o cenário digital e as métricas que realmente importam
DESCRIPTION
Durante os últimos anos, vimos uma enorme evolução e crescimento no cenário digital. A audiência das redes sociais se fortaleceram ainda mais nos últimos meses acompanhando o crescimento digital em geral. comScore, líder mundial em medição de audiência online e Shareablee, parceiro da comScore que mede Engajamento de Redes Sociais, mostrarão como marcas estão utilizando Branded Content nas redes sociais para ganhar novas audiências e fortalecer a relação com a audiência atual, além de revisar e entender métricas que realmente importam, além de likes e fãs.TRANSCRIPT
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
www.facebook.com/comscoreinc @comScoreBR #SMWSP [email protected]
Social Media Week
Setembro de 2014
Alex Banks, VP Latin America & Director Brazil
Tania Yuki, CEO e Fundadora do Shareablee
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 2
Cenário das Redes Sociais
© comScore, Inc. Proprietary. 3
Fonte: comScore Media Metrix®, Julho2014, Global, Casa e Trabalho, PC-Laptop, Idade15+
Engajamento em Redes Sociais por Região
8.13 7.41
6.38
4.96
2.49
América Latina Europa América doNorte
Africa Asia-Pacifico
Média de Horas por Visitante
© comScore, Inc. Proprietary. 4
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trablho, PC-Laptop, Idade15+
Em todas as Regiões do Mundo, as Mulheres são mais
engajadas
7.75
6.70
5.42
4.57
2.36
8.51
8.12
7.27
5.61
2.65
América Latina
Europa
América do Norte
Global
Asia Pacífico
Média de Horas por Visitante
Homens Mulheres
© comScore, Inc. Proprietary. 5
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 15+
No Brasil, a Média de Minutos por Visita em Sites de Redes Sociais é
maior do que em cada Região do Mundo.
Média de Minutos por Visita em Sites de Redes Sociais
América Latina África Europa Global América do Norte Ásia Pacífico
Brasil
18.5
Worldwid
e
12.5
© comScore, Inc. Proprietary. 6
Fonte: comScore Media Metrix®, Julho 2014, Global, Casa e Trabalho, PC-Laptop,
Idade 15+
O Brasil é o País Latino com Maior Número de Visitantes Diários em
Redes Sociais
60,584
30,118
7,050 6,825 2,737 1,996 1,974 647
Média de Visitantes Diários(000)
© comScore, Inc. Proprietary. 7
Fonte: comScore Media Metrix®, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+
O Brasil é responsável por 10% do tempo total consumido globalmente
em Redes Sociais, ocupando o segundo lugar
69,586
48,171
45,040
29,895
18,876
15,501
13,478
11,867
11,708
10,555
United States
Brazil
Russian Federation
China
Turkey
Germany
United Kingdom
Italy
India
France
Total de Minutos (MM)
© comScore, Inc. Proprietary. 8
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+
Social Media é a categoria com maior tempo de navegação entre os
internautas brasileiros
50,577
30,946 27,090
23,386
15,678
Social Media CorporatePresence
Portais Serviços Entretenimento
Total de Minutos(MM)
© comScore, Inc. Proprietary. 9
Perfil da Audiência de Social Media no Brasil
9.0
26.9 26.2
18.8
12.3
6.8
Pessoas: 6-14
Pessoas:15-24
Pessoas:25-34
Pessoas:35-44
Pessoas:45-54
Pessoas:55+
% del Total de Visitantes Únicos
Homens 47%
Mulheres 53%
% Composição de Minutos
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+
© comScore, Inc. Proprietary. 10
Pessoas de 45 a 55 anos têm grande afinidade com Redes Sociais,
porém são menos engajadas do que os mais jovens
107
121
90
88
94
95
Índice de Engajamento
57
109
107
108
109
108
Pessoas: 6-14
Pessoas: 15-24
Pessoas: 25-34
Pessoas: 35-44
Pessoas: 45-54
Pessoas: 55+
Índice de Afinidade
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+
© comScore, Inc. Proprietary. 11
Mais da metade da audiência da categoria de Redes Sociais está
concentrada na Região Sudeste, com São Paulo sendo responsável por
29%
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 6+
Centro-Oeste
8% Norte 5%
Nordeste 19%
Sul 17%
Sudeste 51%
% Por Região
São Paulo 29%
Rio de Janeiro
12%
Minas Gerai
s 8%
Paraná 6%
Rio Grande do
Sul 7%
Santa Catarina
4%
Bahia 5%
Distrito Federal
4%
Other 25%
% Por Estado
© comScore, Inc. Proprietary. 12
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trablho, Brasil, PC/Laptop, Idade 6+
Distribuição de Tempo em Redes Sociais no Brasil
Facebook 96.7%
TWITTER.COM 0.8%
BADOO.COM 0.8%
TUMBLR.COM 0.6%
VOSTU.COM 0.3%
Linkedin 0.3%
ASK.FM 0.2%
Orkut 0.2%
Other 3.3%
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
www.facebook.com/comscoreinc @comScoreBR #SMWSP [email protected]
Tania Yuki, CEO e Fundadora do Shareablee
© comScore, Inc. Proprietary. 14 © comScore, Inc. Proprietary.
