Analysis of the Latin American Presidents' Reputational

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ANALYSIS OF THE LATIN AMERICAN PRESIDENTS’ REPUTATIONAL DIMENSIONS The usefulness of the Online Comments Report to measure the leaders’ digital identity through online conversations

March 2014

BARCELONA BOGOTÁ BUENOS AIRES LIMA LISBOA MADRID MÉXICO PANAMÁ QUITO RIO SÃO PAULO SANTIAGO DE CHILE SANTO DOMINGO

INDEX

Introduction 4 Analysis 5 Main conclusions 6 Results 8 The digital identity challenge 10 LLORENTE & CUENCA 12

Introduction

There is no doubt that, for a leader, Online Communication will be more complex than Mass Media Communication. It will require more transparency and responsibility from the leaders than before (when people watched TV on a massive scale). They will need more transparency, as the Internet makes increasingly difficult to hide facts. They will also need to be more responsible, as the social networks grant citizens and consumers the possibility to demand public answers to their questions. This is already happening at a political level, but also at a social and economic level.

When confronted to a phenomenon with these characteristics, there are three options: one, ignore it; two, stop it; and three, adapt to it. The results of this analysis give some hints on what is the best option, in terms of online reputation, for the political leaders analyzed in Latin America.

Those who decide to face the situation and take an active part in this new communication environment obtain more notoriety Those who decide to face the and notability on the Internet than those who do not. The Presidents who manage their own digital identity generate situation and take an active part in more and better positive comments related to their qualities, this new communication be they social responsibility (Dilma Rousseff), management capacity (Peña Nieto), or leadership (Rafael Correa). On the environment obtain more contrary, the leaders that do not participate in this online notoriety and notability on scenario miss the opportunity to generate reputational capital, as they refuse to express themselves over the networks, either the Internet by countering arguments against them or by encouraging discussions in favor of them.

The Internet is changing the way we communicate and interact socially. To ignore or prevent these changes can be an option, but it is hardly the best one. It would be wiser to embrace the media and the social networks, and manage our own digital identity in a clever way, as we are in an increasingly open and globalized environment. This is our conviction; this is our proposal. Hereafter, we present some data in order to share it with you.

4 Analysis

The study of reputational dimensions carried out by LLORENTE & CUENCA analyses the online conversation about 20 Latin American Presidents:

Cristina Fernández de Kirchner Evo Morales Dilma Rousseff Juan Manuel Santos Calderón Laura Chinchilla Miranda In order to carry out the analysis, a team of consultants specialized Raúl Castro in online communication has studied the first 100 results on Sebastián Piñera Google, the 100 most viewed videos on Youtube, the first 100 Rafael Correa results (pages of groups) on Facebook and the 100 most important Otto Pérez Molina tweets of the last year for each President. Porfirio Lobo In addition to this, all these mentions have then been classified Enrique Peña Nieto (according to the Reputation Institute criteria on leader Daniel Ortega analysis) in different dimensions that define the reputation of a Ricardo Martinelli leader. These dimensions take into account the leaders’ positive and negative aspects and are the following: Federico Franco

Ollanta Humala ■■ Leadership (meaning that the individual has strategic Alejandro García Padilla1 vision, risk-taking abilities, can anticipate changes and Danilo Medina recognize opportunities. The person has a strong leader image, can form solid teams and is an efficient crisis Mauricio Funes manager) José Mújica Nicolás Maduro ■■ Influence (meaning that the individual has good communication skills, a political, social and economic This analysis is based on a methodology created by LLORENTE influence, and knows how to deal with global markets) & CUENCA, which measures the notoriety or conversation volume, providing data that shows what leader is the more ■■ Responsibility (the person is ethical and responsible, prominent one. On the other hand, it analyzes the quality of the prioritizes the citizens’ satisfaction, motivates and conversation or notability, providing information that shows inspires the employees/teams, and supports social or who the most highly recognized political leaders are according philanthropic causes) to the network users. ■■ Management (the person is an expert on the field, ■■ In order to measure notoriety, two main variables have manages resources efficiently, has international projection been taken into account: the presence or number of and creates value for the citizens) messages that mention the leader, and the scope or potential global impact of these messages.

