newmediadev2009



PODER INTELLIGENCE UNIT (PIU)

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MISSION:



INTRODUCTION TO PODER








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PODER MAGAZINE is the premier business publication for US Hispanic and Latin American leaders, entrepreneurs and decision makers.

Mission

PODER is a publication for Latinos in power - and those who aspire to be. PODER offers business news, profiles, and exclusive interviews with high-ranking business and political leaders. Its in depth, cutting edge editorial
coverage and exclusive insider access and information on the US Hispanic market and Latin America have made it an influence in social, economic, political and cultural arenas.

PODER Products

PODER is published in the US, Mexico, Colombia, Chile, Venezuela and Peru with a total circulation of over 300,000. By December 2009, PODER will add to its product offerings by launching Animal Politico online.



ANIMAL POLITICO

What is Animal Politico?

Animal Politico is PODER’S new political website initiative set to have a ‘soft’ launch in Mexico the first week of December 2009.

The Launch in Mexico

PODER first launched their print magazine in Mexico. The magazine feels that they have the most mature market in Mexico, and thus the most viable. The Mexican Presidential Election is coming up in three years in Mexico, and this would be a good time to tap into the online market and become a credible source for online political news in Mexico.

It was also identified that there is a huge need in Mexico for independent media. If PODER begins to cover the news from a different angle, they will be able to compete with the major players that have a monopoly on the news industry in Mexico.

Proposed Web Layout for Animal Politico

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Proposed Web Layout for Animal Politico (Source: Animal Politico)



KEY AREAS OF RESEARCH FOR P.I.U.

  1. Changes in political journalism in the last five years
  2. Competition and comparative analysis between Mexico and US
  3. To whom does Animal Politico matter to in the US (Target Audience?)
  4. The social media strategy for Animal Politico



Changes in political journalism in the last five years

-Matt-



Competition and comparative analysis between Mexico and United States

Before even researching we realized the shift in the political sphere that has happened in the U.S. with the Obama Campaign. Politics is happening online more than in any other country and certainly more than in Mexico. So in addition to the technological differences and general issues of accessibility, U.S. politics have conquered the internet. Although one still cannot speak of a sustainable development in terms of political participation via online channels and elements of the presidential campaigns can be rather understood as mobilization than as information about politics and policies the platform as such has become a political tool. Mexican politics are not "as online".
The U.S. polticial culture is extremely different. Due to widespread frustation with politics and politcians in Mexico one can assume relatively more willingness in the U.S. to participate. This participation is becoming more feasible in the digital era. Obama has made use of this technology and seems to have been able to spark the interest in politics among the "digital generation". However, through our research findings it seems that those interested in online political information comparable to Amimal Politico's concept are much older: According to Quancast.com an online site that measures audience date for online sites shows some interesting findings.
Politico. Com
The online site for "The Politico", a Washington, DC based organization that that distributes its content via television, the Internet( Politico.com), newspaper, and radio. Its coverage includes Congree, Washington, D.C. lobbying, and the Presidency. Politico.com reported extensively on the recent presidential election of Barack Obama.
Politico.com Users:
5.4 Million monthly U.S. users/ 5.8 global
United States 5,701,932 92.79 191 93.36 161
Mexico 6,711 0.11 6 0.09 5

Demographics
Male: 78%
Female 22%
Caucasian
Rich
Old No kid 0-17 ( in household)
Educated ( College- Post Graduate)
Age:
50+- 56% ( compared to normal internet audience as a whole)
62%- Passerbys

The Huffington Post (often referred to as HuffPost) is an American liberal news website and aggregated blog featuring various news sources and columnists.
Huffington Post: 15.6 Milion, 19.8 Global
59% Male
41% Female
35-49 38%
50+ 41%
Rich but not as rich
Mainly Large Business
Educated

Daily Beast: 2 million monthly users

63% male
50 % 50+
92 % Caucasian
No Kids 0-17
Rich
Educated- More than half went to college.
Mainly Large Business

