State of Social Media in Latin America Presentation 22JUL14

El Estado de Social Media en
Amrica Latina
Julio, 2014.
Ivn Marchant, Vice President comScore Mexico

imarchant@comscore.com
www.facebook.com/comscoreinc
@comScoreLATAM
Tania Yuki, Founder & CEO Shareablee

tania@shareablee.com
comScore, Inc.
www.comscore.com
Proprietary.
#EstadoDeSocialMedia
comScore Potencia su Panel de Datos para Entregar una Visin Digital

de su Negocio
Panel de 2 Millones de Personas
Vista 360del Comportamiento de las
Personas
Visitas Web y
comportamiento
de Bsqueda Exposicin a
Compras
Online y
Publicidad
Offline
Online
Panel PERSON-Centric con

Medicin SITIO WEB-Censal
PANEL
CENSO
Advertising
Effectiveness
Transacciones
Consumos de
Medios y Video
PANEL
Demografas,
Estilos de Vida
y Actitudes
Unified Digital Measurement (UDM)

Patent-Pending Methodology
1 Million Domains Participating
Internet Mvil
Uso y
Comportamiento
Adopted by 90% of Top 100 U.S. Media Properties
comScore, Inc.
Proprietary.
Entorno de la Industria de Social

Media
comScore, Inc.
Proprietary.
comScore, Inc. Proprietary.
Crecimiento en el Nmero de Visitas a Sitios de Social Media a Nivel

Mundial
Visitas Totales (MM)

120,000
+9.4%
100,000
Total Internet
80,000
60,000
40,000
Total Internet
Social Media
+16.0%
20,000
Social Media
comScore, Inc.
Proprietary.
Fuente: comScore Media Metrix Abril 2013 Abril 2014, Global, Hogar o Trabajo, Slo PC-Laptop,
15+
Engagement en Redes Sociales por Regin
Horas Promedio por Visitante
8.67
8.07
6.08
5.39
2.47
Amrica Latina
Europa
Amrica del
Norte
Medio Oriente frica
Asia Pacfico
comScore, Inc.
Proprietary.
Fuente: comScore Media Metrix Abril 2014, Global, Hogar o Trabajo, Slo PC-Laptop, Edad 15+
En Todas las Regiones del Mundo, las Mujeres son ms Sociales
Promedio de Horas por Visitante

8.27
Amrica Latina
7.14
Europa
5.28
Amrica del Norte
4.75
Global
9.08
8.99
6.82
5.88
2.34
2.62
Asia Pacfico
Hombres
Mujeres
comScore, Inc.
Proprietary.
Fuente: comScore Media Metrix Abril 2014, Hogar o Trabajo, Slo PC-Laptop, Edad 15+
En Amrica Latina Pasan en Promedio ms Minutos por Visita en

Sitios de Redes Sociales que el Promedio en Otras Regiones
Minutos Promedio por Visita en Sitios de Social

Media
17.0
16.4
Amrica Latina
Medio Oriente - Africa
Europa
Global
Norteamrica
Asia Pacfico
comScore, Inc.
Proprietary.
Perfil de la Audiencia de Social Media en Amrica Latina
% del Total de Visitantes nicos

32.8
Mujeres
50%
27.7
Hombres
50%
19.6
12.4
7.5
Personas: 15-24
25-34
35-44
45-54
55+
comScore, Inc.
Proprietary.
Fuente: comScore Media Metrix, Abril 2014, Hogar o Trabajo, Slo PC/Laptop, Edad 15+
En Amrica Latina Existe Mayor Engagement y Afinidad a las Redes

Sociales del Grupo de 15 a 24 Aos de Edad
ndice de Afinidad
Persons: 15-24
101.8
Persons: 25-34
Persons: 35-44
99.4
120.6
92.5
99.0
Persons: 45-54
Persons: 55+
ndice de Engagement
88.7
99.5
98.0
89.4
84.4
comScore, Inc.
Proprietary.
Social Media es la Categora que ms Tiempo est en las PC/Laptops

de los Internautas Latinoamericanos
Minutos Totales (MM)

86,636
54,688
39,112
Social Media
Corporate
Presence
Services
30,502
27,951
Portals
Entertainment
comScore, Inc.
Proprietary.
10
Distribucin del Tiempo Consumido en Redes Sociales en Amrica

