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Burson-Marsteller Latin America Social Media Check-Up 2013
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  • Full text:The vast number of conversations happening online mean that we’ve exited a time when companies and brands could tally and sort through all of their media mentions each morning. We’re entering a new age of monitoring and evaluation.

Burson-Marsteller Latin America Social Media Check-Up 2013 Presentation Transcript

  • 1. Burson-Marsteller’s @bmlatam #LatAmSocial facebook.com/BMLatinAmericabm.com/social
  • 2. Study Methodology The study examines the use of social media by the top 25 companies, based on revenue, in Argentina, Brazil, Colombia, Chile, Mexico, Peru, Puerto Rico, Uruguay and Venezuela. In total, 225 companies were sampled. Specifically it looks at how these companies use: Twitter Facebook YouTube Google Plus Blogs The data for this study was pulled during June 2012. The data in this study is compared to Burson-Marsteller’s Latin America Social Media Study 2010, The Global Social Media Check- Up 2010 and The Global Social Media Check-Up 2012.2 *The Latin America Social Media Study 2010 did not include Uruguay, which has been included in this study.
  • 3. The Majority of Companies in Latin America Are Now Active on Social Media Companies Using at Least One Social Media Platform 87% 79% 65% 49% 2010 2012 2010 2012 Latin America Global3
  • 4. Percent of Companies in Argentina Using Social Media Platforms More Than Doubles Companies Using at Least One Social Media Platform 88% 84% 80% 76% 76% 76% 75% 64% 63% 60% 2010 57% 48% 2012 40% 36% 28% 25% 5%4
  • 5. Twitter Catches Up to Facebook as the Platform of Choice for Companies 50% 53% 2010 39% 2012 32% 31% 25% 20% 11% 12% Blogs5
  • 6. Twitter6
  • 7. The Percent of Companies in Latin America with Twitter Accounts Increased by 21 Percent Since 2010 82% +17% +21% 65% 53% 32% 2010 2012 2010 2012 Latin America Global7
  • 8. Percent of Companies with Twitter Accounts More than Doubles in Argentina, Peru, Puerto Rico and Venezuela 88% 80% 68% 68% 2010 60% 56% 53% 53% 2012 40% 43% 36% 35% 32% 32% 29% 15% 15% 12% 5%8
  • 9. Bank Customers in Venezuela Are Interacting with Financial Institutions via Social Media9
  • 10. The Average Number of Followers Per Corporate Account in Brazil and Mexico Skyrockets 66,958 2010 2012 43,01 33,77 7 7 31,78 4 19,02 13,00 3 9 8,496 4,206 4,814 4,714 2,626 1,538 1,624 525 2,240 1,005 788 777 8510
  • 11. One Company Uses Twitter to Share a Daily Newsletter That Includes Information for Prospective Employees11
  • 12. 53% of corporate accounts in Latin America engage with followers through @mentions or retweets12
  • 13. Conaprole Uses One Twitter Account as a Hub for the Facebook Pages of the Company’s Many Brands13
  • 14. Companies Are Tailoring Their Twitter Accounts to Meet The Needs of Customers from Different Markets14
  • 15. 15
  • 16. The Percent of Companies in Latin America Using Facebook Increased By 11 Percent +20% +11% 74% 50% 54% % 2010 2012 2010 2012 Latin America Global16 Source: Burson-Marsteller
  • 17. The Percent of Companies with Facebook Pages More Than Doubles in Argentina, Brazil, Peru and Puerto Rico Percent of Companies with Facebook Pages 80% 76% 75% 2010 60% 60% 52% 56% 52% 2012 48% 43% 43% 25% 24% 24% 20% 16% 5%17