What We Do
We use big data to help
marketers maximize the reach
and effectiveness of their
content marketing
Monitor Your social performance 24/7
© comScore, Inc. Proprietary. 15 © comScore, Inc. Proprietary.
Competitive
Benchmarking
Audience
Engagement
Insights
Actionable
Predictive
Analytics
Know your competitors
and best practices in
your social space
Know your advocates
and how loyal they are Real time insights
across all your
social platforms
Three Key Benefits Boost your social ROI
© comScore, Inc. Proprietary. 16 © comScore, Inc. Proprietary.
….......................................................................................................
….......................................................................................................
….......................................................................................................
…........................................................................................................
Our proud partners Select Clients
Publishing Telco Consumer Brands Media Agencies
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 17
Measuring Your Engaged
Audience
(not just Fans/Followers)
© comScore, Inc. Proprietary. 18 © comScore, Inc. Proprietary.
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
3,000,000
3,500,000
January February March April May June
Number of Fans
Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Food/Beverage
Brasil - Media/News/Publishing Brasil - QSR Brasil - TV
January to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 19 © comScore, Inc. Proprietary.
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
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
January February March April May June
Unique Engaged Audience
Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Food/Beverage
Brasil - Media/News/Publishing Brasil - QSR Brasil - TV
January to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 20 © comScore, Inc. Proprietary.
Brasil’s Social Loyalty Snapshot: 08/01 - 08/31
75%
41%
92%
1%
43%
5%
24%
17%
3%
Actions
Posts
Fans
Facebook Twitter Instagram
Facebook Twitter Instagram
Fans 1,600,926
(+2.6%)
93,520
(+10.8%)
46,557
(+72.4%)
Posts/Week 22
(0%)
24
(-6%)
9
(0%)
Actions 230,105
(-16%)
3,003
(-23%)
72,934
(+1.3%)
Average Post
Engagement
0.14%
(-19%)
0.031%
(-26%)
3.66%
(-17%)
August Top Post
August 1 to August 31, 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram
© comScore, Inc. Proprietary. 21 © comScore, Inc. Proprietary.
Social Audiences Are Growing Fast, with total social moments across Facebook
increasing by 71% since 2013 across top properties in Brasil while post frequency
went down.
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
Average Social Moments Across Brasil’s Top Facebook Pages Source: Shareablee January 2013 to June 2014.
Brasil Pages
+71%
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
Average Number of Posts Across Brasil’s Top Facebook Pages Source: Shareablee January 2013 to June 2014.
Brasil Pages
-5%
100 95
140K
240K
January 2013 to May 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 22 © comScore, Inc. Proprietary.
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
January 2013 to Jun 2014
© comScore, Inc. Proprietary. 23 © comScore, Inc. Proprietary.
0
50,000
100,000
150,000
200,000
250,000
300,000
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
Actions 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
Action Growth: Engagement with Facebook pages in Latin America largely
follows the same trend in growth that attracting fans does across the region.
