State of Social Media in Mexico
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October 10, 2014Presented by Dan PiechDirector of Product, Shareablee
[email protected]@shareablee
#socialmediamexico
State of Social Media in Mexico
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What We DoMonitor the social performance of over 51,000 properties, daily.
We use big dmarketers s
Where to focus tito maximize th
effectivtheir social cont
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Three Key BenefitsBoost your social ROI
CompetitiveBenchmarking
Audience EngagementInsights
Actionable PredictiveAnalytics
Measure what matters in social media, acroall platforms
Understand the quality of your engagedaudience their interests and value
Real time insights across all your socialplatforms, and competitive best practices
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What is your biggest question when it comes to social media measurement?
?
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What is your biggest question when it comes to social media measurement?
What is the platform mix , timing and content required to deliver maximumreach . What is the cocktail to achieve viral phenomenon... the holy grail of
Audience insights across platforms
Verification of social medias value as an advertising medium
What is the direct and indirect value of each social interaction ?
How will the social media ecosystem evolve ?
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Key Trends:Social is growing
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0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
January February March April May June July Augu
Number of Fans
Entertainment Fashion/Clothing Food/Beverage Media/News/Publishing
Why engagement (and not just fans and impressions)?
Source: Shareablee Social Loyalty Platform: Facebook
Time Period: Jan 2014 Sept 2014
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0
50,000
100,000
150,000
200,000
250,000
January February March April May June July Augu
Unique Engaged Audience
Entertainment Fashion/Clothing Food/Beverage Media/News/Publishing
By measuring by size of a companys active audience, youcan get an idea of the ROI for social media
Source: Shareablee Social Loyalty Platform: Facebook
Time Period: Jan 2014 Sept 2014
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0
50,000
100,000
150,000
200,000
250,000Unique Engaged Audience
Entertainment Fashion/Clothing Food/Beverage Media/News/Publishing Dining
By measuring by size of a companys active audience, youcan get an idea of the ROI for social media
Source: Shareablee Social Loyalty Platform: Facebook
Time Period: Sept 2014
0
200,000
400,000600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000Number of Fans
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Facebook Dominates in Mexico
98.9%
0.3%0.8%
Facebook
Instagram
TwitterQ1 201387 Million Actions
Source: Shareablee Social Loyalty Platform: Facebook, Twitter, Instagram
Time Period: Jan 2013 Augus t 2014
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Facebook Dominates in Mexico
98
0.5%1
Fac
Ins
Tw
Q1 2014173 Million Actions
98.9%
0.3%0.8%
Facebook
Instagram
TwitterQ1 201387 Million Actions
Source: Shareablee Social Loyalty Platform: Facebook, Twitter, Instagram
Time Period: Jan 2013 Augus t 2014
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sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 jul-14 ag
Facebook: Average Fans per Page
401K
Source: Shareablee Social Loyalty Platform: FacebookTime Period: Sept 2013 Sept 2014
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sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 jul-14 ag
Facebook: Average Social Actions per Page
sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 jul-14 ag
Facebook: Average Fans per Page
401K
Source: Shareablee Social Loyalty Platform: FacebookTime Period: Sept 2013 Sept 2014
68K
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sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 jul-14 ag
Twitter: Average Followers per Account
17K
Source: Shareablee Social Loyalty Platform: FacebookTime Period: Sept 2013 Sept 2014
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The Rise of Instagram: Instagram is still in the early stages as a Social networin Mexico, but there are already promising results
Instagram Snapshot:Mexico, Sept 2014
