O Cenário Digital e as Métricas que realmente importam

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

www.facebook.com/comscoreinc @comScoreBR #SMWSP [email protected]

Social Media Week

Setembro de 2014

Alex Banks, VP Latin America & Director Brazil

Tania Yuki, CEO e Fundadora do Shareablee

http://www.facebook.com/comscoreinc

https://twitter.com/comScoreLATAM



mailto:[email protected]

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 2

Cenário das Redes Sociais

© comScore, Inc. Proprietary. 3

Fonte: comScore Media Metrix®, Julho2014, Global, Casa e Trabalho, PC-Laptop, Idade15+

Engajamento em Redes Sociais por Região

8.13 7.41

6.38

4.96

2.49

América Latina Europa América doNorte

Africa Asia-Pacifico

Média de Horas por Visitante


Fonte: comScore Media Metrix®, Julho 2014, Casa e Trablho, PC-Laptop, Idade15+

Em todas as Regiões do Mundo, as Mulheres são mais

engajadas

7.75

6.70

5.42

4.57

2.36

8.51

8.12

7.27

5.61

2.65

América Latina

Europa

América do Norte

Global

Asia Pacífico

Média de Horas por Visitante

Homens Mulheres


Fonte: comScore Media Metrix®, Julho 2014, Casa e Trabalho, PC-Laptop, Idade 15+

No Brasil, a Média de Minutos por Visita em Sites de Redes Sociais é

maior do que em cada Região do Mundo.

Média de Minutos por Visita em Sites de Redes Sociais

América Latina África Europa Global América do Norte Ásia Pacífico

Brasil

18.5

Worldwid

e

12.5


Fonte: comScore Media Metrix®, Julho 2014, Global, Casa e Trabalho, PC-Laptop,

Idade 15+

O Brasil é o País Latino com Maior Número de Visitantes Diários em

Redes Sociais

60,584

30,118

7,050 6,825 2,737 1,996 1,974 647

Média de Visitantes Diários(000)


Fonte: comScore Media Metrix®, Julho 2014, Global, Casa e Trabalho, PC-Laptop, Idade 15+

O Brasil é responsável por 10% do tempo total consumido globalmente

em Redes Sociais, ocupando o segundo lugar

69,586

48,171

45,040

29,895

18,876

15,501

13,478

11,867

11,708

10,555

United States

Brazil

Russian Federation

China

Turkey

Germany

United Kingdom

Italy

India

France

Total de Minutos (MM)



Social Media é a categoria com maior tempo de navegação entre os

internautas brasileiros

50,577

30,946 27,090

23,386

15,678

Social Media CorporatePresence

Portais Serviços Entretenimento

Total de Minutos(MM)


Perfil da Audiência de Social Media no Brasil

9.0

26.9 26.2

18.8

12.3

6.8

Pessoas: 6-14

Pessoas:15-24

Pessoas:25-34

Pessoas:35-44

Pessoas:45-54

Pessoas:55+

% del Total de Visitantes Únicos

Homens 47%

Mulheres 53%

% Composição de Minutos



Pessoas de 45 a 55 anos têm grande afinidade com Redes Sociais,

porém são menos engajadas do que os mais jovens

107

121

90

88

94

95

Índice de Engajamento

57

109

107

108

109

108

Pessoas: 6-14

Pessoas: 15-24

Pessoas: 25-34

Pessoas: 35-44

Pessoas: 45-54

Pessoas: 55+

Índice de Afinidade



Mais da metade da audiência da categoria de Redes Sociais está

concentrada na Região Sudeste, com São Paulo sendo responsável por

29%


Centro-Oeste

8% Norte 5%

Nordeste 19%

Sul 17%

Sudeste 51%

% Por Região

São Paulo 29%

Rio de Janeiro

12%

Minas Gerai

s 8%

Paraná 6%

Rio Grande do

Sul 7%

Santa Catarina

4%

Bahia 5%

Distrito Federal

4%

Other 25%

% Por Estado


Fonte: comScore Media Metrix®, Julho 2014, Casa e Trablho, Brasil, PC/Laptop, Idade 6+

Distribuição de Tempo em Redes Sociais no Brasil

Facebook 96.7%

TWITTER.COM 0.8%

BADOO.COM 0.8%

TUMBLR.COM 0.6%

VOSTU.COM 0.3%

Linkedin 0.3%

ASK.FM 0.2%

Orkut 0.2%

Other 3.3%

© comScore, Inc. Proprietary. 14 © comScore, Inc. Proprietary.

