Estado de Social Media en México 2014

© comScore, Inc. Proprietary.
El Estado de Social Media en
México
Junio, 2014.
Alejandro Fosk, Senior Vice President Latin America
Iván Marchant, Vice President Mexico
Tania Yuki, Founder & CEO Shareablee
www.comscore.com
www.facebook.com/comscoreinc
@comScoreLATAM
#EstadoDeSocialMedia

2
comScore Potencia su Panel de Datos para Entregar una Visión Digital
de su Negocio
Panel de 2 Millones de Personas
Vista 360°del Comportamiento de las
Personas
Visitas Web y
comportamiento
de Búsqueda Exposición a
Publicidad
Online
Advertising
Effectiveness
Demografías,
Estilos de Vida
y Actitudes
Consumos de
Medios y Video
Transacciones
Compras
Online y
Offline
Internet Móvil
Uso y
Comportamiento
PANEL
CENSOPANEL
Panel PERSON-Centric con
Medición SITIO WEB-Censal
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
1 Million Domains Participating
Adopted by 90% of Top 100 U.S. Media Properties

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

4
Fuente: comScore Media Metrix® Abril 2013 – Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop,
15+
Crecimiento en el Número de Visitas a Sitios de Social Media a Nivel
Mundial
0
20,000
40,000
60,000
80,000
100,000
120,000
Visitas Totales (MM)
Total Internet
Social Media
+9.4%
Total Internet
+16.0%
Social Media

5
Engagement en Redes Sociales por Región
Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+
8.67
8.07
6.08
5.39
2.47
América Latina Europa América del
Norte
Medio Oriente -
África
Asia Pacífico
Horas Promedio por Visitante

6Fuente: comScore Media Metrix® Abril 2014, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+
En Todas las Regiones del Mundo, las Mujeres son más Sociales
8.27
7.14
5.28
4.75
2.34
9.08
8.99
6.82
5.88
2.62
América Latina
Europa
América del Norte
Global
Asia Pacífico
Promedio de Horas por Visitante
Hombres Mujeres

7
México es el País con Mayor Alcance en Sitios de Redes Sociales a
Nivel Mundial
Fuente: comScore Media Metrix® Abril 2014, Global, Hogar o Trabajo, Sólo PC-Laptop, Edad 15+
98.2
97.8
97.5
97.4
97.2
97.1
97.0
97.0
96.8
95.8
México
Federación Rusa
Turquía
Argentina
Perú
Chile
Portugal
Israel
Colombia
América Latina
% Alcance

Los Mexicanos Pasan en Promedio más Minutos por Visita en Sitios
de Redes Sociales que el Promedio Mundial
16.0
12.9
Minutos Promedio por Visita en Sitios de Redes
Sociales
México Global

9Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, Sólo PC/Laptop, Edad 6+
Perfil de la Audiencia de Social Media en México
15.1
31.0
21.0
16.9
10.7
5.2
Persons: 6-14 15-24 25-34 35-44 45-54 55+
% del Total de Visitantes Únicos
Hombres
51%
Mujeres
49%

10
97.3
120.1
94.8
85.4
82.6
76.5
Índice de Engagement
64.4
107.4
106.5
106.6
104.3
102.9
Persons: 6-14
Persons: 15-24
Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55+
Índice de Afinidad
Existe Mayor Afinidad a las Redes Sociales del Grupo de 15 a 44 Años
pero Mayor Engagement en el Grupo de 15 a 24
Fuente: comScore Media Metrix® Mayo 2014, Hogar o Trabajo, Sólo PC-Laptop, Edad 6+

Social Media es la Categoría que más Tiempo está en las PC/Laptops
de los Internautas Mexicanos
8,229
6,381
4,285
3,742
3,024
Social Media Corporate
Presence
Services Entertainment Multimedia
Minutos Totales (MM)