Engaged Social Actions on Top Instagram Properties 4,800,000
Total Posts by Top Instagram Accounts 13,000
Actions per Post (average) 433
Source: Shareablee Social Loyalty Platform: InstagramTime Period: Sept 2013 Sept 2014
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sep-13 oct-13 nov-13 dic-13 ene-14 feb-14 mar-14 abr-14 may-14 jun-14 jul-14 ag
Instagram: Average Social Actions per Account
Source: Shareablee Social Loyalty Platform: FacebookTime Period: Sept 2013 Sept 2014
172k
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ArgentinaPages
7%
[CATEGORYNAME]
[PERCENTAGE]
Chile Pages2%
Colombia
Pages4%
MexicoPages21%
Peru Pages7%
Q1 2013Q1 2013
329 MillionActions
Source: Shareablee Social Loyalty Platform: FacebookTime Period: Jan 2013 to June 2014
The Rise of Mexico
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ArgentinaPages
7%
[CATEGORYNAME]
[PERCENTAGE]
Chile Pages2%
Colombia
Pages4%
MexicoPages21%
Peru Pages7%
Q1 2013Argentina Pa6%
Chile Pages2%
Colombia Pages2%
Mexico Pages34%
Peru Pages10%
Q1 2014
Q1 2013329 Million
Actions YTD 2014416 MillionActions
Source: Shareablee Social Loyalty Platform: FacebookTime Period: Jan 2013 to June 2014
The Rise of Mexico
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Media/News/Publishing pages dominate the total amount of shares in Mexic
Automotive1%
CPG1%
Entertainment7%
Fashion/Clothing4%
Finance/Ban0%Food/Beverage
8%
Health/Beauty3%
Media/News/Publishing60%
Other2%
Retail2%
Technology1%
Telecom0% Travel/Leisure
1%TV10%% of Shares
Source: Shareablee Social Loyalty Platform: FacebookTime Period: Jan to May 2014
Mexico Trends by Verticals: Media/News/Publishing and TV dominate while there is a steady increase in
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comScore, Inc. Proprietary.
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
ene-13 mar-13 may-13 jul-13 sep-13 nov-13 ene-14 mar-14 may-14
Total Actions on Facebook
Mexico - A
Mexico - C
Mexico - E
Mexico - F
Mexico - F
Mexico - F
Mexico - H
Mexico - M
Mexico - O
Mexico - Q
Mexico - R
Mexico - T
Mexico - T
Mexico - T
Mexico - T
Mexico Trends by Verticals: Media/News/Publishing and TV dominate, while there is a steady increase in as a whole among industries.
January 2013 to
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram
Mexico Trends by Verticals: Breakout of Media/News/Publishing Entertainment TV and Telecom vertical
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comScore, Inc. Proprietary.
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
ene-13 mar-13 may-13 jul-13 sep-13 nov-13 ene-14 mar-14 may-14
Total Actions on Facebook
Mexico Trends by Verticals: Breakout of Media/News/Publishing, Entertainment, TV and Telecom verticalis a huge growth in activity in this set of industries that is led by Media/News/Publishing.
January 2013 to
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram
Mexico Trends by Verticals: How do the other industries look without Publishers? Food/Beverage in M
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comScore, Inc. Proprietary.
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
ene-13 mar-13 may-13 jul-13 sep-13 nov-13 ene-14 mar-14 may-14
Total Actions on FacebookM
M
M
M
M
M
M
RM
M
M
Mexico Trends by Verticals: How do the other industries look without Publishers? Food/Beverage in Mdominates the set over this time period, but there is positive growth in Fashion/Clothing as well
January 2013 to
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram
H h f t i t f h t I l
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comScore, Inc. Proprietary.
How much of my engagement consists of what I value m
12%5%
12% 11% 7% 6% 9%13% 16% 11% 5% 8% 6% 7% 9%
5%
2%2%
4% 1% 3% 3%2%
6%6%
5% 3% 6% 10% 7%
83%94%
86% 85% 91% 91% 88%85%
78% 84%90% 89% 88%
83% 84%
Shares Comments Likes Source: Shareablee Social Loyalty Platform 2014Platforms: Facebook, Twitter, Instagram
January to May 2014
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Best Practices
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Understand your audience
h l b h
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What can we learn about The Economistssocially engaged reader?
148
150
169
206
Non-Profit
Travel
Technology
Luxury Retail
Audience Overlap Index
100
Wh l b Th E i
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What can we learn about The Economistssocially engaged reader?