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
January 2013 to Jun 2014
+71% +87% +137% +223% +181% +69% +110%
© comScore, Inc. Proprietary. 24 © comScore, Inc. Proprietary.
Twitter sees a more significant increase in total engagement, even while the
number of tweets doesn’t increase dramatically.
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Social Moments Across Brasil’s Top Twitter Pages Source: Shareablee January 2014 to June 2014.
Brasil Pages
+184%
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Average Number of Tweets Across Brasil’s Top Pages Source: Shareablee January 2014 to June 2014.
Brasil Pages
+12%
70
79
879
2,494
January 2014 to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Twitter
© comScore, Inc. Proprietary. 25 © comScore, Inc. Proprietary.
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14
Actions Growth across Twitter in Latin America Source: Shareablee January 2014 to June 2014.
Argentina Brasil Chile Colombia Mexico Peru Latin America
Action Growth: Engagement with Twitter pages in Latin America sees the same
growth trend that Facebook sees, but there is a more rapid pace of engagement
expansion.
Source: Shareablee Social Loyalty Platform 2014
Platforms: Twitter
January 2014 to Jun 2014
+184% +233% +219% +455% +1410% +172% +264%
© comScore, Inc. Proprietary. 26 © comScore, Inc. Proprietary.
Instagram has seen the most dramatic increase in both post frequency (177%) and
engagement (403%) on a brand by brand level.
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
Average Number of Media Across Brasil’s Top Instagram Pages Source: Shareablee January 2013 to June 2014.
Brasil Pages
+177%
12
34
January 2013 to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Instagram
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
Average Monthly Actions across Brasil's Top Instagram Pages Source: Shareablee January 2013 to June 2014.
Brasil Pages
+403%
12K
59K
© comScore, Inc. Proprietary. 27 © comScore, Inc. Proprietary.
The Rise of Instagram in Brasil: Social Audiences Are Growing Fast,
particularly in their use of Instagram in Brasil. Brands in Brasil 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 Brasil's Top Instagram Properties 34K
Actions per Post (average) 1081
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
Monthly Actions on Instagram across Brasil's Top Properties Source: Shareablee January 2013 to June 2014.
Brasil Pages
+751%
452K 3.8M
January 2013 to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Instagram
© comScore, Inc. Proprietary. 28 © comScore, Inc. Proprietary.
Total Actions by Type of Engagement with Month/Month Growth
for the Top 5 Social industries in Brasil (ranked by total Facebook
Engagement) 08/01 - 08/31
-14%
+26%
-0%
-20% +10% -7%
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
Likes Comments Shares
August 1 to August 31, 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 29 © comScore, Inc. Proprietary.
Facebook Metrics: Top 5 Verticals in Brasil (ranked by total Facebook
Engagement) 08/01 - 08/31
Page
Unique
Engaged
Audience
Fans Avg. Post
Engagement
Total
posts
Total
Actions
Actions
per Post
Shares
per Post
Comments
per Post
Brasil Pages 204,606 1,600,926 0.14% 99 230,105 2,320 321 104
1. Media/News/Publishin
g 990,515 1,383,554 0.22% 398 1,207,956 3,037 513 153
2. Entertainment 329,726 1,585,676 0.24% 101 380,092 3,768 698 160
3. Food/Beverage 118,608 1,977,074 0.12% 61 146,654 2,411 134 95
4. Retail 112,286 1,206,074 0.11% 108 139,500 1,288 153 82
5. Fashion/Clothing 81,107 1,432,922 0.07% 88 92,825 1,056 83 19
*Ranked by Unique Engaged Audience
August 1 to August 31, 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 30 © comScore, Inc. Proprietary.
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
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
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
January 2013 to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
+538%
© comScore, Inc. Proprietary. 31 © comScore, Inc. Proprietary.
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
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
Actions Amplification across Facebook Source: Shareablee January 2013 to May 2014.
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.
January 2013 to May 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
+209%
+788%
+359%
+369%
© comScore, Inc. Proprietary. 32
93.5%
5.6% 0.8%
ENGAGEMENT BY
PLATFORM IN BRASIL:
The Pie is Growing
(But Facebook still
rules)
50%
Q2 2013
331M Actions
Q2 2014
470M Actions 93.5%
5.9% 0.6%
January 2013 to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram
© comScore, Inc. Proprietary. 33 © comScore, Inc. Proprietary.
