Do Brands Talk to Their Customers About Women and Equality on Social Media?

Do brands talk to their customers about Women and Equality on social media?

STUDY

DO BRANDS TALK TO THEIR CUSTOMERS ABOUT WOMEN AND EQUALITY ON SOCIAL MEDIA?

An analysis of influential communities in nine countries in Latin America and Spain

Madrid, April 17, 2019

llorenteycuenca.com Digital INDEX

We turn digital experiences into business results 04. A sense of opportunity 05. • LLYC’s Digital area drives digital projects for its customers, from data Territories and communities intelligence to conversion. It takes a holistic and cross-functional perspective 07. Cautious brands and feminist activism to successfully link reputational objectives, business goals and marketing techniques with communication methods. 08. Argentina: A Consolidated Push Forward

• We support CEOs in progressing their companies’ digital transformation 10. Brazil: Continuous Polarization strategies by managing successful short-term projects involving various organizational areas and allies. 12. Chile: Need for Recognition 3 • We help Chief Communication Officers (CCOs) protect and promote their 14. Colombia: A Debt to be Settled companies’ reputations in mass media or around corporate causes of public interest, applying advanced listening, content generation and digital interaction 16. Ecuador: Encapsulated Vindication methods. 18. Spain: Heading the Fight • We aid Chief Marketing Officers (CMOs) in gaining customer loyalty around products and services through the combined techniques of inbound marketing, 20. Mexico: Opportunistic Commitment brand advocacy and customer experience. 22. Panama: Winning Battles • We collaborate with Chief Human Resources Officers (CHROs) on employer brand construction in the digital environment through effective talent 24. Peru: A Long Way to Go engagement and employee advocacy initiatives. 26. The Dominican Republic: Widely Committed • We advise Chief Financial Officers (CFOs) to help them empower and expand stakeholder relationships by leveraging their digital channels, focusing above 29. Authors all, on the critical areas most relevant to financial operations and strategic events.

For more information, please contact: Iván Pino Zas Partner and Senior Digital Area Director [email protected]

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

A SENSE OF OPPORTUNITY TERRITORIES AND COMMUNITIES

In recent years, International Women’s Day (March 8) has become Who, what and why: these are the three key questions any a global social and political milestone; around the world, public marketing or communication strategy should answer. Even Luisa García declarations of feminism rise, citizenship initiatives take place and ostensibly simple actions can quickly become much more Iván Pino Partner and advertising campaigns focus on gender equality. But why? Is there difficult in the digital world we live in today. Member and Senior Director General Regional a true sense of opportunity being created, or is this phenomenon in the Digital Area in LLYC Director of LLYC merely opportunistic? In this paper, we examine this question Our digital world is so saturated with noise and information— through the lens of brand performance and from a marketing and good and bad—that it is much more difficult to properly answer communications perspective. the question of “what.” Our world is so overwhelmed with data from an endless number of sources that decoding “why” becomes a real challenge. Even resolving the question of “who” can be a challenge when any If public-facing actions are opportunistic, they will represent a legitimate initiative that tries to leverage the person can, in the age of social media, influence a brand’s position or reputation at any time. “flavor of the month” to quickly connect with a certain market segment, seeking to 5 gain visibility in the short-term. If, however, there is a true “sense of opportunity,” In this digital world, it is necessary to have more sophisticated methods for we find brands that consider International Women’s Day a relevant opportunity strategic marketing and communication. We need methods that integrate to connect with those who already share their same values and purposes, both modern technologies such as artificial intelligence, big data, automation and before and after the milestone. It goes beyond any one campaign or visibility social graph analysis, all without ever losing sight of the North Star that is our activity, becoming instead an effort to improve both relationships with and territories and communities. These new elements must guide our decisions. corporate commitment to customers and other key groups. “We have approached the challenge Tackling this challenge was the inspiration behind this job, through which we The truth is, digitalization has made the path of opportunism more volatile and of clarifying brand participation have approached the challenge of clarifying brand participation in Women sterile than the alternative. Never before has news been so short-lived, nor and Equality, a conversational territory of great social interest. Using semantic distrust in advertising so widespread. Brands that truly seek to appeal to more in Women and Equality, analysis tools in search engines, we limited the territory by combining the and better customers through social communications on networks (which a conversational territory most-searched informational topics. By applying that formula to social media is not the same as communications on social media) know they must make big data platforms, we obtained the necessary information to analyze the an impression in their audiences’ minds and hearts to turn them into brand of great social interest” main interaction and conversation nodes. LLYC analysts and consultants from promoters. They also know they cannot achieve this through mere declarations ten different teams then examined these nodes to identify the most relevant or short-lived campaigns, but only by taking persistent, coherent and consistent spokespeople and communities in each country surveyed. action in line with their brand purpose. The data speaks for itself. In effect, it shows us brands that joined the With this in mind, we sought to answer the question, “Do brands talk to their conversation on Women and Equality from the safety of self-promotion to customers about Women and Equality on social media?” We analyzed digital raise their own visibility. But the data also shows us other brands that dared data across nine countries in Latin America and Spain by: to venture further, contacting communities directly and even expressing mutual values and interests when interacting with spokespeople. The results reveal key points of great interest relating to brand positioning in 1. Looking at conversations from before and on March 8 to discern elements of a sincere brand their relevant markets, points which are predicated on the values and interests of their customers and other commitment to their causes and values. groups of interest. Furthermore, they are increasingly essential in the process of developing marketing and communication strategies. 2. Examining data from a six-month period to determine how persistent communications were.

3. Evaluating whether the brands generated interactions with other spokespeople, or if they merely advertised their content without leaving a lasting impression.

In short, we tried to determine the degree of each brand’s “sense of opportunity” relating to Women and Equality.

Our results and conclusions were very interesting. We found cautious brands working in a context of social, political and cultural effervescence, but we also identified opportunities to manage risks and create valuable connections with current and potential customers. This data should be analyzed with advanced methodologies and, if possible, leveraged to help sincere companies carry out effective marketing and communication strategies.

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

CAUTIOUS BRANDS AND FEMINIST ACTIVISM

Based on an analysis of over 2.2 million social 4. In countries where brands do not participate in media conversations, in which some 430,000 the “Women and Equality” territory, communities actors participated and among which we have are consistently aligned against various forms identified up to 32,000 influential spokespeople of violence against women (feminicide, rape, in nine countries in Latin America and Spain, we abuse, etc.). These conversations often take on a have come to the following conclusions: more emotional tone which, in some cases, can polarize participants’ positions. 1. We found that brands present their own content in the “Women and Equality” territory in 5. In all countries surveyed, with the exception countries where more conversational participants of Mexico, we found the opinion leaders in the are women. This was observed in the Dominican territory are mainly women (an average of 63 7 Republic, Panama, Peru and Spain, with Colombia percent) even when they are not the majority of being the only exception to this trend. participants in the conversation.

6. Among the top 500 most influential people in the “Women and Equality” territory, we found women “Brands present in the institutional and political fields (42 percent), business and professional fields (22 percent), their own content mass media (26 percent), social organizations (5 in the ‘Women and percent) and teaching and research (5 percent).

Equality’ territory 7. We identified the brands that participate in the in countries where “Women and Equality” territory in an influential way in the Dominican Republic (Microsoft, Banco more conversational de León and the Professional Baseball League) participants are women” and Spain (Iberdrola, ONCE or Fundación Repsol).

8. We found companies that publish isolated 2. When the majority of the national conversation content on “Women and Equality” in Colombia is led by women, the communities that interact in (Ecopetrol, Avon, EPM, Alpina and Cafam), the the territory are consistently politically positioned Dominican Republic (PepsiCo, Claro, YouTube, in favor of feminist government policies, BBVA and the World Bank), Panama (YouTube), declarations of women’s human rights and/ Peru (Movistar, Avon, Telefónica, EY, Scotiabank, or empowerment of women in labor and the BBVA and Backus) and Spain (IKEA, Caixa Bank, sciences. FNAC, Hootsuite, L’Oréal, Oracle, Banco Santander, AXA Seguros and the Red Cross). 3. However, when women are a minority in the national conversation, brands do not participate in the “Women and Equality” territory with their own content. This was observed in Argentina, Brazil, Chile, Ecuador and Mexico.