■■ On the other hand, in order to measure notability, three variables have been taken into account. The first variable analyzes the quality or viewpoint of the messages referring to the leaders. The second variable analyzes the authority or credibility level of the source of the said messages. Finally, the third variable analyzes the relevance or intensity level of the messages that mention the leader.

1 We have included Alejandro García Padilla in this study, as he is the highest authority of Puerto Rico even though he is not a President but the Governor of the Commonwealth.

Main conclusions

Thanks to this analysis, we can reach the following conclusions:

■■ Enrique Peña Nieto is the most influential President on the internet among all the leaders that have been analyzed. The scope of the mentions about the Mexican President is larger than the others. Thus, it can be said that the users’ online messages about Peña Nieto reach more people.

■■ Rafael Correa has the largest number of positive mentions. The significant number of mentions generated by himself or his team contributes to this outcome. The Facebook pages created to support him, the mentions about the inauguration of his second term, and the messages of his allies providing support for the Organic Law on Communication promoted in the country in June 2013 are examples of that.

■■ The users’ messages are mainly related to the Presidents’ leadership skills. Most of the mentions analyzed are related Enrique Peña Nieto to this dimension, which represents 39.5% of the areas in this study. Citizens, journalists, authorities, etc. are is the most influential President concerned by this dimension… in which Dilma Rousseff on the internet among all the obtains the highest volume of mentions and the highest leaders that have been analyzed. level of recognition. Rafael Correa has the largest ■■ Nicolas Maduro is the most questioned President in terms of influence.The election of the Venezuelan President in number of positive mentions 2013 (after Hugo Chávez’s death) caused many reactions online, but in most of the cases, the networks’ users conveyed negative messages about him. For this reason, we can find many users’ mentions criticizing Maduro’s influence capacity.

■■ Peña Nieto and Dilma Rousseff share the spotlight in terms of responsibility. The Mexican President is more influential, but the Brazilian President obtains better results in the responsibility dimension.

■■ Peña Nieto’s management is evaluated online. In terms of management, the Mexican President registers the largest conversation volume and is also the most highly valued President according to the users. His message is widely spread in the various networks thanks to his more than 6 million followers, and to the work of his government team, which manages the personal profiles of the President and works actively on other issues.

■■ Dilma is more influential on Google, whereas Peña Nieto is more favorably evaluated. The Brazilian President is the most influential leader on Google thanks to the wide media coverage of her interventions. On the other hand and according to the online users, Peña Nieto is the most highly valued President. This is due to the positive reports concerning his first months in office that were published in the media and on several blogs.

6 ■■ Fernández de Kirchner obtains outstanding results on Facebook while Correa obtains very good results on Youtube. The most influential President both on Facebook and Youtube is Peña Nieto. However, Fernández de Kirchner obtains more positive comments thanks to the work of his team on this social network, and so does Rafael Correa, as there are a lot of videos in support of the President of Ecuador.

■■ Dilma ranks first on Twitter. This is where the most positive comments about Dilma Rousseff can be found. Despite she left this social network for three years, the users ■■ Influence is the strongest point of Ricardo Martinelli.After have continued to share positive comments about her analyzing all the dimensions, we can observe that the role as President of Brazil. Moreover, many users reacted President of Panama only obtains positive mentions (above positively when she returned to Twitter last year. the average) in Influence and Responsibility.

■■ Evo Morales plays a major role on Twitter and Youtube. ■■ Federico Franco had his best results on Twitter. The President The leader from Bolivia obtains better results on Twitter and from Paraguay obtained the largest number of mentions as Youtube than on any other network analyzed in this study. well as above-average results on this social network.

■■ Ollanta Humala is far below the average in terms of notoriety ■■ Alejandro Padilla and his successful results on Facebook. but he is above the average in terms of recognition. The This social network is where the governor of Puerto Rico Peruvian President has a lower online impact than the average, performs better: he has a high volume of mentions and he and less conversational influence than other Presidents. obtains more positive messages than the average.

■■ Santos Calderón is slightly under the average in terms of ■■ The impressive leadership skills of Danilo Medina. notoriety and within the average range with respect to According to the online users’ opinions, the Dominican notability. According to the users, the leadership dimension President does a very good job in terms of leadership. In fact, of the Colombian President is, on average, stronger than the his notability is above average. Moreover, Google is where he other Presidents analyzed. obtains the best mentions.

