TOP 50: MOST INFLUENTIAL PEOPLE ON THE WEB MAP OF POWER ON THE INTERNET , 2014

BARCELONA | BOGOTÁ | | | LISBOA | MADRID | MÉXICO | PANAMÁ | | RÍO DE JANEIRO | SÃO PAULO | DE | SANTO DOMINGO Produced by TOP 50 MAP OF

SOFÍA CAICHE MARÍA TERESA ROMERO GUERRERO POWER JONATHAN JORGE ADRIANA ESTRADA HEREDIA SÁNCHEZ 12 9 CAROLINA JAUME 16 15 RANKING 22 MICHELA 27 DOMÉNICA ROBERTO MANRIQUE 33 PINCAY SAPORITI 36 CARLOS V. MORALES 8 OF MOST DIEGO SPOTORNO 37 7 GABY 35 BETO ALFARO MORENO INFLUENTIAL PAZMIÑO 23 PEOPLE DOMÉNICA MENA 38 34 DIEGO ARCOS

ÚRSULA STRENGE 40 ECUADOR, 2014 32 JAIME MACÍAS ALARCÓN WENDY VERA 42

31 EMILIO PALACIO PEDRO ORTIZ 44

24 TANIA TINOCO MARIÁN SABATÉ 47 21 ANDRÉS GUSCHMER

CARLOS LUIS ANDRADE 49 2 ROBERTO BONAFONT - INFLUENCE INFLUENCE + INFLUENCE PEOPLE + INFLUENCE INFLUENCE - INFLUENCE ESTÉFANI ESPÍN DANIEL BETANCOURTH 20 50

6 DAVID REINOSO 48

MARTÍN GALARZA (AU-D) 30 11

29 CATEGORY JUAN FERNANDO VELASCO 28 26 POLITICAL LEADERS FLOR MARÍA PALOMEQUE 45 CRISTHIAN NOBOA JOURNALISTS JIMMY 18 1 JAIRALA MANAGERS FOLLOWERS 14 46 JOFFRE GUERRÓN ARTISTS VINICIO ALVARADO 43 RAFAEL GUILLERMO LASSO CORREA 0 TO 250,000 ATHLETES 41 3 25 MARCELA AGUIÑAGA 5 RICARDO PATIÑO AROCA 39 4 CARLOS 17 19 VERA JORGE 250,001 TO 500,000 SHOW BUSINESS PEOPLE ANDRÉS PÁEZ 13 VIVIANA BONILLA MAURICIO GLAS FERNANDO 10 RODAS ESPINEL JOSÉ ALVARADO JAIME SERRANO 500,001 TO 750,000 NEBOT SALGADO

INFLUENCE RATE 750,001 TO 1’000,000

+ INFLUENCE INFLUENCE OVER 1’000,000 - INFLUENCE Produced by TOP 50 MAP OF

LAN ECUADOR CORPORACION NACIONAL DE TELECOMUNICACIONES (CNT) POWER MICROSOFT 22 ECUADOR OF MOST 41 EP TAME MOVISTAR ECUADOR BANCO 10 (OTECEL) BOLIVARIANO 9

INFLUENTIAL 29 CLARO ECUADOR (CONECEL) CORPORACIÓN NACIONAL DE ELECTRICIDAD (CNEL) COOPERATIVA JEP 1 48 SAMSUNG ETAPA EP COMPANIES 21 MOBILE 24 ECUADOR BANCO INTERNACIONAL 17 2 8 ECUADOR, 2014 31 EMPRESA NACIONAL MINERA 13 47 PETROAMAZONAS EP BANCO DEL PACÍFICO 11

BANCO DE 7 34 KIA MOTORS ECUADOR SUPERCINES 18

DIRECTV ECUADOR 12 CHEVROLET ECUADOR TOP SHOWS 50 4 - INFLUENCE INFLUENCE + INFLUENCE + INFLUENCE INFLUENCE - INFLUENCE CINEMARK DEL ECUADOR 5 COMPANIES 49 ARTEFACTA NESTEA ECUADOR 42 46 CERVECERÍA NACIONAL