1 Datos extraídos de Brandwatch y Graphext entre septiembre de 2018 y febrero de 2019. 2 Data taken from Graphtext between September 2018 and February 2019.

llorenteycuenca.com Análisis de comunidades de influencia en nueve países de Latinoamérica

ARGENTINA: A CONSOLIDATED PUSH FORWARD SOCIOPOLITICAL MACRO-COMMUNITIES:2

RAPE GENDER IDEOLOGY

Size: 4% (213 members). Size: 2% (146 members). Description: Community focused on violence Description: Community involved in the struggle against women, specifically rape and for women’s rights, equality and feminism. sexual harassment. 29% 523K 71% 50K 5,966 Keywords: Gender, rights, feminism. Men1 Conversations1 Women1 Participants1 Influencers1 Keywords: Rape, victims, violence, sexual harassment. Influencers: Influencers:

Diana Maffía Agustín Laje 1 1 In the last few years, the “Women and Equality” territory As feminism is increasingly apparent in all areas, brands Doctor of philosophy and head of the Gender Justice Observatory, re- Writer and political sciences graduate porting to the Buenos Aires Council of Magistrates Justice Department has taken a front-and-center role in Argentina. Partially due must take it into account when communicating. Social 2 Mariano Obarrio 2 Cristina Lobaiza Journalist to the rise of social media, the systemic mistreatment of norms are constantly changing and being challenged. At Psychologist and writer Amalia Granata Luciana Peker 3 women has become more visible. Widespread stereotypes present, 80 percent of a company’s communication is done Journalist and member of Partido Popular 3 Journalist and author of Putitas Golosas and social trends that acted to the detriment of women through social media. Consequently, it is a fact that each María Eugenia Vidal Flavia Freidenberg 4 4 Governor of Buenos Aires have been coming to light. thing that a brand says is extremely visible, and even the Researcher and professor at the National University of Misiones Miss Bolivia Celeste Mac Dougall 5 Singer smallest error can go viral and affect the company for life. 5 Teacher and feminist

Victoria Donda Thanks to those women who shared their stories and made Rafael Elizondo 6 6 Representative the problems facing women in today’s society known, a Political electoral consultant and general manager of Electorum 9 Mercedes D’ Alessandro Roberto Sukerman national conversation began among influencers from many 7 Writer and economist “Social media has been 7 Lawyer, constitutional law professor at the National University of Rosario and Rosario councilman different fields. Currently, the topic of feminism is highly Lucila De Ponti 8 Agustina Larrea Representative instrumental in making 8 present in the media and on political agendas. In recent Journalist Ofelia Fernández years, feminism has taken on an important role in the 9 the country’s gender Norma López Political activist 9 Journalist and Rosario councilwoman country’s zeitgeist, leading to increased awareness of the Alicira Argumero 10 inequality problem Bruno Baschetti Sociologist, politician and teacher patriarchal society’s many problems, as well as benchmarks 10 San Miguel councilman for what a true egalitarian society would look like. more visible”

2 As an important milestone, a campaign started in 2015 called MICRO-COMMUNITIES OF BRAND INTEREST “Ni Una Menos” (“Not One Less”) became very powerful in Few brands have a truly equality-oriented message. Argentina. This campaign aims to put an end to femicides However, we see more and more brands making efforts in No brands were involved in the “Women and Equality” conversation territory in Argentina. (extreme violence against women due to their gender) and this direction. create a safer society for women. At the same time, several INFLUENTIAL WOMAN LEADERS AND PROFESSIONALS: cases of sexual harassment and violence came to light in Social media has been instrumental in making the country’s the media, giving more attention to the topic and ensuring gender inequality problem more visible. It remains the POLITICAL AND BUSINESS AND PROFES- SOCIAL the feminist movement would grow stronger. Additionally, most widespread and visible form of communication in INSTITUTIONAL AREA SIONAL ENVIRONMENT MEDIA ORGANIZATIONS there was a debate in the Argentine Congress in 2018 on the world today. These days, a hashtag or a trend may 1 Carmela Moreau 1 Verónica W. 1 Mariana Romero 1 Malena Pichón the Voluntary Interruption of Pregnancy (IVE, for its Spanish turn into a movement, such as #QueSeaLey (“let it be law”), 2 Gabriela Estévez 2 Ana Belen Marmora 2 Macarena Bercovich 2 Nicole Quinteros acronym), which generated widespread social mobilization #AbortoLegal (“legal abortion”), #NiUnaMenos (“not one 3 Marcela Cortiellas 3 Génesis D. 3 Luciana Sabina and increased awareness on the role of women throughout less”) and #MeToo. 4 Roberto Baradel 4 Celeste Pibitane 4 Sandra Chaer society. Each protest puts us one step closer to achieving an egalitarian society. Traditional media has not yet adapted to this cultural 5 Lucila Masin 5 Lucía Gutierrez 5 Florencia Alcaraz change, and most of them still have a glaring gap between 6 Lucila de Ponti 6 Flor Barraza The reason the term “feminism” or the idea of “Women and the representation of men versus women. 7 Malena Galmarini 7 Mayra Mendoza

Equality” are so often discussed is because of the fact that 8 Camila Barba we are living in a patriarchal society in which it is believed 9 Naiara Castano that men are superior to women. The purpose of feminism 10 Camila Navarro is to fight for equality; it is a constant fight to push back 11 Julia González against the image of helplessness and incompetence society 12 Liliana Sánchez thrusts upon women and instead create a society where 13 Laura F. Belli women can enjoy the same social, political and economic benefits as men. More generally, feminism fights to make 14 Natsu Sh. sure everybody has equal rights regardless of gender. 15 Victoria Villarruel

Currently, there are many influencers on the subject of feminism who are steadily gaining popularity and visibility through various forms of expression. These include Rita 1 Data taken from Brandwatch and Graphext between September 2018 and February 2019 2 Data taken from Graphtext between September 2018 and February 2019. Segato, Luciana Peker, Marcela Lagarde, Ofelia Fernandez, Alejandro Martínez 3 Related brands: Those that form a community, alongside other inluencers in the conversation territory. 4 Unrelated brands: Those that publish content without creating a community with other influencers. Malena Pichot and Calu Rivero, among others. Director of Consumer Engagement and Digital Area of LLYC in Argentina

llorenteycuenca.com Do brands talk to theirLos 100 customers primeros about días Women anddel Equality gobierno on socialde Bolsonaro media?

BRAZIL: CONTINUOUS POLARIZATION SOCIOPOLITICAL MACRO-COMMUNITIES2

FEMINICIDE RIGHTS VICTIMS

Size: 3% (174 members). Size: 5% (112 members). Size: 2% (112 members). Description: Community concerned with Description: Community involved in the fight Description: Community involved with gender-based violence and the defense of for human rights. victims of violence . 58% 58K 42% 2.29M 4,858 women’s rights. Keywords: Victims, murder, violence, Men1 Conversations1 Women1 Participants1 Influencers1 Keywords: Confrontation, violence, gender. Keywords: Human rights, equality. justice, rape, human rights.

The last several months in Brazil have been marked The brands that tend to be invested in topics related by the radicalization of political messaging, and social to women’s equality have been able to get involved media has become a strategic battlefield for many in important conversations on this topic precisely MICRO-COMMUNITIES OF BRAND INTEREST2 different groups. One example of a women-focused because these conversations are so critical. movement, the #Elenão movement, which is mainly No brands were involved in the “Women’s Equality” conversation territory in Brazil. organized via Facebook groups, has taken to the Related to this, a large portion of female Brazilian streets in demonstrations throughout the country. executives do not have Twitter accounts or only use The movement began as a denouncement of several theirs infrequently. This leaves them out of relevant of then-presidential candidate Jair Bolsonaro’s conversations on women’s equality. They may appear 11 statements, which many considered to be sexist. in interviews in newspapers and magazines, but they are unable to secure positions as influencers due to After the conclusion of the presidential election, the a lack of direct interaction through online channels. already heated atmosphere on social media only became fiercer. Additional conversations have begun Looking at the country’s general landscape, we in response to multiple controversial government see few companies that have clarified their stance appointments relating to women’s and human rights. on these critical topics. One notable example is executive Luiza Trajano, founder of Magazine Luiza, who has been talking publicly about gender, entrepreneurship and women’s empowerment for “The most references to many years. Her company has launched a campaign called #eumetoacolhersim in March 2018, fighting ‘Women and Equality’ back against the saying “Em briga de marido e mulher, focus on political ninguém mete a colher” (“Nobody should get involved in a marital dispute”). The company renewed the movements, feminism campaign at the same time this year, launching and journalist activism” a portal through which one can report domestic violence.

