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Who is Eike Batista?

Who is Eike Batista?. 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 ).

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Who is Eike Batista?

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  1. Tatiana Maia Lins, New Orleans, May 2011

  2. Who isEike Batista? • Listedby Forbes as the 8th richestman in the World since 2010. • Mostlyknown, tillthen, as Luma de Oliveira'shusbandand Eliezer Batista's son. Tatiana Maia Lins, New Orleans, May 2011

  3. Whatpeoplesaywhenheisnot in theroom (His imageto media andsociety) 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 Tatiana Maia Lins, New Orleans, May 2011

  5. 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'swish 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

  6. EikejoinsTwitterandtellsthe world hisstory (TwitterbecomesEike’snewspaper) Tatiana Maia Lins, New Orleans, May 2011

  7. Twitter becomes Eike's newspaper • Eike joined Twitter in June, 3months 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." Tatiana Maia Lins, New Orleans, May 2011

  8. Obamamania x Eikemania • 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 2011

  9. 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 Tatiana Maia Lins, New Orleans, May 2011

  10. Twitter: a revolution in EBX and in hislife (Gettingclosertopeople) Tatiana Maia Lins, New Orleans, May 2011

  11. Social media: emergingstrategy • Social media platformswereintroducedtoEBX’s communications • Eike’sTwitteraccountofficiallybecamebothpersonalandcorporatewiththeintroductionof #EquipedoEikesignature Tatiana Maia Lins, New Orleans, May 2011

  12. Eike’stweetingbehavior • 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 • Eikeinteracted 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 Tatiana Maia Lins, New Orleans, May 2011

  13. HowEikeimprovedhisreputation? (Discourseanalysisofhistweets) Tatiana Maia Lins, New Orleans, May 2011

  14. HowEikeimprovedhisandhiscompaniesreputation • Eikeintroduced 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 Tatiana Maia Lins, New Orleans, May 2011

  15. HowEikeimprovedhisandhiscompaniesreputation(II) • 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 Tatiana Maia Lins, New Orleans, May 2011

  16. Sensitive points turnedinto positive The content in thispagewaspresentedattheconferencebutremoved in a web open version in ordertoprotectthecompanystrategy. Tatiana Maia Lins, New Orleans, May 2011

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

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

  19. 21% more articlesafterTwitter • 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 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 business • Article softening Eike’s joke with SP Tatiana Maia Lins, New Orleans, May 2011

  20. EikeBatista x Abílio Diniz (Comparisionto a more traditional use oftwitterbyanotherfasmousBrazilianbusinessman) Tatiana Maia Lins, New Orleans, May 2011

  21. Eike Batista X Abílio Diniz Tatiana Maia Lins, New Orleans, May 2011

  22. Eike’sTweetCloud There’re people names and words such as “obrigado” (thank you) and “amigo” (friend), as well as a patriotic appeal with Brasil, brasileirosand Rio. The words “captou” (got it?) and “entendeu” (undestood?) show his wish to make sure he is understood. Tatiana Maia Lins, New Orleans, May 2011

  23. Abilio’sTweetCloud 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”. Tatiana Maia Lins, New Orleans, May 2011

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

  25. Adoptingthemodeltoothercompanies (dialogue insteadof monologue) Tatiana Maia Lins, New Orleans, May 2011

  26. Is it useless to try Twitter if you aren't as nice as Eike? • Eike’stweets 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 Tatiana Maia Lins, New Orleans, May 2011

  27. 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 Lins tmaialins@makemake.com.br + 55 (21) 8135-2023 www.linkedin.com/in/tatianamaialins www.makemake.com.br Tatiana Maia Lins, New Orleans, May 2011

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