State of Social Media in Mexico

October 10, 2014

Presented by Dan Piech
Director of Product, Shareablee
dan@shareablee.com
@shareablee
#socialmediamexico

What We Do
Monitor the social performance of over 51,000 properties, daily.

We use big data to help

marketers see exactly
Where to focus time and money
to maximize the reach and
effectiveness of
their social content marketing

Three Key Benefits

Boost your social ROI

Competitive
Benchmarking

Audience Engagement
Insights

Actionable Predictive
Analytics

Measure what matters in social media, across

all platforms

Understand the quality of your engaged

audience their interests and value

Real time insights across all your social

platforms, and competitive best practices

Agenda
Key Trends

Best Practices
Audience Engagement and Affinity
Whats Next

Social Media is Powerful!

Source: Shareablee Social Loyalty Platform 2013

Platforms: Facebook

What is your biggest question when it comes to social media measurement?

What is your biggest question when it comes to social media measurement?

What is the platform mix, timing and content required to deliver maximum viral
reach. What is the cocktail to achieve viral phenomenon... the holy grail of social?
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?

Key Trends:
Social is growing!

Why engagement (and not just fans and impressions)?

Number of Fans

2,000,000

1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000

400,000
200,000
0
January

February

Entertainment

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Jan 2014 Sept 2014

March

Fashion/Clothing

April

May

Food/Beverage

June

July

Media/News/Publishing

August

September

Dining

By measuring by size of a companys active audience, you

can get an idea of the ROI for social media
Unique Engaged Audience

250,000

200,000

150,000

100,000

50,000

0
January

February

Entertainment

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Jan 2014 Sept 2014

March

Fashion/Clothing

April

May

Food/Beverage

June

July

Media/News/Publishing

August

September

Dining

By measuring by size of a companys active audience, you

can get an idea of the ROI for social media
2,000,000

Number of Fans

250,000

Unique Engaged Audience

1,800,000
1,600,000

200,000

1,400,000
1,200,000

150,000

1,000,000
800,000

100,000

600,000

400,000

50,000

200,000
0

Entertainment

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Sept 2014

Fashion/Clothing

Food/Beverage

Media/News/Publishing

Dining

Facebook Dominates in Mexico

0.8%
0.3%

Facebook
Instagram
Twitter

Q1 2013
87 Million Actions
98.9%
Source: Shareablee Social Loyalty Platform: Facebook, Twitter, Instagram
Time Period: Jan 2013 August 2014

Facebook Dominates in Mexico

Q1 2014
173 Million Actions

0.8%
0.3%

1.2%
0.5%

Facebook
Instagram

Twitter
Facebook
Instagram
Twitter

Q1 2013
87 Million Actions
98.9%
Source: Shareablee Social Loyalty Platform: Facebook, Twitter, Instagram
Time Period: Jan 2013 August 2014

98.3%

Facebook: Average Fans per Page

751K

+87%
401K
sep-13

oct-13

nov-13

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Sept 2013 Sept 2014

dic-13

ene-14

feb-14

mar-14

abr-14

may-14

jun-14

jul-14

ago-14

sep-14

Facebook: Average Fans per Page

751K

+87%
401K
sep-13

oct-13

nov-13

dic-13

ene-14

feb-14

mar-14

abr-14

may-14

jun-14

jul-14

ago-14

sep-14

Facebook: Average Social Actions per Page

128K

+88%
68K
sep-13

oct-13

nov-13

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Sept 2013 Sept 2014

dic-13

ene-14

feb-14

mar-14

abr-14

may-14

jun-14

jul-14

ago-14

sep-14

Twitter: Average Followers per Account

75K

+333%

17K

sep-13

oct-13

nov-13

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Sept 2013 Sept 2014

dic-13

ene-14

feb-14

mar-14

abr-14

may-14

jun-14

jul-14

ago-14

sep-14

Twitter: Average Followers per Account

75K

+333%

17K

sep-13

oct-13

nov-13

dic-13

ene-14

feb-14

mar-14

abr-14

may-14

jun-14

jul-14

ago-14

sep-14

Twitter: Average Social Actions per Account

3,706

+547%

572
sep-13

oct-13

nov-13

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Sept 2013 Sept 2014

dic-13

ene-14

feb-14

mar-14

abr-14

may-14

jun-14

jul-14

ago-14

sep-14

The Rise of Instagram: Instagram is still in the early stages as a Social network
in 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: Instagram

