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Social media-mexico-2019

Estudio sobre el panorama y estadísticas de social media en México en 2019.

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STATE OF SOCIAL MEDIA IN MEXICO 2019
September, 2019
The importance of communication objectives on a Social
Media Strategy
Socialbakers LATAM prepared a 60+ page report emphasizing the
importance of understanding communication objectives when planning a
Digital Strategy: Awareness, Engagement and Conversion.
Through this crafted insight we intend to show the best way to plan a
Social Media Marketing strategy to create a compelling customer journey
based on a particular objective. Planning with these three objectives in
mind is as important as the Brand itself. However, the usage of
Platforms, Content, Influencers and spending strategies should not be
the same across as we go down on the purchase funnel.
One of our premises is that relevant content is the most important
element of any communication strategy for a Brand. Content
relevance impacts audience attention directly, and is also recognized and
rewarded by all platforms; that is, the higher the relevance, the smaller
Ad investment and the bigger reach efficiency.
Every communication objective is interdependent from the other
two. They should all seek the same objectives: increase Brand
Equity and Monetization.
About the Study
Adrián Bravo
Who is Socialbakers?
Socialbakers is a trusted social media marketing partner to thousands of
enterprise brands and SMBs, including 100 companies on the list of
Fortune Global 500. Leveraging the largest social media data-set in the
industry and machine learning, Socialbakers’ marketing suite of solutions
helps brands ensure their investment in social media to deliver measurable
business outcomes.
We are defined by product innovations that are focused on machine
learning and dedication to customer success. With over 2,500 clients
across 100 countries, Socialbakers is one of the industry leaders in Social
Media Marketing solutions and monitors over 8 million social profiles
across all major platforms including Facebook, Twitter, YouTube, Pinterest,
LinkedIn, Instagram and VK.com.
We help brands engage & grow their customer base through content
personalization based on actionable AI-powered audience insights.
Some of our partners:
For more information visit our Website.
1. Mexico Landscape
2. Social Media Marketing
3. Content Marketing
4. Influencer Marketing
5. Pay to Play
6. Social Media Ad Spending
7. Customer Journey
8. Relevant Content Importance
9. Communication objectives
a. Awareness
b. Engagement
c. Conversion
9. Summary
i. Objectives and Outcomes
ii. Social Networks
iii. Audience
iv. Best time to Publish
v. Content Formats
vi. Influencers Usage
vii. Ad Spend
viii. Best Practices
Table of Contents
Mexico Landscape
Mexico contributes with 20% of total digital audience in Latin America. By
2019, total Internet users will increase to 385 Million.
* Not Available information
BRAZIL MEXICO ARGENTINA COLOMBIA CHILE PERU OTHER
Total
LATAM
Digital
Advertising
U$
Millions
$4,920 $1,970 $343 $241 $267 $123 $1,800 $9,664
Population
Millions 208 130 43 50 19 31 100 582
Internet
User
Millions 138 76 35 30 13 17 76 385
%
Population
66% 58% 81% 60% 68% 55% 76% 66%
Social Media
Users
Millions 115 62 25 24 10 12 46 294
% Internet
User
83% 82% 71% 80% 77% 71% 61% 76%
Over
The Top
Millions 36 26 9 8 7 5 * 91
% Internet
User
26% 34% 26% 27% 54% 29% * 24%
Smartphones
Millions 95 62 24 24 11 15 35 266
% Internet
User
69% 82% 69% 80% 85% 88% 46% 69%
Digital
Buyers
Millions 60 19 16 9 6 4 34 148
% Internet
User
43% 25% 46% 30% 46% 24% 45% 38%
Online
Banking
Millions 57 13 9 7 6 3 * 95
% Internet
User
41% 17% 26% 23% 46% 18% * 25%
Latin-American media and marketing
consumption descriptive table, 2019
Source: World Bank, 2015. Internet World Stats, 2019. eMarketer, February 2016. Statista, 2019. United States Census Bureau,
2016. Statista, Digital Market Outlook, 2016, Business Bureau, Pay TV & Multiscreens Market 2015, eMarketer, 2019.
Most of the 76 million internet users use their smartphone as its primary
device access to consume content and to make Bank operations.
130 M
SMARTPHONE USERS
VIDEO USERS
POPULATION
62 M
62 M
76 M
INTERNET USERS
(92% MOBILE)
62 M
SMARTPHONES
(95% INTERNET USERS)
19 M
E-COMMERCE BUYERS
(6.7% TOTAL RETAIL)
U$ 1,970 M9.1%
SOCIAL TRAFFIC
REFERS TO
ECOMMERCE SITES
(10% INTERNATIONAL SITES)
26 M
OTT USERS
(63% NETFLIX)
13 M
ONLINE BANKING
USERS
(54% MOBILE
OPERATIONS)
DGITAL AD SPENDING
(39% TOTAL AD
SPEND)
60 M
+60%
21.7 M
+317%
1.1 M
6.7 M
58.3 M
+41%
12 M
42 M
34 M
62 million Mexicans are connected to any Social Network and they belong
to 4.08 different social platforms in average.
