For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 
...
© comScore, Inc. Proprietary. 
2 
Cenário das Redes Sociais
© comScore, Inc. Proprietary. 
3 
#estadodesocialmedia 
Fonte: comScore Media Metrix®, Julho2014, Global, Casa e Trabalho,...
© comScore, Inc. Proprietary. 
4 
#estadodesocialmedia 
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trablho, PC-Lapt...
© comScore, Inc. Proprietary. 
5 
#estadodesocialmedia 
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Lap...
© comScore, Inc. Proprietary. 
6 
#estadodesocialmedia 
Fonte: comScore Media Metrix®, Julho 2014, Global, Casa e Trabalho...
© comScore, Inc. Proprietary. 
7 
#estadodesocialmedia 
Fonte: comScore Media Metrix®, Julho 2014, Global, Casa e Trabalho...
© comScore, Inc. Proprietary. 
8 
#estadodesocialmedia 
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Lap...
© comScore, Inc. Proprietary. 
9 
#estadodesocialmedia 
Perfil da Audiência de Social Media no Brasil 
9.0 
26.9 
26.2 
18...
© comScore, Inc. Proprietary. 
10 
#estadodesocialmedia 
Pessoas de 45 a 55 anos têm grande afinidade com Redes Sociais, p...
© comScore, Inc. Proprietary. 
11 
#estadodesocialmedia 
Mais da metade da audiência da categoria de Redes Sociais está co...
© comScore, Inc. Proprietary. 
12 
#estadodesocialmedia 
Fonte: comScore Media Metrix®, Julho 2014, Casa e Trablho, Brasil...
© comScore, Inc. Proprietary. 
13 
The State of Social Media Presentation of Shareablee in Brasil
© comScore, Inc. Proprietary. 
14 
© comScore, Inc. Proprietary. 
Shareablee: Our Three Key Benefits 
Competitive Benchmar...
© comScore, Inc. Proprietary. 
15 
© comScore, Inc. Proprietary. 
Our Mission 
Shareablee uses big data to help marketers ...
© comScore, Inc. Proprietary. 
16 
© comScore, Inc. Proprietary. 
All of these are hurled at you when you mention social m...
© comScore, Inc. Proprietary. 
17 
© comScore, Inc. Proprietary. 
The top three posts of 2013 in Brasil, however, all saw ...
© comScore, Inc. Proprietary. 
18 
#estadodesocialmedia 
Measuring What Matters in Social Media 
Engaged Audience (not jus...
© comScore, Inc. Proprietary. 
19 
Measuring Your Engaged Audience (not just Fans/Followers)
© comScore, Inc. Proprietary. 
20 
Brands have focused on amassing huge amounts of fans, but how do you measure their valu...
© comScore, Inc. Proprietary. 
21 
By measuring by the size of a company’s active audience, you can get an idea of what th...
© comScore, Inc. Proprietary. 
22 
Social Audiences Are Growing Fast, with total social moments across Facebook increasing...
© comScore, Inc. Proprietary. 
23 
Fan Growth in Latin America: There is a huge increase in the number of fans that are ac...
© comScore, Inc. Proprietary. 
24 
Action Growth: Engagement with Facebook pages in Latin America largely follows the same...
© comScore, Inc. Proprietary. 
25 
Twitter sees a more significant increase in total engagement, even while the number of ...
© comScore, Inc. Proprietary. 
26 
0 
500,000 
1,000,000 
1,500,000 
2,000,000 
2,500,000 
3,000,000 
Jan-14 
Feb-14 
Mar-...
© comScore, Inc. Proprietary. 
27 
Action Growth: Engagement with Twitter pages in Latin America sees the same growth tren...
© comScore, Inc. Proprietary. 
28 
The Rise of Instagram in Brasil: Social Audiences Are Growing Fast, particularly in the...
© comScore, Inc. Proprietary. 
29 
0 
10,000,000 
20,000,000 
30,000,000 
40,000,000 
50,000,000 
60,000,000 
70,000,000 
...
© comScore, Inc. Proprietary. 
30 
0 
50,000,000 
100,000,000 
150,000,000 
200,000,000 
250,000,000 
300,000,000 
350,000...
© comScore, Inc. Proprietary. 