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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

3,000,000

3,500,000

January February March April May June

Number of Fans

Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Food/Beverage

Brasil - Media/News/Publishing Brasil - QSR Brasil - TV

January to June 2014

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook


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

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

January February March April May June

Unique Engaged Audience

Brasil - Entertainment Brasil - Fashion/Clothing Brasil - Food/Beverage

Brasil - Media/News/Publishing Brasil - QSR Brasil - TV



Platforms: Facebook


Brasil’s Social Loyalty Snapshot: 08/01 - 08/31

75%

41%

92%

1%

43%

5%

24%

17%

3%

Actions

Posts

Fans

Facebook Twitter Instagram


Fans 1,600,926

(+2.6%)

93,520

(+10.8%)

46,557

(+72.4%)

Posts/Week 22

(0%)

24

(-6%)

9

(0%)

Actions 230,105

(-16%)

3,003

(-23%)

72,934

(+1.3%)

Average Post

Engagement

0.14%

(-19%)

0.031%

(-26%)

3.66%

(-17%)

August Top Post

August 1 to August 31, 2014


Platforms: Facebook, Twitter, Instagram

https://www.facebook.com/155993824417669/posts/956298387720538

https://twitter.com/veja/status/498091714813632512

http://instagram.com/p/r9h_HuqXmc/


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

increasing by 71% since 2013 across top properties in Brasil while post frequency

went down.

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

Average Social Moments Across Brasil’s Top Facebook Pages Source: Shareablee January 2013 to June 2014.

Brasil Pages

+71%


Average Number of Posts Across Brasil’s Top Facebook Pages Source: Shareablee January 2013 to June 2014.

Brasil Pages

-5%

100 95

140K

240K

January 2013 to May 2014


Platforms: Facebook


0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000


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.


Platforms: Facebook

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 Source: Shareablee January 2013 to June 2014.


Action Growth: Engagement with Facebook pages in Latin America largely

follows the same trend in growth that attracting fans does across the region.


Platforms: Facebook


+71% +87% +137% +223% +181% +69% +110%


Twitter sees a more significant increase in total engagement, even while the

number of tweets doesn’t increase dramatically.

Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14

Average Social Moments Across Brasil’s Top Twitter Pages Source: Shareablee January 2014 to June 2014.

Brasil Pages

+184%


Average Number of Tweets Across Brasil’s Top Pages Source: Shareablee January 2014 to June 2014.

Brasil Pages

+12%

70

79

879

2,494

January 2014 to June 2014


Platforms: Twitter


0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000


Actions Growth across Twitter in Latin America Source: Shareablee January 2014 to June 2014.

Argentina Brasil Chile Colombia Mexico Peru Latin America

Action Growth: Engagement with Twitter pages in Latin America sees the same

growth trend that Facebook sees, but there is a more rapid pace of engagement

expansion.


Platforms: Twitter


+184% +233% +219% +455% +1410% +172% +264%


Instagram has seen the most dramatic increase in both post frequency (177%) and

engagement (403%) on a brand by brand level.


Average Number of Media Across Brasil’s Top Instagram Pages Source: Shareablee January 2013 to June 2014.

Brasil Pages

+177%

12

34



Platforms: Instagram


Average Monthly Actions across Brasil's Top Instagram Pages Source: Shareablee January 2013 to June 2014.

Brasil Pages

+403%

12K

59K


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

particularly in their use of Instagram in Brasil. Brands in Brasil 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 Brasil's Top Instagram Properties 34K

Actions per Post (average) 1081


Monthly Actions on Instagram across Brasil's Top Properties Source: Shareablee January 2013 to June 2014.

