estadísticas social media en latinoamérica 2014

© comScore, Inc. Proprietary.

El Estado de Social Media en

América Latina

Julio, 2014.

Iván Marchant, Vice President comScore Mexico

[email protected]

Tania Yuki, Founder & CEO Shareablee

[email protected]

www.comscore.com

www.facebook.com/comscoreinc

@comScoreLATAM

#EstadoDeSocialMedia


#EstadoDeSocialMedia 2

comScore Potencia su Panel de Datos para Entregar una Visión Digital

de su Negocio

Panel de 2 Millones de Personas

Vista 360°del Comportamiento de las

Personas

Visitas Web y comportamiento

de Búsqueda Exposición a Publicidad Online

Advertising Effectiveness

Demografías, Estilos de Vida y Actitudes

Consumos de Medios y Video

Transacciones

Compras Online y

Offline

Internet Móvil Uso y

Comportamiento

PANEL

CENSO PANEL

Panel PERSON-Centric con

Medición SITIO WEB-Censal

Unified Digital Measurement™ (UDM)

Patent-Pending Methodology

1 Million Domains Participating Adopted by 90% of Top 100 U.S. Media Properties


#EstadoDeSocialMedia © comScore, Inc. Proprietary. 3

Entorno de la Industria de Social

Media



Fuente: comScore Media Metrix® Abril 2013 – Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop,

15+

Crecimiento en el Número de Visitas a Sitios de Social Media a Nivel

Mundial

0

20,000

40,000

60,000

80,000

100,000

120,000

Visitas Totales (MM)

Total Internet

Social Media

+9.4%

Total Internet

+16.0%

Social Media



Engagement en Redes Sociales por Región

Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+

8.67 8.07

6.08 5.39

2.47

América Latina Europa América delNorte

Medio Oriente -África

Asia Pacífico

Horas Promedio por Visitante


#EstadoDeSocialMedia 6 Fuente: comScore Media Metrix® Abril 2014, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+

En Todas las Regiones del Mundo, las Mujeres son más Sociales

8.27

7.14

5.28

4.75

2.34

9.08

8.99

6.82

5.88

2.62

América Latina

Europa

América del Norte

Global

Asia Pacífico

Promedio de Horas por Visitante

Hombres Mujeres



En América Latina Pasan en Promedio más Minutos por Visita en

Sitios de Redes Sociales que el Promedio en Otras Regiones

16.4

17.0

Minutos Promedio por Visita en Sitios de Social Media

América Latina Medio Oriente - Africa Europa Global Norteamérica Asia Pacífico


#EstadoDeSocialMedia 8 Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, Sólo PC/Laptop, Edad 15+

Perfil de la Audiencia de Social Media en América Latina

32.8

27.7

19.6

12.4

7.5

Personas: 15-24 25-34 35-44 45-54 55+

% del Total de Visitantes Únicos

Hombres 50%

Mujeres 50%



120.6

92.5

88.7

89.4

84.4

Índice de Engagement

101.8

99.4

99.0

99.5

98.0

Persons: 15-24

Persons: 25-34

Persons: 35-44

Persons: 45-54

Persons: 55+

Índice de Afinidad

En América Latina Existe Mayor Engagement y Afinidad a las Redes

Sociales del Grupo de 15 a 24 Años de Edad

Fuente: comScore Media Metrix® Abril 2014, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+



Social Media es la Categoría que más Tiempo está en las PC/Laptops

de los Internautas Latinoamericanos

86,636

54,688

39,112

30,502 27,951

Social Media CorporatePresence

Services Portals Entertainment

Minutos Totales (MM)


#EstadoDeSocialMedia 11 Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, México, Sólo PC/Laptop, Edad 6+

Distribución del Tiempo Consumido en Redes Sociales en América

Latina

Facebook 95.6%

Twitter 1.4%

Ask.fm 0.9%

Badoo 0.6%

Tumblr 0.4%

LinkedIn 0.4% Vostu 0.4%

Taringa 0.3%

Other 4.4%



México es el País con Mayor Alcance en Sitios de Redes Sociales a

Nivel Mundial, Argentina, Perú y Chile ocupan del 4° al 6° Sitio


98.2

97.8

97.5

97.4

97.2

97.1

97.0

97.0

96.8

95.8

México

Federación Rusa

Turquía

Argentina

Perú

Chile

Portugal

Israel

Colombia

América Latina

% Alcance


#EstadoDeSocialMedia 13 Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+

Brasil es el País de América Latina con Mayor Número de Visitantes

Diarios en Promedio

59,420

28,575

7,031 6,916 4,019 2,270 1,837

AméricaLatina

Brasil Argentina México Colombia Perú Chile

Promedio Visitantes Diarios (000)


