REGIONAL REPORT
Elections Brazil 2014: Death of presidential candidate Campos, Marina Silva’s candidacy and the impact of Twitter on the presidential candidates’ reputation
Brazil, September 2014
BARCELONA BOGOTÁ BUENOS AIRES LIMA LISBOA MADRID MÉXICO PANAMÁ QUITO RIO J SÃO PAULO SANTIAGO STO DOMINGO ELECTIONS BRAZIL 2014: DEATH OF PRESIDENTIAL CANDIDATE CAMPOS, MARINA SILVA’S CANDIDACY AND THE IMPACT OF TWITTER ON THE PRESIDENTIAL CANDIDATES’ REPUTATION
1. INTRODUCTION 1. INTRODUCTION 2. GENERAL CONCLUSIONS A group of experts on online communication from LLORENTE 3. SPECIFIC CONCLUSIONS: MARINA SILVA & CUENCA Brazil carried a report in April 2014 entitled “Brazil presidential election 2014: presidential candidates’ reputation on 4. SPECIFIC CONCLUSIONS: DILMA Twitter; a multidimensional analysis”. ROUSSEFF 5. SPECIFIC CONCLUSIONS: AÉCIO On the above mentioned report the LLORENTE & CUENCA Brazil NEVES team assessed the impact of the three main candidates for the 6. THE CHALLENGE OF DIGITAL Brazilian presidency at that time on Twitter. Such candidates IDENTITY were Dilma Rousseff, Aécio Neves and Eduardo Campos. Although it cannot be seen as a comparative report, it identified different AUTHORS groups into which the tweets were classified; the participation of LLORENTE & CUENCA opinion leaders and the threat or benefits that these comments represented for the candidates.
Due to the warm welcome the report received, LLORENTE &CUENCA experts decided to set a new challenge: which would be the main differences after the tragic death of the candidate Eduardo Campos and the consequent candidacy of Marina Silva as his replacement? How could this event affect the reputation of the presidential candidates? On terms of reputation, which new challenges, risks and opportunities faces the PSB (Brazilian Socialist Party) candidacy having Marina Silva as the new presidential candidate?
Aiming to find answers for all these questions the second report was launched with the title: “Presidential election in Brazil 2014: death of presidential candidate Campos, Marina Silva’s candidacy and the impact of Twitter on the presidential candidates”.
LLORENTE & CUENCA has identified several topics that are being argued online such as: performance of the candidates work on the government (regarding the different positions these candidates have held for the government during their political careers), official statements, political attacks, management of public works, campaign pledges, declaration of assets, political curriculum of the candidates, electoral polls and the tragic death of Eduardo Campos.
Using the same methods for the report as in the one carried in April, the LLORENTE & CUENCA experts group conducted a new analysis with the new information obtained during the 10 days after Eduardo Campo’s death. That means between August 14th and August 23rd.
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On this new report, Campos’ and positive comments) help analysis was replaced by Marina to identify how voters see their Silva’s report and the main target candidates. was to check how the launch of “Social networks Marina Silva as a presidential As it happens with other social make democracy more candidate has affected the networks, Twitter is a great place candidates’ reputation dynamics where governments, candidates democratic. They also on Twitter. and political parties can better bring the possibility understand how they are expected to understand that a As it was already mentioned in to act. They can understand what leader’s, politician’s April, the reason why both reports people think about them. The are based on Twitter’s mentions first step to achieve a good, or candidate’s is because this social network more focused, outstanding and reputation has has a great capacity to spread efficient electoral campaign is different dimensions contents and opinions as well as to understand citizens’ points to connect over 240 millions of of view. and characteristics” users worldwide and specially to contact candidates with their That is why the report voters or potential voters. shows how concepts change throughout a campaign. It also To reinforce the scenario drawn pretends to identify significant in April: differences between the former candidate (Eduardo Campos) Social networks make democracy and the current candidate for more democratic. They also bring the PSB, Marina Silva, showing the possibility to understand a more strategic point of view that a leader’s, politician’s related to the reputation of or candidate’s reputation both candidates. has different dimensions and characteristics. In order to Analysis have a good communication in the social networks, a good On this second report about the analysis of the strengths and reputation dimensions of the weaknesses of all dimensions is candidates, LLORENTE & CUENCA needed to create and implement has evaluated the 400 main the messages according to the comments on Twitter related citizens’ worries. to each of the presidential candidates: Dilma Rousseff (PT), According to previous experiences Aécio Neves (PSDB) and Marina on the use of the social networks Silva (PSB). It also compares in different countries, it is the results obtained in April clear that elections are not won 2014, making some comparisons nor lost on social networks. between Campos’ figures (on Followers or “likes” are not the the first analysis in April) and votes which determine who will Marina’s current figures. win. Nevertheless, identifying and registering the different Following the same procedure as conversations (both negative in the first report, LLORENTE &