In this regard, the most references to “Women and Speaking on the topic of Women and Equality is Equality” focus on political movements, feminism important on its own, but, above all, brands must and journalist activism. In addition, there are NGOs be consistently involved in conversations and working to promote both entrepreneurship and focus their attention on what is being said so they women’s rights. can avoid misunderstanding the political context. Female Brazilian executives vary widely in terms of The election’s timing, combined with the heightened their social media presence, and this may present an importance of political positioning, is exacerbated by opportunity—similar to the case of Luiza Trajano—to another topic, one that has become a point of contention raise their visibility and involvement in conversations among feminist activists. The term “feminicide,” while also supporting business development. referring to acts of extreme violence against women merely for being women, often committed by intimate partners or ex-partners, has become a ubiquitous topic in the media. In light of the intense focus on this contentious topic, positive conversations on women’s empowerment, equal rights and leadership in the workplace have been put on hold.

1 Data taken from Brandwatch and Graphext between September 2018 and February 2019 Diego Olavarría 2 Data taken from Graphtext between September 2018 and February 2019. Manager of the Digital Area 3 Related brands: Those that form a community, alongside other inluencers in the conversation territory. 4 Unrelated brands: Those that publish content without creating a community with other influencers. of LLYC in Brazil

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

CHILE: NEED FOR RECOGNITION SOCIOPOLITICAL MACRO-COMMUNITIES2

VIOLENCE AGAINST WOMEN SEXUAL ORIENTATION

Size: 6% (264 members). Size: 5% (239 members). Description: Community focused on supporting of Description: Community focused on victims of gender-based violence or discrimination. gender-equity and rights 52% 155K 48% 17K 4,621 Keywords: Violence, tolerance, disability, sexual for the gay community. Men1 Conversations1 Women1 Participants1 Influencers1 harassment. Keywords: Sexual orientation, lesbians, women. Influencers: Influencers:

Isabel Pla Isabel Pla 1 1 Beginning in April 2018 and continuing throughout The two main social-political macro communities Minister of Women and Gender Equity Minister of Women and Gender Equity the year, female students placed padlocks on identified in the country are those positioned against Sebastián Piñera Constanza Valdés 2 President of Chile 2 Law graduate and congressional advisor chairs at different universities across the country, a violence against women and sexual orientation- Gabriela Riveros Agurto Erika Montecinos 3 3 phenomenon that would be referred to by the mass based discrimination, both intrinsically related to Social worker Journalist and activist media as “feminist takeovers.” Unbeknownst to many the recent lesbophobic attacks. This has highlighted Nicolás Monckeberg Mauro Mura 4 Minister of Labor and Social Security 4 Writer at the time, this would become a cornerstone in the the sexism that exists even among minority groups Esteban Arevalo Natalia Valdebenito 5 5 long road to feminist vindication, embarked upon such as the country’s “Homosexual Integration and Lawyer Journalist during the last year. This has included reports against Liberation Movement” (MOVILH, for its Spanish Andrónico Luksic Camila Rojas 6 Chilean businessman 6 Feminist representative and spokeswoman several celebrities and television personalities, such acronym). Despite this, there are no outspoken 13 7 Viviana Paredes Leslie Ayala as Chilean filmmaker Nicolas Lopez, for alleged leaders online associated with any cause. The National head of the Ministry of Women and Gender Equality 7 Journalist sexual harassment. Although at the time they may one exception is our current Minister of Women, Waleska Fehrmann Daniela Pardo 8 Regional ministerial secretariat for Women and Gender Equity 8 Player for La Roja, Chile’s national soccer team have seemed like isolated cases, those illusions were Isabel Pla, who has made efforts in the last year to in the Los Rios region Magdalena Provis shattered by the massive march in which women spearhead government involvement during this Carolina Cuevas 9 Feminist journalist 9 Deputy secretary for the Ministry of Women and Gender Equity from across the country raised the flag of feminism. paradigm shift. Eloisa Gonzalez Lucía López 10 Activist in Unión Rebelde and former spokeswoman of ACES 2012 10 Journalist and radio and TV host At present, although there has been some progress among brands in the form of rewards and “There are no 2 recognitions for female executives, their presence MICRO-COMMUNITIES OF BRAND INTEREST outspoken leaders the digital sphere is sparse. The brands we do see communicating include Codelco, L’Oréal and Natura. No brands were involved in the “Women’s Equality” conversation territory in Chile. online associated with Additionally, we found there are no executive women any cause. The one who are well-positioned in research fields. exception is our current INFLUENTIAL WOMAN LEADERS AND PROFESSIONALS:

Minister of Women, POLITICAL AND BUSINESS AND PROFES- SOCIAL ACADEMIA AND Isabel Pla” INSTITUTIONAL AREA SIONAL ENVIRONMENT MEDIA ORGANIZATIONS RESEARCH 1 Cecilia Pérez 1 Claudia Vallés 1 Natalia Valdebenito 1 Michelle Bachelet 1 Maya Fernández

2 Gloria Naveillan 2 Daniela Pardo 2 Erika Montecinos 2 Valeria Riveros

3 Camila Vallejo 3 Erica Henríquez 3 Camila Gallardo 3 Viviana Paredes

4 Cecilia Morel 4 Eloisa González 4 Leslie Ayala 4 Tere Marinovic

Néstor Leal 5 Karla Rubilar 5 Carmen Muller 5 Adriana Gómez 5 Waleska Fehrmann

Director of the Digital Area of LLYC in Chile 6 Adriana Muñóz 6 Lucía López 6 Aracely Leuquen

7 Pamela Jiles 7 Patricia Muñóz

8 Maya Fernández

9 Isabel Pla

10 Constanza Valdés

11 Camila Rojas

12 Carol Cariola

1 Data taken from Brandwatch and Graphext between September 2018 and February 2019. 2 Data taken from Graphtext between September 2018 and February 2019. 3 Related brands: Those that form a community, alongside other inluencers in the conversation territory. 4 Unrelated brands: Those that publish content without creating a community with other influencers.

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

COLOMBIA: A DEBT TO BE SETTLED SOCIOPOLITICAL MACRO-COMMUNITIES2

SEXUAL HARASSMENT HUMAN RIGHTS

Size: 8% (108 members). Size: 5% (66 members). Description: Community involved in the defense Description: Community involved in the fight to ensure and protection of victims of sexual harassment. Human Rights are upheld. 56% 154K 44% 48K 1,320 Keywords: Rights, law, sexual orientation, Keywords: Rights, equality, opportunities. Men1 Conversations1 Women1 Participants1 Influencers1 gender identity. Influencers: Influencers:

Iván Duque 1 Hollman Morris 1 #EnColombiaSerMujerEs (In Colombia To Be A The onus still lies with those women in leadership Councilor of Bogota, journalist and researcher on armed conflicts President of Colombia and violence Woman Is) represents more than a pointed hashtag; positions who have the opportunity to generate 2 Gustavo Petro 2 Gustavo Petro Leader in the Colombian Progressive party it is the forefront of March 8 activism in the country. more active digital conversation. Currently, the Colombian Progressive political leader Hollman Morris Ángela María Robledo 3 Councilor of Bogota, journalist and researcher on armed And the movement goes beyond equal opportunities conversations they are able to generate lack breadth, 3 Psychologist, Social Politics postgraduate and House conflicts and violence representative for Colombia Humana for women. It is a conversation led by men, who and thus influence. Miguel Polo María A. De La Torre 4 Liberal politician represent 56 percent of the participants, revolving 4 Journalist and professor Claudia Bustamante around the protection of both sexual assault Victoria Dávila 5 Former senatorial candidate 5 Journalist victims and human rights, with activists and political Antonio Navarro 6 María José Pizarro Awarded “Best Mayor in Colombia” in 1997 6 leaders acting as the main influencers. At the same “There are important House representative and co-chair of the Peace Committee 15 Arlette Contreras time, there are important ongoing debates on Gustavo Bolívar 7 Activist and lawyer 7 ongoing debates on Journalist, writer and scriptwriter issues such as equal budget allocation for women’s Ángela María Robledo Marta Lucía Ramírez 8 Psychologist, Social Politics postgraduate and House 8 sports teams, as well as the Gender Quota Law in issues such as equal Vice president of Colombia representative for Colombia Humana the Colombian Congress, which would require 50 Julio Sánchez Cristo Julio Sánchez Cristo 9 9 Director of Colombian radio station W Radio percent (as opposed to 30 percent) of congressional budget allocation for Director of Colombian radio station W Radio Laura Benavides Paloma Valencia representatives be women. 10 10 Senator of Colombia women’s sports teams, Feminist activist