Time Period: Sept 2013 Sept 2014

Instagram: Average Social Actions per Account

653k

+269%

172k

sep-13

oct-13

nov-13

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Sept 2013 Sept 2014

dic-13

ene-14

feb-14

mar-14

abr-14

may-14

jun-14

jul-14

ago-14

sep-14

The Rise of Mexico

Q1 2013
329 Million
Actions

Q1 2013
Peru Pages
7%
Argentina
Mexico
Pages
Pages
7%
21%

Colombia
Pages
4%
Chile Pages
2%

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Jan 2013 to June 2014

[CATEGORY
NAME]
[PERCENTAG
E]

The Rise of Mexico

Q1 2014
Q1 2013
329 Million
Actions

Q1 2013
Peru Pages
7%
Argentina
Mexico
Pages
Pages
7%
21%

Colombia
Pages
4%
Chile Pages
2%

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Jan 2013 to June 2014

[CATEGORY
NAME]
[PERCENTAG
E]

YTD 2014
416 Million
Actions

Argentina Pages
6%
Peru Pages
10%

Mexico Pages
34%

Colombia Pages
2%
Chile Pages
2%

[CATEGORY
NAME]
[PERCENTAGE]

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

Retail Technology
2%
1%
Other
Telecom
2%
0%

% of Shares

Travel/Leisure
TV
1%
10%
Automotive
1%
CPG
1%
Entertainment
7%

Fashion/Clothing
4%
Media/News/Publishing
60%

Finance/Banking
Food/Beverage 0%
8%
Health/Beauty
3%

Source: Shareablee Social Loyalty Platform: Facebook

Time Period: Jan to May 2014

Mexico Trends by Verticals: Media/News/Publishing and TV dominate, while there is a steady increase in actions
as a whole among industries.

Total Actions on Facebook

35,000,000
Mexico - Automotive
Mexico - CPG

30,000,000

Mexico - Entertainment
Mexico - Fashion/Clothing

25,000,000

Mexico - Finance/Banking

Mexico - Food/Beverage

20,000,000

Mexico - Health/Beauty
Mexico - Media/News/Publishing

15,000,000

Mexico - Other
Mexico - Quick Serve Restaurant

10,000,000

Mexico - Retail
Mexico - Technology

5,000,000

Mexico - Telecom
Mexico - Travel/Leisure

0
ene-13

mar-13

may-13

jul-13

sep-13

nov-13

ene-14

comScore, Inc.

mar-14

Proprietary.

may-14

Mexico - TV

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook, Twitter, Instagram
January 2013 to May 2014

23

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.
35,000,000

Total Actions on Facebook

30,000,000

Mexico - Entertainment

25,000,000

Mexico Media/News/Publishing

20,000,000

15,000,000
Mexico - Telecom

10,000,000
5,000,000

Mexico - TV
0

ene-13

mar-13

may-13

jul-13

sep-13

nov-13

comScore, Inc.

ene-14

Proprietary.

mar-14

may-14

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook, Twitter, Instagram
January 2013 to May 2014

24

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.

Total Actions on Facebook

8,000,000

Mexico - Automotive
7,000,000
Mexico - CPG
6,000,000

Mexico - Fashion/Clothing

5,000,000

Mexico - Finance/Banking

4,000,000

Mexico - Food/Beverage
Mexico - Health/Beauty

3,000,000

2,000,000

Mexico - Quick Serve

Restaurant
Mexico - Retail

1,000,000

Mexico - Technology
Mexico - Travel/Leisure

0
ene-13

mar-13

may-13

jul-13

sep-13

nov-13

ene-14

comScore, Inc.

Proprietary.

mar-14

may-14

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook, Twitter, Instagram
January 2013 to May 2014

25

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

83%
94%

86%

85%

2%
12%

4%

91%

91%

88%

85%

78%

84%

90%

89%

88%

5%
5%

3%
8%

6%
6%

83%

84%

10%

7%

7%

9%

88%

6%
5%

12%

2%
5%

11%

1%
7%

3%
6%

3%
9%

Shares

2%
13%

6%
16%

Comments
comScore, Inc.

11%

Likes
Proprietary.