Social Media users per platform in Mexico, 2019
(Millions of users, % of growth vs. 2010)
10.5 M
+26%
Mexico Landscape
Source: World Bank, 2015. Internet World Stats, 2019. eMarketer, February 2016. Statista, 2019. United States Census Bureau,
2016. Statista, Digital Market Outlook, 2016, Business Bureau, Pay TV & Multiscreens Market 2015, eMarketer, 2019.

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Social media-mexico-2019

  • 1. STATE OF SOCIAL MEDIA IN MEXICO 2019 September, 2019 The importance of communication objectives on a Social Media Strategy
  • 2. Socialbakers LATAM prepared a 60+ page report emphasizing the importance of understanding communication objectives when planning a Digital Strategy: Awareness, Engagement and Conversion. Through this crafted insight we intend to show the best way to plan a Social Media Marketing strategy to create a compelling customer journey based on a particular objective. Planning with these three objectives in mind is as important as the Brand itself. However, the usage of Platforms, Content, Influencers and spending strategies should not be the same across as we go down on the purchase funnel. One of our premises is that relevant content is the most important element of any communication strategy for a Brand. Content relevance impacts audience attention directly, and is also recognized and rewarded by all platforms; that is, the higher the relevance, the smaller Ad investment and the bigger reach efficiency. Every communication objective is interdependent from the other two. They should all seek the same objectives: increase Brand Equity and Monetization. About the Study Adrián Bravo
  • 3. Who is Socialbakers? Socialbakers is a trusted social media marketing partner to thousands of enterprise brands and SMBs, including 100 companies on the list of Fortune Global 500. Leveraging the largest social media data-set in the industry and machine learning, Socialbakers’ marketing suite of solutions helps brands ensure their investment in social media to deliver measurable business outcomes. We are defined by product innovations that are focused on machine learning and dedication to customer success. With over 2,500 clients across 100 countries, Socialbakers is one of the industry leaders in Social Media Marketing solutions and monitors over 8 million social profiles across all major platforms including Facebook, Twitter, YouTube, Pinterest, LinkedIn, Instagram and VK.com. We help brands engage & grow their customer base through content personalization based on actionable AI-powered audience insights. Some of our partners: For more information visit our Website.
  • 4. 1. Mexico Landscape 2. Social Media Marketing 3. Content Marketing 4. Influencer Marketing 5. Pay to Play 6. Social Media Ad Spending 7. Customer Journey 8. Relevant Content Importance 9. Communication objectives a. Awareness b. Engagement c. Conversion 9. Summary i. Objectives and Outcomes ii. Social Networks iii. Audience iv. Best time to Publish v. Content Formats vi. Influencers Usage vii. Ad Spend viii. Best Practices Table of Contents
  • 5. Mexico Landscape Mexico contributes with 20% of total digital audience in Latin America. By 2019, total Internet users will increase to 385 Million. * Not Available information BRAZIL MEXICO ARGENTINA COLOMBIA CHILE PERU OTHER Total LATAM Digital Advertising U$ Millions $4,920 $1,970 $343 $241 $267 $123 $1,800 $9,664 Population Millions 208 130 43 50 19 31 100 582 Internet User Millions 138 76 35 30 13 17 76 385 % Population 66% 58% 81% 60% 68% 55% 76% 66% Social Media Users Millions 115 62 25 24 10 12 46 294 % Internet User 83% 82% 71% 80% 77% 71% 61% 76% Over The Top Millions 36 26 9 8 7 5 * 91 % Internet User 26% 34% 26% 27% 54% 29% * 24% Smartphones Millions 95 62 24 24 11 15 35 266 % Internet User 69% 82% 69% 80% 85% 88% 46% 69% Digital Buyers Millions 60 19 16 9 6 4 34 148 % Internet User 43% 25% 46% 30% 46% 24% 45% 38% Online Banking Millions 57 13 9 7 6 3 * 95 % Internet User 41% 17% 26% 23% 46% 18% * 25% Latin-American media and marketing consumption descriptive table, 2019 Source: World Bank, 2015. Internet World Stats, 2019. eMarketer, February 2016. Statista, 2019. United States Census Bureau, 2016. Statista, Digital Market Outlook, 2016, Business Bureau, Pay TV & Multiscreens Market 2015, eMarketer, 2019.
  • 6. Most of the 76 million internet users use their smartphone as its primary device access to consume content and to make Bank operations. 130 M SMARTPHONE USERS VIDEO USERS POPULATION 62 M 62 M 76 M INTERNET USERS (92% MOBILE) 62 M SMARTPHONES (95% INTERNET USERS) 19 M E-COMMERCE BUYERS (6.7% TOTAL RETAIL) U$ 1,970 M9.1% SOCIAL TRAFFIC REFERS TO ECOMMERCE SITES (10% INTERNATIONAL SITES) 26 M OTT USERS (63% NETFLIX) 13 M ONLINE BANKING USERS (54% MOBILE OPERATIONS) DGITAL AD SPENDING (39% TOTAL AD SPEND) 60 M +60% 21.7 M +317% 1.1 M 6.7 M 58.3 M +41% 12 M 42 M 34 M 62 million Mexicans are connected to any Social Network and they belong to 4.08 different social platforms in average. Social Media users per platform in Mexico, 2019 (Millions of users, % of growth vs. 2010) 10.5 M +26% Mexico Landscape Source: World Bank, 2015. Internet World Stats, 2019. eMarketer, February 2016. Statista, 2019. United States Census Bureau, 2016. Statista, Digital Market Outlook, 2016, Business Bureau, Pay TV & Multiscreens Market 2015, eMarketer, 2019.
  • 7. 2.93 3.39 3.11 3.13 3.20 0.36 0.56 1.68 1.97 2.60 3.28 3.95 4.79 5.10 5.80 2011 2015 2018 2019 E 2022 E Digital Others Source: eMarketer, 2019, 2018. Estudio de Inversion digital de la IAB, 2019. 2011 2015 2018 2019 E ∆ 2019 E vs. 2011 Social Media 4.2% 32.6% 40.3% 41.9% +37.7 pp Video 2.1% 31.2% 41.0% 42.6% +40.5 pp Banners 91.2% 34.6% 13.3% 9.7% -24.9 pp Native Content 0.1% 0.3% 0.6% +0.5 pp Others * 2.5% 1.5% 5.1% 5.2% +3.7 pp Total Ad Spend in Mexico, 2011 – 2022 E (US Billions dollars, Digital vs. Others) Digital Ad Spend per format in Mexico, 2011 – 2019 E (% share) Digital Ad spend reaches USD $1.97n Bn representing 38% of total Ad Spend in Mexico. * Digital audio advertising, email display, advergaming, sponsorship or mobile limited formats (Display gaming and App/in Game, content sponsorship, localization, SMS/MMS) Social Media Marketing By 2022 Digital Ad Spend in Mexico will reach USD $2.6 Bn with a 20% CAGR. And will capture 44% of Total Ad Spend in Mexico. Social Media Ad Spend represents 42% of total Digital Spend and has achieved +37 p.p. of total share since 2011.