#EstadoDeSocialMedia 14 Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+

Minutos y Páginas Vistas de Sitios de Redes Sociales por País

85,9

34

49,6

82

9,7

03

7,7

82

4,3

49

2,4

06

1,9

25

96,7

04

55,2

40

10,0

92

8,9

72

5,5

81

2,8

41

2,1

41

AméricaLatina

Brasil Argentina México Colombia Perú Chile

Minutos Totales (MM) Total Páginas Vistas (MM)



62.4

52.5

46.3 41.8

44.8 40.4

37.6

BR AL AR MX CO PE CL

Páginas Promedio por Día

56.1

46.7 44.5

36.3 34.9 34.2 33.8

BR AL AR MX CO PE CL

Minutos Promedio por Día

México pasa Más Minutos en Promedio por Día que Colombia en Sitios

de Redes Sociales pero Visita en Promedio Menos Páginas



#EstadoDeSocialMedia 16 Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, México, Sólo PC/Laptop, Edad 15+

Principales Sitios de Redes Sociales en América Latina

1º. 2º. 3º. 4º. 5º.

AMÉRICA LATINA

ARGENTINA

BRASIL

CHILE

PERÚ

COLOMBIA

MÉXICO

Total Visitantes Únicos (000)

5,101

145,009

16,121

66,983

4,962

10,813

22,510

3,867

92,674

10,795

38,236

4,523

6,540

16,022

2,468

37,538

8,775

13,562

2,644

3,673

6,532

2,022

29,335

4,279

13,087

2,359

3,128

5,883

1,992

29,153

3,919

11,491

1,555

2,905

4,647

* Facebook, ShareThis, LinkedIn, Taringa, Twitter, g+, SlideShare



Facebook es un Líder Fuerte en Redes Sociales y se

está Fortaleciendo en Audiencias Móviles

8.6

7.2

9.2

6.5

11.8

78.7

11.5

18.1

19.2

35.9

20.0

25.6

60.8

9.9

21.7

13.9

27.4

12.1

40.0

31.4

47.1

Vine

Snapchat

Tumblr

Pinterest

Linkedin

Instagram

Twitter

Facebook

U.S. Multi-Platform Unique Visitors (MM) on Social Networks Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Feb-2014

Multi-Platform Desktop Only Mobile Only

+7%

+24%

+45%

+6%

+31%

+22%

N/A

N/A

YoY

Growth



La Mayoría de Redes Sociales ven Mayor Engagement

vía Móvil

2%

52%

7%

69%

2%

10%

32%

33%

98%

100%

48%

93%

31%

98%

90%

68%

67%

Vine

Snapchat

Tumblr

Pinterest

Linkedin

Instagram

Twitter

Facebook

Social Networking

U.S. Share of Time Spent on Social Networks Between Platforms Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Feb-2014

Desktop Mobile



Millennials* Dominan las Tasas de Penetración para

las Principales Redes Sociales

*comScore uses its 18-34 age bracket to define Millennials, or those born between 1980 and 1996.

**Selected social networks based on those with at least 1 billion combined desktop, smartphone and tablet minutes in

November 2013.

91% 85%

69%

46%

27% 12%

39% 32%

18% 30%

19% 12% 27% 26%

15% 27% 33% 32%

17% 5% 1%

Age 18-34 Age 35-54 Age 55+

U.S. Penetration Among Selected Leading Social Networks** Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013

Facebook.com Instagram.com Twitter.com Tumblr.com

Pinterest.com Linkedin Snapchat, Inc


#EstadoDeSocialMedia © comScore, Inc. Proprietary. 20

El Estado de Social Media

Presentando Shareablee en

América Latina


#EstadoDeSocialMedia 21 © comScore, Inc. Proprietary.

Shareablee: Nuestro Acercamiento a la Medición Social

Benchmarking Competitivo

Audience Engagement

Insights

Análisis Predictivo Accionable



Our Mission

Shareablee uses big data to help marketers

see exactly where to focus time and money

to maximize the reach and effectiveness of

their social content marketing



All of these are hurled at you when you mention social media success

? Fans, followers, media, engagement, posts,

pins, tweets, repins, favorites, replies, retweets,

buzz, mentions, actions, consumptions, clicks,

impressions, community, shares, comments,

likes, growth in likes, recommends, follows,

links, statuses, quotes, replies, more…



These three posts each garnered more than a quarter million unique

interactions for Cinemex, Kotex Mexico and Friso Mexico in 2013, but

the majority of the actions came as Likes.

https://www.facebook.com/83988183288/posts/10151848495513289











The top three posts from Chile, Argentina and Colombia followed a

similar ratio of actions as the top posts from Mexico.