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook, Twitter, Instagram
January to May 2014

5%
7%

26

Best Practices

Understand your audience

What can we learn about The Economists

socially engaged reader?
Audience Overlap Index
100

206

Luxury Retail
Technology

169

Travel

150

Non-Profit

148

What can we learn about The Economists

socially engaged reader?
Overlapping Brands

Audience Overlap Index

100

206

Luxury Retail
Technology

Ducati

169

Travel

150

Non-Profit

148

World Economic
Forum

Roberto
Cavalli

The Ritz
Carlton

Rolex
Human Rights
Watch

MLB

Cisco

United Nations

IWC
Watches

What can we learn about The Economists

socially engaged reader?
Overlapping Brands

Audience Overlap Index

Overlapping TV

100

206

Luxury Retail
Technology

NBC Nightly News

with Brian Williams

Ducati

169

Travel

150

Non-Profit

148

The Colbert Report

World Economic
Forum

Roberto
Cavalli

MLB

NBC News
Daily Show

The Ritz
Carlton

Rolex
Human Rights
Watch

Cisco

United Nations

IWC
Watches

How Loyal are Social Audiences?

% Returning
Chile

35%

Mexico

33%

Colombia

32%

Peru

29%

Argentina

28%

Brasil

27%
0%

10%

20%

30%

40%
32

Determine the appropriate

content strategy

How much should you post?

Average Monthly Posts Per Brand across Facebook

700

600

500

400

300

200

100

0
ene-13

mar-13

may-13

Mexico - Automotive
Mexico - Fashion/Clothing
Mexico - Health/Beauty
Mexico - Quick Serve Restaurant
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook

jul-13

sep-13

nov-13

Mexico - CPG
Mexico - Finance/Banking
Mexico - Media/News/Publishing
Mexico - Retail

ene-14

mar-14

Mexico - Entertainment
Mexico - Food/Beverage
Mexico - Other
Mexico - Technology

may-14

How much should you post?

Average Monthly Posts Per Brand across Facebook

250

200

150

100

50

0
ene-13

mar-13

Mexico - Automotive
Mexico - Fashion/Clothing
Mexico - Health/Beauty
Mexico - Retail
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook

may-13

jul-13

sep-13

Mexico - CPG
Mexico - Finance/Banking
Mexico - Other
Mexico - Technology

nov-13

ene-14

mar-14

may-14

Mexico - Entertainment
Mexico - Food/Beverage
Mexico - Quick Serve Restaurant
Mexico - Telecom

Post Type: Photos consistently drive strong engagement

% Type of Posts

% Engagement Driven by These Posts

72%

47%

46%

24%

2%

5%

1%
Photo

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook

Video

Status

Link

3%

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

Photo

% Post

Video

Status Link
91%

77%

75%
61%
34%
23%
2%

3%

21%
1%

Entertainment

2%

1%

Sports

1%

6%

Teen

2%

0%

Women's Interest/Lifestyle

99%

% Engagement

89%
63%
49%

46%
35%

1%

1%

Entertainment
Source: Shareablee Social Loyalty Platform 2014
Platforms: Facebook

3%

11%
1%

Sports

0%

0%

Teen

0%

1%

0%

Women's Interest/Lifestyle

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

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

13%

Engagement

87%

18%
0%

10%

82%
20%

30%

Includes Question

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook

40%

50%

60%

70%

80%

Does Not Include Question

90%

100%

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.

Source: Shareablee Social Loyalty Platform 2014

Platforms: Facebook

A quick word on Promoted Posts:

Impactful, but still a small piece of the overall puzzle
93%

100

80%

80
60

40
20

20%

7%

0
% Comp

% Engagement
Promoted

Organic

Dont Assume.
Test. Measure. Improve.

Media/News/Publishing properties use interactive content to generate activity and

increasing likes, comments and shares.

comScore, Inc.

Proprietary.

42

Whats Next
Instagram

If you could wave a magic wand and know one thing about social media, what would that be?

Whats next?
Whats the future of social media and how
can I get ahead of it?

Q1 2014
173 Million Actions

0.8%
0.3%

1.2%
0.5%

Facebook
Instagram

Twitter
Facebook
Instagram
Twitter

Q1 2013
87 Million Actions
98.9%
Source: Shareablee Social Loyalty Platform: Facebook, Twitter, Instagram
Time Period: Jan 2013 August 2014

98.3%

Q1 2014
173 Million Actions

0.8%
0.3%

1.2%
0.5%

Facebook
Instagram

Twitter
Facebook
Instagram
Twitter

ctions
98.9%
Source: Shareablee Social Loyalty Platform: Facebook, Twitter, Instagram
Time Period: Jan 2013 August 2014

98.3%

Contact Us:
info@shareablee.com
dan@shareablee.com

291 Broadway, Suite 1101

New York, NY 10007

shareablee

@shareablee

shareablee

info@shareablee.com