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CUENCA’s team have evaluated better the analysis about its and classified all the comments persistence is (this includes concerning: retweets as well as mentions on the same topic during a “A negative mention, • Emotional balance; which specific period of time). highly spread, with focuses on the tone given to the comment: it can be According to the methodology a high participation negative, positive or neutral used by LLORENTE & CUENCA, of influent users (referring to the argued the interaction of the 4 elements and which lasts for topic). creates what is called an a long period of “indicator of reputation risk”, • Notoriety: it evaluates the since it seeks to identify those time means a risk importance of a certain issue issues and characteristics that on the candidate’s on the conversations held could represent a potential risk reputation” about a candidate. This point for the candidate’s reputation analyses the percentage of by evaluating in which points the mentions about a certain topic political messages need to be rather than the total amount reinforced. of identified topics within all the existing conversations That is why for example, a about a candidate. negative mention, highly spread, with a high participation of • Influence: it studies the influent users and which lasts for level of participation of the a long period of time means a risk most influent users on the on the candidate’s reputation. If conversations about a topic we had a positive mention with and a certain candidate. the same characteristics it would According to the scale give strength to the candidate used by the analytics tool and it would stand a good chance Brandwatch, which is one of of picking up a good position in the most relevant tools on the the run-up to the elections. market, it is the percentage of influent profiles with a Following the criteria set by superior level that take part Reputation Institute for leaders’ in the conversations about analysis, tweets are classified the studied topic. This tool into four main groups: considers, among other elements, the number of • Leadership; related to the followers, the impact and following attributes: the commitment level and continuance of the tweets. »» Strategic vision
• Persistence: it studies the »» Ability to assume risks continuance of the tweets about a certain topic during »» Ability to forecast a certain period of time. problems and identify The longer the period is, the opportunities (foresight)
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»» Crisis management reinforcement of their messages in every specific dimension and »» Qualified working teams not only as an answer to specific questions. “The fact of • Influence: classifying topics The report aims to answer the same Good communicator (or issues that were questioned on the into dimensions and communication skills) first report, but this time is focused attributes allows a on the launching of Marina Silva research on specific »» Good skills for the global as Campo’s replacement. For this facts and in strategic market reason this second report is more focused on the following points: terms. It also provides »» Social, political and the candidates with economic leadership • In which dimension is the important elements candidate more likely to • Responsibility receive bad critics or negative for the construction comments? and reinforcement »» Ethical issues of their messages • In which dimension is the »» Support to social causes candidate less likely to in every specific have this kind of critics and dimension” »» Motivate and inspire comments? teams • In which issues or dimensions »» Prioritize citizens’ are the candidates more welfare connected with the public and in which are they less • Management connected?
»» Specialization in a • According to the users, what certain the area are the most important issues of each candidate? »» Adds value to the country’s image (for Even though both reports have citizens) followed the same methodology, the analysis can only be »» Efficient resources compared to the extent that both management established the same standards of analysis for all three candidates. »» International potential Nevertheless, they do not aim to establish if a candidate is better The fact of classifying topics into or worse than the other. The dimensions and attributes allows reports do not seek to create a a research on specific facts and in ranking among the candidates for strategic terms. It also provides the elections. It seeks to identify the candidates with important risks and chances according to elements for the construction and different groups of users.
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What can really be compared in Leadership and management: these reports, are the different differences among candidates results obtained in August and April. According to the analysis carried “Social networks out in April, leadership was the like Twitter have The report does not take into dimension which had the best account the tweets posted by impact on candidate’s reputation. a constant but the candidates. It evaluates This point encompasses the changing dialogue and the mentions on them and it strategic vision, the ability interaction” classifies them according to to assume risks and the crisis their importance (following the management. Eduardo Campos established parameters) and the obtained a 0% risk in April presence of influent users on (neutral position). the conversations. However, the new candidate Moreover, the analysis of the in the run-up to the elections, users’ influence enables to Marina Silva, gives to the PSB limit the impact of trolls and 0.46 points of risk. In this point, other sources with high level the launch of the new candidate of mentions but low influence. produced negative perceptions This aspect does not mean that mainly related to her ability to among a candidate’s influent create qualified working teams. people there are not some who It was a resounding issue specially are sympathetic to other users. after the bad repercussion obtained after Carlos Siqueira‘s Social networks like Twitter (coordinator of the campaign have a constant but changing team while the candidate was dialogue and interaction. This still Eduardo Campos) dismissal. report provides us with the needed elements for candidates After having registered the and their campaigns to reinforce highest risk percentage in April their messages addressed to (0.21) together with Aécio Neves answer citizens’ interests and (0.16), Dilma had 0% threat on worries in order to strengthen the reputation in this dimension. the election process. These results are easily explained since both candidates had little public presence after Eduardo 2. GENERAL CONCLUSIONS Campo’s loss. The natural thing was that Marina had a higher The main conclusions from the exposition to the public. In terms analysis of the references to of perception of leadership, the three candidates (according the report concludes that this to the before-mentioned high exposure of Marina Silva parameters), and in comparison to the public was not positive to the April’s 2014 results, are according to the most important the following: conversations on Twitter.
