El Estado del Social Media en Mexico 2014 by Comscore

© 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 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

3
Entorno de la Industria de Social Media

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
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
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

7
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
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%

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

10
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
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%

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
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
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
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
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

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

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
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
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
El Estado de Social Media Presentando Shareablee en América Latina

21
Shareablee: Nuestro Acercamiento a la Medición Social
Benchmarking Competitivo
Audience Engagement Insights
Análisis Predictivo Accionable

22
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
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
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

25
The top three posts from Chile, Argentina and Colombia followed a similar ratio of actions as the top posts from Mexico.

26
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)

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
Measuring Your Engaged Audience (not just Fans/Followers)

29
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
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 - QSR
Mexico - TV

31
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
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
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.
+71%
+87%
+137%
+223%
+181%
+69%
+110%

33
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
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
Mexico Pages
+196%
220K
650K
44K
144K
January 2013 to June 2014

34
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
Mexico Pages
+919%
10K
100K
611
6535
January 2013 to May 2014

35
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
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%

36
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
Brasil Pages
+751%
452K
3.8M

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%

38
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.

39
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
Mexico - Automotive
Mexico - CPG
Mexico - Finance/Banking
Mexico - Health/Beauty
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%

40
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
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%

41
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
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%

42
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
Mexico - Automotive
Mexico - CPG
Mexico - Quick Serve Restaurant
Mexico - Retail
Mexico - Technology
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%

43
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
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%

44
Measuring Audience Quality

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
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
January to May 2014

47
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
January to June 2014

48
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
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
-10%
+93%
+129%
+189%
+71%
+30%
+17%

49
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
Mexico Pages
+189%
3.1 M
9.1 M

50
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

51
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%

52
The Impact of Content Strategy

53
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
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)
-5%
+8%
+34%
+37%
+79%
+16%
+29%

54
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
Mexico Pages
Mexico - Automotive
Mexico - CPG
Mexico - Other
Mexico - QSR
Mexico - Retail
Mexico - Sports
Mexico - Technology
Mexico - Telecom
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.
+209%
+788%
+369%

55
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
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%)

56
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

57
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%
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%

58
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

59
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%
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%

60
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%
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%
January to May 2014

61
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.

62
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

63
Media/News/Publishing properties use interactive content to generate activity and increasing likes, comments and shares.

64
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

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

Q&A
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www.comscore.com
@comScoreLATAM

¡Gracias!
El Estado de Social Media en América Latina
www.comscore.com
@comScoreLATAM

El Estado del Social Media en Mexico 2014 by Comscore

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