Brasil Pages

+751%

452K 3.8M



Platforms: Instagram


Total Actions by Type of Engagement with Month/Month Growth

for the Top 5 Social industries in Brasil (ranked by total Facebook

Engagement) 08/01 - 08/31

-14%

+26%

-0%

-20% +10% -7%

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

Likes Comments Shares



Platforms: Facebook


Facebook Metrics: Top 5 Verticals in Brasil (ranked by total Facebook

Engagement) 08/01 - 08/31

Page

Unique

Engaged

Audience

Fans Avg. Post

Engagement

Total

posts

Total

Actions

Actions

per Post

Shares

per Post

Comments

per Post

Brasil Pages 204,606 1,600,926 0.14% 99 230,105 2,320 321 104

1. Media/News/Publishin

g 990,515 1,383,554 0.22% 398 1,207,956 3,037 513 153

2. Entertainment 329,726 1,585,676 0.24% 101 380,092 3,768 698 160

3. Food/Beverage 118,608 1,977,074 0.12% 61 146,654 2,411 134 95

4. Retail 112,286 1,206,074 0.11% 108 139,500 1,288 153 82

5. Fashion/Clothing 81,107 1,432,922 0.07% 88 92,825 1,056 83 19

*Ranked by Unique Engaged Audience



Platforms: Facebook


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


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

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



Platforms: Facebook

+538%


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

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

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

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.



Platforms: Facebook

+209%

+788%

+359%

+369%


93.5%

5.6% 0.8%

ENGAGEMENT BY

PLATFORM IN BRASIL:

The Pie is Growing

(But Facebook still

rules)

50%

Q2 2013

331M Actions

Q2 2014

470M Actions 93.5%

5.9% 0.6%





Argentina 14%

Brasil Pages 58%

Chile 3%

Colombia 5%

Mexico 21%

Peru 7%

Q2 2013 Argentina

11%

Brasil Pages 50%

Chile 3%

Colombia 7%

Mexico 25%

Peru 8%

Q2 2014

The overall volume of activity in Latin America has increased, with Brasil generating the

majority of the activity. Mexico’s piece of the pie has grown as a percentage, but Brasil

still sees a significantly higher volume of engagement.


Platforms: Facebook

Q2 2013

559M Actions

Q2 2014

1.02BN Actions

April 2013 to June 2014


TV Networks in Brasil have increased their post frequency, but the increase in

total activity has rivaled that steadily throughout the year

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 Jul-14 Aug-14

Average Social Moments Across Brasil’s Top TV Networks Source: Shareablee January 2013 to August 2014.

TV Networks

+400%


Average Number of Posts Across Brasil’s Top TV Networks Source: Shareablee January 2013 to August 2014.

TV Networks

+80%

150

269

135K 675K



Platforms: Facebook


Top 10 TV Networks in Brasil of 2014 ranked by total actions

0 20,000,000 40,000,000 60,000,000

Rede Globo

Esporte Interativo

SporTV

Igreja Universal

Rede Record

SBT

Brasil - TVNetworks

Disney ChannelBrasil

Telecine

Canal GNT

Total Actions Total Fans

Total actions and fans across Facebook; Jan – Aug 2014

Actions/Post Posts/Week

18,882 86

8,782 168

11,207 74

7,228 114

11,471 58

12,798 44

2,874 50

10,182 8

2,032 39

2,528 29

MILLIONS


Post Type: Photos consistently drive content performance across TV

Networks, while all other post types see dramatic decreases in engagement,

especially Link posts.