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In terms of the management Aécio Neves, who obtained a low dimension only 10 days were risk in April (0.14,) has suffered needed to show that Marina has a significant increase on his risk a critical perception especially level in August. With a risk of concerning her ability to manage 0.45, Aécio is now close to the union resources in an efficient average considered to be critical way. Therefore, Marina´s risk level when evaluating reputation. is the same as Campo’s risk level His performance as governor in in April (0.60), which represents Minas Gerais and even his role as a point to be worked in for her Senator of the Republic are now campaign team. highly criticized.
Regarding Dilma, her risk level Dilma Rousseff is now the raised from 0.42 in April to 0.65 candidate who has a higher risk in August (a level which is above on her reputation regarding the the average of reputation risk and management perception. As which is related to several tweets the current President and with which questioned the performance the still to come government of the current government lead by commitments, this point should President Dilma. be watched by her campaign
CHARTER 1: LEVEL OF REPUTATION RISK IN DIMENSIONS
Management Responsibility Influence Leadership
0.71 0.70 0.67 0.65 0.64
0.60 0.60 0.59
0.42 0.42 0.45
0.32 0.27
0.22 0.21 0.16 0.15 0.14 0.16 0.12
0.02 0.01
-0,02 April August April August April August
Dilma Aécio Campos Marina
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team. Nevertheless, all three in April and a 0.15 risk on the candidates have a negative current report. perception in this dimension and it is very likely to worsen Responsibility: still a high risk “The dimension of since with the intensification of dimension responsibility includes the campaigns the candidates’ management ability might be The dimension of responsibility the mentions related increasingly questioned. includes the mentions related to to the perception the perception of the candidates’ of the candidates’ Influence: strong context for ethics, if they prioritize citizens’ ethics, if they candidate Marina Silva welfare and support social causes etc. On this dimension prioritize citizens’ When analyzing the influence all candidates still receive bad welfare and support dimension, Eduardo Campos comments in the Internet. social causes etc. obtained a risk of 0.27 in April and Marina Silva comes with a Marina Silva has the highest On this dimension negative level of -0.02 (according reputational risk according to all candidates still to the analysis in August) and do the responsibility scale: 0.70. receive bad comments not seem to have any risk on Taking into account this data, it this aspect but to have a chance could be said that Marina Silva in the Internet” to put her candidacy in a good faces slightly higher risks than position in the ranking. Her high Campos (who obtained a risk exposure after Campos’s death of 0.59 in April) according to has received a positive welcome Twitter’s conversations. Fact is especially regarding her position that the perception of Marina as a leader on social, political having taken advantage from and economic issues. Whether Campos’ death caused several the candidate will be able to negative mentions. This fact maintain her great influence could be circumstantial and making it a strong aspect of could get better as time passes her candidacy or not, and if by and with the consolidation of the results are circumstantial her campaign. and related to specific events that were happening during the Taking a wider view of the days the analysis was held, it is scenario, Dilma’s reputational something that future reports risk could be much more should verify. dangerous since the current president triplicated her risk Aécio Neves enjoyed the lowest from 0.22 in April to a current risk on his reputation (0.12). 0.67. Aécio Neves also suffered Nevertheless, in August his risk an increase on his risk and went got three times higher and it is from 0.64 to 0.71. now 0.32, making the candidate the one with the highest risk This dimension has been regarding this dimension. confirmed to be the main risk Regarding Dilma’s risk it remains aspect for all three candidates. constant with a 0.16 risk level The responsibility risks are higher
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than in any other dimension in an analysis of the importance for all of them. As it was of the dimensions among the shown on April’s analysis, the candidates. negative influence of comments “One of the targets related to ethical issues had a Regarding influent people, of LLORENTE & decisive impact on the citizens’ Marina is very successful; Dilma comments. This fact reveals has now created more interest CUENCA analysis is the high exposure of politics and Aécio should still work on to identify the most with these kinds of questions on it. influent profiles in the Twitter. Broadly speaking, the conversations about negative satisfaction with the One of the targets of LLORENTE three candidates in terms of & CUENCA analysis is to identify the candidates. This ethical issues remains the same the most influent profiles in enables us to have a and even increases in comparison the conversations about the broader qualitative with the results in April. candidates. This enables us to have a broader qualitative perspective of the It is important to highlight that perspective of the impact of impact of the studied the risk level must be seen in the studied mentions which mentions which the light of the importance also helps to better understand of the dimension. In order to the real scale of the impacts. also helps to better understand the risk for the Therefore, the level of understand the real reputation in a dimension it is reputational risk depends on the scale of the impacts” important to understand the number of mentions as well as on number of mentions received the influence of those who post in comparison to the mentions comments on the network. that were analyzed. This results Campos was already the CHARTER 2: AVERAGE OF INFLUENT USERS FROM candidate who caught more attention on the net among APRIL TO AUGUST 2014 influent people in the April’s report. His replacement, Marina, 85,7% 80.5% increases this interest and 81% 78.6% makes PSB candidacy the one
70% with more mentions among the influent users: 85.7% of influent 65.25% people have impact on Marina’s candidacy.