COMPAÑÍA GENERAL DE 40 45 FUZE TEA COMERCIO Y MANDATO

44 DORITOS CATEGORY SUPERMAXI 39 ECUADOR

43 QUICENTRO TELECOMMUNICATIONS 38 25 CITYMALL TGI FRIDAYS SHOPPING CONSUMPTION AND TRADE ECUADOR

MUSICALISIMO 37 AUTOMOTIVE 20 6 PATIOTUERCA FOLLOWERS ENTERTAINMENT RED BULL 36 3 COCA COLA BANKING AND FINANCE ALMACENES DE PRATI 35 0 TO 50,000 33 TECHNOLOGY BRAHMA ECUADOR MARATHON 32 SPORTS 14 50,001 TO 100,000 TRANSPORT REEBOK 28 30 27 DESPEGAR ECUADOR KFC 26 SERVICES SWEET & COFFEE ECUADOR ZHUMIR LA GANGA R.C.A. 15 MALL DEL SOL 100,001 TO 175,000 ECUADOR 16 EXTRACTIVE 19 23 PILSENER MC DONALD'S CLUB ECUADOR PREMIUM INFLUENCE RATE ECUADOR 175,001 TO 200,000

+ INFLUENCE INFLUENCE OVER 200,000 - INFLUENCE Produced by TOP 50 MAP OF

POWER TOP 10 BY CATEGORIES

RANKING POLITICAL LEADERS JOURNALISTS INFLUENCE INFLUENCE OF MOST POSITION NAME FOLLOWERS RATE POSITION NAME FOLLOWERS RATE 1 1’758,599 82.2 2 Roberto Bonafont 320,040 63.2 INFLUENTIAL 3 Carlos Vera 230,924 56.1 20 Estéfani Espín 507,749 38 4 Mauricio Rodas 111,749 50.8 21 Andrés Guschmer 427,207 37.8 PEOPLE 5 Jorge Glas Espinel 117,125 49.6 24 Tania Tinoco 215,138 37.5 10 Jaime Nebot 271,296 44.3 31 Emilio Palacio 29,787 35.3 ECUADOR, 2014 13 José Serrano Salgado 299,033 42.8 32 Jaime Macías Alarcón 109,000 35 Por tercer año consecutivo, 14 Guillermo Lasso 154,959 42.1 34 Diego Arcos 305,584 33.6 d+i LLORENTE & CUENCA lanza el 17 Viviana Bonilla 160,901 40.6 35 Beto Alfaro Moreno 221,752 33.4 Mapa de Poder - TOP 50 Influyentes 18 Jimmy Jairala 76,762 39.4 36 Carlos V. Morales 276,139 33 en la Red del Perú que acompaña a la tradicional Encuesta de Poder del 19 Fernando Alvarado 73,387 38.4 56 Xavier Bonilla 25,661 31.3 mensual Perú Económico.

El estudio nos muestra la evolución del MANAGERS ARTISTS TOP 50 influyentes en la Red del Perú, INFLUENCE INFLUENCE donde los directivos y empresarios, a POSITION NAME FOLLOWERS RATE POSITION NAME FOLLOWERS RATE pesar de tener un tímido avance de 125 Esteban Paz 30,441 26 26 Flor María Palomeque 375,272 36.9 posiciones en 2014, siguen consiguiendo menores cuotas de 137 Blasco Peñaherrera 7,415 25.2 28 Juan Fernando Velasco 700,571 36.6 influencia y poder online con respecto 160 Isabel Noboa 4,898 24.4 30 Martín Galarza (AU-D) 229,000 35.8 a la influencia percibida que mide la 229 Jorge Yunda Machado 68,215 21.6 48 David Reinoso 447,971 32.2 Encuesta de Poder, debido a su baja actividad en redes y la ausencia de 232 Joyce Ginatta 2,497 21.2 50 Daniel Betancourth 256,764 32.1 una identidad digital bien planificada 245 Luis Noboa Ycaza 132,719 21.2 54 Mirella Cessa 191,730 31.6 e implementada. 353 Roque Sevilla 2,291 17.74 57 Pamela Cortés 369,065 31.3 377 Carlos Pérez Barriga 4,998 15.7 83 Hugo Idrovo 4,940 28.8 431 Alexis Arellano 1,311 14.2 84 Fausto Miño 202,856 28.8 451 Christian Del Alcazar 3,576 13.98 90 Sergio Sacoto Arias 52,184 28.2

