DRAFT

SOME BACKGROUND INFO

COLOMBIA
SOCIAL MEDIA & MARKETING
 COLOMBIA IS THE COUNTRY THAT HAS PROGRESSED MOST IN
S.A. REGION AND IT IS RIGHT NOW AN EXCELLENT OPPORTUNITY
FOR SOCIAL MEDIA MARKETING
ECONOMY

ECONOMY

COMPETITIVENESS

SOCIAL MEDIA
TOPICS

ECONOMY

Aspect Ranking in the region Value Growth 00-10

Population 2 46 million inhab
GDP per capita 4 USD 6,000 140%
GDP 4 USD 285 billion
Exports USD 40,000 million 200%
Tourism 1,9 million visitors 160%
General - population

Colombia is the second most populated country in the region, with

almost 46 million people.

POPULATION (thousand inhab)

200,0
180,0

160,0

140,0

120,0
100,0

80,0

60,0

40,0
20,0

0,0
Brazil Colombia Argentina Peru Venezuela Chile Ecuador Paraguay Uruguay
Economy – GDP per capita

Colombia has increased 140% its GDP per capita from 2000 to
2010

GDP per capita (US$)

7.000
140%
6.000

5.000

4.000

3.000

2.000

1.000

0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Economy - GDP

Colombia is now 4rd in the region, with a GDP close to US$ 285
billions.

GDP (m illions of USD 2010)

2.100.000
1.950.000
1.800.000
1.650.000
1.500.000
1.350.000
1.200.000
1.050.000
900.000
750.000
600.000
450.000
300.000
150.000
0
Bras il Argentina Venezuela Colombia Chile P eru Ecuador Uruguay P araguay
Economy – Exports

Colombian exports grew 200% from 2000 to 2010

EXPORTS (US$ millions)

45.000

40.000
200%
35.000

30.000

25.000

20.000

15.000

10.000

5.000

0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Economy- Tourism

Tourism in Colombia grew 160% from 2000 to 2010

VISITORS (THOUSAND)

2.000

1.800
160%
1.600

1.400

1.200

1.000

800

600

400

200

0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
TOPICS

COMPETITIVENESS

Aspect Ranking in the region Growth 00-10

Security 2
Work Force 2
Doing Business ranking 1 Up 40 positions
GCI 4 Up 14 positions
NRI 3 60%
TRI 4
Market Size 3
Competitiveness

Colombia is second in security and work force quality

SECURITY WORK FORCE

Country Ranking Country Ranking
Chile 32 Chile 28
Colombia 47 Colombia 35
Brasil 50 Argentina 38
Peru 51 Brasil 55
Argentina 56 Peru 56
Venezuela 58 Venezuela 57
Source: IMD World Competitiveness 2010 Source: IMD World Competitiveness 2010
Competitiveness
Colombia was the leader in improvement and it was at the top in
DOING BUSINESS 2010
Country Ranking
Colombia 37
Chile 49
Peru 56
Argentina 118
Brasil 129
Ecuador 138
Venezuela 177
Source: World Bank, Doing Business 2010 Report

DOING BUSINESS VARIATION (2007-2011)

Chile

Argentina

Venezuela

Ecuador

Brasil

Peru

Colombia

-30 -20 -10 0 10 20 30 40 50

Competitiveness – NRI Sector
Colombia has improved its Networked Readiness Index quite a
lot. In 2002 75% of the countries did better than Colombia and in
2010 just 44% did. Now, Colombia is 3rd in the region.

NRI, % COUNTRIES ABOVE COLOMBIA

NRI
2002 2003 2004 2005 2006 2007 2008 2009 2010 Country Ranking
30%
Chile 40
35% Uruguay 57
40% Colombia 60
45% Brazil 61
44%
50% Argentina 91
55% Peru 92
60%
Venezuela 112
Ecuador 114
65%
Paraguay 127
70%
Bolivia 131
75%
75%
80%
Competitiveness – GCI

Colombia has improved its Global Competitiveness Index being

4rd in the region in 2010. Up 14 positions

Global Competitiveness Index Score

5,0

4,5

4,0

3,5

3,0

2,5

2,0

1,5

1,0

0,5

0,0
Chile Brazil Uruguay Co lombia P eru Argentina Ecuador Bolivia P araguay Venezuela
Competitiveness – TRI
Colombia has improved its Technology Readiness Index being 4rd
in the region in 2010. Internet access and bandwidth are improved
dramatically.

Technological Readiness Index Score

4,50

4,00

3,50

3,00

2,50

2,00

1,50

1,00

0,50

0,00
Chile Uruguay Brazil Colombia Argentina Peru Venezuela Ecuador Paraguay Bolivia
Competitiveness – Market Size
Colombia is 3rd in market size (WEF) in the region, being a very
attractive market.

Market Size Score

6,0

5,5

5,0

4,5

4,0

3,5

3,0

2,5

2,0

1,5

1,0

0,5

0,0
Brazil Argentina Colombia Venezuela Chile Peru Ecuador Bolivia Uruguay Paraguay
TOPICS

SOCIAL MEDIA

Aspect Ranking in the region Growth 00-9

Security 2
Work Force 2
Doing Business ranking 1 Up 40 positions
NRI 3 60%
TRI 4
Market Size 3
Telecom sector – Internet subscribers
Internet subscribers in Colombia have grown extremely fast in the
decade, almost 1000%

Internet Subscribers

4.000.000

3.500.000

3.000.000

2.500.000
1000%
2.000.000 Mobile
Fixed
1.500.000

1.000.000

500.000

0
2002 2003 2004 2005 2006 2007 2008 2009 2010
Telecom sector – Internet access
Colombia is leader in the region in Internet Access. Almost 50%
of the population have access to Internet.

