estado de social media en méxico 2014

© comScore, Inc. Proprietary.

El Estado de Social Media en

México

Junio, 2014.

Alejandro Fosk, Senior Vice President Latin America

Iván Marchant, Vice President Mexico

Tania Yuki, Founder & CEO Shareablee

www.comscore.com

www.facebook.com/comscoreinc

@comScoreLATAM

#EstadoDeSocialMedia


#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


#EstadoDeSocialMedia © comScore, Inc. Proprietary. 3

Entorno de la Industria de Social

Media



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



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 delNorte

Medio Oriente -África

Asia Pacífico

Horas Promedio por Visitante


#EstadoDeSocialMedia 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



México es el País con Mayor Alcance en Sitios de Redes Sociales a

Nivel Mundial

Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+

98.2

97.8

97.5

97.4

97.2

97.1

97.0

97.0

96.8

95.8

México

Federación Rusa

Turquía

Argentina

Perú

Chile

Portugal

Israel

Colombia

América Latina

% Alcance



Los Mexicanos Pasan en Promedio más Minutos por Visita en Sitios

de Redes Sociales que el Promedio Mundial

16.0

12.9

Minutos Promedio por Visita en Sitios de Redes Sociales

México Global


#EstadoDeSocialMedia 9 Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, Sólo PC/Laptop, Edad 6+

Perfil de la Audiencia de Social Media en México

15.1

31.0

21.0

16.9

10.7

5.2

Persons: 6-14 15-24 25-34 35-44 45-54 55+

% del Total de Visitantes Únicos

Hombres 51%

Mujeres 49%



97.3

120.1

94.8

85.4

82.6

76.5

Índice de Engagement

64.4

107.4

106.5

106.6

104.3

102.9

Persons: 6-14

Persons: 15-24

Persons: 25-34

Persons: 35-44

Persons: 45-54

Persons: 55+

Índice de Afinidad

Existe Mayor Afinidad a las Redes Sociales del Grupo de 15 a 44 Años

pero Mayor Engagement en el Grupo de 15 a 24

Fuente: comScore Media Metrix® Mayo 2014, Hogar o Trabajo, Sólo PC-Laptop, Edad 6+



Social Media es la Categoría que más Tiempo está en las PC/Laptops

de los Internautas Mexicanos

8,229

6,381

4,285 3,742

3,024

Social Media CorporatePresence

Services Entertainment Multimedia

Minutos Totales (MM)



21,956

17,117

6,941

6,858

5,547

3,076

2,781

2,630

1,737

1,394

Facebook

ShareThis

Taringa.net

Linkedin

Slideshare.net

Twitter.com

Ask.FM

Google Plus

Linkedin

Tumblr.com

To

tal V

isit

an

tes Ú

nic

os (

000)

Ranking de las Principales Redes Sociales en México

Facebook Lidera el Ranking seguido de ShareThis

Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, México, Sólo PC/Laptop, Edad 6+

33.3

24.8

30.8

29.3

31.4

29.4

31.6

30.2

Edad

Prom.

28.2

38.6


#EstadoDeSocialMedia 13 Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, México, Sólo PC/Laptop, Edad 6+

Distribución del Tiempo Consumido en Redes Sociales en México

Facebook 95.6%

Ask.fm 1.4%

Tumblr 0.9%

Twitter.com 0.6%

Linkedin 0.4%

Deviantart.com 0.4%

Badoo.com 0.4%

Taringa.net 0.3%

Other 4.4%



10,172

14,662

Total Unique Viewers (000)

+ 44%

Fuente: comScore Video Metrix®, Mayo 2013 - 2014, Hogar o Trabajo, México, Sólo PC/Laptop, 15+

El Acceso a Videos a Través de Sitios de Social Media en Franco

Crecimiento



84,267

150,846

Videos (000)

Fuente: comScore Video Metrix®, Mayo 2013 - 2014, Hogar o Trabajo, México, Sólo PC/Laptop, 15+

Número de Videos Disponibles en Sitios de Redes Sociales

Creció 79% en el último año

+ 79% Lanzamiento Video

“Gorilla” de Bruno

Mars en Facebook



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



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



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


#EstadoDeSocialMedia © comScore, Inc. Proprietary. 19

El Estado de Social Media en

México

Presentando Shareablee en

México


#EstadoDeSocialMedia 20 © comScore, Inc. Proprietary.