Nevertheless, it is surprising that, in comparison to April’s report, declarations related to Dilma had a low impact among influent people (65.2% in the total of April mentions by influent users). It is August especially shocking compared to Aécio and Campos’ numbers (80% Campos / Marina Aécio Dilma and 81% respectively).
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Dilma has improved her numbers As it was shown on April’s report, in the net among influent users influent people have a great according to the new report. impact into the capacity of Her percentage has risen up to spreading messages and opinions 70%. Aécio has suffered a low in social networks. This fact decrease but still remains with a makes them a strategic target of 78.6% among influent people. the candidates’ communication. On the other hand, regarding those dimensions with high reputational risk, the presence CHARTER 3: GENERAL DIMENSIONS: EDUARDO CAMPOS of influent users increases the APRIL 2014 possibilities of risk for the candidates’ image. 100% Taking into account all four INFLUENCE dimensions, Aécio Neves and Marina Silva are tied in terms Prominence of influent people while Dilma Rousseff has a better presence 50% among influent people.
3. SPECIFIC CONCLUSIONS: RESPONSIBILITY MARINA SILVA
MANAGEMENT 0% LEADERSHIP In order to analyze this document -1 0 1 regarding Marina’s situation, we Threat will take into account the April’s results related to candidate Eduardo Campos and compare them with Marina’s candidacy, CHARTER 4: GENERAL DIMENSIONS: MARINA SILVA the replacement launched after AUGUST 2014 the tragic death in a plane crash of Campos. In this specific 100% case a clear development or INFLUENCE decrease on the candidate’s numbers cannot be analyzed, but it can be analyzed regarding Prominence the PSB presidential candidacy in general terms. 50% Between April and August, the general index of reputation risk on PSB’s candidacy experienced LEADERSHIP RESPONSIBILITY some changes between Eduardo MANAGEMENT Campos’ figures and Marina Silva’s 0% results. The biggest variations -1 0 1 are the increase of the risk in Threat
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CHARTER 5: IMPORTANCE OF two dimensions: leadership and Marina Silva’s attributes EDUARDO CAMPOS’ ATTRIBUTES responsibility. With Campos the APRIL 2014 risk was 0.59 for the leadership During the month of August, dimension and 0.00 (neutral) mentions to Marina Silva were 1% for the responsibility one. With classified into seven different 3% Marina Silva this figures rise to aspects (being five aspects with 17% 0.70 and 0.46 each. Regarding Campos in April). Comments on importance, there has been social, political and economic 1% an increase on the leadership importance with candidate percentage (from 0% to 7%) and Campos represented the 75% in a decrease in responsibility (from April. Now with the candidacy 18% to 5%). of Marina Silva the percentage is 87%. When looking at the responsibility 75% dimension there was a significant Comments related to the ethical reduction on importance, which aspect which in April represented caused benefits on the negative 17% (and had a high risk) were
Social, political and economic prominence mentions received during the reduced to 5% in August but with Ethics issues period the report was carried out. a higher risk. Efficient resources management Specialist in their area Launching Marina Silva as the new Other aspects that also imply risk Prioritizes citizens´satisfaction candidate had a great impact such as “efficient management into the influence dimension of resources” were reduced from and reduced the reputational 3% to 1% having a permanent risk CHARTER 6: IMPORTANCE OF risk which is now seen as an on the PSB candidacy. MARINA SILVA’S ATTRIBUTES opportunity (a positive aspect). AUGUST 2014 The high number of tweets on We must here highlight the this dimension can be explained constant link between personal 1% by the campaign’s strategy of attributes and positive 1% 5% presence in the social networks references. Here appears a new 1% and because of Campos’ death (a characteristic named “risks 5% shocking event itself). assumption” which represents a 1% in August and shows some 1% 5% Leadership dimension which positive references to Marina had a neutral performance in Silva when facing possible crisis. April with candidate Campos had in August a risk of 0.46 Regarding reputational risks, with a presence of 7% on the comments related to ethical 86% comments. This fact is directly issues still have a negative linked to the ability of creating influence on her candidacy and “qualified working teams” which is percentages continue above considered as a negative aspect on the average (similar to Campos’ Social, political and economic prominence Marina Silva’s candidacy, especially results in April). Ethics issues Efficient resources management after the dismissal of the campaign Specialist in their area coordinator of Campos’ candidacy The comments related to his Assume risks who did not continue working with “specialization on his area” Efficient crisis management Marina Siva. increased his reputational risk Creates trained teams
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CHARTER 7: EDUARDO CAMPOS: RISKS BY ATTRIBUTES APRIL 2014 from 0.57 in April to 0.67 in August. These figures indicate the need of a bigger attention
0.61 0.62 when dealing with this dimension. 0.57 Risk matriz With regard to social importance, results in April and August show big differences: the level of risk in April was 0.27; in August 0.27 the risk represents a point of strength with a negative level 0.20 of -0.02.