Latina
Twitter
1.4%
Facebook
95.6%
Other
4.4%
Ask.fm
0.9%
Badoo
0.6%
Tumblr
0.4%
LinkedIn
0.4%
Vostu
0.4%
Taringa
0.3%
comScore, Inc.
Proprietary.
Fuente: comScore Media Metrix, Abril 2014, Hogar o Trabajo, Mxico, Slo PC/Laptop, Edad 6+
11
Mxico es el Pas con Mayor Alcance en Sitios de Redes Sociales a

Nivel Mundial, Argentina, Per y Chile ocupan del 4 al 6 Sitio
% Alcance
Mxico
98.2
Federacin Rusa
97.8
Turqua
97.5
Argentina
97.4
Per
97.2
Chile
97.1
Portugal
97.0
Israel
97.0
Colombia
96.8
Amrica Latina
95.8
comScore, Inc.
Proprietary.
12
Brasil es el Pas de Amrica Latina con Mayor Nmero de Visitantes

Diarios en Promedio
Promedio Visitantes Diarios (000)

59,420
28,575
7,031
Amrica
Latina
Brasil
Argentina
6,916
Mxico
4,019
2,270
1,837
Colombia
Per
Chile
comScore, Inc.
Proprietary.
13
Minutos y Pginas Vistas de Sitios de Redes Sociales por Pas
Total Pginas Vistas (MM)
Amrica
Latina
Brasil
Argentina
Mxico
Colombia
Per
2,141
1,925
2,841
2,406
5,581
4,349
8,972
7,782
10,092
9,703
55,240
49,682
96,704
85,934
Minutos Totales (MM)
Chile
comScore, Inc.
Proprietary.
14
Mxico pasa Ms Minutos en Promedio por Da que Colombia en Sitios

de Redes Sociales pero Visita en Promedio Menos Pginas
Minutos Promedio por

Da
Pginas Promedio por

Da
62.4
56.1
52.5
46.7 44.5
46.3
41.8
44.8
40.4
36.3 34.9 34.2

33.8
BR
AL
AR
MX CO
PE
CL
BR
AL
AR
MX CO
PE
37.6
CL
comScore, Inc.
Proprietary.
15
Principales Sitios de Redes Sociales en Amrica Latina
Total Visitantes nicos (000)
1.
3.
2.
4.
5.
145,009
92,674
37,538
29,335
29,153
ARGENTINA
16,121
10,795
8,775
4,279
3,919
BRASIL
66,983
38,236
13,562
13,087
11,491
4,962
4,523
2,644
2,359
1,555
COLOMBIA
10,813
6,540
3,673
3,128
2,905
MXICO
22,510
16,022
6,532
5,883
4,647
5,101
3,867
2,468
2,022
1,992
AMRICA LATINA
CHILE
PER
comScore, Inc.
Proprietary.
* Facebook, ShareThis, LinkedIn, Taringa, Twitter, g+, SlideShare

Fuente: comScore Media Metrix, Abril 2014, Hogar o Trabajo, Mxico, Slo PC/Laptop, Edad 15+
16
Facebook es un Lder Fuerte en Redes Sociales y se

est Fortaleciendo en Audiencias Mviles
U.S. Multi-Platform Unique Visitors (MM) on Social Networks
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Feb-2014
Facebook
Twitter
78.7
11.8
Instagram 6.5
Linkedin
Snapchat
Vine
31.4
20.0
9.2
Pinterest 7.2
Tumblr
25.6
8.6
40.0
35.9
19.2
18.1
60.8
47.1
YoY
Growth
+7%
+24%
+45%
12.1
27.4
+6%
+31%
13.9
+22%
21.7
N/A
11.5 9.9
N/A
Multi-Platform
Desktop Only
Mobile Only
comScore, Inc.
Proprietary.
17
La Mayora de Redes Sociales ven Mayor Engagement

va Mvil
U.S. Share of Time Spent on Social Networks Between Platforms
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Feb-2014
Social Networking
33%
67%
Facebook
32%
68%
Twitter
10%
90%
Instagram 2%
98%
Linkedin
Pinterest
69%
31%
7%
Tumblr
93%
52%
Snapchat
48%
100%
Vine 2%
98%
Desktop
Mobile
comScore, Inc.
Proprietary.
18
Millennials* Dominan las Tasas de Penetracin para

las Principales Redes Sociales
U.S. Penetration Among Selected Leading Social Networks**

Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013
91%
85%
69%
46% 39%
30% 27% 27%
27% 32%
17%
Age 18-34
19% 26%
33%
32%
5%
12% 18% 12% 15%
Age 35-54
Facebook.com
Instagram.com
Twitter.com
Pinterest.com
Linkedin
Snapchat, Inc
1%
Age 55+
Tumblr.com
*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.
comScore, Inc.
Proprietary.
19
El Estado de Social Media

Presentando Shareablee en
Amrica Latina
comScore, Inc.
Proprietary.
comScore, Inc. Proprietary.
20
Shareablee: Nuestro Acercamiento a la Medicin Social
Audience
Engagement
Insights
Benchmarking
Competitivo
Anlisis
Predictivo
Accionable
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
21
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
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
22
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
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
23
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
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
24
The top three posts from Chile, Argentina and Colombia followed a
similar ratio of actions as the top posts from Mexico.
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
25
The top three posts of 2013 in Brazil, however, all saw a higher ratio of
Shares than Likes, and also garnered more than 2 million actions
combined (71% of these actions were shares)
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
26
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
comScore, Inc.
Proprietary.
27
Measuring Your Engaged

Audience
(not just Fans/Followers)
comScore, Inc.
Proprietary.
28
Brands have focused on amassing huge amounts of fans, but how do

you measure their value?
Number of Fans
2,500,000
2,000,000
1,500,000
1,000,000
500,000
January
February
Mexico - Entertainment
Mexico - Fashion/Clothing
Mexico - TV
March
April
May
Mexico - QSR
Mexico - Food/Beverage
Mexico - Media/News/Publishing
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
29
By measuring by the size of a companys active audience, you can get

an idea of what the ROI for social media is.
Unique Engaged Audience

400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,000
0
January
February
Mexico - TV
March
April
May
Mexico - QSR
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
30
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.
Fan Growth across Facebook in Latin America
1,800,000
Source: Shareablee January 2013 to June 2014.

1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
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
Argentina Pages
+173%
Brasil Pages
+179%
Chile Pages
+314%
Colombia Pages
+255%
Proprietary.
Peru Pages
+196%
+205%
LatAm
+194%
Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook, Twitter, Instagram
comScore, Inc.
Mexico Pages
comScore, Inc.
Proprietary.
January 2013 to Jun 2014
31
Action Growth: Engagement with Facebook pages in Latin America largely

follows the same trend in growth that attracting fans does across the region.
Actions Growth across Facebook in Latin America
300,000
250,000
200,000
150,000
100,000
50,000
0
Argentina Pages
+69%
Brasil Pages
+71%
Chile Pages
Colombia Pages
Mexico Pages
Peru Pages
+87%
+137%
+223%
+181%
Proprietary.
+110%

comScore, Inc.
LatAm
comScore, Inc.
Proprietary.
32
Social Audiences Are Growing Fast, with total social moments across Facebook
increasing by 223% since 2013 across top properties in Mexico. Mexico doesnt
experience the fastest fan growth, but it sees the highest engagement growth.
Average Number of Fans Across Mexicos Top Pages
+196%

Mexico Pages
650K
220K
Average Social Moments Across Mexicos Top Facebook Pages
+223%

Mexico Pages
144K
44K
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
33
January 2013 to June 2014
Social Audiences Are Growing Fast, with total social moments across Twitter increasing
by 207% since 2013 across top properties in Mexico.
Average Number of Followers Across Mexicos Top Pages
+919%
Source: Shareablee January 2013 to May 2014.