Argentina 14%
Brasil Pages 58%
Chile 3%
Colombia 5%
Mexico 21%
Peru 7%
Q2 2013 Argentina
11%
Brasil Pages 50%
Chile 3%
Colombia 7%
Mexico 25%
Peru 8%
Q2 2014
The overall volume of activity in Latin America has increased, with Brasil generating the
majority of the activity. Mexico’s piece of the pie has grown as a percentage, but Brasil
still sees a significantly higher volume of engagement.
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
Q2 2013
559M Actions
Q2 2014
1.02BN Actions
April 2013 to June 2014
© comScore, Inc. Proprietary. 34 © comScore, Inc. Proprietary.
TV Networks in Brasil have increased their post frequency, but the increase in
total activity has rivaled that steadily throughout the year
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 Jul-14 Aug-14
Average Social Moments Across Brasil’s Top TV Networks Source: Shareablee January 2013 to August 2014.
TV Networks
+400%
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 Jul-14 Aug-14
Average Number of Posts Across Brasil’s Top TV Networks Source: Shareablee January 2013 to August 2014.
TV Networks
+80%
150
269
135K 675K
January 2013 to May 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 35 © comScore, Inc. Proprietary.
Top 10 TV Networks in Brasil of 2014 ranked by total actions
0 20,000,000 40,000,000 60,000,000
Rede Globo
Esporte Interativo
SporTV
Igreja Universal
Rede Record
SBT
Brasil - TVNetworks
Disney ChannelBrasil
Telecine
Canal GNT
Total Actions Total Fans
Total actions and fans across Facebook; Jan – Aug 2014
Actions/Post Posts/Week
18,882 86
8,782 168
11,207 74
7,228 114
11,471 58
12,798 44
2,874 50
10,182 8
2,032 39
2,528 29
MILLIONS
© comScore, Inc. Proprietary. 36 © comScore, Inc. Proprietary.
Post Type: Photos consistently drive content performance across TV
Networks, while all other post types see dramatic decreases in engagement,
especially Link posts.
3% 38% 6% 52%
% Type of Posts - Facebook
2%
2%
2%
94%
Status Link Video Photo
% Engagement Driven by These Posts -
January to August 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 37 © comScore, Inc. Proprietary.
Content frequency has been consistently growing
0
100
200
300
400
500
600
700
800
900
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 Jul-14 Aug-14
Average Monthly Posts Per Publication on Facebook Source: Shareablee January 2013 to August 2014
Brasil - Publishing - Entertainment Brasil - Publishing - Fashion/Style Brasil - Publishing - Finance/Banking
Brasil - Publishing - Food Brasil - Publishing - General Brasil - Publishing - Lifestyle
+56%
+156%
+119%
+26%
+100%
+86%
January 2013 to August 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 38 © comScore, Inc. Proprietary.
But the results, in terms of active, engaged audiences, are far
outpacing the effort
January 2013 to August 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
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 Jul-14 Aug-14
Average Monthly Actions Per Publication on Facebook Source: Shareablee January 2013 to August 2014
Brasil - Publishing - Entertainment Brasil - Publishing - Fashion/Style Brasil - Publishing - Finance/Banking
Brasil - Publishing - Food Brasil - Publishing - General Brasil - Publishing - Lifestyle
+1,998%
+16,684%
+1,217%
+1,586%
+1,588%
+5%
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 39 © comScore, Inc. Proprietary.
But YTD, General Publishing (News, etc.) still make up 58% of all
engaged audiences
Entertainment, 12%
Fashion/Style, 5%
Finance/Banking, 1%
Food, 12%
General, 58%
Lifestyle, 12%
Share of Voice
January 2014 to August 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 40 © comScore, Inc. Proprietary.
How Loyal are Social Audiences?
13%
16%
17%
17%
23%
28%
Finance/Banking
Food
Lifestyle
Entertainment
Fashion/Style
General
% Returning
August 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 41 © comScore, Inc. Proprietary.