The number of influent users commenting about Campos in April and about Marina in August has increased. Marina’s Prioritizes Social, Specialist in Efficient resources Ethics issues representation of some groups citizens´satisfaction political and their area management that did not feel represented by economic Campos stands a good chance to prominence guide influent users on the net. On the other hand, those aspects that increased the reputational risk represent some weak aspects on the conversations held by influent users. CHARTER 8: MARINA SILVA’S RISKS BY ATTRIBUTES AUGUST 2014 On the other hand, those aspects that had a higher risk
Assume risks 0.56 (ethical issues and efficient management of resources) had
Social, political and economic prominence 0.02 a 71% and 73% of presence in April among influent users. In August, there is a negative -0.55 Efficient resources managemen increase reaching the 75% and 90% of influent users (in both -0.61 Creates trained teams topics respectively). There are a lot of influent users talking -0.67 Specialist in their area about controversial topics in a critical way. -0.7 Ethics issues Regarding aspects like Efficient crisis management “specialization on her area”, -0.75 the presence of influent people continues with a percentage of 67%.
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4. SPECIFIC CONCLUSIONS: Regarding reputation, the DILMA ROUSSEFF dimension of influence has the biggest importance in the Contrary to the results on the analysis between April and “All analyzed April report, the four dimensions August as it can be observed in dimensions have a that were registered among the following graphics. Dilma’s mentions were reduced specific group of to three dimensions since the Dilma’s attributes attributes” leadership dimension on the current president’s candidacy All analyzed dimensions have did not appear while the analysis a specific group of attributes. was carried out in August. Regarding current president Dilma, the report carried by Moreover, even if in April LLORENTE & CUENCA observed an the reputation dimension of increase on the mentions related Dilma Rousseff was under the to Dilma’s social, political and reputation risk average (0.5), economic importance. Figures results in August are slightly went from 44% in April to 86% different. in August. This behavior is normal on a president’s case. Responsibility and management The report emphasizes that dimensions registered a level in April, mentions on this of 0.67 and 0.65 respectively. aspect were classified into 11 These dimensions represented different groups and in August critical aspects for Dilma and the number was reduced to just show her weakness when facing 6, which is translated into a discussions and campaign more specific concentration of debates. topics especially related to the electoral campaign.
It is interesting that those aspects CHARTER 9: EDUARDO CAMPOS: ATTRIBUTES- MAIN INFLUENT related to crisis management PROFILES APRIL 2014 (which were present in April and linked to the situation in that moment), do not appear on the Prioritizes citizens´satisfaction 0.70 tweets posted in August. This fact enables the improvement of
Social, political and economic prominence 0.87 other aspects less dangerous.
There are also other aspects Specialist in their area 0.61 related to ethical issues that appeared in April and that have Efficient resources management 0.73 almost disappeared in August although in this second report Ethics issues 0.71 still appear those negative mentions related to the efficient management of resources that % of influencers by attributes were present on April’s report.
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CHARTER 10: IMPORTANCE OF Four out of the eleven attributes interesting aspect is that areas MARINA SILVA’S ATTRIBUTES related to President Dilma like strength and chances did not AUGUST 2014 Rousseff on Twitter had a high appear on the August’s analysis. reputational level in April 16% 15% (above the average). In August Regarding high risk aspects for this attributes increased and reputation like “communication became 5 instead of 4. The four skills”, the numbers also suffered different groups are: “add value an increase on the presence of 12% to the country’s image” (0.69), influent people going from 59% 15% “specialization on her area” to 63% in August. During the (0.68), “ethics” (0.67), “efficient evaluating period the “efficient management of resources” (0.62) management of resources” and “good communication skills” also experienced a 1% increase 15% (0.61). reaching a 70% of influent people. 16% The most critical aspect which One of the main aspects that is “add value to the country’s 11% caused variations on Dilma’s image” interests 75% of the Social, political and economic prominence impact on Twitter between influent users. A 70% of the Ethics issues April and August was the bigger influent users post comments on Efficient resources management presence of influent people the dimension “specialization on Specialist in their area posting comments on the main her area”, which is other of the Assume risks attributes of President Dilma. critical topics. And the ethical Efficient crisis management It had impact in both, positive aspect has a negative tendency Creates trained teams and negative aspects. Another for 64% of these influent users.
5. SPECIFIC CONCLUSIONS: CHARTER 11: GENERAL DIMENSIONS: DILMA ROUSSEFF APRIL 2014 AÉCIO NEVES
50% Between April and August, the INFLUENCE evolution of the risks for Aécio Neves has experienced an increase on the “responsibility” dimension Prominence reaching a very high-level risk of 0.72 (above the previous figures in 25% April, 0.64).
Although it only represents a 9% out of the total of evaluated LEADERSHIP RESPONSIBILITY mentions, the risk increase on this MANAGEMENT dimension makes it a big threat 0% for the candidate’s reputation in -1 0 1 this final stage of the electoral campaign. Threat Something similar happens with the “management” dimension.