Mexico Pages
100K
10K
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 Mexicos Top Twitter Pages
+907%

Mexico Pages
6535
611
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
January 2013 to May 2014
34
Instagram Activity: Brazil has seen by far the largest spike in Instagram
activity, pioneering the use of the social platform in Latin America.
Instagram Actions Growth in Latin America
4,500,000

4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
Argentina Pages
+171%
Brasil Pages
Chile Pages
+751%
+183%
Colombia Pages
+52,000%
Mexico Pages
+2082%
Proprietary.
+1278%

comScore, Inc.
Peru Pages
comScore, Inc.
Proprietary.
35
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
Monthly Actions on Instagram across Brazil's Top Properties
+751%

Brasil Pages
3.8M
452K

comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
36
ENGAGEMENT BY
PLATFORM:
The Pie is Growing
(But Facebook still rules)
1.5%
1.2%
50%
0.2% 0.4%
97.2%
Q1 2013
458M Actions
99.3%
Q1 2014
633M Actions
comScore, Inc.

Proprietary.
37
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.
Q1 2014
Q1 2013
Peru Pages
9%
Peru Pages Argentina

Pages
8%
8%
Argentina Pages
7%
Mexico
Pages
19%
Colombia
Pages
4%
Mexico Pages
27%
Chile Pages
3%
Brazil Pages
58%
Colombia Pages
4%
Q1 2013
458M Actions
Q1 2014
633M Actions
Chile Pages
3%

comScore, Inc.
Proprietary.
Brazil Pages
50%
comScore, Inc.
Proprietary.
38
Mexico Trends by Verticals: Media/News/Publishing and TV dominate, while

there is a steady increase in actions as a whole among industries.
Actions Amplification across Facebook
40,000,000
+1,465%
35,000,000
30,000,000
25,000,000
20,000,000
+1,293%
15,000,000
10,000,000
5,000,000
Mexico - Automotive
Mexico - Finance/Banking
Mexico - Other
Mexico - Technology
Mexico - CPG
Mexico - QSR
Mexico - Telecom
Mexico - Health/Beauty
Mexico - Retail
Mexico - Travel/Leisure

comScore, Inc.
Proprietary.
Mexico - Sports
Mexico - TV
comScore, Inc.
Proprietary.
39
Brasil Trends by Verticals: Media/News/Publishing dominates Brasils

engagement in 2014
100,000,000
+538%
90,000,000
80,000,000
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
Brasil - Automotive
Brasil - Finance/Banking
Brasil - Other
Brasil - Technology
Brasil - CPG
Brasil - Food/Beverage
Brasil - QSR
Brasil - Telecom
Brasil - Entertainment
Brasil - Health/Beauty
Brasil - Retail
Brasil - Travel/Leisure

comScore, Inc.
Proprietary.
Brasil - Fashion/Clothing
Brasil - Media/News/Publishing
Brasil - Sports
Brasil - TV
comScore, Inc.
Proprietary.
40
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.
35,000,000

+1,363%
30,000,000
25,000,000
20,000,000
+1,064%
15,000,000
10,000,000
+60%
5,000,000
+6%
0
Mexico - Telecom

comScore, Inc.
Proprietary.
Mexico - TV
comScore, Inc.
Proprietary.
41
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.
8,000,000
+40%
7,000,000
6,000,000
5,000,000
+59%
4,000,000
3,000,000
2,000,000
1,000,000
0
Mexico - Automotive
Mexico - CPG
Mexico - Quick Serve Restaurant
Mexico - Retail
Mexico - Technology
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
42
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.
500,000,000

+209%
450,000,000
400,000,000
350,000,000
+788%
300,000,000
250,000,000
+369%
200,000,000
+359%
150,000,000
100,000,000
50,000,000
0
Global - Automotive
Global - Finance/Banking
Global - Quick Serve Restaurant
Global - Travel/Leisure
Global - CPG
Global - Food/Beverage
Global - Retail
Global - TV
Global - Entertainment
Global - Health/Beauty
Global - Technology

comScore, Inc.
Proprietary.
Global - Fashion/Clothing
Global - Media/News/Publishing
Global - Telecom
comScore, Inc.
Proprietary.
43
Measuring Audience Quality
comScore, Inc.
Proprietary.
44
How Loyal are Social Audiences?
% Returning
Chile
35%
Mexico
33%
Colombia
32%
Peru
29%
Argentina
28%
Brasil
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
comScore, Inc.
Proprietary.
45
How much of my engagement consists of what I value most?
78%
83%
86%
85%
91%
94%
91%
88%
84%
85%
90%
89%
88%
3%
6%
8%
6%
83%
84%
10%
7%
7%
9%
88%
6%
5%
12%
2%
2%
5%
12%
2%
4%
11%
1%
7%
3%
6%
3%
9%
Shares
13%
6%
16%
Comments
11%
Proprietary.
5%
5%
7%
Likes
comScore, Inc.
5%
comScore, Inc.
Proprietary.
January to May 2014
46
Brazil sees a much higher overall volume of Sharing, which could