How much of my engagement consists of what I value
most?
11%
27% 24%
39%
15%
8%
2%
2% 3%
3%
8%
2%
87%
71% 74%
58%
77%
90%
Entertainment Fashion/Style Finance/Banking Food General Lifestyle
Shares Comments Likes
August 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 42
Measuring Audience Quality
© comScore, Inc. Proprietary. 43
How Loyal are Social Audiences per Country?
27%
28%
29%
32%
33%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Brasil
Argentina
Peru
Colombia
Mexico
Chile
% Returning
June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 44 © comScore, Inc. Proprietary.
Top 5 Verticals in Brasil - Social Loyalty Snapshot: 08/01 - 08/31
New 85%
Returning 15%
Fashion/
Clothing
New vs. Returning Audience
New 89%
Returning 11%
Food/
Beverage
New 84%
Returning 16%
Entertainment
New 76%
Returning 24%
Media/News/
Publishing
New 78%
Returning 22%
Retail
August 1 to August 31, 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 45 © comScore, Inc. Proprietary.
How much of my engagement consists of what I value most in Latin
America?
12% 7%
12%
20%
11% 12% 10% 17% 19% 20%
5% 11% 9% 12% 10%
13% 10%
6%
4%
5%
7%
3% 4%
6%
4% 7% 6%
5%
6% 7% 8% 10% 5% 9%
82% 89%
83%
73%
86% 84% 85% 79%
74% 74%
90% 83% 84%
81% 80% 82% 81%
Shares Comments LikesSource: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
January to June 2014
© comScore, Inc. Proprietary. 46 © comScore, Inc. Proprietary.
Brasil 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
Platforms: Facebook
January to June 2014
© comScore, Inc. Proprietary. 47 © comScore, Inc. Proprietary.
Brasil Social Loyalty Snapshot: 08/01 - 08/31 47
188,008
1,614
70,419
31,829
1,390
10,268
2,515
Facebook Twitter Instagram
Likes Shares Comments
Facebook Twitter Instagram
Fans 1,600,926 93,520 46,557
Total Actions 230,105 3,003 72,934
Likes/Favorites 188,008 31,829 10,268
Shares/Retweets 1,614 1,390 -
Comments 70,419 - 2,515
Retweets 46%
Favorites 54%
Likes 82%
Shares 14%
Comments 4%
Likes 97%
Comments 3%
August 1 to August 31, 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram
© comScore, Inc. Proprietary. 48 © comScore, Inc. Proprietary.
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
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
Amplification 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
Amplification Growth: While Brasil sees the largest volume of sharing in Latin
America, Mexico sees the highest growth with a 189% increase in sharing
since January 2013
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
January 2013 to Jun 2014
-10% +93% +129% +189% +71% +30% +17%
© comScore, Inc. Proprietary. 49 © comScore, Inc. Proprietary.
While the overall engagement rate has increased in Brasil by 71%
since January 2013, Sharing has actually decreased
Jan 2013 June 2014
Total Shares 27,665,553 24,847,017
(-10%)
Shares per Post 423 403
(-5%)
Posts per Month 100 95
(-5%)
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
January 2013 to June 2014
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
Total Amplification Across Mexico’s Top Facebook Properties Source: Shareablee January 2013 to May 2014.
Brasil Pages
-10%
28M
25M
© comScore, Inc. Proprietary. 50 © comScore, Inc. Proprietary.
Media/News/Publishing pages dominate the total amount of shares in
Brasil, but Entertainment, Food/Beverage and Health/Beauty have a
strong showing as well.
Automotive 1%
CPG 2%
Entertainment 14% Fashion/Clothing
2%
Finance/Banking 0%
Food/Beverage 6%
Health/Beauty 5%
Media/News/Publishing 57%
Other 5%
Quick Serve Restaurant
0% Retail 4%
Sports 0%
Technology 1%
Telecom 1%
Travel/Leisure 1%
TV 1% % of Shares
Automotive
CPG
Entertainment
Fashion/Clothing
Finance/Banking
Food/Beverage
Health/Beauty
Media/News/Publishing
Other
Quick Serve Restaurant
Retail
Sports
Technology
Telecom
Travel/Leisure
TV
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
January to June 2014
© comScore, Inc. Proprietary. 51 © comScore, Inc. Proprietary.