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CHARTER 12: GENERAL DIMENSIONS: DILMA ROUSSEFF Although it does not represent AUGUST 2014 a big threat, there was again an increase from April (with an almost a neutral position of 0.14) 100% to August with a punctuation of INFLUENCE 0.58.
Prominence Aécio’s case is similar to Dilma’s situation since the “leadership” dimension which appeared in 50% April did not appear in August’s analysis.
MANAGEMENT The most important dimension on Aécio’s candidacy is “influence”. RESPONSIBILITY It represents 84% of the mentions 0% about the candidate. This -1 0 1 dimension was close to the Threat neutral point in August (0.12) and it remained in the same position in August. This dimension is under CHARTER 13: IMPORTANCE OF CHARTER 14: IMPORTANCE BY the risk average but it could harm DILMA ROUSSEFF’S ATTRIBUTES ATTRIBUTES IN DILMA the PSDB candidate. APRIL 2014 AUGUST 2014 Aécio Neve’s attributes 4% 3% 3% 5% 2% 3% A wider number of attributes 6% 2% means a bigger segmentation 1% of communication. This enables 4% the candidate to get to more people through different issues. Regarding candidate Aécio, the 8% number of attributes was reduced 1% from 6 in April to 5 in August. 4% 2% Although it is not a big change 86% 2% 44% it shows the opportunity to still 1% create a wider communication.
Social, political and economic prominence Social, political and economic prominence Those aspects related to social, Ethics issues Ethics issues political and economic issues Efficient resources management Efficient resources management are still the most important Specialist in their area Specialist in their area topics with an 84% out of the Generates value for the country image Assume risks total of tweets about the Efficient crisis management Good communicator candidate in August. Creates trained teams Communication skills Prioritizes citizens´satisfaction With regard to topics related to Supports social causes the “ethical dimension” (and Future vision which represent a high risk for Generates value for the country image
15 ELECTIONS BRAZIL 2014: DEATH OF PRESIDENTIAL CANDIDATE CAMPOS, MARINA SILVA’S CANDIDACY AND THE IMPACT OF TWITTER ON THE PRESIDENTIAL CANDIDATES’ REPUTATION
CHARTER 15: DILMA’S RISKS BY ATTRIBUTES APRIL 2014 reputation), they suffered a decrease from 11% in April to Future vision 0.26 a 9% in August. The tendency Supports social causes 0.02 could still be dangerous for the Assume risks 0.02 candidate’s reputation.
-0.11 Social, political and economic prominenceo Comments related to his skills -0.13 Prioritizes citizens´satisfaction as a “good communicator” also decreased from 3% in April to 1% -0.17 Creates trained teams in August. This aspect could be -0.18 Worldwide exposure explained by the focus on the campaign’s pledges and Eduardo -0.23 Generates value for the country image Campos’ death. -0.52 Efficient resources management It is interesting how, according to -0.61 Efficient crisis management the perception of Twitter users, -0.62 Ethics issues in terms of reputation, Aécio Neve’s attributes had a more -0.66 Good communicator negative perception between April and June increasing the candidate’s risk. CHARTER 16: DILMA’S RISKS BY ATTRIBUTES AUGUST 2014 In April, candidate Aécio Neves -0.69 Generates value for the country image had two attributes which had a positive image: good -0.68 Specialist in their area communicator and expert on his -0.62 Efficient resources management area. Nevertheless, in August, three out of the five attributes -0.61 Good communicator that were identified were -0.67 Ethics issues above the average reputation risk. The attribute “expert on -0.13 Social, political and economic prominence his area” is no longer a positive attribute (it has reached 0.60) and it represents now a very CHARTER 17: PRESENCE OF INFLUENT USERS. DILMA ROUSSEFF critical issue since critics APRIL 2014 as governor of Minas Gerais and Republic Senator have 59% 52% considerably increase.
Those tweets related to the Communication skills ethical dimension have a risk of Ethics issues 0.72 which is considered to be Efficient resources management very high. It is especially high Crisis management taking into account that this dimension represents the second higher percentage in importance 59% 70% for the candidate’s attributes.
16 ELECTIONS BRAZIL 2014: DEATH OF PRESIDENTIAL CANDIDATE CAMPOS, MARINA SILVA’S CANDIDACY AND THE IMPACT OF TWITTER ON THE PRESIDENTIAL CANDIDATES’ REPUTATION
CHARTER 18: INFLUENT USERS BY ATTRIBUTES. DILMA ROUSSEFF Although its importance was APRIL 2014 lower in July, the dimension of “efficient management of 17% 18% resources” increased from 0.28 in April to 0.53 in August. If this figures continued to be the same in the future it could 17% create a negative impact on 16% Neves’ reputation (although it Social, political and economic prominence is under the average risk). Ethics issues Efficient resources management The high reputational risk in Specialist in their area aspects such as ethics can be Generates value for the country image 17% 15% explained by the presence of Good communicator influent people in the online conversations. In April, the “ethical dimension” was 78%. In CHARTER 19: AÉCIO NEVES: RISKS BY DIMENSIONS APRIL 2014 August it increased to 79%.