Shareablee: Nuestro Acercamiento a la Medición Social

Benchmarking Competitivo

Audience Engagement

Insights

Análisis Predictivo Accionable



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



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…



These three posts each garnered more than a quarter million unique

interactions for Cinemex, Kotex Mexico and Friso Mexico in 2013.

https://www.facebook.com/83988183288/posts/10151848495513289











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



Measuring Your Engaged

Audience

(not just Fans/Followers)



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



By measuring by the size of a company’s active audience, you can get

an idea of what the ROI for social media is.

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

January February March April May

Unique Engaged Audience

Mexico - Entertainment Mexico - QSR

Mexico - Fashion/Clothing Mexico - Food/Beverage

Mexico - TV Mexico - Media/News/Publishing



Social Audiences Are Growing Fast, with total social moments across Facebook

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 Facebook Pages Source: Shareablee January 2013 to May 2014.

Mexico Pages

+207%


Average Number of Fans Across Mexico’s Top Pages Source: Shareablee January 2013 to May 2014.

Mexico Pages

+183%

284K 805K

63K

193K

January 2013 to May 2014

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook, Twitter, Instagram



Social Audiences Are Growing Fast, with total social moments across Twitter increasing

by 207% since 2013 across top properties in Mexico.


Average Social Moments Across Mexico’s Top Twitter Pages Source: Shareablee January 2013 to May 2014.

Mexico Pages

+907%


Average Number of Fans Across Mexico’s Top Pages Source: Shareablee January 2013 to May 2014.

Mexico Pages

+919%

10K 100K

611

6535






The Rise of Instagram: Social Audiences Are Growing Fast, particularly in

their use of Instagram. Brands have seen an almost 1400% increase since

January of 2013.

Instagram: January 2013 to May 2014 By the Numbers

Engaged Social Moments across Top Instagram Properties 3.6M

Total Pieces of Content Posted by Mexico’s Top Instagram

Properties 10K

Actions per Post (average) 358


Monthly Actions on Instagram across Mexico’s Top Properties Source: Shareablee January 2013 to May 2014.

Mexico Pages

+1371%

26K 387K






96.9%

0.6% 2.5%

ENGAGEMENT BY

PLATFORM:

The Pie is Growing

(But Facebook still rules) 50%

Q1 2013

70M Actions

Q1 2014

140M Actions

99.1%

0.4% 0.6%



0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000


Actions Amplification across Facebook Source: Shareablee January 2013 to May 2014.

Mexico - Automotive Mexico - CPG Mexico - Entertainment Mexico - Fashion/Clothing

Mexico - Finance/Banking Mexico - Food/Beverage Mexico - Health/Beauty Mexico - Media/News/Publishing

Mexico - Other Mexico - Quick Serve Restaurant Mexico - Retail 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.






0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000



Mexico - Entertainment Mexico - Media/News/Publishing Mexico - Telecom Mexico - TV

Mexico Trends by Verticals: Breakout of Media/News/Publishing,

Entertainment, TV and Telecom verticals. There is a huge growth in activity in

this set of industries that is led by Media/News/Publishing.






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



Mexico - Automotive Mexico - CPG Mexico - Fashion/Clothing Mexico - Finance/Banking

Mexico - Food/Beverage Mexico - Health/Beauty Mexico - Quick Serve Restaurant Mexico - Retail

Mexico - Technology Mexico - Travel/Leisure

Mexico Trends by Verticals: How do the other industries look without

Publishers? Food/Beverage in Mexico dominates the set over this time period,

but there is positive growth in Fashion/Clothing as well.