  • 8. It is extremely important that Brands engage in Social Media and listen to consumers, provide information and most importantly CREATE RELEVANT CONTENT. 79% 60% 43% 31% 26% 82% 56% 44% 36% 25% Novelties Discounts and Promotions Obtain information Reviews from other consumers Communicate with the Brand 2017 2018 61% of Social Media users follow a Brand to be aware of news, promotions and discounts. Reasons to follow a Brand on Social Media in Mexico, 2018 (% affirmative answers) Source: IAB México, 2019. Top Social Media activities in Mexico, 2018 (% affirmative answers) 86% 94% 1.1 X CONSUMPTION INTERACTIONSCREATION CONTENT ENGAGEMENT Mostly all activities in Social Media are related to content. Social Media Marketing
  • 9. Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. Source: Killing marketing, Joe Pulizzi & Robert Rose, 2018; Content Chemistry, Andy Crestodina, 2018. CONTENT MARKETING PRODUCT / SERVICEAUDIENCE RELEVANT CONTENT EDUCATION ENGAGEMENT CONVERSION TRADITIONAL MARKETING PRODUCT PRICE POINT OF SALE PROMOTION PRODUCT / SERVICEAUDIENCE Social Media has helped brands interact with their audience with relevant content through every step of the customer journey. Differences between Content Marketing vs. Traditional marketing Content Marketing
  • 10. Traditional advertising has become irrelevant mostly because its focus is on the Brand while Content Marketing is CONSUMER CENTRIC. Consumer advertising perception (Traditional Advertising vs. Content Marketing) TRADITIONAL ADVERTISING CONTENT MARKETING RESONANCEIMPACT BRAND INTRUSIVE RELEVANT PERSONALIZED IRRELEVANT MASIVE RESONANT BRAND VALUES DISONANT IDENTIFICATION UNRELATED CONSUMER Content Marketing
  • 11. Traditional Marketing is all about the product whilst Content Marketing communicates the context or the concept around the user experience of the product. Source: IAB Spain, 2018. BANNERS, BOXES, PUBLISHERS SITES YOUTUBE OVERLAY EARNED MEDIA FACEBOOK + INSTAGRAM INFLUENCER MARKETING Consumer advertising perception (illustrative example) (Traditional advertising vs. Content marketing) DIGITAL ADVERTISING CONTENT MARKETING BRAND CONSUMER Content Marketing
  • 12. 93% 51% 31% 20% 15% 8% 8% Websites Official App Catalogue Facebook WhatsApp Instagram YouTube The good news is Content Marketing IS MEASURABLE and for some marketers is one of their favorite conversion campaigns. Source: Zazzle Media, April 2019; eMarketer, H2 2018. 34% 46% 50% 51% 62% 65% 89% Brand Lift Increase Sales Lead Quality Best Conversion Rate Increase Sales Subscriber Growth Improve SEO Ranking Increase Website Traffic Social Media is one of the top places to buy online in Brazil. Global top Content Marketing goals (% affirmative answers) Top online purchase sites in Brazil, 2018 (% affirmative answers) Content Marketing
  • 13. Influencer Marketing capitalizes the credibility and audience of a Social Media personality to promote products and services. Mexican consumers rely more on influencers´ recommendations than on those of television personalities. Source: eMarketer, February 2018, March 2018; Consumers trust Influencers’ recommendations vs. TV Personalities, 2018 (% affirmative answers) Online Shopping 64% Top decisions on what Mexicans are mostly influenced by Social Media (% affirmative answers) Visit a Website 74% News to Watch 72% Apps Usage 69% Political Opinion 56% Daily Activities 52% 83% 73% 72% 17% 27% 28% Influencers TV Personalities ARGENTINA MEXICO CHILE Influencer Marketing
  • 14. • Increases Awareness rapidly • Brings new followers according to the target • Positions keywords in small periods of time • Provides visibility to Website and store content • Segments and delivers audience content • Improves Leads quality Changes in Social Network algorithms made Brands and Media companies increase their Social Media spending to reach their business’ goals. 0% 25% 50% 75% 100% 2013 2014 2015 2016 2017 2018 2019 Organic Reach Promoted Posts Global change on organic reach and promoted posts on Facebook (% share, illustrative example) “Pay to play” means spending in Social Media content to increase reach (inorganic or promoted) and meet communication objectives. BENEFITSOF PAYTOPLAY Pay to Play
  • 15. Before thinking on what is the best Social Media platform, Content or Influencer for your SM strategy, you need to know which stage of communication you are trying to solve. CONVERSION FUNNEL CUSTOMERPERSONAS (+) (-) PURCHASEINTENTION (-) (+) Where are my customer personas? Are they ready to purchase? Do they need more information? Do they know my brand? Customer Journey AWARENESS ENGAGEMENT CONVERSION
  • 16. Social Media users are expecting to do more than just buy from an Ad. They are willing to discover, interact, share and listen to other customers opinions before moving to the purchase stage. Source: Global Index, Flagship report 2019, eMarketer, 2018. Social Media users expectations when following a Brand per communication objective (% affirmative answers) 44% Will buy a product or service after discovering and interacting with it on Social Media SOCIAL MEDIA AUDIENCES 25% 22% 12% 36% 24% 11% Global Mexico AWARENESS ENGAGEMENT CONVERSION Discover a Brand or product in an Ad Interact with posts and contents Use the BUY button within a post Investing only on the conversion stage, will be limiting your opportunities to the 11% of the audience who’s willing to buy immediately from an Ad. Customer Journey An efficient Social Media Marketing strategy has to contain a mix of all the three objectives.
