

LG & Copa America Argentina 2011

Copa America, what is considered the most important sporting event in Latin America in which national soccer clubs compete, is currently being held in Argentina with LG serving as the main sponsor. As a way to promote its brand and get the public engaged with the tournament, LG announced a contest where consumers can enter to win its latest mobile devices and a 3D TV by using Facebook and QR codes to participate. Although this contest is being held across Central and South America, the campaign is being heavily promoted in Chile because of LG’s popularity there.

Social media is increasingly used by businesses of all sizes for effective marketing campaigns, but the success of a campaign on social networks not only lies in good planning and adequate resources, but having creativity as a fundamental element. When you’re a tech brand like LG that has new products to constantly introduce to the market, it can be challenging to be creative, break through clutter and reach consumers without seeming overbearing.

LG has been incredibly successful in engaging a large portion of Chilean consumers by asking for feedback on the company’s product range; as consumers, we tend to value companies more that are willing to hear what we have to say — especially when they take our thoughts and ideas into consideration. Likewise, LG has been successful in getting Chileans involved in company-related activities and events because they’re willing to pay attention to their interests and meet them where they already are or, better yet, where they’re headed. Rule #1 in understanding consumers: pay attention to their behavior.

Chile: An Emerging National Brand Built from the Red, White and Blue

This weekend, the United States celebrates its independence day. Millions of Americans will join together in their patriotic red, white and blue and pay tribute to the country they love so dear.

Represented in the beloved star spangled banner, those three colors have far more meaning than first meets the eye. Widely recognized as the iconic symbol of our nation, the American flag is much more than just that. It is a national brand. Cultivated over many wars, battles and ultimately triumphs, the United States brand has become unmistakably known both domestically and worldwide.

In celebrating yet another birthday, the vibrant United States brand provides an example for others attempting to make a name in the game of national brand building.

Chile, for example, has had a tumultuous history and is seeking ways in which bring positive light to its nation in a new national branding project. Recently transitioning from a historically dictatorial regime, the newly elected President, Sebastián Piñera, has sought the opportunity to revitalize the somewhat unfavorable brand of Chile.

Similarly, while re-branding efforts were sought to be underway, the new Administration was also was tasked with working to alleviate two catastrophic disasters—one almost immediately following the other. First, an 8.8 magnitude earthquake hit the country and later 33 miners were trapped 2,000 feet underground for nearly two months. Although impossible to predict, both incidents provided an opportunity to leverage for national Chilean support and brand recognition. In fact, it would have been a PR failure to not seize the chance to capitalize on one of the most-watched Web events in recent in history.  However, luckily for the Chilean brand, they did just that. The Twitter hash-tag #Chileanminers climbed the trending charts for week after week, stories covering the events were published daily worldwide and fan pages were prevalent on many all social media channels. Audiences were captivated by the event and many sat by the edge of their seats cheering for the miners safe return home.

Coincidentally, in nearly all media coverage shown, the Chilean flag was clearly present. Taking a cue from professional branding experts, the Chileans were driving their “product” home to audiences across the world.

Chilean flag represented nearly half a mine below ground

 

 

 

 

 

 

 

 

In doing so, the brand of Chile grew   exponentially over the course of short period of time.

However, with this sudden increase in media exposure: what does this all mean for the brand of Chile?

The truth of the matter is that for far too long, Chile has been sitting on the side lines of global conversaions. Not many people (except true brand loyalists) can tell you much about this great nation off the top of their head, except perhaps some details of its previous dictatorship government or the wine—the delicious, delicious wine.

Yet, Chile is so much more than that.

Although they have been riddled with a troublesome past and continue to face obstacles, their brand loyalists continue to remain and more importantly new audiences arise each day. In efforts to keep their success flourishing, active engagement and proactive tactics need be applied. Weather it is reaching a Canadian wine connoisseur who will only drink the best Chilean wine, a California native who always vacations in Rapa Nui or a Chilean street vendor selling flags on Fiesta Patrias (also known as Chile’s Independence day)—the bottom line is the same:  keep the conversation going.

The Chilean brand is certainly emerging as new one-to-watch and the world market eagerly awaiting its next move. While recent events may have sparked the momentum needed to help move the Chilean brand in the right direction, those effort alone will not be enough to keep their brand alive. As most PR professionals will say: once the conversation has stopped, your brand loyalty will be sure to follow.  However if successful branding efforts continue, who knows, one day, the Chilean red, white and blue may be as world renowned as the United States’ infamous stars and stripes.

Tweet, Tag, Love Soccer… it’s more than just “a game”.

Okay it is actually called football everywhere else in the world except for the United States because the U.S is different. Here, we have our version of football, which involves extremely muscular men wearing helmets and protective pads tossing around prolate spheroids (“slightly pointy egg-shaped”) balls rather than kicking around perfectly spherical balls.

And soccer is viewed as the uninvited guest that won’t leave.

But, everywhere else in the world soccer is serious business. Fans will live, die and brawl for their teams with other fans, players, coaches and referees. And Chile is no exception.

So, one word… FÚTBOL.

Chile is proud of its food, its wine and above everything else its fútbol. Chileans’ love of soccer developed from their very early years. Kids of all ages play in the street, empty fields, or anywhere there is a ball.  Husband and wives share the same intense passion for their favorite team as grandma’s and grandpa’s. When national team plays, 70,000 people go to the National Stadium. During the World Cup games, all of Chile united behind their country.