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



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.






Argentina Pages

7%

Brasil Pages 59%

Chile Pages 2%

Colombia Pages

4%

Mexico Pages 21%

Peru Pages 7%

Q1 2013 Argentina Pages

6%

Brasil Pages 46%

Chile Pages 2%

Colombia Pages 2%

Mexico Pages 34%

Peru Pages 10%

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.



Q1 2013

329M Actions

Q1 2014

416M Actions




Measuring Audience Quality



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



How much of my engagement consists of what I value most?

12% 5%

12% 11% 7% 6% 9%

13% 16%

11% 5%

8% 6% 7% 9% 7%

5%

2%

2% 4%

1% 3% 3%

2%

6%

6%

5% 3% 6%

10% 7% 5%

83%

94%

86% 85% 91% 91% 88%

85% 78%

84% 90% 89% 88%

83% 84% 88%

Shares Comments Likes Source: Shareablee Social Loyalty Platform 2014


January to May 2014



Sharing of Content in Mexico has jumped 237% while post frequency

has only increased by 40% since January 2013.

Jan 2013 May 2014

Total Shares 2,430,013 8,200,028

(+237%)

Shares per Post 42 102

(+143%)

Posts 159 222

(+40%)





Total Amplification Across Mexico’s Top Facebook Properties Source: Shareablee January 2013 to May 2014.

Mexico Pages

+237%

2.4 M

8.2 M



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



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%



The Impact of Content Strategy



0

100

200

300

400

500

600

700


Average Monthly Posts Per Brand across Facebook Source: Shareablee January 2013 to May 2014.

Mexico - Automotive Mexico - CPG Mexico - Entertainment Mexico - Fashion/Clothing

Mexico - Finance/Banking Mexico - Food/Beverage Mexico - Health/Beauty Mexico - Media/News/Publishing

Mexico - Other Mexico - Quick Serve Restaurant Mexico - Retail Mexico - Technology

Mexico - Telecom Mexico - Travel/Leisure Mexico - TV

Post Frequency: how much should you post?






Post Type: Photos consistently drive content performance across top pages

in Mexico in 2014 YTD, while Status, Link and Video posts see a dip in

engagement

4.7%

31.4%

2.1%

61.8% % Type of Posts - Facebook

1.0% 11.7%

1.6%

85.7%

Mexico Pages

Status Link Video Photo

% Engagement Driven by These Posts -

Facebook

January to May 2014





How much is post type strategy affected by vertical in Mexico?

94.5%

50.8%

88.3%

2.5% 1.4% 2.4% 2.2% 2.4% 5.4%

0.8%

45.5%

3.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mexico - Fashion/Clothing Mexico - Media/News/Publishing Mexico - Travel/Leisure

Photo Video Status Link% POST

% ENGAGEMENT 93.3%

76.7%

93.0%

6.6% 0.6%

3.5% 0.1% 0.5% 2.5% 0.0%

22.2%

0.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mexico - Fashion/Clothing Mexico - Media/News/Publishing Mexico - Travel/Leisure

January to May 2014





How much is post type strategy affected by vertical on a Global Scale? Performances

are similar across the globe, except here Video posts underperform as well as

Statuses and Links continue to underperform across verticals.

89.0%

45.0%

77.9%

2.8% 3.0% 3.0% 2.4% 7.4%

4.3% 5.8%

44.5%

14.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure

Photo Video Status Link% POST

% ENGAGEMENT 99.4%

61.5%

91.7%

0.4% 2.9% 3.0% 0.1% 2.2% 1.1% 0.1%

33.4%

4.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure

January to May 2014





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.









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





Media/News/Publishing properties use interactive content to generate

activity and increasing likes, comments and shares.












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





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


www.comscore.com

www.facebook.com/comscoreinc

@comScoreLATAM

Tania Yuki | Shareablee

[email protected]

Thank you!

Please let us know if you have any questions.

#EstadoDeSocialMedia