indicate why the audience is typically more active.
60%
65%
75%
78%
87%
85%
85%
88%
73%
78%
85%
79%
79%
7%
6%
87%
90%
77%
84%
4%
3%
6%
5%
3%
37%
19%
3%
10%
3%
12%
2%
5%
3%
13%
7%
32%
10%
19%
2%
21%
4%
10%
6%
Shares
Comments
Proprietary.
15%
11%
14%
15%
12%
13%
11%
Likes
comScore, Inc.
4%
comScore, Inc.
Proprietary.
January to June 2014
47
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
Amplification across Facebook in Latin America
35,000,000

30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
Argentina Pages
+30%
Brasil Pages
Chile Pages
Colombia Pages
+93%
+129%
-10%
Mexico Pages
+189%
Proprietary.
+71%
LatAm
+17%

comScore, Inc.
Peru Pages
comScore, Inc.
Proprietary.
48
Sharing of Content in Mexico has jumped 189% while post frequency

has only increased by 37% since January 2013.
Total Amplification Across Mexicos Top Facebook Properties
+189%

Mexico Pages
9.1 M
3.1 M
Jan-13
Mar-13
May-13
Jul-13
Sep-13
Nov-13
Jan-14
Mar-14
May-14
Jan 2013
June 2014
3,148,995
9,087,983
(+189%)
Shares per Post
41
87
(+112%)
Posts
121
166
(+37%)
Total Shares

comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
49
Media/News/Publishing pages dominate the total amount of shares in Mexico,

but Entertainment, Food/Beverage and TV have a strong showing as well.
CPG
1%
Telecom
0%
Technology
1%
Quick Serve Restaurant
0%
Travel/Leisure Automotive
1%
1%
Retail
2%
TV
10%
% of Shares
Entertainment
7%
Fashion/Clothing
4%
Automotive
CPG
Finance/Banking
0%
Entertainment
Other
2%
Fashion/Clothing
Finance/Banking
Food/Beverage
8%
Food/Beverage
Health/Beauty
3%
Health/Beauty
Media/News/Publishing
Other
60%
Retail
Technology
Telecom
Travel/Leisure
TV

comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
January to May 2014
50
Measuring Social Discussions: Media/News and Publishing still sees

the highest portion of commenting, but TV took a much larger share.
Category
Share of Social Word of Mouth

Automotive
1%
CPG
0%
Entertainment
8% Fashion/Clothing
2%
Finance/Banking
0%
TV
19%
Travel/Leisure
2%
Telecom
1%
Technology
2%
Retail
1%
Quick Serve
Restaurant
1%
Food/Beverage
7%
Health/Beauty
1%
Other
3%
Media/News/Publish
ing
52%
Per post
Engagement (%)
Automotive
CPG
0.34%
0.00%
Entertainment
0.08%
Fashion/Clothing
0.22%
Finance/Banking
0.09%
Food/Beverage
0.15%
Health/Beauty
0.18%
Other
Retail
Technology
Telecom
Travel/Leisure
TV
0.27%
0.08%
0.05%
0.07%
0.09%
0.03%
0.13%
0.10%
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
51
The Impact of Content Strategy
comScore, Inc.
Proprietary.
52
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)
Average Monthly Posts Per Brand across Facebook
180

160
140
120
100
80
60
40
20
Argentina Pages
+16%
Brasil Pages
Chile Pages
Colombia Pages
+8%
+34%
-5%
Mexico Pages
+37%
Proprietary.
+79%
LatAm
+29%

comScore, Inc.
Peru Pages
comScore, Inc.
Proprietary.
53
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.
Average Monthly Posts Per Brand in Mexico across Facebook
700
+209%
600
500
+788%
400
+369%
300
200
100
0
Jan-13
Mar-13
May-13
Mexico Pages
Mexico - Sports
Mexico - TV
Jul-13
Mexico - Automotive
Mexico - Other
Mexico - Technology
Sep-13
Nov-13
Mexico - CPG
Mexico - QSR
Mexico - Telecom
Proprietary.
Mar-14
May-14
Mexico - Retail

comScore, Inc.
Jan-14
comScore, Inc.
Proprietary.
54
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%)
Average Monthly Posts Per Brand in Peru across Facebook
1,600