  • 17. 10.3% 8.4% 14.1% 7.6% 14.0% 12.3% 13.4% 11.3% 27.4% 26.1% 26.6% 15.9% 14.1% 13.3% 11.1% 5.4% 0% 5% 10% 15% 20% 25% 30% Source: GBM Research, 2019. During the following years, Mexico will show the largest digital sales growth in the world. Social Media conversion strategies are a must to meet business goals. Global E-commerce sales growth, 2018 – 2023 E (% Compound Annual Growth Rate in Selected Countries) 2018 – 2023 E CAGR2012 – 2018 CAGR JAPAN AUSTRALIA RUSSIA BRAZIL MEXICO SAUDI ARABIA UNITED STATES UNITED KINGDOM In the 2018 – 2023 period, Mexico’s e-commerce sales will grow almost twice as the current United States sales figures. Customer Journey
  • 18. To maximize the possibilities in persuading the audience to convert, you must consider your three communication objectives. Every stage has its own rules and firstly you need to understand where your customers are and how you’re expecting them to react with your message. AWARENESS ENGAGEMENT CONVERSION CustomerPersonas Purchase Intention (+)(-) (+) Impressions Reach Clicks Video views Conversions Store Visits Leads New Audiences Website Traffic Customer Journey Customer journey per communication objective (Illustrative example)
  • 19. Once you understand where your customers are, you should think to use only best practices for every stage and plan accordingly with relevant content. AWARENESS ENGAGEMENT CONVERSION CustomerPersonas Purchase Intention (+)(-) (+) Source: GEICO car insurance in Facebook, Twitter, Instagram and YouTube; After understanding the importance of the customer journey stages, the importance of content is vital and how it becomes relevant within the whole Social Media Marketing strategy. Customer Journey Customer journey per communication objectives (Illustrative example)
  • 20. Your organic reach will be maximized and cost minimized the better a post is rated. Facebook Ad Relevance Diagnostics determines the impact of a post according to the following variables: QUALITY CONTENT RANK HIGH RELEVANCE RELEVANT NOT RELEVANT AD RELEVANCE DIAGNOSTICS (ARD) (FORMER RELEVANCE SCORE) QUALITY CONTENT RANK (creativity, segmentation) CONVERSION RATE (call-to-action, post click experience) (format, conversation, shareability, publishing time) INTERACTION RATE As of today, the weighting of the algorithm is unclear, but one of the most important components remains content relevance. 1 -3 Relevant Content 4 -6 7 - 9
  • 21. Since the change in algorithms in social network, content relevance is detected and rewarded, which means more organic impressions, cheaper CPM’s and greater reach at lower costs. Evolution of relevance score, reach, impressions and CPM in Mexico (Millions of impressions and reach, relevance score 1- 9, cost per mile impressions) The more relevant a content is, the cost of promoting a content will be cheaper (CPM). 4.4 5.4 4.4 5.0 4.8 5.0 - 0.5 1.0 1.5 2.0 2.5 3.0 3.5 Jan-17 Jul-17 Jan-18 Jul-18 Jan-19 Jul-19 Relevance score (1-9) Impressions (Millions) Reach (Millions) CPM (U$D) Source: Socialbakers, Q2 2019. Considers a sample of all accounts connected to Socialbakers Suite in Mexico. Publishers accounts are not taken in account Relevant Content
  • 22. Relevant content and pay to play are the Social Media Marketing Ying & Yang and its mandatory to have a balance. Quality content ranking 1 CPC (Cost per Click) $0.47 CTR (Click-through rate) 0.69 Quality content ranking 5 Quality content ranking 9 CPC $0.06 CTR 2.96 306,000 IMPRESSIONS 2,125 CLICKS 93 LEADS 5 SALES 523,000 IMPRESSIONS 15,500 CLICKS 1,000 LEADS CPC= -59% 425,000 IMPRESSIONS 5,150 CLICKS 308 LEADS AWARENESS ENGAGEMENT CONVERSION 15 SALES 50 SALES CPC= -86% CTR= +74% CTR= +327% Source: Socialbakers, Q2 2019. Considers a sample of all accounts connected to Socialbakers Suite in Mexico. Publishers accounts are not taken in account Funnel conversion model from increasing quality content ranking (Illustrative example) Lets assume we allocate U$ 1,000.0 to invest in CPC formats and we post better content (caeteris paribus). All operative metrics become better and we get a larger conversion funnel deriving in more sales. Brands must find an optimal point between Ad spend and Content relevance. Relevant Content
  • 23. 55.3% 16.3% 7.0% 5.7% 15.8% PROMOTED CONTENT In Mexico 21.5% of content is promoted, despite the benefits of producing, publishing and promoting relevant content, A+ 55.3% A 16.3% B 7.0% C 5.7% D 15.8% Promoted posts per quality content rank in Mexico (% share, Facebook Relevande score classification) QUALITY CONTENT RANK High Relevance Relevant Not Relevant Source: Socialbakers, Q2 2019. Considers a sample of all accounts connected to Socialbakers Suite in Mexico. Publishers accounts are not taken in account Invest only in relevant content. Socialbakers owns a Publishing Prediction Detection tool to identify the best content to promote. Relevant Content
  • 24. Communication Objectives One common mistake is believing that there is a one size fits all récipe, when every stage has its own rules and specifications, and therefore has to be solved separately per case. Awareness Engagement Conversion
  • 25. 11% 41% 33% 11% 4% 1% 0% 13-17 18-24 25-34 35-44 45-54 55-64 65+ Men Women Source: Socialbakers, May to July, 2019. Knowing the audiences that interact with your content makes it possible to study and understand the content they consume, love and interact with. 33% 77% Demographic Analysis (age, genre) Example of engaged audience (Entertainment industry in Mexico) Total Audience Behavioral Analysis (interests) Destilled Beverages (40%) Live Events (36%) Social Media(32%) Dance Music (22%) Toys (22%) Sustaintability (17%) Audience