Despite the heated sociopolitical atmosphere, there as well as the Gender are some outstanding brands already generating Quota Law in the conversation on women’s empowerment and shrinking the gender gap. Organizations such as Colombian Congress” Ecopetrol, Avon, EPM, Alpina and Cafam highlight MICRO-COMMUNITIES OF BRAND INTEREST2 their initiatives to empower women leaders and ensure equal business opportunities. Also of note is Taking into account that, according to the Ministry that government entities, such as the National Navy of Information and Communication Technologies, Unrelated brands: CAFAM, Ecopetrol, Alpina, AVON, EPM. and police force, are working closely with intellectual 81 percent of Colombian women have access to the groups, including Universidad Nacional, Universidad internet, and that in our recently published “Power INFLUENTIAL WOMAN LEADERS AND PROFESSIONALS: del Rosario and Universidad Javeriana. map of the most successful digital CEO profiles in Colombia” there were already 11 women successfully POLITICAL AND BUSINESS AND PROFES- SOCIAL ACADEMIA AND managing their digital identities, there are plenty INSTITUTIONAL AREA SIONAL ENVIRONMENT MEDIA ORGANIZATIONS RESEARCH of opportunities. The conversation on the role of women is widespread, ongoing and directly affects 1 Ángela María Robledo 1 Carolina Mosvera 1 Gloria de J. 1 Ana María Manzanares 1 Natalia Moreno female leaders, so it is imperative for those women 2 Lezzli Kallí 2 Cindy Borrero 2 Vicky Dávila 2 Arelis Uriana 2 Irene Lucía to lead the conversation with purpose. 3 Patricia Llombart 3 Mónica Rodríguez

4 Marta Lucía Ramírez 4 Rebeca González

5 Margarita Restrepo 5 Sandra Martinez

6 Paloma Valencia 6 Isabella Ardilla

7 Paola Holguin 7 Vanessa Milena

8 Catalina Ortiz 8 Fernanda Rico

9 Victoria Sandino 9 Katy Chavarriaga

10 Xinia Navarro 10 Martha Peralta

11 Aydeé Lizarazo 11 Isabel Salazar

Diana Isabel Carreazo 12 Olga Lucía Velasquez

Director of the Digital Area 13 Karen Abudinen of LLYC in Colombia

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

ECUADOR: ENCAPSULATED VINDICATION SOCIOPOLITICAL MACRO-COMMUNITIES2

VIOLENCE AGAINST WOMEN ABORTION LAW

Size: 9% (474 members). Size: 6% (286 members). Description: Community focused on government Description: Community focused on the political policies concerning violence against women and and social debate surrounding abortion. empowerment of female victims. 56% 8.03M 44% 741K 5,094 Keywords: Abortion, law, right, rape. Men1 Conversations1 Women1 Participants1 Influencers1 Keywords: Violence, government, policies. Influencers: Influencers:

1 Paola Pabón 1 Silvia Buendía In Ecuador, as with other countries in the region, Our results show political participation is centered Prefect candidate for Pichincha, former legislator and Feminist, lawyer and defender of LGBT rights former minister of Politics the topics of gender violence, gender equality and on political figures and social activists. This can be 2 Cristina Burneos 2 Rafael Correa Writer women’s empowerment have come to the forefront. attributed to micro-communities that mainly discuss Former president of Ecuador Chechi Alvarado Luisa Maldonado 3 Missionary, councilwoman and vice prefect The digital conversation has gained ground, resulting issues such as gender violence or legal abortion, 3 Quito mayoral candidate for the Compromiso Social political party Pamela Troya: Vocera in marches, sit-ins and legislative debates. However, more political topics that can lead to confrontational Marcela Aguiñada 4 4 Spokeswoman, opponent of authoritarian governments, our results show we are still far from an active conversations, thus reducing the chances the wider Guayas assemblywoman feminist and LGBT rights activist Marco Navas Jefferson Pérez and relevant macro-community. This is due to the population will want to participate in them. In this 5 Engineer with master’s in Quality and Productivity 5 Cuenca mayoral candidate, athlete and Olympic medalist relatively narrow reach of conversations on these regard, the “Women and Equality” territory is severely Pabel Muñoz Andrea Malquin 6 6 topics, as they include only 5,000 people in just over lacking, and there is next to no participation among Pichincha assemblyman Espresso EC founder and CEO 17 8,000 conversations. brands or companies. If this territory could become Victoria Desintonio Carlos Roja 7 Young candidate for Citizen Participation and Social Control Council 7 Journalist and director of TV program Políticamente Correcto more hospitable and less volatile, it would be an Michelle Bachelet: Martha Roldós 8 8 excellent opportunity for brands to get involved and UN high commissioner for Human Rights Journalist

bond with a more relevant community. Fabricio Vela Lolo Miño 9 Journalist 9 “This is due to the Equal rights activist

Gabriela Rivadeneira Carlos Vera National assemblywoman for the Bancada de la Revolución 10 10 Journalist relatively narrow reach In conclusion, territories related to women’s Ciudadana political party empowerment are still entwined with heated politics. of conversations on The biggest improvement would be the transition of these topics, as they these discussions to the social and public spheres. MICRO-COMMUNITIES OF BRAND INTEREST2 include only 5,000 These spaces are much more open to involvement, not just from companies, but from women leaders No brands were involved in the “Women and Equality” conversation territory in Ecuador. people in just over 8,000 as well. conversations” INFLUENTIAL WOMAN LEADERS AND PROFESSIONALS:

This territory is trending upward, however, and given POLITICAL AND BUSINESS AND PROFES- SOCIAL ACADEMIA AND the lack of clear leadership and subsequent miring of INSTITUTIONAL AREA SIONAL ENVIRONMENT MEDIA ORGANIZATIONS RESEARCH the conversation, there is an important opportunity 1 María Paula Romo 1 Verónica Artola 1 Alexa Obando Campos 1 Sara Prieto 1 Marcela Benavides G. for companies and brands. In this vacuum, companies 2 Elizabeth Cabezas G. 2 Lolo Miño 2 María José Machado 2 Arelis Uriana 2 Eliana Cabrera with campaigns or messages related to women’s empowerment can get involved and attempt to bond 3 Victoria Desintonio 3 Andrea Malquin M. 3 Diana Amores Moreno with micro-communities over feminist topics. 4 Marcela Aguiñaga 4 María Cecilia Herrera 5 Paola Pabón 5 Amanda Páez García

6 Daniela Salazar 6 Cristina Valverde

7 Paola Flores 7 María Cristina Almeida

8 Pame Aguirre 8 Consuelo Lanche

Gabriela Brito Andrea Torres D. Carmen Gardier 9 9 Senior Director of the Digital Area 10 María Sol Corral Zambrano 10 Roxana Silva of LLYC in the Andean Region 11 Silvana Haro Ruiz 11 Jessica Jaramillo 12 Andrea Rivera V. 12 Soledad Angus Freré

13 Estefanía Carofilis 13 Fernanda

14 Gabriela Larreátegui

15 Karla Morales R.

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media? SOCIOPOLITICAL MACRO-COMMUNITIES2

SPAIN: HEADING THE FIGHT FEMINIST GOVERNMENT MALE VIOLENCE WOMEN AND DISABILITY

Size: 7% (262 members). Size: 4% (139 members). Size: 3% (104 members). Description: Community focusing government Description: Community focused on protecting Description: Community concerned with the policies regarding female empowerment. women from male abuse. inclusion of women and girls with disabilities. Keywords: Equality law, gender-based violence, Keywords: Male violence, woman society, Keywords: Disabilities, equality, inclusion, rights, feminist government. prostitution, equality. violence. Influencers: Influencers: Influencers: 44.75% 1M 55.25% 229K 3,523 1 1 1 1 1 Pedro Sánchez 1 Nuria Coronado 1 Soledad Murillo Men Conversations Women Participants Influencers 1 President of Spain Journalist and feminist Secretary of state

Marisa Kohan 2 Carmen Calvo 2 Ana Pelaez Vice president and minister of the Presidency Journalist 2 Member of the UN CEDAW committee

