O Cenário Digital e as Métricas que realmente importam

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Social Media Week
Setembro de 2014
Alex Banks, VP Latin America & Director Brazil
Tania Yuki, CEO e Fundadora do Shareablee

© comScore, Inc. Proprietary.
2
Cenário das Redes Sociais

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 do
Norte
Africa
Asia-Pacifico
Média de Horas por Visitante

4
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

5
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
Worldwide
12.5

6
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)

7
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)

8
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
Corporate
Presence
Portais
Serviços
Entretenimento
Total de Minutos(MM)

9
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

10
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

11
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 Gerais 8%
Paraná 6%
Rio Grande do Sul 7%
Santa Catarina 4%
Bahia 5%
Distrito Federal 4%
Other 25%
% Por Estado

12
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%

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and effectiveness of their
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Monitor Your social performance 24/7

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Measuring Your Engaged Audience (not just Fans/Followers)

18
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

19
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 - QSR
Brasil - TV

20
Brasil’s Social Loyalty Snapshot: 08/01 - 08/31
75%
41%
92%
1%
43%
5%
24%
17%
3%
Action
s
Posts
Fans
Facebook
Twitter
Instagram
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
Source: Shareablee Social Loyalty Platform 2014 Platforms: Facebook, Twitter, Instagram

21
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%
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 Number of Posts Across Brasil’s Top Facebook Pages
Brasil Pages
-5%
100
95
140K
240K
January 2013 to May 2014

22
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
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.
January 2013 to Jun 2014

23
0
50,000
100,000
150,000
200,000
250,000
300,000
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
Actions Growth across Facebook in Latin America
Argentina Pages
Brasil Pages
Chile Pages
Colombia Pages
Mexico Pages
Peru Pages
LatAm
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%

24
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
Brasil Pages
+184%
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Average Number of Tweets Across Brasil’s Top Pages
Brasil Pages
+12%
70
79
879
2,494
January 2014 to June 2014
Source: Shareablee Social Loyalty Platform 2014 Platforms: Twitter

25
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Actions Growth across Twitter in Latin America
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.
Source: Shareablee Social Loyalty Platform 2014 Platforms: Twitter
+184%
+233%
+219%
+455%
+1410%
+172%
+264%

26
Instagram has seen the most dramatic increase in both post frequency (177%) and engagement (403%) on a brand by brand level.
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 Number of Media Across Brasil’s Top Instagram Pages
Brasil Pages
+177%
12
34
Source: Shareablee Social Loyalty Platform 2014 Platforms: Instagram
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 Monthly Actions across Brasil's Top Instagram Pages
Brasil Pages
+403%
12K
59K

27
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
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
Monthly Actions on Instagram across Brasil's Top Properties
Brasil Pages
+751%
452K
3.8M
Source: Shareablee Social Loyalty Platform 2014 Platforms: Instagram

28
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

29
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/Publishing
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

30
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
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
Actions Amplification across Facebook
Brasil - Automotive
Brasil - CPG
Brasil - Finance/Banking
Brasil - Health/Beauty
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%

31
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.
+209%
+788%
+359%
+369%

32
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%

33
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.
Q2 2013 559M Actions
Q2 2014 1.02BN Actions
April 2013 to June 2014

34
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%
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 Number of Posts Across Brasil’s Top TV Networks
Source: Shareablee January 2013 to August 2014.
TV Networks
+80%
150
269
135K
675K

35
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 - TV
Networks
Disney Channel
Brasil
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

36
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

37
Content frequency has been consistently growing
0
100
200
300
400
500
600
700
800
900
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 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

38
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
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 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%

39
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

40
How Loyal are Social Audiences?
13%
16%
17%
17%
23%
28%
Finance/Banking
Food
Lifestyle
Entertainment
Fashion/Style
General
% Returning
August 2014

41
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

42
Measuring Audience Quality

43
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

44
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

45
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
Likes

46
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
Likes

47
Brasil Social Loyalty Snapshot: 08/01 - 08/31
47
188,008
1,614
70,419
31,829
1,390
10,268
2,515
Facebook
Twitter
Instagram
Likes
Shares
Comments
Facebook
Twitter
Instagram
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

48
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
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
Jun-14
Amplification across Facebook in Latin America
Argentina Pages
Brasil Pages
Chile Pages
Colombia Pages
Mexico Pages
Peru Pages
LatAm
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
-10%
+93%
+129%
+189%
+71%
+30%
+17%

49
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%)
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
Total Amplification Across Mexico’s Top Facebook Properties
Source: Shareablee January 2013 to May 2014.
Brasil Pages
-10%
28M
25M

50
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
Quick Serve Restaurant
Retail
Sports
Technology
Telecom
Travel/Leisure
TV

51
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%
Quick Serve Restaurant 0%
Retail 6%
Sports 0%
Technology 2%
Telecom 1%
Travel/Leisure 1%
TV 3%
Share of Social Word of Mouth

52
The Impact of Content Strategy

53
0
20
40
60
80
100
120
140
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 Monthly Posts Per Brand across Facebook
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.
+29%
-5%
+35%

54
0
50
100
150
200
250
300
350
400
450
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 Monthly Posts Per Brand in Brasil across Facebook
Brasil - Automotive
Brasil - CPG
Brasil - Finance/Banking
Brasil - Health/Beauty
Brasil - Other
Brasil - QSR
Brasil - Retail
Brasil - Sports
Brasil - Technology
Brasil - Telecom
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.
+17%

55
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

56
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%
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%

57
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

58
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

59
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

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