12
21,956
17,117
6,941
6,858
5,547
3,076
2,781
2,630
1,737
1,394
Facebook
ShareThis
Taringa.net
Linkedin
Slideshare.net
Twitter.com
Ask.FM
Google Plus
Linkedin
Tumblr.com
TotalVisitantesÚnicos(000)
Ranking de las Principales Redes Sociales en México
Facebook Lidera el Ranking seguido de ShareThis
Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, México, Sólo PC/Laptop, Edad 6+
33.3
24.8
30.8
29.3
31.4
29.4
31.6
30.2
Edad
Prom.
28.2
38.6

13Fuente: comScore Media Metrix®, Abril 2014, Hogar o Trabajo, México, Sólo PC/Laptop, Edad 6+
Distribución del Tiempo Consumido en Redes Sociales en México
Facebook
95.6%
Ask.fm
1.4%
Tumblr
0.9%
Twitter.com
0.6%
Linkedin
0.4%
Deviantart.com
0.4%
Badoo.com
0.4%
Taringa.net
0.3%
Other
4.4%

14
10,172
14,662
Total Unique Viewers (000)
+ 44%
Fuente: comScore Video Metrix®, Mayo 2013 - 2014, Hogar o Trabajo, México, Sólo PC/Laptop, 15+
El Acceso a Videos a Través de Sitios de Social Media en Franco
Crecimiento

15
84,267
150,846
Videos (000)
Fuente: comScore Video Metrix®, Mayo 2013 - 2014, Hogar o Trabajo, México, Sólo PC/Laptop, 15+
Número de Videos Disponibles en Sitios de Redes Sociales
Creció 79% en el último año
+ 79%
Lanzamiento Video
“Gorilla” de Bruno
Mars en Facebook

16
Facebook es un Líder Fuerte en Redes Sociales y se
está Fortaleciendo en Audiencias Móviles
8.6
7.2
9.2
6.5
11.8
78.7
11.5
18.1
19.2
35.9
20.0
25.6
60.8
9.9
21.7
13.9
27.4
12.1
40.0
31.4
47.1
Vine
Snapchat
Tumblr
Pinterest
Linkedin
Instagram
Twitter
Facebook
U.S. Multi-Platform Unique Visitors (MM) on Social Networks
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Feb-2014
Multi-Platform Desktop Only Mobile Only
+7%
+24%
+45%
+6%
+31%
+22%
N/A
N/A
YoY
Growth

17
La Mayoría de Redes Sociales ven Mayor Engagement
vía Móvil
2%
52%
7%
69%
2%
10%
32%
33%
98%
100%
48%
93%
31%
98%
90%
68%
67%
Vine
Snapchat
Tumblr
Pinterest
Linkedin
Instagram
Twitter
Facebook
Social Networking
U.S. Share of Time Spent on Social Networks Between Platforms
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Feb-2014
Desktop Mobile

18
Millennials* Dominan las Tasas de Penetración para
las Principales Redes Sociales
*comScore uses its 18-34 age bracket to define Millennials, or those born between 1980 and 1996.
**Selected social networks based on those with at least 1 billion combined desktop, smartphone and tablet minutes in
November 2013.
91% 85%
69%
46%
27%
12%
39%
32%
18%
30%
19% 12%
27% 26%
15%
27% 33% 32%
17% 5% 1%
Age 18-34 Age 35-54 Age 55+
U.S. Penetration Among Selected Leading Social Networks**
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Nov-2013
Facebook.com Instagram.com Twitter.com Tumblr.com
Pinterest.com Linkedin Snapchat, Inc

© comScore, Inc. Proprietary. 19
El Estado de Social Media en
México
Presentando Shareablee en
México

20© comScore, Inc. Proprietary.
Shareablee: Nuestro Acercamiento a la Medición Social
Benchmarking
Competitivo
Audience
Engagement
Insights
Análisis
Predictivo
Accionable

Our Mission
Shareablee uses big data to help marketers
see exactly where to focus time and money
to maximize the reach and effectiveness of
their social content marketing