■■ As in the case of Ollanta Humala, Laura Chinchilla Miranda’s ■■ José Mujica’s responsibility is what online users value notoriety is also below the average, this is mainly due to the most. The President of Uruguay is above the average in limited number of mentions about her on Twitter. terms of responsibility. Moreover, this dimension represents 26% of the analyzed mentions about Mujica. ■■ Raúl Castro is only above the average in terms of mentions’ volume on Google. The notoriety of the President of Cuba is under the average on all networks with the exception of Google. Moreover, the users’ opinions about him are worse than the average in all four dimensions.

■■ Mauricio Funes is mentioned less often than the average and the opinions about him are worse than the average. Although the users consider that the President of El Salvador has good management and influence skills, his notoriety and notability are below the average.

■■ Otto Pérez Molina obtained very good results in Management. According to the users, the President of Guatemala has a very good management dimension. However, his actions and the actions of the government in terms of responsibility had a negative evaluation.

■■ Porfirio Lobo: few mentions and bad results.The President of Honduras is under the average with respect to the volume of mentions and to the quality of those mentions in all reputational dimensions analyzed in this study.

Results

The graphics below show the conversation volume generated by the users for each President, according to the dimension (leadership, management, influence and responsibility) and network analyzed (Google, Facebook, Youtube and Twitter).

Total number of mentions for each dimension in all the networks Percentage of mentions for each dimension

Cristina Fernández de Kirchner 41% 20% 18% 21%

Leadership is the Presidents’ Evo Morales 42% 40% 5% 13%

dimension which generated a Dilma Roussef 65% 8% 8% 19%

greater number of mentions Sebastián Piñera 38% 1% 6% 55% between users with Juan Manuel Santos Calderón 34% 26% 3% 37% 39.5% of the total Laura Chinchilla Miranda 27% 18% 20% 35%

Raúl Castro 31% 42% 40% 8%

Rafael Correa 66% 21% 8% 5%

Mauricio Funes 33% 27% 15% 25%

Otto Pérez Molina 42% 15% 30% 13%

Porfirio Lobo 48% 4% 17% 31%

Enrique Peña Nieto 30% 19% 31% 20%

Daniel Ortega 25% 23% 17% 35%

Ricardo Martinelli 17% 15% 10% 58%

Federico Franco 27% 21% 14% 38%

Ollanta Humala 40% 30% 3% 27%

Alejandro García Padilla 63% 17% 8% 12%

Danilo Medina 62% 19% 18% 1%

José Mújica 29% 22% 26% 23%

Nicolás Maduro 40% 47% 1% 12%

Leadership Influence Responsibility Management

8 Google Percentage of mentions for each dimension

Cristina Fernández de Kirchner 50% 20% 15% 15%

Evo Morales 49% 30% 1% 15%

Dilma Roussef 73% 1%5%5%

Sebastián Piñera 34% 3% 15% 47% Youtube Juan Manuel Santos Calderón 60% 7% 33% Percentage of mentions for each dimension

Laura Chinchilla Miranda 19% 21% 13% 47% Cristina Fernández de Kirchner 40% 23% 19% 18% Raúl Castro 33% 34% 26% 7% Evo Morales 38% 56% 5% Rafael Correa 47% 39% 6% 7% Dilma Roussef 44% 28% 3% 15% Mauricio Funes 34% 27% 13% 22% Sebastián Piñera 33% 2% 65% Otto Pérez Molina 33% 18% 33% 15% Juan Manuel Santos Calderón 28% 6%3% 63% Porfirio Lobo 64% 1% 12% 19% Laura Chinchilla Miranda 28% 21% 23% 29% Enrique Peña Nieto 32% 13% 15% 39% Raúl Castro 29% 42% 12% 16% Daniel Ortega 26% 17% 35% 32% Rafael Correa 56% 25% 9% 9% Ricardo Martinelli 21% 13% 6% 59% Mauricio Funes 24% 31% 12% 28% Federico Franco 27% 18% 14% 43% Otto Pérez Molina 47% 12% 28% 8% Ollanta Humala 49% 25% 25% Porfirio Lobo 38% 11% 23% 30% Alejandro García Padilla 50% 24% 12% 14% Enrique Peña Nieto 16% 43% 32% 19% Danilo Medina 65% 6% 23% 3% Daniel Ortega 32% 20% 10% 38% José Mújica 35% 15% 27% 17% Ricardo Martinelli 21% 13% 17% 49% Nicolás Maduro 17% 89% 4% Federico Franco 37% 18% 11% 34%