After exchanging insights with the Animal Politico team we expect a similar social pattern for the potential audience in Mexico. However, we see two obstacles:
First, especially people involved in politics and the DC orbit use e.g. politico.com. If Animal Politico pursues its concept to cover more than the Mexican mainstream media monopoly - including more sensitive issues - the question arises which audience would be most interested in this coverage. Parts of the elite may as well reject this form of investigative journalism. So there might be a conflict when transfering the audience pattern that is dominated by the politically involved. Second and this is a general and not Mexico-specific obstacle, the group of people that are interested in the type of information Aminal Politico offers is not the group that is particularly internet-minded. The audience is older than average. Yet, platforms like Animal Politico could see the high internet usage of young people as an advantage compared to traditional media and engage to raise young people's interest in politics. In a young country like Mexico there is certainly a potential and considering the frustration with politics a first step to foster participation might lie in a more attractive presentation of information.

Articles on U.S. News Trends:
The Pew Research Center for People & the Press
60% of young adult American's get their news from the TV...
Young Adults get their news from Comedy Shows?
Colbert Stewart Alternatives to Traditional News?





Animal Politico's Stakeholders in the US





Animal Politico's Social Media Strategy











As the youtube videos above illustrate, the importance of social media online cannot be understated. It has revolutionized the way people communicate, giving internet users the opportunity to refer to the different points of view of their peers, rather than listening to the sole voice and advertising of the proprietor. Viral tools, leveraging on the voracity of the users within social networks, have also become a useful way for firms to spread news and popularity of their products. However, the effectiveness of such social media tools can only be amplified to a useful level if there are sufficient users, and a broad enough internet base in the country. Thus, in examining the usefulness of pursuing an active social media strategy for Animal Politico, it is first important to examine the penetration rate of the internet in Mexico. With the ability of mobile phones to receive data, be it for short messages or internet data, these mini-computers have also slowly broken into the myriad of tools that people utilize to obtain online content. The potential of mobile phones that social media tools can leverage upon to spread its reach is extremely high, and thus examining the penetration rate of mobile phones in Mexico is also another pertinent issue in this topic.



Internet Penetration in Mexico
The internet penetration rate in Mexico has been hovering around 25% to 30% of its population.[1] Internet World Stats reports that eMarketer found that Mexico has a 24.8% penetration rate as of September 2009, indicating that there are over 27.6 million internet users in the country.[2] While the penetration rate stated above is low compared to many Asian and European countries, and despite trailing other Latin American countries such as Brazil, Colombia, and Argentina, in absolute terms, Mexico is only second to Brazil in terms of number of people online.[3] It appears that the upside in Mexico is that internet penetration has been and will continue to grow rapidly in the years to come.[4]

Mobile Phone Penetration in Mexico
In terms of rapid growth, there appears to be a similar trend for mobile phone penetration in Mexico as that of its internet penetration rate. Driven by a booming Global System for Mobile communications (GSM) sector, Mexico's mobile industry has been growing on average at 17% per annum, achieving more than 70% penetration by end 2008.[5] The Mexican telecom industry grew 21.5% in 2005, with growth in mobile phone communications accounting for 71% of this growth. It was reported that mobile phone users reached 47.5 million at the end of 2005, with mobile traffic growing 35% year-on-year.[6] In the 3rd quarter of 2008, the number of mobile phone users rose to 75 million, and it seems a near-certainty that the 75% penetration mark will be breached some time in 2009.[7]

With the implementation of number portability in mid-2007, together with the planned wireless spectrum auctions in 2009 to boost competition in the mobile market to facilitate the launch of next-generation mobile technology,[8] the indications are that growth in mobile phone usage will be strong and an increasing number of users will be able to access the internet through the next-generation mobile technology from their mobile phones. This is important for sites such as Animal Politico, as a mobile-content website should be set up to cater to these users, making the site less awkward and more user-friendly.