  • 26. Due to its own conception, every Social Network encourages different attitudes and habits, and users access and interact in different ways within them. You should select a Social Network depending on your communication objective and expected outcome. Source: Socialbakers, Q2 2019. Audience size (Reach) Volume activity Audience actions (Engagement) Social Media activity per platform in Mexico, Q2 2019 Social Media Platforms Conversion
  • 27. 41% 36% 36% 17% 29% 15% Some marketers thinks that content can live through all Social Platforms just because it is a Brand extension, so the content copy-paste practice is very common. However, this content does not necessarily construct a relationship with the audience. Instead it turns out boring, repetitive and not relevant for that particular Network. Source: Socialbakers, February – April, 2019. ORIGINALPLATFORM Global duplicated content per Social Network, 2019 (Median share of duplicate content on top 100 accounts) COPY - PASTED PLATFORM Content must suit all platform rules and communication objectives. Content Uniqueness
  • 28. NANO- INFLUENCERS MACRO- INFLUENCERS MICRO- INFLUENCERS CONVERSIONAWARENESS ENGAGEMENT >1M FOLLOWERS <50K FOLLOWERS <10K FOLLOWERS 85.28X 3.36X 1.27X POST REACH POST INTERACTIONS POST INTERACTIONS COST (-)(+) Source: Socialbakers, 2019. Is a powerful strategy to obtain large Brand exposure and help create authentic connection with audiences. Depending on the objective a specific type of Influencer should be designated. Macro-influencers have great Reach but Nano-influencers have high credibility in a specific niche. In addition, costs depend on what you’re trying to activate to an audience. Use Macro-influencers when trying to launch a new Brand or Product, Micro when you are trying to engage and Nano to convert. Descriptive table for Influencer selection (Number of Followers) Influencer Marketing
  • 29. Source: Socialbakers, Q2 2019. 0% 20% 40% 60% 80% 100% FACEBOOK INSTAGRAM Page Likes Brand Awareness Reach Post engagement Video Views Lead Generation Link Clicks APP Install Messages Conversions Others AWARENESS ENGAGEMENT CONVERSION Distribution of campaigns per Ad Objective targeting in Mexico, Q2 2019 (% share Facebook vs. Instagram) Every Social Network has its own Ad Objective depending on their communication objective. Use them to reach communication goals. Some networks are more useful to fulfill a particular objective. Invest to increase post goals using the formats available in every Social Network. Remember to invest only in Relevant Content. Social Media Ad Spending
  • 30. As you have seen, there is work to be done and different variables to consider. In the following pages you’ll find a useful guide to plan a Social Media strategy. Communication Objectives Awareness Engagement Conversion Relevant Content REACH · IMPRESSIONS · PROMOTED POST · CPM · CPC CONTENT · AUDIENCE · RELEVANCE SCORE · SOCIAL NETWORK · DARK POST · LIVE VIDEO · CALL-TO-ACTION VIDEO · PHOTOS · SHOPPING PAGES · CONVERSION RATE INFLUENCERS · ORGANIC POSTS · SEGMENTATION INTERACTION RATE · CTR · FREQUENCY · LIKES FOLLOWERS · QUALIFIED LEADS · CUSTOMERS · PAID · CPL
  • 31. AWARENESS • Spread the message to large audiences and possible clients • Be known by new Audience segments • Gain Brand visibility through reach and frequency • One way communication • The audience doesn’t need to interact
  • 32. Awareness Facebook and Twitter are the best Social Networks to perform Awareness strategies. Facebook has large audiences and Twitter has user activities. Social Media descriptive table per communication objective Awareness • Growth a community • Reach audience clusters • Position visually products • Message frequency • Growth a community • Audience reach • Message frequency • Hashtag position • Participate in trending topics • Influencer usage Engagement • Testimonials • Clicks • Lead generation • Show brands on a creative way • Generate interactions • Position brands on 18-29 audiences • Influencer usage Conversion • Lead conversion • Website traffic • Conversion at stores • Web traffic • Store conversions • Website purchases
  • 33. Awareness HR / DAY Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Source: Oberlo.com. Best publishing hours per Social Media platform The best moments for awareness in Facebook and Twitter are near lunchtime. Twitter has great activity every day of the week but not on Saturdays and Sundays. Facebook is great on Weekends.
  • 34. Awareness Content planning requires to know where most of the audience is and which are the most successful formats, in order to get the largest amount of eye balls. 95% 5% Mobile Desktop Social Media Usage per Device in Mexico (% impressions) Native vs. Live Video consumption in Facebook (% share, reached persons) Native Video Live Video 100% 80% 60% 40% 20% 0% %Videos 10 1,000 100,000 Reach Source: Socialbakers, 2019. Live Video and mobile content are a powerful combination to increase Brand visibility.
  • 35. Awareness Once you have identified your audience you can use a Social Media Inspiration tool to find inspiration for the kind of content you should post. Source: Socialbakers, 2019. Socialbakers Content Hub content examples (Ranked per total interactions in Facebook and Twitter) Results from the search: Music festivals and posts showing the experience of attending an event. Festival Line Ups and celebrities associated to the event generate great visibility.