Ollanta Humala 39% 42% 2% 19%

Alejandro García Padilla 56% 16% 11% 17%

Danilo Medina 52% 24% 23% 1%

José Mújica 18% 37% 19% 26%

Nicolás Maduro 60% 36% 2% 21%

Twitter Percentage of mentions for each dimension

Cristina Fernández de Kirchner 23% 23% 25% 29%

Evo Morales 32% 55% 4% 9%

Dilma Roussef 39% 1% 19% 41%

Sebastián Piñera 17% 4% 79%

Juan Manuel Santos Calderón 22% 38% 4% 36% Facebook Percentage of mentions for each dimension Laura Chinchilla Miranda 38% 12% 29% 21%

Raúl Castro 29% 51% 16% 2% Cristina Fernández de Kirchner 53% 14% 13% 22% Rafael Correa 70% 15% 14% 1% Evo Morales 46% 18% 14% 22% Mauricio Funes 26% 15% 20% 37% Dilma Roussef 76% 2%5% Otto Pérez Molina 32% 23% 30% 11% Sebastián Piñera 67% 3%2% 28% Porfirio Lobo 40% 6% 54% Juan Manuel Santos Calderón 27% 53% 4% 16% Enrique Peña Nieto 40% 15% 25% 21% Laura Chinchilla Miranda 23% 20% 15% 42% Daniel Ortega 17% 34% 9% 40% Raúl Castro 13% 13% 10% Ricardo Martinelli 11% 14% 9% 64% 2% Rafael Correa 90% 6% 2% Federico Franco 14% 27% 18% 41% Mauricio Funes 42% 31% 13% 10% Ollanta Humala 28% 1% 10% 61% Otto Pérez Molina 52% 4% 29% 19% Alejandro García Padilla 55% 18% 19% 14% Porfirio Lobo 42% 2% 25% 13% Danilo Medina 52% 24% 20% 2% Enrique Peña Nieto 33% 8% 53% 3% José Mújica 18% 16% 34% 32% Daniel Ortega 8% 4% 4% 5% Nicolás Maduro 54% 29% 3% 13% Ricardo Martinelli 16% 19% 6% 59%

Federico Franco 13% 10% 3% 10%

Ollanta Humala 43% 51% 5%

Alejandro García Padilla 95% 5%

Danilo Medina 72% 21% 9%

José Mújica 40% 18% 19% 14%

Nicolás Maduro 41% 46% 1% 12%

10 The digital identity challenge

This study shows the importance of digital identity when it comes to online personal reputation management. Thanks to the daily work carried out with leaders of the main Spanish, Portuguese and Latin American companies, LLORENTE & CUENCA has developed a unique methodology thanks to which political and economic leaders can manage their online presence. This methodology is based on three main pillars:

■■ Strategy: Firstly, the organization to which you belong needs to understand that the involvement of its leaders in social networks will bring many advantages to the business. Thus, LLORENTE & CUENCA’s first step is to provide consultancy services in order to define procedures and performance indicators; in addition to awareness raising conferences and good practices.

■■ Expertise: In order to use the social networks, some technical knowledge on how the Internet works and how it can be used is required. Thus, highly operational training seminars are offered, as well as tutorial classes during the first weeks of practice.

■■ Time: When dealing with social networks, time management is often the first difficulty that a businessman encounters. In order to tackle this issue, it is necessary to create a customized work program that can be adapted to the routines and profile of each leader.

Digital identity management is a challenge that the companies’ businessmen, presidents and leaders must face as soon as possible. Network communication will increasingly require a greater degree of transparency from the public and corporate powers. Their leaders cannot turn a blind eye if they want to survive public scrutiny and help their organizations to reach their reputational objectives.

11 Leading Consultancy Leading Communications Consultancy Enterprise in Spain, Portugal and Latin America

LLORENTE & CUENCA is the leading Consultancy Enterprise in the fields of Reputation, Communication and Public Affairs in Spain, Portugal and Latin America. It has fourteen partners and over 300 professionals, offering strategic consultancy services to companies across all sectors with operations aimed at the Spanish and Portuguese-speaking regions.