ATHLETES SHOW BUSINESS PEOPLE INFLUENCE INFLUENCE POSITION NAME FOLLOWERS RATE POSITION NAME FOLLOWERS RATE 6 Je erson Montero 664,199 48.6 7 Doménica Saporiti 757,891 46.8 11 Felipe Caicedo 605,219 43.8 8 Michela Pincay 479,988 46.6 29 Segundo Castillo 174,377 36.2 9 María Teresa Guerrero 930,019 44.4 45 Cristhian Noboa 476,473 32.2 12 Sofía Caiche Romero 552,986 43 46 Jo re Guerrón 31,177 32.2 15 Jorge Heredia 332,325 42 55 Máximo Banguera 113,433 31.4 16 Jonathan Estrada 288,213 40.8 77 Fidel Martínez 161,292 29.2 22 Adriana Sánchez 400,974 37.8 93 Arana Cristian 24,290 28 23 Gaby Pazmiño 149,278 37.7 108 Iván Kaviedez 22,574 26.8 27 Carolina Jaume 654,511 36.6 117 Félix Borja 32,435 26.3 33 Roberto Manrique 113,340 33.6 Produced by

MEDIA PUBLIC INSTITUTIONS INFLUENCE INFLUENCE POSITION NAME FOLLOWERS RATE POSITION NAME FOLLOWERS RATE 1 1045,937 89.4 1 Presidencia de la República del Ecuador 746,728 72.8 2 El Universo 617,076 83.2 2 Ministerio del Interior 181,638 55.3 3 426,393 76.9 3 Vicepresidencia de la República del Ecuador 61,360 54.0 4 Teleamazonas 881,906 74.6 4 Ministerio de Educación 224,824 47.8 5 Tc Televisión 544,947 72.9 5 Ministerio de Inclusión Económica y Social 60,594 47.0 6 El Telégrafo 171,867 70.0 6 Ministerio del Deporte 94,847 47.0 7 El Ciudadano 98,406 60.8 7 Ministerio de Relaciones Exteriores y Movilidad Humana 82,558 47.0 8 Vistazo 168,944 57.8 8 Secretaría Nacional de Gestión de la Política 63,865 44.8 9 Radio Pública Ecuador 87,117 54.6 9 Ministerio de Defensa Nacional 57,896 44.8 10 146,750 53.6 10 Secretaría Nacional de Comunicación 108,223 44.0

COMPANIES AND BRANDS UNIVERSITIES INFLUENCE INFLUENCE POSITION NAME FOLLOWERS RATE POSITION NAME FOLLOWERS RATE 1 Movistar Ecuador (Otecel) 238,157 49.4 1 Universidad Cat. de Sgo. de Guayaquil 22,276 48.2 2 Claro Ecuador (Conecel) 269,000 49.0 2 Universidad San Francisco de Quito 62,471 47.4 3 75,525 47.1 3 Escuela Sup. Politécnica del Litoral 19,174 45.2 4 Chevrolet Ecuador 12,312 40.0 4 FLACSO 15,871 44.2 5 Cinemark del Ecuador 37,013 37.4 5 Univ. de Especialidades Espíritu Santo 16,561 41.6 6 Coca Cola 57,592 35.0 6 Universidad Técnica Particular de Loja 19,141 41.3 7 Banco de Guayaquil 36,444 34.6 7 Universidad de Las Americas 25,634 38.2 8 Samsung Mobile Ecuador 48,850 33.3 8 Universidad de Cuenca 6,585 36.8 9 EP Tame 4,510 33.2 9 Universidad del Azuay 8,924 33.4 10 Corporacion Nacional de Telecomunicaciones (CNT) 56,500 32.8 10 Universidad Estatal de Milagro 2,622 33.4