  • 36. Awareness Once you know who your audience is you can plan Content according to their interests. Let’s imagine you are planning to launch a campaign for Awareness of an Entertainment company. Source: Socialbakers, 2019. REACH: 1.8 Millions IMPRESSIONS: 2.5 Millions FREQUENCY: 1.3 X VIDEO VIEWS: 670 K REACH: 6.3 Millions IMPRESSIONS: 12 Millions FREQUENCY: 1.9 X VIDEO VIEWS: 6.9 M Content Planning (Illustrative example) Live Events Videos / Photos stressing the experience of assisting to the Movies. Popcorn, beverages and finally a great star (X-Men) sitting next to you. Toys and Books Videos / Photos showing seasonal collectables related to the blockbuster. Video shows Woody’s popcorn boot and the experience of eating popcorn while enjoying the movie. (Approximated results) (Approximated results)
  • 37. Awareness Source: Socialbakers, 2019. Score represents relative performance in key metrics: interactions sums, interactions per 1k followers, number of followers and post activity. INFLUENCER CUMULATIVE FOLLOWERS INTERACTIONS LAST MONTH SCORE LAST MONTH Yuya @YUYACST 14.8 M 9.2M 100 Kimberly Loaiza @kimberly.loaiza 13.9 M 16.2 M 99 Yanet Garcia @iamyanetgarcia 11.1 M 10.7 M 99 Eugenio Derbez @ederbez 10.6 M 4.9 M 99 Paula Galindo @pautips 8.3 M 8.1 M 100 Top 5 Instagram Influencers in Mexico (Ranked per number of followers) BENEFITS TO PARTNER WITH A MACRO-INFLUENCER • Access to big audiences • Large level of Reach • Highly professionals • Help to raise a Brand • Perfect to position a new product or brand • Have a defined marketing process If you plan to use Social Media personalities for an Awareness objective, you need to hire a Macro-Influencer. The cost will be proportional to the size of Reach your Brand needs.
  • 38. Awareness 0.1 0.55 0.52 0.3 0.05 1.8 1.6 0.85 1.35 0.6 Facebook Feed Instagram Feed Instagram Stories Facebook intream video Facebook Video suggestion CPC CPM Source: Socialbakers, 2019. Several Brands promote their content to get larger audiences / reach. The best format position is on your Facebook feed, however it is the most expensive format in SM Ad positions. 63% 21% 9% 4% 3% Facebook Feed Instagram Feed Instagram Stories Facebook Video suggestion Facebook Video instream Top Ad Spend per platform and position in Mexico (% share) Unitary cost per platform and position in Mexico (US Dollars, Top 5 Brands) Remember to promote only Relevant Content. Better content gets cheaper CPMs.
  • 39. Awareness 79.9 182.3 - 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 Jan-17 Jul-17 Jan-18 Jul-18 Jan-19 Jul-19 Source: Socialbakers, Q2 2019. Despite all payable formats to increase visibility and Reach, in order to increase their audience some Brands are still investing in community growth (Fans purchase). Average cost per Ad Spend format in Facebook (US Dollars) Cost Per Mile Click – Through - Rate Cost per Page Fan Quality content rank = From January 2019 onwards, Cost per Page Fan has skyrocketed meanwhile CTR and CPM have slightly decreased. However some Brands continue to allocate their budgets in acquiring Fans instead of creating relevant content.
  • 40. Awareness Strategy Summary: • Focus all your efforts in publishing relevant content • Think on developing mobile first content • Invest and promote only content with a potential to be amplified • Post Live Video or Video / Slideshows to show your Brand or product • Use Macro-Influencers according to your Brand to increase message Reach • Avoid buying Fans / Followers at any cost. Social Media importance should always be focused on content • Develop a mix of organic content and Reach via CPM formats on Facebook Feeds to increase message impressions • Measure the success with: Reach, Impressions and Frequency. Remember the outcome is to get the larger eye balls
  • 41. ENGAGEMENT • Use of compelling and strategic content to create a bond with your audience and generate significant interactions • It is the most effective moment to communicate with audiences and provide relevance through content • Increasing the number of potential clients leads to more conversions • Actions are measurable and ROI is trackable
  • 42. Engagement Instagram is the best Social Media Network to generate engagement. Due to its format, Content motivates and inspires Users to interact with the publications. Instagram is the best platform for the Engagement objective but Social platforms and objectives are not mutually exclusive. You should use a mix of them for certain actions. Awareness • Growth a community • Reach audience clusters • Position visually products • Message frequency • Growth a community • Audience reach • Message frequency • Hashtag position • Participate in trending topics • Influencer usage Engagement • Testimonials • Clicks • Lead generation • Show brands on a creative way • Generate interactions • Position brands on 18-29 audiences • Influencer usage Conversion • Lead conversion • Website traffic • Conversion at stores • Web traffic • Store conversions • Website purchases Social Media descriptive table per communication objective
  • 43. Engagement Some social platforms are more likely to reach a specific goal and others are more related to industries with respect to their ease of provoking emotions and interaction. Source: Socialbakers, Q2 2019. Interactions per platform and industry in Mexico, 2019 (% share) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% FACEBOOK INSTAGRAM Retail food Others Others Automotive Automotive Alcohol Electronics Hotels Beauty FashionFashion Retail Retail E-commerce Household Goods E-commerce FMCG Corporate FMCG Food
  • 44. Engagement Source: Oberlo.com. Best publishing hours per Social Media platform The best moment to engage with the audience in Instagram is on Mondays, Wednesdays and Thursdays during business hours and after work. The best day to generate interactions is on Wednesdays. HR / DAY Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
  • 45. Engagement Once you have identified your audience you can use a Social Media Inspiration tool to find inspiration for what kind of content you should post. Source: Socialbakers, 2019. Socialbakers Content Hub content examples (Ranked per total interactions in Instagram) Results from the search: Live event festivals and concerts showing the experience of spend time with friends. Music is mostly the center of their online communication. They enjoy drinking beer and having informal meals.