The top three posts of 2013 in Brazil, however, all saw a higher ratio of

Shares than Likes, and also garnered more than 2 ½ million actions

combined (71% of these actions were shares)












Measuring What Matters in Social Media

Engaged Audience (not just Fans,

Followers, Actions)

The Impact of Content Strategy

ROI: Audience share, Brand affinity/lift, Website traffic,

Purchase



Measuring Your Engaged

Audience

(not just Fans/Followers)



Brands have focused on amassing huge amounts of fans, but how do

you measure their value?

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

January February March April May

Number of Fans

Mexico - Entertainment Mexico - QSR

Mexico - Fashion/Clothing Mexico - Food/Beverage

Mexico - TV Mexico - Media/News/Publishing



By measuring by the size of a company’s active audience, you can get

an idea of what the ROI for social media is.

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

January February March April May

Unique Engaged Audience

Mexico - Entertainment Mexico - QSR

Mexico - Fashion/Clothing Mexico - Food/Beverage

Mexico - TV Mexico - Media/News/Publishing



0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14

Fan Growth across Facebook in Latin America Source: Shareablee January 2013 to June 2014.

Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages LatAm

+179% +314% +255% +196% +205% +173% +194%

Fan Growth in Latin America: There is a huge increase in the number of fans

that are actively seeking to engage with pages in Latin America.

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook, Twitter, Instagram

January 2013 to Jun 2014



0

50,000

100,000

150,000

200,000

250,000

300,000


Actions Growth across Facebook in Latin America Source: Shareablee January 2013 to June 2014.


Action Growth: Engagement with Facebook pages in Latin America largely

follows the same trend in growth that attracting fans does across the region.




+71% +87% +137% +223% +181% +69% +110%



Social Audiences Are Growing Fast, with total social moments across Facebook

increasing by 223% since 2013 across top properties in Mexico. Mexico doesn’t

experience the fastest fan growth, but it sees the highest engagement growth.


Average Social Moments Across Mexico’s Top Facebook Pages Source: Shareablee January 2013 to June 2014.

Mexico Pages

+223%


Average Number of Fans Across Mexico’s Top Pages Source: Shareablee January 2013 to June 2014.

Mexico Pages

+196%

220K 650K

44K

144K

January 2013 to June 2014





Social Audiences Are Growing Fast, with total social moments across Twitter increasing

by 207% since 2013 across top properties in Mexico.

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14

Average Social Moments Across Mexico’s Top Twitter Pages Source: Shareablee January 2013 to May 2014.

Mexico Pages

+907%


Average Number of Followers Across Mexico’s Top Pages Source: Shareablee January 2013 to May 2014.

Mexico Pages

+919%

10K 100K

611

6535

January 2013 to May 2014





0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000


Instagram Actions Growth in Latin America Source: Shareablee January 2013 to June 2014.

Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages

Instagram Activity: Brazil has seen by far the largest spike in Instagram

activity, pioneering the use of the social platform in Latin America.




+751% +183% +52,000% +2082% +1278% +171%



The Rise of Instagram in Brazil: Social Audiences Are Growing Fast,

particularly in their use of Instagram in Brazil. Brands in Brazil that use

Instagram have seen a 751% increase in engagement since January of 2013.

Instagram: January 2013 to June 2014 By the Numbers

Engaged Social Moments across Top Instagram Properties 31M

Total Pieces of Content Posted by Brazil's Top Instagram Properties 34K

Actions per Post (average) 1081


Monthly Actions on Instagram across Brazil's Top Properties Source: Shareablee January 2013 to June 2014.

Brasil Pages

+751%

452K 3.8M






97.2%

1.5% 1.2%

ENGAGEMENT BY

PLATFORM:

The Pie is Growing

(But Facebook still rules) 50%

Q1 2013

458M Actions

Q1 2014

633M Actions

99.3%

0.4% 0.2%






Argentina Pages

8%

Brazil Pages 58%

Chile Pages 3%

Colombia Pages

4%

Mexico Pages 19%

Peru Pages 8%

Q1 2013 Argentina Pages

7%

Brazil Pages 50%

Chile Pages 3%

Colombia Pages 4%

Mexico Pages 27%

Peru Pages 9%

Q1 2014

The overall volume of activity in Latin America has increased, but what is

significant is the growth that pages in Mexico have shown by taking a much

larger stake of the overall activity in Latin America.



