Social Media and Free Swag!!
Our corporate visits today were both to companies in the communication industry and we learned quite a bit about the challenges and opportunities that are created with the development of new technologies and the increased presence of social media. Our first stop of the day was Universidad Mayor, where we heard from Terra’s Mobile and Social Media Editor, Anita Arriagoda. Although it was an early and chilly morning, Senora Arriagoda’s bubbly and energetic personality woke us up quickly. Before ever visiting the Terra office, it was easy to see that the company is fun, dynamic, and trendy, and thus attracts a young crowd of consumers. The office is colorful and modern, and employees were dressed casually in jeans rather than suits. The look and feel of Terra is very similar to that of advertising agencies here in the U.S., minus the view of the gorgeous Santiago skyline and Andes Mountains.
Senora Arriagoda provided us with much information on the company, as well as data on the rapid growth of the internet, mobile, and social media industries. Terra is an online internet platform that provides various niche portals in areas such as news, sports, entertainment, and life & style. Internet use is growing in Chile, and out of all the users connected to the internet in Chile, 50.3% use Terra. The company secures an average of 103 million page views each month. Each of its niche portals have high monthly visitor counts as well as percent reach. In addition, Terra provides consumers with other services such as Terra TV, which streams different TV shows and channels on demand, much like the popular website Hulu in the U.S. Another Terra product is Sonora, which gives consumers the opportunity to pay a monthly fee in order to access free music downloads as well as online radio access.
As an expert in mobile and social media services, Senora Arriagoda provided us with much information over these two Terra services. With smartphone and tablet use in Latin America increasing, Terra is working hard to provide consumers with the best mobile applications and websites. On average, 1700 different devices access mobile Terra content each month, and 91% of these views are generated from iPads. The number of mobile users grew by 517% in 2011. With this rapid growth comes challenges such as ensuring that Terra provides all mobile users high quality services regardless of their phone type and screen size. There may be many challenges as Terra enters this new market, but they have managed to create a competitive edge for themselves through the implementation of new technologies for consumers to use. For example, Terra is the first Latin American company to integrate its content with Facebook. In addition, for the 2012 London Summer Olympics, Terra has secured the rights to stream the Olympic Games on its website. The cool part about this service is that 36 games can be played on the same screen at the same time. This is the first time a service like this has been offered, and to our dismay, it is only available to Latin American nations. This project will help to spread the name of Terra, by giving consumers the neat opportunity to watch multiple events at a time on demand, thus improving their Olympic watching experience.
Our fun visit to Terra ended with some delicious fruit juice and cookies as well as a wonderful goody bag filled with Terra swag.