GENERAL CONCLUSIONS Unlike his Peruvian counterpart, who ranks 37 in the Power Map of Peru, Rafael Correa wins for the drop both in her category and in the general ranking is also noteworthy. She dropped from first to second year in a row, he ranks first with an influence rate of 82.2, seven points higher than the third in the ‘Show Business People’ category and from third to ninth in the general ranking of the previous year and he registered 36% more followers. Map of Power.

Another peculiar fact found out in the raking of influential people is the emergence of new actors ‘Political Leaders’ and ‘Journalists’ rank second and third, with 22% and 18% respectively. such as Mauricio Rodas and Vice-President Jorge Glass among the top 10, ranking fourth and fifth respectively. The only journalists included in the TOP 50 of this study are sports journalists and news anchors, while there is an absence of journalists specialized in general issues, politics or business enterprise The second place has changed. , who deleted his Twitter account, was replaced amongst others, along with media director and editors. by the journalist Roberto Bonafont, who obtained an influence rate of 63.2. His notoriety and the reach of his messages were probably increased during the World Cup. Entrepreneurs and managers are not included in the TOP 50 of the Map of Power on the Ecuadorian Web. None of the managers has enough influence to belong to this TOP 50. In fact, the The ‘Show Business People’ category still occupies leading positions in the TOP 50 of the Map of person belonging to this category who registered the highest influence rate (26) is Esteban Paz, Power on the Ecuadorian Web for the second consecutive year. Show business people, such as who ranks 125 out of the 1400 analyzed people. television hosts, singers and humorists, among others, represent 34% of this TOP 50. These profiles are the ones generating the greatest engagement of web followers. People engaged in sports, art or culture have a minor presence in the TOP 50 of the Map of Power. There are ten people representing both categories, five in each category. The ‘Athletes’ and ‘Show Business People’ categories experience great changes. With respect to athletes, the fact that Antonio Valencia deleted his Twitter account favored Je erson Montero’s leadership in this category with an influence rate of 48.6. Likewise, María Teresa Guerrero’s sharp INTERNET POWER MAP: SEARCH OF POSITIONING AND ONLINE INFLUENCE IN ECUADOR METHODOLOGY JUAN CARLOS LLANOS Senior Consultant GATHERING AND INTERPRETATION @JuancarlosLL OF INFORMATION All data about identities of people and organizations were collected in June, July and As a result of a great e ort, d+i LLORENTE & CUENCA 2013, sports journalists occupy the majority of the TOP August and the systematization and presents its Map of Power on the Ecuadorian Web for 50 positions, they represented six out of nine positions. interpretation were made in September and the second consecutive year; the only study that Journalist Estéfani Espín is the exception to the rule as October. measures the influence of the main Ecuadorian she ranks 20 in the TOP 50 and she is the most influential influential people, organizations, companies and brands journalist on the Internet in the field of topical issues. UNIVERSE AND AREAS OF INFLUENCE on the Internet. The results obtained from this second The study universe was divided into two main groups: study are very interesting: they lead us to reflect upon As in 2013, there is a substantial vacuum within influential people and organizations. A total of 1468 people strategic steps towards our digital presence as managers and entrepreneurs. There are no were analyzed for this study, 23% more than the previous organizations and relevant people of the country. representatives whatsoever of this category in the TOP year. As for organizations, 694 identities were analyzed. The 50. In fact, the manager who comes closest to it is total amount of identities analyzed was 2162. As regards the analysis on these relevant people’s Esteban Paz, who ranks beyond the top 100 in the influence, many political leaders, journalists, athletes, general ranking. In contrast with a political sector and The analyzed categories were: artists, show business people and company managers other groups with a strong presence on the Internet, INLINKS were analyzed. The results show how the political class is managers are losing opportunities to enhance their INDICATOR increasingly present on the Web. Rafael Correa leads reputation and their businesses. Influential people FB ENGAGEMENT FOLLOWERS again the TOP 50 and political leaders (either • Political leaders INDICATOR INDICATOR government supporters or non-supporters) make up the In this second study, a new variable has been included in • Entrepreneurs and managers category whose influence has increased the most, from the companies and brands TOP 50: the Facebook • Journalists 18% to 28% of the TOP 50 positions of this year. environment. Since it is a very relevant network with • Athletes significant penetration in Ecuador, we decided to • Show business people The ruling political leaders continue to search their include and analyze it along with the Web and Twitter INFLUENCE FB FOLLOWERS RATE RTS influence on the Web. This is best illustrated by the fact environments. Organizations INDICATOR INDICATOR that nine out of fourteen political positions in the TOP 50 • Companies and brands were represented by pro-government political leaders, In the case of the influence leadership, • Public institutions including the President of the Republic. Another telecommunications enterprises are the ones fighting • Universities