In terms of the mobile phone user dem
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Source: Marsical and Bonina (2006), Mobile Phone Usage in Mexico: Policy and Popular Dimensions, Telecom Cide.
ographics, young adults aged between 25 to 34 showed the highest mobile phone adoption rate in 2005.[9] This is not surprising given that mobile operators in Mexico have been targeting the younger generation in their product and publicity campaigns. The 50 years and older age group has the lowest penetration rate, typical of the pattern worldwide - this is possibly due to the typical resistance that older people often show to new technology.[10] The figure on the left illustrates the mobile phone adoption statistics in 2005 in Mexico.

With the great potential of mobile phone growth and the next-generation mobile telephony available in Mexico now, it appears prudent to examine the possibility of designing content to be delivered to the most popular mobile phone devices in the most convenient way possible to the user. Apart from the Apple iPhone and iPod platform, which has an extremely strong market base, boasting more than 30 million downloads as of February 2009,[11] Handango, the leading provider of smartphone content globally, reported that the strongest smartphone platform in terms of applications sold was he PocketPC (Windows Mobile operating system) platform, followed by Research in Motion (RIM)'s Blackberry platform at the end of 2008.[12] This is seen in the chart on the right. However, in 2009, the Blackberry platform has been reported to become the dominant player in the market, with its applications accounting for 44% of all applications sold.[13] As such, Animal Politico ought to focus on designing applications which will suit these the PocketPC, Apple mobile, and Blackberry mobile phone platforms, to capitalize on the large potential target audience available. In terms of priority, the first priority should be to develop the mobile phone application for the Blackberry platform, as the primary target audience of Animal Politico - older internet users, professionals, and politicians - are most likely users of this platform.



Strong adoption of social media in Mexico
The adoption of social media in Mexico is strong, and is driven by young influencers. According to the ComScore State of Internet Report - Mexico, April 2009, internet growth in Mexico is led by the youth, with 48% of all internet users in the country between 15 and 24, compared with 35% in Latin America, a
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Source: Wilkins, K. (2009), Social Media in Mexico: 5 Things You Need to Know, Ogilvy Public Relations Worldwide
nd 26% worldwide. It thus comes as no surprise that early adopters and heavy utilizers of internet are using social platforms at a rate higher than most countries in the world. The table on the right illustrates statistics from Universal McCann Wave 3 research, illustrating the types of social media activities undertaken by Mexican users of the internet.[14]

Apart from the large majority of youths being online, it is also important to note that, unlike the online scene in other countries such as the US, online influencers or influential bloggers in Mexico have yet to mature to the point of fragmentation, and online affinity groups where bloggers only comment and blog on their niche area have yet to truly emerge. As pointed by in a blog by Ogilvy Public Relations, this does not mean that Mexicans are not interested in niche content, they look for such specific blog contents in US sites, or Spanish language blogs from other Latin American countries and Europe.[15] As such, these popular bloggers use their blogs for its original intention, as personal online journals covering a wide range of topics. As such, monitoring and commenting actively on any relevant content that is being blogged about Animal Politico and PODER would be more difficult than in fragmented online communities elsewhere.

The popularity of adopting social media strategies to forward an organization's agenda has even spread to the Mexican government, seen through the collaboration between Mexico's Tourism Board and Quepasa.com, one of the fastest-growing Latino social networks in the world. The tourism board aims to utilize Quepasa's platform to promote Mexican tourist destinations via online communities, indexing content related to specific destinations, facilitating user interaction through blogs and other viral tools.[16]



Enabling Animal Politico's Social Media Strategy
Get on Facebook, MySpace, twitter, and LinkedIn. Most research done on social networking tools consistently indicate that the most popular tools include Facebook, MySpace, and twitter. eBizMBA published an article in November 2009 on the top 20 Most Popular Social Networking Websites, and the top 4 social networking sites were Facebook, MySpace, twitter, and LinkedIn.[17] It is thus important that given the high volume of online traffic that visit these sites, any cogent social media strategy must leverage heavily on the popularity and dense visitorship of these sites. Fan and product pages on Facebook and MySpace should be created and updated with the latest updates on Animal Politico. Links to interesting and top stories should also be posted at these sites in a timely fashion, generating outbound links to the main Animal Politico website. A LinkedIn page for the Poder should also be created, allowing employees to link themselves to the firm, thereby generating a greater online presence for both Poder and Animal Politico.

