The document discusses social media usage in Mexico and a company's social media goals and strategy for their pet food brand. Some key points: - Over 35 million people in Mexico use social media, with Facebook and Twitter being the most popular platforms. Facebook has over 33 million active Mexican users. - The company's social media goal is to educate pet owners on how to have happy, healthy pets. Their strategy includes generating appealing content, selecting relevant platforms like Facebook, creating and sharing engaging content, preparing a response team, and measuring results like likes, shares and engagement.

2. July, 2015
USAEDC Meeting
Social Media in MAP program

3. Pet owners & Social Media

4. Internet users in Mexico
Source: AMIPICI, 2014
Data are in millions, calculated by Ifetel until December ’15, based in AMIPCI data
20.2
23.9
27.6
30.6
34.9
40.6
45.1
51.2
53.9
USERS
2006 2007 2008 2009 2010 2011 2012 2013 2014
+13%
+5.3%

5. Internet access
Source: AMIPICI, 2014
6 out of 10
Internet users use
their smatphone

6. Social Media in Mexico
In Mexico, there are more than 35 million social media users.
Facebook and Twitter are the two most popular, followed by
particular networks used for specific objectives, like Foursquare,
Instagram and Pinterest.
Facebook is the social platform with the highest number of
users in this country, with 33 million active users in this
network.

7. Social Media Users
96% 93%
86%
26%
65%
26%
66% 66%
40%
Mexican Users Daily Users Access from a Smatphone
Facebook Instagram Youtube
Source: IAB México

8. Our Social Media Goal
Turn pets into happy healthy pets!
Reach out to pet owners & educate them

9. Facing our Social
Media Challenges in
Mexico, one pet at a
time

10. #1 – Information!
We generate attractive information that appeals our
audience.
Work with specialist, gather market research information,
everything that can be translated to posts.

11. #2 - Picking our Platforms

12. #3 - Create & share content
Create content that impacts directly
our Constraints and PM’s
 Unique Content
 Make it fun
 Make it interesting

13. We created a responses guideline for
the comments, questions and doubts
we receive.
#3 – Prepare our team

14. #4 – Interact & be ready to answer
• We have a team focused on our Social
Media program, posting and
responding on daily basis
• We work hand-in-hand with other
teams, like PR, to get the best answer.
• We work with a professional
veterinarian that responds delicate and
specific questions.

15. Have information, numbers and results to
support the Social Media activities within our
MAP strategy
= Likes, shares, engagement rate =
#5 – Meassure our results

16. Successful posts

17. Successful posts

18. Successful posts

19. Facebook Video
863 Views

20. Facebook Video

22. 76,338
Where we are now
Pet Owners learning daily the
benefits of US Pet Food!