All of these are hurled at you when you mention social media success
?
Fans, followers, media, engagement, posts,
pins, tweets, repins, favorites, replies, retweets,
buzz, mentions, actions, consumptions, clicks,
impressions, community, shares, comments,
likes, growth in likes, recommends, follows,
links, statuses, quotes, replies, more…

These three posts each garnered more than a quarter million unique
interactions for Cinemex, Kotex Mexico and Friso Mexico in 2013.
https://www.facebook.com/83988183288/posts/10151848495513289

24
Measuring What Matters in Social Media
Engaged Audience
(not just Fans,
Followers,
Actions)
The Impact of
Content Strategy
ROI:
Audience share,
Brand affinity/lift,
Website traffic,
Purchase

25
Measuring Your Engaged
Audience
(not just Fans/Followers)

Brands have focused on amassing huge amounts of fans, but how do
you measure their value?
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
January February March April May
Number of Fans
Mexico - Entertainment Mexico - QSR
Mexico - Fashion/Clothing Mexico - Food/Beverage
Mexico - TV Mexico - Media/News/Publishing

By measuring by the size of a company’s active audience, you can get
an idea of what the ROI for social media is.
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
January February March April May
Unique Engaged Audience
Mexico - Entertainment Mexico - QSR
Mexico - Fashion/Clothing Mexico - Food/Beverage
Mexico - TV Mexico - Media/News/Publishing

Social Audiences Are Growing Fast, with total social moments across Facebook
increasing by 207% since 2013 across top properties in Mexico.
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14
Average Social Moments Across Mexico’s Top Facebook Pages
Source: Shareablee January 2013 to May 2014.
Mexico Pages
+207%
Average Number of Fans Across Mexico’s Top Pages
Mexico Pages
+183%
284K
805K
63K
193K
January 2013 to May 2014
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook, Twitter, Instagram

Social Audiences Are Growing Fast, with total social moments across Twitter increasing
by 207% since 2013 across top properties in Mexico.
Average Social Moments Across Mexico’s Top Twitter Pages
Mexico Pages
+907%
Average Number of Fans Across Mexico’s Top Pages
Mexico Pages
+919%
10K
100K
611
6535

The Rise of Instagram: Social Audiences Are Growing Fast, particularly in
their use of Instagram. Brands have seen an almost 1400% increase since
January of 2013.
Instagram: January 2013 to May 2014 By the Numbers
Engaged Social Moments across Top Instagram Properties 3.6M
Total Pieces of Content Posted by Mexico’s Top Instagram
Properties
10K
Actions per Post (average) 358
Monthly Actions on Instagram across Mexico’s Top Properties
Mexico Pages
+1371%
26K
387K

31
96.9%
0.6%
2.5%
ENGAGEMENT BY
PLATFORM:
The Pie is Growing
(But Facebook still rules)
50%
Q1 2013
70M Actions
Q1 2014
140M Actions
99.1%
0.4%0.6%

0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Actions Amplification across Facebook
Mexico - Automotive Mexico - CPG Mexico - Entertainment Mexico - Fashion/Clothing
Mexico - Finance/Banking Mexico - Food/Beverage Mexico - Health/Beauty Mexico - Media/News/Publishing
Mexico - Other Mexico - Quick Serve Restaurant Mexico - Retail Mexico - Technology
Mexico - Telecom Mexico - Travel/Leisure Mexico - TV
Mexico Trends by Verticals: Media/News/Publishing and TV dominate, while
there is a steady increase in actions as a whole among industries.

0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Mexico - Entertainment Mexico - Media/News/Publishing Mexico - Telecom Mexico - TV
Mexico Trends by Verticals: Breakout of Media/News/Publishing,
Entertainment, TV and Telecom verticals. There is a huge growth in activity in
this set of industries that is led by Media/News/Publishing.