“A revolution that is not feminist is no revolution at all,” Nonetheless, some brands have tentatively begun Pablo Iglesias Anais Bernal Lola Moreno 3 3 nalist and Open University of Catalonia professor 3 we shouted in Madrid on March 8, and those shouts approaching these communities. The companies Podemos party secretary general Social policy and family counselor Pilar Cancela Ada Colau Paula Gómez-Amgulo reverberated on social media for months. In Spain, that have attempted to generate discussions 4 Representative for the Socialist Party of Galicia 4 Mayor of Barcelona 4 Madrid’s general director of Women this conversation is not only the most nationally around women’s empowerment include L’Oréal, Adriana Lastra Miguel Lorente Teresa Palahí 5 PSOE deputy secretary general 5 Professor of Legal and Forensic Medicine 5 General secretary of Fundación ONCE important one among the analyzed countries, Iberdrola, Ikea, Banco Santander, Oracle and FNAC. Nuria González Iratxe García Pérez 6 6 Reyes Maroto but also the most widespread. More people are Those whose discussions have centered on the 6 Socialist European parliament member Lawyer and writer Minister of Industry, Trade and Tourism talking more. Most of them are women, especially rights of young girls and disabled women include Gabriel Rufián Ana Pastor Jaime Cedrun 7 7 Journalist and NewTral founder 7 among influencers. Many of these are women who Fundación Repsol and ONCE. However, these social Esquerra congressional representative General secretary of the Workers’ Committees of Madrid Reyes Maroto Anna Prats 8 Patricia Sanz represent specific causes that are discussed hotly in communities lack clear influencers. In our analysis, 8 Minister of Industry, Trade and Tourism 8 Journalist Vice president of ONCE 19 the political sphere, as well as by media. we were not able to identify women leaders able to Santiago Posteguillo: José Antonio Pérez Vera Jourová 9 9 9 influence through their own content and opinions. Recipient of the 2018 Planeta Award Politician Commissioner for European Union Justice Committee Ayanta Barilli Joaquim Bosch 10 Ana Carrasco They may participate in the conversation, but they 10 Finalist for the 2018 Planeta Award 10 Magistrate and territorial spokesman of judges World motocross champion “In Spain, this do not lead it. MICRO-COMMUNITIES OF BRAND INTEREST2 conversation is not only Hence, today is rife with opportunities for companies that wish to enhance the visibility of their women PROFESSIONAL EMPOWERMENT SCIENTIFIC EMPOWERMENT WOMEN AND DISABILITY HUMAN RIGHTS the most nationally leaders. There is sufficient room in the conversation and cause for mobilization, but there is a lack of Size: 4% (156 members). Size: 3% (117 members). Size: 3% (113 members). Size: 2% (83 members). important one among Description: Community focused Description: Community focused Description: Community focused Description: Community focused defined role models. There is a need for women who on female empowerment on female empowerment on empowerment of women with on protection of human rights the analyzed countries, will carry their company flags and provide credibility in professional and working in scientific and technological specific disabilities. and equality of wom. environments. professions. to their interest and cause. Keywords: Inclusion, deaf women, Keywords: Equality, rights, but also the most Keywords: Professional women, Keywords: Women and science, science disability. violence. CEO, leader women, business. and technology, scientific women. Related brands3: ONCE, Fundación Related brands3: Fundación Repsol. 3 3 widespread” Related brands : Iberdrola. Related brands : Iberdrola. ONCE Unrelated brands4: Cruz Roja, Casa Unrelated brands4: Ikea Spain, Unrelated brands4: Ikea Spain, América, ESADE. Caixabank, FNAC, Hootsuite España, Caixabank, FNAC, Hootsuite España, L´Oréal España, Ferrovial, Google L´Oréal España, Ferrovial, Google España, Banco Santander, España, Banco Santander, The two types of relevant communities are the Axa Seguros. Axa Seguros. sociopolitical ones and those based around social INFLUENTIAL WOMAN LEADERS AND PROFESSIONALS: interests. Brands are generally not present in the sociopolitical arena, in which influencers tend to be POLITICAL AND BUSINESS AND PROFES- SOCIAL ACADEMIA AND female politicians, journalists and public officials. INSTITUTIONAL AREA SIONAL ENVIRONMENT MEDIA ORGANIZATIONS RESEARCH

1 Susana Díaz 1 Ana Carrasco 1 Mabel lozano 1 Ana Peláez 1 María Eugenia Gay

2 Carmen Calvo 2 Julia Pérez 2 Nuria Coronado

3 Ada Colau 3 Núria González 3 Ana Bernal-Triviño

4 Patricia Reyes 4 Almudena Alberca 4 María José Pintor

5 Inés Arrimadas 5 Aitana

6 Irene Montero 6 Beatriz Talegón

7 Soledad Murillo 7 Nuria Alabado María Obispo Ana Pastor Julian Ana Pastor Director of the Digital Area 8 8 of LLYC in Spain 9 Pilar Cancela 9 Elisa Beni 10 Begoña Vallacís 10 Ayanta Barilli

11 Adriana Lastra 11 Paula Gómez-Angulo

12 Manuela Carmena

13 Reyes Maroto

14 Mónica Oltra

15 Cristina Antoñanzas

16 Reyes Maroto 1 17 Mónica Oltra Data taken from Brandwatch and Graphext between September 2018 and February 2019. 2 Data taken from Graphtext between September 2018 and February 2019. 3 Related brands: Those that form a community, alongside other inluencers in the conversation territory. 18 Cristina Antoñanzas 4 Unrelated brands: Those that publish content without creating a community with other influencers.

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

MEXICO: OPPORTUNISTIC COMMITMENT SOCIOPOLITICAL MACRO-COMMUNITIES2

VICTIMS OF VIOLENCE FEMINIST POLICIES WOMEN’S INVOLVEMENT IN POLITICS

Size: 9% (321 members). Size: 5% (184 members). Size: 4% (137 members). Description: Community focused on pursuing Description: Community involved in Description: Community involved in creating equal rights for women and aiding their addressing gender-based violence and providing governmental policies to empower women. participation in politics. 51% 112K 49% 45K 3,420 support to victims of male violence. 1 1 1 1 1 Keywords: Women in Mexico, rights, equality, Men Conversations Women Participants Influencers Keywords: Violence, feminicide, victims. politics. Keywords: The cause brings us together, politics, participation, women, equality, rights.

Influencers: Influencers: Influencers: The women’s rights and equality movement has When analyzing corporate participation, we find few Patricia Mercado López Obrador 1 Dania Ravel 1 President of Mexico Journalist 1 grown in this country, mainly in the political sphere, conversations spearheaded by brands. Those that Electoral counselor and chair of the Committee for Strengthening Gender Equality due to the ongoing crises of violence against women. exist generally come from a mild and opportunistic Olga Sánchez Cordero Hilda Flores 2 Secretary of the Mexican Department of the Interior Chair of the National Organization of Women and Institutio- 2 Hilda Flores nal Revolutionary Party member Even more attention has been given to this topic position rather than a show of real commitment. We 2 Chair of the National Organization of Women and Institutional Nadine Gasman Revolutionary Party member 3 Chair of INMUJERES Mexico Claudia Ruiz Massieu as a result of the #MeToo movement, begun in our are living in a time when this is no longer acceptable. 3 Chair of the International Business Corporations and Claudia Ruiz Lilly Téllez Institutional Revolutionary Party 3 Chair of the International Business Corporations and northern neighbor in 2017, and the intense opinions 4 Sonora State Senator and journalist Claudia Trujillo Institutional Revolutionary Party 4 Lawyer, external consultant and feminist on social media surrounding this movement. Patricia Olamendi 5 Margarita Zabala Lawyer and human rights promoter focused on advocating for 4 First woman to become an independent presidential candidate equality between women and men Marta Lucía Micher 5 in Mexico “There are several Guanajuato State Senator When analyzing this conversation on digital channels, Beatriz Gutiérrez Muller Ali Gamboa 21 6 Verónica Delgadillo 5 First lady, Mexican writer, journalist and researcher 6 Representative of the LXVIII Congress Legislature of Durango we found that the strongest community is social- female leaders with Jalisco State Senator Martha Tagle 7 Enrique Benitez Congressional representative and feminist Enma Obrador 6 President of the Institutional Revolutionary Party in Durango political, with an emphasis on political actors. This 7 relevant presences in Feminist and activist and Dr. of Law Martha Lucía Mícher means the topic should be considered a sensitive 8 Guanajuato State Senator Enrique Alfaro 7 Lopez Obrador 8 President of Mexico one with great relevance to the country’s current this area who must Jalisco State Governor Yeidckol Polevnsky 9 Chairman of the National Regeneration Movement’s National Dulce Sauri mood, and one which can easily affect other spheres. Jessica Ortega Executive Committee 9 8 Federal representative and vice president of the House urgently use social Operative Committee coordinator in Morelos and national At present, the community around these topics coordinator of the Mujeres de México movement of Representatives 10 Lorena Merino Martínez Indigenous activist for the displaced Triqui people in Copala is bolstered by the clear political and media push media to reinforce Olga Sánchez Cordero 9 Mariana Benitez 10 Secretary of the Mexican Department of the Interior Lawyer at ITAM and professor of Law towards equality, rights and security for women, Dra Huizar their messages” 10 as well as the denouncements of gender-based General Secretary of the ONMPRI Durango party violence—all subjects these actors have addressed MICRO-COMMUNITIES OF BRAND INTEREST2 through targeted campaigns. To appeal to and convert audiences, we must adhere to their ideals and, as brands, we must become true No brands were involved in the “Women’s Equality” conversation territory in Mexico. However, this comes hand-in-hand with an increase promoters and activists for their causes. in social awareness, resulting in the movement of this discussion to other spheres. Media culture is In conclusion, there are several female leaders with INFLUENTIAL WOMAN LEADERS AND PROFESSIONALS: changing, and the use of social media as a discussion relevant presences in this area who must urgently forum is growing fast. Although security and violence use social media to reinforce their messages. Brands remain the main points of discussion due to the need to join in this growth in a more concrete and POLITICAL AND BUSINESS AND PROFES- SOCIAL INSTITUTIONAL AREA SIONAL ENVIRONMENT MEDIA ORGANIZATIONS seriousness of the subject matter, they lead into emphatic way, using consistent campaigns and many other related conversations in which women serious corporate messaging to commit to the 1 Martha Tagle 1 Claudia Ramírez 1 Mariana Limón 1 Beatriz Gutiérrez take the lead each day, lending credence to the cause cause. This must be communicated not only through 2 Margarita Zabala 2 Sofia Lameiro 2 Ingrid Brans and focusing the justice and equality movement. We corporate channels, but also through their women 3 Laura Rojas 3 Nina Ramones 3 Juana Martínez have recently observed the effects of this expansion, executives and employees. 4 Xóchitl Gálvez 4 Verónica A. Islas 4 Martha Zamarripa with one notable example being the recent adoption 5 Paula Soto 5 Karina Velasco of the #MeToo movement, resulting in reports of Creating a strong social environment for promoting Ana G. González sexual harassment and gender-based violence in these topics will lead our country toward the 6 various Mexican industries. necessary strength and health in its national 7 Arlene Díaz discussion. 8 Angie García 9 Estefanía Veloz