  • 46. Engagement A Beer brand owns a 47% of female audience in Social Media. Content planned for engagement should include more activities for women or men. Brands have to touch audience interests and evoke emotions and content interactions. 53% 47% Male Female Audience per Genre (% share) Source: Socialbakers, Q2 2019. Content Planning (illustrative example) Live Events (47%) Social Media (21%) Use the Music Festival seasonality to provoke interactions and conversation with potential audience WhatsApp group friends could be a great conversation opener. Social Media and Beer are a great combination.
  • 47. Engagement Source: Socialbakers, 2019. Images and carrousels as content formats are most likely to generate engagement. However, stories have started to take over as the most interactive content on Instagram to create freshness and content personalization. 87 63 53 Carrusel Imagen Video Top content formats in Instagram in Mexico (Average interactions per post) 41% 59% Posts Stories Interactions in Instagram per post type in Mexico, 2019 (% Share) Instagram Stories had increased its completion rate +35% Consider using Instagram Stories to create more engaging contents.
  • 48. Engagement PROFILE % INFLUENCER INTERACTION % INFLUENCER POSTS COOPERATION EFFICIENCY Nutrisa @nutrisamx 99.5% 4.1% 4,586.0 X Tequila Cazadores @tequilacazadores 99.6% 15.7% 1,564.8 X Clip @clip.mx 98.0% 3.7% 1,278.6 X Garnier Fructis México @fructismx 98.6% 6.6% 997.5 X Promoda Outlet @promodaoutlet 93.7% 2.4% 605.1 X Influencers will increase the impact of the campaign you are trying to position. Interactions of an #AD will be exponentially increased by the cooperation of an Influencer. BENEFITS OF PARTNERING WITH MICRO-INLUENCERS • Access to large and heterogenous audiences • Well established among the audience • Experience working with Brands Source: Socialbakers, Q2 2019. Cooperation efficiency profiles in Instagram by using Influencer Marketing in Mexico, Q2 2019 (Illustrative example) Cooperation efficiency: ratio of average interactions on an influencer’s post mentioning the brand compared to a post published by the brand itself. Influencer interactions: represents the % of interactions provided by Influencers regarding an specific campaign. Influencer Posts: represents the number of specific campaign posts posted by the influencer.
  • 49. Engagement Source: Socialbakers, 2019. Brands are already investing in Ads and Instagram Feed is the main destiny. Stories have started to take relevance in Ad Spend. 0.1 0.55 0.52 0.3 0.05 1.8 1.6 0.85 1.35 0.6 Facebook Feed Instagram Feed Instagram Stories Facebook intream video Facebook Video suggestion CPC CPM 63% 21% 9% 4% 3% Facebook Feed Instagram Feed Instagram Stories Facebook Video suggestion Facebook Video instream Ad Spend per platform and position in Mexico (% share) Unitary cost per platform and position in Mexico (US Dollars, Top 5 Brands) CPC is much cheaper than CPM on Instagram. Once the strategy is defined allocate budget in Clicks Ad Spend.
  • 50. Engagement 0.03 0.05 0.05 0.06 0.06 0.06 42.7 45.5 8.6 32.3 31.7 33.9 - 1.00 2.00 Jan-17 Jul-17 Jan-18 Jul-18 Jan-19 Jul-19 Cost per Mile Cost per Click Click-through-rate Unitary cost per Ad Format trend in Mexico, 2019 (US Dollars, Thousands of average clicks) Brands already develop CPC strategies but are not successful enough to meet the necessary CTR to convert leads into customers. Total Clicks (‘000) Source: Socialbakers, Q2 2019. A good engagement Ad strategy has to consider that CTR will derive in sales. Engagement Ad Formats have to qualify leads to turn them into customers.
  • 51. • Only publish content that generates interaction • Develop mobile first content • Develop visual carousels and images showing the Brand or product benefits and differentiators • Do not forget about Instagram stories; several interactions are happening there • Use Micro-influencers already positioned within an industry • Determine which are the formats that tend to provide the higher number of clicks • Invest on a mix of organic content and incentive interaction through CPC formats • Remember that in this stage you’re qualifying potential leads to close a deal Engagement Strategy Summary:
  • 52. CONVERSION • Focus on optimizing the mix of organic and paid content to turn a qualified lead into a customer • Pull towards a Lead to fulfill a conversion • A conversion could be considered Website traffic, Onsite Sales and Store traffic • Successful conversions increase the conversion rate
  • 53. Conversion Use preestablished Ad Formats to generate conversions. Facebook and Instagram Shopping Pages are useful to increase sales. Awareness • Growth a community • Reach audience clusters • Position visually products • Message frequency • Growth a community • Audience reach • Message frequency • Hashtag position • Participate in trending topics • Influencer usage Engagement • Testimonials • Clicks • Lead generation • Show brands on a creative way • Generate interactions • Position brands on 18-29 audiences • Influencer usage Conversion • Lead conversion • Website traffic • Conversion at stores • Web traffic • Store conversions • Website purchases Social Media descriptive table per communication objective Regarding the visual formats to show product benefits, Facebook and Instagram are the best platforms to generate conversions.
  • 54. Conversion Source: Socialbakers, 2019. One way to plan your Conversion Social Media strategy is Bottom – Up. Once you know who your customers are, you can go back and start planning for those who are already your clients: Which are the top sales, landing and exit pages. 11% 41% 33% 11% 4% 1% 0% 13-17 18-24 25-34 35-44 45-54 55-64 65+ 42% 58% Demographic Analysis (age, genre) Audience example (Entertainment industry in Mexico) 0% 7% 43% 28% 11% 8% 3% 13-17 18-24 25-34 35-44 45-54 55-64 65+ 46% 54% Awareness + Engagement Conversion Behavioral Analysis (interests) Men Women
  • 55. Conversion Source: GEICO and CarInsurance in Facebook, Twitter and Instagram, 2019. Conversion posts owns several modalities but the most important part is using clear content showing the benefits of purchasing the product. The call- to-action should indicate that there will be benefits derived from the conversion. Posts that tend to convert within the financial industry (Illustrative example of the car insurance industry in the U.S.)