100% It is important that the candidate reinforces the communication INFLUENCE and that he gives more importance to those attributes Prominence which are more visible and adds influent people which will help 50% to protect the negative impact of minor attributes. RESPONSIBILITY The social, political and economic dimension had in April MANAGEMENT a presence of 83% on influent LEADERSHIP 0% people. It was a main source of -1 0 1 mentions to the candidate and Threat in August it registered 84% of presence.
CHARTER 20: AÉCIO NEVES: RISKS BY DIMENSIONS AUGUST 2014 It is curious that the decrease on the numbers of influential people 100% INFLUENCE happened at the same time as the risk of this attribute increased, which produced more mentions
Prominence to the detriment of quality and possibly of the positive mentions in the social networks. 50% With a more strategic work with influent people, the PSDB candidate will be able to reduce RESPONSIBILITY MANAGEMENT 0% -1 0 1 Threat 17 ELECTIONS BRAZIL 2014: DEATH OF PRESIDENTIAL CANDIDATE CAMPOS, MARINA SILVA’S CANDIDACY AND THE IMPACT OF TWITTER ON THE PRESIDENTIAL CANDIDATES’ REPUTATION
CHARTER 21: IMPORTANCE OF AÉCIO NEVE’S ATTRIBUTES APRIL 2014 his current reputational risks as well as to have a more positive 2% 1% 3% performance strategy and closer to the results obtained in April. 11% 1% Social, political and economic prominence Ethics issues 6. THE CHALLENGE OF Good communicator DIGITAL IDENTITY Efficient resources management Specialist in their area Future vision This report clearly shows that in order to manage personal 77% reputation in the social media, a digital identity is very important. Based on the daily work that LLORENTE & CUENCA performs for the main companies in Spain, CHARTER 22: IMPORTANCE OF AÉCIO NEVE’S ATTRIBUTES Portugal and Latin America, AUGUST 2014 the company has developed its 2% own methodology that enables 4% politicians and companies to 9% control their presence in the 1% internet. The methodology is Social, political and economic prominence based on three main pillars: Ethics issues Good communicator • Strategy: the first step is that Efficient resources management the Company understands Specialist in their area the benefits that the participation of leaders in social networks can bring 84% to the Company. With this aim, LLORENTE & CUENCA consider that the first step that should be taken is a consultancy which will allow CHARTER 23: AÉCIO NEVE’S RISKS BY ATTRIBUTES APRIL 2014 the company to establish the procedures and indicators Good communicator 0.45 as well as conferences to
Specialist in their area 0.16 create a bigger awareness about tendencies and good -0.13 Future vision practices. -0.14 Social, political and economic prominence • Specialization: in order to -0.28 Ethics issues use the social networks -0.64 Efficient resources management a technic knowledge about the internet and its
18 ELECTIONS BRAZIL 2014: DEATH OF PRESIDENTIAL CANDIDATE CAMPOS, MARINA SILVA’S CANDIDACY AND THE IMPACT OF TWITTER ON THE PRESIDENTIAL CANDIDATES’ REPUTATION
CHART 24: AÉCIO NEVES: RISKS BY ATTRIBUTES AUGUST 2014 applications is required. With that purpose we offer training seminars that Good communicator are very operational as -0.18 Social, political and economic prominence well as direct help during the first weeks since the -0.53 Efficient resources management implementation. -0.6 Specialist in their area • Time: one of the main -0.72 Ethics issues problems executives face when they use the social networks is the management CHARTER 25: AÉCIO NEVES: INFLUENCE BY ATTRIBUTES APRIL 2014 of their time. In order to face this aspect, a personal work program is needed. This 83% Social, political and economic prominence program should adapt the use Ethics issues of the time to the routines and profile of each leader. Managing the digital identity is a challenge that needs to be addressed by directors, presidents and leaders of all kind of organizations as soon as possible.