1,400
1,200
1,000
800
600
400
200
0
Jan-13
Mar-13
Peru Pages
Peru - Fashion/Clothing
Peru - Media/News/Publishing
Peru - Sports
May-13
Jul-13
Peru - Automotive
Peru - Finance/Banking
Peru - Other
Peru - Technology
Sep-13
Nov-13
Peru - CPG
Peru - Food/Beverage
Peru - QSR
Peru - Telecom
Proprietary.
Mar-14
May-14
Peru - Entertainment
Peru - Health/Beauty
Peru - Retail
Peru - Travel/Leisure

comScore, Inc.
Jan-14
comScore, Inc.
Proprietary.
55
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.
% Type of Posts - Facebook
78%
14%
4%
3%
88%
% Engagement Driven by These Posts Facebook
7%
2%
3%
Mexico Pages
Status
Link
Video
Photo
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
January to May 2014
56
How much is post type strategy affected by vertical in Mexico?

Photo
% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Video
Status
Link
93.0%
68.7%
50.3%
45.7%
24.0%
2.1%
3.1%
1.8%
1.6%
4.0%
2.4%
3.2%
% ENGAGEMENT
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
91.7%
90.9%
75.5%
23.0%
8.7%
0.3%
0.9%
0.2%
comScore, Inc.
5.0%
0.7%
Proprietary.
comScore, Inc.
Proprietary.
2.5%
0.8%

57
How much is post type strategy affected by vertical in Chile?

Photo
% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Video
Status
Link
87.1%
71.7%
66.3%
25.8%
16.8%
4.4%
4.6%
Chile - Fashion/Clothing
8.4%
7.6%
3.8%
2.6%
0.4%
Chile - Media/News/Publishing
Chile - Travel/Leisure
% ENGAGEMENT
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
91.4%
91.0%
3.0%
4.4%
85.8%
8.1%
1.5%
Chile - Fashion/Clothing
0.0%
Chile - Media/News/Publishing
comScore, Inc.
Proprietary.
3.6%
0.4%
comScore, Inc.
Proprietary.
5.4%
2.2%
Chile - Travel/Leisure

58
How much is post type strategy affected by vertical in Peru?

Photo
% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Video
Status
Link
92.6%
72.9%
63.8%
30.5%
19.3%
6.7%
0.9%
0.5%
5.3%
3.9%
2.2%
0.6%
% ENGAGEMENT
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
89.3%
80.0%
77.4%
16.1%
15.4%
6.6%
1.6%
0.2%
0.5%
comScore, Inc.
7.7%
2.4%
Proprietary.
comScore, Inc.
Proprietary.
0.9%

59
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.
Photo
% POST
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Video
Status
Link
89.0%
77.9%
45.0%
44.5%
14.8%
2.8%
2.4%
5.8%
3.0%
7.4%
3.0%
4.3%
% ENGAGEMENT
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
99.4%
91.7%
61.5%
33.4%
0.4%
0.1%
2.9%
0.1%
comScore, Inc.
3.0%
2.2%
Proprietary.
comScore, Inc.
Proprietary.
1.1%
4.1%

January to May 2014
60
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.
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
61
Some brands/industries use certain calls to action to drive more engagement

(likes, shares, comments). What about Including Questions with Facebook Posts?
Posts
13%
Engagement
87%
18%
0%
10%
82%
20%
30%
Includes Question
40%
50%
60%
70%
80%
90%
100%
Does Not Include Question
* For Media/News/Publishing pages in Mexico, Including Questions in

2014 YTD was a strategy that increased engagement by 37%.

comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
January to May 2014
62
Media/News/Publishing properties use interactive content to generate

activity and increasing likes, comments and shares.
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
63
Sponsors of the World Cup have seen an upward trend in activity that should
continue to increase based on the trends of 2013.
Social Moments on Facebook
+27%
World Cup Sponsors
7M
5.5M
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13
Jul-13
Total Category Actions