important fact is that the Cabinet of Citizens’ Revolution over it. Movistar ranks first, closely followed by Claro. • Cultural organizations MENTIONS AUTOMATIC (Gabinete de la Revolución Ciudadana) is composed of Marathon Sports, a company and consumer brand which • Media INDICATOR INDICATOR 37 institutions and their authorities, of which only nine was ranked 24 in 2013, occupies now the third position. representatives do not have an active identity on the Chevrolet has also enhanced its influence rising from Web. 34th to 4th place of the ranking. These two companies In order to identify Ecuadorian managers, the chief executives of the 200 largest companies in have a remarkable presence on Facebook. terms of turnover in 2013 (Vistazo Magazine 1130 edition) were analyzed and a selection was made The influence on the Internet does not only a ect among the executive managers with the strongest presence on Facebook according to Social political leaders, public institutions also try to have an This second version of the study considers new Bakers. important role on the Web. After analyzing 96 categories: public institutions and universities. The governmental institutions, it was confirmed that 85 have dynamism in these two sectors allows a deeper analysis. ENVIRONMENTS a Twitter account, which is proof that their leaders As regards universities, the online influence is led by the d+i LLORENTE & CUENCA selected three environments on the basis of which a person or choose the Internet as a means to communicate with Catholic University of Santiago de Guayaquil, closely organization’s influence on the Web is determined: citizens and other interest groups. The Presidency of the followed by the University of San Francisco de Quito. • Twitter as the main discussion channel on the Internet, where everything starts. Republic clearly tops the ranking of governmental These universities have acquired a notable importance • The Web (websites, blogs, etc.) as a platform that gathers the influence of a person institutions. on the Internet thanks to a great socialization of or organization on the Internet. activities and mentions. • Facebook as the environment with the largest number of registered users in Ecuador, although Mauricio Rodas is the influential person who has it is only used for the influence variables of the ‘companies and brands’ categories. improved the most his position in the TOP 50 ranking. In The results of the 2014 Map of Power on the Web reflect 2013 he ranked 32, while he currently holds the third the intense activity of Ecuadorian nets. Political leaders position among political leaders and the fourth position and journalists as well as the main brands seem to have INFLUENCE INDICATORS in the general ranking. His victory in the municipal a very clear objective: to enhance their influence on the With a view to conduct this study, d+i LLORENTE & CUENCA considered five main indicators. In the elections catapulted him into the group of most Internet. Entrepreneurs and managers could analyze this case of companies and brands, two more indicators were added related to Facebook. Each of them influential people on the Web. Nevertheless, he should scenario in order to understand that not only was graded from a minimum of 0 to a maximum of 100. not neglect this fact although he apparently is already commercial messages have more credibility among new doing it: he has deleted his personal website which he audiences, but also that leaders and other influential Twitter environment used during the campaign, and this is entailing a loss of people’s messages can best leave a mark on the Web environment • Number of followers influence. audience and achieve the level of closeness they • Number of inlinks or inbound links • Number of retweets (RTs) searched through their brands. • Influence with automatic parameters. Facebook environment Journalists have also increased their influence on the • Number of mentions Only used to measure the influence of Internet. In contrast to the results of the Map obtained in For more information, visit: companies and brands. 2013, when journalists represented only 12% of the TOP www.mapadepoderecuador.com • Number of followers of a representative 50, in 2014 influential journalist have reached 18%. site. However, one thing remains unchanged: as occurred in • Approximate engagement PERSONAL BRANDING STRATEGIC INTERCOURSE PLANS The executive’s digital identity communication lines are defined on the basis of the company’s These plans are created with the purpose of strategic plan. building long-term stable relations among community members and the most relevant ONLINE REPUTATION BALANCE (ORB) interest groups for organizations. A monitoring tool of the corporate reputation on the Internet which identifies and assesses the reputation of a brand or a company. It creates a series of positioning maps through which reputational dimensions, stakeholders, Internet sites as well as the brand and its competitors are ENTREPRISE 2.0 assessed in terms of notoriety (how often a topic is discussed) and salience (positively or Projects favoring the introduction of new negatively). technologies and 2.0 web philosophies in order to promote the success of business goals. We o er many MANAGEMENT PLAN di erent services such as the drafting of employee participation A full online communication plan which includes the communication strategies of the company policies, the promotion of the use of internal interactive services and considers the online presence as a pillar of the organization to meet the reputation objectives and the organization of the resources needed for the optimal of the corporate brand. maintenance of contents and applications.