Luis Fer Martínez Director of the Digital Area of LLYC in Mexico

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

PANAMA: WINNING BATTLES SOCIOPOLITICAL MACRO-COMMUNITIES2

LAW FEMINISM

Size: 5% (129 members). Size: 4% (150 members).

Description: Community involved in Description: Community focused on the protection of fundamental rights and feminism and gender ideology. 44.76% 25K 55.25% 2,599K 2,535 women’s equality. 1 1 1 1 1 Keywords: Politics, rights. Men Conversations Women Participants Influencers Keywords: Rights, law, sexual orientation, gender identity.

Influencers: Influencers: In Panama, the conversation on “Women and Equality” to expand the interoceanic gateway, and the 90 Gaby Gnazzo Gaby Gnazzo 1 Actress, singer, TV producer, creator of DANCEATON and radio 1 Actress, singer, TV producer, creator of DANCEATON has become more relevant than ever in recent years. percent–male Board of Directors just appointed its and TV presenter and radio and TV presenter This is due in part to current governmental efforts to first female deputy administrator—the first female 2 Celia Moreno 2 Iván Ch reduce gender inequality, including the development executive in the history of the institution. Psychologist and professor of Political Science Lawyer, Human Rights defender and president of Figuales Panamá Iván Ch 3 Celia Moreno of the Labor Equality Project in partnership with the 3 Lawyer, Human Rights defender and president of Figuales Psychologist and professor of Political Sciences Panamá Alejandra Arauz United Nations Development Programme (UNPD), Gabrielle Britton 4 4 Public figure and activist Department of Trade and Industry, Ministry of Neuroscience researcher Harry Brown Flor Mizrachi: 5 Political expert and Dr. of Political Science and Sociology Foreign Affairs and National Institute of Women; the 5 Journalist

Alvaro Alvarado implementation of Gender Equality Stamp among “From a sociopolitical Marlin González 23 6 6 Journalist public and private companies, carried out with the Lawyer and feminist Lara Blanco Rothe perspective, the main Freddy Pitti 7 Department of Labor; and the enaction of Law 56 7 Member of the National Concentration and National Committee Regional deputy director of UN Women ACRO of Electoral Reforms on July 11, 2017, which ensures the right of women Juan Carlos Navarro discussion topics regard Jorge Chanis 8 8 Panamanian politician, businessman and environmentalist to access and actively participate in public entities’ Journalist Duna Salamín women’s rights and Sandra Sandoval: 9 decision-making processes across the country. 9 Prospective candidate for representative of the Panameñista feminism and are led by Singer and lawyer political party Dr. Pichel Gloria G. Rodríguez 10 10 However, outcry in the streets and on social media Cardiologist, columnist and professor of Cardiology Architect and member of Fundación Vida y Familia clearly shows there is a long way to go to achieve women influencers who equality. use social media to raise MICRO-COMMUNITIES OF BRAND INTEREST2 awareness, organize From a sociopolitical perspective, the main WOMEN IN SCIENCE AND TECHNOLOGY discussion topics regard women’s rights and and mobilize their feminism and are led by women influencers who Size: 2% (58 members). communities in the fight Description: Community involved use social media to raise awareness, organize in empowering women in scientific and mobilize their communities in the fight for for equality” and technological fields. Keywords: Progress, sciences, girls, equality. women, development. Unrelated brands4: YouTube. But activists are not the only ones participating. There are also companies and institutions that Although it is true that much has been achieved INFLUENTIAL WOMAN LEADERS AND PROFESSIONALS: have started joining the debate, adopting policies to already, it is important to recognize that this is only reduce inequality in the workforce. half the battle. Although multiple women are leaders in their sectors, both online and off, they are failing to POLITICAL AND BUSINESS AND PROFES- SOCIAL ACADEMIA AND The companies we have observed doing so include wield that same leadership in the conversation about INSTITUTIONAL AREA SIONAL ENVIRONMENT MEDIA ORGANIZATIONS RESEARCH

L’Oréal and Banesco, in which gender equality is a gender equality, missing an important opportunity to 1 Nilda Quijano 1 Monique Saint Malo 1 Kelybeth Rodríguez V 1 Veronica Zavala 1 Galia Pérez Mayta CSR priority, and Banistmo and Tecnasa, which have use their platforms and digital identities to steer the 2 Isabel de Saint Malo 2 Gisela Tuñón 2 Tere Yániz de Arias women CEOs in their banking and technology sectors narrative. 3 Carmen de Broce 3 Alexandra Perez 3 Gilma Gloria Camargo (respectively)—areas traditionally led by men. Even 4 Yamy De Blandón 4 Bárbara Bloise in the Panama Canal, a woman led the project 5 Thays Noriega 5 Nicolle Ferguson

Giuliana Venutolo Director of the Digital and Consumer Engagement Areas of LLYC in Panama

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

PERU: A LONG WAY TO GO SOCIOPOLITICAL MACRO-COMMUNITIES2

POLITICAL HARASSMENT VIOLENCE GENDER IDEOLOGY

Size: 7% (163 members). Size: 5% (130 members). Size: 5% (128 members).

Description: Community involved in harassment Description: Community concerned Description: Community focused on government in national politics and national public policy. with gender-based violence. policy and political harassment, as well as violence 32% 109K 68% 21K 2,458 against women. 1 1 1 1 1 Keywords: Equality, gender-based violence, Men Conversations Women Participants Influencers Keywords: Violence, harassment, equality. gender, identity, rights. Keywords: Harassment, violence, political rights, violence.