Internet Users (% )

50,0%
45,0%
40,0%
35,0% Argentina
30,0% Brazil
25,0% Chile
20,0% Colombia
15,0% Venezuela

10,0%
5,0%
0,0%
1998 2000 2002 2004 2006 2008 2010
Telecom sector – Internet access
Colombia is leader in the region in Internet Access. In 2010 had
the greatest growth, close to 33%.

% Internet access growth 2010

35%
30%
25%
20%
15%
10%
5%
0%
Colombia Venezuela Brazil Chile Argentina
Telecom sector – Internet access
Colombia has the second younger Internet demography in the
region. Close to 70% of the users are less than 34 yrs old.

Internet Users Demography

Venezuela

Colombia 15-24
25-34
Brazil
35-44
45-54
Chile
55+
Argentina

0% 20% 40% 60% 80% 100%

Social Media - facebook

Colombia is second in the region with almost 12 million Facebook

Users, more than 25% of the population

Country Facebook users

1 Argentina 12.350.000
2 Colombia 11.700.000
3 Brasil 8.820.000
4 Chile 7.580.000
5 Venezuela 7.550.000

Facebook Users density

50%
Facebook Users/100 inhab

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Chile Argentina Venezuela Colombia Brasil
Social Media – access to social networks

In Colombia 84% of the Internet Users access Social networks.

% Reach Social Networks

100
90
80
70
60
50
40
30
20
10
0
Venezuela Chile Colombia Argentina Brazil
Social Media – social networks

Social Networks have already exploded in Colombia

Top Web sites in Colombia

1 Facebook
2 Google Colombia
3 Google
4 You Tube
5 Windows Live
9 Wikipedia
11 Twitter
12 El Tiempo
13 Mercado Libre
Social Media – Reach retail categories

Comparison websites are beginning to be important in LA. Colombia has a

very good position, being close to Chile and the leader in some specific
retail categories.

% Reach Retail categories

LA Brazil Argentina Colombia Chile Venezuela
Comparison Shopping 21,5% 33,8% 12,5% 16,1% 14,4% 9,8%
Consumer Electronics 18,7% 33,5% 15,1% 7,5% 8,1% 6,8%
Computer Hardware 13,2% 9,4% 9,5% 15,3% 12,1% 12,3%
Computer Software 13,1% 13,5% 10,4% 12,4% 11,2% 11,4%
Books 8,9% 10,6% 5,9% 12,1% 4,0% 7,0%
Apparel 8,0% 9,7% 5,6% 5,5% 3,9% 5,1%
Flowers/Gifts 6,2% 2,1% 5,3% 7,3% 5,5% 5,8%
Retail music 3,8% 2,9% 5,2% 3,7% 3,2% 2,2%
Retail movies 3,5% 4,5% 2,7% 2,1% 3,1% 1,2%
Tickets 3,2% 2,8% 3,0% 4,8% 5,3% 0,9%
Toys 2,9% 2,4% 2,6% 3,0% 3,1% 2,9%
Jewelry 2,2% 1,6% 1,3% 2,6% 1,6% 2,0%
Health Care 2,1% 2,7% 0,9% 2,3% 1,4% 0,9%
Social Media – brand pages

Brand pages in Facebook are beginning to be popular but the

businesses do not have an integrated strategy for Social Media.
There are less that 50 important pages, so the potential is huge.
BUSINESS Facebook users
JUAN VALDEZ 760.000
CERVEZA AGUILA 520.000
TOTTO 290.000
BLACKBERRY COL 260.000
LIGA POSTOBON 250.000
CREPES & WAFFLES 200.000
CAFÉ COLOMBIANO 170.000
CHOCOLATINA JET 150.000
CHOCORRAMO 140.000
AIRES 130.000
AGUILA 110.000
LEONISA 100.000
EL CORRAL 100.000
AGUARDIENTE ANTIOQUEÑO 90.000
HUGGIES 80.000
HARRY POTTER 70.000
TIGO 70.000
AMERICANINO 70.000
CERVEZA POKER 70.000
TGI FRIDAY'S 70.000
Social Media - sectors

Brand pages are concentrated in Beverage, Food, Restaurants,

Technology, Entertaining and Telecom.

BRAND PAGES PER SECTOR (%)

30%

25%

20%

15%

10%

5%

0%
Beverages Food Res taurants Technology Entertainment Telecom Fas hion Beauty Banking Cars Retailers
Social Media – Brand pages services

In Colombia, main brand pages are basically for information purposes, but
there is not a digital integrated marketing strategy

Fan pages services

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Information Photos Video Review s Blog Customer Aw ards Tw eet Events
Service
 COLOMBIA HAS PROGRESSED DRAMATICALLY IN INTERNET
ACCESS ABD SOCIAL MEDIA. COMPANIES ARE BEGINNING TO
PROMOTE DIGITAL MARKETING AND THERE IS A BIG POTENTIAL
FOR INTRODUCING MATURE SERVICES AND TOOLS FOR
STRENGHTENING THE DIGITAL BRANDS