BRAND JOURNALISM When the need for establishing a di erential or legitimating narrative arises, with the purpose of creating a corporate reputation and obtaining tangible results, brand journalism o ers a di erent solution for every kind of necessity: NetRelease, IssueBlog, ViralResearch, VisualResults, CommSite and LivingReport.

ONLINE RISK MANAGEMENT Identification of eventual risks and allied and resistant communities. Organization of processes based on the 3M model (Online Crisis Manual, Online Spokespeople Manual and Manual of Participation on the Internet). Consultancy and implementation of prevention and reaction measures. AUTHORS OF THE STUDY ONLINE ASSETS OPTIMIZATION Analysis and enhancement of websites, blogs, forums and profiles on social networks according to JUAN CARLOS LLANOS our ECUC methodology (localization, credibility, usability and convertibility) which allows us to Senior Consultant bring our experience in the field of technology, contents, interactions and organizations. @JuancarlosLL Professor of reputation and crisis management. He is a specialist in communication and corporate reputation, marketing communication, corporate social responsibility and public SMART ACTIVE LISTENING relations. During the first seven years, he worked in the corporate communication of the A permanent real-time consultancy on what is being said about the brand. One of the benefits of main Latin American and European companies. He has led many reputation and online communication projects in Spain for companies such as Repsol, Inditex, Mercadona and this service is the quantitative and qualitative report on mentions which allows us to analyze the Isolux. In Latin America, he conducted many projects in Colombia, Peru, Chile and currently risks and opportunities that might arise on the basis of incidents and alerts. in Ecuador. He was a moderator and a speaker in events about reputation and online communication, digital marketing and corporate communication strategies on the Internet. COMMUNITY MANAGEMENT It considers the intercourse of stakeholders through social networks as a strategic action. It defines communication lines on the basis of which messages are built as well as the brand tone for each channel. It manages the daily intercourse in social networks. (Blogs / Facebook / Twitter / YouTube). SANTIAGO MICHELENA Junior Consultant @s_michelena_r COMMUNITY MAPPING He is specialized in Technology Journalism from the Instituto TEA of Buenos Aires and he Leaders are identified and assessed through online spaces and their opinions and interests with will shortly complete his degree in Advertising from the UDLA. In LLORENTE & CUENCA, he collaborated with companies of the sectors of mass consumption, energy, mining and respect to a particular brand and the sector in which it operates, and their opinions and influence organizations of the state sector. He led projects related to digital identity, corporate are measured. reputation, crisis management and online protection. He also writes for magazines such as Soho and Diners.

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