Influencers: Influencers: Influencers: Since 2016, feminist movements such as “Ni Una In general, this is an area where very few companies 1 Indira Huilca Walter Gutiérrez Daniel Alfaro Federal representative, sociologist and Nuevo Perú movement 1 Ombudsman 1 Minister of Education Menos” (“Not one less”) have marched in the are holding conversations, which conversely member streets of Peru, largely due to the amplification becomes an opportunity for those companies with 2 Paloma Noceda 2 Giuliana Caccia 2 Tania Pariona Federal representative, industrial engineer and world Author of Educación en Serio, co-author of La ideología de Federal representative, Nuevo Perú movement member and motorboating champion género y sus efectos, FAM director, master’s in marriage and of the conversation on social media. This became programs related to female empowerment. They Continental Liaison of Indigenous Women member family (University of Navarra) 3 Keiko Fujimori a milestone in the conversation around gender not only have a message to contribute, but have also Diana Miloslavich Fuerza Popular party founder and president Milagros Salazar 3 Feminist and Flora Tristan Center of Peruvian Women spokesperson 3 Federal representative concerned with Peruvian development violence and gender-based equality. Since then, the already taken clear action. Ana Jara Velásquez Ana María Mendieta 4 Lawyer, former Council of Ministers president, former minister Erika Valdivieso 4 Minister of Women and Vulnerable Populations of Women and former minister of Labor number of social media posts on gender-related 4 Lawyer, master’s in Private Business Law from the University of Piura (UDEP) and university professor at Santo Toribio de Jonhy Lescano Martín Vizcarra Mogrovejo Catholic University (USAT) topics has grown constantly. This is a result of the 5 Consumer lawyer 5 President of Peru Nelly Cuadros larger audience social media offers to those who Ana María Mendieta 25 Hugo Ñopo 5 Federal representative for Cusco with the Fuerza Popular party 6 6 Minister of Women and Vulnerable Populations express their opinions, allowing the conversation to Economist “We found no companies Marisa Glave Moisés Mamani Arlette Contreras 6 Nuevo Perú movement member and Continental Liaison of grow ever faster. 7 7 Activist and lawyer Indigenous Women member that regularly publish Congressman Juan Sheput César Villanueva Julio Caballero 8 8 7 In this regard, we observed a total of 109,000 content on this subject, Politician and engineer Council of Ministers president Political figure Paloma Noceda Tania Pariona Tania Pariona conversations between September 2018 and 9 Congressman, industrial engineer and world motorboating 9 Congresswoman, Nuevo Perú movement member and 8 Federal representative, Movimiento Nuevo Perú member champion Continental Liaison of Indigenous Women member and Continental Liaison of Indigenous Women member February 2019, among which we found instances of thus losing out on the 10 Dr. Pichel Liliana Del Carmen varying sociopolitical macro-communities, including Ombudsman 10 National dean of Colegio de Enfermeros del Perú and Pontifical opportunity to connect Catholic University of Peru professor those combatting harassment from the Congress of the Republic, Executive Power and independent with these communities” government bodies. We also observed that gender- MICRO-COMMUNITIES OF BRAND INTEREST2 based violence and gender politics are two topics with large macro-communities, including politicians, The sheer lack of brand spokeswomen on these EQUALITY professionals, journalists and activists who all topics also presents an opportunity. Opinion leaders Size: 4% (98 members). constantly publish on these topics. are comprised almost entirely of women politicians Description: Community involved in and journalists. the fight for women’s rights and gender Additionally, it is worth noting that gender equality is equality. Keywords: Equality, rights, violence, a micro-community of interest for brands. However, The challenge facing women representing top parity, gender. we found no companies that regularly publish content management from Peruvian companies lies in using Unrelated brands4: These publish content without building an influencer community on this subject, thus losing out on the opportunity to their own stories to promote their organizations’ Movistar Perú, Telefónica Perú. PwC, Avon Perú, YouTube, EY, ScotiaBank, BBVA, connect with these communities. These companies commitments to leading the charge for gender Backus. belong to the telecommunications, business consulting, equality, and thus becoming a catalyst for social beauty, technology, banking and beverage sectors. growth. INFLUENTIAL WOMAN LEADERS AND PROFESSIONALS:

POLITICAL AND BUSINESS AND PROFES- SOCIAL ACADEMIA AND INSTITUTIONAL AREA SIONAL ENVIRONMENT MEDIA ORGANIZATIONS RESEARCH

1 Mercedez Aráoz 1 Jeannette Llaja 1 Juliana Oxenford 1 Diana Chávez 1 Martha Chávez

2 Paloma Noceda 2 Alexandra Hernández 2 Suiry Sobrino 2 Sigrid Bazán 2 Eliana Carlin

3 Marisa Glave 3 Arlette Contreras 3 Patricia Montero 3 Giualiana Caccia

4 Alejandra Aramayo 4 Patricia Gamarra 4 Lorena Alvarez 4 Fátima Valdivia

6 Ana Jara Velásquez 5 Josefina M. 5 Mayra Albán

Carmen Gardier 7 Carmen Lozada 6 Antu Jiménez 6 Rosa María Palacios

Senior Director of the Digital Area 8 Nelly Cuadros 7 Ursula Silva 7 Diana Seminario of LLYC in the Andean Region 9 Rosa María Bartra 8 Angelina Biondi 8 Margarita Mendonza

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

THE DOMINICAN REPUBLIC: WIDELY COMMITTED

SOCIOPOLITICAL MACRO-COMMUNITIES2

PUBLIC POLICIES RIGHTS VICTIMS

43% 33K 57% 7,390K 2,479 Size: 4% (111 miembros). Size: 4% (107 members). Size: 4% (86 members). 1 1 1 1 1 Men Conversations Women Participants Influencers Description: Community focused on Description: Community focused on Description: Community focused on the fight for empowerment of victims of gender-based government policies regarding the gender gap women’s rights and gender equality. violence. and female empowerment. In recent years, the conversation on gender in In the Dominican Republic, the brand activity we see Keywords: Measures, gap, gender, equality. Keywords: Equality, gender, gender equality. Keywords: Sexism, gender, violence, femicides, the Dominican Republic has only increased in in online conversations tends toward opportunistic inequity. volume, especially in the sociopolitical sphere. behavior, with companies taking advantage of the Influencers: Influencers: Influencers: Patricia Solano Danilo Medina 1 Susana Gautreau The conversation is led by female communicators social and political climate to further their own 1 President of the Dominican Republic Journalist 1 Lawyer, feminist and communicator fighting against gender inequality and gender-based development and increase the reach of conversations 2 Rodríguez-Marchena 2 Edith Febles Brinela Collado Spokesman and general director of Communications for Dominican journalist with experience in radio, print and TV media 2 Centro Cuesta Nacional human management analyst violence. surrounding their content. In the past year, we the government of the Dominican Republic

Diana Lora Patricia Solano observed this type of behavior in brands such as José Ramón Peralta 3 Journalist, TV producer and presenter 3 Dominican journalist, feminist and free thinker 3 Administrative minister of the presidency

There have been multiple cases of public officials or Barceló, which used a kind of reverse psychology. Anibelca Rosario Marian Aristy Janet Camilo 4 Communications manager 4 4 Minister of Women, vice president of the Dominican Revolutionary Journalist business executives making inappropriate comments First, it publicly reinforced a stereotype, then made a Party (PRD) 27 Katia Jiménez Luisin Jiménez 5 5 reinforcing sexist discrimination or stereotypes, statement on the importance of doing the opposite. Aura Toribio Constitutional court judge and university professor Former Santo Domingo province representative 5 General director of Tourism and these individuals have been hotly attacked by It is notable that some companies, such as Banco Huchi Lora Margarita Cordero 6 6 Margarita Cedeño Journalist Journalist society, indicating a heightened sensitivity in this BHD-León, do have a strategy aligned with feminist 6 Vice president of the Dominican Republic and foreign Susana Gautreau ambassador of the Food and Agriculture Organization (FAO) 7 7 Julio César Valentín area. This generates a higher level of exposure due interests integrated into their business model, Lawyer, feminist and communicator Santiago senator Roberto Cavada 7 allowing them to hold active conversations through Journalist, producer and star presenter of Telenoticias Gloria Reyes Nikko Medici to the visibility of these women—often mass media 8 8 Santo Domingo province representative Chemical engineer influencers—who are publicly seen raising their many channels, all with content related to gender Robiammy Balcácer 8 Minister of Youth Julissa Céspedes 9 9 Diana Lora voices in defense of women, providing citizens with equality. Subsequently, on dates such as Marth 8, Political analyst Journalist and TV producer Carlos Almarante 9 an avenue for active participation. their conversation is only reinforced. Partido de la Liberación Dominicana political committee member Faride Raful: 10 Edith Febles Lawyer, communicator, DN representative and person committed to 10 Radio, print and TV journalist Luis Abinader the common good: “Dominican by birth, universal by heart” 10 Founding member of the Partido Revolucionario Moderno (PRM) As might be expected, female public officials directly Another insight from this study was that only political party involved in the fight for women’s rights are held in official brand accounts acted as spokespeople for Related brands3: Microsoft. Related brands3: Banco de León, Professional very high regard by feminist movements. These Dominican companies (as opposed to company Baseball League of the Dominican Republic. women include Minister of Women Janet Camilo, executives), even among companies with feminist President of Patronato de Mujeres Maltratadas interests integrated into their business models. The 2 (Organization for Battered Women) Soraya Lara and major actors in the conversation are normal citizens MICRO-COMMUNITIES OF BRAND INTEREST Minister of Youth Robiammy Balcacer. who do not have an explicit relationship with any Unrelated brands4: PepsiCo, Claro RD, YouTube, Microfinanzas BBVA and brand or company, journalists, influencers or public Banco Mundial. There are multiple civil organizations that actively officials working in related fields. manage their social media communications to INFLUENTIAL WOMAN LEADERS AND PROFESSIONALS: position themselves favorably among members of gender equality movements, focusing on topics POLITICAL AND BUSINESS AND PROFES- SOCIAL as legal abortion (CoaliciónXMujer), women’s INSTITUTIONAL AREA SIONAL ENVIRONMENT MEDIA ORGANIZATIONS rights (Núcleo_mujer) or rejecting stereotyping (ReseteateRD). However, it is worth noting that 1 Janet Camilo 1 Rosa Beltre 1 Susana Gautreau de W 1 Myrna Flores y Chang despite these organizations’ active participation in 2 Gloria Reyes 2 Soraya Lara Caba 2 Patricia Solano 2 María Jesús Pola content generation, this does not necessarily result 3 Faride Raful 3 Evelin Placido-Almon 3 Diana Lora 3 Madame Sagá in support from the general public. 4 Natalia Mármol 4 Evelyn Estrella 4 Edith Febles