Currently, LLORENTE & CUENCA has offices in Argentina, Brazil, Colombia, China, Ecuador, Spain, Mexico, Panama, Peru, Portugal and the Dominican Republic. Moreover, it also offers its services through sister companies inthe United States, Chile, Bolivia, Uruguay and Venezuela.

Thanks to its international development, LLORENTE & CUENCA was one of the 50 largest communication companies worldwide in 2010 and 2011, according to the Global Annual Ranking published by The Holmes Report. In 2013, LLORENTE & CUENCA ranked 51st, improving the results of 2012 (52nd).

Team of Experts

Iván Pino Online Communication Director [email protected]

Juan Arteaga Online Communication Director [email protected]

www.llorenteycuenca.com Leading Consultancy CORPORATE MANAGEMENT LATIN AMERICA

José Antonio Llorente Alejandro Romero Panama Founding partner and Chairman Partner and Latin American CEO [email protected] [email protected] Javier Rosado Partner and Managing Director Enrique González José Luis Di Girolamo [email protected] Partner and CFO Partner and Latin American CFO [email protected] [email protected] Avda. Samuel Lewis. Edificio Omega, piso 6 Tel: +507 263 9899 Jorge Cachinero Antonio Lois Corporate Director for Innovation Regional Director of Human Resources Quito [email protected] [email protected] Catherine Buelvas Bogota Managing Director IBERIA [email protected] María Esteve Arturo Pinedo Managing Director Av. 12 de Octubre 1830 y Cordero. Partner and Managing Director [email protected] Edificio World Trade Center, Torre B, piso 11 [email protected] Distrito Metropolitano de Quito (Ecuador) Germán Jaramillo Tel: +593 2 2565820 Adolfo Corujo Chief Executive Partner and Managing Director [email protected] Río de Janeiro [email protected] Carrera 14, # 94-44. Torre B — of. 501 Juan Carlos Gozzer Madrid Bogota (Colombia) Managing Director Tel: +57 1 7438000 [email protected] Joan Navarro Partner and Vice-President of Public Affairs Buenos Aires Rua da Assembleia, 10 — sala 1801 [email protected] Rio de Janeiro — RJ (Brazil) Pablo Abiad Tel: +55 21 3797 6400 Amalio Moratalla Partner and Managing Director Partner and Senior Director [email protected] São Paulo [email protected] Enrique Morad José Antonio Llorente Juan Castillero Chief Executive for the Southern Cone Founding partner and Chairman Financial Director [email protected] [email protected] [email protected] Av. Corrientes 222, piso 8. C1043AAP Alameda Santos, 200 — Sala 210 Lagasca, 88 — planta 3 Ciudad de Buenos Aires (Argentina) Cerqueira Cesar. SP 01418-000 28001 Madrid Tel: +54 11 5556 0700 São Paulo (Brazil) Tel: +34 91 563 77 22 Tel.: +55 11 3587 1230 Lima Barcelona Santo Domingo Luisa García María Cura Partner and CEO of the Andean Region Alejandra Pellerano Partner and Managing Director [email protected] Managing Director [email protected] [email protected] Av. Andrés Reyes 420, piso 7 Muntaner, 240-242, 1º-1ª San Isidro. Lima (Peru) Avda. Abraham Lincoln 08021 Barcelona Tel: +51 1 2229491 Torre Ejecutiva Sonora, planta 7 Tel: +34 93 217 22 17 Tel: +1 8096161975 Mexico Lisboa Alejandro Romero ASIA Madalena Martins Partner and Latin American CEO Founding Partner [email protected] Beijing [email protected] Juan Rivera Sergi Torrents Carlos Matos Partner and Managing Director Managing Director Founding Partner [email protected] [email protected] [email protected] Bosque de Radiatas # 22 — PH7 2009 Tower A. Ocean Express Rua do Fetal, 18 05120 Bosques las Lomas (Mexico D.F.) N2 Dong san Huan Bei Road, Chaoyang District 2714-504 S. Pedro de Sintra Tel: +52 55 52571084 Beijing - China Tel: + 351 21 923 97 00 Tel: +86 10 5286 0338

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