3% 38% 6% 52%

% Type of Posts - Facebook

2%

2%

2%

94%

Status Link Video Photo

% Engagement Driven by These Posts -

Facebook

January to August 2014


Platforms: Facebook


Content frequency has been consistently growing

0

100

200

300

400

500

600

700

800

900


Average Monthly Posts Per Publication on Facebook Source: Shareablee January 2013 to August 2014

Brasil - Publishing - Entertainment Brasil - Publishing - Fashion/Style Brasil - Publishing - Finance/Banking

Brasil - Publishing - Food Brasil - Publishing - General Brasil - Publishing - Lifestyle

+56%

+156%

+119%

+26%

+100%

+86%

January 2013 to August 2014


Platforms: Facebook


But the results, in terms of active, engaged audiences, are far

outpacing the effort


0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000


Average Monthly Actions Per Publication on Facebook Source: Shareablee January 2013 to August 2014

Brasil - Publishing - Entertainment Brasil - Publishing - Fashion/Style Brasil - Publishing - Finance/Banking

Brasil - Publishing - Food Brasil - Publishing - General Brasil - Publishing - Lifestyle

+1,998%

+16,684%

+1,217%

+1,586%

+1,588%

+5%


Platforms: Facebook


But YTD, General Publishing (News, etc.) still make up 58% of all

engaged audiences

Entertainment, 12%

Fashion/Style, 5%

Finance/Banking, 1%

Food, 12%

General, 58%

Lifestyle, 12%

Share of Voice



Platforms: Facebook


How Loyal are Social Audiences?

13%

16%

17%

17%

23%

28%

Finance/Banking

Food

Lifestyle

Entertainment

Fashion/Style

General

% Returning

August 2014


Platforms: Facebook


How much of my engagement consists of what I value

most?

11%

27% 24%

39%

15%

8%

2%

2% 3%

3%

8%

2%

87%

71% 74%

58%

77%

90%

Entertainment Fashion/Style Finance/Banking Food General Lifestyle

Shares Comments Likes

August 2014


Platforms: Facebook


Measuring Audience Quality


How Loyal are Social Audiences per Country?

27%

28%

29%

32%

33%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brasil

Argentina

Peru

Colombia

Mexico

Chile

% Returning

June 2014


Platforms: Facebook


Top 5 Verticals in Brasil - Social Loyalty Snapshot: 08/01 - 08/31

New 85%

Returning 15%

Fashion/

Clothing

New vs. Returning Audience

New 89%

Returning 11%

Food/

Beverage

New 84%

Returning 16%

Entertainment

New 76%

Returning 24%

Media/News/

Publishing

New 78%

Returning 22%

Retail



Platforms: Facebook


How much of my engagement consists of what I value most in Latin

America?

12% 7%

12%

20%

11% 12% 10% 17% 19% 20%

5% 11% 9% 12% 10%

13% 10%

6%

4%

5%

7%

3% 4%

6%

4% 7% 6%

5%

6% 7% 8% 10% 5% 9%

82% 89%

83%

73%

86% 84% 85% 79%

74% 74%

90% 83% 84%

81% 80% 82% 81%

Shares Comments LikesSource: Shareablee Social Loyalty Platform 2014

Platforms: Facebook



Brasil 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 LikesSource: Shareablee Social Loyalty Platform 2014

Platforms: Facebook



Brasil Social Loyalty Snapshot: 08/01 - 08/31 47

188,008

1,614

70,419

31,829

1,390

10,268

2,515


Likes Shares Comments


Fans 1,600,926 93,520 46,557

Total Actions 230,105 3,003 72,934

Likes/Favorites 188,008 31,829 10,268

Shares/Retweets 1,614 1,390 -

Comments 70,419 - 2,515

Retweets 46%

Favorites 54%

Twitter

Likes 82%

Shares 14%

Comments 4%

Facebook

Likes 97%

Comments 3%

Instagram





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 Source: Shareablee January 2013 to June 2014.


Amplification Growth: While Brasil sees the largest volume of sharing in Latin

America, Mexico sees the highest growth with a 189% increase in sharing

since January 2013


Platforms: Facebook


-10% +93% +129% +189% +71% +30% +17%


While the overall engagement rate has increased in Brasil by 71%

since January 2013, Sharing has actually decreased

Jan 2013 June 2014

Total Shares 27,665,553 24,847,017

(-10%)

Shares per Post 423 403

(-5%)

Posts per Month 100 95

(-5%)


Platforms: Facebook



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

Brasil Pages

-10%

28M

25M


Media/News/Publishing pages dominate the total amount of shares in

Brasil, but Entertainment, Food/Beverage and Health/Beauty have a

strong showing as well.

