Presentation is loading. Please wait.

Presentation is loading. Please wait.

Tatiana Maia Lins, New Orleans, May How the richest man in South America is changing people’s perception using Twitter.

Similar presentations


Presentation on theme: "Tatiana Maia Lins, New Orleans, May How the richest man in South America is changing people’s perception using Twitter."— Presentation transcript:

1 Tatiana Maia Lins, New Orleans, May How the richest man in South America is changing people’s perception using Twitter

2 Brazilian Businessman Owner of : MMX, OGX, LLX, MPX, OSX, REX, MDX, Pink Fleet, Mr Lam, Glória Palace, Marina da Glória and Beaux – all managed under the EBX holding. Tatiana Maia Lins, New Orleans, May 2011 Listed by Forbes as the 8th richest man in the World since Mostly known, till then, as Luma de Oliveira's husband and Eliezer Batista's son.

3 (His image to media and society) Tatiana Maia Lins, New Orleans, May 2011

4 raises different perceptions among executives and specialists, such as: adventurous, aggressive, brilliant, daring, exhibitionist, and a megalomaniac visionary

5 Traditional media sometimes point a lack of sustainable practices in EBX projects. Many people don't understand Eike's wish to become the richest man in the world. There are rumors that Eike's fortune is due to insider information from his father. Tatiana Maia Lins, New Orleans, May 2011 Eike’s living room

6 (Twitter becomes Eike’s newspaper) Tatiana Maia Lins, New Orleans, May 2011

7 Eike joined Twitter in June, 3 months after being pointed out as the 8th richest man. His 1 st tweet said he was there to share "thoughts, disciplines and values". "Twitter is an extraordinary communications tool. I got to know it through Obama. The mobilization power he built up in few months was fantastic. His followers can change agenda and votes in Congress." “I’m my own newspaper” Tatiana Maia Lins, New Orleans, May 2011

8 Both have funny names, are quite new faces for larger audiences and stand on promises of a new country Like Obama, Eike uses expressions as: “if they can do it, why can’t we?” and “we can be the best”. Also, both have integrated profiles to their companies. Tatiana Maia Lins, New Orleans, May ,5 million followers330,000 followers

9 Tatiana Maia Lins, New Orleans, May 2011 I wish so hard you become the richest person in the world! Because you are not a hypocrite! You are Mr. Transparency! I don’t want to be recognized for being the richest, but for what I did for my/our dear Brazil

10 (Getting closer to people) Tatiana Maia Lins, New Orleans, May 2011

11 Social media platforms were introduced to EBX’s communications Eike’s Twitter account officially became both personal and corporate with the introduction of #EquipedoEike signature Tatiana Maia Lins, New Orleans, May 2011 #EquipedoEikewww.descubraebx.com.brYouTube Brand Channel

12 47.5 tweets/day and 90% of tweets in reply to someone 11,989 tweets in 9 months. 6,020 sent from 9pm to 5am Eike interacted with his followers upon ordinary issues, stimulated entrepreneurship, defended transparency, denied rumors and accusations, gave answers to people’s doubts and went on battles for his positions Eike promoted two meetings with his followers Tatiana Maia Lins, New Orleans, May 2011

13 (Discourse analysis of his tweets) Tatiana Maia Lins, New Orleans, May 2011

14 Eike introduced himself as a friendly persona There's coherence in his tweets There's support for transparency - "I became a dragon that spits transparency" Accusations are promptly replied, but not always The audience influenced by positive messages about him and his companies has increased Eike says hello to his Twitter followers on a TV program Tatiana Maia Lins, New Orleans, May 2011

15 Sustainability is a topic often mentioned, however it still lacks further contextualization Governance laws are followed Trust to Eike Batista and his companies is built via storytelling The twitter account is a two- way communication channel, developing social engagement “You are what you tweet” Tatiana Maia Lins, New Orleans, May 2011

16 The content in this page was presented at the conference but removed in a web open version in order to protect the company strategy.

17 Tatiana Maia Lins, New Orleans, May 2011 The content in this page was presented at the Conference but removed in a web open version in order to protect the company strategy.

18 (The G1 case) Tatiana Maia Lins, New Orleans, May 2011

19 38,106 unique media articles in 2010 about EBX and Eike Batista In G1 (www.g1.globo.com) there were 21% more articles during the six months after his first tweet than during the previous six monthswww.g1.globo.com Journalists started to have more access to EBX content released though Twitter and, thus, are using his account as source of news Examples: International articleInternational article (about his wish to bring Apple to Brazil) Magazine articleMagazine article (about lessons given by businesspeople via Twitter) TV programTV program (Businesspeople asking donations to Rio after a flood) Article with Eike’s denial about a new business Article softening Eike’s joke with SP Tatiana Maia Lins, New Orleans, May 2011

20 (Comparision to a more traditional use of twitter by another fasmous Brazilian businessman) Tatiana Maia Lins, New Orleans, May 2011

21

22 There’re people names and words such as “obrigado” (thank you) and “amigo” (friend), as well as a patriotic appeal with Brasil, brasileiros and Rio. The words “captou” (got it?) and “entendeu” (undestood?) show his wish to make sure he is understood.

23 Tatiana Maia Lins, New Orleans, May 2011 The only accounts seen are his and his companie’s It’s a more self-centered speech, with verbs in singular 1st person “recomendo” (I recommend) “estou” (I’m) and words such as “meu” and “minha”, both meaning “my ”.

24 Abílio doesn’t surprise people like Eike does, engage or ask for engagement nor show emotion. He's a traditional businessman with a formal speech. Abílio talks about business, well-being, running, soccer and teaching. Eike talks about business, dreams, life, love, food, traveling, his sons, his parents, sports, etc. Eike jokes with his followers, Abílio recommends books. Tatiana Maia Lins, New Orleans, May 2011

25 (dialogue instead of monologue) Tatiana Maia Lins, New Orleans, May 2011

26 Eike’s tweets reflect his personal style and his great natural leadership. To Fast Company, Eike is among the 100 most creative businessman in Companies can reach good results in social media if they have an open gesture towards communications and the ability to interact with the audience. DIALOGUE, instead of MONOLOGUE ReputationPower Tatiana Maia Lins, New Orleans, May 2011

27 "Whenever we say “the answer must be leadership” we prevent ourselves of gaining a deeper understanding of what makes science and big business to operate“ Jim Collins Obrigada! Tatiana Maia Lins + 55 (21) Tatiana Maia Lins, New Orleans, May 2011


Download ppt "Tatiana Maia Lins, New Orleans, May How the richest man in South America is changing people’s perception using Twitter."

Similar presentations


Ads by Google