  • 56. Conversion 3.1% 4.8% 4.7% 6.0% 6.7% 7.6% 9.1% Q1 2016 Q3 2016 Q1 2017 Q3 2017 Q1 2018 Q3 2018 Q1 2019 US social referral traffic to Ecommerce sites per platform, 2019 (% share per Platform) Source: eMarketer, April, 2019. In the U.S. 9.1% of website traffic to Ecommerce sites come from Social Networks, 91% corresponds to Facebook and Instagram. 80.4% 10.7% 8.2% 0.4% 0.3% Facebook Instagram Pinterest Reddir Twitter Total US social referral traffic to Ecommerce Sites, 2016 - 2019 (% Share) Remember Mexico’s E-commerce growth rate (‘18-’23) will be the world’s largest. Be prepared to perform Social Media conversion strategies.
  • 57. Conversion Nano-Influencers have high credibility and are recognized as an authority on a specific theme. Source: Socialbakers, 2019. BENEFITS TO PARTNER A NANO-INFLUENCER • Strong relationship with an audience that trust their recommendations • Covers a wide range of niches • Has better engagement and conversion rates • Cheaper than Influencers who own more followers • Usually accepts products in exchange PROFILE CUMULATIVE FOLLOWERS INTERACTION PER 1K FOLLOWERS SCORE LAST MONTH Lidia Rodríguez @lidiarodriguezencabo 9.5 K 149 100 Juan Pablo @juanpablotevini 8.9 K 118.2 100 ÁNGEL PÉREZ @angelperezp 6.5 K 141.2 100 Rut Castillo @rut_castillo 9.8 K 83.6 100 Frida Nicole @nicoleavila_04 6.3 K 134.8 100 Top sports Nano-Influencers in Instagram in Mexico, Q2 2019 (Rank per last month score)
  • 58. Conversion 1.65 0.77 0.27 0.16 0.14 Facebook Feed Facebook Suggested Video Instagram Feed Facebook instream Video Instagram Stories Average CTR by Platform and Position in Mexico (Top 5 by relative spend) Source: Socialbakers, 2019. Click Through Rate Evolution (Top 5 by relative spend) 2.03 1.89 1.70 1.59 1.17 1.16 Jan-17 Jul-17 Jan-18 Jul-18 Jan-19 Jul-19 Social Media click-trough-rate (CTR) has dramatically decrease in the last years (-38% vs. July 2017). Formats with the best CTRs are Facebook Feed and suggested videos. Click-through-rate
  • 59. Conversion Source: Socialbakers, Q2 2019. 2.0 1.9 1.7 1.6 1.2 1.2 - 10.0 20.0 30.0 40.0 50.0 - 1.0 2.0 3.0 Jan-17 Jul-17 Jan-18 Jul-18 Jan-19 Jul-19 Ad Formats and performance metrics in Facebook in Mexico, 2017 - 2019 (Thousand clicks, millions of impressions and reach and click-through-rate) Reach (Millions) Click-through-rate Total Click (‘000) Impressions (Millions) Mexican Brands have already understood that pay-to-play is part of the post strategy but not all of them understood that they need to solve three stages simultaneously. Find a balance between Awareness, Engagement and Conversion. CTR must be large enough to generate needed qualified leads.
  • 60. • Only publish content that tends to result in a sale • Think in developing mobile first content • Use a mix of organic content showing the product but also the Ad Cards to promote Website traffic • Use Nano-influencers credibility to pull audiences towards conversion • Posts must be very clear on what the conversion is about. Copy + image + call-to-action alignment • Remember to set Facebook pixels to track all your efforts and ROI calculation • If you allocate budget to this objective, use the preestablished Ad Formats by every Social Network Conversion Strategy Summary:
  • 61. Summary The stages of the customer journey are highly correlated with each other and are all equally necessary for Brand Equity and Monetization. AWARENESS Reach, Impressions, Frequency ENGAGEMENT Interactions, Clicks, Leads BRAND EQUITY & MONETIZATION Low Profitability Low Brand Loyalty Low Product Differentiation Site traffic, Purchases, Conversion Rate CONVERSION
  • 62. Summary After deciding which communication objective you need to work on. Remember to consider specifications of every stage: Awareness • Facebook & Twitter content strategy • Live video or highly visual images of the product • Ideal for brand or product launch • Use Macro-influencers • Invest in boosting relevant content in feeds Engagement • Mostly use Instagram to develop a strategy • Use stories and carousels to show brand attributes and differentiators • Use clear copy’s of what you expect from your audience • Use Micro-influencers • Invest in CPC Ad formats highly associated to the action needed Conversion • Facebook & Instagram are the best Networks • Clear copy and Images about the expected conversion • Use Nano-influencers • Use formats specific to each platform: Shopping pages • Invest on formats that generate the best conversion rates
  • 63. September, 2019 Legal Disclaimer: This study has been prepared by Socialbakers for the exclusive use of the party to whom Socialbakers delivers this study. This study was developed internally using public data and Socialbakers proprietary data. Socialbakers has not verified the third- party data contained herein. Its primary goal is to provide a guide of how to perform a successful Social Media strategy and tend to provide Best practices for marketers. This Study should not take in account as a foolproof document. Socialbakers generate and distribute this material to increase Social Media marketing savviness and spread knowledge. Adrián Bravo Regional Leader LATAM adrian.bravo.mx@socialbakers.com Veronica Bank PR Agency – Socialbakers LATAM vbanck@loop-consultores.com Julio Sosa Presales Manager LATAM julio.sosa.mx@socialbakers.com