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State of SM in LATAM by ComScore
This document provides an overview of the state of social media in Latin America based on data from comScore. Some key findings include: - Latin America has high engagement levels on social media, spending an average of 8.67 hours per visitor on social networks. - Women are more engaged with social media across all regions. - Facebook dominates social media time in Latin America, accounting for 95.6% of time spent on social networks. - Younger audiences aged 15-24 show the highest levels of engagement and affinity for social media in Latin America.
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State of SM in LATAM by ComScore
- 1. © comScore, Inc.Proprietary. El Estado de Social Media en América Latina Julio, 2014. Iván Marchant, Vice President comScore Mexico imarchant@comscore.com Tania Yuki, Founder & CEO Shareablee tania@shareablee.com www.comscore.com www.facebook.com/comscoreinc @comScoreLATAM #EstadoDeSocialMedia
- 2. © comScore, Inc.Proprietary. #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 CENSOPANEL 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
- 3. © comScore, Inc.Proprietary. #EstadoDeSocialMedia © comScore, Inc. Proprietary. 3 Entorno de la Industria de Social Media
- 4. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 4 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
- 5. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 5 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 del Norte Medio Oriente - África Asia Pacífico Horas Promedio por Visitante
- 6. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 6Fuente: 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
- 7. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 7Fuente: comScore Media Metrix® Abril 2014, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+ 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
- 8. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 8Fuente: 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%
- 9. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 9 120.6 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+
- 10. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 10Fuente: 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 Corporate Presence Services Portals Entertainment Minutos Totales (MM)
- 11. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 11Fuente: 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%
- 12. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 12 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 Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+ 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
- 13. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 13Fuente: 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 América Latina Brasil Argentina México Colombia Perú Chile Promedio Visitantes Diarios (000)
- 14. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 14Fuente: 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 85,934 49,682 9,703 7,782 4,349 2,406 1,925 96,704 55,240 10,092 8,972 5,581 2,841 2,141 América Latina Brasil Argentina México Colombia Perú Chile Minutos Totales (MM) Total Páginas Vistas (MM)
- 15. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 15 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 Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+
- 16. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 16Fuente: 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
- 17. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 17 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
- 18. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 18 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
- 19. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 19 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
- 20. © comScore, Inc.Proprietary. #EstadoDeSocialMedia © comScore, Inc. Proprietary. 20 El Estado de Social Media Presentando Shareablee en América Latina
- 21. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 21© comScore, Inc. Proprietary. Shareablee: Nuestro Acercamiento a la Medición Social Benchmarking Competitivo Audience Engagement Insights Análisis Predictivo Accionable
- 22. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 22© comScore, Inc. Proprietary. 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
- 23. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 23© comScore, Inc. Proprietary. 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…
- 24. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 24© comScore, Inc. Proprietary. 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 https://www.facebook.com/140145138702/posts/10151456132548703 https://www.facebook.com/479142105455273/posts/591990894170393
- 25. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 25© comScore, Inc. Proprietary. The top three posts from Chile, Argentina and Colombia followed a similar ratio of actions as the top posts from Mexico. https://www.facebook.com/132376253467994/posts/133110800204967 https://www.facebook.com/20906273675/posts/10152044821493676 https://www.facebook.com/183250211597/posts/10151296647841598
- 26. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 26© comScore, Inc. Proprietary. 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) https://www.facebook.com/163750870349445/posts/471641332893729 https://www.facebook.com/209164075784819/posts/538987996135757 https://www.facebook.com/204019129639331/posts/543185429056031
- 27. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 27 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
- 28. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 28 Measuring Your Engaged Audience (not just Fans/Followers)
- 29. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 29© 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 January February March April May Number of Fans Mexico - Entertainment Mexico - QSR Mexico - Fashion/Clothing Mexico - Food/Beverage Mexico - TV Mexico - Media/News/Publishing
- 30. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 30© 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 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
- 31. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 31© 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, Twitter, Instagram January 2013 to Jun 2014
- 32. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 32© 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, Twitter, Instagram January 2013 to Jun 2014 +71% +87% +137% +223% +181%+69% +110%
- 33. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 33© comScore, Inc. Proprietary. 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. 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 Mexico’s Top Facebook Pages Source: Shareablee January 2013 to June 2014. Mexico Pages +223% 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 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 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
- 34. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 34© comScore, Inc. Proprietary. 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% 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 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 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
- 35. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 35© comScore, Inc. Proprietary. 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 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 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. January 2013 to Jun 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram +751% +183% +52,000% +2082% +1278%+171%
- 36. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 36© comScore, Inc. Proprietary. 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 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 Brazil'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: Facebook, Twitter, Instagram