Q1 2013

458M Actions

Q1 2014

633M Actions




0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000


Actions Amplification across Facebook Source: Shareablee January 2013 to June 2014.

Mexico - Automotive Mexico - CPG Mexico - Entertainment Mexico - Fashion/Clothing

Mexico - Finance/Banking Mexico - Food/Beverage Mexico - Health/Beauty Mexico - Media/News/Publishing

Mexico - Other Mexico - QSR Mexico - Retail Mexico - Sports

Mexico - Technology Mexico - Telecom Mexico - Travel/Leisure Mexico - TV

Mexico Trends by Verticals: Media/News/Publishing and TV dominate, while

there is a steady increase in actions as a whole among industries.




+1,465%

+1,293%



0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

100,000,000


Actions Amplification across Facebook Source: Shareablee January 2013 to June 2014.

Brasil - Automotive Brasil - CPG Brasil - Entertainment Brasil - Fashion/Clothing

Brasil - Finance/Banking Brasil - Food/Beverage Brasil - Health/Beauty Brasil - Media/News/Publishing

Brasil - Other Brasil - QSR Brasil - Retail Brasil - Sports

Brasil - Technology Brasil - Telecom Brasil - Travel/Leisure Brasil - TV

Brasil Trends by Verticals: Media/News/Publishing dominates Brasil’s

engagement in 2014




+538%



0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000


Actions Amplification across Facebook Source: Shareablee January 2013 to May 2014.

Mexico - Entertainment Mexico - Media/News/Publishing Mexico - Telecom Mexico - TV

Mexico Trends by Verticals: Breakout of Media/News/Publishing,

Entertainment, TV and Telecom verticals. There is a huge growth in activity in

this set of industries that is led by Media/News/Publishing.




+1,363%

+1,064%

+60%

+6%



0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000



Mexico - Automotive Mexico - CPG Mexico - Fashion/Clothing Mexico - Finance/Banking

Mexico - Food/Beverage Mexico - Health/Beauty Mexico - Quick Serve Restaurant Mexico - Retail

Mexico - Technology Mexico - Travel/Leisure

Mexico Trends by Verticals: How do the other industries look without

Publishers? Food/Beverage in Mexico dominates the set over this time period,

but there is positive growth in Fashion/Clothing as well.




+40%

+59%



0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

450,000,000

500,000,000



Global - Automotive Global - CPG Global - Entertainment Global - Fashion/Clothing

Global - Finance/Banking Global - Food/Beverage Global - Health/Beauty Global - Media/News/Publishing

Global - Quick Serve Restaurant Global - Retail Global - Technology Global - Telecom

Global - Travel/Leisure Global - TV

For Global Properties, TV related properties dominate, but Entertainment,

Fashion/Clothing and Media/News/Publishing also see huge returns on

engagement in 2014 as action growth continues.




+209%

+788%

+359%

+369%



Measuring Audience Quality



How Loyal are Social Audiences?

27%

28%

29%

32%

33%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brasil

Argentina

Peru

Colombia

Mexico

Chile

% Returning



How much of my engagement consists of what I value most?

12% 5%

12% 11% 7% 6% 9%

13% 16%

11% 5%

8% 6% 7% 9% 7%

5%

2%

2% 4%

1% 3% 3%

2%

6%

6%

5% 3% 6%

10% 7% 5%

83%

94%

86% 85% 91% 91%

88% 85%

78% 84%

90% 89% 88% 83% 84%

88%

Shares Comments LikesSource: Shareablee Social Loyalty Platform 2014


January to May 2014



Brazil sees a much higher overall volume of Sharing, which could

indicate why the audience is typically more active.

19%

10% 12%

37%

13% 10% 10%

19% 21%

32%

6%

15% 11% 14% 15%

12% 11%

5%

3% 3%

4%

2% 3% 5%

3% 6%

3%

4%

7%

2%

7% 6%

4% 13%

75%

87% 85%

60%

85% 88% 85%

78% 73%

65%

90%

78%

87%

79% 79% 84%

77%

Shares Comments LikesSource: Shareablee Social Loyalty Platform 2014


January to June 2014



0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000


Amplification across Facebook in Latin America Source: Shareablee January 2013 to June 2014.


