O Cenário Digital e as Métricas que realmente importam

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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.

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O Cenário Digital e as Métricas que realmente importam

  1. 1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.facebook.com/comscoreinc @comScoreBR #SMWSP prensa@comscore.com Social Media Week Setembro de 2014 Alex Banks, VP Latin America & Director Brazil Tania Yuki, CEO e Fundadora do Shareablee
  2. 2. © comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 2 Cenário das Redes Sociais
  3. 3. © 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 do Norte Africa Asia-Pacifico Média de Horas por Visitante
  4. 4. © 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
  5. 5. © 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 Worldwide 12.5
  6. 6. © 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)
  7. 7. © 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)
  8. 8. © 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 Corporate Presence Portais Serviços Entretenimento Total de Minutos(MM)
  9. 9. © 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+
  10. 10. © 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+
  11. 11. © 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 Gerais 8% Paraná 6% Rio Grande do Sul 7% Santa Catarina 4% Bahia 5% Distrito Federal 4% Other 25% % Por Estado
  12. 12. © 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%
  13. 13. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.facebook.com/comscoreinc @comScoreBR #SMWSP prensa@comscore.com Tania Yuki, CEO e Fundadora do Shareablee
  14. 14. © comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 14 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
  15. 15. © comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 15 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
  16. 16. © comScore, Inc. Proprietary. 16 © comScore, Inc. Proprietary. …....................................................................................................... …....................................................................................................... …....................................................................................................... …........................................................................................................ Our proud partners Select Clients Publishing Telco Consumer Brands Media Agencies
  17. 17. © comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 17 Measuring Your Engaged Audience (not just Fans/Followers)
  18. 18. © 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
  19. 19. © 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
  20. 20. © 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% Action s 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
  21. 21. © 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
  22. 22. © 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
  23. 23. © 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%
  24. 24. © 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
  25. 25. © 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%
  26. 26. © 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
  27. 27. © 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
  28. 28. © 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
  29. 29. © 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/Publishing 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
  30. 30. © 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%
  31. 31. © 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%
  32. 32. © 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
  33. 33. © 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
  34. 34. © 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
  35. 35. © 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 - TV Networks Disney Channel Brasil 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
  36. 36. © 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 - Facebook January to August 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook
  37. 37. © 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
  38. 38. © 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
  39. 39. © 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
  40. 40. © 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
  41. 41. © 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
  42. 42. © comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 42 Measuring Audience Quality
  43. 43. © 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
  44. 44. © 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
  45. 45. © 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 Likes Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook January to June 2014
  46. 46. © 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 Likes Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook January to June 2014
  47. 47. © 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% Twitter Likes 82% Shares 14% Comments 4% Facebook Likes 97% Comments 3% Instagram August 1 to August 31, 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram
  48. 48. © 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%
  49. 49. © 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
  50. 50. © 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
  51. 51. © 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
  52. 52. © comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 52 The Impact of Content Strategy
  53. 53. © 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%
  54. 54. © 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%
  55. 55. © 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 - Facebook January to June 2014 Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook
  56. 56. © 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/Leisure Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook January to June 2014
  57. 57. © 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
  58. 58. © 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
  59. 59. © 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
  60. 60. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.facebook.com/comscoreinc @comScoreBR #SMWSP prensa@comscore.com Obrigado! Thank you! Setembro de 2014 Alex Banks, VP Latin America & Director Brazil Tania Yuki, CEO e Fundadora do Shareablee

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