Tatiana Maia Lins, New Orleans, May 2011

@eikebatistaHow the richest man in South

America is changing people’s

perception using Twitter

Who is Eike Batista?

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 2010.Mostly known, till then, as Luma de Oliveira's husband and Eliezer Batista's son.

What people say when he is not in the room(His image to media and society)

Tatiana Maia Lins, New Orleans, May 2011

Tatiana Maia Lins, New Orleans, May 2011

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

No man is the richest one without a few enemies

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

Eike joins Twitter and tells the world his story(Twitter becomes Eike’s newspaper)

Tatiana Maia Lins, New Orleans, May 2011

Twitter becomes Eike's newspaper

Eike joined Twitter in June, 3 months after being pointed out as the 8th richest man.His 1st 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

Obamamania x Eikemania

Both have funny names, are quite new faces for larger audiences and stand on promises of a new countryLike 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 2011

7,5 million followers

330,000 followers

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

Twitter: a revolution in EBX and in his life(Getting closer to people)

Tatiana Maia Lins, New Orleans, May 2011

Social media: emerging strategy

Social media platforms were introduced to EBX’s communicationsEike’s Twitter account officially became both personal and corporate with the introduction of #EquipedoEike signature

Tatiana Maia Lins, New Orleans, May 2011

#EquipedoEike www.descubraebx.com.br

YouTube Brand Channel

Eike’s tweeting behavior

47.5 tweets/day and 90% of tweets in reply to someone11,989 tweets in 9 months. 6,020 sent from 9pm to 5amEike 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

How Eike improved his reputation?(Discourse analysis of his tweets)

Tatiana Maia Lins, New Orleans, May 2011

How Eike improved his and his companies reputation

Eike introduced himself as a friendly personaThere's coherence in his tweetsThere'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

How Eike improved his and his companies reputation

(II)Sustainability is a topic often mentioned, however it still lacks further contextualizationGovernance laws are followedTrust to Eike Batista and his companies is built via storytellingThe twitter account is a two- way communication channel, developing social engagement

“You are what you tweet”

Tatiana Maia Lins, New Orleans, May 2011

Sensitive points turned into positive

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.

Risks of this strategy

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.

Impacts of his tweets to traditional media (The G1 case)

Tatiana Maia Lins, New Orleans, May 2011

21% more articles after Twitter

38,106 unique media articles in 2010 about EBX and Eike BatistaIn G1 (www.g1.globo.com) there were 21% more articles during the six months after his first tweet than during the previous six months

Journalists started to have more access to EBX content released though Twitter and, thus, are using his account as source of news

Examples:International article (about his wish to bring Apple to Brazil)Magazine article (about lessons given by businesspeople via Twitter)TV program (Businesspeople asking donations to Rio after a flood)Article with Eike’s denial about a new businessArticle softening Eike’s joke with SP

Tatiana Maia Lins, New Orleans, May 2011

Eike Batista x Abílio Diniz(Comparision to a more traditional use of twitter by another fasmous Brazilian businessman)

Tatiana Maia Lins, New Orleans, May 2011

Eike Batista X Abílio Diniz

Tatiana Maia Lins, New Orleans, May 2011

Eike’s Tweet Cloud

Tatiana Maia Lins, New Orleans, May 2011

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.

Abilio’s Tweet Cloud

Tatiana Maia Lins, New Orleans, May 2011

The only accounts seen are his own @abilio_diniz and his companie’s account @paodeacucarec. 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”.

Main differences in speeches

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

Adopting the model to other companies(dialogue instead of monologue)

Tatiana Maia Lins, New Orleans, May 2011

Is it useless to try Twitter if you aren't as nice as Eike?

Eike’s tweets reflect his personal style and his great natural leadership. To Fast Company, Eike is among the 100 most creative businessman in 2011.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

Reputation

Power

Tatiana Maia Lins, New Orleans, May 2011

Final words

"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 Linstmaialins@makemake.com.br+ 55 (21) 8135-2023www.linkedin.com/in/tatianamaialinswww.makemake.com.br

Tatiana Maia Lins, New Orleans, May 2011