31 
#estadodesocialmedia 
93.5% 
5.6% 
0.8% 
ENGAGEMENT BY PLATFORM IN BRASIL: 
The Pie is ...
© comScore, Inc. Proprietary. 
32 
Argentina 14% 
Brasil Pages 58% 
Chile 3% 
Colombia 5% 
Mexico 21% 
Peru 7% 
Q2 2013 
A...
© comScore, Inc. Proprietary. 
33 
Measuring Audience Quality
© comScore, Inc. Proprietary. 
34 
#estadodesocialmedia 
How Loyal are Social Audiences? 
27% 
28% 
29% 
32% 
33% 
35% 
0%...
© comScore, Inc. Proprietary. 
35 
How much of my engagement consists of what I value most? 
12% 
7% 
12% 
20% 
11% 
12% 
...
© comScore, Inc. Proprietary. 
36 
Brazil sees a much higher overall volume of Sharing, which could indicate why the audie...
© comScore, Inc. Proprietary. 
37 
0 
5,000,000 
10,000,000 
15,000,000 
20,000,000 
25,000,000 
30,000,000 
35,000,000 
J...
© comScore, Inc. Proprietary. 
38 
While the overall engagement rate has increased in Brasil by 71% since January 2013, Sh...
© comScore, Inc. Proprietary. 
39 
Media/News/Publishing pages dominate the total amount of shares in Brasil, but Entertai...
© comScore, Inc. Proprietary. 
40 
Measuring Social Discussions: Media/News/Publishing still sees the highest portion of c...
© comScore, Inc. Proprietary. 
41 
The Impact of Content Strategy
© comScore, Inc. Proprietary. 
42 
Frequency Growth: While LatAm and the US see an increase in monthly posts per brand, Br...
© comScore, Inc. Proprietary. 
43 
Post Frequency: how much should you post? Brasil saw a decrease in overall post frequen...
© comScore, Inc. Proprietary. 
44 
Post Type: Photos consistently drive content performance across top pages in Brasil in ...
© comScore, Inc. Proprietary. 
45 
How much is post type strategy affected by vertical in Brasil? 
95% 
77% 
77% 
2% 
2% 
...
© comScore, Inc. Proprietary. 
46 
How much is post type strategy affected by vertical in Latin America? 
87.6% 
56.2% 
74...
© comScore, Inc. Proprietary. 
47 
How much is post type strategy affected by vertical on a Global Scale? Performances are...
© comScore, Inc. Proprietary. 
48 
Some brands/industries use certain calls to action to drive more engagement (likes, sha...
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State of Social Media in Brazil - setembro 2014

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Um retrato do crescimento de redes socais no Brasil com números sobre o uso e engajamento

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State of Social Media in Brazil - setembro 2014

  1. 1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.facebook.com/comscoreinc @comScoreLATAM #estadodesocialmedia prensa@comscore.com O Cenário das Redes Sociais e Métricas que Realmente Importam Agosto de 2014 Alex Banks, VP Latin America & Director Brazil Tania Yuki, CEO e Fundadora do Shareablee
  2. 2. © comScore, Inc. Proprietary. 2 Cenário das Redes Sociais
  3. 3. © comScore, Inc. Proprietary. 3 #estadodesocialmedia 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 #estadodesocialmedia 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 #estadodesocialmedia 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 #estadodesocialmedia 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 Latin America Brazil Argentina Mexico Venezuela Peru Chile Uruguay Média de Visitantes Diários(000)
  7. 7. © comScore, Inc. Proprietary. 7 #estadodesocialmedia 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 #estadodesocialmedia 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 #estadodesocialmedia 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 #estadodesocialmedia 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 #estadodesocialmedia 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 #estadodesocialmedia 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. © comScore, Inc. Proprietary. 13 The State of Social Media Presentation of Shareablee in Brasil
  14. 14. © comScore, Inc. Proprietary. 14 © comScore, Inc. Proprietary. Shareablee: Our Three Key Benefits Competitive Benchmarking Audience Engagement Insights Actionable Predictive Analytics #estadodesocialmedia
  15. 15. © comScore, Inc. Proprietary. 15 © 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 #estadodesocialmedia
  16. 16. © comScore, Inc. Proprietary. 16 © 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… #estadodesocialmedia
  17. 17. © comScore, Inc. Proprietary. 17 © comScore, Inc. Proprietary. The top three posts of 2013 in Brasil, 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 #estadodesocialmedia
  18. 18. © comScore, Inc. Proprietary. 18 #estadodesocialmedia 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
  19. 19. © comScore, Inc. Proprietary. 19 Measuring Your Engaged Audience (not just Fans/Followers)
  20. 20. © comScore, Inc. Proprietary. 20 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 #estadodesocialmedia
  21. 21. © comScore, Inc. Proprietary. 21 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 #estadodesocialmedia
  22. 22. © comScore, Inc. Proprietary. 22 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. #estadodesocialmedia Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 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 Average Number of Posts Across Brasil’s Top Pages Source: Shareablee January 2013 to June 2014. Brasil Pages -5% 100 95 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% 140K 240K