One of the best leagues in Chile is the Primera División de Chile. The league ranked 14^th in IFFHS and is one of the main components of the Chilean football league system. Primera División de Chile is widely considered by fanatics to be one of the highest quality leagues in the World of football and definitely the most underrated due to neighbors like Argentina and Brazil whose national teams are far more successful.

Ergo, what should one of the best leagues in the world wanting to get into the social media game do … take a page from the American football (not soccer) teams.

Thanks to McDonald’s; Pittsburg Steelers’ fans that attend a game are able to find him or herself in a 360-degree photo. Once found they tag themselves and share it with friends via Facebook, Twitter and email. Football fans are already highly engaged as it is but this was another avenue for them to express themselves and share their experience attending a NFL game.

Or the New York Jets who have one of the NFL’s most prominent and innovative social media presences. Just one of many social media endeavours, their “Ultimate Fan” Facebook application connect fans with one another, make head-to-head predictions and build virtual tailgates. Again this is another way for football fanatics to engage with other fanatics far and wide during the pre-season, regular season and off-season.

These teams took fan engagement and participation to another level. It is about using what you know about your fans and giving them an outlet for sharing, for talking, for doing whatever people who love the sport do. Becoming another extension in their everyday life activities.

So, Primera División de Chile it is time to suit up; based on research from ComScore and Chilean culture, here’s what we know:

• If there is one thing that can unite Chileans, it’s fútbol; their love of soccer goes deep.
• Nine out of every 10 Chileans tend to connect to or make use of social networks like Facebook or Twitter.
• Chileans tend to seek entertainment on the web.
• Chileans are highly social people.
• Chileans view social networks as the ideal place to meet and share with friends and families in different municipalities or regions.
• One of Chileans’ preferred activity is to share photographs, which is the reason why Fotolog is 3^rd most popular site.

Soccer isn’t JUST a game
it’s a lifestyle.

And social media is rapidly becoming an extension of Chilean life.

3 Reasons Why Falabella Is A Social Superstar In Chile

Chile has over 50% of their country population online, that’s more than 8.3 million people. Most of these people spend their time online (one of every four minutes) on social networking sites including Facebook and Twitter.

According to the same report from comScore, Chile ranks in the top five worldwide for Facebook usage and 11th in the world for their Twitter usage. Though Facebook and Twitter are the most embraced, Chile also has Fotolog, Windows Live Profile, Sonico, Badoo, and LinkedIn included in the top ten social sites used tools in the country.

Chilean businesses have taken notice. With the growth of adoption and usage of these social networking sites, more and more companies in Chile are looking to Facebook, Twitter, and LinkedIn to secure new clients, incorporate into their marketing plans, connect with employees, and share information and increase customer loyalty with existing clients.  Chilean organizations including Domino, telepizza, and Falabella are even sponsors of the upcoming Social Media Day in Chile on June 30, 2011.

Falabella, a department store retailer that currently operates more than 39 locations in Chile, is one of a few key multichannel retailers in Chile taking full advance of social tools to engage and communicate with their customers and fans.

While a great product may be enough to get some people to “like” or “follow” a company or brand on social channels, there are three specific things Falabella has done that gives them social superstar status in Chile.

1. Facebook for Virtual Product Catalogs & Event Marketing. According to Socialbakers.com, 57% of Chilean Facebook users are between 18-34 years old.  This key target market in Chile is spending more of their time on social media and less time on email.  With those facts in mind, Falabella has begun posting their product catalogs and store event information on their Facebook page. They are where their customers are.  With daily updates on Facebook, it is easy to see how they already have over 154,000 likes/fans and have engagement from customers and fans on every single post on their wall.
2. It’s All About Deals and Steals. Around the world, consumers that “like” or “follow” retailers have deals in mind.  In fact, in a recent Shop.org study, over 58% of people indicated deals as a primary driver to proactively follow retailers.  Falabella has taken notice and continually posts great deals on wide variety of products on their Facebook and Twitter page.  The company also takes this to the next level by introducing deals and giveaways exclusive to their Facebook fans, that just this month included a giveaway of five gift cards to those that participate in sharing photographs of their dads for their “Super Papa” campaign.
3. Tweeting for Customer Service and Engagement. Anyone can create a Twitter page, but smart retailers are using Twitter as a tool to communicate with their customers on new products, special events, specific store information, and more. The best retailers, are doing everything aforementioned, but consistently are replying to questions, comments, and mentions from their fans and followers. With over 18,000 fans and growing in Chile alone, Falbella is on top of their tweeting.

Already recognized as an award-winning eCommerce player in Chile, Falabella is using Facebook and Twitter (in addition to other social and digital channels like their own YouTube channel) to get their customers product catalogs, information about deals and events, and as customer service and engagement tools.  Perhaps most importantly, Falabella not only promotes these channels on their corporate website, but also cross promotes their key social channels within each other.  Their Twitter page clearly promotes their Facebook and YouTube pages, and vice versa, as each channel has different benefits, engagement strategies, and response styles and  teams in place.  For Falbella, it is obvious that social networking sites are a part of a planned, strategic marketing communications and customer service framework.

What could be next for Falabella?  They will have to work harder to grow with the recent entry of two American retail powerhouses, Wal-Mart (with the acquisition of D&S) and Groupon, into the country in the last two years.  Falabella must continue to focus on what they do best and establish and highlight their Chilean roots.  Additionally, with consumers being driven more and more by deals, Falbella may want to consider their own daily or weekly deal marketing campaigns, even with just a subset of products.

As long as this social superstar keeps their eyes on their digital, deal-seeking, social customers and fans – they will continue to grow and succeed in Chile, and beyond.