5 Brinela Collado 5 Heidy Camilo 5 Margarita Cordero

6 Carolina Mejia 6 ¿María Lisu? 6 Julissa Cèspedes A.

7 Margarita Cedeño 7 Carolina Santana S. 7 Nuria Piera

8 Gustavo Sanchez 8 Dilia Leticia Jorge Mera 8 Alicia Ortega Hasbun

9 Lucía Medina 9 Mariasela Alvarez

10 Reinaldo Pared 10 Marien Aristy C.

11 Miralba Ruiz Pamely Hernández 12 María Elena Núñez B. Senior Digital Consultant 13 Mariasela Alvarez for LLYC Santo Domingo 1 Data taken from Brandwatch and Graphext between September 2018 and February 2019. 2 Data taken from Graphtext between September 2018 and February 2019. 3 Related brands: Those that form a community, alongside other inluencers in the conversation territory. 4 Unrelated brands: Those that publish content without creating a community with other influencers.

llorenteycuenca.com CORPORATE SPAIN AND PORTUGAL UNITED STATES NORTH REGION ANDEAN REGION SOUTH REGION MANAGEMENT Arturo Pinedo Erich de la Fuente Javier Rosado Luis Miguel Peña Juan Carlos Gozzer AUTHORS Partner and Regional Managing Partner and Chairman United States Partner and Regional Managing Partner and Regional Managing Regional Managing Director José Antonio Llorente Director [email protected] Director Director [email protected] Founding Partner and Chairman [email protected] [email protected] [email protected] [email protected] Luisa García Mike Fernandez São Paulo y Rio de Janeiro Alejandro Romero Partner and Regional Managing CEO United States Mexico City Bogota Iván Pino, Partner and Senior Digital Area Director at LLYC. Partner and CEO Americas Director [email protected] Cleber Martins [email protected] Pino is a journalist with 20 years of experience in corporate [email protected] Juan Arteaga María Esteve Managing Director Miami Managing Director Partner and Managing Director [email protected] public relations and communications, specializing in digital Barcelona Enrique González [email protected] [email protected] Partner and CFO Claudia Gioia Rua Oscar Freire, 379, Cj 111 communication. He is the co-author of “Claves del Nuevo María Cura Marketing (Keys to New Marketing)” and “Cómo sacarle [email protected] Partner and Managing Director SVP Americas, Business Development Rogelio Blanco Av. Calle 82 # 9-65 Piso 4 Cerqueira César SP - 01426-001 [email protected] [email protected] Managing Director Bogotá D.C. – Colombia Tel. +55 11 3060 3390 partido a la Web 2.0 (How to Take Advantage of Web 2.0)” Adolfo Corujo [email protected] Tel. +57 1 7438000 (2009, Gestión 2000). He also edited the first Spanish- Partner and Chief Strategy Officer Óscar Iniesta 600 Brickell Avenue Ladeira da Glória, 26 Partner and Senior Director [email protected] Suite 2020 Av. Paseo de la Reforma 412, Lima Estúdios 244 e 246 - Glória language e-books on social media communications: [email protected] Miami, FL 33131 Piso 14 Col. Juárez, Alcaldía. Rio de Janeiro - RJ “Tu Plan de Comunicación en Internet (Your Online Goyo Panadero Muntaner, 240-242, 1º-1ª Tel . +1 786 590 1000 Cuauhtémoc CP 06600, Luis Miguel Peña Tel. +55 21 3797 6400 Communications Plan)” and “Paso a Paso (Step by Step)” Partner and Chief Talent and 08021 Barcelona Ciudad de México [email protected] Innovation Officer New York City Tel. +52 55 5257 1084 (2008). In addition, he is a lecturer on and professor of Tel. +34 93 217 22 17 Buenos Aires [email protected] Av. Andrés Reyes 420, piso 7 Madrid Corporate and Institutional Communication at Universidad Gerard Guiu Panama City San Isidro Mariano Vila 29 Carlos III and Unidad Editorial, as well as of Corporate Carmen Gómez Menor Director of International Business Tel. +51 1 2229491 Managing Director Corporate Director Joan Navarro Development Manuel Domínguez [email protected] Partner and Vice President and Advertising Communications at the Universidad [email protected] [email protected] Managing Director of Public Affairs Quito Complutense de Madrid. He holds a degree in Information [email protected] [email protected] Av. Corrientes 222, piso 8. 277 Park Avenue, Sciences from UCM and a master’s in Sustainability and Juan Pablo Ocaña Carlos Llanos C1043AAP Legal & Compliance Director Amalio Moratalla 39th Floor Sortis Business Tower, Managing Director Tel. +54 11 5556 0700 Corporate Responsibility from UNED-UJI. [email protected] Partner and Senior Director of Sport New York, NY 10172 piso 9 Calle 57, [email protected] and Business Strategy Tel. +1 212 371 5999 (ext. 309) Obarrio - Panamá [email protected] Santiago de Chile Daniel Fernández Trejo Tel. +507 206 5200 Avda. 12 de Octubre N24-528 y Global it Director Iván Pino Cordero – Edificio World Trade Francisco Aylwin [email protected] Partner and Senior Director Santo Domingo Center – Torre B - piso 11 Chairman of Digital Luisa García, Partner and Managing Director of Spain Tel. +593 2 2565820 [email protected] [email protected] José Luis Di Girolamo Iban Campo and Portugal at LLYC. Garcia is the Managing Director of Partner and CFO Americas Managing Director Magdalena 140, Oficina 1801, LLYC’s operations in Spain and Portugal. She is the LLYC [email protected] David G. Natal Senior Director of the Consumer [email protected] Las Condes partner responsible for the Andean Region, and she also Engagement Area Tel. +56 22 207 32 00 Antonieta Mendoza de López [email protected] Av. Abraham Lincoln 1069 serves as LLYC’s Chief Operating Officer (COO) for Latin Vice President of Advocacy LatAm Torre Ejecutiva Sonora, planta [email protected] Paco Hevia America. She was listed as one of the 50 most influential 7 Suite 702 Senior Director of the Corporate businesswomen in Latin America by Latin Business Communications Area Tel. +1 809 6161975 Chronicle. She holds a degree in Information Sciences [email protected] San Jose with emphasis on Advertising and Public Relations from Jorge López Zafra Senior Director of Corporate the Universidad Complutense de Madrid, as well as an and Financial Communications Pablo Duncan - Linch [email protected] Partner and Director MBA from the Universidad Adolfo Ibáñez de Chile. CLC Comunicación | LLYC Affiliate Lagasca, 88 - planta 3 [email protected] 28001 Madrid Tel. +34 91 563 77 22 350 meters west of Banco General Lisbon Trejos Montealegre, Escazu, San Jose, Costa Rica Tiago Vidal Partner and Managing Director Tel. +506 228 93240 [email protected]

Avenida da Liberdade nº225, 5º Esq. The following LLYC professionals cooperated in this study: 1250-142 Lisboa Tel. + 351 21 923 97 00 Alejandro Martínez, Digital Area and Consumer Engagement Director in Argentina; Diego Olavarria, Digital Area Manager in Brazil; Nestor Leal, Digital Area Director in Chile; Diana Isabel Carreazo, Digital Area Director in Colombia; Carmen Gardier, Senior Digital Area Director in the Andean Region; Maria Obispo, Digital Area Director in Spain; Luis Fer Martinez, Digital Area Director in Mexico; Giuliana Venutolo, Digital and Consumer Engagement Areas Director in Panama; and Pamely Hernandez, Senior Digital Consultant in the Dominican Republic.

llorenteycuenca.com Do brands talk to their customers about Women and Equality on social media?

IDEAS by LLYC is a hub for ideas, analysis and trends. It is a product of the changing macroeconomic and social environment we live in, in which communication keeps moving forward at a fast pace.

IDEAS LLYC is a combination of global partnerships and knowledge exchange that identifies, defines and communicates new information paradigms from an independent perspective. Developing Ideas is a constant flow of ideas, foreseeing new times for information and management.

Because reality is neither black nor white, IDEAS LLYC exists. llorenteycuenca.com www.uno-magazine.com

llorenteycuenca.com