  • 18. Since 2010, The Number of Likes Per Facebook Page for Companies in Latin America Increased Exponentially Average “likes” on Facebook fan pages 515,619 2010 2012 266,215 181,305 130,506 76,116 51,59 6 34,07 15,40 30,51 46,665 13,80 1 4 5 5 9,555 5,427 8,018 9,294 9,694 1,395 3,817 1,87318
  • 19. Companies Are Using Unique Facebook Cover Images to Promote Fan Interaction, Deals, CSR and Advertising19
  • 20. People Are Talking About Companies in Brazil Average Number of People Talking About Company Facebook Pages 44,973 7,807 7,781 4,957 2,109 1,558 1,700 812 461 56520
  • 21. Companies in Peru Are Most Responsive to Facebook Fans Average Number of Responses to Fans’ Posts Per Page in One Week of Data Collection 27 18.3 8.2 7.4 7.2 5.7 3.5 3.7 0.2 1.721
  • 22. 22
  • 23. Companies in Brazil Have More Views on YouTube than the Global Average Average Number of People Talking About Company Facebook Pages 2,303,458 2,024,931 652,612 45,259 12,462 38,958 2010 2012 2010 2012 2010 2012 Latin America Brazil Global23
  • 24. Nearly One-Third of Companies Are Actively Sharing Content on YouTube Percent of Companies with YouTube Channels 2010 52% 48% 48% 43% 2012 42% 40% 32% 29% 30% 25% 24% 24% 15% 20% 12% 12% 10% 15% 5%24
  • 25. Companies Are Creating YouTube Channels for Different Audience Segments Channel for external audiences Channel for employees25
  • 26. Blogs26
  • 27. Only 12 Percent of Companies Maintain Corporate Blogs Percent of Companies with Corporate Blogs 2010 2012 37% 28% 29% 20% 12% 16% 16% 11% 11% 12% 5% 4% 5% 8% 5% 0% 0% 0% 0%27
  • 28. Energy Companies Have Active Blogs with Many Comments from Readers28
  • 29. 29
  • 30. Majority of Companies in Latin America Are Not Using Google Plus Percent of Companies with a Google Plus Page 48% 20% LatAm Gobal30
  • 31. Companies in Brazil, Peru and Mexico Lead on Google Plus Percent of Companies with a Google Plus Page 40% 40% 32% 24% 20% 20% 8% 8% 4% 0%31
  • 32. Contacts – B-M Digital Team Dallas Lawrence Fernando Guevara Claudia Santamaria Chief Global Digital Strategist Digital and Technology Digital Strategist, Miami Burson-Marsteller Manager, Argentina +1-305-347-4344 310-309-6677 + 54-11-4338-1057 Claudia.Santamaria@bm.com Dallas.Lawrence@bm.com Fernando.Guevara@bm.com Rogério Gonçalves Robinson Velez Cely Carmo Digital Strategist, Brazil Market Leader, Peru Latin America Lead Digital Strategist +55-11-3040-2402 +51-1-610-97047 Burson-Marsteller Rogerio.Goncalves@bm.com Robinson.Velez@bm.com +55-11-3-094-2256 Cely.Carmo@bm.com Mario Boada Lynnette Teissonniere Digital and Technology Market Leader, Puerto Rico Director, Chile +1-787-622-6555 B-M Media Relations +56-2-751-7121 Lynnette.Teissonniere@bm.com Mario.Boada@bm.com Paul Cordasco Managing Director, Global Marketing Ana Pineres Florencia Bogliolo +1-212-614-4522 Digital Strategist, Colombia Digital Champion, Uruguay Paul.Cordasco@bm.com + 57-1-745-6060 + 598-2-623-2870 Ana.Pineres@bm.com Florencia.Bogliolo@bm.com Stephanie Jimenez Chief of Staff of Latin America CEO, and Regional Marketing Luiz Carlos Rábago Basset Juan Pablo Hidalgo +1-305-347-4338 Digital and Brandcomm Digital Champion, Venezuela Stephanie.Jimenez@bm.com Director, Mexico +58-212-902-3365 +52-55-5351-6538 JuanPablo.Hidalgo@bm.com Carlos.Rabago@bm.com32 bm.com/social