- 37. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 37 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% January 2013 to June 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
- 38. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 38© comScore, Inc. Proprietary. 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. Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram Q1 2013 458M Actions Q1 2014 633M Actions January 2013 to June 2014
- 39. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 39© 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 40,000,000 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. 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. January 2013 to May 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram +1,465% +1,293%
- 40. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 40© 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, Twitter, Instagram +538%
- 41. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 41© 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 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. January 2013 to May 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram +1,363% +1,064% +60% +6%
- 42. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 42© comScore, Inc. Proprietary. 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 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. 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. January 2013 to May 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram +40% +59%
- 43. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 43© 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, Twitter, Instagram +209% +788% +359% +369%
- 44. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 44 Measuring Audience Quality
- 45. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 45 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
- 46. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 46© comScore, Inc. Proprietary. 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 Likes Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram January to May 2014
- 47. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 47© comScore, Inc. Proprietary. 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 Likes Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram January to June 2014
- 48. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 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 Brazil 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, Twitter, Instagram January 2013 to Jun 2014 -10% +93% +129% +189% +71%+30% +17%
- 49. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 49© comScore, Inc. Proprietary. 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%) Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram January 2013 to June 2014 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
- 50. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 50© comScore, Inc. Proprietary. 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 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram January to May 2014
- 51. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 51© comScore, Inc. Proprietary. 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/Publish ing 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%
- 52. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 52 The Impact of Content Strategy
- 53. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 53© comScore, Inc. Proprietary. 0 20 40 60 80 100 120 140 160 180 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. Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages LatAm 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) Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram January 2013 to June 2014 -5% +8% +34% +37% +79%+16% +29%
- 54. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 54© comScore, Inc. Proprietary. 0 100 200 300 400 500 600 700 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14 Average Monthly Posts Per Brand in Mexico across Facebook Source: Shareablee January 2013 to June 2014. Mexico Pages 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 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. January 2013 to June 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram +209% +788% +369%
- 55. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 55© comScore, Inc. Proprietary. 0 200 400 600 800 1,000 1,200 1,400 1,600 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14 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%) January 2013 to June 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
- 56. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 56© comScore, Inc. Proprietary. 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 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
- 57. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 57© comScore, Inc. Proprietary. 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/Leisure Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram January to June 2014
- 58. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 58© comScore, Inc. Proprietary. 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 Photo Video Status Link % POST % 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/Leisure Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram January to June 2014
- 59. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 59© comScore, Inc. Proprietary. 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 Photo Video Status Link % POST % 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 January to June 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
- 60. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 60© comScore, Inc. Proprietary. 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 Photo Video Status Link % POST % 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 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
- 61. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 61© comScore, Inc. Proprietary. 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. https://www.facebook.com/112603997511/posts/10152142941132512 https://www.facebook.com/139555586113452/posts/678827328852939
- 62. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 62© 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? 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 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
- 63. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 63© comScore, Inc. Proprietary. Media/News/Publishing properties use interactive content to generate activity and increasing likes, comments and shares. https://www.facebook.com/112603997511/posts/10152289287502512 https://www.facebook.com/139555586113452/posts/684137994988539 https://www.facebook.com/112603997511/posts/10152210137542512
- 64. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 64© comScore, Inc. Proprietary. 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 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
- 65. © comScore, Inc.Proprietary. #EstadoDeSocialMedia 65 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
- 66. © comScore, Inc.Proprietary. Q&A Por favor déjenos saber si tiene preguntas. Iván Marchant, Vice President comScore Mexico imarchant@comscore.com Tania Yuki, Founder & CEO Shareablee tania@shareablee.com www.comscore.com www.facebook.com/comscoreinc @comScoreLATAM #EstadoDeSocialMedia
- 67. © comScore, Inc.Proprietary. ¡Gracias! El Estado de Social Media en América Latina Iván Marchant, Vice President comScore Mexico imarchant@comscore.com Tania Yuki, Founder & CEO Shareablee tania@shareablee.com www.comscore.com www.facebook.com/comscoreinc @comScoreLATAM #EstadoDeSocialMedia