State of Social Media in Brazil - 2014

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O Cenário das Redes Sociais e

Métricas que Realmente Importam

Agosto 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 #estadodesocialmedia

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




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

Worldwide

12.5



© comScore, Inc. Proprietary. 6 #estadodesocialmedia 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

LatinAmerica

Brazil Argentina Mexico Venezuela Peru Chile Uruguay

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 Corporate Presence 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 Gerais

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. © comScore, Inc. Proprietary. 13

The State of Social Media

Presentation of Shareablee in Brasil

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

Shareablee: Our Three Key Benefits

Competitive Benchmarking

Audience Engagement

Insights

Actionable Predictive Analytics

#estadodesocialmedia




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…





The top three posts of 2013 in Brasil, however, all saw a higher ratio of Shares than Likes,

and also garnered more than 2 ½ million actions combined (71% of these actions were

shares)

https://www.facebook.com/163750870349445/posts/471641332893

729


757


031











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



© comScore, Inc. Proprietary. 19

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





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





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.


Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014

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 Pages Source: Shareablee January 2013 to June 2014.

Brasil Pages

-5%

100

95


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

Brasil Pages

+71%

140K

240K




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.

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%






Action Growth: Engagement with Facebook pages in Latin America largely

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



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.





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

number of tweets don’t increase dramatically.



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

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

Brasil Pages

+12%

34

79


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

Brasil Pages

+184%

140K

240K




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.

+184% +233% +219% +455% +1410% +172% +264% Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014


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: Facebook, Twitter, Instagram. Jan 2013-May 2014


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

Brasil Pages

+177%

100

95


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

Brasil Pages

+751%

452K

3.85M


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






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

+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.

+209%

+788%

+359%

+369%

#estadodesocialmedia Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jan 2013-Jun 2014




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.

Q2 2013

559M Actions

Q2 2014

1.02BN Actions






Measuring Audience Quality


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

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Jun 2014




How much of my engagement consists of what I value most?

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






Brazil 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






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

-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%)


Total Amplification Across Brasil’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

Quick Serve Restaurant

Retail

Sports

Technology

Telecom

Travel/Leisure

TV






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






The Impact of Content Strategy


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

actually sees a slight decrease throughout the year.



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

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

+29% -5% +35%




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.



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

+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






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/Leisure






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


% 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






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


% 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






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%.

Source: Shareablee Social Loyalty Platform 2014. Platforms: Facebook, Twitter, Instagram. Aug 2014




State of Social Media in Brazil - 2014

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