State of SM in LATAM by ComScore

© comScore, Inc. Proprietary.
El Estado de Social Media en
América Latina
Julio, 2014.
Iván Marchant, Vice President comScore Mexico
imarchant@comscore.com
Tania Yuki, Founder & CEO Shareablee
tania@shareablee.com
www.comscore.com
www.facebook.com/comscoreinc
@comScoreLATAM
#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
CENSOPANEL
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

© comScore, Inc. Proprietary. 3
Entorno de la Industria de Social
Media

4
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

5
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 del
Norte
Medio Oriente -
África
Asia Pacífico
Horas Promedio por Visitante

6Fuente: 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

En América Latina Pasan en Promedio más Minutos por Visita en
Sitios de Redes Sociales que el Promedio en Otras Regiones
16.4
17.0
Minutos Promedio por Visita en Sitios de Social
Media
América Latina Medio Oriente - Africa Europa Global Norteamérica Asia Pacífico

8Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, Sólo PC/Laptop, Edad 15+
Perfil de la Audiencia de Social Media en América Latina
32.8
27.7
19.6
12.4
7.5
Personas: 15-24 25-34 35-44 45-54 55+
% del Total de Visitantes Únicos
Hombres
50%
Mujeres
50%

9
120.6
92.5
88.7
89.4
84.4
Índice de Engagement
101.8
99.4
99.0
99.5
98.0
Persons: 15-24
Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55+
Índice de Afinidad
En América Latina Existe Mayor Engagement y Afinidad a las Redes
Sociales del Grupo de 15 a 24 Años de Edad
Fuente: comScore Media Metrix® Abril 2014, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+

Social Media es la Categoría que más Tiempo está en las PC/Laptops
de los Internautas Latinoamericanos
86,636
54,688
39,112
30,502 27,951
Social Media Corporate
Presence
Services Portals Entertainment
Minutos Totales (MM)

11Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, México, Sólo PC/Laptop, Edad 6+
Distribución del Tiempo Consumido en Redes Sociales en América
Latina
Facebook
95.6%
Twitter
1.4%
Ask.fm
0.9%
Badoo
0.6%
Tumblr
0.4%
LinkedIn
0.4%
Vostu
0.4%
Taringa
0.3%
Other
4.4%

12
México es el País con Mayor Alcance en Sitios de Redes Sociales a
Nivel Mundial, Argentina, Perú y Chile ocupan del 4° al 6° Sitio
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

13Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+
Brasil es el País de América Latina con Mayor Número de Visitantes
Diarios en Promedio
59,420
28,575
7,031 6,916
4,019 2,270 1,837
América
Latina
Brasil Argentina México Colombia Perú Chile
Promedio Visitantes Diarios (000)

14Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+
Minutos y Páginas Vistas de Sitios de Redes Sociales por País
85,934
49,682
9,703
7,782
4,349
2,406
1,925
96,704
55,240
10,092
8,972
5,581
2,841
2,141
América
Latina
Brasil Argentina México Colombia Perú Chile
Minutos Totales (MM) Total Páginas Vistas (MM)

15
62.4
52.5
46.3
41.8
44.8
40.4
37.6
BR AL AR MX CO PE CL
Páginas Promedio por
Día
56.1
46.7 44.5
36.3 34.9 34.2 33.8
BR AL AR MX CO PE CL
Minutos Promedio por
Día
México pasa Más Minutos en Promedio por Día que Colombia en Sitios
de Redes Sociales pero Visita en Promedio Menos Páginas

16Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, México, Sólo PC/Laptop, Edad 15+
Principales Sitios de Redes Sociales en América Latina
1º. 2º. 3º. 4º. 5º.
AMÉRICA LATINA
ARGENTINA
BRASIL
CHILE
PERÚ
COLOMBIA
MÉXICO
Total Visitantes Únicos (000)
5,101
145,009
16,121
66,983
4,962
10,813
22,510
3,867
92,674
10,795
38,236
4,523
6,540
16,022
2,468
37,538
8,775
13,562
2,644
3,673
6,532
2,022
29,335
4,279
13,087
2,359
3,128
5,883
1,992
29,153
3,919
11,491
1,555
2,905
4,647
* Facebook, ShareThis, LinkedIn, Taringa, Twitter, g+, SlideShare

17
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

18
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

19
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

© comScore, Inc. Proprietary. 20
El Estado de Social Media
Presentando Shareablee en
América Latina

21© 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, but
the majority of the actions came as Likes.
https://www.facebook.com/83988183288/posts/10151848495513289

The top three posts from Chile, Argentina and Colombia followed a
similar ratio of actions as the top posts from Mexico.