Automotive 1%

CPG 2%

Entertainment 14% Fashion/Clothing

2%

Finance/Banking 0%

Food/Beverage 6%

Health/Beauty 5%

Media/News/Publishing 57%

Other 5%

Quick Serve Restaurant

0% Retail 4%

Sports 0%

Technology 1%

Telecom 1%

Travel/Leisure 1%

TV 1% % of Shares

Automotive

CPG

Entertainment

Fashion/Clothing

Finance/Banking

Food/Beverage

Health/Beauty

Media/News/Publishing

Other


Retail

Sports

Technology

Telecom

Travel/Leisure

TV


Platforms: Facebook



Measuring Social Discussions: Media/News/Publishing still sees the highest

portion of commenting, but Food/Beverages sees a significant amount of

comments, greatly increasing from the volume of shares.

Automotive 1%

CPG 2%

Entertainment 5% Fashion/Clothing

1%

Finance/Banking 0%

Food/Beverage 12%

Health/Beauty 2%

Media/News/Publishing 60%

Other 2%


0%

Retail 6%

Sports 0%

Technology 2%

Telecom 1%

Travel/Leisure 1%

TV 3%

Share of Social Word of Mouth


Platforms: Facebook



The Impact of Content Strategy


0

20

40

60

80

100

120

140


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

LatAm Brasil Pages USA

Frequency Growth: While LatAm and the US see an increase in monthly posts per

brand, Brasil actually sees a slight decrease throughout the year.


Platforms: Facebook


+29% -5% +35%


0

50

100

150

200

250

300

350

400

450


Average Monthly Posts Per Brand in Brasil across Facebook Source: Shareablee January 2013 to June 2014.

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

Post Frequency: how much should you post? Brasil saw a decrease in overall post frequency

throughout since 2013. Media/News/Publishing brands post most frequently, increasing their

frequency by 17% since 2013. This increase in post frequency is accompanied by a 538% increase

in engagement for the category.



Platforms: Facebook

+17%


Post Type: Photos consistently drive content performance across top pages

in Brasil in H1 2014. Videos also see a slight boost in engagement, while

Status and Link posts see a dramatic decrease in engagement.

3% 12%

2%

82% % Type of Posts - Facebook

1% 3% 3%

93%

Status Link Video Photo

% Engagement Driven by These Posts -

Facebook



Platforms: Facebook


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

95%

77% 77%

2% 2% 1% 1% 4% 4% 2%

17% 18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

Photo Video Status Link% POST

% ENGAGEMENT 97%

92% 91%

2% 1% 3% 0% 1% 1% 1% 5% 6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Brasil - Fashion/Clothing Brasil - Media/News/Publishing Brasil - Travel/LeisureSource: Shareablee Social Loyalty Platform 2014

Platforms: Facebook



How much is post type strategy affected by vertical in Latin America?

87.6%

56.2%

74.8%

3.8% 1.1% 8.3%

2.1% 4.9% 5.0% 6.4%

37.7%

11.8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Latin America - Fashion/Clothing Latin America - Media/News/Publishing Latin America - Travel/Leisure

Photo Video Status Link% POST

% ENGAGEMENT

92.9%

85.0%

92.7%

5.3% 1.0% 2.5% 0.4% 1.3% 1.0% 1.3%

12.6%

3.5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Latin America - Fashion/Clothing Latin America - Media/News/Publishing Latin America - Travel/Leisure



Platforms: Facebook


Some brands/industries use certain calls to action to drive more engagement

(likes, shares, comments). What about Including Questions with Facebook Posts?

25%

22%

75%

78%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Engagement

Posts

Includes Question Does Not Include Question

* For Pages in Brasil, Including Questions in August 2014 was a strategy

that increased engagement by 14%.

August 2014


Platforms: Facebook


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



Obrigado!

Thank you!

Setembro de 2014

Alex Banks, VP Latin America & Director Brazil







O Cenário Digital e as Métricas que realmente importam

Internet

Transcript of O Cenário Digital e as Métricas que realmente importam