Amplification Growth: While Brazil sees the largest volume of sharing in Latin

America, Mexico sees the highest growth with a 189% increase in sharing

since January 2013




-10% +93% +129% +189% +71% +30% +17%



Sharing of Content in Mexico has jumped 189% while post frequency

has only increased by 37% since January 2013.

Jan 2013 June 2014

Total Shares 3,148,995 9,087,983

(+189%)

Shares per Post 41 87

(+112%)

Posts 121 166

(+37%)




Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14

Total Amplification Across Mexico’s Top Facebook Properties Source: Shareablee January 2013 to May 2014.

Mexico Pages

+189%

3.1 M

9.1 M



Media/News/Publishing pages dominate the total amount of shares in Mexico,

but Entertainment, Food/Beverage and TV have a strong showing as well.

Automotive 1%

CPG 1%

Entertainment 7% Fashion/Clothing

4%

Finance/Banking 0%

Food/Beverage 8%

Health/Beauty 3%

Media/News/Publishing 60%

Other 2%

Quick Serve Restaurant 0%

Retail 2%

Technology 1%

Telecom 0%

Travel/Leisure 1%

TV 10%

% of Shares

Automotive

CPG

Entertainment

Fashion/Clothing

Finance/Banking

Food/Beverage

Health/Beauty

Media/News/Publishing

Other

Quick Serve Restaurant

Retail

Technology

Telecom

Travel/Leisure

TV



January to May 2014



Measuring Social Discussions: Media/News and Publishing still sees

the highest portion of commenting, but TV took a much larger share.

Automotive 1%

CPG 0%

Entertainment 8% Fashion/Clothing

2%

Finance/Banking 0%

Food/Beverage 7%

Health/Beauty 1%

Media/News/Publishing

52%

Other 3% Quick Serve

Restaurant 1%

Retail 1%

Technology 2%

Telecom 1%

Travel/Leisure 2%

TV 19%

Share of Social Word of Mouth Category Per post

Engagement (%)

Automotive 0.34%

CPG 0.00%

Entertainment 0.08%

Fashion/Clothing 0.22%

Finance/Banking 0.09%

Food/Beverage 0.15%

Health/Beauty 0.18%

Media/News/Publishing 0.27%

Other 0.08%

Quick Serve Restaurant 0.05%

Retail 0.07%

Technology 0.09%

Telecom 0.03%

Travel/Leisure 0.13%

TV 0.10%



The Impact of Content Strategy



0

20

40

60

80

100

120

140

160

180


Average Monthly Posts Per Brand across Facebook Source: Shareablee January 2013 to June 2014.


Frequency Growth: Mexico and Peru have seen the largest increase in post

frequency and have the highest post frequency for markets in Latin America.

(Both Mexico and Peru see the largest increase in engagement as well)




-5% +8% +34% +37% +79% +16% +29%



0

100

200

300

400

500

600

700


Average Monthly Posts Per Brand in Mexico across Facebook Source: Shareablee January 2013 to June 2014.

Mexico Pages Mexico - Automotive Mexico - CPG Mexico - EntertainmentMexico - Fashion/Clothing Mexico - Finance/Banking Mexico - Food/Beverage Mexico - Health/BeautyMexico - Media/News/Publishing Mexico - Other Mexico - QSR Mexico - RetailMexico - Sports Mexico - Technology Mexico - Telecom Mexico - Travel/LeisureMexico - TV

Post Frequency: how much should you post? Mexico has the highest post frequency of

all markets in LatAm, with TV, Sports and Media/News/Publishing seeing the highest by

vertical in Mexico. Mexico leads with a 223% increase in engagement since 2013.




+209%

+788%

+369%



0

200

400

600

800

1,000

1,200

1,400

1,600


Average Monthly Posts Per Brand in Peru across Facebook Source: Shareablee January 2013 to June 2014.

Peru Pages Peru - Automotive Peru - CPG Peru - Entertainment

Peru - Fashion/Clothing Peru - Finance/Banking Peru - Food/Beverage Peru - Health/Beauty

Peru - Media/News/Publishing Peru - Other Peru - QSR Peru - Retail

Peru - Sports Peru - Technology Peru - Telecom Peru - Travel/Leisure

Post Frequency: how much should you post? Peru has seen the highest growth in post

frequency, fueled largely by Media/News/Publishing and Entertainment. Peru sees a

181% increase in engagement from this post increase (79%)






Post Type: Photos consistently drive content performance across top pages

in Latin America in 2014 YTD, while Status and Link posts see a dip in

engagement. Video posts maintain level engagement.