Average Unique Engaged Audience
Posts (Total)
Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14
Jan 2013
Apr 2014
5,511,942
7,019,147
(+27%)
124,456
143,991
(+16%)
1,425
1,570
(+10%)
comScore, Inc.
Proprietary.
comScore, Inc.
Proprietary.
64
January 1, 2013 to April 30, 2014
Developing a successful strategy that amplifies your brand

Upon embracing these metrics, the skys 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 1:
Building Block 2:
Building Block 3:
Growth
and
Engagement
Metrics
Audience
Quality Metrics
Content
Strategy
Metrics
comScore, Inc.
Proprietary.
65
Q&A
Por favor djenos saber si tiene preguntas.

@comScoreLATAM

comScore, Inc.
www.comscore.com
Proprietary.
Gracias!
El Estado de Social Media en Amrica Latina

@comScoreLATAM

comScore, Inc.
www.comscore.com
Proprietary.

State of Social Media in Latin America Presentation 22JUL14

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El Estado de Social Media en

Ivn Marchant, Vice President comScore Mexico

Tania Yuki, Founder & CEO Shareablee

comScore Potencia su Panel de Datos para Entregar una Visin Digital

Panel PERSON-Centric con

Unified Digital Measurement (UDM)

Adopted by 90% of Top 100 U.S. Media Properties

Entorno de la Industria de Social

comScore, Inc. Proprietary.

Crecimiento en el Nmero de Visitas a Sitios de Social Media a Nivel

Visitas Totales (MM)

Engagement en Redes Sociales por Regin

Horas Promedio por Visitante

Medio Oriente frica

En Todas las Regiones del Mundo, las Mujeres son ms Sociales

Promedio de Horas por Visitante

Amrica del Norte

En Amrica Latina Pasan en Promedio ms Minutos por Visita en

Minutos Promedio por Visita en Sitios de Social

Medio Oriente - Africa

Perfil de la Audiencia de Social Media en Amrica Latina

% del Total de Visitantes nicos

En Amrica Latina Existe Mayor Engagement y Afinidad a las Redes

Social Media es la Categora que ms Tiempo est en las PC/Laptops

Minutos Totales (MM)

Distribucin del Tiempo Consumido en Redes Sociales en Amrica

Mxico es el Pas con Mayor Alcance en Sitios de Redes Sociales a

Brasil es el Pas de Amrica Latina con Mayor Nmero de Visitantes

Promedio Visitantes Diarios (000)

Minutos y Pginas Vistas de Sitios de Redes Sociales por Pas

Total Pginas Vistas (MM)

Minutos Totales (MM)

Mxico pasa Ms Minutos en Promedio por Da que Colombia en Sitios

Minutos Promedio por

Pginas Promedio por

36.3 34.9 34.2

Principales Sitios de Redes Sociales en Amrica Latina

Total Visitantes nicos (000)

* Facebook, ShareThis, LinkedIn, Taringa, Twitter, g+, SlideShare

Facebook es un Lder Fuerte en Redes Sociales y se

La Mayora de Redes Sociales ven Mayor Engagement

Millennials* Dominan las Tasas de Penetracin para

U.S. Penetration Among Selected Leading Social Networks**

30% 27% 27%

12% 18% 12% 15%

El Estado de Social Media

comScore, Inc. Proprietary.

Shareablee: Nuestro Acercamiento a la Medicin Social

Shareablee uses big data to help marketers

Measuring What Matters in Social Media

Measuring Your Engaged

Brands have focused on amassing huge amounts of fans, but how do

By measuring by the size of a companys active audience, you can get

Unique Engaged Audience

Source: Shareablee January 2013 to June 2014.

Source: Shareablee Social Loyalty Platform 2014

January 2013 to Jun 2014

Action Growth: Engagement with Facebook pages in Latin America largely

Source: Shareablee Social Loyalty Platform 2014

January 2013 to Jun 2014

Average Number of Fans Across Mexicos Top Pages

Source: Shareablee January 2013 to June 2014.

Average Social Moments Across Mexicos Top Facebook Pages

Source: Shareablee January 2013 to June 2014.