0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Mexico - Automotive Mexico - CPG Mexico - Fashion/Clothing Mexico - Finance/Banking
Mexico - Food/Beverage Mexico - Health/Beauty Mexico - Quick Serve Restaurant Mexico - Retail
Mexico - Technology Mexico - Travel/Leisure
Mexico Trends by Verticals: How do the other industries look without
Publishers? Food/Beverage in Mexico dominates the set over this time period,
but there is positive growth in Fashion/Clothing as well.

0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
Global - Automotive Global - CPG Global - Entertainment Global - Fashion/Clothing
Global - Finance/Banking Global - Food/Beverage Global - Health/Beauty Global - Media/News/Publishing
Global - Quick Serve Restaurant Global - Retail Global - Technology Global - Telecom
Global - Travel/Leisure Global - TV
For Global Properties, TV related properties dominate, but Entertainment,
Fashion/Clothing and Media/News/Publishing also see huge returns on
engagement in 2014 as action growth continues.

Argentina
Pages
7%
Brasil Pages
59%
Chile Pages
2%
Colombia
Pages
4%
Mexico
Pages
21%
Peru Pages
7%
Q1 2013
Argentina Pages
6%
Brasil Pages
46%
Chile Pages
2%
Colombia Pages
2%
Mexico Pages
34%
Peru Pages
10%
Q1 2014
The overall volume of activity in Latin America has increased, but what is
significant is the growth that pages in Mexico have shown by taking a much
larger stake of the overall activity in Latin America.
Q1 2013
329M Actions
Q1 2014
416M Actions

37
Measuring Audience Quality

38
How Loyal are Social Audiences?
27%
28%
29%
32%
33%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Brasil
Argentina
Peru
Colombia
Mexico
Chile
% Returning

How much of my engagement consists of what I value most?
12%
5%
12% 11% 7% 6% 9%
13%
16%
11%
5% 8% 6% 7% 9% 7%
5%
2%
2% 4%
1% 3%
3%
2%
6%
6%
5%
3% 6%
10% 7%
5%
83%
94%
86% 85%
91% 91% 88%
85%
78%
84%
90% 89% 88%
83% 84%
88%
Shares Comments Likes Source: Shareablee Social Loyalty Platform 2014
January to May 2014

Sharing of Content in Mexico has jumped 237% while post frequency
has only increased by 40% since January 2013.
Jan 2013 May 2014
Total Shares 2,430,013
8,200,028
(+237%)
Shares per Post 42
102
(+143%)
Posts 159
222
(+40%)
Total Amplification Across Mexico’s Top Facebook Properties
Mexico Pages
+237%
2.4 M
8.2 M

Media/News/Publishing pages dominate the total amount of shares in Mexico,
but Entertainment, Food/Beverage and TV have a strong showing as well.
Automotive
1%
CPG
1%
Entertainment
7% Fashion/Clothing
4%
Finance/Banking
0%
Food/Beverage
8%
Health/Beauty
3%
Media/News/Publishing
60%
Other
2%
Quick Serve Restaurant
0%
Retail
2%
Technology
1%
Telecom
0%
Travel/Leisure
1%
TV
10%
% of Shares
Automotive
CPG
Entertainment
Fashion/Clothing
Finance/Banking
Food/Beverage
Health/Beauty
Media/News/Publishing
Other
Quick Serve Restaurant
Retail
Technology
Telecom
Travel/Leisure
TV
January to May 2014

Measuring Social Discussions: Media/News and Publishing still sees
the highest portion of commenting, but TV took a much larger share.
Automotive
1%
CPG
0%
Entertainment
8% Fashion/Clothing
2%
Finance/Banking
0%
Food/Beverage
7%
Health/Beauty
1%
Media/News/Publish
ing
52%
Other
3%Quick Serve
Restaurant
1%
Retail
1%
Technology
2%
Telecom
1%
Travel/Leisure
2%
TV
19%
Share of Social Word of Mouth Category Per post
Engagement (%)
Automotive 0.34%
CPG 0.00%
Entertainment 0.08%
Fashion/Clothing 0.22%
Finance/Banking 0.09%
Food/Beverage 0.15%
Health/Beauty 0.18%
Media/News/Publishing 0.27%
Other 0.08%
Quick Serve Restaurant 0.05%
Retail 0.07%
Technology 0.09%
Telecom 0.03%
Travel/Leisure 0.13%
TV 0.10%