  23. 23. © comScore, Inc. Proprietary. 23 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. 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% #estadodesocialmedia Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
  24. 24. © comScore, Inc. Proprietary. 24 Action Growth: Engagement with Facebook pages in Latin America largely follows the same trend in growth that attracting fans does across the region. #estadodesocialmedia Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 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
  25. 25. © comScore, Inc. Proprietary. 25 Twitter sees a more significant increase in total engagement, even while the number of tweets don’t increase dramatically. #estadodesocialmedia Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Average Number of Tweets Across Brasil’s Top Pages Source: Shareablee January 2013 to June 2014. Brasil Pages +12% 34 79 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Average Social Moments Across Brasil’s Top Twitter Pages Source: Shareablee January 2013 to June 2014. Brasil Pages +184% 140K 240K
  26. 26. © comScore, Inc. Proprietary. 26 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. +184% +233% +219% +455% +1410% +172% +264% Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
  27. 27. © comScore, Inc. Proprietary. 27 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: Facebook, Twitter, Instagram. Jan 2013-May 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 Average Number of Media Across Brasil’s Top Pages Source: Shareablee January 2013 to June 2014. Brasil Pages +177% 100 95 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 3.85M
  28. 28. © comScore, Inc. Proprietary. 28 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 #estadodesocialmedia Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
  29. 29. © comScore, Inc. Proprietary. 29 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 +538% Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
  30. 30. © comScore, Inc. Proprietary. 30 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. +209% +788% +359% +369% #estadodesocialmedia Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
  31. 31. © comScore, Inc. Proprietary. 31 #estadodesocialmedia 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% Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
  32. 32. © comScore, Inc. Proprietary. 32 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. Q2 2013 559M Actions Q2 2014 1.02BN Actions #estadodesocialmedia Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014
  33. 33. © comScore, Inc. Proprietary. 33 Measuring Audience Quality
  34. 34. © comScore, Inc. Proprietary. 34 #estadodesocialmedia 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 Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jun 2014
  35. 35. © comScore, Inc. Proprietary. 35 How much of my engagement consists of what I value most? 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, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia
  36. 36. © comScore, Inc. Proprietary. 36 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. Jan 2013-Jun 2014 #estadodesocialmedia
  37. 37. © comScore, Inc. Proprietary. 37 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 -10% +93% +129% +189% +71% +30% +17% Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia
  38. 38. © comScore, Inc. Proprietary. 38 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%) 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 Brasil’s Top Facebook Properties Source: Shareablee January 2013 to May 2014. Brasil Pages -10% 28M 25M Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia
  39. 39. © comScore, Inc. Proprietary. 39 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, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia
  40. 40. © comScore, Inc. Proprietary. 40 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, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia
  41. 41. © comScore, Inc. Proprietary. 41 The Impact of Content Strategy
  42. 42. © comScore, Inc. Proprietary. 42 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, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia 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 +29% -5% +35%
  43. 43. © comScore, Inc. Proprietary. 43 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. Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia 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 +17%
  44. 44. © comScore, Inc. Proprietary. 44 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 Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia
  45. 45. © comScore, Inc. Proprietary. 45 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, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia
  46. 46. © comScore, Inc. Proprietary. 46 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 Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia
  47. 47. © comScore, Inc. Proprietary. 47 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 Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014 #estadodesocialmedia
  48. 48. © comScore, Inc. Proprietary. 48 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%. Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Aug 2014 #estadodesocialmedia

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