Measuring Social Discussions: Media/News/Publishing still sees the highest
portion of commenting, but Food/Beverages sees a significant amount of
comments, greatly increasing from the volume of shares.
Automotive 1%
CPG 2%
Entertainment 5% Fashion/Clothing
1%
Finance/Banking 0%
Food/Beverage 12%
Health/Beauty 2%
Media/News/Publishing 60%
Other 2%
Quick Serve Restaurant
0%
Retail 6%
Sports 0%
Technology 2%
Telecom 1%
Travel/Leisure 1%
TV 3%
Share of Social Word of Mouth
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
January to June 2014
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 52
The Impact of Content Strategy
© comScore, Inc. Proprietary. 53 © comScore, Inc. Proprietary.
0
20
40
60
80
100
120
140
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
Average Monthly Posts Per Brand across Facebook Source: Shareablee January 2013 to June 2014.
LatAm Brasil Pages USA
Frequency Growth: While LatAm and the US see an increase in monthly posts per
brand, Brasil actually sees a slight decrease throughout the year.
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
January 2013 to June 2014
+29% -5% +35%
© comScore, Inc. Proprietary. 54 © comScore, Inc. Proprietary.
0
50
100
150
200
250
300
350
400
450
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
Average Monthly Posts Per Brand in Brasil 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
Post Frequency: how much should you post? Brasil saw a decrease in overall post frequency
throughout since 2013. Media/News/Publishing brands post most frequently, increasing their
frequency by 17% since 2013. This increase in post frequency is accompanied by a 538% increase
in engagement for the category.
January 2013 to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
+17%
© comScore, Inc. Proprietary. 55 © comScore, Inc. Proprietary.
Post Type: Photos consistently drive content performance across top pages
in Brasil in H1 2014. Videos also see a slight boost in engagement, while
Status and Link posts see a dramatic decrease in engagement.
3% 12%
2%
82% % Type of Posts - Facebook
1% 3% 3%
93%
Status Link Video Photo
% Engagement Driven by These Posts -
January to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 56 © comScore, Inc. Proprietary.
How much is post type strategy affected by vertical in Brasil?
95%
77% 77%
2% 2% 1% 1% 4% 4% 2%
17% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brasil - Fashion/Clothing Brasil - Media/News/Publishing Brasil - Travel/Leisure
Photo Video Status Link% POST
% ENGAGEMENT 97%
92% 91%
2% 1% 3% 0% 1% 1% 1% 5% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brasil - Fashion/Clothing Brasil - Media/News/Publishing Brasil - Travel/LeisureSource: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
January to June 2014
© comScore, Inc. Proprietary. 57 © comScore, Inc. Proprietary.
How much is post type strategy affected by vertical in Latin America?
87.6%
56.2%
74.8%
3.8% 1.1% 8.3%
2.1% 4.9% 5.0% 6.4%
37.7%
11.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Latin America - Fashion/Clothing Latin America - Media/News/Publishing Latin America - Travel/Leisure
Photo Video Status Link% POST
% ENGAGEMENT
92.9%
85.0%
92.7%
5.3% 1.0% 2.5% 0.4% 1.3% 1.0% 1.3%
12.6%
3.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Latin America - Fashion/Clothing Latin America - Media/News/Publishing Latin America - Travel/Leisure
January to June 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 58 © comScore, Inc. Proprietary.
Some brands/industries use certain calls to action to drive more engagement
(likes, shares, comments). What about Including Questions with Facebook Posts?
25%
22%
75%
78%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Engagement
Posts
Includes Question Does Not Include Question
* For Pages in Brasil, Including Questions in August 2014 was a strategy
that increased engagement by 14%.
August 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
© comScore, Inc. Proprietary. 59
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
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
www.facebook.com/comscoreinc @comScoreBR #SMWSP [email protected]
Obrigado!
Thank you!
Setembro de 2014
Alex Banks, VP Latin America & Director Brazil
Tania Yuki, CEO e Fundadora do Shareablee