43
The Impact of Content Strategy

0
100
200
300
400
500
600
700
Average Monthly Posts Per Brand across Facebook
Mexico - Automotive Mexico - CPG Mexico - Entertainment Mexico - Fashion/Clothing
Mexico - Finance/Banking Mexico - Food/Beverage Mexico - Health/Beauty Mexico - Media/News/Publishing
Mexico - Other Mexico - Quick Serve Restaurant Mexico - Retail Mexico - Technology
Mexico - Telecom Mexico - Travel/Leisure Mexico - TV
Post Frequency: how much should you post?

Post Type: Photos consistently drive content performance across top pages
in Mexico in 2014 YTD, while Status, Link and Video posts see a dip in
engagement
4.7%
31.4%
2.1%
61.8%
% Type of Posts - Facebook
1.0%
11.7%
1.6%
85.7%
Mexico Pages
Status Link Video Photo
% Engagement Driven by These Posts -
Facebook
January to May 2014

How much is post type strategy affected by vertical in Mexico?
94.5%
50.8%
88.3%
2.5% 1.4% 2.4%2.2% 2.4% 5.4%
0.8%
45.5%
3.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mexico - Fashion/Clothing Mexico - Media/News/Publishing Mexico - Travel/Leisure
Photo Video Status Link
% POST
% ENGAGEMENT
93.3%
76.7%
93.0%
6.6%
0.6% 3.5%
0.1% 0.5% 2.5%0.0%
22.2%
0.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mexico - Fashion/Clothing Mexico - Media/News/Publishing Mexico - Travel/Leisure
January to May 2014

How much is post type strategy affected by vertical on a Global Scale? Performances
are similar across the globe, except here Video posts underperform as well as
Statuses and Links continue to underperform across verticals.
89.0%
45.0%
77.9%
2.8% 3.0% 3.0%2.4%
7.4%
4.3%5.8%
44.5%
14.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure
Photo Video Status Link
% POST
% ENGAGEMENT
99.4%
61.5%
91.7%
0.4% 2.9% 3.0%0.1% 2.2% 1.1%0.1%
33.4%
4.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Global - Fashion/Clothing Global - Media/News/Publishing Global - Travel/Leisure
January to May 2014

Two of the top Shared posts in the Media/News/Publishing category
include indications to share the content that is published or your own
content with the brand.

Some brands/industries use certain calls to action to drive more engagement
(likes, shares, comments). What about Including Questions with Facebook Posts?
18%
13%
82%
87%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Engagement
Posts
Includes Question Does Not Include Question
* For Media/News/Publishing pages in Mexico, Including Questions in
2014 YTD was a strategy that increased engagement by 37%.
January to May 2014

Media/News/Publishing properties use interactive content to generate
activity and increasing likes, comments and shares.

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14
Social Moments on Facebook
World Cup Sponsors
+27%
5.5M
7M
Sponsors of the World Cup have seen an upward trend in activity that should
continue to increase based on the trends of 2013.
Jan 2013 Apr 2014
Total Category Actions 5,511,942
7,019,147
(+27%)
Average Unique Engaged Audience 124,456
143,991
(+16%)
Posts (Total) 1,425
1,570
(+10%)
January 1, 2013 to April 30, 2014

52
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

www.comscore.com
www.facebook.com/comscoreinc
@comScoreLATAM
Tania Yuki | Shareablee
tania@shareablee.com
Thank you!
Please let us know if you have any questions.

Estado de Social Media en México 2014

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