78% Online communication will require a greater degree of transparency regarding public authorities and business. CHARTER 26: AÉCIO NEVES: INFLUENCES BY ATTRIBUTES Their leaders can not stay AUGUST 2014 on the sidelines if they want to have a good image in the face of public and help their 20% Ethics issues 22% organisations to reach their Specialist in their area Efficient resources management reputation goals. Social, political and economic prominence Good communicator
20% 20%
18%
19 ELECTIONS BRAZIL 2014: DEATH OF PRESIDENTIAL CANDIDATE CAMPOS, MARINA SILVA’S CANDIDACY AND THE IMPACT OF TWITTER ON THE PRESIDENTIAL CANDIDATES’ REPUTATION
AUTHORS
Juan Carlos Gozzer is Managing Director in LLORENTE & CUENCA Brazil. Expert in reputation management and communication strategies, Mr. Gozzer has collaborated in the development of strategic communication plans for clients such as Sonae Sierra Brasil, Organização Cisneros, and Light Energia, among others. With academic education in Brazil and abroad, Mr. Gozzer has a Bachelor’s degree in Political Sciences and Specialization in International Information from the Universidad Complutense de Madrid, as well as a Master’s degree in International Relations from the University of Bologna. [email protected]
Pedro Borges is Account Manager in LLORENTE & CUENCA Brazil. Mr. Borges holds a bachelor’s degree in Journalism from Universidade Federal do Rio de Janeiro (UFRJ) and a Master’s degree in International Management from Université Pierre Mendès - Grenoble 2. He has extensive experience in brand communication, online communication, and marketing. For seven years, Mr. Borges has served as a marketing analyst at Petrobras, where he is responsible for planning and executing relationship and digital marketing actions with investors, employees, suppliers, and partners. He has solid knowledge of ROI measuring for online and off-line media campaigns. [email protected]
20 Leading Communications Consultancy in Spain, Portugal and Latin America
LLORENTE & CUENCA is the leading Reputation Management, Communication, and Public Affairs consultancy in Spain, Portugal, and Latin America. It has 17 partners and more than 300 professionals who provide strategic consultancy services to companies in all business sectors with operations aimed at the Spanish and Portuguese speaking countries.
It currently has offices in Argentina, Brazil, Colombia, Chile, Ecuador, Spain, Mexico, Panama, Peru, Portugal and the Dominican Republic. It also offers its services through affiliates in the United States, Bolivia, Paraguay, Uruguay and Venezuela.
Its international development has meant that in 2014 LLORENTE & CUENCA is 55th in the Global ranking of the most important communication companies in the world, as reflected in the annual Ranking published by The Holmes Report.
Organisation
CORPORATE MANAGEMENT LATIN AMERICA Panama
José Antonio Llorente Javier Rosado Alejandro Romero Founding partner and Chairman Partner and Managing Director Partner and Latin American CEO [email protected] [email protected] [email protected]
Enrique González José Luis Di Girolamo Avda. Samuel Lewis. Edificio Omega, piso 6 Partner and CFO Partner and Latin American CFO Panama City (Panama) [email protected] [email protected] Tel. +507 206 5200
Jorge Cachinero Antonio Lois Quito Corporate Director for Innovation Regional Director of Human Resources [email protected] [email protected] Catherine Buelvas Managing Director SPAIN AND PORTUGAL Bogota [email protected]
Arturo Pinedo María Esteve Av. 12 de Octubre 1830 y Cordero. Partner and Managing Director Managing Director Edificio World Trade Center, Torre B, piso 11 [email protected] [email protected] Distrito Metropolitano de Quito (Ecuador) Tel. +593 2 2565820 Adolfo Corujo Germán Jaramillo Partner and Managing Director Chief Executive Rio de Janeiro [email protected] [email protected] Yeray Carretero Madrid Carrera 14, # 94-44. Torre B — of. 501 Director Bogota (Colombia) [email protected] Joan Navarro Tel. +57 1 7438000 Partner and Vice-President of Public Affairs Rua da Assembleia, 10 — sala 1801 [email protected] Buenos Aires Rio de Janeiro — RJ (Brazil) Tel. +55 21 3797 6400 Amalio Moratalla Pablo Abiad Partner and Senior Director Partner and Managing Director São Paulo [email protected] [email protected] Juan Carlos Gozzer Juan Castillero Enrique Morad Managing Director Financial Director Chief Executive for the Southern Cone [email protected] [email protected] [email protected] Rua Oscar Freire, 379, CJ 111, Cerqueira César Lagasca, 88 — planta 3 Av. Corrientes 222, piso 8. C1043AAP CEP 01426-001 São Paulo SP (Brazil) 28001 Madrid (Spain) Ciudad de Buenos Aires (Argentina) Tel. +55 11 3082 3390 Tel. +34 91 563 77 22 Tel. +54 11 5556 0700 Santiago de Chile Barcelona Lima Claudio Ramírez María Cura Luisa García Partner and General Manager Partner and Managing Director Partner and CEO of the Andean Region [email protected] [email protected] [email protected] Avenida Vitacura 2939 Piso 10. Las Condes Muntaner, 240-242, 1º-1ª Cayetana Aljovín Santiago de Chile (Chile) 08021 Barcelona (Spain) General Manager Tel. +56 2 24315441 Tel. +34 93 217 22 17 [email protected]
Lisbon Av. Andrés Reyes 420, piso 7 Santo Domingo San Isidro. Lima (Peru) Madalena Martins Tel. +51 1 2229491 Alejandra Pellerano Founding Partner Managing Director [email protected] Mexico [email protected]
Carlos Matos Juan Rivera Avda. Abraham Lincoln Founding Partner Partner and Managing Director Torre Ejecutiva Sonora, planta 7 [email protected] [email protected] Santo Domingo (Dominican Republic) Tel. +1 8096161975 Rua do Fetal, 18 Bosque de Radiatas # 22 — PH7 2714-504 S. Pedro de Sintra (Portugal) 05120 Bosques las Lomas (México D.F.) Tel. + 351 21 923 97 00 Tel. +52 55 52571084
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