148
150
169
206
Non-Profit
Travel
Technology
Luxury RetailDucati
RobertoCavalli
World EconomicForum MLB
The RitzCarlton
United NationsRolex
CiscoHuman Rights
WatchIWC
Watches
Audience Overlap Index
100
Overlapping Brands
Wh l b Th E i
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What can we learn about The Economistssocially engaged reader?
148
150
169
206
Non-Profit
Travel
Technology
Luxury RetailDucati
RobertoCavalli
World EconomicForum MLB
The RitzCarlton
United NationsRolex
CiscoHuman Rights
WatchIWC
Watches
NBwi
Th
NB
Da
Audience Overlap Index
100
Overlapping Brands Overl
How Loyal are Social Audiences?
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How Loyal are Social Audiences?
27%
28%
29%
32%
33%35%
0% 10% 20% 30% 4
Brasil
Argentina
Peru
Colombia
MexicoChile
% Returning
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Determine the appropriatecontent strategy
700 H h h ld t?
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Source: Shareablee Social Loyalty Platform 2014Platforms: Facebook
0
100
200
300
400
500
600
700
ene-13 mar-13 may-13 jul-13 sep-13 nov-13 ene-14 mar-14
How much should you post?Average Monthly Posts Per Brand across Facebook
Mexico - Automotive Mexico - CPG Mexico - EntertaiMexico - Fashion/Clothing Mexico - Finance/Banking Mexico - Food/BevMexico - Health/Beauty Mexico - Media/News/Publishing Mexico - OtherMexico - Quick Serve Restaurant Mexico - Retail Mexico - Technolog
250 How much should you post?
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Source: Shareablee Social Loyalty Platform 2014Platforms: Facebook
0
50
100
150
200
250
ene-13 mar-13 may-13 jul-13 sep-13 nov-13 ene-14 mar-14
How much should you post?Average Monthly Posts Per Brand across Facebook
Mexico - Automotive Mexico - CPG Mexico - EntertaiMexico - Fashion/Clothing Mexico - Finance/Banking Mexico - Food/BevMexico - Health/Beauty Mexico - Other Mexico - Quick SeMexico - Retail Mexico - Technology Mexico - Telecom
P T Ph i l d i
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72%
1% 3%
24%
Photo Video Status Link
Post Type: Photos consistently drive strong engagement
47%
2% 5%
46%
Source: Shareablee Social Loyalty Platform 2014Platforms: Facebook
% Type of Posts % Engagement Driven by These Posts
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How much is post type strategy affected by vertical in Pub
34%23%
91%
77%
2% 1% 2% 2%3% 1% 1%
61%75%
6%
Entertainment Sports Teen Women's Interes
% Post Photo Video Status Link
35%46%
99%89%
1% 3% 0% 1%1% 1% 0%
63%49%
0%
Entertainment Sports Teen Women's Intere
% Engagement
Source: Shareablee Social Loyalty Platform 2014Platforms: Facebook
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Two of the top Shared posts in the Media/News/Publishing category include indication
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Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook
share the content that is published or your own content with the brand.
A quick word on Promoted Posts:
https://www.facebook.com/139555586113452/posts/678827328852939https://www.facebook.com/112603997511/posts/10152142941132512 -
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Impactful, but still a small piece of the overall puzzl
7%
20%
93%
0
20
40
60
80
100
% Comp % Engagem
Promoted Organic
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Dont Assume. Test. Measure. Improve.
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If you could wave a magic wand and know one thing about social media , what wou
Whats next?
Whats the future of social media andcan I get ahead of it?
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Source: Shareablee Social Loyalty Platform: Facebook, Twitter, Instagram
Time Period: Jan 2013 Augus t 2014
98.3%
0.5%1.2%
Facebook
Instagram
Twitter
Q1 2014173 Million Actions
98.9%
0.3%0.8%
Facebook
InstagramTwitter
tions
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Contact Us:[email protected]@shareablee.com
shareablee @shareablee shareablee [email protected]
291 Broadway, Suite 1101New York, NY 10007