Compatibility with Delicious. A key social networking tool that Animal Politico should embrace would be Delicious. This online bookmarking service has more than five million users, and when applied in a convenient and well designed fashion to the news stories published on Animal Politico, it will encourage Delicious users to bookmark these pages, which will direct more unique visitors who are part of their network towards the web page. However, it is important that in order for such a service to be compatible with Animal Politico's website, static URLs should be generated for each news story and post, such as those seen at BBC's new website. This will avoid broken links that may result in a poor user experience.

Engage the readers in a timely fashion. Sean Carton, a writer for ClickZ, highlights that in order to fully utilize and maximize the benefits of social media, the management of a brand must be prepared to let go of some control of the brand to allow for social interaction.[18] It is important that in utilizing social media tools, that a concerted and consistent effort is made by Animal Politico to engage in the conversations with readers, be it scouring the internet for posts relating to Animal Politico and correcting any misinformation, responding to comments that are left on the website or on twitter. An active social media presence is needed to respond to both negative and positive commentary online in a timely fashion.

The picture below illustrates the Conversation Prism developed by Brian Solis and Jesse Thomas. Version 2.0 of the Prism was introduced in March 2009 (seen below), while the first version of this Prism debuted in August 2008. As the creators introduce it, the Prism provides a "visual representation of the true expansiveness of the Social Web and the conversations that define it".[19] It highlights the myriad of different social networking tools available on the internet today, and the various categories and functions that these tools fall under.

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The Conversation Prism Version 2.0 (Source: http://theconversationprism.com/)


Footnotes
[1] Wilkins, K. (2009), Social Media in Mexico: 5 Things You Need to Know, Ogilvy Public Relations Worldwide.
[2] Internet World Stats (2009), Mexico and Central America Internet Usage, Internet World Stats.
[3] Wilkins, K. (2009), Social Media in Mexico: 5 Things You Need to Know, Ogilvy Public Relations Worldwide.
[4] Ibid.
[5] BuddleComm (2009), Mexico - Mobile Market - Overview and Statistics, Paul Buddle Communication Pty Ltd.
[6] ZDNet Research (2006), Cell phone penetration in Mexico reached 46% in 2005, ZDNet.
[7] Cellular-News (2009), 75 Million Mark Passed, 75% Penetration Beckons, Cellular-News
[8] BuddleComm (2009), Mexico - Mobile Market - Overview and Statistics, Paul Buddle Communication Pty Ltd.
[9] Marsical and Bonina (2006), Mobile Phone Usage in Mexico: Policy and Popular Dimensions, Telecom Cide.
[10] Ibid.
[11] Yardley, G. (n.d.), 'AppStore Secrets', Pinch Media.
[12] Handango (2009), Handango Yardstick Year End Special Edition January - December 2008, Handango.
[13] Handango (2009), Handango Releases Yardstick Report - Blackberry Becomes Dominant Platform for First Time Ever, Handango Press Release.
[14] Wilkins, K. (2009), Social Media in Mexico: 5 Things You Need to Know, Ogilvy Public Relations Worldwide.
[15] Ibid.
[16] Breaking Travel News (2009). Quepasa and Mexico's Tourism Board Announce Social Media Marketing Initiative, Breaking Travel News.
[17] eBizMBA (2009). Top 20 Most Popular Social Networking Websites, eBizMBA.
[18] Carton, S. (2009). A Social Media Strategy Checklist, ClickZ.
[19] Solis, B. (2009). The Conversation Prism v2.0, briansolis.com.



APPENDIX

Selection of Proposed Logos for Animal Politico



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Source: Animal Politico




Miscellaneous Resources



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