The top three posts of 2013 in Brazil, 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)

27
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

28
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

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%
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.
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram
January 2013 to Jun 2014

0
50,000
100,000
150,000
200,000
250,000
300,000
Actions Growth across Facebook in Latin America
Action Growth: Engagement with Facebook pages in Latin America largely
follows the same trend in growth that attracting fans does across the region.
+71% +87% +137% +223% +181%+69% +110%

Social Audiences Are Growing Fast, with total social moments across Facebook
increasing by 223% since 2013 across top properties in Mexico. Mexico doesn’t
experience the fastest fan growth, but it sees the highest engagement growth.
Average Social Moments Across Mexico’s Top Facebook Pages
Mexico Pages
+223%
Average Number of Fans Across Mexico’s Top Pages
Mexico Pages
+196%
220K
650K
44K
144K
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.
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 Twitter Pages
Source: Shareablee January 2013 to May 2014.
Mexico Pages
+907%
Average Number of Followers Across Mexico’s Top Pages
Mexico Pages
+919%
10K
100K
611
6535
January 2013 to May 2014

0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Instagram Actions Growth in Latin America
Argentina Pages Brasil Pages Chile Pages Colombia Pages Mexico Pages Peru Pages
Instagram Activity: Brazil has seen by far the largest spike in Instagram
activity, pioneering the use of the social platform in Latin America.
+751% +183% +52,000% +2082% +1278%+171%

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
Brasil Pages
+751%
452K
3.8M

37
97.2%
1.5%
1.2%
ENGAGEMENT BY
PLATFORM:
The Pie is Growing
(But Facebook still rules)
50%
Q1 2013
458M Actions
Q1 2014
633M Actions
99.3%
0.4%0.2%

Argentina
Pages
8%
Brazil Pages
58%
Chile Pages
3%
Colombia
Pages
4%
Mexico
Pages
19%
Peru Pages
8%
Q1 2013
Argentina Pages
7%
Brazil Pages
50%
Chile Pages
3%
Colombia Pages
4%
Mexico Pages
27%
Peru Pages
9%
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
458M Actions
Q1 2014
633M Actions

0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
Actions Amplification across Facebook
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 - QSR Mexico - Retail Mexico - Sports
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.
+1,465%
+1,293%

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
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%

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.
+1,363%
+1,064%
+60%
+6%

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.
+40%
+59%

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.
+209%
+788%
+359%
+369%

44
Measuring Audience Quality

45
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
January to May 2014

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
January to June 2014

0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Amplification across Facebook in Latin America
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
-10% +93% +129% +189% +71%+30% +17%

Sharing of Content in Mexico has jumped 189% while post frequency
has only increased by 37% since January 2013.
Jan 2013 June 2014
Total Shares 3,148,995
9,087,983
(+189%)
Shares per Post 41
87
(+112%)
Posts 121
166
(+37%)
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14
Total Amplification Across Mexico’s Top Facebook Properties
Mexico Pages
+189%
3.1 M
9.1 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/Publish
ing
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%

52
The Impact of Content Strategy

0
20
40
60
80
100
120
140
160
180
Average Monthly Posts Per Brand across Facebook
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)
-5% +8% +34% +37% +79%+16% +29%

0
100
200
300
400
500
600
700
Average Monthly Posts Per Brand in Mexico across Facebook
Mexico Pages 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 - QSR Mexico - Retail
Mexico - Sports Mexico - Technology Mexico - Telecom Mexico - Travel/Leisure
Mexico - TV
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.
+209%
+788%
+369%

0
200
400
600
800
1,000
1,200
1,400
1,600
Average Monthly Posts Per Brand in Peru across Facebook
Peru Pages Peru - Automotive Peru - CPG Peru - Entertainment
Peru - Fashion/Clothing Peru - Finance/Banking Peru - Food/Beverage Peru - Health/Beauty
Peru - Media/News/Publishing Peru - Other Peru - QSR Peru - Retail
Peru - Sports Peru - Technology Peru - Telecom Peru - Travel/Leisure
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%)

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.
4%
14%
3%
78%% Type of Posts - Facebook
2% 7% 3%
88%
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?
93.0%
50.3%
68.7%
2.1% 1.6%
24.0%
3.1% 2.4% 4.0%1.8%
45.7%
3.2%
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
90.9%
75.5%
91.7%
8.7%
0.9%
5.0%
0.3% 0.7% 2.5%0.2%
23.0%
0.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mexico - Fashion/Clothing Mexico - Media/News/Publishing Mexico - Travel/Leisure

How much is post type strategy affected by vertical in Chile?
87.1%
25.8%
71.7%
4.4%
0.4% 2.6%4.6% 7.6%
16.8%
3.8%
66.3%
8.4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Chile - Fashion/Clothing Chile - Media/News/Publishing Chile - Travel/Leisure
% POST
% ENGAGEMENT
91.0% 91.4%
85.8%
3.0% 0.0%
3.6%4.4%
0.4%
5.4%
1.5%
8.1%
2.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Chile - Fashion/Clothing Chile - Media/News/Publishing Chile - Travel/Leisure

How much is post type strategy affected by vertical in Peru?
72.9%
63.8%
92.6%
6.7%
0.5%
3.9%0.9%
5.3%
0.6%
19.3%
30.5%
2.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Peru - Fashion/Clothing Peru - Media/News/Publishing Peru - Travel/Leisure
% POST
% ENGAGEMENT
77.4% 80.0%
89.3%
15.4%
1.6%
7.7%
0.2% 2.4% 0.5%
6.6%
16.1%
0.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Peru - Fashion/Clothing Peru - Media/News/Publishing Peru - Travel/Leisure

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
% 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

65
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

Q&A
Por favor déjenos saber si tiene preguntas.
www.comscore.com
@comScoreLATAM

¡Gracias!
El Estado de Social Media en América Latina
www.comscore.com
@comScoreLATAM

State of SM in LATAM by ComScore

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