4% 14%

3%

78% % Type of Posts - Facebook

2% 7% 3%

88%

Mexico Pages

Status Link Video Photo

% Engagement Driven by These Posts -

Facebook

January to May 2014





How much is post type strategy affected by vertical in Mexico?

93.0%

50.3%

68.7%

2.1% 1.6%

24.0%

3.1% 2.4% 4.0% 1.8%

45.7%

3.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mexico - Fashion/Clothing Mexico - Media/News/Publishing Mexico - Travel/Leisure

Photo Video Status Link% POST

% ENGAGEMENT 90.9%

75.5%

91.7%

8.7%

0.9% 5.0%

0.3% 0.7% 2.5% 0.2%

23.0%

0.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mexico - Fashion/Clothing Mexico - Media/News/Publishing Mexico - Travel/LeisureSource: Shareablee Social Loyalty Platform 2014





How much is post type strategy affected by vertical in Chile?

87.1%

25.8%

71.7%

4.4% 0.4% 2.6% 4.6%

7.6%

16.8%

3.8%

66.3%

8.4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Chile - Fashion/Clothing Chile - Media/News/Publishing Chile - Travel/Leisure


% ENGAGEMENT 91.0% 91.4%

85.8%

3.0% 0.0%

3.6% 4.4% 0.4%

5.4% 1.5%

8.1% 2.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Chile - Fashion/Clothing Chile - Media/News/Publishing Chile - Travel/LeisureSource: Shareablee Social Loyalty Platform 2014





How much is post type strategy affected by vertical in Peru?

72.9%

63.8%

92.6%

6.7% 0.5%

3.9% 0.9%

5.3% 0.6%

19.3%

30.5%

2.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Peru - Fashion/Clothing Peru - Media/News/Publishing Peru - Travel/Leisure


% ENGAGEMENT

77.4% 80.0%

89.3%

15.4%

1.6% 7.7%

0.2% 2.4% 0.5% 6.6%

16.1%

0.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Peru - Fashion/Clothing Peru - Media/News/Publishing Peru - Travel/Leisure






How much is post type strategy affected by vertical on a Global Scale? Performances

are similar across the globe, except here Video posts underperform as well as

Statuses and Links continue to underperform across verticals.

89.0%

45.0%

77.9%

2.8% 3.0% 3.0% 2.4% 7.4%

4.3% 5.8%

44.5%

14.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure


% ENGAGEMENT 99.4%

61.5%

91.7%

0.4% 2.9% 3.0% 0.1% 2.2% 1.1% 0.1%

33.4%

4.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure

January to May 2014





Two of the top Shared posts in the Media/News/Publishing category

include indications to share the content that is published or your own

content with the brand.









Some brands/industries use certain calls to action to drive more engagement

(likes, shares, comments). What about Including Questions with Facebook Posts?

18%

13%

82%

87%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Engagement

Posts

Includes Question Does Not Include Question

* For Media/News/Publishing pages in Mexico, Including Questions in

2014 YTD was a strategy that increased engagement by 37%.

January to May 2014





Media/News/Publishing properties use interactive content to generate

activity and increasing likes, comments and shares.












Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14

Social Moments on Facebook World Cup Sponsors

+27%

5.5M

7M

Sponsors of the World Cup have seen an upward trend in activity that should

continue to increase based on the trends of 2013.

Jan 2013 Apr 2014

Total Category Actions 5,511,942 7,019,147

(+27%)

Average Unique Engaged Audience 124,456 143,991

(+16%)

Posts (Total) 1,425 1,570

(+10%)

January 1, 2013 to April 30, 2014





Developing a successful strategy that amplifies your brand

Upon embracing these metrics, the sky’s the limit in the ways that you can experiment, define

and refine the strategy behind your social media communications.

The right social strategy can turn fans into loyal advocates, increase customer interactions

and significantly improve marketing performance.

Building Block 2:

Audience

Quality Metrics

Building Block 3:

Content

Strategy

Metrics

Building Block 1:

Growth

and

Engagement

Metrics


Q&A

Por favor déjenos saber si tiene preguntas.


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[email protected]

www.comscore.com


@comScoreLATAM



¡Gracias!

El Estado de Social Media en América Latina


[email protected]


[email protected]

www.comscore.com


@comScoreLATAM


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